Preparing a Sales and Marketing Plan for 2014

As the year draws to a close, many companies are preparing to review and develop their marketing plans for 2014. A solid marketing plan will articulate a vision for the company in the new year, including how the group is going to expand and what the revenue goals should be. Developing a solid plan requires quite a bit of forethought and planning. Here are the three steps that businesses should use to get themselves prepared for the upcoming year.

1. Determine where the company is going

It's not enough to simply say that the company is going to make a certain amount of money in the upcoming year. A good marketing plan will determine what markets, geographical areas, and populations the business can expand into and how that will affect revenue. There should also be estimations about how much the company is depending upon past customers returning and what percentage can realistically be expected to spend again.

2. See how the company is going to get there

This will encompass the company's plan to generate revenue and meet the goals described in step one. In 2014, there are a variety of marketing techniques that should be considered. A company can produce excellent copy or presentations, but without a solid, well-rounded marketing campaign, it will go nowhere. Everyone knows about the importance of working online, but many neglect the print world. Yet a stunning 73 percent of customers prefer to receive printed announcements rather than email announcements from their preferred brands. Consider some of the following marketing techniques.

Direct mail

According to Target Marketing magazine, direct mail had the highest rating for customer acquisition, contact, and retention ROI. One of the biggest problems companies face with direct mail is that few people are experienced with the medium and how to run a campaign. If this sounds familiar, work with someone who is used to this type of print marketing.

Print advertising

Customers have indicated that they prefer paper ads, especially when shopping. An estimated 69 percent of shoppers depend on newspapers for information about brands and deals.

Integrated marketing

Many people use their smart devices for nearly everything. While print advertising is effective, it often works best when integrated with online campaigns. For example, include QR codes on pamphlets to take people to the company website or ordering page. This will drive traffic and help you reach across demographics to include everyone on and offline.

3. Measure progress and revise when necessary

Schedule benchmarks throughout the year to see how well the company is reaching its goals. These benchmarks should be reasonable and take into account how much time marketing techniques require to be effective. For example, a new direct mail campaign may not be as effective when it is first launched. After a few mailings, however, customers may begin to recognize the brand and give it more recognition.

At the same time, the team must be willing to revise when necessary. If the company is falling short, examine the ROI of different lead generation and conversion techniques. See if revisions are possible or if the budget money would be better allocated elsewhere. If the company is surpassing expectations, revise expectations so as not to shortchange what the company is capable of producing.

Developing a successful marketing campaign is an important step in preparing a company for the upcoming year. Taking the time to research and create a practical plan will give everyone a clear picture of the expectations and will guide the business to the next level.
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