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Marketing Goals
Business experts agree that goals power businesses. A wise man once said "If you don't know where you are going, any road will take you there!" With that in mind, let's define your business goals. Then you'll be able to target your marketing efforts to reach them instead of wasting your energy floundering around without an end in sight. Goal setting is the difference between aiming at something in the sight of a rifle or just hoping to hit the target with the broad spray of a shotgun -- if you get lucky.
Carefully aiming your efforts has two wonderful benefits:
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You'll need to invest much less money in your marketing program because you're not wasting dollars by scattering tactics all over town.
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The leads you generate with a targeted program are higher quality because they fit your definition of exactly what kind of prospect you want as customers. This makes for much easier sales!
So, what are the long and the short range goals of your business? Start by answering these questions:
Where you want to be:
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If I envision my company five years into the future, what do I want it to look like?
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How big will my business be?
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What will my role in the business be?
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What services will I offer? (Design, construction, etc.)
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If I walked up to someone on the street of my town and asked them what they knew about our company, what would I like them to say?
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How far am I today from achieving what I want?
Where you are today:
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Who is buying my services now? One audience (homeowners only) or more than one audience? (homeowners, commercial management companies, architects)
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My base customer is: (include age of home, household income, occupation, single or married, etc.)
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My customers are located:
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They would say that they are buying from our company because:
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Who else do I want to sell my services to? Why?
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The type of work that is most profitable for me is:
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The type of work we enjoy doing most?
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The type of person I most enjoy working for is?
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Who are my closest competitors?
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My company is different from my competitors because?
The answers to these questions will open up an entirely different view of your company. They'll help you see a larger picture which will be a great help in deciding on the direction you'd really prefer to take. Take the time to reflect a bit on how you want your company to affect your future. Then create a marketing plan that helps you get there.
Excerpted from the best seller, The Remodelers Marketing PowerPak: A Ready-To-Use Lead Generation Kit by Victoria Downing and Linda Case.
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Official Charity of 2008
Remodelers Advantage Inc.
535 Main Street, Suite 211
Laurel, MD 20707
ofc: 301-490-5620
fax: 301-498-6869
Info@RemodelersAdvantage.com