Of course as a marketer I always say people should never stop marketing. They should eat and sleep marketing because it’s central to the success of their business.
Not everyone thinks about it the way I do though and many business people need to set aside special time to devote to marketing.
Here in Canberra it’s pretty much tradition that businesses (that aren’t in the christmas present and party business) shut down for a break. For that reason, now is a great time to start thinking about marketing.
I say that because marketing is something that takes a lot of thought and planning. It’s hard to give yourself time to think if you are constantly busy doing what you do.
Here’s what I’d recommend you do with your time:
Step 1 – take a proper break. Marketing is work and you do need recouperation time.
Step 2 – take out your marketing plan (you know the things you scribbled on that bit of paper last year) and review how you performed against your targets. Figure out what worked and what didn’t work and why. Brainstorm three ways you might improve next year and set yourself some new targets.
Step 3 – look at your database and identify your 20 best customers. That is the ones you like working with the most and those who do the most business with you. Create a picture of what they look like – their characteristics, demographics, their values, hopes, fears and needs. With that in mind, think about ways that you could serve them better. What additional value could you add that would generate more revenue and secure their loyalty?
Step 4 – Still on the database – identify the leads you had in 2008 that didn’t go anywhere. People who said “not now” or “I’m not sure” or just didn’t get back to you. Make a list for someone in your team to contact them in the new year to check how they are going and whether they need anything from you. You might even send them a special offer to let them know you are thinking of them.
Step 5 – Review your collateral. Get out all your brochures, your business card, your yellow pages ad – even other advertising and look at it from the point of view of your customers. Is it still creating the right image to appeal to your market? Could it do with some tweaking or a re-fresh? Make some notes for your graphic designer to discuss in the new year.
Step 6 – Write it up. Write down what you’ve come up with in dot points and schedule activities in your diary.
Step 7 – Congratulate yourself – you’ve just started your marketing plan for 2009.
Of course if you need help with all this or to take the next steps. Make a time to have a chat with your friendly marketer. I’m going on holidays too but I’m always happy to have a coffee with my friends.
Merry Christmas and a happy and prosperous 2009.
Jean Mc
Canberra Small Business Blog 
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