In the past I had a boss that would say the same line at our quarterly new builder orientation presentations “If you don’t have a map, any road can take you there”. This is a very true statement. A Marketing Plan is like a map and setting a goal is your first concrete step in creating one.
What are your goals? What do you want to achieve. Be specific and don’t be self-limiting.
Is your goal to increase your market share by introducing a new product line or introducing a service or is it to increase gross revenue? Only you can determine your goals. Whatever you decide it needs to be specific so that the strategy can later be evaluated and measured. If you have multiple goals for various aspects of your company with different revenue streams than a separate Marketing Plan for each segment must be created.
Write down some goals and float them to your staff and get their feedback and buy-in. Refine your goals and make sure it is something you can live with will follow through on. Again start with a simple specific goal that can be tracked. Don’t try to tackle too much at once.
If it is goal that will take a long time to achieve break it down into pieces with milestones as goals. Sometimes just beginning can be the most difficult part so commit to yourself and your organization that this is something that you will do and achieve. Give your staff time to process and come back to you with ideas. Set deadlines.
We welcome hearing your thoughts regarding Marketing Plans and Strategies. Feel free to post your questions and thoughts in the comments section below.
ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, creativebrandcontent.com - a marketing consulting company and Modularhomeblogs.com, a subscription blog service for builders. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards. Contact can be made at email@example.com or by phone at 540-488-2978.
Parts of this blog was resourced from the blog 6 Steps to Develop an Effective Construction Marketing Plan by Michael Moore