Almost every business needs to engage in some marketing and promotional activities to survive. Marketing and promotion help bring in new customers, and without new customers, most businesses will have a hard time keeping the doors open and the lights on. When developing marketing and promotional strategies, it’s very important to define clear objectives so you know what to expect and how to measure if a campaign is successful or not.
Types of Objectives
The type of marketing and promotions you do will differ depending on the objective you are trying to accomplish. The first step in defining your marketing and promotional objectives is to identify your broad goals for the campaign. Possible broad objectives include generating leads, creating interest, garnering press attention, educating an audience or stimulating demand for a product or service.
Different objective will call for different tactics. For example, if your goal is to increase the mentions of your product in the press and in the blogosphere, then you would send press releases to reporters and sample products to people or publications that do reviews. If, on the other hand, you want to generate leads, you would gear your marketing materials toward your target audience and include an incentive for them to provide you with contact information.
A marketing or promotional campaign is not necessarily limited to a single broad objective. The overall campaign may aim to accomplish a series of objectives. When that is the case, it’s very important to clearly define each objective and the methods with which you plan to achieve them.
By stating clear objectives, you make it easier to establish a step-by-step process that will move you forward toward your ultimate goal. Unclear objectives can leave ambiguity regarding what to do next after your initial marketing materials are launched.
As part of the definition of your objectives, it’s good to establish how you will measure success. For example, if your broad objective is to increase leads, then you may define success as a 20 percent increase in monthly leads over your current monthly average. If your marketing goal is to increase traffic to your website, then you should set a specific percent increase as your goal.
Remember, in many cases, when you want to measure your success, you need establish your baseline first. In the lead example, you would need to know the average number of leads you currently generate a month. In the website traffic example, to get an accurate measure of success, you’d need to know how many visitors your website is already getting.
Part of defining a clear marketing objective is setting a timeline for implementation and completion. If you’re setting objectives for an ongoing campaign, then you should set regular dates for measuring progress.
You should also identify key milestones for launching your campaign and implementing the various steps, so that you can best track your progress and be certain that everything is moving according to plan.