DATE: SEPTEMBER 2019
CATEGORY:

SPRINT TO THE FINISH: A 5-STEP ACTION PLAN


Chuck Whitmore

Are you on track to reach your 2019 goals and objectives? Are you prepared to hit the ground running in 2020? Make — even crush — your numbers by following our 5-step action plan.

  1. Take stock of what you already have in market. Whether you look to digital marketing campaigns, paid search, social media, transit posters or an elite sales force to shake the trees, your best and fastest results will come from tactics that already have some traction through frequency and brand awareness. The key is to know what’s working.  A cutting-edge digital platform like illuminaTM can show you what’s moving the needle and what isn’t. From there it’s easier to make informed optimizations.
  2. Refresh the creative to sharpen brand-consumer connection. While you don’t want to lose time developing a new campaign, there are often simple things you can do to make an impact. A different image. A fresh headline. A new CTA. Make the tweaks and look closely at how your target audiences respond.
  3. Don’t overlook the low-hanging fruit. According to research, the success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a newcustomer is 5-20%. Look to your “insider” channels like social media and email to push promotions or simply re-energize the conversation. Show your customers you care, or someone else will.
  4. Revisit those targets you set at the beginning of the year (or even late last year).  Were they realistic? Did market conditions evolve? Did your competitive set change? Work with your marketing strategist to ask the right questions now with Q4 and Q1 2020 in mind. Reset your objectives if necessary.
  5. Rally the troops. Once your action plan is in place, it may be apparent that you have gaps in expertise or manpower. Resist the temptation to put that part of your plan on hold, skip it altogether, or assign it to someone without the right skill set. An outside marketing partner is likely to have the expertise needed, with resources ready to help right away.  ??

Contact Solutions@oxfordcommunications.com for strategic and tactical solutions now.