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2019 – time to reflect. How do you evaluate your marketing activity?

In our last blog small businesses will your print marketing hit the ground running in 2020? we discussed how important it is to revisit your current marketing activity when planning for the year ahead.

With the new year not far away that quiet time in between is the perfect time to look back at the last 12 months and what has, and hasn’t, worked well. Only by reviewing what you have already done can you be sure you’re getting the most bang for your buck, grow and improve your business and spot any gaps in your strategy.

To get you started, here are our top tips for reviewing this year’s marketing activity to help you make 2020 better than ever.

Did you achieve what you set out to do?

If you set goals and objectives at the beginning of the year, now is the time to look back and see how well you achieved them. If you didn’t formally write down your aims for 2019 and just went off a gut feeling, then you may find this a bit harder. Make sure you change that for 2020!

You don’t have to go mad with planners and other tools – just write down what you want to achieve! It may sound obvious, but you’re on the road to nowhere if you don’t have a destination. We can point ourselves in the right direction, but without a destination in sight, the journey will be tough.

By starting with an end in mind and setting out smaller goals along the way you put yourself in a much better position to succeed. You can keep an eye on your progress of your marketing activity throughout the year and adjust what you do accordingly.

Look at the financials!

Central to evaluating your marketing strategy will be return on investment or ROI what has your activity brought you in cash and what has it cost you.

To do this well, you need to understand that different marketing activities produce different results. E.g., direct mail should directly increase sales, while branded stationery and business cards are all about reinforcing your brand, increasing loyalty and encouraging repeat business over the long term.

Look closely at your sales and work out how many are a direct or indirect result of your marketing output. This is so much easier if you have set up the appropriate tracking. Learn more about how to track your print marketing here.

What tactics did and didn’t perform well?

When you’ve worked out the overall success of your marketing strategy, it’s time to look at the detail. How you gauge the success of your marketing tactics depends on several things. The nature of your business, the product or service you provide and of course the objective of your marketing activity in the first place. Here are just a few ways to review the success of each of your campaigns:

What have my competitors been up to?

Review your competitors’ marketing activity much in the way you do your own. Look at the campaigns, online and offline, they’ve undertaken and compare them to your own. One of the easy ways to keep an eye on your competition is to follow them on social media where they’ll post regular updates much in the way you do. Also take a look at their websites, what do they offer that is better, or not so good as you, where are they clearer, how do they handle the customer journey?

 

Now you’ve reviewed your marketing strategy for 2019, it’s time to think about taking action! Planning gives you the direction but it doesn’t give you the outcome – for that you need to implement.

When you need help planning, managing and distributing your print marketing in 2020, get in touch with us and arrange a consult, because at NEXUScpp … your print is always understood.




Gill Robinson
17th December 2019

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