Begin 2009 Planning NOW

With summer on the wane, it’s time to begin making plans for next year’s marketing communications strategies. Our team at S&A is already conducting early audits with clients to evaluate strategic and tactical adjustments needed for 2009.

With the anticipation of MarComm budgets coming under even more pressure in the months ahead, now is the time to take a close look at the tactical implementation of your strategic marketing initiatives. It may need adjustment.

Here’s a short list of things to consider when marketing dollars are at their tightest:

• Invest advertising dollars in more product specific, feature/benefit ads instead of broad, awareness campaigns.
• Evaluate trade shows. Unless you have a major new product to introduce, consider skipping a year and sponsor local meetings or events instead. There’s a good chance trade show attendance will be down because of tight budgets anyway. Get a better return on your investment by going directly to the customer with a traveling road exhibit, “Lunch & Learns,” etc.
• Focus on creating those sales tools your field reps really need.
• Create or expand and maintain your prospect database. Then use that valued resource for both research and segmented messages.
• Reevaluate your website. It’s time to refocus it from a passive product and information only site to a more aggressive selling format. Strengthen product and market specifics. Develop vertical audience microsites that speak directly to a refined target.

It’s never too early to start planning. Get the most out of every MarComm dollar next year with a focused, strategicaly-built plan. Questions about your products and markets? I’m here: dshorey@shoreyandassociates.com / 864.242.5407.

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