Five Marketing Resolutions
One thing that quickly bores me around this time of year is all the talk about resolutions. Making New Year’s resolutions sounds like a good idea, but typically, they’re quickly forgotten or crushed under the wheels of the unswerving force of Habits.
But since you come here to get ideas, why not give you a few resolutions you can use to get your marketer’s brain off to a fresh start in 2010. These ideas could help you forget 2009…which I think all professional marketers would like to see quickly happen.
Before you groan and get the idea these resolutions will be as hard to keep as that big one you made (yes, you remember THAT one), let me tell you these are relatively easy. You can probably accomplish all five in the new year.
So, here are your Five Marketing Resolutions for 2010.
1. Get Back in the Game — This is an obvious one. The majority of financial services marketing departments either scaled back advertising or had budgets cut in 2009. Likely both. Those that continued to promote products probably gained the upper hand in their markets. The marketers sitting on the sidelines for so long now have some catching up to do. Get your name and your products out in front of the public again.
2. Test — Run at least one A-B split test by mid-year. If you’re not familiar with the term, “A-B” means you have two versions of your mail piece. There’s a variable, typically only one variable, that makes them different. Have the list people divide (“split”) the versions equally. For example, half the addresses in a carrier route get Version A and half get Version B. See if the variable makes a difference in response, then adopt the winning variable for future promotions.
3. Promote a Neglected Product or Service — You know you have one. Dust it off. See what you can do to promote it. Give it a try, at least on a limited level (maybe for just a segment of your marketing territory). If your limited promotion succeeds, roll it out to a wider audience.
4. Try a New Style Promotion — If your financial organization is opening a new branch or two next year, then you have a chance to make a big splash in the surrounding neighborhood with a grand opening promotion. Otherwise, look for a new angle. Tie a promotion to a holiday or season or community event. Come up with a promotion that’s out of the ordinary for the financial industry niche. It can get you plenty of attention.
5. Learn Something New — Read a few new marketing books. Reread some of those marketing books collecting dust on your shelf. They’re not just there to impress people. Take a marketing class. Attend a conference or symposium. Talk to marketing professionals in other lines of business and see if you can adapt anything they do to your own marketing plan.
Now, don’t say I never give you something extra. Here’s your bonus resolution.
6. Keep Reading This Blog — Self-explanatory. A no-brainer. The one resolution out of billions of possible resolutions that’s the easiest and smartest for you to keep.
Okay. Don’t stop now. Write down these resolutions or print a copy of this list. Pin it on your bulletin board or staple a copy to your 2010 marketing plan. No excuses. See what you can accomplish next year.
Good luck. I know you can do it.