It’s that time of year again — planning time. But the reality is planning isn’t something that happens once a year. Planning is a persistent, ongoing activity. Because of that, we partner with our clients to establish a road map early and respond to any necessary changes throughout the year. From marketing goals to campaign strategies, here are three considerations for creating an effective annual marketing plan:
1. Set Clear Goals It is important to have well-defined goals that are measurable so you can successfully track and report on marketing initiatives throughout the year. At the beginning of each planning season, we like to talk with sales teams and senior leadership to set goals that measure essential KPIs like qualified leads and purchases. As you set these goals, remember to keep them top of mind as you develop your strategy.
2. Form a Strategy An effective annual marketing plan requires analyzing the metrics from the previous year. If you ignore the data, you’ll lack insight into how to adjust your strategy to see optimal results over the next year. Be sure to take the time before, during, and after annual planning to measure the impact of your marketing efforts so you can effectively identify the channels tied to marketing success.
3. Layout the Specifics Once you have the broad tactics, plot out key company announcements and industry happenings. We recommend looking at least 12 months ahead to ensure that marketing efforts will accurately coincide with product launches or trade shows. Be sure to schedule some additional time to lay out the specifics of each trade show as some may be altering their formats or changing dates as they react to COVID-19.
Ready to build an impactful annual marketing plan? Contact us to learn how Celtic Chicago can help you meet your business goals with integrated solutions tailored to your unique business needs.