Splendid Marketing in 30 Days: Setting Goals

Tuesday, November 15, 2011

I once made an off-handed remark to a friend while discussing a desired outcome for a project: "Fingers crossed!"

Without missing a beat, my friend replied, "Well, uncross your fingers and get to work!"

According to a report by McKinsey, "80% of marketers allocate their budgets by either using subjective judgments or by simply repeating what they did the year before.” With 2012 just around the corner, it's important to have a solid wedding marketing plan in place for next year -- one that is based on strategic and smart decisions and not on haphazard guesses.

Today kicks off Splendid Marketing in 30 Days, a series designed to help you map out what you would like to see happen for your company over the next year. The choice to be splendid is yours: you can opt to be part of the 20% that plans for success or you can join the 80% that simply crosses their fingers and hopes for the best.


Splendid Marketing in 30 Days: Setting Goals

It's no surprise that goal setting is important -- the concept is hammered home in every business book -- but very few people actually sit down to write out what they want for their company. In order to figure out what you need your business to accomplish over the next year, you need to first know what you want.

This is easier said than done. It can be difficult -- excruciatingly difficult -- to clear our heads, set our egos aside, and really ask ourselves what we want to see happen in our lives. It's easier to just peer into other people's lives via Twitter or Facebook (or at least how they are portraying their lives) and attempt to have what they're having. We each have different dreams and it is important to honor that truth. Comparison not only kills joy, it kills the spirit of generosity.

The first step in planning out your marketing strategy for next year is to determine what YOU want. I am a believer in big dreams, but I am not into manufactured hype. I also believe that big dreams are defined by what brings you the greatest joy, not by what the rest of the world may think is important. Perhaps your first thought when hearing the saying, "go big or go home" is "home sounds rather nice." Destination weddings or working with celebrities may not appeal to you, and that is perfectly fine. Create goals with performance indicators that support what YOU want for YOUR life.

When you write out your goals, be specific. "I would like more clients" is too generic. If you only gain one more client in 2012, will you consider that a success? "I would like to get more high-end brides" is another common, yet vague, goal among wedding professionals. High-end is a tax bracket, not a target market on its own, and we'll talk more later about defining your target clients and customers. Here are some examples of making goals more specific and increasing their likelihood of success:
  • I would like to do 40 weddings next year as opposed to the 25 I had this year. 
  • I would like to be able to raise my prices by 40% so that I can take fewer weddings next year. 
  • I would like to be able to quit my day job in the next six months so that I can work on my business full-time. 
  • I would like to be able to open photography studios in three different cities in the next five years.
  • I would like to be able to move my office out of my home in the next twelve months. 
  • We would like our sales team to increase food and beverage revenue from weddings by 400% next year. 
  • I would like to do 50% more destination weddings than I did last year. 
  • My family is growing and I would like 90% of my weddings to be closer to home so that I am on the road less often. 
  • I would like to work with 5 more wedding planners outside of my local region.
  • I would like to have a television show in the next two years.
  • I would like a book deal and would like to start the process in 2012.
  • We would like to launch a product line in the next 18 months.
  • I would like to triple the annual revenue in my brick-and-mortar store.
  • We would like to increase the average sales total of our e-commerce transactions by 20%.
You'll notice that these are all related to the core of a business and are not necessarily "marketing goals." Your marketing should always support your business core, not your ego. 

Tomorrow we'll talk about how your values impact your marketing and can help set you apart from the crowd.

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