MARKETING TIPS

by Ken Mitchell

Welcome to the New Year.   Yes - it is that time of year to recover from the festive season and get the mind to re-focus on the year ahead.   Amongst the first things to do is to set aside some time for PLANNING the year’s business activities.   The one single issue that holds back bad or mediocre businesses from being good is lack of pro-active planning.   The next issue that moves good businesses to become exceptional performers is sound planning implemented together with sound commitment and a positive attitude.

Some years ago I was asked by a friend to advise him about how to market his struggling business.   After several meetings I advised him of a proposed strategy which was against his judgement and very many years experience in the industry.   After some animated discussions he, with some reluctance, agreed to trial the approach.   For the outlay of $42 in postage of highly targeted approaches to new potential market segment (plus my time), the business gained about $200,000 gross per year in repeat business from a new market segment.   Not only did his business (and profit) turnaround dramatically but also so did his attitude and appreciation of investing in planning.

Whilst your business probably will not receive such a financial jolt into the new millennium as this client did, every business that does invest in planning (undertaking market research, reviewing markets and products, reviewing advertising and promotion, etc) should expect to have a net gain greater than the alternative – which is apathy.   Nothing succeeds like success and ongoing pro-active planning for a business is a recipe for GROWTH.   Money may not make you happy but financial security with spare cash jingling in your pocket to buy the family a treat will no doubt put a smile on your New Year.

Why not make a New Year’s Resolution to be pro-active and upgrade the marketing planning for your business.

Ken Mitchell is the CEO of Australian Marketing & Research Services and can be contacted on 62576677w, or kenmitch@dynamite.com.au