We certainly don’t have crystal ball but we have been working on a number of Marketing Plans recently and as part of the process have been carrying out extensive research into future trends for the next year and beyond. Every client has a different need for a Marketing Plan and their marketing communications are totally unique to them. One constant factor has stood out though for all the Marketing Plans we have been working on, even the most cautious of forecasters are predicting economic growth for the UK in 2014 with a bright forecast beyond that. This is coupled with a year when there are key events happening in Scotland such as the Commonwealth Games, Homecoming Scotland 2014 and the Ryder Cup.

So what does that mean for you? We have argued for all the clients we have been working with it means Opportunity for you to build your business.

2014 may be the year when you can launch that new product you have that you have been putting off in the years of economic uncertainty. It may be the year that you expand your business or refurbish it or extend the business. This could be the year that you target new customer groups to your business or decide that you want to target a new geographical area. This could be the year that you decide to take on more staff or try a new promotional tool. Every new year brings with them a new start and new opportunities but the past few years it has been hard to see past the doom and gloom and many of us have kept our hand on the steering wheel and not ventured too far from what we know best. This year could be different, it could be an opportunity for you to build your business. So we thought we would give you some tips on what to consider.

Who do you want to market to?
Do you want to attract more of the customers you already get in the same age group or grow business in the same sectors? Or do you want new customers in different age groups or geographical areas or a different business sector completely? Or do you want a combination of more of your existing customer groups and new customers too?

Why do you want to market to them?
Do you just feel that you should be getting these customers or do you think the customers would be ideal for your business? Many people do this but it can be a risky strategy. It is worth spending time thinking why you think these customers would be good for your business. Considering how this would fit with your current customer base, would it be complimentary or might there be clashes. Do some desk research into this customer group and see if there is a growth in this market where you live and what are their needs and requirements and if your product fits. So that before you set out you know that your target customers and your business are a complimentary fit and you don’t waste money on people that will never buy your product.

What do you want to say?
It is worth sitting down and considering what your key unique selling points are. How can you make them succinct so that you can get them over in your promotional messages. Do you have photos and a good quality brand to go alongside the messages and does it stand out or are you just saying so much that the message gets lost? Do you want to give them an introductory offer or for business to business invite them to along to an event?

How are you going to communicate with them?
What marketing tools are you going to use. It is worth writing down your ideal marketing communication tools. Then consider the customer you are targeting and work out which of these tools your customers would or wouldn’t use. Then set a budget and prioritise the tools that you can afford.

Ready, Steady, Go
It is easy to spend lots of time on the activity above and then miss the moment when you should have promoted. You can have the best thought out Marketing Plan in the world but if you don’t actually implement it that’s all it is, words on paper. To get a result you need to action it and know from the outset when you are going to do this. And then you need to make sure that you have measured it to make sure it works. So sit down each month and consider how the activity is going and what has been achieved.

Bright Light Marketing would like to wish you all the very best for 2014. It is definitely a year of great opportunity to seize upon but first of all you must plan and most importantly put it into action to enable your business to grow and benefit from this opportunity.

If you would like to discuss how Bright Light Marketing can help your business to seize new opportunities please contact us by email or telephone 01750 505051