[As we start another year, it may be a good time to stop and reflect on how your company is positioned for the coming year’s marketing battle. It’s so easy to get caught up in the day-to-day tactical work that all of us need to do. But every now and then, it’s good to stop and take a good view of your marketing efforts from thirty thousand feet.
The following are just a few of the basic questions we feel you should ask yourself before moving into the New Year:
1. What’s your Brand of Distinction?
A brand is a promise to your customers. Whether you intend to or not, all of your marketing contributes toward a brand image in the marketplace. The goal is to control and guide that image into what we call a Brand of Distinction. What is it about your company that is unique only to you? If you have not gone through an exercise to determine your Brand of Distinction, this may be a good time.
2. Is everyone on the same page?
If someone were to ask all of the key people in your company “why should I do business with you versus your competitors?”, would everyone answer the same way? And could they answer in less than ten seconds? If you are not on the same page internally, how can you expect to effectively communicate to your marketplace?
3. Has your positioning strategy changed?
What is your positioning strategy? Has it changed, even slightly, over the past year? And how does your positioning strategy compare to those of your main competitors? If you haven’t already done so, create a grid of your main competitors. Where does each of them fall within that grid? This is a great reality check of where your marketplace is and where it may be heading.
4. Any new competitors or old competitors doing things differently?
Don’t take any one of your competitors for granted. If you have any new competitors, make sure you know everything about them. And be sure that you always monitor your existing competitors to avoid strategic surprises. The more you know about the choices your customers and prospects have, the better you can sell them your products and services.
These are just a few of the most critical touch-points we feel that every marketer should review each year. Obviously, there are many more. It’s so easy to stay caught up in the day-to-day frenzy, but this is a great time to look at the big picture and make sure that all is still on track.
As we start a new year, all of us here at Gumas would like to wish you a very Happy New Year and great ROI.
Until next month…