By Stephen Rhodes
Jeff’s scavenger hunt got me thinking about spring, and the seasonal reboot that tales place once the sun stays in place for any length of time.
By now, you know if your marketing plan is working. Are you happy with the results? If you are, great, keep it up. If not, you need to take a look at the key metrics that you use to measure success. It’s only the second quarter and there is plenty of time to change the trend line.
First, examine your expectations. Were they realistic? Have market conditions put your plan in jeopardy? Has your competitors stepped up their game? Have your customers responded favourably to changes you may have introduced – price increase, new products, improved customer service?
Failure in business often comes from a dogged persistence to stick to a plan that isn’t working. Smart business people are adaptable and open to change.
Smart business people also have their finger on the pulse of their business and have a set of indicators that help them measure success. You need to understand and monitor the metrics that are important to your business.
If one of your goals is to develop new customers and your marketing tools are not getting your message to the people you want to reach, change the tools.
Talk to your customers. Sometimes we get so caught up in the advances of marketing through media darlings like Facebook and Twitter that we forget the old-fashioned telephone can put us in touch with a customer instantly.
There is no shame in adjusting your goals midstream.
If your goal is to drive the top line, revenue, and you have invested heavily to do that, you need to look at what’s working and what isn’t and refocus the investment. If the goal is to protect the bottom line, then you might have to adjust expenses. Hopefully, in any kind of investment in your business, you provided for a reasonable length of time to allow for growth, part of your strategic approach to building your business.
The point here is that there is lots of time to adjust your plan. With a little care and attention, the bulbs you plant this spring will still flower.