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What worked in 2010?


As a pilot might say to air traffic control, “We’re about ready to request clearance for pushback.”

2010 is pretty much gone. I’m hoping we can hang on to it for just a few more minutes. All too often, here’s what happens. Around October, we start planning for the next year.

Then some project springs a leak, and pretty soon we look up and it’s the last week in December. Our plan is still in cocoon mode.

Here’s my fear: Because you haven’t finished it yet (or worse – even started it), you’ll roll into the new year and decide you’re too late, so you’re stuck with the status quo.

The truth is, you probably should keep doing much of what you’re doing. After all, marketing is a marathon, not a sprint.

But you don’t want that to be your default position. Think through which strategies and tactics should remain airborne and which ones should be grounded so you can either devote more resources to the remaining efforts or add something new.

This column’s space is limited, but at least I can help you kick off the conversation. Bring your team or other key stakeholders together and begin with these questions:

• Which marketing effort generated the most word of mouth in 2010, and how do we know?

• Which tactic allowed us to connect with/serve our existing customers best?

• We can credit the largest number of leads generated to what?

• Which project or tactic served our employees best?

Starting with what’s working is affirming for your team and also sets the bar for evaluating your other efforts. Don’t let a late start ground your marketing plan for 2011.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan

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