Create the right mix to achieve Marketing goals

Create the right mix to achieve Marketing goals

Any complex organization such as a corporation will have a correspondingly complex web of goals and objectives. Some of these will be appropriate for Marketing support, some will not.

Therefore, the first task is to identify short and long term Marketing goals, and weight them comparatively to help guide resource allocation.

The next step is to translate goals into action. This is where the creativity starts.

For simplicity, let’s assume that you have identified 10 goals that will be subject to Marketingsupport.

You’ve ranked them in order of importance.  Is it likely one Marketing program, even one of supreme originality and audacity, can contribute to each of these goals? Probably not. If you’re lucky, that single brilliant Marketing program can further the corporate agenda in perhaps 75% of the relevant goals.

Would you be satisfied with a final grade of 75%, even if it earned the accolade of your peers? Would you stop at “good” if “great” is within reach?

Logically, then, some of the Marketing budget should be set aside to promote these lesser objectives, in order to attain the best result.

Each goal should be targeted by using the best Marketing channel available for that specific purpose. Here’s a visual example of how the continuum of goals might be addressed through a variety of channels – Entertainment marketing, sports marketing, not-for-profit affiliation and arts patronage.

Within the sports category, Marketing via professional golf shows potential to “move the needle” on eight of your goals. The rest must be considered through different channels.

Compare your goals, and their relative weights, against the resources and Marketing options available. Over time, enhance your matrix of performance strategically and methodically.

This approach to incremental improvement can yield significant benefits even without requiring additional resources.

At worst, it gives you a powerful decision-making tool for your annual campaign planning.