Happy New Year! What are you most looking forward to – marketing-wise for 2021?
It’s been a TOUGH year but the beginning of a new year is always a good time to reflect on the results of last year’s marketing plan and to consider what changes you’re going to want to implement for 2021.
I’m willing to bet that your 2020 marketing plan took a back seat to some of your other business-related plans. Not to worry. It’s a brand new year, there IS a light at the end of the tunnel and we can take what we learned last year and start making a new plan.
The keys are flexibility, adaptability, trend-spotting, and commitment – and a map. If we’re going to get where we want to go then we need a map.
Begin with the end
Oftentimes when it comes to a marketing plan some people don’t start with the final destination, where they want to be by December, in mind. Instead they start heading off “down the road” – destination to be determined.
I spent the weekend of March 7-8, 2020, at the Travel & Adventure Show in Washington, D.C. It is a convention for people who, obviously, like to travel but it also includes sessions for people who like learning about how miles and points can enhance their travel experience. It was perfect timing because all my travel and loyalty program calculators had reset to zero at the end of 2019 (just the calculators, not the accumulated points or miles). This is important because in order for me to achieve my travel-related goals for 2020 and beyond, I needed to know by the end of the year how to structure my travel plans.
Well, 2020 was a bust as far as business or leisure travel so whatever miles and points plan I had originally made based on traveling 10 out of 12 months a year was pretty much useless. (Same thing could be said for the face to face education-based marketing and in-person meeting & event marketing plans!)
If my original goal was to acquire a Southwest Airlines Companion Pass in 2020 so that I could bring a companion along for free in 2020 and 2021, then I would have needed to determine what strategy I would use to acquire the 110,000 Rapid Rewards points I needed to receive the pass. The final destination – 110,000 points. I could keep the same goal but I’d really need to re-think my strategy since it would’ve been really difficult to accumulate 110,000 without stepping foot on a plane, renting a car or staying in hotels or having a reason to use my Southwest Visa card. Probably wouldn’t have been impossible but, it made sense in March to take that “destination” off the map for 2020.
Know your starting point
A lot of things in the travel industry have changed since last March. Airlines have been hit hard and they’ve adapted and pivoted so what seemed like a very difficult destination last March might not be so difficult this year. You might think that there is only one route to get there – not true. Route 1 equals flying. Route 2 equals a mixture of flying and buying things through the Southwest Airlines online shopping portal. Route 3 equals getting a Southwest credit card that will give me 50,000 points after I spend a certain amount in a certain time frame, plus flying, plus shopping. Those are just three examples but there are a plethora of routes. Some that will take me all year to get there. Some that will take me a matter of months. Some that will be cost prohibitive and some that will be relatively inexpensive. The two things that I know for sure are where I am right now and where I want to go.
Know your route options
For example, you know that you have 27 newsletter subscribers as of today but that you want 2,499 subscribers by the end of the year which route are you going to take? Just like getting the Companion Pass, there are a lot of different routes with different time frames and different cost.
In our newsletter subscriber example, we have a clear goal of acquiring 2,472 new subscribers. We want to make sure that all of our new subscribers are people who are relevant to the success of our business and not just route “detours” for the sake of pumping up the numbers.
How can you get there? Which routes?
Sign up form on your website (of course!)
Sign up form on your business facebook page
Incentives in your office waiting room or fitting rooms for signing up
Those are just a couple “routes” for you to take.
Where do you want to go? How do you want to get there? We’ll talk more about tools and budgets in the next post….