With the official start of spring, it’s time to start thinking about that annual tradition we all love (or loathe) – spring cleaning.
The promise of longer days and warmer weather gives us the inspiration we need to clean out the clutter both at home and at work. Spring cleaning can go far beyond scrubbing floors and throwing out the trash, though. For some of us, it’s the one time of the year that we reassess what we have and either oust the old, or reorganize what we deem still relevant to our lives.
The same perspective can be applied to the way you approach your current marketing strategies. When was the last time you reevaluated your marketing plan and reassessed your collateral? There’s no better time than now to toss that outdated brochure or review your current online presence. The spring season can be a perfect time to clean out old, irrelevant collateral and bring fresh, new ideas to the table.
Here are a few tips to help you clean up your marketing strategy this spring:
Check for Brand Consistency
Take some time to review your current marketing collateral and campaigns, and evaluate whether all of these pieces are communicating a strong, consistent message about your brand. You’ve worked hard to develop and maintain your brand, but sometimes that carefully crafted brand can become muddled with conflicting messages spread across all of your collateral.
As you look at all of your marketing pieces for brand consistency, be selective of what to keep and what to toss. Now would be a good time to refer back to your marketing goals for the year and make sure the pieces you do keep connect with your customers and provide a consistent message. This step doesn’t necessarily call for a major overhaul if you don’t need it. But it will be beneficial to approach this step with the understanding that you may need to refresh a few pieces to make sure they’re consistent with your brand.
Evaluate Your Marketing Channels
As you think about the components of your marketing strategy, make sure you consider all the channels you utilize in your approach. In today’s hyper-connected society, there are a myriad of ways you can communicate with your customers – from flyers to Facebook posts – and it’s important to make sure you’re making the most of each.
While the internet has given way to new digital marketing channels, print media still holds numerous advantages you would be remiss to ignore. Print collateral, such as your corporate brochure, sales handouts and trade show materials, can give you the benefit of having complete control of your messages. Unlike the unpredictable nature of digital marketing, your print materials will always communicate your brand in the exact way you planned – no need to worry about negative comments or unexpected account hacking.
Those brochures and sales handouts can also have a more meaningful and lasting impact on your customers, especially when you’re meeting with them face-to-face. A well-done, high quality piece can be a direct representation of the quality of products or services you provide. Don’t underestimate the power of print materials – the piece in your customer’s hand has the ability to significantly impact his or her impression of your company.
Review Your Goals
As you solidify and strengthen your marketing strategy this spring, always be mindful of the goals you’re trying to accomplish. Your planning and organizing should be guided by the marketing goals you’ve set for the year. For example, if you’ve decided to increase brand awareness, then your marketing strategy should reflect this goal with tasks that will produce the results you need.
As you refine your marketing strategies, you may realize that some of your goals may be inconsistent or inadequate in the long-term. Since it’s still early in the year, you have plenty of time to reassess. The sooner you evaluate your current marketing approach, the more time you have to make adjustments and plan for new tasks.