Episode 1 - Creating a Marketing Roadmap

Hosted by Shelby Klick and Vince Ventura

Goals

Creating a marketing roadmap can help you plan and promote store events,  drive more traffic to your store, and make more online sales using social media and email and website marketing best practices 

What current trends are affecting your current market?  How will this affect your initiatives?

• When are your customers most likely to be reached by your promotions?
• Are you selling high ticket items or low ticket items?
• Something that can earn repeat sales?
• What are your competitors doing and doing well?

Who is your target market?

• Who is the perfect customer?
• Age, sex, disposable income, hobbies
• What do these people want to see?
• How is the perfect customer reached?

Set a timeline for your goals

If you don’t set an end date, you’re never going to reach your goal, or you’re never going to put pressure on yourself to start working towards your goal.

Initiatives - Specific steps you will take the reach your goal

• Social media
• Website
• Email marketing
• In store promotions and events
• 60/30/10?

Decide how you are going to measure your goals

• Quantify your outcomes.
• # of customers
• # of products sold
• Profit goal

Evaluate the outcome and provide feedback about what should continue or change for the future. This will help you look back and see what went right, what went wrong, what you can improve on or continue to do.

 

Key points

• Don’t overwhelm yourself with too many goals or too many initiatives
• “Marketing is a marathon, not a sprint”
• Takes time to build brand, customer relationship and trust
• Grow with your business and with customer needs