Marketing Objectives Drive Your Business

Great achievements have one common element. marketing objectives

Without it makes the journey difficult.

With it you have focus and it gives the momentum when things get tough.

And when you achieve it you feel that wonderful sense of accomplishment.

The element is an objective.

For businesses it is the marketing objective.

What are Marketing Objectives?

They are simply what action you want your customers to take.

Marketing objectives are always link to your sales objectives and therefore are measurable.

Once they are set you can then select your key marketing strategies and tactics. These will be selected and action specifically to achieve the objectives.

To keep it simple the objectives can be placed into three categories:

1. You Want More Customers

If you are a new business you naturally will need customers to buy your products or services.

If you have been in business a while you may decide that gaining more customers is what is needed for your business at this time.

The specific objectives include:

  • Awareness – this means making sure your customers know that your products or services are available to buy.
  • Purchase – this relates to the initial purchase of your products or services. For example if your potential market is 1,000 customers, your objective could be to get 70 customers to make an initial purchase by December 2009.
  • Usage – this people who uses the product or service and they may be different to those buying. For example a parent may buy cereal buy the children may be the ones eating it.

2. You Want Your Customers To Keep Buying

This relates to your current customers and you want them to keep buying your products or services at the same rate they currently do.

  • Customers – this is related directly to the number of customers. For example you may set that you want to keep your 20 customers buying by December 2009.
  • Purchase Frequency – this is more of maintenance objective. You want them to keep buying your products or services usually at the same rate they normally do. For example you could decide you want your customers to continue buying your product every 3 weeks.
  • Usage Frequency – this is similar to purchase except it relates to those using or consuming your products or services.

3. You Want Your Customers To Buy More

This is about getting your customers to buy more from your business. It can relate to your current products or services, new products or services or different versions of your products or services.

  • Purchase Frequency – one of the simplest ways to increase sales is to get your customers to buy more often. For example the objective could be to increase the purchase frequency from 3 times per year to 5 times per year.
  • Usage Frequency – this is similar to purchase except it relates to those using or consuming your products or services.
  • Purchase – this relates to launching new products or services or variants in addition to your current range. It can be a new size of a product or a DIY version of a service for example.

The key with setting marketing objectives is to make them simple. It may take a little time to decide at first however it helps if you think in terms of the actions you want them to take.


One Response to Marketing Objectives Drive Your Business

  1. Susan Oakes says:

    You are correct about marketing strategies differ depending on the business situation. Many businesses just follow what someone else has done or not take into account the current situation their customers are facing. Thanks for your comment.