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S.M.A.R.T. Marketing

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E Column

As we come into October, it’s time to start thinking about next year’s goals and budgets.

Create your goals with the help of all members of the team. The more involved the team is, the more buy in to reaching the goals. Also let others in the company, who, while not specifically responsible, may impact outcomes. For example, if how you treat your customers impacts your sales, everyone is responsible for ensuring that customers are treated well even if they come into contact with them only in passing.

Many of us have heard of S.M.A.R.T. Following this simple acronym will help create goals that are achievable. The acronym stands for Specific, Measurable, Attainable, Realistic and Time Bound.

Specific – Use real numbers. Instead of planning to see more visitors, specify how many visitors you want to see annually, monthly, etc. Taking a general viewpoint won’t get you very far. Also be specific when establishing ways that you are going to reach these numbers.

Measurable – Create programs you can track and know how to track them. How many people are opening your emails? How many visitors come into the retail room? How many sign up for your mailing list? Etc. If you can’t measure you can’t assess whether you are reaching your goals.

Attainable – Most of us work harder towards success when we know that we can reach it, or at least come close. If employees don’t believe they can reach goals that have been set, they are less likely to work towards those goals. You have lost before you even start

Realistic – Base your goals on what is realistic. Increase targets incrementally and build in a little leeway for anything unforeseen.

Time-Bound – Be sure to deadlines as part of the process. If you are creating yearly goals, put in checkpoints monthly or quarterly. You want to be able to adjust your own and your team’s expectations or make an extra effort if it’s needed.

A tip of the glass from me to you

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

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