Does your organization have specific marketing goals? And are those goals evaluated regularly?
If your answer to either of those is ‘no,’ then you should consider revamping your marketing activities. By having specific goals, you create specific targets to work towards. This allows you to focus and have direction. Alternatively, if you don’t have goals, your marketing efforts are likely not going to be as effective as they could be.
Your goals should be clearly written, easy to evaluate, and measured regularly. For example, “increase month over month sales by 5% in each of the next six months.” This is a clear goal, it is easy to evaluate, and can be done so monthly. If you miss a goal, you can then reconfigure what you’re doing to improve your chances of meeting the goal at the next measurement period.
If you don’t have goals, or you do but don’t measure them, how can you know how well you are doing as an organization?
An added benefit of creating goals is that it forces you to step away and take stock of where you are and where you want to be. This allows for some consideration of changes in what you do to improve the performance of the company.
Final note: the creation, evaluation, and updating of goals should be treated like any other marketing activity you do. It is probably as important as your promotional activities.