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Spring Cleaning for Your Communications Plan
By Pam Watkins

The bluebonnets are blooming, the birds are singing and baseball is in full swing. Things feel fresh and new. Now is the time to make sure your marketing communications feel the same.

We tend to think about our new plans for the year more in terms of what has changed in our world rather than what has changed for our customers and prospects. So, here are a few tips for shaking the winter blues:

Review your marketing communications plan. Is the most recent plan last year’s version with a new date?
What has changed in the world of your target audience? Has life gotten better, worse or stayed the same? Is there more pressure, less pressure, different pressure? Has your marketing communications plan taken these changes into consideration?
What has happened with your competitors? Take a fresh look. Make sure they haven’t sneaked in a new product, service or a fresh approach to the market that needs to be addressed.
When was the last time you did a third-party survey of your market, including your customers and your competitors’ customers, to monitor how you are doing relative to the competition?
Are there new products and services from companies that are not your competitors but are solving your customers’ problems? If you find yourself talking about them by saying “they don’t do what we do,” take a harder look. Maybe they are not doing what you do, but they may be taking your customers.
Is your messaging fresh, relevant and compelling? Has it kept pace with the market? Does it reflect the current position of the company, or is it out of date?
Does your agency have the latest information about your goals and objectives? What about new products and services? Are you sure your agency knows what you know?

Developing your new communications plan is a lot like spring cleaning. You will find some treasures that you forgot about, some things that need to go and new ideas for the rest of the year. There is no better time to start than now.

E-mail the author: Pam Watkins

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