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IAQ and EH&S Companies Encouraged to Develop a Marketing Plan for a Successful New Year

The founder of Cochrane & Associate provides tips on creating a successful marketing plan.

Dec. 11, 2012 - PRLog -- With the holidays beginning in less than two weeks, it can be a challenge this time of year to concentrate on some of the important tasks necessary to ensure that a company grows and prospers in 2013.  For those companies that have not yet developed a marketing plan for 2013, it’s not too late and now is a good time.

“Putting a marketing plan on paper is important for a business of any size,” reported Paul Cochrane, President of Cochrane Associates and the IAQ Video Network.  “It’s a roadmap to achieving success in the coming year.  When developing a new marketing plan, it is also a perfect opportunity for companies to begin utilizing new marketing methods, such as online videos, social media, and press releases, which perhaps they intended to begin utilizing in 2012, but for one reason or another did not.”

A marketing plan can range from a simple outline to a comprehensive plan of action.  Either way, it’s important to have it written down.  Below are some topics that should be included in a new marketing plan:

• Goals - Document the goals for 2013. This could be to increase sales and profits by a certain amount, to reach out to a certain number of existing and potential customers, and/or to implement new marketing channels.

• Methods - Write down how the company is going to reach the goals in the marketing plan. If the goal is to reach out to a new group of potential customers, how will it be accomplished? This could be through electronic newsletters, social media, direct mail, print advertising, press releases, exhibiting at tradeshows, getting articles published, online videos, etc.

• Frequency - Marketing and sales are both number games to varying degrees. A company can have the best product or service out there, but if no one knows it exists, it will not benefit the company. Marketing takes repeated exposures to be effective. With this in mind, set frequency goals for the marketing methods/channels outlined in the marketing plan.

• Timeframe - Many well meaning companies establish written goals and methods to reach their goals, but neglect to set timeframes. Set dates for when marketing efforts will go into effect, especially with marketing efforts that are new to the company.

• Assign Tasks - It is essential to assign tasks to individuals or teams even in very small companies. Marketing functions, particularly in small firms, are often given the lowest priority because employees have to deal with situations that arise daily. A marketing task assigned to someone, along with a deadline, is much more likely to be accomplished.

• Budget - Establish a budget to be able to achieve the company’s marketing goals. If the budget is low, put more of the company’s efforts into things that can be done online for little or no cost. This may include electronic newsletters, website upgrades, social media, press releases, public speaking, online videos, and having articles published.

• Evaluating Success - Establish how the company will measure what is working, and what is not. Increased revenues and profits are one method, but also look at such factors as hits to the company website, social media traffic, volume of inbound phone calls and emails, articles published, as well as other forms of business inquiries.

Industry professionals can learn more about developing a marketing plan by visiting http://www.cochraneassoc.com & http://www.IAQTV.com, emailing info@cochraneassoc.com, or calling (602) 510-3179.

About Cochrane & Associates, LLC
Cochrane & Associates is a business development, public relations and marketing consulting firm that specializes in the environmental, mold and indoor air quality industries. The company has worked with many of the industries’ leading institutions and companies.  They are also the innovators behind the IAQ Video Network.

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Source:Cochrane & Associates, LLC
Location:Peoria - Arizona - United States
Industry:Business, Media
Tags:Iaq, Indoor Air Quality, Industrial Hygiene
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