Drivers, Schedule Your Tune-up

Imagine this message flashing across your computer screen: “Marketing plan 15% life expectancy; B-1 Service due.”

Why not? My car flashed that message and I obediently called the dealer, scheduled and paid for the service. So I found myself wondering about the feasibility of a systematized marketing maintenance plan. I can hear the screeching of disbelief now.

“If marketing were an exact science, we’d all be doing it better.”
“Doing business without advertising is like winking in the dark. You know what you’re doing but no one else does.”

Granted, it’s a crazy idea. Even with a fairly limited number of clients, I find systematization difficult to achieve. On the other hand, fantasize. Just for a moment, think about the following sub-service or maintenance categories:

• Customer Survey – What do users of your product or service have to say about it? (Capture real words, not ones from an actor’s mouth in radio or tv commercials) Are there any recent testimonials of customers? Are those words incorporated into the marketing plan? Like an oil change, a survey can provide basic information and ensure that your marketing and advertising is on track.
• Branding Examination – When did you last review every piece of collateral? What needs updating? Can your materials be improved? Does every piece carry identification – specifically, name, address, website and phone? Is there a look and feel to the overall presentation? Have prices changed or people moved? All too often I see businesses with shabby, incomplete, or incorrect items.
• Referral Language – Do your customers know what constitutes a good referral? Have you asked them to give you one? No, not just thought about it…really asked.
• News Release – How do you let the general public know about events? Written any news releases lately? What about submitting calendar items? The outreach responsibility is ongoing and if you did something last year, it’s probably time to update it.
• Touch Points – From the appearance of the front lobby to the design and quality of your business card, each touch point lets you communicate sincerely with your customer. What message are you sending? Is it extra value every time? What about customer care?
  Website – Ever had the feeling that it looks good but doesn’t do much. What action do you plan to take?

Endless possibilies for the marketing service check exist. Then, consider the major tune-up or main service that a car requires. Your firm deserves the same minimum. With that in mind, can you discuss:

• Your ongoing plan for news releases and general publicity with a news conference thrown in just for good measure.
• Budget and plan for advertising with a list of every organization to which my firm belongs. Wait. A colleague tells me this fantasy is getting way too specific. Maybe I’m dreaming about a goal for the year and a method of evaluating every expenditure. You’re right. I’m dreaming.

Regular preventative maintenance for your car is the best way to ensure reliability and safety. Likewise, regular maintenance for your marketing plan can ensure reliability and effectiveness. So marketers, when will you schedule your tune-ups?