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2 Marketing Moves to Kick-Start 2018

Business people meeting at office and use post it notes to share idea. Brainstorming concept. Sticky note on glass wall.

Business people meeting at office and use post it notes to share idea. Brainstorming concept. Sticky note on glass wall.

This is Part 1 of a 2-part series about shaping your 2018 marketing plan.


The Hotcards team is (almost) ready to quit tossing food into our collective pie holes, but we’re not ready to stop thinking about food, so here’s a morsel of truth: Marketing is a main ingredient of a health company. A dash of it, and your company can be ripe with new customers and growing sales in 2018. A lack of it, and competitors might have you for dinner.


But (gulp) until marketing campaigns can be bought at the corner grocery store (try Aisle 7, next to the cans of time management), you need sound strategies to boost your brand. Tactics that don’t take into account your goals and culture end up being the pits.


Get to Know You


Marketing isn’t about tooting your own horn, but before you look for a new list of prospective clients in 2018, it’s important to analyze yourself. You don’t want to spend months doing so? Good, we boiled it down to a 2-step process you could finish by Friday. This is a quick, effective way to shape what will become your marketing menu (the right mix of print and promotional items, direct mail pieces, social media messaging, etc.)


Step 1: Write a specific objective.


What, specifically, do you want to accomplish as an organization in 2018? Make sure this objective is detailed, realistic and communicated to your team. All other steps in your marketing plan will be determined by this goal.


Step 2: Write a distinguishing statement.


Examine and articulate your strengths. This is the toughest part of any marketing plan, and here’s why: If you asked 10 of your business friends to do the same thing, many of the statements would be similar. Most firms have unfocused, non-compelling descriptions of what they do.


Everyone thinks they’re “cost-effective,” “responsive” and “customer service-based.” As you craft your distinguishing statement, cross out phrases that might apply to thousands of other businesses.


Why are you different? Develop a focused positioning statement that describes that advantage.


Here’s a question that often helps: Who are your best customers, and why do they choose you?


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