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W W W. M A I N E B I Z . B I Z 19 A P R I L 2 0 , 2 0 1 5 H OW TO I n marketing, being busy isn't always a good thing. Early in my career, when I was working in Sugarloaf 's marketing department, I was constantly on the go. It was the mid '80s. Sugarloaf was headed for a major restructuring. More than $3 million in improve- ments were under way. e stakes were high. We were all super busy all of the time, working very hard to attract skiers and to make sure the investment paid off . We were traveling to trade shows, meeting with journalists in New York City, going to gala events, working with the U.S. Ski Team, organizing special events at the mountain, organiz- ing media visits, sending out press kits, shooting photos and video. It was a heady time. But half the time we had no idea where the "busyness" was getting us. Was all this work paying off ? ough Sugarloaf 's eff orts to reinvent itself were ultimately successful, at the time we really didn't know. In those days, marketing and public relations were not as strategic as they are today. If I could go back in time, I would tell my 20-something self to take a step back from churning out stuff and develop a long-term strategy. A marketing strategy is a game plan. First, you think about your objectives, what your strengths and weaknesses are, the best opportunities for growth, and how much money and human resources you can realistically put toward your marketing eff ort. You weigh the compe- tition. You defi ne your target audiences and what about your product motivates and inspires them. You even go to the extent of creating avatars so you can envision your targeted audience as real human beings, and fi gure out how to best connect with them. en, and only then, do you begin to map out what tools will be used to achieve your vision. It could involve tactics related to the development of a stronger brand platform, social media, pitching story ideas to the media, web-based market- ing, community outreach, advertising, and more. It all depends on what you are trying to achieve and the nature of your business. e best marketing strategies use multiple approaches, enabling you to hit those you are trying to infl uence with consistent messages across multiple media. e keys are that messaging remains consistent and all endeavors work together to achieve the same goal. at's why developing a strategy is so important. Strategizing gives you time to step back and look at the big picture, ensuring all of your hard work has a purpose and you know what success will look like. Another essential facet of any good marketing strategy would be measure- ment tools. I recommend developing a weekly or monthly measurement dashboard, a visual representation of your results. What is on your dashboard will depend on your organization and its objectives. It might include the level of social media interaction over a given time period, how many times key brand messages were mentioned in the news, web traffi c increases, and how many marketing-driven inquiries translated into sales. It's also helpful to incorporate a timeline into your strategy. e timeline serves as a checklist to ensure tasks are completed on time. Dividing the work associated with your strategy in this manner will also make implementa- tion seem much more manageable. Assigning realistic deadlines takes away some of the guesswork. ere is wisdom in the adage, "work smarter, not harder." We all work hard, but it's important to have energy left to think creatively, network and lead enriching personal lives. It makes us bet- ter, more successful professionals. Having a well-thought-out marketing strategy in place allows you to achieve that bal- ance. You'll also feel great satisfaction in knowing you are playing an important role in your organization's success, and you'll have the results to prove it. N M i s f o u n d e r a n d C E O o f N a n c y Marshall Communications in Augusta. She can be reached at @. Work smarter and market your company more effectively B Y N A N C Y M A R S H A L L T I Q A — Portland, ME Call Laura Blanchette 207.282.7697 "For a great partner and a great restaurant built, PM Construction is the best choice I know of. Responsive, effective, diligent, easy to work with and never comprises on quality." — Deen Haleem Owner, TIQA Restaurant Helping You Pursue Your Financial Goals Solutions We Can Help 888-978-PLAN (7526) www.sbsavings.com When it comes to your financial dreams, taking action is vital to your success. But that's not always easy. You know where you are - and where you want to go. 1. Understand Needs 2. Confirm Financial Goals 3. Determine Strategy 4. Present Recommendations 5. Execute Plan 6. Provide Ongoing 6. Provide Ongoing Management and Review Management and Review • Fee-Based Personal Financial Planning • Retirement Planning • Education Planning • Long-Term Care & Estate Planning • Tax-Advantage Investments¹ Not FDIC Insured No Bank Guarantee May Lose Value ¹Consult your legal or tax counsel for advice and information concerning your particular circumstances. Neither Cetera Investment Services LLC nor any of its representatives may give legal or tax advice. Securities and insurance products are offered through Cetera Investment Services LLC, member FINRA/SIPC. Advisory services are offered through Cetera Investment Advisers LLC. Neither firm is affiliated with Saco & Biddeford Savings Institution where investment services are offered. Investments are: (L to R): Matt Cyr, Senior Financial Advisor, Nicole Trottier, Senior Financial Services Assistant, Randall Smith, Financial Services Advisor and Gary Trempe, Financial Services Representative. (L to R): Matt Cyr, Senior Financial Advisor, Nicole Trottier, Senior Financial Services Assistant, Trottier, Senior Financial Services Assistant, Trottier Randall Smith, Financial Services Advisor and Gary Trempe, Financial Services Representative. (L to R): Matt Cyr, Senior Financial Advisor, Nicole Trottier, Senior Financial Services Assistant, Randall Smith, Financial Services Advisor and Gary Trempe, Financial Services Representative. We all work hard, but it's important to have energy left to think creatively, network and lead enriching personal lives.

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