Welcome to Module 3! The purpose of this module is to identify your marketing aims, objectives and goalsso that you can identify the right marketing activities for your business and the ones you should avoid. Knowing these will help you further develop your company vision and you will be able to measure the success of your marketing. www.soUNIQ.co.uk
What we will cover in this lesson
The difference between aims, objectives and goals
Why they are important
The impact they have on your marketing plan and activities
How you create your own aims, objectives and goals
What is the difference between aims, objectives and goals?
Aim: Attempt to reach a certain goal.
Objective: A stated measureable target of how to achieve the business or marketing aims.
Goal: Observable and measurable end result based on one or more objectives to be achieved within a fixed timeframe.
Important! Objectives have to stem from the aim and the goals are the breakdown of the objectives. Aim Objectives Objectives Objectives Goals Goals Goals Goals Goals www.soUNIQ.co.uk
Confession! I always believed that aims and objectives were simply something you had to include in a business plan. I never paid much attention to their true value as I produced stock answers… www.soUNIQ.co.uk
However, it was not until we were designing some marketing software that I began to realise the why it is important. The aims and objectives you set for your business and marketing dictate which marketing activities you should be doing and the ones you should avoid. Every single activity should take you a step closer towards the overall aim and objectives of your company. Therefore, aims, objectives and goals play an absolutely vital role in your company’s future success. www.soUNIQ.co.uk
Marketing is not just about new sales. If you get the other objectives and benefits marketing offers right, you can vastly increase new sales without that being your sole aim. www.soUNIQ.co.uk
Measuring If your aims, objectives and goals are clear, you can measure your marketing and business success. How will you know which marketing activities are working if you have no way of clearly measuring them? Business success is not a result of haphazard actions. www.soUNIQ.co.uk
It gives your company direction
Informs important decisions
Enables others within your business to understand what you’re working towards
Customers can understand what you want to achieve
What are the other benefits? www.soUNIQ.co.uk
How to create your own aims, objectives & goals Work out your overall aim as a company 2. Work out your marketing aim How you frame your aim or objective will fall into one of four categories. Over the next few weeks I will show you what these categories are and how to choose the most relevant one for you. www.soUNIQ.co.uk
It is important that you make your aims and objectives specific to your business and goals For example… Aim Increase brand awareness of your business within the financial sector. Objective Increase personal brand awareness of yourself as business owner and your business development person specifically with accountants. www.soUNIQ.co.uk
You need to develop specific, smart goals A smart goal might be to increase the number of accountants on the database by 15% in 3 months or increase the number of sales and referrals received from accountants by 10% within 6 months. These are goals you can measure your success and results against. www.soUNIQ.co.uk
S - specific, significant, stretching M - measurable, meaningful, motivational A- agreed upon, attainable, achievable, acceptable, action-oriented R - realistic, relevant, reasonable, rewarding, results-oriented T- time-based, timely, tangible, trackable SMARTgoals are a specific formula and business technique used by many successful companies. www.soUNIQ.co.uk
A final word…
Secret ingredient for successful marketing
An aim is the overall, big picture and goal of the business or marketing project
An objective is the following small, more specific goal resulting from the aim
A final word…
The smart goal is the detailed, even more specific goal that you measure your results and success against
Select your main aim and objectives then make them specific to your business and situation
Create SMART goals and start measuring your results.
Top Tip! If you really want to get the maximum value from this activity refer back to it every month and review your marketing and sales activities. www.soUNIQ.co.uk
Additional Resources To find out more about aims, objectives and goals, login to www.souniq.co.uk and access exclusive articles from our library Goals and Objectives 101 Objectives Explained Setting Business Objectives SMART Objectives www.soUNIQ.co.uk
For help and support with Module 3, Lesson 1, contact me, Ruth McKay: Email: firstname.lastname@example.org Tweet: @UNIQ_Academy LinkedIn: UNIQ Discussion Group We’d really like to know what you think of this lesson so please spare us two minutes to answer 5 short questions and tell us what you really think. Next week: Ready, Aim, Fire! Exercise www.soUNIQ.co.uk