Marketing

Marketing goals and objectives

By January 6, 2020 No Comments
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Marketing goals and objectives

Everything we do has marketing goals and objectives even if we do not recognise it as such.   Why do we go to a good restaurant for a meal?  We may quickly say: ‘to satisfy our hunger’.  But is that really your only objective?  Surely there are many other ways we could accomplish just that!  It is one of the objectives, true, but there are other criteria by which we decide where, when and how we will accomplish as many of our objectives as possible.

Objectives

The objectives you set for your business must be as specific as you can make them.  If they cannot be expressed in quantifiable terms they will be more difficult to measure so that you know when you have attained them.  In some areas, it will be difficult to be quantitative, but often the inclusion of a time frame can help overcome this.

Let’s look at some typical business objectives:

  • achieve a return on investment of 20% by 30 June 20…
  • increase sales from 2000 customers per month to 3000 customers per/mth by June 20…
  • educate all employees in the importance of marketing before 31 October 20…

Objectives should be set for those areas that are directly and vitally linked to the survival of your business.  

Your business objectives will also be very important to those who work with and for you.  Only after they know what you are trying to achieve can they work with you to achieve your goal.

It is useful to have a schedule and allocate a specific and regular time for marketing activities.  This is especially important if you are not particularly sales-oriented.  It can be very easy to keep putting off the unpleasant task of making sales calls, writing promotional letters, setting up a direct mail database and so on.

Goals

Finally, decide on how to achieve your goals.  There is a wide range of promotional activities which can be undertaken.  It is important to plan ahead to know how much to spend and the best time to spend it.  

Once you have worked out what your goals are you can then work out how you will achieve them.

Marketing goals and objectives Example – ABC Restaurant

Marketing Goals

  • Reposition lunchtime to attract more customers

Marketing Objectives

  • Increase lunchtime customers by 20% over the coming year

Marketing Tools

  • Advertisements
  • Websites
  • e-newsletter
  • Menu
  • Signage
  • Survey and competition winners get a free dinner for six people.

Marketing Training

Want to know more about marketing goals and objectives?  

For a very low investment, why not purchase a copy of 

How to Discover Your Market” eGuide. and get your food business known.

This eGuide provides 9 easy steps to the survival, success and competitive advantage of your business.

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