Top tips for planning and measuring marketing success

Sound planning is an important part of any marketing activity whether you are a small business or a large one. The adage “fail to plan – plan to fail” holds true for most situations. Good planning also removes most of the surprises when it comes to the execution phase of your campaign.

When you have a sales or customer support element to your operation it makes sense to consider the down stream implications for those staff when planning your marketing activity. Possible considerations include providing relevant sales support material or relevant campaign information and FAQs so the customer support team can deal with any likely issues.

Top 5 campaign points to remember

1) Understand what your key objectives are
2) Remember to measure the results against your set objectives
3) Make sure there is enough lead time to do the job properly
4) Think through the possible campaign outcomes and implications
5) Be realistic about your expectations for the campaign


Time is always a precious commodity for managers and owners of a SME. Resources are often over stretched and the available time for planning and preparation of marketing and sales promotion is in short supply. This resource issue can lead to poor planning and preparation and potential promotional tunnel vision when choosing marketing methods.

9 key steps in planning a marketing campaign

1 – Create a plan & calendar specific to your business activity
2 – Set up the process for your ongoing campaign
3 – Review your customer demographics
4 – Segment your customer data if required
5 – Develop your copy and creative style
6 – Development your key messaging
7 – Create your marketing materials
8 – Deploy your communications, promotion, email or Direct Mail etc.
9 – Review your campaign statistics and refine activity


Being able to measure your success can be as important as achieving the goal itself. Setting up sound measurement means that you can make decisions about resourcing, procedures and investment based on some hard numbers. If you don’t measure then you’re most likely proceeding on a gut feeling rather than actual results.

Knowing what success looks like is a key step in the process of planning and choosing the right marketing methods. Different types of marketing methods are better suited to achieving certain types of results. The identification of success is an obvious concept but it is quite often poorly executed.

Remember your campaign objectives should be SMACO – Specific, Measurable, Actionable, Clear and Ownable
Examples of this are:
Generate x number of sales leads
Increase number of sales calls by x% in y months
Raise customer awareness from x% to y%