Marketing & PR Resolutions for 2011 that Reap Success

By Brandi Kamenar

The key to effective marketing next year- and any year- involves both making it work for you and you making it work!

The New Year is almost upon us. It is that time to make the traditional promises of a new and improved you, personally and professionally. It is that time when entrepreneurs look back reflectively at the year gone by…all the plans that were laid, all the tasks that were waiting to be accomplished and all the money that was waiting to be made. Some will be extremely pleased because they made plans that succeeded. Others will be less pleased, and a good percentage of them will think, “My marketing plan really let me down...what was I thinking?” As a marketer and visionary who works exclusively and extensively with entrepreneurs from a variety of industries, I can tell you that the ones who succeed understand two basic truths about their marketing plans:

• Your marketing plan is developed specifically to work for you.

• You must work your marketing plan consistently and relentlessly throughout the year.

So in the hopes of making 2011 a better year for you and your business, I’ve laid out six specific marketing and public relations resolutions to sink your teeth into and most importantly, to stick to. Before we get to them, however, let’s be realistic. Keeping these resolutions for the entire year is going to require some self-discipline, as well as commitment. A marketing plan is like a relationship; the more you put into it and the more you work at it, the more it will reap benefits for you. This may require some level of change on your part. If so, just remember that change is good. It is the key to growth. Now, on to our marketing and public relations resolutions for 2011…

• First, before making any new plans for 2011, it is imperative that you audit your 2010 plan. Review everything you planned to do, what worked, as well as the ideas that didn’t work; review what you expected the results to be, what the actual results were and what changes might have been necessary. Lastly, make an honest self-assessment: Did you work your plan throughout the year? If not, you know one reason why it didn’t work.

• Second, use this review to be sure you’ve aligned yourself with the right agency before moving forward. Was it clear that they understood your business? Did they explain why they were doing what they were doing and what results were expected? Were expectations clearly delineated for all concerned? The point is, you must be thinking about this crucial partnership not just at the beginning of the year, but all through the year. Working with the right people helps to ensure the right outcomes.

• Third, be sure you are properly positioned with your clientele. You should always be in the role of expert with those whose business you seek. Another consideration is this: People not only choose to do business with people they like, but they also choose to do business with like-minded individuals.

• Fourth, remember that whom you know is just as valuable as what you know. Keeping that contact list close at hand is a great way to provide exceptional value to your clients. When they have a need, and you put them in touch with the right person to help meet that need, you become the answer man or woman and the problem solver. People remember this. It is that powerful.

• Fifth, be living proof of what you do. If you design high fashion eveningwear, do you wear what you make so that people can see your designs in real life? If you excel at bringing people together, do you do as much networking as you suggest your clients do? People want to know that your message is more than hype; it’s a way of life. They want to know that your message is conveyed through how you conduct yourself and fuels your success and goals.

If your message isn’t working for you, how can you expect them to believe it will work for them?

• Sixth, build the right audience and stay in front of them at every opportunity. This is an area where the right Public Relations agency can work miracles. They can develop a PR campaign that puts you in front of the people you are trying to reach. Speak, sponsor, donate, participate in some way, any way, that keeps your name in front of clients and keeps it in a positive light. People make associations based on with whom you are seen, what you are seen doing and where you are seen. The right agency can help ensure that each of these elements come together to create a positive image and impact for both you and your company or product.

Lastly, remember that marketing is a process, not an event. It has a beginning and a middle, but never an end. It is a plan that works but also a plan that must be worked on a daily basis. Make these resolutions, keep them, execute them and let them guide you to a profitable and successful 2011.

About the Author
Brandi Kamenar, award-winning entrepreneur and CEO of Icon B. Marketing and Publicity Group, has taken Tampa Bay by storm with her creative and powerful marketing and publicity strategies- making an impact no matter the occasion. Brandi is also host and producer of Icon Savvy TV, a news show that highlights Tampa Bay trends, society and style. With a fashion-forward roster of clients, she has a true eye for publicity and knows what it takes to thrive in the fast-paced luxury/lifestyle world.