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Year-End Marketing Checklist – 7 Simple Assessments

By December 23, 2013March 7th, 2023Blog, Technology News

The closing of the calendar year presents an opportunity to see where your business has been, how it got there, and where you want to start moving. The previous 12 months of information will reveal the actual performance of your business. This checkup requires an in-depth look at your numbers, but sometimes, the amount of information available to a business owner can be overwhelming.  Here are 7 simple assessments that can offer a solid overview of your business.

  1. Review Revenues. Look closely at sales history. It may be helpful to make projections through December based on results to-date. Then compare revenue of the past year. Ways to analyze the numbers include: check the difference between sales in 2012 and 2013, look at sales by product, customer, and locations. A more in-depth sales forecast may be helpful for planning the coming year.
  2. Assess Promotions. Consider whether the core promotions of 2013 were effective. Review each one individually to fully understand their performance. These promotions may include various holiday specials, industry sales or other special event promotions. Be sure to look at the outcome of new promotions, the overall handling and marketing of each promotion, and the timing and spacing of the specials.
  3.  Product Offerings. Analyze the products that you are currently offering. Review if new products were added, where each product is in the product life cycle, and if the core products are still yielding sales at historical levels. This review can help you consider if there are products that are due to be phased out.
  4. Customer Considerations. Has your customer based change? Look at the relationship of historical and new customers, their purchasing behaviors, and business expenses associated with retaining each customer. Also review prospects and the percentage that you expect to be converted to customers.
  5. Competition Appraisal. Take the time to review the business landscape and competition in your industry. Examine the major players and how they are influencing the market.
  6. Scrutinize Expenses. Just as with revenues, compare 2013 performance to the 2012 numbers. For most businesses, there will be an increased cost due to wages and inflation. Take note of areas where you can save, including creative new approaches to contracts and services. Also ask employees what inspires their best work; it may not be tied to monetary increases.
  7. Bottom Line. How did your business perform overall? If the net income was negative, determine if the income at least covered the cost of goods sold. Compare the margins to last year to identify the activities of most value.

This review of you business will be a solid guidepost as you prepare for the new year.

Jason Manteiga

Jason J. Manteiga, Vice President of Olmec Systems, has been part of the company for over the past 20 years. He believes that having a great work environment and supportive team, is the ultimate key to success. Since being in the IT realm for over 25 years, Jason, along with Olmec Systems, has been on the Inc. 5000 “List of America’s Fastest Growing Private Companies” and Channel Futures MSP 501 “Top Managed Service Providers in North America,” along with other awards and nominations. Jason earned his Bachelor Degree in Information Systems from the New Jersey Institute of Technology. He also holds certifications in Microsoft MCSE, VMWare VCP, and Cisco CCNA. In his spare time, Jason is a contributor for The Center for Social & Legal Research (Privacy Exchange) and a member of the Morris County Chamber of Commerce. His hobbies include cycling and kayaking. He currently lives in New Jersey with his wife, two daughters and son.