Annual Business Planning

Last week Milestone Marketing Associates concluded the first phase of our annual business planning process. After reviewing our results from the last two years, we’re making a number of subtle yet significant changes in our approach to the market.

Local

The first change in our approach to the market is geographical. For the past two years we spent a small portion of time and money developing business outside the local market. While it did produce a couple of national accounts and one international client, the reality is that we have invested far more time and money developing business locally.

This change acknowledges that reality, factors it into our marketing position, and will be carried through our communications strategy.

Tech

The second change in our approach to the market recognizes the different types of clients we serve. For the past two years we have differentiated the business based on our past experience and expertise in software marketing.

As a result the majority of our clients are technology businesses; however, because we’re getting referrals from our growing list of happy customers, we’re doing work for a wide variety of businesses.

This adjustment allows our message to connect with a wider audience that better reflects the business associations in which we participate.

Web

The last change in our approach to the market reflects the work we do for our clients. The majority of the work we’ve done over the past two years is web-centric; fixing old websites, building new websites, and creating content for the web. We also provide traditional marketing services and we approach every client in the same strategic way – starting with their brand.

By making these changes we can do a better job of differentiating Milestone from our competitors and connecting with our audience. Stay tuned to watch how these changes are rolled out over the next couple of months.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.