The usefulness of SMART objectives for your marketing

How does the illustration photo relate to the subject of this article? In football, if you want to win titles, you have to accurately determine your club's goals for each season. In business itou. To reach them, it is still necessary to have previously defined and shared them. SMART objectives are found in most of the company's projects (HR, management, sales) and therefore in our favorite subject: marketing . With this article, we will try to convinces you to use SMART goals for your marketing.

What is a SMART goal?

At the origin of this acronym , we find the " Pope of management" Peter Drucker .

Specific / Simple:

“Keep It Simple, Stupid” recalls the Anglo-Saxon KISS principle. Simplicity is often synonymous with efficiency. The objective must be clear, precise and understandable by all your team members. If it is too difficult to understand, I advise you to break it down into several objectives (by championship day if you prefer).

In any case, favor simple and positive formulations to avoid missing out on “the game” and in order to stay focused on the essentials.

Example: Imagine that you are a school that sells football courses in Reunion Island (such as Jean Michel Larqué or Bernard Bosquier who unearth the future golden ball ... every year). You know that the average seminar costs € 2,000 per kid, with an occupancy rate of 80% (capacity 20 kids, or 16 registered). Each internship therefore generates € 32,000 in turnover. You must sell 12 training seminar sessions to aim for the fixed turnover of € 384K.

Measurable:

Actions must be measurable. They must be based on concrete facts which give an indication of the distance that remains to be covered to the goal.

Example: Each quarter (including school holidays and weekends), you must sell 3 football camps, or € 96,000 in turnover. In short, "the important thing is the 3 stages!"

Ambitious / Achievable / Accessible / Accepted

This is a fundamental point. To involve the entire leadership team, you must share the same vision and the same goals. Setting a goal means signing a contract, a true moral agreement between you and your teams.

Remember that the motivation of your squad largely depends on your own motivation . As a captain, if you firmly believe in your objective and unite the enthusiasms of your group, then you will participate in the success and achievement of this objective.

Example: In 2019, you sold 10 football camps. This year it is about increasing your volume by 20%. Good progress in times of crisis. So be ambitious if you want to win the Champion's League (the European Cup for the uninitiated) and climb on the roof of Europe.

Realistic

Be careful, the aforementioned dream should not be inaccessible. If the goal is seen as unattainable , your teammates will be discouraged from the start of the game. Exit your dreams of Champion's League the first year, especially if you have never won anything. Many companies have unrealistic goals and want to win the World Cup without having been the departmental champion ...

Example:  As you remain on an increase of 10% in N-1, on a market itself growing by 15%, it is quite realistic to rely on this objective of 20% growth and have a heavy year. cannon.

Temporal (or delimited in Time)

An objective is always defined in time. You will therefore have to find the perfect combination before the end of the match, for example on 31.12.2019. Without stoppage of play or overtime.

Why use SMART goals?

In other words, what are the advantages of creating SMART goals ?

They are essential to your marketing strategy

This is part of the fundamentals when:

•             you define the objectives of a marketing strategy

•             you program the different stages of a marketing strategy

•             you want to maximize your marketing budget . One of the reason for the failure of a strategy is moreover an absence or not definition of objectives, as we explained here.

They are essential to your digital strategy

In any case, you will not be able to override if:

•             you are redesigning your website or are thinking about a redesign

•             you want to optimize your Facebook page

•             you plan to adopt an innovative digital strategy

They mark out the vision of your company

All companies must have a mission and share a vision (where will you be in 5 years?). To start, you can therefore define your vision with this method. It is about your management of CODIR and your credibility.

It is a complete method

When you adopt this method for your team, everyone knows what it is and has the keys to the match that is going to be played. We can know when the objective is reached or at least measure its progress. Finally, you do not waste time since it is defined on a feasible basis and accepted by all.

 naturalhealthd  fitforvogue  smoothtechi  thetechscope  thetechtask

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