Quarterly Marketing Strategic Planning


Marketing Mix

Need help choosing the right mix?

Most industries and individual businesses are changing rapidly, which means that priorities need to adjust quickly. We suggest Quarterly Strategic Planning (Q1-Q4). While the process is grounded by big picture trends and long-term marketing goals, it operates in 90-day increments that provide flexibility to move quickly and adjust with new initiatives.

Before planning your first marketing quarter, we suggest some basic company analysis.

- Review current and target markets, customer profiles
- Analyze prior marketing efforts
- Develop 3-year goals, 1-year goals and 90-day goals
- Explore new market feasibility
- Review current and potential products or services

Download your marketing tools here.
» Marketing calendar (excel file)
» Basic company analysis (word file)

Let us streamline the process and keep your marketing on track.
» Email appointment request

Do You Have An Email Marketing Plan?

08-15-2012 - Shelli Bell

Email marketing is much, much more than simply sending out an email once in a blue moon or even worse, every day. To make email marketing a strategic and effective marketing tool for your company, you must develop a plan with goals in mind and make sure your message is relevant and consistent with your brand. Here's a great article posted on marketingsherpa.com regarding email marketing. Did you know that FineLine also can help with your email marketing efforts? Feel free to give us a call with any questions you may have.

B2B Email Marketing: How reputation, content and brand management affect deliverability

SUMMARY: An otherwise brilliant email marketing campaign will fail if its emails are caught in spam filters. Deliverability is particularly challenging for B2B marketers. That's because they typically send emails to many different corporate domains, instead of many emails to one provider, such as Gmail or other freemail domains.

Tom Sather, Senior Director of Email Research, Return Path, offers five tactics to help ensure B2B email marketing campaigns safely reach the inbox. The process begins with establishing goals, and includes reputation, content and brand management. Read more >>

How to Manage Negative Feedback on Social Media


Diffusing the Bomb

One reason a company may hesitate when considering social media as part of its marketing plan is the negative feedback it will receive on its product or service. Social media allows potential and current customers to read the commentary of a disgruntled customer. The company feels a lack of control over such feedback, when in reality companies never had control. Consumers have always shared experiences with other consumers. Social media just makes these exchanges very visible to a company. That’s a valuable thing. But how should negative customer feedback be handled?

The Do’s and Don’ts

Do: Promptly acknowledge the feedback.
Do Not: Promptly delete or ignore the feedback.

Having been a disgruntled customer before, I find it frustrating when my comment is deleted from a Facebook Timeline. A customer service representative would not hang up on a customer, right? Exceptions can be made for lewd or offensive comments that would offend other customers.

Do: Respond in a professional, apologetic and kind tone.
Do Not: Respond like a kid on the schoolyard.

Resist the urge to instantly be on the defensive, even if the customer is incorrect. A courteous response makes your company look professional. A gentle correction of misinformation can be given; however, first swallow your pride and be absolutely honest with yourself when reviewing the feedback. “I know you are, but what am I” is never recommended.

Do: Offer to contact the customer via phone or email to further discuss the issue.
Do Not: Offer to “...take this outside.”

This is the chance for your company’s customer service to really shine. By offering to personally contact the customer and find a solution, you are letting potential and current customers know you appreciate their business and they do matter to your company.

Don’t Be Scared of the Opportunity

A company should have a plan in place to manage negative social media feedback. Who is responsible for keeping an eye on the company’s social media feeds? Who will personally contact the customer? How will you keep track of the comments flagging areas in which your company can and should improve? If handled correctly, negative customer feedback does not have to be scary. It is a great opportunity to make your company look professional, display stellar customer service, diffuse any misperceptions, and make improvements to ensure your company’s success.

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