Creating A Marketing Plan - Defining Goals

DEFINING GOALS

Concrete goals are a key component of all marketing plans. Goals help to steer the development of all marketing activities, including promotions, advertising campaigns, and press related activities. Examples of specific and measurable goals include increasing market share by two percentage points over a 12-month period, doubling sales of a particular product in six months, and increasing customer retention by 25 percent from one holiday season to the next. Less specific goals might include increasing a company's visibility within a marketplace or differentiating a company from its rivals.