The pitch: Take a breather and sketch your dream

By MARIA CARLTON*

Congratulations on having survived the insanity of the silly season.

At this time of year when many businesses either make or lose a lot of money, it's good to remember that summer trading rolls around quickly every year and now is a good time to consider what you could do differently, better or the same next Christmas and New Year.

Here are some simple tips to make the whole process easier:

* Find a quiet place with a notebook and pen and start by creating a clear picture of what you want 2004's results to look like, then work backwards to determine the steps needed to make that happen.

* Prioritise your clients. Identify where most of your turnover comes from and who are the best customers or markets, in order to focus your marketing.

Group them into the As (best and most profitable), Bs (up-and-coming, steady and valued clients) and Cs (new and small customers).

* Consider your main customers. Are they geographically, commercially, physically similar in ways that make them easier to promote to? Be warned - you may need to drop some of your C clients in order to be more effective with the ones you really want.

* Think about the best ways to reach the As and Bs. This could include forming alliances with businesses that also target this type of customer.

Consider what might be possible if you increased your networking and began putting together a "win/win" idea to suggest to potential partners and contacts.

* Review any signage, stationery and profile building materials that need to be updated. If you have a website, decide how you can increase its effectiveness.

* An effective customer service policy needs to be updated regularly. Identify 12 ways you can improve in this area and introduce a new idea to master every month.

* Decide how you can most effectively communicate your messages, changes and news to your clients and prospects. This includes planning newsletters, press opportunities, articles to be written and direct selling.

* Finally, consider your advertising options and other opportunities such as sponsorships and promotions that could relate to the earlier question of how best to promote to the As and Bs.

Taking time to work on your business is crucial to its success, so you also need to plan time to get away from it and be creative.

You can't do this well when you are stressed and burned out, but you can create amazing ideas when you are relaxed and on holiday. So plan a few long weekends and at least one holiday this year.

And most importantly, don't forget to enjoy being in business.

* Maria Carlton is managing director of Compass Development Group, and an author and speaker on business and marketing.

* The Pitch is a forum for those working in advertising, marketing, public relations and communications. We welcome lively and topical 500-word contributions.
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