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Don’t Just Move. Review Too.

Guest post by: Faith Seekings

Article Overview: Moving into new office space suggests something has changed for the company. As well as updating your stationery, signage, etc. now is the time to review how you market yourself. Does your logo still make you proud? Is the website effective? Have your client needs changed? Have you added new services, expanded to another region or country? These are just some of the questions that need to be addressed when moving location. Think about what you want to accomplish over the next year and evaluate your existing marketing tools against your stated goals, target audience and in light of company changes.

Don’t Just Move. Review Too.

When moving into new office space, several issues need to be addressed -- updating your stationery, new signage, etc. Moving also suggests something has changed for the company and is an excellent time to review how you’re marketing yourself.

Are company changes prompting the move?

Has your company grown, added new services or dimension, are you aiming to conquer bigger mountains? Is your logo still making you proud? Is your website still inspiring you and effective? Is your messaging still articulating your brilliance and why you’re the best in your field?

Identify 2-3 factors that have changed for you or in your business environment from a year ago. Do your clients have different needs? Has your business expanded to another region or country? Have new skills been added to your organization?

Think about the current position of your company. Think where you want it to be in a year. What is the major goal you want to accomplish over the next year? Your goal might be based on revenues, landing some investment dollars or gaining specific clients.

List your marketing tools

List the items, or platforms you use to represent yourself or your business. The list might include: business cards, web site, blog, articles, speaking, events, networking, Twitter, brochures, trade shows, crm, newsletter, webinars, etc.

Evaluate your existing marketing tools against:

1) The things that have changed for you, and

2) What you want to accomplish over the next 12 months.

How do these items and your messaging look matched up against your target audience? Do the existing tools still reflect and support you in light of recent changes and in what you want to accomplish this year?

Have you listed any new skills added to the company? The next step would be to update your website’s services page.

If your client focus has changed from large enterprises to SMEs, make sure your content is still appropriate. Does your current approach resonate with this new target?

If your clients are holding back due to the economy, this is a good time to change your messaging to be more sympathetic or collaborative, and demonstrate your value to them more.

After looking at your marketing tools in this light, you may say ‘okay, it’s clear to me that I need to make some changes.’ Or you may feel extra confident in you have already included any necessary changes. Your marketing tools should make you feel supported, inspired, heard, seen and excited.

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Article Tags: 12 months, br 2, brilliance, brochures, business cards, business environment, company changes, current position, existing marketing, font weight, investment dollars, marketing tools, mountains, office space, platforms, stationery, target audience



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