Mission Statement as a Marketing Tool?

By Lori Dubois – CWCC Member

Having a mission statement creates a sense of direction for your company and offers valuable guidance for stakeholders. If you view your mission statement as the master barometer of your business, it will direct and inspire your decisions in all areas: including marketing.

When a salesperson shows up with a fantastic offer for a promotional video, website redevelopment, or any other marketing opportunity, wouldn’t it be wonderful if you could do a quick reality check to ensure it makes sense for your company? Your mission statement provides that reality check. When  activities or ideas synchronize with your purpose, your target market, and your vision; that provides a green light for looking into the opportunity further. Analogously, if they fail to correspond with your mission, it is a red light and easy decision to say, “I think I’ll pass on this one” without doubts or regrets.

Your mission statement is also a powerful tool for your marketing planning. The number of people you need to reach, the amount of interaction with customers and prospects, and the message you should communicate can all be deduced from your mission statement, which in turn helps determine your marketing budget and calendar of activities.

If you believe marketing is a proactive concept rather than a reactive response, let your mission statement lend its weight to your strategic marketing planning and your daily and monthly tactical marketing activity.

Now, either dust off and review or redefine your mission statement, or get busy creating one! 

Lori Dubois owns Dubois Information, a marketing communications company helping small to medium sized businesses define their target market, develop their marketing message, and determine the best methods for communicating their message. Dubois Information works with business owners to communicate better with their clients and prospects through email marketing, newsletters, surveys, web content, and social media strategies.   www.DuboisInformation.com/303-221-1129

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