Tactics are things you will do on a daily basis: replying to emails, tweeting, reaching out to bloggers/vloggers, etc. while strategies are the overall vision of how you will accomplish your goals and objectives.
SMART (specific, measurable, attainable, realistic, and timely) goals are important to any marketing campaign. These goals will help keep a company stay on track while also measure their growth. There are 5 questions you should ask yourself while setting SMART goals; one for each letter of SMART.
Specific — Can the detail in the information sufficiently pinpoint problems and opportunities?Measurable — Can a quantitative or qualitative attribute be applied to create a metric?
Actionable — Can the information be applied to the specific problem faced by the manager?Relevant — Can the information be applied to the specific problem faced by the manager?
Timely — Can the information be viewed through time to identify trends?
In specific to Little Launcher, the new pet toy designed for both dogs and cats at SNHU Pet Supply, one example of a strategy would be getting sales for the Little Launcher, from existing customers. The tactic to this strategy would be to email existing customers who have purchased anything dog or cat related with an announcement of the product, along with an exclusive price for previous customers or a discount code of some sort.
If you use a discount code specific to existing customers for the Little Launcher, the sales can be tracked based on how many times the discount was used.
One key performance indicator (KPI) the company could use is the Marketing Originated Customers metric, especially since the pet store has been using more traditional uses of marketing up until this point. This metric gives the company a view into how much of the customer base is driven by marketing. This could be beneficial and crucial, because if the marketing strategies aren’t working, the company needs to know so they can revamp their plan and strategies. This would also be helpful for the company, since they’re use to traditional marketing over integrated marketing.