John McCafferty

I was honored to serve as a judge for the ADDY awards in Topeka, Kansas I had a great time judging the ADDY awards in Topeka, Kansas recently. This market is deep in talent and is producing some really nice work. I’ve judged a lot of ADDY competitions and really enjoy it. You can learn more about that at www.mccaffertyadvertising.com/about-john  

Your list of New Year’s resolutions should include taking a look back at the performance of your marketing in 2017. This can be an affirming experience, or a rude awakening depending on what you find. In either case you should determine what is working well and what could be improved upon with an “out with the old and in with the new” attitude. Let me first say that if you started last year without a marketing plan or strategy, don't let that one get away from you this year. How will you know when you have arrived at either a positive or negative outcome from your marketing efforts if you have no plan or goals identified that you hope to reach as a result of your marketing work. Your plan should include both qualitative and quantitative goals. Qualitative goals address promotional advantages while quantitative goals deal with the numbers you measure. Your qualitative goals should be about customers' perception of your product and/or service. For example increasing t...