With Halloween taking place tomorrow night, 2014 will be here before we know it. And when this time of year comes, you can hear the teeth chatter of many a marketer as they brace themselves for the seemingly bone-chilling task of drafting a 2014 marketing plan. But this time doesn’t have to be all tricks and no treats. We’ve outlined seven easy things you can do to get the 2014 planning party started and running smoothly into the New Year! Muahaha!

1. Outline SMART Goals for 2014

What does your company wish to accomplish in 2014? Outline a list of the goals and objectives you’d like to see come to fruition in the next year and try to make them SMART (Specific, Measurable, Attainable, Realistic and Time Sensitive). Once you have your SMART goals outlined, you can proceed with brainstorming tactics like new product launches, special promotions, social media strategies and retail partnerships that will help you achieve your specific goals.
2. Expand Your Planning Calendar

You may have a calendar for your crop seasons and the major industry tradeshows, but as we evolve our marketing in fresh produce it’s important to consider calendar items that are meaningful to the consumer such as national holidays, foodie celebrations or regional fairs and festivals. Overlap your business calendar with consumer events and see how your efforts align.

3. Allocate Budgets Based on Performance

Evaluate return on investments made in 2013 by taking a close look at metrics. Identify which marketing efforts supported your business by driving traffic to your website or established new leads and which ones flopped. Allocate your 2014 dollars to initiatives that have provided ample return. For new endeavors, map out key performance indicators (KPIs) that will help you measure success. Don’t forget to implement A/B testing and ask questions to ensure your marketing efforts are optimized.

4. Delegate Responsibilities

No one person can do it all. Ask for volunteers to head up certain projects or initiatives and help each leader rally a “micro-team” for support. This will allow employees to keep tabs on specifics and work more efficiently to attain your SMART goals.

5. Schedule Check Points

Knowing your goals, major events, budget and team leads, schedule reoccurring checkpoint meetings over the next few months with appropriate colleagues to make sure deadlines are being met and everything is on track for success.

6. Let Facts Guide Your Marketing Decisions

Use your website analytics, social media insights and other measurement platforms to identify what worked in 2013 and find trends that indicate where things could be improved for the coming year. Then be flexible enough to outline new strategies based on upward and downward trends throughout the past few years.

7. Create a Focus Group

Connect with a group of colleagues that you trust and exchange ideas on best practices. Don’t be afraid to share your challenges and ask for insight on how other businesses overcome them. Make this time about gaining insight and offering help where you can for overall advancement of the fresh produce marketing.

Armed with these pre-planning strategies, there won’t be anything spooky about finalizing your marketing budget and plans for 2014 over the next few weeks. Just imagine: with the bigger picture outlined in gray scale, 2014 will come together in full color and you can surprise your entire team. Stay tuned in coming weeks for more tips and tools on planning and preparing for the New Year!