Kickstart 2025: Your Guide to a Winning Marketing Plan
If there’s ever been a better time to shake off the cobwebs and start afresh, it’s now.
A new year offers that perfect blend of closure and possibility.
Sure, planning for 2025 might feel daunting at first—looking back at the year’s numbers is a bit like ripping off a Band-Aid. But once it’s done, you’ll breathe easier and feel the thrill of what’s ahead.
I know firsthand how tough this year has been. Like many, I faced my own challenges (hello, redundancy!).
But by all accounts, things are looking up. The media says we’re heading for more prosperous times by mid-next year, and when that happens, people will want to indulge, experience, and enjoy life again.
Make sure your business is ready to capture that pent-up demand.
Reviewing the Past Year
Before you dive headfirst into 2025, take a moment to look back. Reflecting on the past year’s performance is essential—it’s where you find the lessons that shape your future strategy.
Start with the numbers:
Sales Metrics: Revenue, transactions by channel, and average order value. Were there any standout products or bundles?
Visitor Numbers: Did foot traffic or website visits grow? A year-on-year comparison often uncovers useful trends.
Social Media Engagement: How’s your engagement? Aim for 5%+ on average, and check whether your advertising spend translated into meaningful results (e.g., cost per click, referral traffic).
Learn from your competitors: What did they do well—or not so well? A little competitive analysis can inspire fresh ideas or show you what to avoid.
Ask your customers: Reviews and surveys are incredibly revealing. If your customers loved something—or hated it—you want to know so you can refine your approach.
Finally, don’t be afraid to dig into the data. Platforms like Google Analytics or your point-of-sale system are treasure troves of insights. The trick is carving out the time to explore them.
Setting SMART Goals
A plan without goals is just a wish. As you gear up for 2025, set SMART goals: Specific, Measurable, Achievable, Realistic, and Timely.
Examples to inspire you:
Increase wine club signups by 20%.
Boost midweek restaurant bookings by 15%.
Raise your social media engagement rate to 5%.
The key is to break large goals into smaller, actionable steps. Not only does this keep your team focused, but it also gives you plenty of milestones to celebrate along the way.
Planning Key Campaigns
Once your goals are set, it’s time to build your campaign calendar. The best starting point? Look at what worked last year and scale it.
Rinse and repeat: Campaigns that delivered results are gold. Double down on those successes and optimise them for even greater impact.
Cut the deadweight: If a campaign didn’t land, don’t waste time trying to salvage it. Free up resources to explore new ideas instead.
Align with the seasons: Plan campaigns around key dates—Valentine’s Day, harvest festivals, or major regional events. If you’re in eCommerce, mark periods like end-of-financial-year sales or Black Friday on your calendar.
Be ready for the comeback: When people start spending again, they’ll crave experiences and indulgence. Make sure your campaigns are in place to meet that demand head-on.
Learning from Challenges: A Case Study
One winery I worked with refined its seasonal campaigns instead of reinventing the wheel. By focusing on scaling what already worked, we increased sales for that particular campaign by 20% YoY%. It also allowed the team to optimise existing assets and stretch our budget further.
The takeaway? Consistency and refinement often trump newness and novelty.
December is busy—between gifting campaigns and the tourism rush, it can feel impossible to think about next year. But even the simplest plan can make a huge difference in setting you up for success.
If the thought of tackling it all feels overwhelming, don’t stress. Strategic planning is my bread and butter, and I’d be delighted to help you craft a plan that aligns with your goals and inspires your team.