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A Mission Statement is a Marketing Must
Do you envision a mission statement as a formal document hanging as a plaque on the wall that inspires all those who work in the company? Or perhaps you view a mission statement more as an exercise in strategic thinking to include in a business plan to take to the bank? Both of these are accurate, yet a well-defined mission statement can do much more.
There are many different approaches to creating a mission statement. A mission statement is essentially a statement of purpose - why does this business exist? Combined with purpose are usually an explanation of what the business offers, to whom, how they deliver their product or service, and a vision for the future.
What does this have to do with marketing?
Having a mission statement gives a sense of direction to your company and helps all stakeholders to be on the same page in understanding what they are doing and where they are going. If you view your mission statement as the master barometer of your business, it will guide your decisions in all areas: including marketing.
When a salesperson shows up with a fantastic offer for a promotional video, or wanting to redesign your website, or any other advertising or marketing opportunity, wouldn't it be wonderful if you could do a quick reality check to see if it makes sense for your company? Your mission statement provides that reality check. If any activity or idea is in sync with your purpose, your target market, and your vision, that provides a green light in looking into the opportunity further. If, however, it is clearly not aligned with your mission, it is a red light and an easy decision to say "I think I'll pass on this one" with no doubts or regrets.
If your mission statement indicates your growth plans (which it should), it can also help you in your marketing planning. The number of people you need to reach, the amount of interaction with customers and prospects, and the message you should be communicating can all be deduced from your mission statement, which in turn can help determine your marketing budget and calendar of activities.
If you believe marketing is a proactive concept instead of a reactive response, let your mission statement lend its weight to your strategic marketing planning and also your daily and monthly tactical marketing activity.
Now, either dust off and review or redefine your mission statement, or get busy creating one. If you need help, let us know!
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