A new financial year brings a fresh opportunity to reflect, reframe, and reset your marketing strategy. Whether your business is aiming for growth, stability, or innovation, having a clear, focused approach can help you stay competitive and relevant. Drawing from OH! Marketing’s “Strategy and Certainty” framework, here are three essential steps to help you prepare for success in the year ahead.
1. Identify a market, understand the trends, and build smart partnerships
Start by identifying a potential market that aligns with your goals and capabilities. This may involve exploring untapped demographics, lifestyle shifts, or emerging needs. For example, by 2030, over 20 percent of Australians will be aged over 65. This growing segment presents significant opportunities in sectors like health, food, travel, and leisure. Similarly, the rise in demand for ready-to-eat and health-conscious meals reveals a shift in consumer priorities toward convenience and wellbeing.
Once you spot a possible market, validate it with reliable data. Look at economic forecasts, consumer trends, and industry reports to ensure your insights are grounded in fact. This allows you to build confidence in your decisions and avoid relying on assumptions. To accelerate your entry into the market, consider partnering with businesses that already have access to the audience you are trying to reach. Strategic partnerships can help you expand your database, increase trust, and build visibility more efficiently than going it alone.
2. Segment your audience and go vertical with your messaging
Not every customer has the same needs. That is why segmentation is key. Begin by reviewing your current audience and dividing it into groups based on specific characteristics such as behaviour, interests, age, or location. From there, tailor your messaging, offers, and experiences to match the unique expectations of each group. The goal is to create more relevant and personalised communication that speaks directly to their priorities.
Going vertical means focusing deeply on each segment rather than spreading your efforts too thin across a broad market. For example, a trade show organiser might create different campaigns for exhibitors, sponsors, and attendees, each with messaging that aligns with their particular goals. This approach not only helps increase engagement but also improves your conversion rates. When your audience feels seen and understood, they are more likely to respond, connect, and act.
3. Take your marketing offline to build trust and connection
While digital marketing is essential, offline strategies continue to offer powerful ways to build trust and human connection. Channels like trade shows, networking events, direct mail, branded merchandise, and community sponsorships allow your brand to be experienced in a tangible, personal way. These real-world interactions often lead to more meaningful conversations, stronger emotional engagement, and faster decision-making.
In-person communication also has proven benefits. Studies show that it increases trust by nearly 50 percent and leads to quicker, clearer agreements compared to email or digital-only interactions. Additionally, 77 percent of consumers say they trust a brand more after encountering it at a live event. Whether you host an activation or simply attend with intention, being visible and accessible offline can significantly enhance your brand’s credibility and connection with your audience.
Final thoughts
The businesses that thrive in the new financial year will be those that prepare with insight, purpose, and clarity. By identifying the right market, using data to guide your direction, forming smart partnerships, tailoring your messaging, and showing up both online and offline, you can build a marketing strategy that drives real impact.
For guidance on creating your financial year strategy, connect with the team at OH! Marketing.
