With spring just around the corner, it's never too early to get into a "spring cleaning" mindset, decluttering your business as you look to a new season and set new goals. One of which is most likely creating smarter, more targeted marketing campaigns.

In today's saturated marketplace, where guests have many options where to dine, the key to attracting new and repeat customers will always be effective marketing. From age-old word of mouth to the latest social media options, what are you doing to increase business? When was the last time you honestly took stock of your marketing elements? The inventory checklist below offers a few ideas to either create or update your marketing plan.

Basic tools and methods: Do you have or need?

• New logo updated within the last 3 to 5 years

• Current business ID (e.g., business cards, letterhead, envelopes, labels)

• Competitor analysis, including pricing, products and promotions

• Business cards that now include your twitter or Facebook account

• Up-to-date web presence

• Online listings and search rankings tracked and updated

• Appropriate social media participation

• Solicitation of regular customer/client feedback

• Regularly scheduled contact with top customers to solicit feedback

• Calculated potential return on each marketing project — before you invest

• Marketing plans and promotions scheduled 6 to 12 months in advance

• Action plan with timeline for next 6 months

• Appropriate metrics to monitor and plan success

For added impact: Do you have or need?

• Updated press kit and regular news releases with photos

• YouTube videos posted with relevant keywords

• Photo gallery on web or in print of all products and interior/exterior photos

• Company clothing and promotional items (giveaways and uniforms)

• eNewsletter and eBlast to existing customers

If you have an informal or unwritten marketing plan, take the time to make it official. If you have a detailed marketing plan, be sure to update it regularly and find ways to fund your ideas. Calculate your potential return with each marketing project — before you invest. Without clear substantiation or a proper budget, your plan may not generate the rate of return necessary to meet your business needs. If your existing marketing efforts aren't working, stop now and assess the situation more thoroughly or bring in qualified assistance. You can't afford ideas that don't work with the hope that someday they might

Source: Duke Marketing