So this is Christmas, what have you done?

We are coming to the end of another year - parties, late nights and final deals. So where did 1997 go? As I resign myself to an evening of writing out Christmas cards, I remember reading a recent survey highlighting how bad businesses are at sending seasonal greetings to their customers, prospects and partners. Only 50 per cent take the time to send greeting cards, which is a pity as it can be a great opportunity to drop a line to all those people you had planned to call last January.

Industry analysts are predicting 1998 will be another great year for IT spending and expansion. The government has launched Net Year and there is more advertising than ever for the latest computer, software, game and internet connection.

Take five

So how will you exploit this - made any plans yet? The great marketing strategy document we all planned to complete by September is still only half written and will stay that way, while we make excuses about resource issues, moving forecasts and speed of the market, and try to avoid the 'can't get my head round this' excuse.

Stop looking at a blank sheet, instead go back to your business and plan.

Pull out your top five business objectives and look closely at what steps your business must take to achieve these objectives. Let's assume you want to increase your revenue. By how much? Is 20 per cent too modest a figure? Could your business support a 50 per cent growth in revenue? What is your target?

So how are you going to achieve this? Is it best to increase your existing customer base, aim for higher value customers, spread geographically, or aim to be first to contact all new businesses as they move into your area? When you break the elements into bite-sized pieces, the first steps will often seem more achievable. Then the great creation of the marketing strategy can begin in earnest.

There are many tactical options when you have sorted out your strategy. Always remember that it should underpin the business objectives. The tactics are the actions which will ultimately give you the results. Many activities can be carried out a lot cheaper than you would imagine.

Maintaining an accurate database is the key to all successful sales organisations.

This enables you to keep in touch with those people you wish to contact.

If you continue sending mailings and letters to someone who has moved on to another firm, then you may be perceived as slipshod and not caring who you write to. This may seem like beginner's stuff to some of you, but how many letters do you get where your title is wrong, and your name is spelt incorrectly? What sort of impression does that leave you with?

My advice for anybody in IT is to take as much interest in your suppliers as possible. Include hardware or software manufacturers as you take in your customers, as it is important to be up to speed with both camps. This will undoubtedly allow you to get the most out of both relationships.

Stay in the hood

Back to the action. There are multiple ways of communicating both on a regional and national scale. I have had a great deal of success in working with local organisations such as the Chamber of Commerce, development authorities and other similar organisations. There are many networks to tap into, not only to build your business, but for advice and contacts.

Consider sponsoring a local event and always pick something that suits your business plan. It can be anything from the local hospital's radio station, the Christmas tree in the town square to the Rotarian's spring party.

Whatever you do, make sure it's something that will help you heighten the local community's awareness of your business and ensure that it will meet your objectives.

If you are going to advertise, make sure you've worked out the benefits and how you are going to do it. If you know that your local customers are not swayed by a price war strategy, then you shouldn't waste your money on placing a tacky ad in the local newspaper with flashes declaring #100 off your product.

Another option is to run a seminar.

It could be about your region's business prospects over the next decade.

This is another strategy you can use to raise awareness of your firm as a forward-thinking, local company.

Reach out and touch

And finally, it's not too late to send those Christmas cards. What you know about your current customers is one of your greatest assets. Use your database to let them know what you're up to.

Provide them with information regarding new offices, new staff, even new ideas. That way they will perceive you, and treat you, as a business partner and not just another supplier.

Frank O'Brien is Sales Director at Fujitsu PCs, Notebooks and Servers