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Marketing Questionnaire
Take a few minutes to fill out my survey
1. Background and Business Objectives
Having goals and objectives is the way to measure the success of your business and gives an outline of what you want to accomplish.
1. What business are you in?
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Retail
Real Estate
Manufacturing
IT
Education
Finance
Food and Beverage
Medical
Health and Wellness
Publishing
Other
2. What needs does your business meet in the industry?
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3. What are your primary services and/or products that you provide?
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4. What are your most important business objectives for the next two years?
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Profitability
Productivity
Customer Service
Employee Retention
Growth
Change Management
Marketing
Other, please describe:
5. What compelled you to start your business?
2. Mission and Vision
The most important first step to take before marketing your business is to know where you are going as an organization.
1. What is the mission of your business or organization?
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2. What would you like to accomplish and what will your goal look like when you reach it?
3. Image and Branding
This refers to your logo, the colours, the symbols, and general look of your website, brochures, letterhead, and other marketing materials. It is the message that you would like the world to understand and recognize whenever they see your company online, in print, or in media. When you think of Harley-Davidson, a totally different picture comes to mind than when you think of Betty Crocker.
1. Do you have a clear image and branding that pleases you?
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Yes
No
If no, we can help you. What do you feel is wrong with your current branding?
2. Does your image and branding reflect who you are and what you do now rather than what you have done in the past?
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Yes
No
3. Is your branding consistent? Do all your marketing materials, such as brochures, letterhead, business cards, ads, and website have the same look, feel, and logos?
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Yes
No
If No, how can we help?
4. Do all your marketing materials have your website address and Social Media (like Facebook or LinkedIn) names on them?
Yes
No
5. Marketing Message
Your marketing message should be used in all your external communications. It starts with knowing the wants, fears, problems, and needs of your target market and ends by crafting a message that speaks to those problems in a compelling and believable way.
1. What does your identifies target audience know and believe about your brand?
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2. What is the single most important message that you must communicate to ALL of your target audiences?
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3. What kind of brand personality do you want to portray in your communications?
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Purist/Sincerity
Pioneer
Conqueror
Rebel/Excitement
Sophistication
Competence
6. Market/Industry
1. What is the market opportunity?
2. What percentage do you think you can increase your market share by?
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10-25%
25-50%
50-100%
3. What are the key industry trends that are fuelling your success? E.g. the rising impact of digital.
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4. How will the economic climate affect your business?
5. Is your business or market affected by business cycle or seasons? If so, please describe how it is affected.
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Yes
No
6. Target Audience
In marketing, a target audience is the primary group of people that your business or organization is aimed at appealing to. What type of people come to your website and support your organization? How do they find out about you? By phone, mail, web, television, radio, in stores, at restaurants? What are their ages? Are they local, national, or all over the world? What do they like? More specifically, what do they like most about YOU that inspires them to join your organization, purchase your products, or donate money?
1. Who is your audience?
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2. Are you confident that you are reaching them?
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Yes
No
Please explain how you monitor this:
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What market segments are you targeting (list segment name and characteristics)? What segments are you not targeting?
What criteria to consider?
Demographic
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Age
Gender
Income
Occupation
Family status
Education level
Geographic
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Location
Climate
Language
Cultural considerations
Psychographic
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Lifestyle
Values
Interests
Personality traits
Behavioral
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Buying habits
Product usage
Spending patterns
Brand loyalty.
Firmographic
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Industry
Company Size
Location
Revenue
Ownership Structure
Technology Usage
Performance
Benefit-Based
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Customers seeking specific benefits from the product or service
What criteria to not consider?
4. What is your customer’s primary reason for buying or wanting to use your product or service?
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5. Why would someone prefer your offering versus that offered by the competition, what is your competitive advantage?
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6. Are there any issues or concerns that the target audience might have regarding this type of product or service?
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7. Competitive Analysis
What categories of competition threaten your success?
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Direct Competitors: Businesses offering the exact same product or service
Direct Competitors: Businesses offering the exact same product or service
Indirect Competitors: Businesses offering alternative products or services that satisfy the same customer need.
Replacement Competitors: Businesses offering products or services that can be used as a substitute for yours
Monopoly: One dominant firm controls the market
Oligopoly: A few large firms dominate the market.
Monopolistic Competition: Many firms offer differentiated products within a market.
Perfect Competition: Many firms offer identical products.
Local Competitors: Businesses operating within the same geographic area
National or International Competitors: Businesses operating on a larger scale.
Industry Giants: Large companies with established brands and resources
Niche Players: Businesses focusing on specific market segments with specialized needs
Product Form Competition: Competition between different versions of the same product
Product Category Competition: Competition between different types of products within the same category
Generic Competition: Competition between different ways of meeting the same basic need
Budget Competition: Competition for the customer's limited budget
2. List 3 companies that pose the greatest threat, and how do they differentiate themselves? What strategic or tactical elements do they use that threaten your success? List the strengths and weaknesses for each of these elements.
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3. Are you creating barriers to entry into the marketplace?
Yes
No
8. Client Needs Analysis
1. What need is your offering designed to fill?
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2. What features and associated benefits does your offering provide?
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3. What improvements can you make to your offering to better meet customer needs?
4. What new offerings would your customers most like you to develop?
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9. Sales and Buying Process
1. Check the processes used for selling your services or products.
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Direct personal sale
Direct online sale
Indirect through channels
Other, please explain
2. Who is involved, both from your company and from your sales channel partners, in each step of the sales process?
3. How does your target audience buy your type of offering?
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The purchase is an impulse buy
Planned purchase
4. What purchase process steps do the members of your target audience follow? Does this process vary based on the vendor that they select? If the process does vary, explain how and/or why?
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5. What buying criteria does your target audience use to select an offering?
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What is it?
What does it do?
Why do I need it?
What will I get?
Why should I buy it from you?
What’s the price?
What’s the deal?
10. Marketing Plan
To be most effective, a marketing plan is a formal written document that details the actions necessary to achieve your marketing objectives. It can be for a company, a product or service, a brand, or a product line. The essence of the process is that it moves from the general to the specific; from the overall objectives of your organization down to the individual action plan for a part of one marketing program. Effective PR flows out of a solid marketing plan.
1. Do you have a specific marketing plan that is currently driving your marketing efforts?
Yes
No
Please explain:
2. Do you know your Unique Selling Proposition – that which makes you different from all your competitors?
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Yes
No
If yes, what is it?
3. Do you have a story that will capture the hearts and interest of potential clients?
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Yes
No
4. If yes, is your story expressed in your marketing materials?
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Yes
No
How?
11. General Marketing
1. Have you set up an annual marketing budget?
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Yes
No. I know one is necessary
No. Is a marketing budget necessary for me?
Amount (general range)
2. Do you have a media kit?
Yes, printed
Yes, online
No, and I know that one is necessary
No, and is a media kit necessary for me?
3. Do you have a website?
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Yes, and I’m happy with it
Yes, and I am ready to move to the next level with it
Yes, and I know it will require a major overhaul soon
No
12. Traditional Marketing
This part of the questionnaire deals with common, “low-tech” ways of promoting your business. You are probably bombarded by many offers of advertising and promotion on a daily basis, so it important that you understand that if you use any of these methods, you will really have to stand out to be remembered!
PRINT
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Brochure
Calendars
Cards
Coupons
Community Papers
Direct mail
Directories of professional associations
Flyers
In-flight audio advertisements
Magazines
Mail order catalogues
Newsletter
Newspaper ads
Press releases
Supermarket receipts
Trade magazines
Yellow page ads
WOM WORD OF MOUTH MARKETING
Conventions
Customer Referral Programs
Fairs and festivals
Fan clubs
Multilevel marketing
Networking meetings
Panel discussions at professional meetings
Product placements
Refer-a-friend program
Seeding
Making comments on forums
Getting bloggers to write about you
Inspiring thought leaders in your field to mention what you do in their writing or presentations
Seminars
Sponsorships
Testimonials
Tradeshows
VIP program
CONTESTS AND GIVEAWAYS
Contests
Giveaways
Rebates
Sweepstakes
JOINT VENTURES – companies teaming up to so:
Joint events
Promotions
Sales
Other
OUTDOOR ADVERTISING
Stadium advertising
Blimps
Balloons
Movie theatre commercials
Billboards
Signs
A-frame sidewalk signs
Roadside person in costume with sign
Transit advertising
PUBLICITY EVENTS
Book signings
Demonstrations
Parties
Presentations and speaking events
Workshops and seminars
Other
2. Is what you are doing to promote your organization:
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Integrated – working together well?
Part of a larger plan?
Reinforcing your brand consistently?
Effective?
3. Are you monitoring your marketing success? How?
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Number of new customers
Number of referrals
Number of phone calls
Number of coupons used
Number of email requests or responses
Number of feedback forms submitted from website
Sales
Volume of comments on social media
Other
13. Online marketing
Websites have changed. With faster internet access and with all the new technology introduced over the past few years, the expectations of website visitors have changed. People expect content on sites to change frequently. They expect to be entertained and see interesting graphics. Old-style websites stand out, and not in a good way. This section will help you discover how many ways you can add to your basic web presence, and use your website to draw new visitors, then keep them coming back for more of what you have to offer.
1. What is the purpose of your web presence? With a clear vision of your purpose, it is easier to stay on target with your message and have proper organization of the site.
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Building community
Customer service
Entertainment
Information
Product Sales
Providing services
Teaching or training
Vendor services
Other
2. Is the audience for your website the same as for your other types of audiences or are you aiming for a different demographic – or different demographics on different sites?
3. Which of the following vehicles are you using as part of your web presence?
Blog
Forum
Gallery
Online store
Your own website
Social media
This phenomenon focuses on building community. Originally started for students, these sites became a draw for adults and for marketers when they discovered how easy it was to reach their audience if they chose the right type of site and used it properly to promote their wares. These are great for creating interest groups, and they aren’t for every business or every audience.
Which social media channel your business is on?
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Facebook
Instagram
Tik tok
YouTube
LinkedIn
Twitter
Other
4. Is what you are doing on your channels:
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Integrated – working together well?
Part of a larger plan?
Reinforcing your brand consistently?
Changing often enough to drive repeat visits?
Monitored for appropriate posts
5. Do you currently use a CRM or marketing automation platform?
6. Do you use any of the following features on your website(s)?
eNewsletters
eZines (electronic magazines)
Events calendar
Free downloads
Mail list opt-ins (subscribe)
Online memberships
Podcasts
Video clips
RSS feed
Search Engine Optimisation (SEO)
7. Do you advertise online?
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No, I’m not interested.
No, I would like to.
Yes, this is where I advertise:
Yes, and I would like to make it more effective
Google Adwords, AdSense
Meta ads
Tik Tok ads
Bloglines
Online Directories
Other
8. Are you monitoring the success of your online strategy?
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Yes
No
Website traffic statistics
Online sales
Comments on blogs
Memberships
Size of email list
Other
9. How many leads do you generate per month from all your marketing channels?
50-500
500-1000
1000+
10. What is your average monthly spend?
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Less than 1000€
1000€-2000€
2000€-5000€
5000€-10000€
Over 10000€
14. Pricing
1. What is your current pricing structure and do your customers understand it?
2. Which of your competitors is considered the price leader?
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3. What can be done to reduce costs without compromising quality or service/product?
4. What is the perceived value of your offering?
5. What service/s do you currently include in the price of your product?
6. What services can you consider now and in the future?
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