marketing awareness and assessment questionnaire Marketing Goals and Objectives • Is this marketing offensive or defensive? • What are we trying to do? (Maintain awareness? Build awareness? Change behavior/perception?) • What are your short- and long-term marketing goals? • What are your expectations from marketing efforts? Perception/Market • Who is the audience? • Are you looking to broaden the market or maintain current percentage of available market? • If there is more than one audience, what weight do they carry? • Who are the key influencers? • What do you want your audience to know? What is your product? • What are the features, added value, or benefits of the service over the competition? • From where is it possible to draw additional business? (Geographically? New products?) • What makes you mad? “Boy, I wish they knew……………” • What do you see as your image? How do you feel people currently perceive your product/ service/company? • What/who is the competition? How are we better? • What do you feel drives sales or pushes someone to choose your product or service over alternatives? • What marketing has been successful in the past? Specific Information • Again, whom do you compete with for customers? • How important is introduction of new product (classes, services) over sustaining product in the marketing efforts? • Is what you offer cyclical or seasonal? When are the high and low points? • Do you have capacity for additional customers? Where? In what areas? • Do you have budget allocated for marketing activities? If so, how much?
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