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1) What is the single
most important marketing problem that needs to be solved?
2) What are the company's
marketing goals and objectives? (Examples: increase revenues by
%, increase market share by %, establish or raise awareness of the
brand, introduce a new product, generate leads for a sales force,
etc.)
3) What are the problems
and obstacles standing in the way of achieving the objectives?
4) What criteria will be
used to determine if the marketing campaign is successful?
5) What is the current status
of product availability and sales?
6) What are the demographic
& psychographic profiles of the target market? (Attach copies
of marketing plans and research if available.)
7) What is your image of
your most profitable customer?
8) How much revenue and profit
does a customer generate in a cycle, a lifetime?
9) What is the current cost-per-customer?
10) What are the current
trends in the industry? (Where are things going, new technologies
and products, new players, customer expectations and etc.)
11) Who are the key competitors?
(Direct and in-direct.)
12) What is the competitive
edge of the company? (USP)
13) Discuss the current advertising
and marketing program. (Positioning, slogans, materials, media,
current agencies and vendors, projects in the works, etc. Attach
media plans, brochures/ads)
14) What types of marketing and advertising programs have been tried
in the past few years? Successful or unsuccessful? (Attach media
plans and ads.)
15) What are the competitors
marketing and advertising activities that appear to be successful?
16) What type of marketing
campaign do you envision and want?
17) Any mandatory or specific
marketing and media requirements that must be considered? (Unique
to the industry, current contractual obligations, preferences, etc.)
18) What is the annual marketing
budget? (Materials, media, in-house, project budgets, etc.)
19) What is the timetable
for starting and completion of the projects and campaign?
20) How will you evaluate
and select your agency and vendors?
Have you guessed what the "#1 Question"
is?
It is question #4 - What criteria will be used
to determine if the marketing campaign is successful?
The reason I believe that this is the most important
question, the one that can determine the success or failure of any
advertising campaign, is because, if you don't have a goal, how
will you know if you've reached it?
It's the difference of "heading west" or
"traveling from New York to L.A." L.A. becomes the goal
and the criteria for success. If you only make it to Denver, you
know you have not reached your ultimate goal. You can make adjustments
and develop new plans to get you the rest of the way.
Many advertising agencies do not want to get anywhere
near such accountability standards because it exposes their failures.
If your criteria for success is the vague "heading west,"
you can claim victory as soon as you cross the Hudson River into
New Jersey.
What are your goals?
· Increase sales 100%?
· Open 50 new retail outlets?
· Expand the company into
overseas markets?
· Launch a new product?
· Improve the marketing ROI?
Your very own marketing guru.
Better than having a personal trainer or coach. My
clients over the last twenty-five years have included America's
best:
· ABC-TV
· AXA Advisors
· American Express
· The Australian Government
· Baseball Hall of Fame
· CBS-TV
· Countrywide
· Disney
· ESPN
· Fidelity
· Guthy-Renker
· Hilton Hotels
· H & R Block
· Merrill Lynch
· Mattel
· NBC-TV
· New York Stock Exchange
· Time-Life
· United Airlines
· And dozens of small businesses, start-ups and entrepreneurs.
Together with the best marketers in the country,
I will help you develop and manage a marketing program that can
increase your business by 100% or more through:
· Consulting
· Marketing Plans
· Creative Services
· Copywriting
· Direct Mail
· Print Advertising
· Television Commercials
· Radio Advertising
· On-line Marketing
· Promotions and Events
· Public Relations
Call me today at 818-879-2200, ext. 104
Thanks for visiting.
Wishing you every success in business and in life!
Bob Haukoos
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