BAQ Marketing Business Assessment Questionnaire – Marketing Company name Email address Do you have a written Marketing Plan? YesNo Do you have a logo? YesNo Do you have a recognizable brand? YesNo Do you have a strategy for your company’s brand that includes both digital and traditional tactics? YesNo Do you have a tag line? YesNo a. If yes, what is it? Do you currently advertise to promote your business? YesNo a. If so, how do you advertise? TVRadioDirect MailBillboardsBenchesBusesOther Do you use promotional items like pens, mugs, shirts, hats, magnets, calendars? YesNo Name three ways you are better than your competition: 1. 2. 3. Do you apply your logo and name to consistent design standards everywhere? YesNo Do you track the advertising response by source and cost per lead? YesNo Do you have a written "unique selling position" (USP) that all staff know and understand? YesNo a. If so, what is it? Do you have an individual in your organization designated for marketing? YesNo Do you have a customer referral program in place? YesNo Do you use contact relationship management software like Act or Goldmine? YesNo a. If so, which one? Do you have an annual budget for marketing? YesNo If so, how much for each of the last 3 years? ...last year? ...year before last? ...3 years ago? Do you have a marketing calendar that specifies activities for the entire year? YesNo Do you know the demographics of your market? YesNo Do you know the profile of your target customer(s)? YesNo Do you have any sales promotions planned? YesNo Do you have any publicity campaigns planned? YesNo How many customers does the business serve on a regular basis? per Who makes up the market for this business? Where are your customers located? Do they come from: the local areathe regionthe nationacross the globe? Does the business have exclusive rights to market any particular products or services? YesNo If so, how has it obtained this exclusively? Are any of the business' products in danger of becoming obsolete or of going out of style? YesNo Is it a "fad" business? YesNo Do you have a lead generation system that you consistently follow? YesNo Do you have a list of references, such as past clients/customers & suppliers? YesNo What percentage of your business is derived from: one time customers repeat customers ? Do you use coupons, discounts or rebates? YesNo If so, describe: Do you offer any “freebies?” YesNo If so, what? Provide the web addresses of your three closest competitors. 1. 2. 3. What other products and services do your customers use in lieu of, or in tandem with, your products and/or services? What is the average number of times a customer purchases from you over a 12 month period? How long does the average customer continue to purchase from you? Do you gather and analyze data about market and other external factors which affect your business? YesNo If so, does the analysis include geographic, demographic and/or psychographic data? YesNo How do you get information about your industry, the cost and availability of capital, government regulations and the economy and how it affects your business? What other products and services do your customers use in lieu of, or in tandem with, your products and/or services? Within your industry, are there: a. new competitors YesNo b. new concepts YesNo c. new technologies YesNo d. new procurement practices YesNo e. new price trends YesNo f. new products or services YesNo If yes to any a –f, then explain How does your business take pricing/ promotion, market expansion, and market segmentation into consideration? Do you belong to any face-to-face networking groups? YesNo If so, which ones? Chamber of CommerceBNIRainmakersLegacy ConnectionTBNMeetUpAnderson Business RoundtableREIASONGOther Note that #1 means you strongly agree, #2 means you somewhat agree, #3 means you neither agree nor disagree, #4 means you somewhat disagree and #5 means you strongly disagree. We have a written marketing plan and refer to it regularly when planning and setting goals 12345 We track every lead and know the marketing source for the lead 12345 I know and can verbalize our unique competitive advantage 12345 We have a clearly defined target market 12345 We have a clear marketing message that speaks directly to our target market 12345 We always have multiple marketing strategies at work 12345 Our marketing message is consistent 12345 We track the effectiveness of every marketing campaign 12345 We regularly communicate with current and past customers 12345 We are always testing new ways to communicate about our products/services 12345 We are “ahead of the game” compared to our competition 12345 I am the marketing department 12345 Δ
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