Answer the following questions and we'll give you a grade on your
readiness to "do battle" in the campaign to influence the
opinions of your ideal prospects.
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1. What are your marketing and/or business objectives: to increase
sales, market share, etc.? It's important to set objectives
that are clear and measurable.
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2. What are your communications objectives? That is, what do
you want to have happen as a consequence of your message: send
a reply card, call for more info, change beliefs, perceptions?
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3. Describe your target audience or ideal prospect, i.e., the
people or institutions most likely to respond to your message.
What is their single most important want or need in the context
of your offering? How do they perceive your organization, your
product, the competition's?
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A. Business-to-business: identify size and type of company;
industry; decision maker(s); intermediaries and/or centers
of influence.
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B. Consumer: relevant demographics (age, sex, occupation,
income, interests, family status); centers of influence.
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4. What factors most influence the purchase of your product
or the behavior you seek to change: price, availability, service,
disposable income, relationships, the economy, opinions of others?
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5. Who or what is the competition, or the obstacles that stand
in the way of achieving your goals? How dominant is the competition?
What are they saying about their product (or yours)? Are they
saying it effectively?
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6. What is the regulatory environment or what are any other
external factors that affect your business and/or the development
of your product?
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7. List your product's features and benefits. For example,
a feature is "MFP Flouride," the benefit is "fights
cavities." Highlight your strengths vis a vis the competition
or in terms of buyer preferences. Indicate where you fall in
the pricing spectrum.
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8. How is your product distributed: direct to consumer, through
sales reps, agents or other intermediaries?
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9. How do you know all this: through focus groups, surveys,
independent research, feedback from sales reps, or "I just
know?"
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required
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required
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Industry
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E-mail address
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required
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