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You are here: Home > Marketing > Articles > Questions
Marketing Questions
by Kay Ross
The following questions might be useful discussion-starters (and ones to keep in mind constantly) when you're assessing your current and potential marketing strategies:
- What is our product/service?
- Who uses/buys our product/service, and why (and who doesn't, and why)? What motivates them? When and how frequently do they buy? What benefits do they expect? What problems does our product/service solve for them? How does it make them FEEL?
- What is our message? What do our audiences want/need to know about our product/service?
- Who do we want to communicate that message to, both within our organisation and externally (e.g. existing, past and potential customers, members, shareholders, employees, volunteers, sponsors, investors and financiers; other like-minded organisations; competitors; service providers; industry and financial analysts; legislators; government bureaucrats; any people/organisations that we do business with; the media etc. etc.)?
- What is the most effective way to reach/influence our audiences? How do they prefer to gather and assess information? Whose opinions do they respect? Which magazines/newspapers/newsletters/websites/blogs/books do they read? Which radio stations/programmes do they listen to? Which TV stations/programmes do they watch? Do they pay attention to posters, flyers and direct mail? What kind of business/social functions do they attend? What organisations do they belong to? Where can we find them?
- How much will it cost, and how much are we willing to spend, to communicate our message effectively?
- How much income/profit (if any) do we expect to earn as a result?
- What other results do we expect (in terms of membership growth, attendance at our events, media coverage, brand awareness etc.)?
- Who is actually going to do the marketing tasks, and when? Do we need to call in some outside expertise?
- How will we measure the qualitative and quantitative results of our marketing activities?
Copyright Kay Ross
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Kay Ross is a Hong Kong-based marketing consultant & coach, editor and copywriter. She devises creative marketing strategies and crafts compelling English-language marketing communications messages that translate into bottom-line results for her clients. To learn more, visit www.kayross.com. | |
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