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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:

  1. What is our product/service?
  2. 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? What does it enable them to be, do, have, think and FEEL?
  3. What is our message? What do our audiences want/need to know about our product/service?
  4. 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.)?
  5. 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?
  6. How much will it cost, and how much are we willing to spend, to communicate our message effectively?
  7. How much income/profit (if any) do we expect to earn as a result?
  8. What other results do we expect (in terms of membership growth, attendance at our events, media coverage, brand awareness etc.)?
  9. Who is actually going to do the marketing tasks, and when? Do we need to call in some outside expertise?
  10. 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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Sharing tips at the "Making the Most of the Media" seminar
September 18, 2006