Blog:
AEC Marketing THE BIG PICTURE
1. Simple Question: What do you want?
2. What resources do you require to make that happen?
YOUR CUSTOMERS: PAST, PRESENT AND FUTURE
3. Identify/explain your customers (See: I know I should be doing something...):
4. Can you subdivide your customers into distinct groups or segments?
5. What are the requirements of various customer segments?
6. Rate the importance of:
a. Sales response time,
b. Delivery speed,
c. Product customization,
d. Price sensitivity,
e. Service response time,
... for each of these segments:
7. Where do your customers first encounter your company?
8. Describe likely point of purchase for each segment:
9. Honestly assess the loss of past customers:
SALES REQUIREMENTS
10. Sales force and promotional approaches:
a. Appropriate size?
b. Adequate resources?
c. Clear expectations?
11. Provide analysis of how sales decisions are made:
MARKETING REQUIREMENTS
12. What is annual cost of acquiring/retaining customers?
13. What is annual marketing budget?
14. What is vision for the company's organization and development of marketing components?
15. For Example, what is Policy & Procedure for your company's contacts database?
16. For Example, what are all the current marketing components/tools in use?
a. Rate in order of potency.
COMPETITION & THE MARKET
17. What are the strengths and weaknesses of competitors . . .
18. Provide market intelligence:
a. Domestic product volume?
b. Competitor breakdown?
c. The number of potential customers and potential sales revenues?
VISION
19. Describe the company 12 months from today:
20. Describe the company 5 years from today:
Read more...