This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Ask a business owner about marketing and they’ll usually tell you about their need to update their website, gets to grips with social media or create a new brochure.
If your marketing isn’t as effective at generating leads as you’d like it to be, this webinar is for you. Gill Hutchinson of Aardvark Marketing shares a process they use with clients to identify areas that can be improved.
There is a link at the end of this deck to the associated blog and webinar recording.
1. Customer Understanding: score ___ out of 1010 out of 10: we have a strong understanding of our customers, their goals and challenges and what they require from us
2. Customer & product mix: score ___ out of 1010 out of 10: we have a well-balanced mix of industries, customers and products, creating sufficient opportunities for sales and profit growth
3. Competitor Understanding: score ___ out of 1010 out of 10: We know who our key competitors are, and understand our relative strengths and weaknesses against them
More customers…sales…profit
Self-assessment questions4. Proposition: score ___ out of 10
10 out of 10: We have clearly defined what we offer to our customers, how we differentiate ourselves from our competitors and communicate this effectively
5. Business Goals: score ___ out of 1010 out of 10: We have clearly defined business goals, communicated throughout the business and I understand how my role contributes to their achievement
6. New Business Development: score ___ out of 1010 out of 10: We have a proven process which everyone follows for identifying and converting enough new business opportunities to hit our targets
More customers…sales…profit
Self-assessment questions
7. Marketing Objectives: score ___ out of 1010 out of 10: We have defined what we need marketing to deliver in order to meet our business goals and I am clear on what I can expect from marketing in my role
8. Marketing Strategy: score ___ out of 1010 out of 10: There is a written marketing strategy which has been shared with me and I understand the role marketing plays within the business
9. Marketing Investment: score ___ out of 1010 out of 10: The business invests sufficient time and money in marketing support to help me achieve my targets
More customers…sales…profit
Self-assessment questions10. Marketing Plan: score ___ out of 10
10 out of 10: There is an annual marketing plan which we stick to and I regularly inform customers and prospects of key future activities that are relevant to them
11. Implementation: score ___ out of 1010 out of 10: We adhere to the marketing plan and implement all activities effectively and at a high quality relative to our competitors
12. Marketing KPIs: score ___ out of 1010 out of 10: Our marketing activity is regularly tracked and reported so I know how well it is working and can be confident that it will support me in my role
More customers…sales…profit
Plot your results
1. Mark your scores on the 12 axes on the graph, where 1 is close to the centre and 10 is at the circumference of the wheel
2. Join the dots around the circle from 1 to 12
More customers…sales…profit
Average scores - £7 million turnover business
1. Customer Understanding2. Customer & product mix3. Competitor Understanding4. Proposition5. Business Goals6. New Business Development7. Marketing Objectives8. Marketing Strategy9. Marketing Investment10. Marketing Plan11. Implementation12. Marketing KPIs
1
2
3
4
5
6
7
8
9
10
11
12
More customers…sales…profit
Individual scores of the directors and senior managers
1. Customer Understanding2. Customer & product mix3. Competitor Understanding4. Proposition5. Business Goals6. New Business Development7. Marketing Objectives8. Marketing Strategy9. Marketing Investment10. Marketing Plan11. Implementation12. Marketing KPIs
1
2
3
4
5
6
7
8
9
10
11
12
Average
More customers…sales…profit
Scores by group - staff and head office
1. Customer Understanding2. Customer & product mix3. Competitor Understanding4. Proposition5. Business Goals6. New Business Development7. Marketing Objectives8. Marketing Strategy9. Marketing Investment10. Marketing Plan11. Implementation12. Marketing KPIs
1
2
3
4
5
6
7
8
9
10
11
12
AverageStaffHead office
More customers…sales…profit
Review your scores
How big is your wheel?– A small wheel = your marketing can be much
more potent– Average score (all dimensions) = 3.9
More customers…sales…profit
Review your scores
How smooth is your wheel?– A bumpy ride = our marketing can be more
BizSmart aims to help business owners of small and medium sized businesses to create value and scale their businesses through sound practical business support by providing insight, Clarity combined with a real determination to help you succeed.
You can access webinars and presentations like this and more besides through our SmartRoom service here
You can read the associated blog and listen to a live recording of this presentation by clicking here