MARKETING

STRATEGY
QUESTIONNAIRE
The Marketing Questionnaire

The Advantex Team would like to help you build your business by ensuring that the face
you present to the world through your website, print media, and marketing efforts truly
expresses your message and resonates with your clients. We are eager to give you new
ideas for how to promote your business. We invite you to open to infinite possibilities!

This questionnaire has been created to help you see what else you can do to promote
yourself and your business in these competitive times, whether on your own or with us
to help you. It will take you about 25 minutes to fill out, depending on how much you
would like to share with us. We trust that it will give you many ideas to consider.
Complete each section in as much detail as possible and email the completed
questionnaire prior to your first strategic session. It’s important to base your answers
on ‘facts’ rather than ‘opinion’. If you’re not sure, take the time to either find the
accurate answer, or make a note that the answer is based on opinion.

This questionnaire is divided into the following sections:

Table of Contents

1. Background and Business Objectives.............................................................................................. 2

2. Mission and Vision .......................................................................................................................... 3
3. Image and Branding ........................................................................................................................ 3
5. Marketing Message......................................................................................................................... 4
6. Market/Industry .............................................................................................................................. 4
6. Target Audience .............................................................................................................................. 5
7. Competitive Analysis ....................................................................................................................... 6
8. Client Needs Analysis ...................................................................................................................... 6
9. Sales and Buying Process ................................................................................................................ 6
10. Marketing Plan .............................................................................................................................. 7
11. General Marketing ........................................................................................................................ 7
12. Traditional Marketing ................................................................................................................... 8
13. Online Marketing ........................................................................................................................ 10
14. Pricing.......................................................................................................................................... 12
15. Your Marketing Conversion Analysis .......................................................................................... 13

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 1

1. Background and Business Objectives
Having goals and objectives is the way to measure the success of your business and
gives an outline of what you want to accomplish.

1. What business are you in?

Retail
Real Estate
Manufacturing
IT
Education
Finance
Food and Beverage
Medical
Health and Wellness
Publishing
Other ____________________

2. What needs does your business meet in the industry?

3. What are your primary services and/or products that you provide?

4. What are your most important business objectives for the next two years?
Profitability
Productivity
Customer Service
Employee Retention
Growth
Change Management
Marketing
Other, please describe:
________________________________________________________

5. What compelled you to start your business?

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 2

2. Mission and Vision
The most important first step to take before marketing your business is to know where
you are going as an organization.

1. What is the mission of your business or organization?

2. What would you like to accomplish and what will your goal look like when you reach it?

3. Image and Branding

This refers to your logo, the colours, the symbols, and general look of your website,
brochures, letterhead, and other marketing materials. It is the message that you would
like the world to understand and recognize whenever they see your company online, in
print, or in media. When you think of Harley-Davidson, a totally different picture comes
to mind than when you think of Betty Crocker.

1. Do you have a clear image and branding that pleases you?

Yes
No

If no, we can help you. What do you feel is wrong with your current branding?

2. Does your image and branding reflect who you are and what you do now rather than what
you have done in the past?
Yes
No

3. Is your branding consistent? Do all your marketing materials, such as brochures, letterhead,
business cards, ads, and website have the same look, feel, and logos?
Yes
No

If no, how can we help?

4. Do all your marketing materials have your website address and Social Media (like Facebook or
LinkedIn) names on them?
Yes
No

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 3

5. Marketing Message
Your marketing message should be used in all your external communications. It starts
with knowing the wants, fears, problems, and needs of your target market and ends by
crafting a message that speaks to those problems in a compelling and believable way.

1. What does your identifies target audience know and believe about your brand?

2. What is the single most important message that you must communicate to ALL of your
target audiences?

3. What kind of brand personality do you want to portray in your communications?

Purist/Sincerity
Pioneer
Conqueror
Rebel/Excitement
Sophistication
Competence

6. Market/Industry
1. What is the market opportunity?

2. What percentage do you think you can increase your market share by?
10-25%
25-50%
50-100%

3. What are the key industry trends that are fuelling your success? E.g. the rising impact of
digital.

4. How will the economic climate affect your business?

5. Is your business or market affected by business cycle or seasons? If so, please describe how
it is affected.
Yes
No

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 4

6. Target Audience
In marketing, a target audience is the primary group of people that your business or
organization is aimed at appealing to. What type of people come to your website and
support your organization? How do they find out about you? By phone, mail, web,
television, radio, in stores, at restaurants? What are their ages? Are they local, national,
or all over the world? What do they like? More specifically, what do they like most
about YOU that inspires them to join your organization, purchase your products, or
donate money?

1. Who is your audience?

2. Are you confident that you are reaching them?

Yes
No

Please explain how you monitor this:

3. What market segments are you targeting (list segment name and characteristics)? What
segments are you not targeting?

4. What is your customer’s primary reason for buying or wanting to use your product or
service?

5. Why would someone prefer your offering versus that offered by the competition, what is
your competitive advantage?

6. Are there any issues or concerns that the target audience might have regarding this type of
product or service?

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 5

7. Competitive Analysis

1. What categories of competition threaten your success? Label each category, and identify its
key characteristics. Prioritize the categories from greatest to least threatening.

2. List 3 companies that pose the greatest threat, and how do they differentiate themselves?
What strategic or tactical elements do they use that threaten your success? List the
strengths and weaknesses for each of these elements.

3. Are you creating barriers to entry into the marketplace?

Yes
No

8. Client Needs Analysis

1. What need is your offering designed to fill?

2. What features and associated benefits does your offering provide?

3. What improvements can you make to your offering to better meet customer needs?

4. What new offerings would your customers most like you to develop?

9. Sales and Buying Process

1. Check the processes used for selling your services or products.

Direct personal sale
Direct online sale
Indirect through channels
Other, please explain _____________________________________
2. Who is involved, both from your company and from your sales channel partners, in each
step of the sales process?

3. How does your target audience buy your type of offering?

the purchase is an impulse buy
planned purchase

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 6

 4. What purchase process steps do the members of your target audience follow? Does this
process vary based on the vendor that they select? If the process does vary, explain how
and/or why?

5. What buying criteria does your target audience use to select an offering?
What is it?
What does it do?
Why do I need it?
What will I get?
Why should I buy it from you?
What’s the price?
What’s the deal?

10. Marketing Plan

To be most effective, a marketing plan is a formal written document that details the
actions necessary to achieve your marketing objectives. It can be for a company, a
product or service, a brand, or a product line. The essence of the process is that it
moves from the general to the specific; from the overall objectives of your organization
down to the individual action plan for a part of one marketing program. Effective PR
flows out of a solid marketing plan.

1. Do you have a specific marketing plan that is currently driving your marketing efforts?
Yes
No
Please explain: _______________
2. Do you know your Unique Selling Proposition – that which makes you different from all your
competitors?
Yes
No
If yes, what is it?
3. Do you have a story that will capture the hearts and interest of potential clients?
Yes
No
4. If yes, is your story expressed in your marketing materials?
Yes. How?___________________
No

11. General Marketing

1. Have you set up an annual marketing budget?

Yes. Amount (general range)_____
No. I would like to help knowing how much is appropriate and how to spend it
effectively.
No. I know one is necessary.
No. Is a marketing budget necessary for me?
2. Do you have a media kit? (check all that apply)
Yes, printed
Yes, online

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 7

 No, and I know that one is necessary.
No, and is a media kit necessary for me?
3. Do you have a website?
Yes, and I’m happy with it.
Yes, and I am ready to move to the next level with it.
Yes, and I know it will require a major overhaul soon.
No

12. Traditional Marketing

This part of the questionnaire deals with common, “low-tech” ways of promoting your
business. You are probably bombarded by many offers of advertising and promotion on
a daily basis, so it important that you understand that if you use any of these methods,
you will really have to stand out to be remembered!

1. Which of the following means do you currently use for your traditional marketing?

PRINT
Brochure
Calendars
Cards
Coupons
Community Papers
Direct Mail
Directories of professional associations etc.
Flyers
In-flight audio advertisements
Magazines
Mail order catalogues
Newsletter
Newspaper ads
Press releases
Supermarket receipts
Trade magazines
Yellow page ads

WORD OF MOUTH MARKETING

Conventions
Customer Referral Programs
Fairs and festivals
Fan clubs
Focus groups
Multilevel marketing
Networking meetings
Panel discussions at professional meetings
Product placements
Refer-a-friend program
Seeding
Making comments on forums

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 8

 Getting bloggers to write about you
Inspiring thought leaders in your field to mention what you do in their writing or
presentations
Seminars
Sponsorships
Testimonials
Tradeshows
VIP program

CONTESTS AND GIVEAWAYS

Contests
Giveaways
Rebates
Sweepstakes

JOINT VENTURES – companies teaming up to so:

Joint events
Promotions
Sales
Other

OFFBEAT

Stadium advertising
Blimps
Balloons
Movie theatre commercials

OUTDOOR ADVERTISING

Billboards
Signs
A-frame sidewalk signs
Roadside person in costume with sign
Transit advertising

PUBLICITY EVENTS

Book signings
Demonstrations
Parties
Presentations and speaking events
Workshops and seminars
Other

2. Is what you are doing to promote your organization:

Integrated – working together well?
Part of a larger plan?
Reinforcing your brand consistently?
Effective?

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 9

 3. Are you monitoring your marketing success? How?
Number of new customers
Number of referrals
Number of phone calls
Number of coupons used
Number of email requests or responses
Number of feedback forms submitted from website
Sales dollars
Volume of comments on social media
Other ___________________

13. Online Marketing

Websites have changed. With faster internet access and with all the new technology
introduced over the past few years, the expectations of website visitors have changed.
People expect content on sites to change frequently. They expect to be entertained and
see interesting graphics. Old-style websites stand out, and not in a good way. This
section will help you discover how many ways you can add to your basic web presence,
and use your website to draw new visitors, then keep them coming back for more of
what you have to offer.

1. What is the purpose of your web presence?

With a clear vision of your purpose, it is easier to stay on target with your message and
have proper organization of the site.
(Check all that apply)

Building community
Customer service
Entertainment
Information
Product Sales
Providing services
Teaching or training
Vendor services
Other _________________

2. Is the audience for your website the same as for your other types of audiences or are
you aiming for a different demographic – or different demographics on different sites?

3. Which of the following vehicles are you using as part of your web presence? (Check all
that apply).
Blog
Forum
Gallery
Online Store
Your own website

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 10

SOCIAL MEDIA

This phenomenon focuses on building community. Originally started for students, these sites became
a draw for adults and for marketers when they discovered how easy it was to reach their audience if
they chose the right type of site and used it properly to promote their wares. These are great for
creating interest groups, and they aren’t for every business or every audience.

Facebook
LinkedIn
Myspace
Twitter
Instagram
YouTube
Other _______________

4. Is what you are doing on your sites:

Integrated – working together well?
Part of a larger plan?
Reinforcing your brand consistently?
Changing often enough to drive repeat visits?
Monitored for appropriate posts.

5. Do you currently use a CRM or marketing automation platform?

Yes, which one:
Salesforce
Hub spot
Active Campaign
Other ____________________
No

6. Do you use any of the following features on your website(s)?

WEBSITE FEATURES
eNewsletters
eZines (electronic magazines)
Events calendar
Flash productions
Free downloads
Mail list opt-ins (subscribe)
Online memberships
Podcasts
Video clips
RSS feed
Search Engine Optimisation (SEO)

7. Do you advertise online?

No, I’m not interested.
No, I would like to.
Yes, this is where I advertise:

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 11

 Google Adwords, AdSense
Bloglines
Yahoo Search Marketing
Online Directories
Other ______________
Yes, and I would like to make it more effective.

8. Are you monitoring the success of your online strategy?

No
Yes, and this is how:
Website traffic statistics
Online saes
Comments on blogs
Memberships
Size of email list
Other ______________

9. How many leads do you generate per month from all your marketing channels?
50-500
500-1000
1000+

10. What is your average monthly spend?

Less than $2k
$2-5k
$5-10k
Over 10k

14. Pricing
1. What is your current pricing structure and do your customers understand it?

2. Which of your competitors is considered the price leader?

3. What can be done to reduce costs without compromising quality or service/product?

4. What is the perceived value of your offering?

5. What service/s do you currently include in the price of your product?

6. What services can you consider now and in the future?

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 12

 Your Marketing Conversion Analysis

Total Revenue
Average Sale

Positive Effect

Performance
on Business
Conversion

per Enquiry
Investment
Customers
Enquiries

Current
Value
Rate
Marketing Pillar (a) (b) (c) (d) (e) (f)
1-10 1-10
# % # $ $ $
Example: 200 0.25 50 1000 50,000 8 4 30
Active referral system
Cold calling
Direct mail
Existing Customers
Joint venture
Online Advertising
Content Marketing
Email Marketing
Website
Joint venture
Magazine
Newspaper
Pamphlet distribution
Radio
Sales people
Television
Other

Total

To calculate the above figures:

Conversion rate: b = c ÷ a x 100 Average Sale Value: d = e ÷ c Total

Customers: c=axb Revenue: e=cxd

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 13

 Level 1 Commerce Centre,
146 Bundall Rd, Bundall QLD 4217
T. (07) 5574 3453
E. info@advantexconsulting.com.au

advantexconsulting.com.au

ADVANTEX CONSULTING | MARKETING STRATEGY QUESTIONNAIRE | ADVANTEXCONSULTING.COM.AU 14