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TARGETED SEARCH SOCIAL WEB DESIGN & EMAIL CREATIVE & DISPLAY MARKETING MEDIA DEVELOPMENT MARKETING FULFILLMENTNEEDS ASSESSMENTSALES REP INFOName: __________________________________________________ Date: _________________________TELL US ABOUT YOURSELF/YOUR BUSINESSAccount Name: ______________________________ Social Media: ________________________________Contact Name: _______________________________ Business Category: ___________________________Email: ______________________________________ Key Products/Services: _________________________Web Address: _____________________________________________________________________________What are your top business priorities… where are you doing well, where do you need to grow?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________What is your company’s edge over competitors? What do you do better? Different?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________What is the value/worth of a customer for you? Customer Lifetime Value (CLV)For example: $100 avg monthly spend * 25% margin ÷ 5% monthly churn = $500 LTV________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________what geographical area do you wish to target? (Top performing zip codes or radius from your location)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________What time of the day – or day of the week – do you feel it is best to reach your customer? I.e. Weekdays Only?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ NEEDS ASSESSMENT WHAT ARE YOUR MARKETING OBJECTIVES? Drive website traffic Build email database Grow regional market share Drive ecommerce sales Generate sales leads Build reputation Drive price & product Gain phone calls / forms Other: Build brand awareness Grow local market share __________________________ __________________________ WHO IS YOUR IDEAL CUSTOMER? Male 18-24 <$25,000 Geographic Area Female 25-34 $25K-$34,999 __________________________ Children at home 35-44 $35K-$49,999 Occupation Home owners 45-54 $50K-$74,999 __________________________ Renters 55-64 $75K-$99,999 Lifestyle/Interests/Other 65+ $100K+ __________________________ DURING THE PAST YEAR, WHICH PRODUCTS HAVE YOU USED TO REACH YOUR MARKETING OBJECTIVES? WHAT VENDORS/WEBSITES DID YOU UTILIZE? WHAT WAS YOUR EXPERIENCE? Targeted Display Ads ________________________________________________________________________ Video (YouTube, CTV) _________________________________________________________________________ Remarketing (Site + Social) _________________________________________________________________________ SEO _________________________________________________________________________ PPC/Google Ads _________________________________________________________________________ Email Marketing _________________________________________________________________________ Mobile Geo Location _________________________________________________________________________ Google Shopping _________________________________________________________________________ Social Media Management _________________________________________________________________________ Social Media Advertising _________________________________________________________________________ Reputation Management _________________________________________________________________________DURING THE PAST YEAR, HAVE YOU ADVERTISED IN ANY OF THE FOLLOWING MEDIA? WAS IT EFFECTIVE? Newspapers _______________________________ Magazines___________________________________ TV/Cable ___________________________________ Billboards ___________________________________ Radio/Broadcast ____________________________ Direct Mail___________________________________ Phone Book ________________________________ Other _______________________________________ NEEDS ASSESSMENTHOW DO YOU PLAN TO GAUGE/TRACK THE EFFECTIVENESS OF AN ADVERTISING CAMPAIGN?I.e. for E-Commerce, it could be online sales. For other types of business it could be phone calls or form submissions
____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WHAT OTHER INFORMATION ABOUT YOUR BUSINESS, YOUR GOALS, OR YOUR OBJECTIVES CAN YOUSHARE TO HELP ME CREATE AN EFFECTIVE MARKETING STRATEGY?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________WOULD YOU BE WILLING TO SHARE?Annual Sales: _________________ Annual advertising budget: ____________ % of market share__________Current advertising spending: _________________ % of advertising of total sales: ______________________HOW A BUSINESS SHOULD CALCULATE THEIR MARKETING BUDGETRecommendation: Spend between 2-5% of sales. Some companies spend upwards of 8-15% when warranted –especially young companies that need to invest to build their brand
For example: Target spends 2% of its sales on advertising, while Best Buy spends upwards of 3%. Finally, more upscale stores like Macy’s typically spend on the order of 5%
Automakers generally spend between 2.5% to 3.5% of revenue on marketing, liquor (5.5% to 7.5%), packaged goods (4% to 10%), and every other industry
Businesses should allocate a minimum of 3-5% of total sales to advertising and marketing. However, allocationwill depend on several factors: the industry you’re in, the size of your business, and its growth stage. For example,during the early brand building years retail businesses spend much more than other businesses on marketing – upto 20% of sales
As a general rule, small businesses with revenues less than $5 million should allocate 7-8% of their revenues tomarketing
Source: U.S. Small Business Administration, SBA.gov, January 2013 HOMEWORK BEFORE THE CALLWHAT NEEDS TO BE DONE BEFORE YOU MAKE YOUR SALES CALL? CHECK OUT THEIR WEBSITE: a. Does the website reflect the business brand and is it functional/easy to navigate? b. Who built the site and is currently maintaining it? c. Check out the source code i. Right click on your mouse and select “View Page Source” to view their HTML code
1. Search for their
Do their keywords include information of what they do and sell? d. Look up their website in any of the resource sites available such as: compete.com, alexa.com, etc
e. Are there plenty of CTA (opportunities for Call to Action) such as click to call, email, and forms? LOOK THEM ON SERP (Search Engine Results Pages) a. Check out Google, Yahoo, Bing b. Where is their website falling when you search for them by their categories of products & services? c. Are they showing on the map? d. Are they doing a pay per click / Google Ads campaign? e. In a search do they show up on other directories? f. How do they show up in the organic / unpaid section? 4 g. Where is their competition showing up in the search in relation to them? FIND THEM ON SOCIAL MEDIA a. Do they have a Facebook page? b. How easy is it to find them? c. Is it a business page and not a personal page? d. How many “likes” do they have? e. How many times do they currently post? f. What is the quality of their posts? g. Are they getting interactivity? I.e. do people like, comment, and share? h. Is the interactivity mostly positive or negative? i. Are they on Twitter, LinkedIn, YouTube, G+, Pinterest, Instagram, Foursquare, and Yelp? DO THEY HAVE AN AD IN YELLOW PAGES OR ANOTHER PHONE BOOK? a. How large is the ad? b. What does their competition do? c. Are they on YellowPages.com and do they have a YellowPages.com website? HAVE YOU NOTICED ANY OTHER ADVERTISING? a. Radio b. TV c. Billboards d. Direct Mail e. Digital Marketing
NEEDS ASSESSMENT SALES REP INFO Name: _____ Date: _____ small businesses with revenues less than $5 million should allocate 7-8% of their revenues to marketing. Source: …
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Implementing an electronic health record system. London: Springer; 2005. p. 183-91. A needs assessment allows an analyst to identify areas where a process does not match its needs. It allows an individual or group to prioritize needs on a cost and benefit basis by examining what would occur if the gap were closed versus ignored.
Clear objectives are the best way to ensure you’re creating a measurable, actionable, and results-oriented needs assessment. Before you can start collecting and analyzing information for your needs assessment, take some time to consider your desired outcomes.
When you identify—and resolve—needs, you can act on potential new opportunities, like making processes more efficient, streamlining resource allocation, and identifying resource gaps in your current workflow . For example, say your team is working on a process to organize customer data.