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* 1. Your Customers

  False Sometimes true True
We know the profiles and characteristics of our ideal clients.
We focus on working for clients who value our products or services.
Our business is customer-focused with our customers at the centre of everything we do.
Existing customers are treated as well as new customers.
Our customer care processes are robust.
We have a high level of customer retention and repeat business.
We give sufficient importance to repeat business and customer retention, and not just acquiring new customers.
We look after our internal customers, our employees, as well as possible.

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* 2. Research & Insights

  False Sometimes true True
We collect and analyse feedback from customers on a regular basis, or every two years at least.
We appreciate the key trends in our market which represent opportunities and threats.
We know the strengths, weaknesses and marketing techniques of our 3 to 5 key competitors.
We appreciate how our market could be 'disrupted' with new business models (using digital processes). eg Uber in the taxi industry.

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* 3. Marketing Strategy & Plans

  False Sometimes true True
The marketing objectives for the business are written down.
To achieve these objectives, the business is moving in a clear, long term direction based on a strategy. Key decisions follow that direction.
We have a written marketing plan which details actions for generating new business and other marketing activities.
Alternatively, we use simple marketing checklists to detail our marketing actions.
The business has an agreed annual marketing budget and does not use an unplanned approach to marketing spend.
Marketing is sufficiently resourced in terms of people, skills and time to ensure marketing activities are executed on time.
The marketing team has sufficient marketing skills in strategic marketing and execution.

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* 4. Brand and branding

  False Sometimes true True
We know what our brand stands for from our customers' perspectives. We have a clear understanding of our brand values, including the values that make our business stand out (from competitors').
The business's logo, fonts, designs, colours, tone of voice and other elements of branding are up-to-date and project the business's image accurately and well.
Our brand has consistency across all channels, clarity, a distinct personality and a social (or sustainable) dimension.
Given the competitiveness of our market, we understand the importance and value of building a brand to appeal emotionally, to generate trust and stand out.
The business has a clear customer value proposition (ie a short statement of why a prospective customer should buy from you).

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* 5. Products & Services

  False Sometimes true True
In the last year, we have introduced at least one new product or service, or relaunched an existing one.
We are clear about our products’ unique characteristics and what makes them stand out.
Our services are packaged up and presented well on our website and in marketing brochures so that they are easy to promote.
We have good working business processes for delivering our key services.

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* 6. Pricing

  False Sometimes true True
Our pricing strategy is clear and consistent.
We compete on service quality more than on price.
Our prices reflect our market position compared to competitors.
The business’s profits have grown over the last 3 years.
We work hard to protect the business's margins. 

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* 7. Marketing Communications (Promotion)

  False Sometimes true True
Our approach to communications (promotion) is multi-channel and integrated, combining appropriate traditional and digital channels effectively.
We use traditional marketing techniques like direct marketing and selling to complement digital marketing.
As well as a website, we have a digital marketing strategy. This includes online techniques like search engine optimisation (SEO), Google Adwords, display advertising, email marketing, social media or video.
Our website ranks well in searches for relevant key search terms because its search engine optimization (SEO) is working.
We have clear calls to action on our website, and have taken steps to maximise conversion rates.
Our website is mobile-friendly (ie responsive) and works well on most mobile devices.
Our lead generation doesn't rely solely on outbound techniques like sales, telemarketing or advertising.
We are practising content marketing* (or inbound marketing) so that we build trust and attract new customers to our website *(eg using blogs, social media, email newsletters, video to publish fresh content which subtly sells our business).
We're using the right social media channels and our posts are helping us achieve our marketing objectives, like engagement, brand building, raising awareness and generating leads.
We use PR and have our own media contacts list for submitting press releases.
We have effective internal communications in place to communicate with and engage our employees in marketing the business.

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* 8. Marketing Budget & Metrics

  False Sometimes true True
We have a planned approach to marketing spend.
We have a clear, defined marketing budget.
We have metrics (ie Key Performance Indicators) in place to measure marketing effectiveness. eg Goals in Google Analytics.

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* 9. Marketing Team

  False Sometimes true True
The marketing team has sufficient skills to manage our marketing (for a modern, strategic, multi-channel approach).
The business makes sufficient time to do its marketing effectively.
The business’s culture is healthy and supports marketing.

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* 10. What specific marketing challenges would you like help with? Please add sufficient background about your marketing challenges.

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* 11. Contact Details

Thank you very much for taking the extended Real Marketing Fitness Test. I'll give you a copy of your answers, and some constructive, actionable feedback on your responses. 

Christopher Lamotte MRICS MBA MCIM DipDigM
Chartered Marketer

c.lamotte@real-m.com
+(44) 01620 825751
+(44) 07957 870071
www.real-m.com

Tannery House, 15 Sidegate, Haddington, East Lothian, nr Edinburgh, EH41 4BZ, UK

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