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* 1. Your Customers

  False Sometimes true True
Our business is customer-focused with our customers at the centre of everything we do.
We focus on working for clients who value our products and services.
We know the profiles of our ideal clients.
We have a high level of repeat business from delighted customers.
We focus on repeat business and customer retention, as well as 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 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 & learn from the strengths, weaknesses and marketing techniques used by our 3 key competitors.
We appreciate how our market could be 'disrupted' by new automated, digital business models eg Uber, Airbnb, Xero...

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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 has a clear approach to marketing, based on a long term strategy. Key marketing decisions aim to 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, digital marketing and executing plans.

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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 what makes us unique.
The business has a clear, compelling value proposition (your pitch) or USP (ie reasons why customers should buy from you and not competitors).
The business's logo, fonts, designs, colours, tone of voice and other elements of branding project the business's image well.
Our brand has consistency across all channels, clarity, a distinct personality, social or sustainable dimensions and communicates our 'purpose'.
We have a (short) written brand guide.
Given the competitiveness of our market, we understand the importance and value of building a brand to appeal emotionally, to build trust, value and stand out.

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* 5. Products & Services

  False Sometimes true True
In the last year, we have introduced at least one new product, or relaunched an existing one.
We are clear about our products’ unique characteristics and what makes them stand out.
Our products' and services' features and benefits* are clearly stated *[what the features 'mean to me' as a customers].
Our services are packaged up and presented well (ie productized) on our website and in other marketing channels so they are easy to promote.
We have good working business processes for delivering our key services.
We consider 'P' for 'Products' as a key element of our marketing mix because it affects customer demand.

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* 6. Pricing

  False Sometimes true True
Our pricing strategy is clear and consistent.
The value of our products and their quality is clearly articulated.
We take advantage of pricing psychology to win new clients, charge higher prices and increase our customers' 'life time values'.
We have at least some premium products and services with higher margins.
The business’s profits have grown over the last 3 years.
We work hard to protect the business's margins. 
We consider 'P' for 'Pricing' as a key element of our marketing mix because it affects customer demand.

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* 7. Marketing Communications (Promotion)

  False Sometimes true True
Our approach to communications (promotion) is multi-channel and integrated.
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), social media marketing, Google/Facebook Ads, email marketing or video.
Our website ranks well in searches for key search terms because its search engine optimization (SEO) is working.
We have clear calls to action on our website.
We focus on maximizing conversion rates (CRO) on our website and in sales.
Our website is responsive and works well on mobile devices.
We are practising content marketing* so that we build trust and attract new customers to our website *(eg using blogs, social media, email newsletters, video or podcasts to regularly publish content).
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 or sales.
We use PR to raise our profile.

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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.
Our marketing expenditure is reviewed against the marketing budget at least every six months.
(Google) Analytics is properly set up on our website with goals, regularly reviewed and acted on.
We have metrics (ie KPIs - Key Performance Indicators) in place to measure marketing effectiveness. eg Goals in Google Analytics.

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* 9. Marketing Team & Management

  False Sometimes true True
The marketing team has sufficient skills to manage our marketing with an approach that is strategic, digital & multi-channel.
The business allocates 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 do you have?

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* 11. Contact Details

Thank you very much for taking the Real Marketing Fitness Test. I'll give you some constructive, actionable feedback on your responses. Please say if you'd like a free, no-obligation 1 hour Website and Marketing Review over a Zoom and coffee!

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, Edinburgh, EH41 4BZ, UK

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