REAL MARKETING FITNESS TEST - please answer as many questions as possible, including the open questions! It should take you no more than 8 minutes. Many thanks!

Question Title

* 1. Your Customers

	False	Sometimes true	True
Our business is customer-focused with our customers at the centre of everything we do.	Our business is customer-focused with our customers at the centre of everything we do. False	Our business is customer-focused with our customers at the centre of everything we do. Sometimes true	Our business is customer-focused with our customers at the centre of everything we do. True
We focus on working for clients who value our products and services.	We focus on working for clients who value our products and services. False	We focus on working for clients who value our products and services. Sometimes true	We focus on working for clients who value our products and services. True
We know the profiles of our ideal clients.	We know the profiles of our ideal clients. False	We know the profiles of our ideal clients. Sometimes true	We know the profiles of our ideal clients. True
We have a high level of repeat business from delighted customers.	We have a high level of repeat business from delighted customers. False	We have a high level of repeat business from delighted customers. Sometimes true	We have a high level of repeat business from delighted customers. True
We focus on repeat business and customer retention, as well as acquiring new customers.	We focus on repeat business and customer retention, as well as acquiring new customers. False	We focus on repeat business and customer retention, as well as acquiring new customers. Sometimes true	We focus on repeat business and customer retention, as well as acquiring new customers. True
We look after our internal customers, our employees, as well as possible.	We look after our internal customers, our employees, as well as possible. False	We look after our internal customers, our employees, as well as possible. Sometimes true	We look after our internal customers, our employees, as well as possible. True

Please detail the customer segments that you target, as clearly as you can.

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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 collect feedback from customers on a regular basis, or every two years at least. False	We collect feedback from customers on a regular basis, or every two years at least. Sometimes true	We collect feedback from customers on a regular basis, or every two years at least. True
We appreciate the key trends in our market which represent opportunities and threats.	We appreciate the key trends in our market which represent opportunities and threats. False	We appreciate the key trends in our market which represent opportunities and threats. Sometimes true	We appreciate the key trends in our market which represent opportunities and threats. True
We know & learn from the strengths, weaknesses and marketing techniques used by our 3 key competitors.	We know & learn from the strengths, weaknesses and marketing techniques used by our 3 key competitors. False	We know & learn from the strengths, weaknesses and marketing techniques used by our 3 key competitors. Sometimes true	We know & learn from the strengths, weaknesses and marketing techniques used by our 3 key competitors. True
We appreciate how our market could be 'disrupted' by new automated, digital business models eg Uber, Airbnb, Xero...	We appreciate how our market could be 'disrupted' by new automated, digital business models eg Uber, Airbnb, Xero... False	We appreciate how our market could be 'disrupted' by new automated, digital business models eg Uber, Airbnb, Xero... Sometimes true	We appreciate how our market could be 'disrupted' by new automated, digital business models eg Uber, Airbnb, Xero... True

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* 3. Marketing Strategy & Plans

	False	Sometimes true	True
The marketing objectives for the business are written down.	The marketing objectives for the business are written down. False	The marketing objectives for the business are written down. Sometimes true	The marketing objectives for the business are written down. True
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.	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. False	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. Sometimes true	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. True
We have a written marketing plan which details actions for generating new business and other marketing activities.	We have a written marketing plan which details actions for generating new business and other marketing activities. False	We have a written marketing plan which details actions for generating new business and other marketing activities. Sometimes true	We have a written marketing plan which details actions for generating new business and other marketing activities. True
Alternatively, we use simple marketing checklists to detail our marketing actions.	Alternatively, we use simple marketing checklists to detail our marketing actions. False	Alternatively, we use simple marketing checklists to detail our marketing actions. Sometimes true	Alternatively, we use simple marketing checklists to detail our marketing actions. True
The business has an agreed annual marketing budget and does not use an unplanned approach to marketing spend.	The business has an agreed annual marketing budget and does not use an unplanned approach to marketing spend. False	The business has an agreed annual marketing budget and does not use an unplanned approach to marketing spend. Sometimes true	The business has an agreed annual marketing budget and does not use an unplanned approach to marketing spend. True
Marketing is sufficiently resourced in terms of people, skills and time to ensure marketing activities are executed on time.	Marketing is sufficiently resourced in terms of people, skills and time to ensure marketing activities are executed on time. False	Marketing is sufficiently resourced in terms of people, skills and time to ensure marketing activities are executed on time. Sometimes true	Marketing is sufficiently resourced in terms of people, skills and time to ensure marketing activities are executed on time. True
The marketing team has sufficient marketing skills in strategic marketing, digital marketing and executing plans.	The marketing team has sufficient marketing skills in strategic marketing, digital marketing and executing plans. False	The marketing team has sufficient marketing skills in strategic marketing, digital marketing and executing plans. Sometimes true	The marketing team has sufficient marketing skills in strategic marketing, digital marketing and executing plans. True

Please add any challenges or ideas relating to developing and executing your marketing strategy and 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.	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. False	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. Sometimes 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. True
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 has a clear, compelling value proposition (your pitch) or USP (ie reasons why customers should buy from you and not competitors). False	The business has a clear, compelling value proposition (your pitch) or USP (ie reasons why customers should buy from you and not competitors). Sometimes true	The business has a clear, compelling value proposition (your pitch) or USP (ie reasons why customers should buy from you and not competitors). True
The business's logo, fonts, designs, colours, tone of voice and other elements of branding project the business's image well.	The business's logo, fonts, designs, colours, tone of voice and other elements of branding project the business's image well. False	The business's logo, fonts, designs, colours, tone of voice and other elements of branding project the business's image well. Sometimes true	The business's logo, fonts, designs, colours, tone of voice and other elements of branding project the business's image well. True
Our brand has consistency across all channels, clarity, a distinct personality, social or sustainable dimensions and communicates our 'purpose'.	Our brand has consistency across all channels, clarity, a distinct personality, social or sustainable dimensions and communicates our 'purpose'. False	Our brand has consistency across all channels, clarity, a distinct personality, social or sustainable dimensions and communicates our 'purpose'. Sometimes true	Our brand has consistency across all channels, clarity, a distinct personality, social or sustainable dimensions and communicates our 'purpose'. True
We have a (short) written brand guide.	We have a (short) written brand guide. False	We have a (short) written brand guide. Sometimes true	We have a (short) written brand guide. True
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.	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. False	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. Sometimes true	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. True

Please add any comments or issues in relation to your brand or branding.

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

Question Title

* 6. Pricing

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

What other comments do you have on your positioning, pricing or margins?

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* 7. Marketing Communications (Promotion)

	False	Sometimes true	True
Our approach to communications (promotion) is multi-channel and integrated.	Our approach to communications (promotion) is multi-channel and integrated. False	Our approach to communications (promotion) is multi-channel and integrated. Sometimes true	Our approach to communications (promotion) is multi-channel and integrated. True
We use traditional marketing techniques like direct marketing and selling to complement digital marketing.	We use traditional marketing techniques like direct marketing and selling to complement digital marketing. False	We use traditional marketing techniques like direct marketing and selling to complement digital marketing. Sometimes true	We use traditional marketing techniques like direct marketing and selling to complement digital marketing. True
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.	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. False	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. Sometimes true	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. True
Our website ranks well in searches for key search terms because its search engine optimization (SEO) is working.	Our website ranks well in searches for key search terms because its search engine optimization (SEO) is working. False	Our website ranks well in searches for key search terms because its search engine optimization (SEO) is working. Sometimes true	Our website ranks well in searches for key search terms because its search engine optimization (SEO) is working. True
We have clear calls to action on our website.	We have clear calls to action on our website. False	We have clear calls to action on our website. Sometimes true	We have clear calls to action on our website. True
We focus on maximizing conversion rates (CRO) on our website and in sales.	We focus on maximizing conversion rates (CRO) on our website and in sales. False	We focus on maximizing conversion rates (CRO) on our website and in sales. Sometimes true	We focus on maximizing conversion rates (CRO) on our website and in sales. True
Our website is responsive and works well on mobile devices.	Our website is responsive and works well on mobile devices. False	Our website is responsive and works well on mobile devices. Sometimes true	Our website is responsive and works well on mobile devices. True
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 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). False	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). Sometimes true	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). True
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'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. False	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. Sometimes true	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. True
We use PR to raise our profile.	We use PR to raise our profile. False	We use PR to raise our profile. Sometimes true	We use PR to raise our profile. True

Please add any challenges or questions in relation to your marketing communications.

Question Title

* 8. Marketing Budget & Metrics

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

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* 9. What specific marketing challenges do you have?

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* 10. Contact Details

Name *

Company

Email Address *

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