Marketing Need Analysis Map

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Answer each of the questions below as best you can. Go with your gut feel, but be honest and thoughtful about your answers. After you’ve finished each question, the graph below will plot your results within your very own Marketing Needs Analysis Map.

For each question: 10 = high/very positive/very high, 0 = zero/very negative/very low


Q1 - How would you rate the current level of awareness of your brand/business with your target market?

Q2 - Of those that are aware of your brand/business, to what extent do you feel they understand the "what" and "how" of your brand/business?


Q3 - How well does the imagery (visuals, digital, print, clothing, signage, etc.) of your brand/business resonate with your target audience?
IE: Is your logo easily identifiable/recognized in the market?


Q4 - How well does your imagery reflect the unique features of your product or service?


Q5 - How often do you aim to educate or inform your audience in your area of expertise or niche knowledge?


Q6 - How often do you aim to inspire your audience with information around your product or service.


Q7 - Considering someone who is not a current or past customer. How would you rate their likely level of perceived trust in your brand/business to deliver what you promise?


Q8 - If you were to publish a video, image or post on your business social media page, how would you rate the likelihood for this content to be shared, commented on or 'liked' by your audience?


Q9 - How would you rate your target markets level of perceived need or desire for your product/service?


Q10 - How easy is it for a customer to purchase your product?


Q11 - How effective is your sales process to take interested enquires through to customer or client?


Q12 - rate the importance of conversion tactics in your annual marketing budget.


Q13 - Rate your level of direct communication with current and past clients (how often do you maintain contact with them).


Q14 - How likely is it that your past clients purchase from you again, or become recurring clients?


Q15 - How likely are you to retain a client, even if a direct competitor lowers their prices to be slightly less than yours?


Q16 - Considering your current and recent past customers. How likely would they be to refer you to others?



Marketing Needs Chart – Results


Your results have dynamically plotted within the radar chart below.

The connected dots graphically expose your gaps and coverage that should help identify any key areas that require focus on for improving your video marketing strategy.

See some examples below for a couple chart examples that outline ways to read your results




EXAMPLE RESULT


Established bricks & mortar, newly added eCommerce


Example Chart Reference

In this example result we can identify that this brand ranks highly in brand awareness and engagement indicating that there is a good perception in the market for this brand/product, building from its history in the industry and audience acceptance of the product/market fit.

Where there are clear gaps in this analysis are at the sales and post sales end of the customer journey where it seems that there is room to improve the effectiveness of the brand’s marketing to better move an interested enquiry through to a sale and then to engage further post-sale to encourage repeat purchase and improve customer loyalty.

As a result we can determine that the key goals for this businesses video strategy should be focussed on the goals of conversion and loyalty for maximum effectiveness.