Marketing Services
“Mary is a one-of-a-kind communications expert. She is extremely knowledgeable and skilled in her craft and provides the very best counsel. What makes Mary so different is she works with a sense of fun and excitement. Working with Mary is always a joy and a privilege for me.” — Sandra Wills Hannon, The Hannon Group
Marketing Services
- Marketing plans and recommendations
- Marketing, public relations, advertising, and social media campaigns
- Market research
- Brand makeovers
Tool: Identifying Your Marketing Challenge
We need marketing help because…
- Although our products/services are high quality, we are not earning sufficient sales.
- Our competitors are marketing more than we do, and we are losing market share.
- No one seems to know who we are, or the benefits of our products.
- We have an image problem: some bad reviews, complaints, or negative publicity.
What We’d Like to Know From You
- What challenge are you facing today? What problem can we help you solve?
- Is this a new challenge, or an ongoing one? Why is it happening, and why are you addressing it now? Indicate external or internal challenges that may be impacting the situation, e.g. new competitors, economy, management shifts, legislative changes, etc.
- What have you tried before that worked well in the past? Why? Indicate if you are still using this tactic. What progress have you achieved? If you have stopped doing this, please indicate the reason why (e.g., budget cuts).
- What have you tried before that didn’t work well? Why do you believe that approach didn’t work?
- What outcomes would make our work together a success for you/your business? How do you intend to measure this achievement?
Tell Us About Your Business, Agency, or Organization
- How long have you/your company been in existence?
- List your primary services and/or products.
- Provide an inventory of online assets (collect links so we can look at them: websites, reviews, LinkedIn profile, testimonials, articles, images, video, social networking profiles, blogs)
- Collect marketing collateral: business cards, brochures, promotional items, advertisements, direct mail, etc.
- Optional: last year’s gross annual revenues. This helps inform the marketing budget.
- Do you expect to achieve or exceed this amount this year?
- What are your goals? More leads, more sales, more blog/email newsletter subscribers, increased recognition for brand, increased recognition for reputation, establish subject matter expertise, change perceptions, increased web site traffic, new customers, etc.
- What is the time range for achieving those goals?
- Are you planning to offer any new services/products? Explain which and why.
- Are you abandoning any new services/products? Explain which and why.
- What external issues (economy, legislation, factors beyond your control) are presently impacting your business in good ways (list)? How? In negative ways (list)?
Let’s Talk About Your Brand
- Key message/brand message (benefits).
- Differentiation/unique selling proposition/unique value proposition. What benefits do you offer your customers (that they value) that your competitors do not?
- Positioning statement (internal message).
- Describe the personality of your brand. If it were a person, whom would it be like? What other businesses are compatible with your brand/have a similar personality?
- Do you have a tagline?
- Do you feel your logo/tagline are appropriate for your customers?
- Do you feel your brand is memorable and recognizable?
- Does your brand differentiate you from the competition? How?
Tell Us About Your Customers/Clients (Past, Current and Prospective)
- Are you B2B or B2C? Who are your typical/target customers? Describe age, gender, location, occupation, preferences, lifestyle, and economic status.
- Why do your customers buy these products or services? What do they want? What are their needs?
- List at least three reasons (ideally, more) why your customers choose you/the benefits.
- How do your customers find you? Advertising, walk-by, website, referrals?
- What percentage of your new business depends on referrals from previous clients?
- How important is repeat business? What percentage is repeat?
- What does your selling process involve? And how long does it take?
- How do you believe your customers perceive you/your business at present? Positive or negative? What would you like to change?
- Are there new customer groups you would like to attract? Who and why?
What About Your Competitors?
- List three main competitors.
- What is their competitive advantage? Why do you lose business to them?
- What do you want to learn from your competitors?
What are you getting out of your Affiliations?
- List any industry and community associations to which you belong, along with your role. Do you volunteer? Leadership roles?
- Do any of these associations or affiliations bring you new business? How? How much of your business, percentage-wise, is attributed to these affiliations?
- Do you give any kind of presentations, seminars, or workshops?
- Do you attend any industry conferences or tradeshows? List.
- List any fundraising, community involvement, volunteer work, or sponsorships.
- List significant vendors. Are they referring business to you?
- List community organizations or government agencies important to your company.
- List any media/reporters with whom you have professional ties.
- List any other partners.
Discuss your Marketing Tactics (past and present)…
- Are you currently advertising? Where and how often? Include direct mail, email communications, newspaper ads, broadcast ads, Internet advertising.
- Who handles public relations for the company? Internal? External?
- Which tactics interest you now?
We need expert advice on…
- Marketing Strategy and Budget Allocation
- Public Relations / Media Relations Counsel
- Social Media Recommendations
- Branding and Design Options
We need a new or updated…
- Advertising Campaign
- Direct Mail Campaign
- Email Marketing Campaign
- Social Media Policy
- Employee Communications Program
- Staff Training Program
- Website
- Blog
- Facebook Page
- Twitter Profile
- YouTube Channel and Videos
- Press Kit and Media Contact List
- Brochure
- Newsletter / Publication / Report
- Logo Design / Business Stationery
- Exhibit Display and Conference Materials
- Set of Corporate Photographs
