Birmingham Small Business.com

Looking back on your marketing last year and wondering what went wrong?

Looking ahead at your marketing for 2008 and wondering what to do?

Starting a new business and still wondering what marketing is?

Well, Entrepreneur.com recently released the following questionnaire that will help an entrepreneur plan his or her upcoming marketing for the new year. Many of the questions relate to simple marketing strategies and tactics, such as Guerilla Marketing, that can be implemented with even the smallest of budgets and with minimal time. Just answer the questions fully and honestly and then produce a timeline for implementation of your results.

1. What marketing worked well in 2007?
2. What marketing worked partially well in 2007?
3. What marketing didn’t work well or at all in 2007?
4. Are there any standout reasons for No 1. or No. 3?
5. Define your current target markets.
6. Did your 2007 customers fit your current target market definition?
7. What new markets will you target in 2008 for the following areas:

1. 1. Geography?
   2. Product-oriented users?
   3. Income and demographics?
2. Revise your target market definitions based on No. 7.
3. What are the following message components for your target markets:

 

1. Headlines?
2. Benefits?
3. Offers?
4. Calls to action?
5. Other?

10. What message components need to be enhanced, concentrated and revised?
11. What new messaging will you use in 2008 marketing?
12. Based on message delivery and the markets targeted, what marketing vehicles will you use in 2008?

 

1. Repeat of 2007 marketing vehicles?
2. New marketing vehicles for 2008?

13. What’s the desired frequency for each vehicle and campaign?
14. Based on No. 12 and frequency, what is your budget for 2008?

 

1. Per vehicle?
2. Per target market?
3. Per period of time?

15. After analyzing total costs and desired frequency, what’s the adjusted marketing vehicle use, including ad size, designs and printing configurations?