MARKETING PLAN STRUCTURED INTERVIEW QUESTIONS
Customer Attributes and Perceptions
- How would you describe your target market and target customer?
- Demographics, psychographics, and behavioral attributes of customer?
- What are your customer's goals and objectives?
- What are your customer's needs and wants?
- What is your customer willing to pay for, not willing to pay for?
- How does your customer determine value, worth?
- How does your customer determine a fair price?
- How does your customer perceive your competitors?
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- How does your customer perceive your organization?
- What does your customer perceive to be unique about your organization and its services?
- What does your customer perceive to be your strengths and weaknesses?
- Does your company have name recognition?
- Do your services have brand recognition?
Service Offerings
- How would you describe the services you offer your customer?
- Features
- Specialty programs
- Quality
- Inquiry process
- Intake process
- Ease of ordering
- Ease of scheduling
- Delivery
- Reliability
- Pricing
- Flexibility in pricing
- Location
- Place
- Customer education
- Customer concerns
- Alliances with other organizations
- Integration with other organizations
- How do you describe the benefits of your services to your customer?
- How do you describe what is different between your organization and services and that of your competitors?
- How do you differentiate yourself from others in the crowded marketplace?
Current Marketing Activities and Assets
- What is your personal message?
- What are you company's messages?
- How would you describe your current marketing, advertising, sales, promotions, prospecting, public relations, and community education and service efforts?
- How would you describe your current referral and affiliate, search engine and internet advertising, informational and educational seminar, and social media marketing efforts?
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- Introduction-to-referral communications strategy.
- Design philosophy.
- Company and brand logos
- Printed documents, business cards, letterheads, flyers, brochures, postcards, direct mail pieces, giveaway cards, newsletters, DVDs.
- Website information, graphics, video, webinars, teleseminars.
- Current advertisements, commercials, public service announcements.
- Press, news, and media releases, publicity messages.
- Informational and educational seminar presentations, slide shows, overheads, handouts, scripts. Continuing education unit (CEU) workshops.
- Industry, trade, and community shows and events, posters, handouts, materials.
- Inquiry, intake, assessment, and scheduling processes, scripts, service information, educational information, resources, materials, follow up, follow through.
- Prospect and direct selling presentations, visual aids, materials, scripts, and surveys.
- Caregiver marketing artifacts and materials.
- Client satisfaction surveys and testimonial, reference, and referral processes.
- Targeted traditional and non-traditional medical and non-medical referral sources - hospitals and other medical, nursing, rehabilitation, senior care, and healthcare facilities, discharge planners, case workers, physicians, dentists, pharmacists, physical therapists, and other and other medical, dental, and healthcare specialists, social workers, funeral home directors, elder law attorneys, accountants, churches, and other senior advisors and community resources, human resource departments, ...
- Professional referral source contact strategy, documentation, customer relationship management (CRM).
- Professional referral source presentations, surveys, testimonials, endorsements.
- Specialty program marketing initiatives to prospects, clients, referral sources.
- Miscellaneous written correspondence, email, telephone, face-to-face scripts.
- What is the level of consistency and integration of design, information, and message across all marketing channels and communications?
- Formal marketing asset management.
SWOT
- Strengths
- Weaknesses
- Opportunities
- Threats
- Describe your direct competitors.
- What are your biggest competitive challenges?
Goals and Objectives
- Business, financial, sales, market share, promotional strategies, budget considerations.
Organizational Ecology
- What is your organization's niche?
- What are your strategic alliances?
- Do you have any business development initiatives in place?