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Marketing Assessment

It is important to conduct a full marketing assessment to identify strengths and weaknesses. This is an example:

 
Yes
No
Marketing Basics
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Do you have a defined target market?
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Do you have a defined ideal client profile?
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How many clients would you like to acquire this year?_________    
Do you have a marketing plan in place to achieve this goal?
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Marketing Collateral (Check “Yes” for the Items You Have)    
General Brochure
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One Page Firm Summary
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One Page Summary for Each Service/Product
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Professional Bios
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Website
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PowerPoint Template (For Workshops or Client Presentations)
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Pitchbook
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Reprints of Articles (If Applicable)
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Newsletter Template (Electronic or Print)
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Marketing Email Template
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Stationary
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Branded Folder (One or Two Pockets)
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Branded Note Cards
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Letter Templates for Prospects & Clients
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Client Engagement/Communication    
Do you conduct quarterly reviews, by phone or face-to-face, with your A clients?
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Do you conduct annual reviews, by phone or face-to-face, with your B & C clients?
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Do you touch your clients is some way at least 24 times per year?
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Do you gather client feedback annually through surveys or focus groups?
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Client Referral Program    
Do you have a formal client referral program in place?
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Do you have a system for tracking and following up with referrals?
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Do you have letter templates to use throughout the referral process?
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Do you have a standard procedure for thanking clients who refer?
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Do your clients know which type of people you can best serve?
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Do your clients understand the referral process?
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Do you have a client referral kit to help them identify and refer prospective clients?
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Centers of Influence (COI) Referral Program    
Do you partner with attorneys, CPAs or other professional advisors in your marketing efforts?
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Do you have a formal COI referral program in place?
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Is there a process and tracking system in place to nurture COI relationships?
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Do you have a system for tracking and following up with COI referrals?
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Do you have letter templates to use throughout the referral process?
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Do you touch your COIs in some way at least 12 times per year?
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Do you meet with your COIs at least quarterly?
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Can your COI partners identify your ideal clients?
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Do your COI partners understand your products, services and sales process?
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Do you have a COI referral kit to help them identify and refer prospective clients?
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Public Relations    
Do you submit articles to local or industry publications?
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Do you write press releases for news relating to your business or key hires?
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Do you present to business and/or community organizations?
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Do you sponsor events and/or organizations?
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Do you have a media kit for media outlets interested in interviewing you?
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If you checked “No” for any of the items listed in the assessment, this is an area of weakness you should address. According to some experts, the Public Relations portion of the assessment is the least important of all the sections. Focus on remedying the “No’s” in the other sections first. If you can get your marketing to a point where you answer yes to everyone of these questions, you’ll be well on your way to becoming a marketing genius.