Marketing Needs Assessment

We have been running a continuous marketing needs assessment survey since April of 2017. Here are the latest findings. 

Organizational role:

• CEO - 19%
• CMO - 12%
• Marketing director - 12%
• Product manager - 12%
• Marketing manager - 10%
• Marketing vice president - 7%
• Brand manager - 5%
• Research analyst - 5%
• Marketing analyst - 3%
• Media planner - 3%
• Creative director - 3%
• Graphic designer - 2%
• Account executive - 2%
• Other - 5%

Industry (adds up to more than 100% because people can select more than one):

• Consumer products - 20%
• Consulting - 19%
• Consumer services - 15%
• Business services - 12%
• Communications - 10%
• Education - 9%
• Financial services - 7%
• Industrial products - 5%
• Research - 5%
• Healthcare - 5%
• Energy - 3%
• Automotive - 3%
• Aviation - 3%
• Hospitality - 3%
• Defense - 3%
• Software - 2%
• Enterprise solutions - 2%

Findings:

• The biggest issue facing people's businesses today is increasing sales/growing the business.
• The second biggest issue is successfully launching new products.
• The third biggest issue is dealing with COVID-related challenges.
• The forth biggest issue is generating more qualified leads.
• The fifth biggest issue is lack of confidence in the marketing function.
• The two biggest marketing issues are building brand awareness and successfully differentiating the brand.
• The top specific issues are (1) finding the most cost effective way to reach customers, (2) developing a strong identity for the brand, (3) knowing how to best use digital, mobile and social media marketing, (4) determining the best way to spend the marketing budget and (5) better understanding customer needs.

We are always looking for additional feedback from marketing practitioners and business executives. To take the survey yourself, please click on this LINK. While the survey is anonymous, if you so choose, you may enter your name and email address for a chance to win a Brand Aid book, two hours of free consulting or a $50 Amazon.com gift card.

Transitioning to e-Commerce

I am conducting a free two-hour workshop on transitioning to e-commerce for artists on Sunday, September 27 from 4 pm until 6 pm. You are invited to attend.

This workshop will teach artists how to develop, host and promote websites for e-commerce including becoming familiar with different web development and hosting services, e-commerce platforms and payment methods. It will also briefly cover content creation, blogs, podcasts, YouTube channels, lead generation, marketing automation, search engine optimization, online promotion, web store organization, privacy policy generators, terms of use generators, and virtual museums, concerts and other events.

Register HERE now!

Comprehensive Brand Positioning Course

This course will provide you with everything you need to position your brand to win. It is based on a proprietary process and set of tools that have been used to successfully position hundreds of brands throughout the world. 

This unparalleled brand positioning process was refined over 30 years and has been used by more than 200 highly successful brands in almost every product and service category.

To unleash your brand's full power, you must create a unique value proposition that is emotionally compelling. This requires a rigorous brand positioning process based on deep customer insight. And it requires an understanding of how brands can connect with customers through shared values and exceptional experiences.

This brand positioning process is part art and part science, using both the left and right sides of your brain. 

The course includes examples from many world-class brands and all the tools, templates and information you will need to position your brand to win.

The course is comprised of a video, seven handouts and links to 28 relevant blog posts. I will instruct you to use the handouts at appropriate points throughout the video. 

While the video is an hour and a quarter in length, the total course length with exercises and blog post readings will require between two and four hours to complete. You can stop and restart the course at any time based on your schedule. 

You can take the course here: Positioning Your Brand to Win