A client questionnaire is crucial in digital marketing as it helps marketers gain deep insights into a client’s business, goals, target audience, and competition. By gathering detailed information about branding, customer demographics, and key performance indicators (KPIs), marketers can create data-driven strategies tailored to the client’s needs. It also ensures alignment between the marketing team and the client, reducing miscommunication and setting clear expectations.
Additionally, a well-structured questionnaire helps identify pain points, preferred marketing channels, and content preferences, ultimately leading to more effective campaigns and a higher return on investment (ROI). The following is an example Client Questionnaire:-
Client Questionnaire for Digital Marketing : MOMORE
A. Questions needed to be asked for analysis:-
Aspect 1:- Business understanding – What are we trying to do here? Why? (assuming the business is an existing business)
- What is the name of the business?
- Is there any tagline describing your business? What does it mean?
- How old is your company? When was it established? What is the industry type of your business?
- Do you have a website? Do you sell your products through your website? or Do you rely on third party online platforms like Zomato, Swiggy, etc. to sell your products?
- How many outlets you have and what are their locations?
- What are the types of food you sell? Is it expensive or affordable?
- How many employees work for you?
- What is the unique value proposition of your business? Why have you established such a food joint?
- What are the recent trends you are facing in your sales graph? Is it going down or rising up? What according to you is happening in the market for which you are facing such trends?
- Every business has its highs and lows; how does the calendar work for your business?
- What are your target KPIs?
- What are your goals in the coming 1-5 years?
- How is your business performing currently performing and what expectations do you have from our SEO/digital marketing services?
Aspect 2:- Understanding what value your customers seek and what are they getting? Right Target group
- Who are your target audience?
- How do you cater to them? Are they satisfied with your products?
- Do you have frequent customers who buy food items either by online ordering or from your kiosks?
- Why do you think your customers love your products over your competitors’? What are the products you sell most? Why?
Aspect 3:- Customer’s journey and behaviour – Customer buying cycle
- From where do your customers mostly come to know about your offers? Social Media? or other forms of advertisements?
- Do your customers order mostly online? or They visit your kiosks too?
- Do you do home delivery?
Aspect 4:- Competitors – What alternatives does the customer has? Direct & Indirect? Is this need or want? Learn from competitor
- Who are your competitors?
- What are the locations of their outlets?
- What is their monthly/annual turnover? What is yours compared to them?
- How many employees work in your competitors’ firm?
Aspect 5:- Strengths & weakness the business got with respect to customer’s expectation, journey and value they seek. Also comparing it with market and competitor.
- How is your brand unique from your competitors (USP) and vice versa?
- What do your competitors do that you don’t do in marketing?
- In which aspects do you think your competitors are far better than you? How that affects your business or customers?
- How big is the digital market for this segment, how does it work, what CPA? etc
B. Knowing the role the marketing team can play
A digital marketing strategy for such a project can be defined as “the plan to go from current X to Y by Z time keeping long term and short term goals in mind within the resource restriction”.
- Improve offering, packaging – How to make the product/offering more attractive to the end customer. This is the real marketing (Product part of 4 Ps is now the most critical, everything else is derived out of it), the best marketing is to improve the offering such that no promotion is needed.
- Awareness / Reach to the right TG
- Messaging / Communication for recall, trust, interest, consideration
- Improve point of sales, distribution
- Improve loyalty, referrals, repeat purchase
- Others: One of like build a website, campaign, etc
C. A plan looks like: It is important to plan and document the strategies in a sequential way, here we go
- Based on analysis, business, marketing teams role, what are the objectives in front of the marketing team (objectives are put without any number, just in plain english, like “I want to be richer”, “I want to be happier” or “let’s do branding”, “we want topline to grow” etc.
Objectives for a Food Joint
- To establish a presence as a successful local fast food outlets and gain a market share in Kolkata’s fast food industry.
- To make MOMORE a destination spot for mall-goers, movie-lovers, college students.
- To expand into a number of outlets by year three, and sell the franchise to neighbouring metropolitan cities.
Business Model for MOMORE
Keys to Success: To succeed in this business we must: Realist goals for the project
- Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition.
- Control costs at all times, in all areas and implement a conservative approach to growth policy. Although, we provide more than enough fund to open more than one outlet, we want to be on the safe side of the business.
- Sell the products that are of the highest quality, as well as keeping the customers happy with all of our product categories from food to store merchandising.
- Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.
- Encourage the two most important values in fast food business: brand and image, as these two ingredients are a couple of main drivers in marketing communications.
- Get access to high-traffic shopping malls near the target market.
- Promote good values of company culture and business philosophy.
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