Example Digital Marketing Questionnaire for your Client

The following is an example Client Questionnaire:- 

Client Questionnaire for Digital Marketing : MOMORE

A. For Analysis I will ask the following questions:-

Aspect 1:- Business understanding – What are we trying to do here? Why? (assuming the business is an existing business)

1. What is the name of the business?
2. Is there any tagline describing your business? What does it mean?
3. How old is your company? When was it established? What is the industry type of your business?
4. 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?
5. How many outlets you have and what are their locations?
6. What are the types of food you sell? Is it expensive or affordable? 
7. How many employees work for you?
8. What is the unique value proposition of your business? Why have you established such a food joint?
9. 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?
10. Every business has its highs and lows; how does the calendar work for your business?
11. What are your target KPIs?
12. What are your goals in the coming 1-5 years?
13. 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

1. Who are your target audience? 
2. How do you cater to them? Are they satisfied with your products? 
3. Do you have frequent customers who buy food items either by online ordering or from your kiosks?
4. 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

1. From where do your customers mostly come to know about your offers? Social Media? or other forms of advertisements?
2. Do your customers order mostly online? or They visit your kiosks too?
3. Do you do home delivery? 

Aspect 4:- Competitors – What alternatives does the customer has? Direct & Indirect? Is this need or want? Learn from competitor

1. Who are your competitors? 
2. What are the locations of their outlets? 
3. What is their monthly/annual turnover? What is yours compared to them?
4. 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.

1. How is your brand unique from your competitors (USP) and vice versa?
2. What do your competitors do that you don't do in marketing?
3. In which aspects do you think your competitors are far better than you? How that affects your business or customers?
4. 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".

1. 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.
2. Awareness / Reach to the right TG
3. Messaging / Communication for recall, trust, interest, consideration
4. Improve point of sales, distribution
5. Improve loyalty, referrals, repeat purchase
6. 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

1. 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, such as ........

1. Put a collaborative document in place for collective and progressive growth.
2. Now put all objectives and assign a weightage, put all including some major tasks like email every 2 month to all stakeholders, example of objective and weightage for a small company can be (a) short term sales (70%) (b) Hygiene (10%) (c) Improve online presence for long term (10%) (d) Others (10%) etc
3. Now take the 80% objectives and put numbers to it, that is considered goals, where do we stand now X, where can we go Y in Z time period. This is the trick here, if the budget is fixed then we may be able to go from X to Y1 or Y2 not to the desired Y, if we calculate X wrong, again we may end up with wrong Y within stipulated time and budget. So select either goal or budget, both can't be selected, one needs to be selected and other needs to derived. The other parameter is quality. When you are large company, every mistake can hurt the brand (so want to be super attended to quality, can be challenged in todays world where Potus Donald Trump tweets without approvals :) ) but when you small company, you can choose 90% quality to achieve a higher speed than large companies, less approvals, more work and experiments.
4. Now based on the analysis (market, competitors, customers) decide the best target group (TG) to achieve your objectives and goals. TG needs to be selected for the goal and based on budget, not just for your business. Say a company who has just $100 monthly budget should select the people who are searching for similar business in their local area where they have the highest chance of conversion (so for every budget there can be a different TG), brand TG can be different from short sales TG.
5. Digital Market % distribution
6. Buyers journey investment % distribution
7. Paid , Owned , Earned Media % distribution
8. Assets , Enhancer , Campaign, innovation, improvement , Hygiene % distribution
9. Overall budget approval
10. Positioning and messaging for each channel, TG, phase of customer etc
11. Over activity plan - 3 year road-map (rough, budget, ROI etc so the stake holders can understand how it will span out in long run), 1 year proper plan, quarterly or monthly detailed activities
12. Understand the strategic point in each of the activities of components, example if there is a good search market, the strategic point will be (1) Paid or organic (2) If paid, then which keyword groups, location, what landing page message, what ad message etc .. strategic points are where you decide to take a direction, at these strategic point, have discussions, show it more senior people. It increases the chance of success.
13. Now put down the top 20% work which will give 80% result, detail it really well, show it top people, get a second opinion if needed.
14. Now can you see the mental creation (can you see you achieving the goal by following this), dry run in your mind, if you are not confident about how all the plan and activities will result in achieving the goal then re-plan.
15. Do a proper workshop with all stakeholders to have their input
16. Create a dashboard with KPIs and activities, put it in a visible place.
17. Put the right team members in place, put the right quality check in place, wherever there is execution challenge, put external agency or more team members in place.
18. Put a review mechanism, same time, same place (as much as possible), business leaders must attend once every month or quarter to understand the growth.
19. If the results are showing right progress revisit from step 5.

Keys to Success: To succeed in this business we must: Realist goals for the project

1. Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition.
2. 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.
3. 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.
4. Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.
5. 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.
6. Get access to high-traffic shopping malls near the target market.
7. Promote good values of company culture and business philosophy.

References:- 

Fast Food Restaurant Business Plan

Stages of Customer Buying Cycle

Budget for this project: How much budget is needed for it? How will calculate the ROI?