Resources

Branding

(  ) 1. Are your branding efforts consistently implemented? Across all media, packaging, signage, etc.?

(  ) 2. Do your employee communications reinforce your brand building efforts?

Product management

(  ) 3. Does your internal product information include positioning statements for each product? Does these include specific features and benefits for a particular product?

Advertising and marketing copy

(  ) 4. Are features and benefits clear to both a general and technical audience?

(  ) 5. Are all claims supported by research or other factual information?

(  ) 6. Do all ads, direct mail and other sales literature contain headlines and openings that are compelling and that motivate the prospect to read on?

Direct response

(  ) 7. Do you have processes and/or procedures in place to ensure that the mail list vendors that you choose regularly update their lists?

(  ) 8. Do you regularly test your direct mail?

(  ) 9. Do you test one variable (list, offer, creative, etc.) at a time?

(  ) 10. Do you use personalization elements in your mailings, when possible, to increase response?

PR

(  ) 11. Do you have a process in place to monitor organization events for their newsworthiness/publicity potential?

(  ) 12. Do you have resources in place to act on newsworthy events by developing press releases and/or articles?

Marketing collateral

(  ) 13. Do you use white papers and case studies in your marketing and sales efforts to create leads and shorten sales cycles?

(  ) 14. Do you have a system in place for capturing “verbal” customer testimonials and transforming these into quotes or expanding them into case studies and articles?

Web

(  ) 15. Is your web site user friendly? Is the navigation intuitive for users or do they “have to work” to find their way around?