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Initial marketing questionnaire
by Leave Home Productions
email 
The initial marketing objectives questionnaire is comprised of four parts.
I. Company/Organization and Market Position
II. Goals
III. Materials
IV. Outcomes Rating Survey
This questionnaire is meant to help both you and Leave Home evaluate your offerings, market position, marketing strategies, values, image, resources, and the audiences you need to reach and serve. It should help give you an indication of the areas we will need to explore in order to develop tools and implement a strategy for your marketing needs. Your responses will give us information we need to propose services and price estimates.
Company/Organization and market position
Describe your core business or service. If you have a mission statement, please include it.
Tell us about the values that are important to how you provide tourism offerings to your destinations and how you provide services to your customers.
Describe your market position. What do you see as your greatest strengths and weaknesses? What are the most important ways that your destinations and offerings differ from those of competitors/other destinations?
How do you see your market position, offerings, and perception of your destinations evolving over the next few years? Do you foresee any significant changes in your destinations themselves, or access to them? Do you foresee changes in your marketing approach, response to competition, or other strategies? Do you foresee any special opportunities or difficulties?
Goals
If you have a mission statement for the marketing objective you wish to undertake, please state it.
Describe your current marketing objective (e.g., awareness, branding/image development or reinforcement, new market development, existing market penetration, etc.)
What types of audiences do you want to reach or serve with this marketing effort? (e.g., end consumers, resellers/wholesalers, communities, NGO's, governmental organizations, etc.)
What are your goals for each type of audience?
Please include, if available, a brief description of specific market segments related to this marketing objective (e.g., outdoor enthusiasts, schools/educational tourists, Germans, repeat customers, "short break" tourists, etc.).
What are the destinations/offerings involved?
Will the marketing objective reinforce an existing marketing, branding, or development strategy? How?
What outcome will make this effort successful? How will you measure success?
Materials
What materials do you envision being produced to carry out this marketing effort?
How do you envision using these materials?
If you have any specific goals for the new materials, please describe (e.g., improved access to information, reduced print marketing expenses).
Discuss any related graphic/ multimedia/written/printed materials and assets that you have already produced or acquired, and any associated issues. (e.g., corporate identity/logo, brochures, leaflets, press release, websites, multimedia, associated presentations, articles, photos, videos)
Describe any other work that has already been done that relates to this objective.
Outcomes rating survey
Please rate the following outcomes (1 = not important, 5 = most important):
Goals
Doing better than our competition
Differentiating our offerings from the competition's
Developing new customer prospects
Serving existing customers / developing repeat business
Stimulating repeat customers / additional expenditures
Developing the image of our destinations/ increasing awareness
Developing our image within the industry
Communicating with internal or secondary audiences (communities, investors)
(other)
Resources
Staying within the budget
Meeting a schedule
(other)
Materials
Quality execution (graphics, video, writing, ease of use, etc.)
Ease of maintenance/ability to update
Repurposing/reusing existing content
Cost to reproduce/mail/distribute
Coordination with existing materials / materials from another source
(other)
(Seattle, USA; August 2004)
