Audience Acuity Client Profile Template - Final · Audience How does the client define its specific target audiences? • Identifiable segments, i.e., by project or product type,

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Audience Acuity | 3960 Howard Hughes Parkway, Suite 500, Las Vegas, NV 89169 | PH: 702.850.2900 |www.audienceacuity.com

Client Name

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Section1:KeyPersonnel

Date of Meeting:

Company Division (if applicable) Address City, State, Zip Main Telephone URL

ContactNames Title Telephone Email Role

Note:Forrolelistallofthefollowingthatapply:DecisionMakerforprogram(DM),DecisionMakerforfunding(DMF),Influencer(I),TeamMember(TM)and/orChampion(C).

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Section2:Situation

Topic Questions

DefinedNeed• Doesadefinedneedexistthatourofferingscansolve?

• Istheclienttakingactiontosolvethedefinedneed?

DecisionMaking

• Haveweidentifiedeachindividualthatwillbeinvolvedinthedecisionmakingprocess?

• Arewedealingwitheachoftheindividualsinvolvedinthedecision-makingprocess?

• Iseachofthepeopleparticipatinginthedecision-makingprocesslistedabove?

• Arewedealingwiththedecisionmaker?

DecisionMakingCriteria&Process

• Dowehaveaclearunderstandingoftheclient’sdecision-makingcriteria?

• Pleaselistthecriteriawiththeirapplicablepriorityintheclient’sdecision-makingprocess.

• HastheclientvalidatedtheSequenceofEventsontheprocesstheclientwillfollow?

• DoweunderstandhowwewillmeasuresuccessateachstepintheSequenceofEvents?

Timeline• Whatistheclient’stimelineforselectingtheirvendor?

• Isthetimelinetiedtoaspecificevent?

• Whatistheclient’stimelineforimplementation?

Budget• Doestheclienthaveapprovedbudgetforthisprogram?

• Ifyes,whatisit?

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Section3-CompanyOverviewNo. Topic Questions

1 BusinessOverview

Howdoesclientdefinetheirbusiness?Supplementfirmfocusedonhelpingconsumerstransformtheirhealth.Definetheclient’scurrentsituation.Experiencinghyper-growth.

2 CorporateObjectives

Whataretheclients’corporateobjectives?WhataretheKeyMeasurementsassociatedwiththeobjectives?(Listonlythosethatapply)

o Customeracquisitiono Customerretention/growtho Administrativefunctionso Directmarketingcostreduction

Whatbarriersexisttoachievingobjectivesoraddressingissues?Whatrelevantoptions/initiativeshastheclientstartedorcontemplated?Whatimpactdoestheclientestimateeachoptionorinitiativetohave?Arethereanyadditionalplansintheworkssuchasacquisitionsornewproductintroductionsthatcouldmateriallyimpactyourcompanyortheseobjectives?

3 AgeofOrganization Howlonghastheclientbeeninbusiness?

4 FinancialStructure

Istheclientprivateorpublic?Private.Whataretheclients’annualsales?2014:Istheclientprofitable?

5 KeyPersonnel

Whoarethekeypersonnelofthecompany?Whatistheorganizationstructure?Whoparticipatesinthedecision-makingprocess?

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Section4A–Marketing

No. Topic Questions

1 Marketing

Describeyourorganizationsmarketingstrategy?Whatareyourbiggestmarketingchallenges?Whatareyourgreatestmarketingfrustrations?Howismarketingmanagedcurrently?Howwouldyoulikeittobemanaged?Howallisinvolvedindecisionmaking?Whatisthetypicalmonthlymarketingbudget?Whatmarketingstandardsareinplacetoprotectbranding?Whatmediumsdothesestandardscover?

2

CustomerBaseandTargetAudience

Howdoestheclientdefineitsspecifictargetaudiences?• Identifiablesegments,i.e.,byprojectorproducttype,purchaseamount,frequencyofpurchase,etc.• Anynichestheclienthascreatedforservingthistargetaudience?

HastheclienthadaProfiledevelopedoftheircurrentcustomerbase?Ifyes,pleaselistattributes.Howdotheydescribetheprofileoftheir“Ideal”customer(s)?Pleaselistattributes.Whatisthevalueofatypicalcustomerofeachsegmentinannualdollarterms?Whatisaverageretentionrateandduration?

• Whataboutlifetimevalue?

3 MarketingBarriers

Whatarethebarrierstoentryorgrowthintheclientsmarkets,i.e.,risingcostsofproduction,increasinginefficiencyofadvertising,keepinggoodpeople,etc.?

• Howwilltheclientovercomethesebarriers?

4 Product/Service(s)

Definetheclients’products/services.Aretheproducts/servicesacommodityorpremiumbased?Aretheyseasonalinnature?

5 LifeCycleConsiderations

Whatstageofthelifecycleiseachoftheproductsin?(Introduction,growth,maturityordecline)Howdoesthestageeachproductisineffectthesalesandmarketingstrategy?

6 Differentiation Howdoesclientdifferentiateitsproducts/services?Whatisthemarketsperceptionoftheclients’products/servicesrelativetothecompetitions?

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7 ValueProposition Describethevaluepropositionforeachproduct/service?

8 DistributionStrategies

Whatchannelsarecurrentlyusedtoselltheclientsofferings?• Directmail• Emailmarketing:Yes• Social:Yes• Website:Yes• Retail• Directsalesforce• Distributors/VAR’s• TelesalesorOthers:

9 DirectMarketing

Whatistotaldirectmarketingspendandhowdoesitbreakoutacrossthefollowing?• Directmail• Catalog• Email• Digital• Social:• Web• Promotions,contests,rebates,coupons,etc.• TelemarketingorOthers

Howdoyoumeasuretheeffectivenessoftheseprograms?Describeyourtypicalresults.Describewhathasworked,andwhy.Describewhathasnotworked,andwhy.Doyouuseatargetcostperacquired(CPA)customermetric?Doyouengageinmulti-channeldirectmarketing?Ifyes,describe.Areyouhappywithyourcurrentresultsandpartners?

10 PromotionHistory Whatisthevolume,frequencyandtimingofprospectpromotions?Brokenoutbytype.Whatpromotiondataiscurrentlycarriedonthedatabase

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Section4B–MarketingDataNo. Topic Questions

12 MarketingDatabase

Whatisthesizeofthecustomer/marketingdatabase?• Customers(activeandinactive)

o Individualo Households:o Opt-InforEmail:1mm

• ProspectsDoesinformationexistindisparatesources?Ifyes,howdoyouaggregatedatafordecisionmaking?Doyoucurrentlypurchaseoutsidedatatoenhancethedatayoucapture?Ifyes,describe.Whatarethesourcesforprospectdata?Doyoucurrentlycapturespecificcustomerdata?Pleasediscussmethodsfor:

• Transactiondatacapturedonwebsite• CustomerService• Catalog• Newsletter/emailSubscription• Whatdetailleveldataisavailableinthesedatafeeds?

Whatisthecurrentmethodofupdates?Howoftenandhowlong?Whatdatabaseselectsareonthedatabaseandwhatvolumeandfrequencyiseachused?

13 DataHygiene

Whatdatahygieneroutinesdoyoucurrentlyperform?• NCOA• DPV• Deceased• Other:Pleasedescribe

Howoftendoyouperformdatahygiene?

14 Analytics

HaveyouhadanyCustomerProfilescreatedtoguidesegmentationandtargetingofcustomers?Ifnot,whatmethodsdoyouusetoguidesegmentingandtargetingatpresent?

• Transactionaldata• Demographicdata• Geographicdata

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Notes:

Documents

Audience Acuity Client Profile Template - Final · Audience How does the client define its specific target audiences? • Identifiable segments, i.e., by project or product type,