How effective is your venue Marketing?

PILLAR 1 - BRAND

Establishing a solid brand identity is vital to ensure the success of your business. It is necessary to have a comprehensive understanding of your market, so that your business can be positioned to meet their needs. Your brand positioning should dictate every decision you make, so if you don’t have a solid brand strategy, your marketing efforts could be in vain.

Key Elements:

o   Strategic direction
o   Positioning statements
o   Unique value proposition
o   Visual identity & style guide
o   Competitor awareness
o   Research
o   Customer perception

Question Title

* The business I am involved in has a realistic vision and mission.

No, we don’t have one at all

We do have a vision and mission, but they aren’t realistic or achievable

We have a realistic and achievable vision and mission, but we are falling short

We have a realistic vision and mission and are on track to achieve this

Question Title

* We have a sound marketing strategy in place that is true to our vision and is allowing us to achieve this mission.

We do not have a documented marketing strategy

We’ve started working on a marketing strategy but it never came to fruition

We have a documented marketing strategy, but it isn’t yielding results

Our marketing strategy is enabling us to achieve our vision and mission

Question Title

* We have a clearly defined target market/s with customer profiles to represent each of these target market/s

We have not identified any target markets

We have identified target markets, but I’m not convinced we have them right

We have accurately identified our target markets and have clear customer profiles that represent them, filed away somewhere

We have accurately identified our target markets, have clear customer profiles that represent them and all stakeholders have access to this information

Question Title

* We have a clear understanding of who our competitors are and what they do. We regularly analyse their activity and assess for change.

We have not identified our competitors

We have identified our competitors but have not analysed them

We did identify our competitors at some stage, but we don’t regularly review this

We have identified our competitors and regularly analyse their activity

Question Title

* A key point of difference and distinct competitive advantage over our competitors has been established, and this can be easily articulated by senior management.

We don’t seem to have a point of difference/distinct advantage over our competitors

We have a point of difference/distinct advantage but are poor at articulating it or the public don’t seem to know

We have a point of difference/distinct advantage and the public are aware of how we stand out from competitors

We actively promote our unique point of difference via specially created products and / or services

Question Title

* Our marketing & communications materials have a visual style and tone of voice that is consistent, attractive, true to our brand and appeals to our target market.

I don't really know what a documented brand/style guide should look like / is?

We don’t have a documented brand/style guide and our marketing & comms are produced on an adhoc basis

We have a documented brand or style guide somewhere but our marketing & comms materials don’t strictly adhere to it

We have a brand/style guide which is strictly adhered to when producing marketing & comms materials, and these materials are easily recognised by the public

Question Title

* We regularly conduct research (surveys/feedback forms/comment cards etc.) to ascertain customer perception and satisfaction.

We do not conduct any research

We ask our patrons verbally if they have enjoyed themselves, but this is never documented

We conduct some documented from time to time but it is sporadic and informal

We have a formal, systemised approach to conducting research and measuring results & feedback

Question Title

* Our target demographic/s know who we are and generally view our business favourably.

People don’t seem to know who we are

People know who we are, but customer sentiment is poor

Customer sentiment is positive, but customer awareness is limited

We are well known and well regarded by the public

Question Title

* Prior to COVID-19, we were consistently achieving or exceeding sales and foot traffic targets.

We consistently fall short of sales and foot traffic targets

We achieve sales and foot traffic targets on some occasions

We regularly achieve sales and foot traffic targets

We consistently exceed sales and foot traffic targets