1-866-905-2410 www.judomarketing.com info@judomarketing.

com

THE JUDO MARKETING PLANNER. An in-depth marketing analysis tool

that will allow you to understand your business like you never have before.

The Judo Marketing Planner

This Planner will forever alter the way you think about your business. The series of thought-provoking questions within
are based on timeless marketing fundamentals that will help you realize and articulate your core business strengths and
competitive advantages.
Not only will this Planner give you a fresh perspective on your market, but it also provides us with everything we need
to produce a powerful marketing piece for your company.
Please answer each question as completely as you can. After all, the more information you arm our creative team with,
the better your marketing piece will be. Feel free to add extra sheets if necessary.
We want you to not only have a great marketing piece, but to learn and grow your business from this process. This
planner is a fantastic tool to do just that, and we appreciate you helping us, so we can help you.

Your Name:
Company Name:
Address:

Phone #: (

Website URL:

ABOUT YOUR COMPANY:

1) What is your main line of business?
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2) Important facts that could be used in marketing your company (size, location, history, etc).
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3) How many years has your company been in existence?
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4) What were your company sales totals in 2006?
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5) How have your sales trended in the last three years? UP

(what percent____ )

DOWN

(what percent____)

FLAT

6) What are you sales goals for the next three years?
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7) What is your typical marketing budget for a fiscal year?
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8) How many names do you currently have on your mailing list?
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ABOUT YOUR PRODUCT/SERVICE:

9) What product/service will be the focus of this marketing piece?
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10) What are the primary features and benefits of your product/service that will interest a potential buyer?
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11) What are the strengths and weaknesses of your product/service?
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12) What is the pricing level for your product/service? Please provide pricing examples/information, if appropriate.
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13) Do you want us to list pricing in the piece?
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14) What is the average size of your normal sale or transaction?

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15) How frequently does your average customer buy from you?
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16) Has your product/service won any awards or gotten critical acclaim that we should consider including?
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17) Can you think of a compelling introductory marketing offer for new clients?
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18) Do you have a USP (unique selling proposition)? Yes
No
(If yes - please explain. If no - any suggestions?)
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19) Is there a company slogan or tagline you would like us to use? Yes explain below. No but please create one for me.
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20) Please provide any other information about your product/service that may be relevant to us creating your marketing piece.
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ABOUT THE MARKETPLACE:

21) Please describe your target market. Who do you expect to buy your product/service?
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22) How competitive is the pricing in the marketplace? Very

Not competitive
Somewhere in between
(Explain below)
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23) What is your companys position in the marketplace? (Market leader, new entrant, etc.)
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24) Is your aim to reach a local, regional, or national audience?
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ABOUT YOUR COMPETITION:

25) Who are your direct competitors?
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26) Do they have any particular strengths or weaknesses that we should address in the piece?
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27) How do your prices compare to your competition?
(Please list some sample prices if appropriate, and what price your competitors charge for comparable products/services.)
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28) What separates your product/service from the competition?
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29) How would your competitors describe you and your products?
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ABOUT THE PIECE YOU WANT US TO CREATE

30. What are your strategic marketing goals for this campaign?
(Please check all that apply)
Get new customers
Reactivate old customers
Increase market share
__Increase communications with customers
__Establish a brand
__Rebrand your company or product
__Launch a new product/service/location
__Other: __________________________________________________________

31. What are you hoping this marketing piece will achieve (i.e. goals for this piece)?
(Please check all that apply)
__ Drive telephone leads
__ Drive web traffic
__ Drive web registrations
__ Drive direct E-Commerce sales
__ Drive store traffic
__ Increase brand recognition
__ Create product/service awareness
__ Produce telephone sales
__ Other: ___________________________________________________________________
__ Other: ___________________________________________________________________
__ Other: ___________________________________________________________________

32. What marketing channel would you like to use?

(Please check all that apply)
__Direct Mail
__Print advertising
__Point of sale/Handouts through distributors/Retailers
__Website
__Email campaign

33. What is the marketing piece you want us to produce:

(Please check all that apply)
__ Ad
(size): _________
publication(s): ___________________
__ Website
how many pages: ___
__ Postcard
single postcard __
double postcard with business reply card __

__ Brochure
trim size: ____________
how many pages: ___
__ Catalog
trim size: ____________
how many pages: ___
__ Corporate ID
__ Email campaign

__ Other please describe: _____________________________________________________

YOUR ARTWORK, IMAGES, CONTACT INFO, ETC:

34) How adventurous do you want to be creatively, on a scale of one to ten? (One being conservative, and ten being open to anything.)
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35) If you have a product, would you like to show a photo of it in the piece were producing? (If yes - please describe)
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36) Do you have any images you can provide for our use? If so, please attach/submit.
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37) Do you have customer testimonials that you want to use? If so, please attach/submit.
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38) Is there a company phone number, address, and/or web URL that we should include?
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39) Please provide any reference materials from your company (previous ads, brochures, materials) that will give us an
understanding of your market, branding, and tone.
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40) Do you want us to retain a consistent look with other marketing materials you may already have, or do you want us to change
the look or image of the company?
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41) Please provide any current promotional copy (i.e. writing or descriptions) you have that is used with your product/service/business.
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42) How heavily is jargon used in your industry? Are there key words we need to know?
Please write these terms and a rough definition of each one.
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43) Is there a specific response code that you would like included on your marketing piece?
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44) Are there any websites/pieces you would like us to consider as a design reference? If so, please attach/submit.
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OTHER INSTRUCTIONS/COMMENTS:
Please provide any other insights, guidelines, comments, and instructions to help us prepare the perfect marketing
piece for you.
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Giving small business a fighting chance.

7905 N. Route 130 Pennsauken, NJ 08110 1.866.905.2410 www.judomarketing.com