Step 2 of our Umbrella Assessment Guide
An Umbrella Assessment is an in-depth hierarchy of assessment and analysis. It uses research, in order to create a 360 view of your organization, internally and externally. Once assessed, it helps you design a risk free and dynamically flawless, marketing strategy.
Target Market Assessment
Assessment should be completed in cooperation with: Competitive, Products and Unique Selling Points
Should be in-depth Demo-graphic, Psycho-Graphic and Consumer behavior identification of Target Markets. Secondary Markets, and Future Markets. The assessment should encompass the highest densely populated locations with those markets., within the distributions and promotional limitation, considering Feasibility of targeting these markets
Once your physical assessment assessment is completed, you want to assess your digital marketing strategy target audience, Search Engine Optimization, including content optimization, meta, social media promotional campaigns. You need to look for your physical “Target Market” online. You want to determine if there is easier markets to target digitally, and develop and identify the most feasible successful Target Market, & Audience.
Once Completed, This Assessment should always be on-going
Pages are determine by the type of product and the companies reliability on that product
Understanding your target markets and audience will help determine the products that are successful and products that would likely be more successful, with your Target Markets. Assess and Identify these 4 P’s, of the Marketing Mix, of each Product Place. Price, and Promotion
It is alway recommended, you do assessment in your physical location first. This will help identify markets online and make the internet smaller, in order to determine how to sell that specific product digitally.
A Competitive Assessment are an in-depth assessment, that looks at aspects of your competition Strengths, Weaknesses, Opportunities and Threats, by assessing their business, the same way we are teaching you to assess your business. Determine the degree of research based on the significance of impact on your business. The objective of this assessment .is to determine both a offensive and defensive marketing strategy yo grow your business,
Unique Selling Points(USP) Assessment
Assessment should be completed in cooperation with: Target Market, Distribution Channel, Customer Relationship Management Competitors, Product(s) Assessments.
Understanding what is unique about your business, is the key to success. It separates you from the competition. Understanding your markets, the unique qualities of your product and services consumers enjoy. your USP’s will be easier found with in-store research and reviews. Customer Feedback, Observation. It will also help to identify the qualities, that make you unique from competitors.
Tangible Products always have the same Unique selling points online. Depending on distribution. Many times you can find other markets that may find different variations of Unique Selling Points, with each product(s)
The intangible elements of your products, services and brand, can differ online, from in-store. Although, your marketing strategy digitally and in-store should run hand in hand, find ways to not strain the image of your brand and extend to new markets online.
Assessment should be completed in cooperation with: Target Market, Competitive, Customer Relationship Management Industry, Industry Assessment
Both Physical and Digital
To understand Trends, you need to understand the needs and wants of your customers and markets. Understanding the industry, competitors, distribution channels, and how customer relationship management systems, the future of digital and how technology is evolving, is key to understanding new trends. It draws a map of how to get ahead in the future.
Customer Relationship Management Assessment
Assessment should be completed in cooperation with: Target Market, Product(s), Branding, Promotions, Unique Selling Points Assessments
Customer Relationship Management is an assessment of your businesses customer contact points a long with how you manage relationships among your customers. This assessment will tell you how you can improve communication and building relationships with different customers. In this competitive era of marketing, you want to circulate and synchronize your physical marketing relationship with a digital marketing relationship.
Assessment should be completed in Cooperation with: Target Market, Competitive, Unique Selling Points, Customer Relationship Management.
A Promotional Assessment should be completed with an overview of all marketing events, activities and promotions. When doing this assessment, it should be formulated and correspond with your target markets. Unique Selling Points, Sustainability, Feasibility, Distribution Channels and Branding Assessment. It should encompass measurable goals and objectives. It should be well thought-out and a sequenced and organized event, that is developed into a marketing strategy, or an event pre-thought out with your marketing strategy… A Promotional campaign should always be well researched.
Uninformed promotional campaigns like on-going coupons or discounts, can hurt your business. Consumers can come to expect a discount, if a promotional campaign runs too long
Both your Digital and Physical Marketing Campaigns should be assessed and created both separately and together.
This Assessment should Correspond with all other assessments
A Brand assessment is perceptual assessment. This assessment is to create a map of ow you see and would like to see your brand, how customers and markets perceive your brand. perception means everything in today’s competitive era. Once you understand all perception, you want to understand how all company aspects and events determine consumers behavior. Once you understand this, you want to determine a successfully strategy and objective to get your business where you want it to be in the consumers mind. This assessments draws on all other assessments. to fully identify your brand.
Although your physical and digital branding can vary, they should echo and compliment each other.
This assessment takes into context all other assessments.
An Industry assessment looks mainly at direct competitors, indirect competitors, as well as large successful companies.. the assessment will magnify and highlight successful companies within your industry, how your local and digital competitors are building their brand, in relationship to the industry. You want to pin point successful marketing events and strategies throughout the years, and where is the industry moving towards. This information can be critical to developing your marketing strategy.
The objective is to look at a 360 view of where your business is, within the industry, and where is their room to build your brand.
This assessment is the most important. Having a healthy work environment will make or a break a brand. This assessment is also the easiest: this assessment should be completed by communicating to employees, hire a secret shopper, offer anonymous surveys and questionnaire handouts to employees. But mainly rely on observation and employee communication.
Internal Assessments should be completed to understand all internal matters: These include
- Employee welfare
- How employees follow procedures
- Needs of employees
- Employee role placement and Promotions
- Employee Team Placement
- Employee Environment Changes
- Financial recourse,
- Employee suggestions and recommendations (Get their input on ideas and solutions).