how to identify the gaps in your marketing

More customers…sales…profit © Aardvark Marketing Consultants Ltd October 2016

Ask a business owner about marketing and they’ll usually tell you about their need to update their website, gets to grips with social media or create a new brochure.

If your marketing isn’t as effective at generating leads as you’d like it to be, this webinar is for you. Gill Hutchinson of Aardvark Marketing shares a process they use with clients to identify areas that can be improved.

There is a link at the end of this deck to the associated blog and webinar recording.

How to Identify

the gaps in your marketing.


How to identify the gaps in your marketing

If your marketing isn’t as effective at generating leads as you’d like it to be

Gill Hutchinson of Aardvark Marketing shares a process we use with clients to help

identify areas that can be improved.

More customers…sales…profit

How do they feel about marketing?

“It’s not adding the

value I need”

“I keep being sold

‘silver bullets’ that

don’t deliver”

“It’s just a

waste of

money”

“I’m not sure

what works and

what doesn’t”

“It isn’t helping

me reach my

vision”


How do they think they can improve?

“We just need to get our name out there

more”

“We need to

update our

website”

“We need to

do more with

social media”

“Our message

needs to get to

more people”

“We’re re-designing

our brochure with

our new logo”


“The definition of insanity is doing the same thing over and over again, but expecting different results”.


The Marketing Success Wheel

One of our 60 proven Marketing tools


The Marketing Success Wheel

• Diagnostic tool– Spokes– Scores

• 3 key indicators– Size– Roundness– Consistency

• Indicators not facts!

1

2

3

4

5

6

7

8

9

10

11

12


Self-assessment questions

1. Customer Understanding: score ___ out of 1010 out of 10: we have a strong understanding of our customers, their goals and challenges and what they require from us

2. Customer & product mix: score ___ out of 1010 out of 10: we have a well-balanced mix of industries, customers and products, creating sufficient opportunities for sales and profit growth

3. Competitor Understanding: score ___ out of 1010 out of 10: We know who our key competitors are, and understand our relative strengths and weaknesses against them


Self-assessment questions4. Proposition: score ___ out of 10

10 out of 10: We have clearly defined what we offer to our customers, how we differentiate ourselves from our competitors and communicate this effectively

5. Business Goals: score ___ out of 1010 out of 10: We have clearly defined business goals, communicated throughout the business and I understand how my role contributes to their achievement

6. New Business Development: score ___ out of 1010 out of 10: We have a proven process which everyone follows for identifying and converting enough new business opportunities to hit our targets


Self-assessment questions

7. Marketing Objectives: score ___ out of 1010 out of 10: We have defined what we need marketing to deliver in order to meet our business goals and I am clear on what I can expect from marketing in my role

8. Marketing Strategy: score ___ out of 1010 out of 10: There is a written marketing strategy which has been shared with me and I understand the role marketing plays within the business

9. Marketing Investment: score ___ out of 1010 out of 10: The business invests sufficient time and money in marketing support to help me achieve my targets


Self-assessment questions10. Marketing Plan: score ___ out of 10

10 out of 10: There is an annual marketing plan which we stick to and I regularly inform customers and prospects of key future activities that are relevant to them

11. Implementation: score ___ out of 1010 out of 10: We adhere to the marketing plan and implement all activities effectively and at a high quality relative to our competitors

12. Marketing KPIs: score ___ out of 1010 out of 10: Our marketing activity is regularly tracked and reported so I know how well it is working and can be confident that it will support me in my role


Plot your results

1. Mark your scores on the 12 axes on the graph, where 1 is close to the centre and 10 is at the circumference of the wheel

2. Join the dots around the circle from 1 to 12


Average scores - £7 million turnover business

1. Customer Understanding2. Customer & product mix3. Competitor Understanding4. Proposition5. Business Goals6. New Business Development7. Marketing Objectives8. Marketing Strategy9. Marketing Investment10. Marketing Plan11. Implementation12. Marketing KPIs

1

2

3

4

5

6

7

8

9

10

11

12


Individual scores of the directors and senior managers


1

2

3

4

5

6

7

8

9

10

11

12

Average


Scores by group - staff and head office


1

2

3

4

5

6

7

8

9

10

11

12

AverageStaffHead office


Review your scores

How big is your wheel?– A small wheel = your marketing can be much

more potent– Average score (all dimensions) = 3.9


Review your scores

How smooth is your wheel?– A bumpy ride = our marketing can be more

consistent– Highest score = 6.1 (Customer understanding)– Lowest score = 1.8 (Marketing KPIs)


Review your scores

How inconsistent are the scores between individuals?Large differences = we need to have more shared understanding of our marketing

– Difference between highest & lowest scorers• All dimensions = 3.8 (5.3 vs. 1.5)• Individual dimensions


Review your scores

Did any of the questions surprise you?


Next steps?

Average quick wins identified = 12Average strategic foundation opportunities = 34


Thanks for listening!

Any questions?Contact Gill on 0121 222 5743 or

email [email protected]


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You can read the associated blog and listen to a live recording of this presentation by clicking here

You can read Gill’s profile here

http://www.biz-smart.co.uk/smart-room/

http://www.biz-smart.co.uk/blog/how-to-identify-the-gaps-in-your-marketing/

http://www.biz-smart.co.uk/select-members/aardvark-marketing-consultants/


•Need a sounding board for your ideas?•Need to know what to prioritise?•Want someone to challenge your assumptions?

https://www.youtube.com/watch?v=CN0_d__cRik


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