- Do you ‘make what you can sell’ or try to ‘sell what you can make’?
- How carefully do you collect and analyse your sales data?
- What are the key research objectives you need to answer? Have you carried out any primary research? How objective have you made it?
- What is your ideal customer profile? Does it exist in your area?
- Have you clearly identified your USP? What sort of potential market does this direct you to? Does it exist in your area?
- Have you considered all potential markets in your area? Are you going for the most accessible and/or lucrative? If not, are you happy why this is the case?
- How can you best reach your customers? Do you have any experience with this form of media? Do you know how best to utilise it?
- Are you confident your cost of marketing for any event is less than its minimum likely return? If not, do you know why you are spending money on it?
- Does your product or service lend itself to direct marketing? If not, are you sure there is not an angle you are missing?
- Consider using an advertising agency if you plan to spend more than £10,000 on advertising.
- Have you considered investing in a PR agent? If so, do you have a mutually agreed list of targets and a timetable to achieve them by?
- Be careful to evaluate the benefits of taking space at trade exhibitions before committing to the expense.
For any advice relating to the law of advertising and marketing (whether on-line or otherwise), please contact Joanna Tall at email@example.com.
Checklist Source: Start Up & Run Your Own Business: The Essential Guide to Planning, Funding & Growing your New Enterprise by Jonathan Reuvid (Kogan Page; 8th edition 2011)