Please fill in the questionnaire, save the file as a PDF and email back to us
at least 2 working days prior our scheduled review date
The perception your customers have about
your business is directly related to your
A comprehensive analysis of your marketing
communication efforts, the Stark Reality Check
will provide you with a clear direction of how
your business can increase the return on your
1. You will discover the areas of your
marketing that need immediate attention
to improve sales.
2. You will learn the most cost effective ways “For many organisations the cost of Communication - reaching their
to promote your business and minimize intended audience - is their greatest cost, yet most Professional
your cost per lead, online and ofﬂine. Services and B2B companies do not budget for this ongoing investment
or utilise the basic principles and processes required to maximise their
R.O.I” Gene Stark.
3. Get an understanding of how to truly
differentiate yourself from your
competitors and make a lasting and
positive impression with your prospects
Where do the majority of your leads come from?
What is your average cost per lead?
What is your conversion rate?
Do you know the Lifetime Value of your
What other methods of lead generation have you
What are your 3 greatest marketing and sales
What do you believe is the problem?
What prevents you from overcoming the
What would be the effect on Revenue if you
doubled your conversion rate?
What is the Company name?
Does the name make a promise or tell a story?
Is the name descriptive or does it suggest a
feature or beneﬁt?
Does the name differentiate you from
competitors and make you unforgettable?
If you have numerous products or services, do
their names support your company brand name?
Does it provide a deep well of marketing and
advertising images, making it PR worthy and
easy for you to promote?
How do you deﬁne your core business?
Mousetraps v Absence of Mice
What is your Unique Selling Proposition? (USP)
What is your Positioning Statement? (Slogan /
Tagline - creative interpretation of your USP)
Does your Positioning differentiate the business
(Communicate the USP)?
Does your Positioning provide a Creative
(Campaignable and Sustainable) platform
Are the beneﬁts expressed explicitly (better than
implied) to the customer?
Does the positioning work well with / provide
support to the brand name?
Is your Positioning focused and simple?
What word do you “own” in the mind of your
Who are your current customers?
How did they ﬁnd you (or you them)?
Who are your customers’ inﬂuencers? Who do
they listen to and respect?
What do your customers want? What makes
them happy and what are they afraid of?
MAIN COMPETITORS (List website address) POSITIONING (SLOGAN / TAGLINE)
WEBSITE & DATABASE YOUR MARKETING FOUNDATIONS
How many unique visitors do you get to your site
How long do they stay there?
How many of them Buy (per month) or perform an
action (respond) in the way that you want them to?
Call, Register, etc
What is the Average Value of your Sale?
How many names do you collect on a monthly
basis via your website?
How many contacts do you currently have in your
database with a permission to email?
Do you have an ongoing email campaign planned
3- 6 months advance?
How many contacts (complete name & addresses
details) do you currently have in your database?
How often do you communicate with your
customers and prospects?
Do you have a blog?
Do you have Video on your website?
WEBSITE & DATABASE YOUR MARKETING FOUNDATIONS
What is the monthly volume of Keyword Phrase What is the Average Cost Per Click for your top
(KWP) searches for your product or service by keywords (keyword phrases) to appear on the front
(KWP) page of Search Engines?
How many of your direct competitors are on the ﬁrst
2 pages of Organic Search Results?
Who are they—list them.
How many links point to your site?
How many links does your biggest competitors have
pointing to their site?
Currently Your Website is.... PULL - Credibility and Directly attributable
Sales or Leads
Website is able to cost effectively attract enough
visits to satisfy current ROI...
PUSH - Credibility and Indirect source of Leads
In the short term (at least the next 6 months) you
need to drive trafﬁc to your website using other
forms of online and ofﬂine communication rather
than SEO and PPC.
CREATIVE STRATEGY (WEB-CENTRIC*) COMMENTS
*Applies to all other forms of media communication
Design Yes No
Do all design elements work well together?
Is the colour scheme used to differentiate the website?
Does the colour scheme work well with the logo?
Is the ﬂash used appropriately?
Is the font type / size / colour in line with the brand and easy to
Is the line spacing adequate?
Do banners / main visuals capture attention and interest (quickly)?
Are the images original, creative and appropriate?
Are the visuals used to reinforce the beneﬁts or the brand?
Is there a story or a theme?
Does the story support the brand positioning and / or brand name?
Is the story told throughout the website?
Are there headlines throughout the site?
Do the headlines grab attention?
Are there sub headings breaking up chunks of text?
Customer focused (you - dominant)
or Company focused (we - dominant)
Are the messages immediately comprehensible?
Is there too much industry speciﬁc jargon?
Are the menu’s simple to understand and easy to use?
Is it easy to ﬁnd information easily?
Call To Action
Does the website tell its visitors what it wants them to do next?
Is it easy to respond to EACH of the “Call to Action” offers?
WHICH PROMOTIONAL TOOLS ARE COMMENTS
Do you have a professional presentations* easily tailored for Yes No
each target segment?
Concise Elevator Pitch, Powerpoint, Video, etc
Do you have professional* brochures?
(hard copy and electronic)
Are they available from your website?
Do you have professional* Questionnaires, Templates?
What forms of Networking do you currently undertake?
Online, e.g.: LinkedIn, Facebook, Industry Blogs
Do you write Reports, White Papers, Articles? How often?
Have you written a book about your area of expertise, provid-
ing value to prospects and showing them how they can better
solve their challenges and satisfy their needs?
What other forms of Direct Marketing do you currently utilise?
Do you have any Speaking Engagements?
Do you currently invest in any Online Media Advertising?
Do you currently invest in any Traditional (Mass Media)
* Professional—Capitalizing on your brand name, personality, positioning statement