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

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

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

The Judo Marketing Planner

This Planner will forever alter the way you think about your business. The series of thought-provoking questions withinare based on timeless marketing fundamentals that will help you realize and articulate your core business strengths andcompetitive advantages.

Not only will this Planner give you a fresh perspective on your market, but it also provides us with everything we needto 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. Thisplanner 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?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2) Important facts that could be used in marketing your company (size, location, history, etc).________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3) How many years has your company been in existence?________________________________________________________________________________________________________________________________________________________________________________________________________

4) What were your company sales totals in 2006?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

7) What is your typical marketing budget for a fiscal year?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

8) How many names do you currently have on your mailing list?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

ABOUT YOUR PRODUCT/SERVICE:

9) What product/service will be the focus of this marketing piece?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

10) What are the primary features and benefits of your product/service that will interest a potential buyer?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

11) What are the strengths and weaknesses of your product/service?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

12) What is the pricing level for your product/service? Please provide pricing examples/information, if appropriate.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

13) Do you want us to list pricing in the piece?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

14) What is the average size of your normal sale or transaction?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

15) How frequently does your average customer buy from you?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

16) Has your product/service won any awards or gotten critical acclaim that we should consider including?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

17) Can you think of a compelling introductory marketing offer for new clients?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

18) Do you have a USP (unique selling proposition)? Yes No (If yes - please explain. If no - any suggestions?)____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

19) Is there a company slogan or tagline you would like us to use? Yes explain below. No but please create one for me.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

20) Please provide any other information about your product/service that may be relevant to us creating your marketing piece.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

ABOUT THE MARKETPLACE:

21) Please describe your target market. Who do you expect to buy your product/service?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

22) How competitive is the pricing in the marketplace? Very Not competitive Somewhere in between (Explain below)____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

23) What is your company’s position in the marketplace? (Market leader, new entrant, etc.)____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

24) Is your aim to reach a local, regional, or national audience?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

ABOUT YOUR COMPETITION:

25) Who are your direct competitors?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

26) Do they have any particular strengths or weaknesses that we should address in the piece?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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.)

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

28) What separates your product/service from the competition?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

29) How would your competitors describe you and your products?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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): ___________________

__ Websitehow many pages: ___

__ Postcardsingle postcard __double postcard with business reply card __

__ 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.)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

__ Brochuretrim size: ____________how many pages: ___

__ Catalogtrim size: ____________how many pages: ___

__ Corporate ID

__ Email campaign

35) If you have a product, would you like to show a photo of it in the piece we’re producing? (If yes - please describe)____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

36) Do you have any images you can provide for our use? If so, please attach/submit.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

37) Do you have customer testimonials that you want to use? If so, please attach/submit.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

38) Is there a company phone number, address, and/or web URL that we should include?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

41) Please provide any current promotional copy (i.e. writing or descriptions) you have that is used with your product/service/business.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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.

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

43) Is there a specific response code that you would like included on your marketing piece?____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

44) Are there any websites/pieces you would like us to consider as a design reference? If so, please attach/submit.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

OTHER INSTRUCTIONS/COMMENTS:Please provide any other insights, guidelines, comments, and instructions to help us prepare the perfect marketingpiece for you.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Giving small business a fighting chance.

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