4 Key Marketing Questions Every Business Must First Answer

by Bill Lavidge, CEO of LAVIDGE

Bill Lavidge

There are several questions businesses should answer before beginning any form of post-COVID marketing.

The first question that a company needs to address is whether the business is truly ready to be marketed. As we know, many businesses post-COVID are currently struggling with staffing and product scarcity. Marketing before the business is ready can be considered De-Marketing, which can lead to a loss of customers and damage its image.

The second question that needs to be answered is, “Does the business have adequate financial resources to undertake a continuous marketing effort?” Too often, businesses underspend due to budget constraints, then are disappointed by the results.

The third question is, “Has the business successfully used marketing in the past?” If so, they should have some residual benefit of past efforts that they can build upon. If not, then they must realize that starting from scratch will take longer to build up awareness and preference for their products and/or services. 

Finally, has the business created a well-researched marketing plan that outlines the strategies that will be implemented, the dollars dedicated to each tactic, the timeframe, and the anticipated results?

LAVIDGE is an employee-owned marketing communications agency that focuses on discovering and communicating insights that inspire, engage and motivate. Our unified approach encompasses advertising, public relations, digital and multicultural services. Since 1982, we’ve been successfully helping a wide variety of clients in industries that include healthcare, real estate, education, technology, sports, personal care, food service and government. 

This is one segment of the August 2021 cover story “Coming Back: How Marketing Will Build (Back) Business after COVID-19.” 

Click here to check out the other 10 businesses and the cover designs they submitted for the Cover Story Cover Contest (winner was featured as the actual magazine cover).

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