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MAP™ Score

What's your MAP™ Score?

MAP™ Test
  1. Our company engages in primary market research (surveys, focus groups, etc.) to determine the potential for our products/services, the preferences of our customers and prospects, and other key information:
    At least annually
    Once every few years
    Rarely
    Never
  2. The average employee at our company could clearly define and express our brand, along with one or two examples of how our company is different and better than the competition:
     Definitely
    Probably
    Maybe
    The organization does not have a clear brand
  3. The last time our company completed a thorough competitive analysis that enabled us to understand the threats and opportunities we face was:
     This year
    Last year
    Two or three years ago
    Never
  4. Each marketing tactic we employ is associated with a clear, measurable objective like "increase leads by 20%" and not vague goals like "boost awareness":
     Most or all of the time
    About half the time
    Sometimes
    Rarely or never
  5. Our approach to annual media planning:
     Involves analysis of current media outlet usage, ROI figures for specific outlets, and spending analysis of competitors
    Previews the performance of all outlets, and considers new or different options for the coming year
    Focuses on readjusting last year's media buy based on what seems to be working best
    Is in response to information presented by media sales reps, passed along by management, or unearthed by staff
  6. We develop the creative elements of our advertising and marketing program, including key messages, imagery and copy, by:
    Establishing a creative platform that includes our brand and key differentiators – a research-based foundation that brings consistency to all our marketing and communications activitie
    Building a campaign around a goal and trying to stay consistent
    Responding to a particular need at a particular time since we’re often in a rush to provide the imagery and content of our ads
    Using the same creative elements for years, Why change?

  7. The following best describes our organization's Web site:
    Up-to-date and compelling; provides measurable results.
    Pretty good, though it could use a facelift.
    Needs several new features to engage customers.
    It's basically an online brochure.
  8. Near the end of a typical annual marketing cycle, our organization's approach to budgeting for the coming year can best be described this way:
    We carefully review how each tactic performed against the established benchmarks, and use that data to allocate funds to existing and new initiatives
    We look at overall sales, make an attempt to determine which tactics were responsible for improvements and/or underperformance, and alter our plan based on these insights
    We try to get a "feel" for what has been working and make adjustments according to anecdotal input from staff
    We simply allocate the same percentage of budget to each marketing strategy that we did last year