HoReCa Expert: Online Marketing Questionnaire

Please answer the following questions to the best of your knowledge. If you do not know the answer, mark the Can't Say field. If an answer suitable or appropriate, type in NA for Not Applicable.

Name First Last
E-mail
Designation / Professional Function
Phone - (###) - ### ####
Date / DD / MM YYYY
Business website
Describe the nature of your business in one sentence.

Example: We help companies reach new markets.
How many people in your company are directly engaged in marketing?
What is the level of computer skills of your marketing people?
How long has your website been online? 2-4 years 4-6 years 6-8 years 8-10 years More than 10 years
When was the last time you re-designed your website?
List in order of priority the products / services most critical to your business' success.

1. New Products 2. Innovation 3. After-sales service
What words / phrases do you think people will use to look for your website in each of the product / services mentioned above?

1. Professional Kitchen Equipment 2. Restaurant Furnishings 3. Hotel Refrigerators
List the websites of your main competitors.

www.franke.com www.bilancia.ro www.topk.ro
What role does your website play in your current marketing strategy?
Which online marketing options do you currently use in your overall marketing? Direct Mail Marketing Bookmarking Third-party links Blogs Podcasts RSS Feeds Pay Per Click Ads Video Sites Facebook LinkedIn Twitter Skype Myspace YouTube Flickr Mobile marketing
Details of any search engine marketing (SEO/SEM) that has been carried out for your website.
Who are your target customers/demographics?
What is your geographic target? Local Regional National Neighbouring Countries Tourism Hotspots
Please clarify your targets as checked above.

Give names of cities and destinations.
Mark your goals for Search Engine Marketing. More visibility Brand promotion Higher rankings More visitors Lead capture Sales conversion Return on investment
With regards to your advertising budget, approximately how much do you spend in a year for search engine marketing?
How often you do create and post new content on your website? Once a week Several times a week Once a month Once in 2 months Once in 3 months A few times a year
As a player in the highly sophisticated HORECA equipment market in the E.U., what is your company's Unique Selling Proposition (USP)?
How frequently do you collect and analyze visitors statistics for your website? More than once a week Once a week Once a month Once in 3 months Once in 6 months We don't do it much these days
What traffic techniques do you use to increase traffic to your website?
Approximately how many visitors do you get to your website every month?
How many sales and leads to you get from your website every month?
What is your conversion rate of Leads (% of sales to site visitors)
What percentage of your annual revenue comes from Leads generated through the Internet?
How much are you currently spending each month to get online traffic?
How many new customers do you generate through your online marketing every month? 1-5 5-10 10-15 15-20 20-50
How many product/services enquiries do you generate through online marketing every month? 1-5 5-10 10-15 15-20 20-50
Do you have an automated system of collecting and updating your e-mail lists?
How often do you contact people on your mailing lists?
What are the three biggest business challenges you are currently facing.
What has been your best advertising method, and what is that cost per Lead?
What do you do with Leads that DO NOT purchase from you?
What is the economic state of your industry? Recession Recovery Stagnation Marginal Growth Rapid Growth
What are your most important marketing methods? Printed catalogues & brochures Direct mail campaigns Advertising exposure Trade fairs & exhibitions Website Customer references Online marketing strategy Social media marketing Mobile devices marketing
What are your least used marketing methods? Printed catalogues & brochures Direct mail campaigns Advertising exposure Trade fairs & exhibitions Website Customer references Online marketing strategy Social media marketing Mobile devices marketing
Which of these online marketing options do you use? Content downloads Digital newsletter Autoresponder support Website analytics Article marketing Press Release submission Affiliate marketing Content sharing and distribution Word-of-mouth referrals
Who are your best customers? 5-star & luxury hotels 3 & 4-star hotels International hotel chains New hotels New restaurants Holiday resort developers Fast-food outlets Luxury property builders Large manufacturing plants Canteens & cafeteria Business catering
Where do most of your new clients come from? Customer referrals Website Word-of-mouth Print Ads Radio/TV Ads Direct Mail Can't Say
Is your website and other online marketing collaterals optimized for mobile devices?
What types of payment method are accepted for your products/services? Cash Wire transfer Bank cheque Credit card Paypal Other
QUICK YES OR NO QUESTIONS
Do you target Local Business Results on Google?
Are you registered with the online local business directories?
Do you use search engine optimization to show up in natural search results?
Do you use online Articles Marketing?
Blogging?
Online Press Releases?
Do you create and put out 1-3 minute videos of your product range?
Have you used YouTube or other video sites for marketing?
Do you use Pay-Per-Click or Pay-Per-View?
Do you test and track your main web pages?
Do you split test and track your PPC Ads?
Do you use online Classified Ad sites?
Do you use online local forums?
Do you syndicate (RSS feed) new content on your website?
Do you employ permission-based e-mail list building on your website?

HoReCa Expert: Online Marketing Questionnaire

HoReCa Expert: Online Marketing Questionnaire

QUICK YES OR NO QUESTIONS