Screen Reader Mode Icon Check SCREEN READER MODE to make this survey compatible with screen readers. Brand Equity Index Orientation Question Title * 1. Contact information Company State/Province Email Address OK Question Title * 2. What is your top Key Objective Result (KOR) priority? Increasing year over year revenue growth Becoming profitable Achieving 10% profitability Achieving more than 20% profitability Sustaining current growth and profitability Achieving growth and profitability OK Question Title * 3. What is your top Key Performance Indicator (KPI) priority? Improve customer acquisition Improve customer retention Improve customer LTV (lifetime value) Improve Net Promoter Score Not certain of my priority OK Question Title * 4. What is negatively impacting your ability to achieve your objective? Net customer value Sales velocity Cost of acquisition Repeat purchase rate Customer attrition Not sure OK Question Title * 5. What is your business model? Multi-channel Direct to consumer only Wholesale focused, new to eCommerce Business to business OK Question Title * 6. What is your channel mix? 10% eCommerce 20% eCommerce 30% eCommerce 40% eCommerce Greater than 50% eCommerce OK Question Title * 7. What is your annual revenue? Less than $5M $5M to $10M $10M to $20M $20M to $50M $50M to $100M Greater than $100M OK Question Title * 8. How long have you been selling online? Less than 3 years 3 to 5 years More than 5 years OK Question Title * 9. What is your online marketing vehicle mix; i.e. which of these are you currently using? PPC: Google, Bing, etc. Shopping: Google, etc. Facebook, Instagram Retargeting: Criteo, Adroll, etc. Other Social: Pinterest, etc. eMail Affiliate OK Question Title * 10. What is your offline marketing vehicle mix; i.e. which of these are you currently using? Postcard mailers Catalog Trade print advertising Event (experiential) marketing Radio Broadcast: tv, podcast, etc. None of the above OK Question Title * 11. What is your marketing spend mix? 90% acquisition, 10% retention 80% acquisition, 20% retention 70% acquisition, 30% retention 60% acquisition, 40% retention 50% acquisition, 50% retention > 90% acquisition Not sure OK Question Title * 12. How fast is your business currently growing? Not growing Growing 1% to 10% year over year Growing 11% to 15% year over year Growing 16% to 20% year over year Growing 21% to 30% year over year Growing 31% to 40% year over year Growing 41% to 50% year over year Growing 51% or more, year over year OK Question Title * 13. Do you know how good you are at turning a Prospect into a Cheerleader (a Cheerleader is defined as a customer exhibiting a long-term, regular buying habit, with high recommendation rates) for your brand? Yes No OK Question Title * 14. Can you measure how efficient your brand is at creating Cheerleaders? Yes No OK Question Title * 15. Do you know how many brand Cheerleaders you should have? Yes No OK Question Title * 16. Can you measure the affect the creation of Cheerleaders has on your ability to grow? Yes No OK Question Title * 17. Do you know the likelihood a Cheerleader for your brand will switch to another brand? Yes No OK Question Title * 18. Do you know how much additional profit you could realize if you were able to hit industry benchmarks for creating loyal buying behavior from your existing customers? Yes No OK Question Title * 19. What have you determined has set your brand apart from similar brands or competitors? Promotionally (advertising) driven Product superiority driven Purpose driven Price driven Convenience driven OK Question Title * 20. Among the following attributes which do you believe is the most valuable for first time customers vetting your brand, product, or service that will make them believe their experience was uniquely valuable? Superior customer service Unique design point of view Particular style Lower price Particular definition of quality Durability Reliability Sustainability (environmental responsibility) Celebrity or athlete endorsements Demonstration supporting a cause or mission Craftsmanship superiority Particular materials and construction expertise Origin story (e.g. Made in the USA) OK Question Title * 21. Do you know the story (the best message) your most loyal customers should be telling their friends and family when they recommend your brand or product? Extremely clearly Very clearly Somewhat clearly Not so clearly Not at all OK Question Title * 22. Do you know the target retention rate your business requires to optimize profit per customer? Yes No OK Question Title * 23. Do you have a target acquisition cost based on your efficiency in creating Cheerleaders? This one is pretty advanced, but the better you are at creating loyal, repeat purchase habits among your customers, the higher your acquisition cost can be; therefore, the first thing you need to know to create the proper marketing strategy is your efficiency of creating brand advocates. Yes No OK Question Title * 24. How do you relate to the following statement?“We are very clear what our Prospects need to know about our brand, service, and product for them to make their first purchase.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 25. How do you relate to the following statement?“We are very clear about the number of purchases our average customer needs to make annually to optimize our profit.” I think this is true I believe this is true I am 100% certain this is true I am not certain this is true I wish I knew OK Question Title * 26. How do you relate to the following statement?“We are very good at creating and distributing the content, messaging, brand value proposition, and/or product value proposition required to retain customers.” I think this is true I believe this is true I am 100% certain this is true I am not certain this is true I wish I knew OK Question Title * 27. How do you relate to the following statement?“We are very clear of the difference between our target demographic and the value our best customers seek from our brand, product, and service.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 28. How do you relate to the following statement?“We are very confident our communication efforts are connecting our consumer with our brand’s unique value.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 29. How do you relate to the following statement?“We are very clear how to improve long-term retention of new customers we acquire.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 30. How do you relate to the following statement?“We are very clear about the rate at which first time buyers need to become multi-time buyers to optimize profitability.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 31. How do you relate to the following statement?“We clearly understand the net value our multiple-time buyers should be generating relative to the net value our first time customers generate.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 32. Which of the following eCom Performance Metrics do you believe provides the greatest opportunity, when improved, to spur growth and increase profitability? Traffic/Sessions Conversion Rate Average Order Value Transactions Returns/Refunds Rate eMail Capture Rate Return on Ad Spend OK Question Title * 33. Which of the following KPI’s (Key Performance Indicators) do you believe provides the most meaningful insights for you regarding how to improve repeat purchase behavior? Net Promoter Score Customer Acquisition Cost % of Marketing Cost to Rev Repeat Purchase Rate eMail Capture Rate CAC:LTV Ratio Buyer File Growth OK Question Title * 34. Which of the following KOR’s (Key Objective Results) provides the most influential insights affecting your growth strategy? New Customer Acquisition Customer Retention Rate Customer Lifetime Value Revenue (Top Line Increase) Profitability (Cost Reduction) Gross Margin (COGS Reduction) Brand Awareness Net Margin (Cost Efficiency) OK Question Title * 35. How do you relate to the following statement?“We clearly understand the reason our business has been successful to date.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 36. How do you relate to the following statement?“We clearly understand our path forward to continue our success.” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK DONE
