Global marketing survey 2022

Dear colleagues,

With this survey we would like to learn more about your local marketing organization. Your answers will help us to gain insights into your marketing activities in order to make global marketing even stronger and more effective – to the benefit of all of us. This will enable us to provide you with more targeted support for your activities in the future and to use synergies across all Fischer subsidiaries.

Please take the time to answer the questions in as much detail as possible until 7th October 2022. We highly appreciate to know more about the following topics:

  1. Personal data
  2. Marketing organization
  3. Marketing channels
  4. Strategy
  5. General
  6. Budget
  7. Support by headquarter
  8. Wishes and improvements

Note: If you want to continue later with completing the survey, your data will be saved in your browser. You can close your browser or tab as long as you don’t delete your cookies. If you have any technical issues, please contact us at marcom@helmut-fischer.com

Survey

    • 1

      Personal data

    • 2

      Marketing organization

    • 3

      Marketing channels

    • 4

      Strategy

    • 5

      General

    • 6

      Budget

    • 7

      Support from headquarters

    • 8

      Wishes and improvements

    1/8

    Personal data

    1. Personal data

    Surname:

    First name:

    Position:

    Fischer Subsidiary:

    0%

    2. Marketing organization

    2.1. Marketing team
    Only filled in by General manager, all others please skip the question.
    How many people do you have within your marketing team, what is their function and how much time do they spend on Marketing?

    Salutation

    Surname

    First name

    E-mail

    Function

    h/week

    Employed
    at Fischer
    since

    (Note internally: We would include all of these people in future communications)

    14%

    3. Marketing channels

    3.1. Marketing channels, relevance and localization
    Which marketing channels do you actively use? What relevance do these have in the context of your marketing activities? Which of these have you localized to your market or language?

    Marketing channels

    Scale 1: Options: We use it actively, We use it irregularly, We don‘t use it, Planned

    Scale 2: How important is this channel/activity to you? Please rate on a scale of 1 (not important) to 5 (very important)

    Scale 3: Is it localized to your market or language?

    3.1.1. Website

    Corporate Website

    Blog

    Landing pages

    If you have a own landingpages, please provide us the URL:

    Online shop

    If you have a own online shop, please provide us the URL:

    Search engine optimization (SEO activities like keyword search, etc.)

    3.1.2. Content

    Application notes

    Customer quotes

    Case studies/Success stories

    Technical articles

    Whitepaper / Scientific paper

    3.1.3. Videos

    Product videos

    Tutorials

    Employer branding videos

    Company videos/Image videos

    3.1.4. Social Media

    LinkedIn

    Facebook

    YouTube

    Instagram

    Twitter

    Xing

    Kununu

    3.1.5. Ads

    Google Ads

    Microsoft Advertising

    Social Media Paid Ads

    Print Ads

    3.1.6. Online

    Google MyBusiness

    Database entries (company directories, address databases, etc.)

    3.1.7. Newsletter/Mailings

    Customer mailings

    Internal employee mailings

    3.1.8. Customer events

    Trade fairs

    Conferences

    Webinars

    Application days

    Product trainings

    Sample testing live

    3.1.9. Printed products

    Brochures printed

    Brochures digital

    Flyers printed

    Flyers digital

    Posters

    Roll-ups

    3.1.10. Press relations

    Press releases

    Press events

    3.1.11. Promo materials

    Writing pads

    Sticky notes

    Pens

    Mouse pads

    Mugs

    Baseball caps

    Clothing (like polo shirts and sweatshirts)

    3.1.12. Miscellaneous

    Company presentation

    Business cards

    E-mail banner/Mail signature

    3.1.13. Contact possibilities

    Telephone

    E-mail

    3.1.14. Other

    28%

    4. Strategy

    4.1. Brand values
    What values do you associate with Fischer? (adjectives, e. g. conservative, dynamic, inspiring, convincing)

    4.2. Slogan

    4.2.1.
    How do you rate the company slogan "Measuring Made Easy"?
    Please rate on a scale of 1 (not good at all) to 5 (very good)

    12345

    4.2.2.
    How much is it used in your communication?

    We use it activelyWe use it irregularlyWe don‘t use itPlanned

    4.3. Marketing strategy
    Which marketing documents are available or have been created by your team?

    Marketing goals

    AvailableNot availablePlanned

    Marketing activity plan

    AvailableNot availablePlanned

    Target group description / Customer personas

    AvailableNot availablePlanned

    Customer journey

    AvailableNot availablePlanned

    Please attach below the marketing documents which are available or have been created by your team from 2022 and 2023 (only xls, pdf, doc and ppt documents are allowed):

    4.4. Marketing performance measurement
    Do you collect and track any key performance indicators for marketing activities? (e. g. social media, events, mailings and newsletters, editorial)? If yes, which ones?

    42%

    5. General

    5.1. Marketing product launches
    For 2023 - with respective to XDV launch

    5.1.1. What is important to you while preparing the launch package?

    5.1.2. What do we have to consider in addition for the next launch?

    5.1.3. How much time is required for adjusting marketing material to your local market and language?

    5.2. External support
    Do you have marketing support from agencies or external service providers? If yes, for which purpose?

    5.3. Systems and tools
    Do you use one of the following systems and tools in your marketing team? If yes, which ones?

    Customer relationship management system:

    Marketing automation solution:

    Adobe:

    Mailing:

    Online shop:

    SEO:

    Additional tools for Social Media:

    Other:

    57%

    6. Budget
    Only filled in by General Manager, all others please skip the question

    6.1. Annual marketing budget
    What is your annual marketing budget in Euro/USD?

    Year

    Budget

    Euro/USD

    2020

    2021

    2022

    2023

    6.2. Marketing budget per marketing channel
    What are the five most important marketing channels in your main target market and how is the marketing budget distributed among these channels in %? (average of 2021 and 2022)

    Channel

    %

    6.3. Share of marketing budget revenue
    What is the approximate percentage of your revenue that is allocated to the marketing budget? (average of 2021 and 2022)

    %

    71%

    7. Support from headquarters (HQ)

    7.1. Cooperation with HQ team
    How would you rate the cooperation with the HQ marketing team?
    Please rate on a scale of 1 (not good at all) to 5 (very good)

    Response time

    12345

    Quality

    12345

    Processing time

    12345

    Lines of communication

    12345

    7.2. Global marketing call
    How would you rate the quarterly global marketing meeting?
    Please rate on a scale of 1 (not good at all) to 5 (very good)

    Frequency

    12345

    Topics and content

    12345

    Opportunity for exchange and discussion

    12345

    7.3. Platforms
    Which marketing platforms provided by HQ do you know and how much do you use them?

    Dataspace

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    DAM

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Confluence

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Sharepoint

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    7.4. Templates and documents
    Which marketing documents provided by HQ do you know and how much do you use them?

    Corporate design style guide

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Social Media guide

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Google MyBusiness guide

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Press release template

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Powerpoint and Word templates

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Business cards template

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    InDesign templates, e. g. advertisements,
    E-mail banners, flyer

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Overview promo articles

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    Official company description

    We use it activelyWe use it irregularlyWe don‘t use itI don't know it

    85%

    8. Wishes and improvements
    Do you have any other remarks, comments or wishes?

    100%