My communication

Take stock of your (online and offline) communication and get tips by answering this questionnaire!

This analysis will allow you to evaluate your communication tools and the way you communicate to make your business/hotel-restaurant known.

What’s in it for you? Tips for improving your brand image, ideas for enhancing your presence on the web and on the ground, and a series of tools for adapting to societal, environmental and economic changes.

Advice: be honest and transparent in your answers, this will enable you to obtain the best advice adapted to YOUR situation.

Number of questions: 12
Approximate duration : 3 to 5 minutes

1. Is your business a Horeca?
2. Do you have a visual identity?
3. Do you have a slogan?
4. Do you know your target audience?
5. Do you feel you are making good use of your communication channels?
6. Do you have a website?
7. Are you present on social networks?
8. Have you set your communication objectives?
9. Do you have a communication plan?
10. Have you put in place ways to retain your customers?
11. What monthly budget are you willing to spend to communicate better?
12. Do you evaluate the impact of your communication actions?
13. My information

Enter your contact information to access your detailed results and download your tips. Create an account to save your history of using the platform.

Furthermore, the data below will be used for our statistical analyses but in a completely anonymous manner. Further information in this website’s General Terms and Conditions.

A visual identity is generally made up of a logo, colours and typography that allow your customers to recognise you. These are the visual elements that identify your establishment at a glance.

A slogan is a concise and original advertising phrase, designed to place the name of a product or company in the public’s mind. For example: “La Ressource – Droguerie durable et partagée”.

The target audience is the group of people for whom your product or service is intended. This is the ideal customer you want to attract to your point of sale.

A communication channel is the path through which you want to send messages.

Types of communication channel:

  • You and your staff
  • Window display
  • Printed materials (business cards, flyers, etc.)
  • Mass distribution
  • E-mailings
  • Local and national press
  • Website
  • Google My Business
  • Social networks
  • Municipal directory
  • Welcome pack for new residents (gift voucher)
  • Promotional items and goodies
  • Trade fairs, shows, local/district events
  • Radio
  • TV

A website can take different forms:

– The “business card” site or the landing page: this is a very basic website that simply contains your contact information, opening hours and a link to your social networks.

– The showcase site: this gives the Internet user all sorts of information about your establishment: your products, your services, your contact information and possibly some additional functions such as a “news” section, a photo gallery, a contact form or a product catalogue.

– The e-commerce site: this is a platform for the promotion and sale of your products.

– The blog: this is a website organised around articles/news that you publish regularly.

– etc.

No one type of website is better or more important than another. The right website is the one that is in line with your objectives.

Social networks are where internet users spend most of their time when surfing the web! A social network is a website that allows Internet users and companies to create a personal or business page and exchange information, photos and videos with their community of friends or subscribers.

The list of the main social networks:

  • Facebook page
  • Instagram page
  • Twitter page
  • Pinterest page
  • Videos/YouTube
  • LinkedIn page

Communication objectives are the reactions we want to provoke in the person receiving the message we are sending.

A communication objective is defined on three dimensions:

  • At the cognitive level (letting people know): this is the knowledge level. Communication aims to increase awareness, attention, reputation and knowledge among the target group about a brand, a product, an idea or a company.
  • At the affective level (making people like it): this is the level of appreciation. Communication acts on attitudes. Its purpose is to stimulate the interest, desire and preference of individuals.
  • At the behavioural level (making people take action): this is the action level. The goal is to cause an action resulting in a purchase or the adoption of a new behaviour.

The communication plan is a document with varying degrees of detail, listing all the planned communication actions for promoting a company, brand or event. Each communication action is linked to a defined objective so that it can be evaluated against that objective.

For example

  • Through your advice
  • Thanks to the quality of your products
  • You organise events
  • You organise competitions
  • Through discounts/promotions
  • etc.

The more structured your communication becomes, the greater the need to measure performance. If you define a strategy, with objectives, it makes sense to put in place performance indicators and evaluation processes to measure the effectiveness of your actions.

shoemaker Guy Van Belle in Anderlecht start module I evaluate my business