Your Discovery Session: The Ultimate First Date

Like any budding relationship, we want to discover everything about your business.We measure our worth by results. To get results, we build research-based plans, not whim-based ones. Our ideas are creative, vibrant and zesty, but always grounded in research. Style plus substance. Beauty and brains. We’ll never counsel you to execute tactics without the strategic intelligence to back them up.

The CFM Discovery Session doesn’t take place in a courtroom or involve a trial, but the session is a critical first step to becoming your partner and creating made-to-win strategies.

The session is primary research in the form of a mastermind meeting between your team and ours. We’ll learn all about your business, goals, resources, pressure points and past efforts. You live and breathe your brand everyday. The session allows us to dive in beside you to match our marketing PR expertise with your dreams and goals.

Our PR team develops a custom interview question set for your Discovery Session. Here’s a sample of some of the things we ask about.


What do you want your brand to do within the next six months, year, five years? What’s the big idea, the vision, the raison d'etre?


Objectives are measurables we track throughout our relationship to monitor program success. We discover objectives as we break down your goals. What do you need to achieve? Here are some examples:

  • To increase sales of our product by 30 percent in our local market

  • To engage new audiences in community decision-making

  • To attract 1,000 consumers to our summer event series

  • To build relationships with industry thought-leaders

Business Developments

Are you launching a new product or service in three months? Opening a new location? Partnering with a new retailer? Increasing distribution? Let us know now so we can leverage your efforts and get the word out to stakeholders and influentials.

Brand Promise

What makes your company special? What are your discrete differentiators? We’ll help you shape these assets into your Brand Promise and social currency.


Who do you view as your competition? What does your market share look like?


What has kept you from moving forward? What internal or external pressure points and areas of concern should we know about?


Board members, executive leadership, consumers, customers, shareholders, the media. Who’s in your orbit, who are your cheerleaders, who are the power brokers for your brand?

Target audience

Tell us about your target consumers. How old are they, where do they live and what do you know about them?

Past Efforts + Results

What have you tried? How did it go? Why?

Existing Assets

What’s already in your toolbox? An email list of 5,000, a new website, graphics and photography?

Communication Preferences

Do you prefer email to phone calls, or face-to-face meetings? Monthly, weekly, biweekly? Are your Wednesdays always packed with meetings? Let us know.

Like romantic relationships, you’ll get the best results by establishing common ground and expectations and forming a true partnership. Make sure your PR partners are asking smart questions and showing evidence of listening.

“Quality questions create a quality life. Successful people ask better questions, and as a result, they get better answers.” - Anthony Robbins

“Take the attitude of a student, never be too big to ask questions, never know too much to learn something new.” - Og Mandino