Want Quick, Useful Ideas on How to Improve Your Marketing? Try a Marketing Audit

Want Quick, Useful Ideas on How to Improve Your Marketing? Try a Marketing Audit
Michele Linn - Tue Aug 04, 2009 @ 01:00AM
Comments: 79

I recently had the pleasure of speaking with Jennifer Culbertson of Looking Glass Marketing. She generously agreed to share her insights on marketing audits, which, as I learned, is a great way for companies to get a fresh perspective on their marketing and campaign materials.

PencilsQ. What is a marketing audit?

A marketing audit is a review of a company's promotional marketing materials. For each audit, I review up to five pieces -- such as direct mail, collateral, email newsletters, web pages, business letters and invitations -- to make sure the materials are compelling and comply with the company's branding guidelines.

Specifically, I look at all of the material and provide suggestions on:

  • Content and messaging: Who is the target audience? How compelling is the message? Is the company really differentiating themselves?
  • Layout and use of graphics: Is the layout effective? Is the logo included? Are there any other design considerations they should be aware of to make the marketing piece more compelling?
  • Call to action: Is there a compelling call to action, and is it clear?
  • Marketing offer: Is the marketing offer applicable to the target audience, and is it strong enough to compel someone to respond?

Having a variety of pieces to review is really key so I can understand messaging and make sure there's consistency in the look and feel as well as understand the overall objective of each piece.

Q. Why do companies decide to do an audit?

Some clients struggle with developing and executing a clear and consistent marketing plan. They look for guidance on how to develop a consistent marketing plan and typically that requires a look at what they have done in the past. As a starting place, I ask to look at their past marketing materials, and that is where the marketing audit comes into play.

The marketing audit gives them a snapshot of how they are doing and where they need to improve, and it also gets them thinking about other things they need to be doing, whether it is planning, being more focused or creating a consistent marketing message.

Q. What are the benefits of doing a marketing audit?

I work with a lot of small and medium-size businesses that do not have a dedicated marketing person, so branding is not top of mind. It's really helpful to have an experienced marketing professional review their materials with a fresh and educated perspective.

Q. How often do you suggest a company do a marketing audit?

At a minimum, I would suggest doing a marketing audit on an annual basis. It's a great way to keep on top of your marketing messaging and overall branding. And, in organizations that lack someone looking at this all the time, things can easily get lost and easily mis-communicated to the market.

Q. When you perform your audits, what are the most common mistakes you see?

I see a lack of consistency. In a small business, they may be tapping into software programs that have templates to create their materials. Although this approach is quick and dirty, each piece looks completely different, and they're losing a lot of impact. Instead, it's better to make a small investment with a designer who can create a consistent look and feel for their materials.

As I review materials, I also get into a discussion on how clients use their materials. A lot of times, they'll admit they're haphazard in their approach and just throw things out there to see what sticks. Of course, it's much better to have a plan that includes priorities and a set schedule on execution.

Time and time again, I see direct mail or email pieces that lack a good marketing offer or call to action. Marketing materials that say "Give us a call", is not typically a good way to get your audience to respond. Instead, clients need to think about what type of offers their target audience would be interested in and then use strong action words to get them to take action. A good example of this would be "Register today for this one-time event. Seating is limited!"

Q. If a company is using an outside resource for a marketing audit, what types of things should they look for?

Ideally, you'd would want to hire someone who has experience in your particular industry, whether it is technology, health care, etc. You want someone who understands your target audience and the nuances of your industry, such as messaging, issues and acronyms.

It's also helpful to use someone who has some background with design and layout. This person doesn't need to be a graphic designer, but they need to understand the basics.

Lastly, it's great to have a professional who has developed and executed successful marketing campaigns themselves because they know what has and has not worked.

Q. Truth be told, before we talked, I thought a marketing audit was a market analysis, but I think this is a great approach for a company that may not have the resources to do a more detailed review.

What's great about the audits is that clients can take the recommendations and start using them right away. For instance, they can add an offer or place the call to action in the right spots in an email (at the beginning, middle and end). They also can use this information when creating future materials.

The marketing audit has been a huge help to my clients who typically aren't marketing savvy. They typically wear many hats in the organization and marketing is important but not their core competency. The audits are a great way for businesses looking for help and direction as well as get a fresh perspective on their marketing efforts.

Read more Savvy B2B posts from Michele.

Comments: 79

Comments

51. mp3tram   |   Mon May 25, 2015 @ 05:29AM

Select the ones that can bring out the feelings in them. Also, don't ignore that you have to consider the duration of the songs because sometimes, it also issues http://mp3tram.net/

52. Jose Barnes   |   Wed Jun 03, 2015 @ 11:59PM

A few customers battle with creating and executing an unmistakable and reliable promoting arrangement. They search for direction on the most proficient method to build up a reliable advertising arrangement and normally that obliges a glance at what they have done before.
https://labellemoments.com/gifts/personalized-groomsmens-gifts.html

53. franklin   |   Wed Jun 24, 2015 @ 05:31AM
54. siva   |   Tue Sep 22, 2015 @ 02:40AM
55. rghjrghi   |   Wed Jan 06, 2016 @ 02:34AM

and it contains many useful information foDiscount vapor code
http://discountvaporcode.com
Vape mods
http://discountvaporcode.com/vape-mods/
Vape pen
http://discountvaporcode.com/vape-pen/
Vape eliquid
http://discountvaporcode.com/eliquid/

56. ZSong  |  my website   |   Thu Jan 21, 2016 @ 01:13PM

everyone has right to type their own viewpoint when it comes to what they consider excellent exercise songs. http://zsongs.com/

57. devidmiller5060   |   Mon Feb 01, 2016 @ 06:00AM

holder or structure would be a realistic and welcome present for your movie fan in assisting to control that ever-growing selection and bring some order to it. Of course you have the electronic front side as well. This is the same idea as saving all of your music on your computer. Many organizations create gadgets specifically for press storage space like this. There are even organizations like Kaleidoscope and PrimeArray which create techniques that provide as storage space and web servers. This implies all films are stored on a electronic hard drive. The cherry on top though is that these gadgets then offer a method for discuss all that data across a system and acquire your entire movie selection with one mobile on your distant. Having accessibility to any movie in your selection without having to get up and change out disks, etc. These however can get expensive. Some even more expensive than the TVs themselves. But the techphile/cinephile in your lifestyle would want it.http://movieswatchz.weebly.com/

58. devidmiller5060   |   Mon Feb 01, 2016 @ 05:59AM

holder or structure would be a realistic and welcome present for your movie fan in assisting to control that ever-growing selection and bring some order to it. Of course you have the electronic front side as well. This is the same idea as saving all of your music on your computer. Many organizations create gadgets specifically for press storage space like this. There are even organizations like Kaleidoscope and PrimeArray which create techniques that provide as storage space and web servers. This implies all films are stored on a electronic hard drive. The cherry on top though is that these gadgets then offer a method for discuss all that data across a system and acquire your entire movie selection with one mobile on your distant. Having accessibility to any movie in your selection without having to get up and change out disks, etc. These however can get expensive. Some even more expensive than the TVs themselves. But the techphile/cinephile in your lifestyle would want it.http://movieswatchz.weebly.com/

59. Zain Ali  |  my website   |   Mon Apr 25, 2016 @ 03:56PM

Download all songs in mp3 format from http://www.submp3.com/

60. klester   |   Mon May 16, 2016 @ 06:41AM
62. Leonard Bockman  |  my website   |   Mon Jun 06, 2016 @ 01:52AM

With web marketing, unique info displays information on the sex, era and their location of an individual's. Additional information involves quantities of schooling and jobs, creating for quickly identified and appropriate target advertising.

63. emmy   |   Wed Oct 19, 2016 @ 12:25AM
64. mp3dax  |  my website   |   Sun Nov 27, 2016 @ 07:30AM

everyone has a right to type their own viewpoint when it comes to what they consider excellent exercise songs http://www.mp3dax.com

Top 100 mp3 songs download
http://www.mp3dax.com/top100.php

65. hola  |  my website   |   Fri Dec 23, 2016 @ 06:03AM

Good job! You guys do a great blog, and have some great contents. Keep up the good work http://mp3mks.com/download/starboy-live-from-the-victoria%E2%80%99s-secret-fashion-show-2016-in-paris

66. hellowin  |  my website   |   Fri Dec 23, 2016 @ 06:06AM
67. Naveed   |   Sun Aug 20, 2017 @ 11:22AM

For sure when it comes to songs for marketing the one and only https://songspk.io

68. Mp3   |   Sun Aug 20, 2017 @ 11:29AM

Bing0 marketing is awesome with bollywood and indian marketers using websites like

https://www.musicoye.com
https://funmaza.in
https://www.badtameez.pk
https://www.checkmatepk.com
https://djmaza.life
https://papa.pk

70. The House Next Door Mp3 Song  |  my website   |   Tue Oct 17, 2017 @ 05:11AM

With web marketing, unique info displays information on the sex, era and their location of an individual's. Additional information involves quantities of schooling and jobs, creating for quickly identified and appropriate target advertising.

71. Bollywood New Mp3 Song Download  |  my website   |   Fri Nov 10, 2017 @ 03:09AM

Bollywood Update Music Site list-
http://songspkmax.com/
Songspkmania
songgspk
songspksen

72. azizul  |  my website   |   Fri Nov 10, 2017 @ 03:11AM

http://songspkmax.com/ is one of the mp3 downloading platfrom.

73. Kate Wilson  |  my website   |   Sat Dec 30, 2017 @ 04:25PM

Know your strengths and weaknesses as well, Audit make ours work simple and quick it also save our lot more time as well,
And
it is really a awesome blog, also thanks for this awesome post!
https://courseexperts.co.uk/

74. Yooying  |  my website   |   Tue Jan 02, 2018 @ 04:16AM

This is what I was not taught in school. Thank you for sharing this great article!
https://www.yooying.org/

75. Robert Jeus  |  my website   |   Mon Jan 22, 2018 @ 09:28AM

For sure when it comes to songs for marketing the one and only http://raagtune.me/

Hindi Mp3 Song (http://raagtune.me/albums/hindi/Padmavat/km1a.html)

76. Website Design Pakistan  |  my website   |   Fri Feb 02, 2018 @ 03:58AM

Such A Nice Post, Keep Providing Good Resources.

Previous 1 2 Next

Post a Comment




powered by Doodlekit™ Free Website Builder