Is your company not making the type of profits you’d expect? Is your association losing membership to other, more aggressive competitors? Are you implementing marketing tactics that you’re not quite sure are working? If you’ve answered “yes” to any of these questions, it’s time to schedule a Marketing Audit to determine why.
A marketing audit is a comprehensive, systematic, periodic evaluation of a company’s marketing capabilities. The purpose of the audit is to determine where the marketing function is excelling and where there might be opportunities for improvement. After conducting an audit, you will have a better understanding of your marketing organization’s capabilities, contributions and overall health and strength. This type of evaluation should be performed on a regular basis by an unbiased, independent company before establishing a new marketing plan.
Small Business Directions has performed marketing audits for various sized businesses and non-profits in numerous industries.
The audit process will include a review of various business and marketing documents such as the business plan, marketing plan, collateral and your online presence, as well as the systems, data, and processes used by marketing personnel. All of this information will be used to develop a picture of how well the marketing department is performing in a number of key areas such as strategic and tactical planning, program development and implementation, budgeting and resource allocation, market, customer and competitive analysis, measurement and reporting.
In addition to the preliminary research during the initial business review, our firm has the capabilities to perform additional research, including expert interviews, secondary research and in-depth telephone interviews with our client’s target audience(s).
Marketing strategies and tactics covered in the Marketing Audit will include:
- Company Website
- Search Engine Optimization (optional)
- Advertising (creative and placement)
- Public Relations
- Brochures and Collateral
- Direct Mail/Email Marketing
- Social Media Strategy and Implementation
- Network/Relationship Marketing
- Community Relations
- Internal Communications (optional)
- Outside agency performance (optional)
At Small Business Directions, we do our best to eliminate the “trial and error” method of marketing for our clients. In most cases, businesses have tried “a little bit of this,” and “a little bit of that,” without any research on how their target audience buys. We hear the horror stories of thousands of dollars being spent implementing incorrect marketing techniques to achieve their goals and objectives – growing their business and making more profits.
If this sounds like you, call Lenora at Small Business Directions today. Once we determine the scope of the materials you have and your research needs we will write up a proposal that will describe the type of audit we feel is necessary to get you your results.
Marketing audits range from $2500 – $7500+, depending on the amount of market research your business requires. The results you receive will point you in a healthier direction to move your company forward to great success.
To discuss if a marketing audit would help your small business, non-profit, organization or institution, please contact us today.
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