The Marketing Communications Audit makes certain you are consistently delivering the right messages to the right audiences at the right time in order to generate the right results.
Together, we look at the messages your company has put into the market in order to communicate with your target audiences and search for ways to improve your presentation, messages and offers. (This includes customers, potential customers, former customers, suppliers, investors, media as well as your own employees.)
Why is this important? There is always room for improvement – and it’s incredibly valuable to make the time to step back and take an objective look at everything you have created and put into the market. Most businesses will find opportunities to improve their communications – and those improvements can produce a significant increase in overall performance.
Step 1: Internal Audit
For the internal review, we gather and prepare your communications for review and analysis. Typically, we use a large conference room and start putting things up on the wall – each column is an audience, each row represents the stage of the relationship (awareness, engagement, etc.). This visual inspection of everything can be amazingly powerful and helps you identify opportunities for improvements.
Step 2: Analysis and Recommendations
What were the strengths and weaknesses of your communications? What opportunities for improvement exist? And what threats exist if nothing is done.
With the analysis done, we develop practical recommendations for next steps and then build out the action plan. Remember, you are going to be testing any changes against your control packages so it’s not like you’re going to change from “last year’s look” to “this year’s look”. You’ll continue to use what has worked and test what could work until the tests prove it’s time to roll out that new look.
Cost: $4,999
Option: External Data Gathering
For the external review, there are several options that range from focus groups to in-depth interviews of your audience/segments. Basically, you want to take those messages targeting a specific segment of your audience and let that segment comment on those communications. This will help you understand their perception of your presentation (channel, design, messaging, offer) from the early stage of the relationship to the later part of the relationship.
Cost: $1,999 for 10 interviews of up to 60 minutes in length.
Call 410-977-7355 to discuss the appropriate number of interviews for your needs.