I have a free report for you today - "Gaining Competitive Advantage Through Your Marketing Audit"
Right click and save the Marketing Audit PDF to your hard drive. For some reason I get a funny result when I try to open it straight into my browser but that may just be my hardware settings.
What Is A Marketing Audit?
A marketing audit is a comprehensive assessment of your marketing activities to check for any inconsistencies and opportunities for improvement.
A marketing audit allows you to step back and look at your marketing with a helicopter view so that you can assess how it all fits together and whether it is consistent.
Auditing your marketing materials helps cure the problem of incremental improvement (otherwise known as fiddling around) where you adjust one thing and see if it works, then adjust something else and then something else.
Don't get me wrong, I believe in continuous improvement and continual testing and measuring but each time you make a small change you won't look across all your marketing messages and make sure that it is all consistent.
Inconsistency In Your Marketing Undermines Your Credibility & Effectiveness
For example you may be testing tag-lines to see which resonates best with your target market but you may find yourself with different tag lines on the Internet, your brochure, your stationery, your business cards and your email signatures.
What happens then? You are not consistent (a key Guerrilla Marketing characteristic) and you lose credibility and customer confidence.
If you lose credibility (the customer is confused what your business stands for), you reduce the number of leads you generate, you reduce the rate those leads convert into orders and ultimately you reduce the money in your bank.
A Marketing Audit Is The Solution
A marketing audit will check for these inconsistencies. You can put together a plan to resolve them but it is much more than that. I just picked an example to show why you need an occasional marketing audit.
Just download Gaining Competitive Advantage From Your Marketing Audit and you will be taken through a series of important questions to ask about your marketing activities.
Don't forget to look at the detail issues as well. It can be a great exercise to put all your current marketing materials and communications on a table and look at them for inconsistencies.
Nice review. Sounds awesome.
Posted by: scott | 31 January 2008 at 12:46 PM