Marketing Audit Provides Objective Glance into Company’s Initiatives
Written by PR Etc., Inc.
Published by Rockford Register Star
Monday, May 10, 2004

For most companies, it’s difficult to objectively evaluate the cause-and-effect relationship marketing has on its bottom line. It can be extremely time-consuming and resource-intensive to review current and previous marketing initiatives, messaging and collateral. It can also be discouraging if you find that combined, the marketing activities have failed to offer a consistent message or target the appropriate audience for your product or service.

Taking the time yourself, or having a marketing audit conducted by a third party, can prove to be tremendously valuable in developing initiatives and ideas going forward to drive awareness, and ultimately generate revenue.

Here are some initial tips in undertaking a marketing audit:

• Make a list and physically review all of the marketing materials developed over the past three to five years, including advertisements, articles, quotes, press releases, event/conference participation, and outlined plans.
• Identify the audience targeted and message with each marketing initiative.
• Develop a “gap-analysis” of how/if the activities have impacted the target audience. A gap-analysis means identifying which pieces most successfully market your brand to the appropriate audience.
• Based on your results, review what previous initiatives could be leveraged again and work together to reinforce your brand.