Program Audit

A successful marketing communication program is dynamic. The truth is, what worked last year may not work this year. We find that companies tend to commit to tactics that were once successful. Classic case, we are conditioned to sign up for next year's booth location without really evaluating the success of the show. So, we end up with a great booth location and possibly nothing to show for it. It's critical to consistently monitor the effectiveness of all your tactics. We don't mind asking the tough questions the answers to which can lead to greater optimization of your marketing program.

Effective Program Audits include:

• Marketing strategy review
• Marketing plan evaluation, financial performance by tactics (3—5 years)
• Internal interviews
• Partner interviews
• Marketing materials audit
• Website analytics review
• Brand review and analysis
• External research