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The fact that not all customers are equal in terms of profitability means that marketers should focus on building:

A/ Relationships with all people who express an interest in the company
B/ Selective relationships
C/ Profit classification departments
D/ Higher barriers to entry

"The fish is the last to know he swims in the water."

- Chinese Proverb

Marketing audits

Tuesday, 24 June 2003

Both large and small business can benefit from an outside and objective look into where a business places it advertising and promotional budget.

Spending a lot of the budget on the wrong message to the wrong target market in the wrong media is just a waste of money.

We can review the advertising and promotions of a business and re-jig the mix to give better cost effective value and better results for the same or less $$$ spend.

Typically we review the existing promotional material (brochues, radio, TV, direct mail, pamphlets, etc), your internal information, your source of business generation, demographics etc, custiomer surveys, competitor analysis, etc - and fine tune how to do better.