Marchand--Assessing Parts, Developing Programs
1. Is our brochure more than a vanity piece? A company brochure is a strategic piece, so we should ask what objectives it accomplishes. Specifically! What are the intended audiences? Does it speak to them in their language; does it define value to them? (These last two questions are also relevant to numbers two and four, below.)
2. Does the newsletter address particular goals (stimulate demand for use of an FTP site, for example, or increase use of mailing capabilities)? Do we get more than complimentary feedback from the newsletter? Does it contain a response mechanism that allows us to evaluate its effectiveness?
3. Why do we provide reps, CSRs and planners with Internet access? How do we evaluate what we're accomplishing via e-mail?
4. What's the purpose of our Web site? How does its navigational structure (and its graphics) accomplish these goals? What do we do to support our presence on the Internet? How do we get customers onto the Web site and what are they supposed to do when they get there? Do we have in place a method of evaluating the results—the accomplishment of specified goals?
5. How are the qualified leads created for us being used? Handing them out is a first step only. How are the reps trained and managed in their use of the leads? How is the marketing communication activity targeted to the leads in support of the efforts of sales reps to convert them into new customers?
6. How do the elements—each of the above activities, for example—reinforce or support one another?
7. What is the return on investment? Few marketing programs for printing companies can withstand the asking of this question. It is answerable—but only if built into the plan from the start.
Assessing Your Needs
At this point in the audit process you have good information about what's working and what's not, what should be changed or dropped altogether and what must be made more readily subject to evaluation by critical criteria—quantitative whenever possible, qualitative when not. (You'll actually be surprised to discover how few activities are not subject to quantitative assessment.)