IMAGE AND AWARENESS AUDITS
The first package relates to Image and awareness:
Communication, Image and Customer service Investigation (CICI)
CICI reports on how well known or accepted a client’s service or brand is amongst its target audience. The elements of a project typically incorporate one or more of the following:
• Desk research involving telephone calling a profiled database
• Direct calling potential, existing, past and rejected customers
• Qualitative focus groups related to the industry
• Qualitative group discussions and interviews of a profiled sector
• Purchased industry market research reports
• Potential customer appropriate quantitive interview techniques
The second is measuring of marketing and sales effectiveness both internally and externally:
Marketing Effort and Sales Effectiveness audit (MESE)
MESE is aimed at clients wanting an objective analysis of their current marketing and sales performance. The objective is to identify strengths and weaknesses from which action plans can be generated. Typical audits include written reports on the following but can be adapted:
• Statistical analysis of sales reports and marketing campaigns
• Relationship analysis between documented action plans and directives compared to actual activity
• Interviews of relevant personnel
• Interviews of relevant customers and/or distributors
• Interviews and analysis of internal and external support teams including operations, finance and third party agencies
• Analysis of competitive activity
• Brain storming sessions with appropriate internal personnel and/or customers
• Evaluation of personnel training process and content