Are you marketing your company, product or service in the best way possible? Companies are facing difficult times right now and this may be just the time to find out if your marketing is truly effective.
Marketing effectiveness drives the impact, competitive advantage and return an organization achieves with its marketing resources. The ways in which effectiveness increases the odds for success are numerous.
A marketing effectiveness study provides a comprehensive, systematic and independent examination of an organizations marketing environment – across all major marketing activities of the organization. It is often the first-step in improving performance.
Key issues addressed:
- Have marketing objectives, strategies and plans been set, and do they reflect marketplace requirements?
- What elements of the marketing mix provide the greatest leverage opportunities?
- Can marketing resources be realigned to improve efficiency and effectiveness?
- Are there opportunities to improve marketing and sales planning, through redesigned systems, processes or organizational structure?
A WPA Marketing Effectiveness Study will:
- Build internal knowledge and understanding of the key drivers of effectiveness and their interdependencies
- Evaluate current strengths and measure and prioritize opportunities for significant performance gains
- Develop and implement strategies and tactics to improve effectiveness within and across key marketing areas
- Calculate the expected ROI for each strategy
- Establish measures for on-going assessment and evaluation to measure success
- Determine how each channel impacts the overall effectiveness
Approach and anticipated results:
- Through internal interviews and primary and secondary research, an organizations brand’s strengths, weaknesses, opportunities, and threats are uncovered.
- A corrective action plan is then developed, to identify a limited set of marketing levers, with a focus on improving marketing efficiency and effectiveness.
