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We’re back from Spring Break with a new format for our e-newsletter. We hope you find it useful. Be sure to send us a note or call us with
your feedback. |
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If you’ve ever been personally or professionally audited by a state or federal agency the idea of an audit of any kind probably has negative connotations to you. But properly pitched, offering prospective buyers a free Promotional Marketing Audit can be an effective method of getting your foot in the door. |
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So far as I know, there is no definition of a Promotional Marketing Audit. But it sounds interesting, doesn’t it? When I say the words, in my mind pops a picture of a formal, information-packed, substantive report.
And in my experience, any company that offers free, useful information to its prospective buying audience is a quantum leap over its competitors. (There is a reason you can go online and quickly find a number of marketing consultants offering free e-zines, reports, excerpts from their e-books, etc.)
The norm for many salespeople is to meet face-to-face with a prospect and either do a dog-and-pony show or spend the visit gathering information about the organization’s needs. But then there is still the hurdle of securing the first sale. If you’re asked to submit a quote or a request for a proposal, it’s likely the seller is pitting you against one or more of your competitors. Offering a Promotional Marketing Audit -- up front, from the first point of contact -- puts you and your organization in a different light.
As for executing a program along these lines, I suggest the following: |
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Prepare a series of questions designed to extract information about a buyer’s history of using promotional products and gifts as well as anticipated needs for the next 12 months. Put them in writing on your company letterhead so you can submit the questions in advance if asked to do so, which establishes a formality to the service. |
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Offer the Promotional Marketing Audit to prospects you consider worthy of a long-term relationship. Explain that the purpose of the Audit is to help the company make better use of its marketing dollars. Any buyer who rejects your offer most likely views you as a provider of merchandise and nothing more. (Handle that person as you see fit!) Explain to buyers who want to participate that along with addressing whatever their priorities or immediate needs are at your upcoming meeting, you will need an additional 15-30 minutes of their time (how much depends on your list of questions). Tell them when they can expect to receive the Audit. |
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Design a template for presenting the Audit. The technology you use -- be it Microsoft Word, Microsoft PowerPoint, Microsoft Publisher or InDesign -- isn’t important though your document should look professional and reflect your corporate identity. |
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Create a standard format for relaying your observations and recommendations. The content of each Audit will vary, of course, but it’s likely some portions can be duplicated every time. For example, you can write an introduction that explains the nature and purpose of the Audit; this will be helpful if the report is circulated to a prospect’s co-workers or superiors. You can also draft a section that summarizes what your company has to offer as a promotional marketing partner. It’s likely, too, that from time to time there will be sentences or sections you can pick up and modify, rather than starting from scratch every time. |
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As for the “meat” of an Audit, it should be comprised of two parts: the past and the future. Your goal is to make sure prospects recognize that you have a thorough understanding of their promotional experiences (good and bad) as well as ideas for the future that are well-founded based on data you gathered.
Finally, don’t just recap what you’ve been told; draw conclusions from what you learned. In your estimation, did the company allocate 15% of its marketing dollars to promotional products and gifts with no identifiable return on their investment? Did they spend excessively on rush charges and expedited shipping due to poor planning? What seems obvious to you may not be to a novice buyer, or a buyer saddled with responsibilities other than purchasing promotional items.
NOTE: This article was written with Distributors as the target audience. If you are a Supplier, you may wish to pass the idea along to your Distributor-Clients.
Questions? Need assistance in developing a Promotional Marketing Audit?
Call us at 866-268-8191 or send us an e-mail:
info@ccmarketing-communications.com |
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