So here you are, running 100 miles per hour, eyes focused onto your laptop, mobile phone by your side, you’ve got this. You’re a marketing professional ready to make the next event, festival, arts installation, dance performance or concert a success.
But there’s something nagging you. You’re living so much in the here and now, and on your daily to do list, there’s not been enough time to take a step back and reflect on all it is you’ve accomplished.
Or worse, it’s your first week on the job and you need to have some idea where to start. Or possibly, you’re right in the middle of the two?
Perhaps, you’re a volunteer and have some background in marketing but want to assist the organization move ahead.
Well, we’re here to give you the good news. By blocking out a day or two of your time, you should be able to conduct a Marketing & Communications Audit that will give you a baseline of activity for your organization or event.
Before we dive into the actual details of the step-by-step process of a Do–It-Yourself Audit, we should probably review the basics of marketing and communications auditing to give you a framework as a jumping off point.
Philosophically we need to start with the determination of Important vs. Urgent. Every effective professional ultimately has the conversation with themselves, “Is the urgent thing I am doing right now the most important to my project, my job or my career.” Until you determine that what is urgent isn’t the most important, it may be difficult for you to fully embrace the Marketing Audit.
As with all things, you will get out of the marketing audit what you put into it. If you are able to expend the resources (mainly manpower), you will walk away with a much better understanding of where you are and where you need to go.
Four Questions You Need to Ask
– What is the lightest week of the year for you?
– Who can you count on to assist you?
– Whose opinion can you count on?
– Are you going to do anything with this?
Where a good number of folks lose their direction is at the point where they’ve invested time in conducting the research, but do not have a plan what to do with it after it’s complete. You should be focused not only on taking the snap shot of where you are, but also have a plan to be able to revisit the audit in the future to see how things have improved, or where you might need to focus attention.
Strategic plans, marketing audits – any of these projects which take time need to be valued for the work that is put into them, but also to be living documents and pathways to the future.
If you’re all set and ready to strap in for the audit ride of your life, get ready, get set, GO!