Marketing communication audit
The website, the offer and the sales team say the same about the company as its competitors do, only in different words. We check what the company really wins on and whether customers have a chance to hear it.
“What do we actually win on against competitors, and why don't customers hear it?”
Note for decision-makers
- Named competitive advantages, each with evidence, and a list of changes to communication: what stays, what goes, what needs to be said differently.
- Sales are going well, but it is hard to say why. Or customers increasingly compare the company with competitors on price alone, because nothing else sets it apart.
- The goal is a new logo or a campaign right now. The audit does not replace a creative agency; it gives the agency material to work with.
- Who did the customer compare the company with last time, before buying, and what tipped the balance?
What you get
- A description of the product from the customer's point of view: what they buy, in what situation, and what they would do if this company did not exist.
- A comparison map: who customers set the company's offer against, including the options “we will do it ourselves” and “we will do nothing”.
- A review of competitors' communication: what they promise, how they defend their position, where they say the same as the company.
- A list of competitive advantages, each with evidence and an assessment of whether customers notice it.
- A review of the company's communication: website, offer, sales materials, sales conversations. For each of them: whether it talks about the advantages or about what everyone has.
- A list of changes, ordered from the least costly.
An advantage is not the same as a strength
A strength is something the company does well. An advantage is something customers notice, competitors do not have and the company can prove. If any of the three is missing, in communication it is only a claim.
That is why we start with the product and the market, not with slogans. A slogan invented before this work usually describes the company the board would like to have.
How the work proceeds
Product. What the company sells, to whom and in what situation customers turn to it. Interviews with the board, the sales team and, where possible, customers.
Market position. Who customers compare the company with, and what the competitors it loses to and wins against are saying.
Competitive advantages. Which are real, verifiable and important to customers. Which are only an internal belief.
Conclusions and changes. What in the communication stays, what goes and what needs to be said differently, at every point of contact with customers.
What you can count on
An answer the company's strategy can rest on. If today the only thing that sets the company apart from its competitors is price, the report says so plainly.
What the price depends on
The number of products or service lines. The number of markets and customer groups. Whether we can talk to customers and to the sales department. How many communication materials are in scope.
Let's talk about your case.
The shortest route is one sentence about what you are trying to decide. We will get back to you on whether and how we can help.
Tell us what the company sells and who customers most often compare it with.
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