How to Do a Client Marketing Review
The first of the year is a great time to reconnect with all of your best clients. Right after the holidays is the perfect time to set yourself apart from the competition by providing your customers with a value-added extra. That little extra can be in the form of a Marketing Review.
What the heck is a marketing review? How do you one? Glad you asked. It's not that easy, but it can be very worthwhile. Here's the homework you'll need to do.
- Start with January 1st and document all of the projects and promotions that you did for this particular client. Provide all of the information that you can. What they asked for. What they ordered. How the project was distributed. What were the results (if you know them)?
- Write down other projects or promotions that they may have done and not included promotional products or not included you.
- Make a note of times where the client could have saved money or had a more effective program had they planned ahead or gotten you involved sooner.
- Make a note of any significant competitive initiatives by your customers' competition and of any market or economic trends that may have impacted their business.
- Make some observations about what other advertising media your customer used last year. This can give you an idea of where you can find some extra budget money. See if they were using co-op advertising dollars from any of their top suppliers. This also can be a source of budget money for you.
- Get out your 2014 calendar and check out Chase's Calendar of Events or even Google upcoming events and significant days. Make a list of days, weeks or events that your customer might be able to create solid promotions around.
Now, you're ready to get to work. Create a professional looking document. Here are some potential headings for the sections.