How to Do a Client Marketing Review
I. 2013 Promotional Overview. In this section, you will recap the information that you wrote down in numbers one and two above. Provide an objective view of what the client's marketing efforts looked like to you.
II. 2013 Competitive Landscape. In this section you will provide your observations of what you saw happening in their industry. Mention the successes and failures of their competitors. Provide some research on what their industry was doing. This will be your recap of your homework done in #3 above.
III. 2014 Recommendations. In this section, you can outline the upcoming year and the projects that you wish to see repeated (and improved) and suggest ways that you can enhance some of the efforts you didn't get a chance to work on last year. Suggest ways that promotional products can be used to make their other advertising media more effective or more measureable. Suggest some ways to help your client advertise, recognize, motivate, promote, incentivize and train. Suggest how you can help them grow their people, their presence and their profits.
IV. Executive Summary. In this section, touch on some of the main points of your report. Here is a place where you can point out the thoughts you developed in #3 of your homework. You can point out how you can save them money and how you can create more effective programs for them by getting involved in the marketing process earlier.
Do this for your best customers and they will perceive you as a partner and a marketing professional committed to helping them solve their problems. And as I love to say, Problem Solvers Always Make Money!