When marketing isn't delivering, it's time to look under the bonnet.
The temptation can be to start changing things. The budget. The strategy. The team.
But until you understand what's actually happening, how do you know you're changing the right thing?
What happens when we lift the bonnet?
There is no standard marketing checklist.
But I will always want to understand what your leadership team thinks is happening and what the people closest to your marketing see. Crucially, I want to understand what your customers think and experience.
I'll also take a robust look at your online presence to see what a prospective customer finds when they search for you.
From there, the investigation follows the evidence.
If something doesn't add up, I'll dig further – looking more closely at your data, testing the customer journey, examining competitors or exploring other parts of the business that could be impacting your marketing.
Sometimes I'll have an early idea about where the problem lies. I'll test my theory, looking for evidence to support it – and evidence to prove me wrong.
The investigation can produce a lot of information. My job isn't to give all of it back to you.
I'll pull together the evidence, identify the key themes and focus on what I believe matters most.
I'll take you through what I've found and the evidence behind it, so you understand what's happening and why.
Only then do we get to the recommendations – what I think should change, what should stay and the order I believe things should be tackled.
So, what needs to change?
For some businesses, the recommendations are enough. You have the people and expertise to take them forward.
For others, that's where the next stage begins.
You may need additional expertise, someone to lead specific projects, or ongoing strategic support to make sure the priorities don't get lost in the day-to-day.
By this point, I understand your business, what needs to change and why. I can stay involved to provide the marketing direction and challenge needed to keep things moving.
And then we make it happen…
“Bang came up with a comprehensive and well thought out plan for the next 12 months, including helping us launch new products. I am pleased to say that this has led to a substantial increase in business, including many new clients.”
Managing Director, Sandringham Carpets
So, what’s happening with your marketing?
If marketing isn't delivering what the business needs, let's find out why – and what you should do about it.