Category Archives: Marketing Audit
(From Alina Wheeler) Examination of all marketing, communications, and identity systems, both existing and those out of circulation.
Today, I’d like to show you step by step how to conduct a basic online brand audit. Since we are in the middle of the winter, and given that I live in Montreal, I chose “ski resorts in Eastern Townships” as my topic (Mont Sutton, Ski Bromont, Mont Orford and Owl’s Head.) I chose these ski resorts, because they are my favourites. I love them all. My goal is to show the best practices so that other brands can improve themselves. Mind you, this is an online audit; so I am not talking about the actual resorts. Similarly, I am not evaluating to their marketing collaterals either.
Keep in mind that online brand audit is quite a methodical task. You may want to print webpages and create a big collage. Or maybe you use Evernote. The key is to keep a record of everything because we are going to accumulate a lot of information. For every brand, we will check three fundamental things: the brand’s websites, its online footprint and its visuals. This will be fun. Let’s see what we find out!
Previously, we talked about the importance of simplifying your offers. Today, I will give you a couple of actionable tips that are going to impact your bottom line.
I would like to refer to Dan Ariely’s work. He is a Professor of Behavioral Economics at Duke University. He is also the author of “Predictably Irrational”, an extremely interesting book on human behaviour. He predicts many cognitive mistakes that we make. Such mistakes range from innocent ones such as confusing colours or length of lines to more serious errors like donating your organs. The book is a must read. But, let’s use one example he gave during his TED speech. Read the rest of this entry