Time for a gut check. Again.


It has been about one year since the stock market tanked, the nation began to panic, and hesitant officials warily admitted that we were headed for a deep recession. What a year it has been! There have been more ups and downs than a roller coaster ride, yet, I would like to think you weathered the worst part of the storm. How did you do it? In the past year, how did you continually strive to stay at least afloat, and possibly thrive, during a crippling economy? And now that it appears we’ll be climbing out of this recession in the first part of 2010, what’s your plan of attack for the months and year ahead? A marketing audit is a great way to evaluate and reassess your marketing programs to determine what is working and what needs to change. An objective review of your marketing systems, strategy, and tasks will allow you to plan and adjust accordingly along the way. You’ve probably being doing this to some degree all year long, as you had to make adjustments when the markets forced the industry to change track. As the new year—and revived economy—approaches, a marketing audit is also a great way to garner valuable insight and feedback from employees, customers, and vendors. Use this audit to learn how they perceived your programs. It’s time to start planning for 2010, and the best way to do that is to reflect on 2009.

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