Creative Skill Set 4.1 – Communication Auditing

Understanding and reconciling conflicting objectives

In today’s competitive environment, organisations focus on the detailed analysis of each campaign they run and base future activity on the results. Some go further and allocate a cost against every response they get, so why is there a need to add to this careful, considered process?

At Town & Town we believe that if the only way to get responses is to constantly run promotions and money saving offers, then the marketing effort has only been successful in a limited way. To truly assess the effectiveness of the current creative work, one needs to look more closely at the brand building component to see whether a bank of goodwill (creative capital) is being created with your customers or eroded.

Good creative work can do more than just sell products and services; it goes beyond a bigger and brighter banner, a larger and more aggressive discount or cash incentive for customers to use your products or services. Truly effective creative can be a key component in building a loyal customer base. With our background and wide experience in creative service provision, we can assess the effectiveness of your creative output and measure it against your competitors.

Here’s a situation you may find familiar…Communication Auditing