We are all aware of the fact that most companies have regular financial audits, but how many of us have actually heard of them having their brand activation campaigns audited?

It’s extremely crucial for brand decision-makers to consider an audit in order to pin point and review the current status of their experiential marketing activities and in turn allocate their budgets better. Especially for small and medium sized enterprises that are eager to find out what activities work and what activities are not performing as expected and benchmarking them against expenditure and their gross returns. This makes marketing audits an extremely important instrument and an irreplaceable part of the brand activation process.

A detailed step by step review of a company’s brand activation helps regulate where it’s heading.  It assists in analyzing issues like: determining customers and defining the ideal target audience; the trends of the market in general and leveraging information about the success of previous marketing activities. Auditing analyzes the objectives of brand activations and ascertains what the business is trying to achieve, enabling decision makers to exercise a free hand in making more informed decisions on the future of their brand activation.

Merits:

• It is a systematic and science backed process that helps influence your campaign.


• Course-correct campaigns to meet objectives timely as an activity progresses with the help of real-time analytics/reports straight from the venue.


• Ensures the quality and safety standards of activities are being met.


• All the deficiencies, punch lists and checklists can be tracked on a cloud platform. No need to spend hours compiling it at a desk.

Conclusion

It can be safely concluded that in order to keep brand activations performing to their full capability, there is a need to regularly conduct an audit in a time bound manner so decision makers can reap/extract maximum benefits from it by setting it on the most profitable path. Helping determine how well a brand activation is being carried out while analyzing how much value it is adding to the overall performance of a brand.