A marketing audit is a comprehensive review and evaluation of an organizaation's strategic marketing "means and methods," undertaken to determine whether resouces and opportunities of the enterprise are best used.
A frequently overlooked area of value enhancement, particularly for distressed properties, is the cost and effectiveness of a facility's marketing program. To assist an owner in evaluating marketing programs, StoneCreek Partners conducts property and portfolio marketing audits, and identifies proactive strategies for owners to implement to improve revenue levels
A marketing audit and resulting enhancement plan, can provide a focused management tool for increased cash flow. The audit typically includes a detailed review of the market positioning of the property, including a site analysis, that reviews the merits of location, area development, available markets, and prospective end-user demand.
The marketing audit can also examine the marketing organization's effectiveness, productivity, functional relationships internal and external the sales and marketing effort. As well, issues such as human resources, referral marketing, image marketing, reservation call tracking, lead generation, and reliability of the facility's market niche, can all be examined.
We embrace the strategic marketing view of each assignment or project we engage. We seek what Peter Drucker has called "the sustainable competitive advantage." Creating a project or product with unique attributes is a means of assuring maximum investment return and asset value. We also seek to apply "pragmatic creativity," recognizing that cutting-edge product ideas must be implementable within financial objectives and investor expectations.
