Have you ever been a member of the wherethefucarewe tribe?

Have you ever been so intent on getting somewhere that you haven’t had time to look at the map? I’ve done it several times; and it happens at work as well.

When the clock is ticking and your client is waiting it is hard to have the discipline to stop, pull over and get the map out. Yet, we all know that having done so, you can set off again with confidence and purpose, with a renewed vision of the road ahead.

Well it’s the same in business. When our days are jam-packed, and time is at a premium, who makes the time to ‘get the map out’, even just a look around to see where you are?

One really useful tool that we have employed several times for clients, is to conduct an audit. Over the last year we have conducted audits focussed on branding issues, some purely on websites, and some to evaluate the entire operations for a year’s marketing spend. It’s not only a great way of working out where you are now, but in every case, it has always sparked new enthusiasm and ideas of where to go next.

Whatever the project, there are four key principles which are always the same:

1. Set clear and measurable objectives for the audit.
As with most things, taking the time to set clear and measurable goals is really important at the outset. These goals need to be signed up to and agreed by everyone involved. In true marketing style they should be SMART (Specific, Measurable, Aspirational, Realistic and Timed). Make sure they are written down (verbally agreed goals have a habit of changing over time depending on who’s memory you rely on) and if it helps to get the importance across, get the relevant people to actually sign the piece of paper.

2. Break the project into small manageable chunks.
You run a marathon one mile at a time (don’t be fooled though, you still need to put in loads of training). Even the biggest project, broken down into little chunks is manageable and far less daunting. This also has the benefit of being able to plan the timings and work out which activities can occur concurrently.

3. Get people involved.
One of the really positive spin offs of conducting an audit is that it allows people to have their two pennies worth. It gives people the opportunity to get a different perspective and find solutions that had been eluding them for ages. Also, when you come to implement changes because of audit findings, if people have been involved in the process, they are much more enthusiastic about adopting them.

4. All conclusions should be accompanied by action points that can be effectively measured.
As the saying goes, if you can’t measure it, you can’t manage it. In order to prove their worth you need to make sure that any new actions or systems have the ability to be measured. This means you will be able to know whether you have got good value from the money you invested in the audit.

If you would like to find out more, or would like us to conduct an audit for you, please call Pete Hammond on 01372 370857.