Market performance evaluation
The Managing Director of a construction organisation expressed concerns about the marketing budget being allocated to low-impact activities. Despite a busy marketing team, deliverables were delayed due to reliance on external agencies for press coverage, graphic design and website updates, raising concerns about efficiency and return on investment.
Challenge:
The primary challenge was the inefficient use of the marketing budget, with excessive dependency on third-party services. Major events absorbed substantial funds without effectively attracting new business, while in-house capabilities were under-utilised.
Solution:
A comprehensive review quantified the marketing activities’ impact and conducted a spend analysis. The budget was realigned to prioritise high-engagement activities, reducing external reliance by leveraging in-house design skills. The focus shifted to aligning marketing efforts with business objectives.
Benefits:
Implementing these recommendations optimised resource allocation, lowered marketing costs, and increased market presence. The revised strategy enhanced brand recognition and engagement, delivering a more effective and results-driven marketing function.
Case Studies
