Program helps companies define marketing plan

July 12, 2013 at 12:00a.m.

YOUNGSTOWN

A Youngstown technology firm has created a program for analyzing strengths and weaknesses of business- marketing efforts.

Keynote Media Group has developed a program called BrandAudit 360 that offers an in-depth analysis of operating models and marketing strategies.

Many companies, particularly small and midsize businesses, don’t understand how their brand is viewed by customers, the community or their employees, said Richard Hahn, Keynote president.

These companies want to focus on print or broadcast advertising but don’t really know who they are trying to reach or if their message has the intended effect, he said.

“We look at everything that can impact a brand’s performance,” Hahn said. “This includes examining both internal and external factors. Staff training and customer service as well as marketing strategies and consumer perceptions are analyzed.”

The program also includes studying the company’s competition, he said.

“We were doing these studies informally, and over the years they’ve become a lot more formal,” Hahn said.

Sarra Mohn, BrandAudit 360 program manager, said research is key in learning a company’s status in the market.

“In addition to interviewing company principals, we have the ability to survey current and potential customers and clients, as well as anyone critical to a company’s success — employees, board members, vendors, even the community at large,” she said.

Of the customers who come into Keynote, probably 8 out of 10 don’t know the status of their brand within the market, Hahn said.

The issues could be something such as a bad website, a confusing logo or advertising that provides unclear information for the customer, he said.

“The research shows tweaks the customers could make to perform better,” Hahn said. “A lot of times, less is more; companies should focus on core brand issues.”

Once the audit is complete, a report is prepared that details the findings. Recommendations for improving procedures and performance also are included in the final report.