Audit of Renault dealerships
I came, I saw, and I checked – the principle of work of our auditors. But the external simplicity of reception hides a serious internal work to identify errors in the implementation of the marketing strategy.
This article will show you what advertising audit is, what tasks it helps to solve, and how it is applied in practice.
About mechanics
Audit-checking for compliance with the instructions, plans and instructions of the company’s management (head office). Such a visit to a point of sale or service provision is made openly, by prior agreement with the company’s employees.
The range of professional interests of the auditor includes analysis:
- 1. Assortment.
- 2. Pricing policy.
3. Availability of promotions, discounts, seasonal offers.
4. Promo and promotional materials.
5. Product expiration dates.
Clever marketing applies the mechanics regularly. Let’s take an example.
About the project
We received an order to conduct audits of Renault dealerships in March 2016. For four years, the team of Clever marketing has managed to check thousands of points of sale and service in more than a hundred cities in Russia.
Such loyalty to one agency demonstrates the level of client trust, which is formed based on the quality and results of work.
About tasks
The main requirement of the customer for the company is to provide responsible, thinking staff for the implementation of inspections. The agency’s managers carried out a search, detailed instruction and launch of auditors in dealerships. Additional efforts were made to control the work of the staff and form final reports.
About realization
The audit consisted of a supervisor’s visit to the point, discussion with the sales office management of the plan and specifics of the study.
In dealerships, auditors checked the quality of the advertising campaign. Since the brand regularly changes its marketing emphasis, additional efforts were required to deliver and correctly place promotional materials in the service offices.
Supervisors recalculated advertising products (banners, leaflets), helped with installation, and checked the result with the approved planogram.
Result
As part of the project, employees of agency visited hundreds of dealerships to audit and place advertising materials. These sessions helped to establish a consistent marketing strategy in the field.
Clever marketing has a wealth of experience in conducting marketing research of various subjects, scale and level of communication with representatives of the point (open and closed) in the country.