What is the return on your marketing investment?

If you are spending lots of money and you are not certain your marketing investments are paying the right dividends, it is probably time for the

Federal Marketing Audit

The Federal Marketing Audit (FMA) is designed to make certain your company is spending time and money in ways the will provide the best return on investment on all aspects of your marketing. The FMA provides a detailed analysis of each component of your marketing outreach:

your web site
all collateral materials
space ads
web activities, including social networks, blogs, podcasts, etc
event selection and schedule
overall marketing schedule

We then provide recommendations predicated on our 25 years experience in the government market.

Our FMA has been used by some of the most successful companies in the government market – large and small – to grow marketshare.

Our clients have included, CDW-G, Clement Communications, Day-Timer, Dell, Demco, Global Knowledge, Hello Direct, LanDesk, Learning Tree International, Northern Safety, Northern Tool, Northrop Grumman, PestPatrol, Programmers Paradise, Quill Corporation, SurfControl and many others – each resulting in much higher market penetration, and in some instances truly radical growth. In some instances, getting our clients in the right event, or making certain they are participating in the right Special Interest Group (SIG) has led to a more rapid marketshare growth.

The FMA is a three-step process:

Pre-audit Analysis:

Determine market potential for your PSC (product/service code)
Determine and rank competition
Examine sample of your customer database (internal contact/mailing list)
Review all marketing materials
Evaluate space ads
Review and rate web site
Assess marketing schedule, including events (trade shows & table tops), space ads
Identify and rank major competitors in the government market
Conduct a Visibility Rating (web & publication search for your company)

On-Site Presentation:

The on-site opens with an overview of what’s happening in the government market as regards your niche, including successful market penetration efforts by dominant and emerging players. It includes the 25,000 foot “bird’s eye” view of the Federal market focusing on your product/service category. This is an assessment of where you are and what you need to do to migrate up.

Presentation of findings with respect to pre-audit analysis, starting with
Data analysis & what it shows (about who buyers are & quality of your data)
Validity of messages in all media targeting government buyers
Recommendations on event and publication selection
Recommendations for web, including social networks, blogs and podcasts
Use of response devices in all media
Recommendations on association and SIG membership
Recommendations on your overall marketing schedule
Results of the Visibility Rating – where you currently are on the marketing radar screen versus your direct competitors
Online marketing research - how & where to find the information you need to succeed, including buyers
Present action items and assign internal manager

Total time for on-site is 4-6 hours. It is best that this occur in a setting that will have minimal interruptions and a working lunch. Three weeks is required for research, so advanced booking is required.

Post-audit follow-up:

Thirty days after the event we schedule a 60 minute telephone debrief.

The Federal Marketing Audit is a consulting service of Amtower & Company, the preeminent authority on B2G marketing. The fee is $9,995.00, prepaid, and all travel fees are billable to the client. Each Audit is conducted by Mark Amtower and must be booked at least 30 days in advance.

FMA includes a one-year membership at www.GovernmentMarketingBestPractices.com .

Call Mark Amtower at 301-924-0058 to schedule your audit. ONLY 12 FMAs are available each year.

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