Project Background
Best Practices, LLC undertook this benchmarking project focusing on marketing
communication, including marketing methods, tools, channels, volume, timing,
subject matter and organizational structure, in support of benchmark partner’s
communications teams. Identifying and adapting the effective and innovative
practices that other top companies have used to deliver communication to
internal, direct and secondary accounts will support benchmark partner’s
efforts to increase customer satisfaction scores and ultimately build stronger
customer relationships.
The insights and best practices showcased in this report are distilled from
lessons learned interviews with executives who have extensive experience in
designing, managing and delivering effective communications systems. While
this combined body of knowledge concerning marketing communications excellence
is far greater than what any single company in the benchmark class has
currently implemented, these insights provide a valuable operational compass to
guide their efforts to create a best-in-class marketing communications system
in the automotive manufacturing industry.
Project Methodology
The project team conducted in-depth interviews with seven companies that have
similar inventory diversification, volume and distribution issues. Benchmark
companies and interviewed executives are profiled in the following two tables:
Benchmark Class
Interviewed Executives
Titles
· Communications, Electronics Market Center
· Manager, Integrated Marketing Communications
· Market Area Manager, Field Operations
· Manager, Corporate Communications
· Vice President of Marketing Titles
· Manager of Corporate Advertising
· Promotions Consultant, Commercial Support
· Supervisor, Product Services Group
· North American Marketing Area Manager
· Manager, Sales & Marketing Administration
Executive Summary
Our research shows that companies regard marketing communications as a priority
and recognize that customer communications – both directly and indirectly –
affects the bottom line ...