Dealer Audit Delivers Valuable Insight into Marketing Strategies and Competition

June 9, 2022

At LCWA, we offer clients a full-service, 360-degree approach to their needs by combining the strategic thinking and capabilities of a larger agency with the personal approach and dedication of a smaller firm. Recently, our client Diamond Mowers, the leading manufacturer of industrial mowing, mulching and brush cutting equipment for the municipal, skid-steer and excavator markets, enlisted us to help with an audit of its top 50 equipment dealers from around the U.S. and Canada.

A marketing audit is an analysis of an organization’s business marketing environment in which goals, objectives, strategies and principles are considered in order to identify problems or areas of opportunity and recommend a suitable course of action. A successful audit will build foundations for future marketing decisions and enable decision-makers to make business choices based on facts, analysis and data. For this project, we combed through the pages of dealer websites and social media channels to see what type of presence Diamond had on each of them. From searching for the Diamond logo, equipment images and dedicated brand pages to browsing e-commerce sites and tallying how often the company was featured/mentioned on dealers’ social media accounts, we were able to provide a robust report of data and visuals that enabled our client to identify areas of weakness and opportunity. In fact, in just 24-hours after delivering the report, the Diamond team was able to effectively address some of the easy fixes with its dealer partners, establishing a stronger brand presence on their marketing channels.

In performing this comprehensive audit and analysis, we helped Diamond gather the data it needed to better understand the current marketing ecosystem, formulate distinct strategies on how to forge stronger relationships with dealers and uncover underlying issues that may have otherwise gone unnoticed. We also provided the extra hands needed to deliver a quick turnaround with substantial results. One of the things that makes working at LCWA so exciting is that while we never know what client needs may arise, we’re always eager to jump in wherever we may be needed to help our clients achieve their goals.