Marketing company without failure, portfolio analysis method
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#Portfolio #Success Case Analysis #Agency Selection
#Portfolio #Success Case Analysis #Agency Selection
Rather than simply working with a famous brand, analyze the portfolio with a focus on the process and results of how specific problems were solved and what results were achieved.
Portfolio Analysis Key Elements
1. Performance indicators
We objectively evaluate marketing performance through specific numbers and indicators.
- ROI (Return on Investment)
- Conversion rate improvement
- customer acquisition cost
- sales growth rate
2. Problem solving process
We analyze the process of identifying and solving the client's problem.
- problem definition
- Establish a strategy
- execution process
- get results
3. Industry-specific experience
Check out our marketing experience and achievements in various industries.
- Performance by industry
- specialization
- period of experience
- success story
4. Tools to use
Find out what marketing tools and techniques you have utilized.
- marketing tools
- analytics platform
- creative tools
- automation system
5. Persistence
Evaluate the sustainability and long-term effectiveness of marketing performance.
- performance duration
- long term effects
- customer retention rate
- Contract renewal rate
6. Differentiators
Identify your unique strengths that set you apart from other marketing companies.
- A unique approach
- special know-how
- innovative strategy
- creative solutions
Portfolio Analysis Checklist
| analysis item | Checklist | importance | Evaluation criteria |
|---|---|---|---|
| performance indicators | Specific figures and improvement rates | high | Compared to industry average |
| problem solving | Problem definition and solution process | high | logical approach |
| industry experience | Relevant industry experience | middle | Performance by industry |
| Take advantage of tools | Marketing Tool Proficiency | middle | Utilization of each tool |
| persistence | performance duration | high | long term effects |
| differentiation | unique strengths | middle | Compared to competitors |
Marketing Company Portfolio Analysis Q&A
Q. What is the most important element in a portfolio?
A. Specific performance indicators and problem-solving processes are most important. Rather than simply saying “sales increased,” specific figures such as “sales increased by 150% in 3 months” are needed. Additionally, the process of how the problem faced by the client was identified, what strategy was approached, and what results were obtained must be clearly presented. Sustainability of performance is also an important factor, and a portfolio that shows continuous performance is more reliable than a one-time performance.
Q. How important is experience in each industry?
A. Industry-specific experience is important, but not an absolute factor. It is better if you have direct experience in the relevant industry, but if you have successful experience in a similar industry or have excellent problem-solving skills, it is worth considering. Rather, marketing know-how and problem-solving skills accumulated through experience in various industries may be more important factors. However, for special industries such as medicine, law, and finance, understanding and experience in the industry are essential.
Q. How do I check the reliability of my portfolio?
A. Several methods must be used to verify the reliability of a portfolio. First, make sure the performance indicators presented are specific, measurable, and include the client's name or brand. It is also important to ensure that you have a long and ongoing relationship with that client. If possible, it is also a good idea to ask the client directly for reference or check their actual experience through interviews with employees of the marketing company.
Q. How should failure cases be evaluated?
A. Cases of failure can be evaluated more positively. This is because the lack of failure cases may mean that no challenging projects have been undertaken. The important thing is to pinpoint the cause of the failure, show what you learned from it, and how you improved on the next project. The ability to learn and grow from failures can be an important indicator of a marketing company's capabilities. However, you should be careful about too many failure cases or repetitive failures.
Q. What should I pay attention to when analyzing a portfolio?
A. There are several things to pay attention to when analyzing a portfolio. First, you must keep in mind the possibility that performance indicators may have been exaggerated or manipulated, and request specific figures and evidence. It is also important to distinguish whether the performance presented in the portfolio is the sole performance of the marketing company or has been influenced by other factors (economic conditions, market changes, etc.). Finally, it is important to check the consistency of your portfolio to see if all cases show similar patterns or if you have tried different approaches.