Marketing Audit in Mansoura

Where customers are lost in this market

Not at the point of sale. Long before it, in the days between somebody deciding they might come and the moment they would have arrived.

Every one of those losses is silent. Nobody complains about a trip they did not take.

The four leaks the audit looks for

They appear in almost every business here and each is cheap to close.

• Messages arriving in the evening and answered the next afternoon
• Hours published somewhere that are not the hours actually kept
• Stock questions answered with a maybe
• No way to reserve, hold or confirm anything in advance

The evening test

Wink sends an ordinary question at nine at night, the hour people plan trips, and records when it is answered. It costs nothing and it is usually the most uncomfortable number in the report.

Most businesses here discover they are unreachable at exactly the hour their customers are deciding.

Auditing the catchment you actually have

Delivery records, order addresses and a week of asking at the counter produce a map of where customers really come from. It reliably differs from where the owner believes they come from.

Towns that appear and were never targeted are the finding worth acting on.

The towns that never appear

Equally informative. A town of the right size and distance that produces nothing is either being served by somebody else or has never heard of the business, and those two need opposite responses.

What the audit checks about capacity

Whether the business could absorb more of what it is asking for. A shop that is already at its limit on Thursday does not need more Thursday demand, it needs to move some of it.

The map listing check

Wrong hours, an old number, or a pin that leads somewhere else. For a business people drive to, this is not a small error, it is a direct cause of the failure the whole audit is about.

What is being spent that produces nothing

Usually advertising set to the city when the customers are in the governorate, printed material for a catchment that no longer matches, and a second page nobody closed.

Who inside the business gets asked

Whoever answers the phone and whoever handles deliveries. Between them they know why people did not come, and they are almost never asked.

Why the audit avoids brand perception studies

At this scale, twenty direct conversations with customers who travelled produce better information faster, and they surface the specific obstacle rather than a score.

What the report contains

Three lists: what to stop, what to fix this month, and what to build next. The fixes come first because closing a leak costs nothing and pays immediately.

The assets already sitting unused

A phone list of past customers, a delivery driver who knows four towns by name, and a supplier who is asked for recommendations. In a travelling market those are worth more than a month of advertising and they cost nothing to use.

What a week of asking produces

More than a quarter of dashboards. Ten conversations with people who travelled in, and ten with people who almost did, describe the whole problem accurately enough to act on.

How long the audit takes

About a week, most of it spent waiting for the evening test replies to arrive or not arrive. The findings are ready before the strategy conversation rather than after it.

What Wink does not do

Recommend more reach to a business that is losing the people it already reaches. It is the most expensive way to hide a problem that a week of attention would solve.

Where this goes next

The findings feed market research, brand positioning and growth strategy. The category view is marketing strategy.