More and more clients are asking for polished benchmarking processes. That only makes sense. Companies that can clearly identify segments with market potential will also be sure to use the most suitable tools to reach their customers: PR, marketing, events, advertising, etc. For example: for the East Midlands Tourism Promotion Board, we not only carry out regular benchmarking activities among target journalists, tour operators and travel agency employees; we also use them to justify new activities. The great thing is that this benchmarking has shown the positive outcomes of previous measures. Every time.