Our leadership team share their insights on marketing and communications, events they attended, and provide commentary on what it is like to manage a successful and award winning business. Read More →
Nestled in Montague Street, South Melbourne, approximately ten minutes from our office, is a low clearance bridge of three-metre height. The Montague Street Bridge entered notoriety on the 22nd of February 2016, when a charter bus failed to observe clearance signs and slammed into the bridge.
The driver failed to consider risk, but how did the company respond? Tape, to hide the brand, but clearly not to resolve the issue.
“We are out to protect our brand and make sure we don’t tarnish our brand, it doesn’t mean any disrespect.” (Gold Bus Ballarat)
Had Gold Bus Ballarat viewed this action from a viewpoint of risk, they would have realised the consequences of the resulting scrutiny. Read More →
We are pleased to announce our workshop: Brand, Reputation and Risk: Managing Marketing Governance in partnership with the Governance Institute of Australia.
Marketing governance reinforces good governance by ensuring your marketing performs a strategic role, fulfilling its purpose of delivering value to your organisation and your customers. This workshop will utilise the Syneka Marketing Governance Framework to align marketing with good governance.
- The role of governance within a marketing context
- Assessing risk within marketing activities
- Determining appropriate roles and responsibilities within marketing
- Suitably allocating budgets and resources to marketing activities
- Evaluating marketing performance across activity chains.
Attendees will learn how to apply the marketing governance framework within their organisation. Read More →
Our six-month experiment where we were absence from content led to very interesting and positive feedback. Several as comments focused on how ‘brave’ we were in taking this risk.
“And the vision that was planted in my brain still remains within the sound of silence”
We undertook this experiment because we knew the result. We know what generates a return from our marketing activities based on our strategic direction and impact on client decision making. Optimising marketing and understanding marketing metrics is not brave; it is common business sense as reflected through good marketing governance. Read More →
Since the start of 2017, we conducted an experiment: What would be the impact of a six-month absence from our social media, blog and eNewsletter?
Why did we do this? Content is the current marketing fad, with copious amounts of text, images and video produced in the vain attempt to be noticed. We thought it would be useful to undertake a live example to demonstrate our pursuit of marketing metrics that matter.
‘Hello darkness, my old friend, I’ve come to talk with you again.’
Content (and social media) more broadly is often an example of where marketers are often shouting into the darkness, creating activities to look busy, but with tenuous pathways towards tangible outcomes. Read More →
Welcome to the start of 2017 and the year ahead!
As always, the year promises to provide exciting opportunities as we pursue our mission of redefining marketing. Our priorities include furthering industry and sector engagement to highlight the role of marketing in securing sustainable growth. We are also continuing our partnership program, supporting agencies through our strategic expertise, by ensuring that their tactics deliver measurable and tangible marketing outcomes.
We are keen to work with Government to advance the language applied to startups. Innovation is not enough, instead, we need to discuss how marketing supports the ability to successfully commercialise ideas. Read More →
We are heading into the final weeks of 2016 and the end of another busy year for us at Syneka Marketing. At this start of year, we affirmed our commitment to redefining marketing, through the introduction of the Syneka Marketing Governance Framework. Since this time our Framework has been adopted across several key industries and associations, where we have instilled the rigour of good governance into marketing.
We would like to thank you for your ongoing interest in our work at Syneka Marketing and for being valued clients and supporters. We look forward to working further with you in 2017. Read More →
Over the course of this trimester, I have been undertaking a sessional lecturing role at Kaplan Business School, teaching Marketing Principles to undergraduates and the Value Chain to postgraduate MBA students. Lecturing provides a great way of ensuring relevancy and best practice, by the blending theory with practical applications.
Marketing Principles is an introductory marketing subject and serves as the gateway into further studies within the discipline. Marketing theory has not changed substantially since its initial inception, although the discipline continues to evolve through research and new insights.
One of the fundamental principles taught to students is strategy is before tactics. Read More →
The Australian Institute of Professional Photography (AIPP) is the association representing professional photographers, videographers and the industry more broadly. I was invited to attend their Awards evening, which recognised commitment to the association, as well as excellence in photography.
Photography is an unregulated profession that has become heavily commoditised, due to the prevalence of digital photography and cameras inbuilt into mobile phones, resulting in low barriers to entry. Consequently, anyone is able to call themselves a photographer, regardless of the quality or service that is provided.
The AIPP recognised these issues and developed its accreditation framework, establishing the standards of professional photography and videography, from both a business and technical perspective. Read More →
Relevancy is a significant challenge facing the marketing profession. There are low barriers to entry, resulting in sources of contradictory advice, which causes confusion, as well as the potential for poor outcomes.
Business Victoria is the State Government’s Economic Development Department, responsible for supporting business growth. Business Month is held each August, culminating in the Small Business, Big Marketing Event held at the Melbourne Exhibition and Convention Centre.
Even though this event is focused on marketing, it has historically lacked any involvement from the Australian Marketing Institute until this year. The Victorian Advisory Committee of the Australian Marketing Institute worked in partnership with Business Victoria to embed Australia’s peak marketing association within Business Month and the Small Business Big Marketing Event. Read More →
Marketing faces the unenviable position of having low barriers to entry, meaning anyone can call themselves a marketer, without having either the credentials or experience to support these claims.
As a consequence, there is a significant level of bad advice, leading to poor results that not only jeopardise client outcomes, but also the industry as a whole. The prevalence of design and digital agencies purporting to offer marketing, is leading to misinformation and a rush towards ill-considered tactics. The association of tactics with the word marketing, including content marketing, social media marketing, telemarketing and direct marketing, is creating an environment where tactics are undertaken without the required research and strategic insights that are required to achieve the desired results. Read More →