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 →
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 →
We support our conference presentations with complimentary marketing clinics. These clinics provide the ability for attendees to discuss the state of marketing in further detail. Our sessions proved to be immensely popular, as we spoke with a range of associations covering a diverse range of stakeholder needs.
Common elements included the need for connectivity between marketing related functions, as well as the need to properly define marketing metrics. Far too many associations are incorrectly viewing website visitations, or social media likes, or event attendance as outcomes, when they serve as an input into broader engagement in the decision making process.
Our marketing clinics are designed to strengthen the capabilities and capacity of marketing and it is always a pleasure to work through these aspects in detail. Read More →
The Associations Forum focuses on strengthening associations, through good governance. Each year the Annual Conference brings together the diverse mix of associations that exist for the interests of their members.
We had the pleasure of opening the second day of the conference with our plenary session on Marketing Governance. Most associations do not have dedicated marketing teams, with the responsibilities often being divided between membership, sponsorship, communications and service provision roles. As a result, many associations miss the strategic insights that are provided through marketing. This often means that metrics are not being effectively collated, making it difficult to evaluate the return on marketing investment. Read More →
The role of intermediaries and distribution channels seems is often neglected when considering the marketing mix, yet these channels can assist in achieving marketing objectives, including reach into target markets and value adding of client based solutions.
Collaboration and the fostering of partnerships applies equally to business, not-for-profit organisations and government. Collaboration, however, will not work effectively when it is poorly defined. When this occurs collaboration can quickly become in effect a client/supplier relationship or a partnership in name only, with the terms being one-sided.
The Associations Forum aims to encourage best practice for associations to foster good governance within the sector. Last year I was invited to conduct a workshop for members of the Forum, exploring the role of marketing within associations.
This year I will be presenting a plenary session on the role of marketing at the 2016 Associations Forum National Conference. This session will explore the role of marketing within associations, identifying the need for good marketing governance and defined how outcomes can be measured through a strategic approach.
The Associations Forum National Conference will be held at the Melbourne Exhibition and Convention Centre, Redefining Marketing: Metrics and Marketing Performance for Associations is a plenary session opening the conference on Tuesday the 5th of July. Read More →
Marketing is one of the most misunderstood terms in the not-for-profit sector, resulting in a tactics based approach that fails to deliver tangible value. This afternoon I was invited to present a session on the role of marketing within the not-for-profit sector as part of ProBono Australia’s Executive Webinar series.
This session explored the need for marketing governance within not-for-profit organisations. These foundations are essential in not-for-profit organisations, where the marketing function tends to be dispersed across an organisation.
As a presenter I encourage interactivity so we harnessed the chat functionality of the webinar system to encourage discussion, providing an opportunity to ask questions and work through the content in further detail. Read More →