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The Impact of our Marketing Audit

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News, Resources | No Comments

Syneka’s Marketing Audit can strengthen your return on marketing through our accredited Marketing Governance Framework.

A large education provider in Victoria commissioned Syneka Marketing to review its marketing activities. The Marketing Audit identified gaps in marketing processes and strategy, as well as determining improvements to marketing processes to optimise results.

Our Marketing Audit is based on the premise of reviewing existing capabilities, with the delivery of recommendations to strengthen marketing capacity.

Our methodology is developed through a three phased approach:

We identified that the education provider’s marketing collateral did not fully align with the overall customer and stakeholder journey. There was also a need to redefine the customer experience to include key influencers. The marketing team lacked the strategic direction to align itself with the values of the organisation.

The Marketing Audit recommendations provided insights into the purchase decision, allowing the organisation to consider how it could strengthen the number of enrolments for each education program,  as well as improving the capacity of the existing marketing team.

Syneka’s Marketing Audit delivered measured results that have generated a positive return on marketing investment.

To secure your consultation to discuss the role of a Marketing Audit for your organisation, book online here or contact us on 1300 965 989

National Disability Insurance Scheme (NDIS) Report of Findings

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News, Presentations, Resources | No Comments

Today we hosted our National Disability Insurance Scheme (NDIS) Industry Roundtable providing a forum for NDIS providers to explore the challenges and opportunities in becoming market-ready under the NDIS.

We have worked extensively with disability service providers and equipment suppliers in developing the marketing capability and capacity required for the market driven environment of the NDIS.

Alex presenting to attendees at the NDIS Report of Findings Roundtable

Attendees gained an understanding of the current NDIS context, the state of marketing within the NDIS and the elements required for a successful market readiness strategy. In particular there, is a need to utilise marketing governance to instil to successfully differentiate within a competitive market context.

The NDIS is an extremely competitive market, due to the high level of participant choice and potential possibilities that exist within specified NDIS supports. In a highly competitive market, price and brand are the main levers used to influence demand. Given that pricing controls currently exist within the NDIS, the only potential option for providers is to successfully differentiate through their brand. Building brand equity requires a strategic approach to marketing, with the ability to measure and strengthen awareness, attitudes and loyalty.

Marketing Governance provides the framework for NDIS providers to respond to the changing market conditions through the NDIS, through the strategic alignment between business and marketing outcomes, as well as the management of risk. Success within the NDIS requires marketing roles to be clearly defined so there is an understanding of how to measure marketing performance, as well as allocating the resources required to build and sustain market demand. Ultimately, this instils an outcomes based approach to marketing, with the ability measure marketing inputs and outputs across the chain of marketing activities.

Marketing Governance ensures the building of brand equity, by aligning strategic direction, understanding brand risks and by measuring and strengthening awareness, attitudes and loyalty.
The roundtable coincided with the launch of our NDIS Report: Challenges, Solutions and Market Readiness. Our research explores over 1000 National Disability Insurance Scheme (NDIS) registered providers to determine the level of market readiness as the NDIS continues to roll out across Australia.

Through this report, we identify the key challenges facing NDIS providers and the opportunities that exist in strengthening marketing capability and capacity as well as maximising their impact in an NDIS environment.

To download your copy of our report NDIS: Challenges, Solutions and Market Readiness, please visit www.synekamarketing.com.au/ndisreport

Attendees at the NDIS Report of Findings Roundtable

NDIS Industry Roundtable: Report of Findings

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

The introduction of the NDIS is reshaping the delivery of disability services by introducing a demand-driven model to encourage choice between services and providers.

Disability service providers that traditionally rely on block funding need to build revenue certainty in an environment that now encourages choice and competition. As a consequence, there is an urgent need to build marketing capability and capacity for disability service providers.

Syneka Marketing has been working with for-profit and not-for-profit disability providers to enhance market readiness within this uncertain environment. On the 22nd March,  we will be presenting our report into the current state of market readiness within the NDIS and the steps to strengthen marketing capability and capacity.

We invite disability providers of all sizes to attend our NDIS Industry Roundtable where we will be presenting and workshopping the findings from this report. If your organisation is looking for ways to remain viable and sustainable, then attend this event and learn how to safeguard the future of your future.

Time: 12:00pm to 2:00pm
Location: Kelvin Club, 14 Melbourne Place, Melbourne CBD

Register through www.synekamarketing.com.au/ndisreport

 

Welcome to 2018: A look at the year ahead

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News | No Comments

To celebrate the year ahead, for 2018 and the Year of the Dog, we held our Welcome Back Drinks in the company of our clients, business partners and associates. Our guests bring their own business journeys and it was fantastic to see Pat Slattery at our event, who was one of our first clients from almost ten years ago.

Pat Slattery, our first client from 2009, speaking to guests at our Welcome Back Drinks

Our focus on Marketing Governance continues, with our work ensuring organisations can measure marketing outcomes, along with providing clarity for roles and delegations. It is increasingly apparent that the Australian Marketing Institute, which in theory, is the peak body representing the marketing profession, is absent from the policy and advocacy activities needed to define the role and purpose of marketing.

We are filling this void, with an emphasis on industry research for the year ahead. Industry events are planned for aged care and disability providers to assist organisations in utilising marketing to overcome increasing business uncertainty.

Our small business consultancy, Business Growth Partners, is developing industry-leading research on the critical success factors for startups and growing businesses. The statistic that nine out of ten new businesses fail in the first twelve months, should not be considered as a fait accompli, rather we should be exploring the toolsets necessary to stimulate business growth.

Our team members, Megan and Ruby, at our Welcome Back Drinks.

The lack of barriers to entry into the marketing profession results in unqualified advice that creates a punitive cost to businesses and not-for-profit organisations. It is the role of Marketing Governance to provide the right marketing information to encourage decisions that build and sustain market presence.

Thank you for joining us on this journey and we look forward to working with you in the year ahead.

Marketing Governance in a Family Business: Workshop with Family Business Australia

By | Advice, Advice for Businesses | No Comments

Family Business Australia is the peak industry association representing the diversity within family owned businesses. The association delivers services to family businesses but also builds the capacity of organisations that service the sector.

We were invited to deliver our Workshop on Marketing Governance to family business advisors, exploring the dynamics and role of marketing within a family business. Family businesses require not only sustainable growth, but also the ability to provide support succession planning for their children and future generations.

Alex with PKF Australia and Family Business Australia discussing Marketing Governance.

Alex with PKF Australia and Family Business Australia discussing Marketing Governance.

Marketing is often an entry point for parents seeking to position their children into roles, and as such, it is imperative that the business embed good governance to support these requirements. Marketing is more than just promotions; it needs to ensure consistency across the marketing mix or customer experience, enabling marketing to support growth through customer acquisition and retention.

Our workshop on Marketing Governance explored how family business advisors could identify key issues within marketing and the need to provide support that will strengthen internal capabilities and capacity.

The viability and sustainability of the family business sector are vital to both economic and social growth, and we, therefore, need to provide the resources that enable family businesses to make informed marketing decisions that contribute to tangible business outcomes.

The Montague Street Bridge: a tale of how marketing fails to understand risk

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities | No Comments

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)

Hiding rather than avoiding Risk (Photograph: Hamish Blair)

Had Gold Bus Ballarat viewed this action from a viewpoint of risk, they would have realised the consequences of the resulting scrutiny. Unfortunately, marketing often fails to assess risk factors, resulting in an extensive list of campaigns that have caused reputational damage, as well as financial loss:

This year has proven to be no different:

  • In March, Coopers failed to assess sponsorship risks when it was forced into a public apology when the Bible Society used its beers to film a poorly scripted debate on marriage equity.

On behalf of the Coopers Board and seniors staff, we’re incredibly saddened by the impact our involvement with the Bible Society has had on our valued Coopers drinkers and our extended family,” (Coopers Brewery)

  • A month later, Pepsi blew an estimated $100 million, plus a history of corporate social inclusion, due to its doomed campaign featuring Kendall Jenner and the trivialisation of social justice movements.

Each of these campaigns (and many others) would have never seen production, let alone public viewing, had there been suitable oversight and consideration of risks.  Despite these reputational, legislative and financial failures, history is likely to repeat itself with more examples likely to join this list.

Just like the Montague Street in South Melbourne, which has been hit at least six times so far in 2017.

History repeating itself: When Marketing (or road users) fail to consider risk

How do we prevent history repeating? We need to elevate marketing into the domain of governance, so that risk, as well as oversight, is embedded into decision making.

Join us as we explore Brand, Reputation and Risk: Managing Marketing Governance in partnership with the Governance Institute of Australia on Wednesday the 26th of July 2017 in Melbourne.

Registration details available at www.governanceinstitute.com.au/education-training/calendar-of-events/eventdetails/E00693/brand-and-reputation-marketing-governance