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Redefining Marketing through Business Victoria

By | Advice, Advice for Businesses, Government, News, Resources | No Comments

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.

The Australian Marketing Institute's marketing specialists: Alex and the team

The Australian Marketing Institute’s marketing specialists: Alex and the team

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.

Nine members of the Australian Marketing Institute were invited to provide half-hour marketing clinics to participants, with the aim of demonstrating the depth and breadth provided through qualified marketing advice.

The attendees at Small Business, Big Marketing

The attendees at Small Business, Big Marketing

The event attracted approximately 700 participants on the day, with approximately 50 attendees visiting the Australian Marketing Institute and arranging a session.

Business failure delivers an economic and social cost to Australia as a whole, as well as communities and individuals. Inadequate marketing and lack of strategic insight are the top ten contributors to business failure within Australia.

It is incumbent on the Australian Marketing Institute to define the profession so we can mitigate the prevalence of bad marketing advice, that not only has a cost to individuals but also our economic potential.

It’s time we focused on Redefining Marketing

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

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.

We are in an environment where it is very easy to spend on ‘marketing’, but a lot harder to generate a return.

Meanwhile, brands are being created without the insights required to correctly determine market segments and stakeholders. These brands ultimately fail due to a lack of connectivity with the market context. Similarly terms like brand equity get thrown around, without an understanding of how it should be measured and evaluated to enable performance monitoring.

Marketing needs to elevate itself and reach the Boardroom. It cannot do this while it fails to speak the language of the board and absconds from responsibility.

Marketing is often one of the first functions to be downsized during times of economic uncertainty, simply because it has failed to demonstrate value, due to poor and incorrect reporting on outcomes.

Marketing needs a governance framework that provides the capabilities and capacity to engage the Board, maintain accountability and deliver measurable results. Our White Paper on Marketing Governance provides the framework for marketing to embark on this journey.

The Syneka Marketing Governance Framework

The Syneka Marketing Governance Framework

No longer should marketing be considered a silo that is immeasurable and unresponsive. Marketing Governance provides the toolkit to enable:

  • Strategic rigour and alignment with organisational goals.
  • Evaluation and assessment of risk, both internal as well as the external context.
  • Financial accountability by correctly budgeting cost centres and revenue generation.
  • The relevant roles and responsibilities required to plan, manage and deliver marketing outcomes.
  • Accountability through metrics and evaluation, ensuring that relevant inputs, outputs and outcomes are correctly identified across the customer lifecycle and measured.

While there is the impression that these issues may be limited to smaller businesses, the fact remains that marketing is significantly underdeveloped within Corporate Australia and government agencies, as much as not-for-profit organisations and new enterprises. Some of the most evident examples of marketing governance failure come from larger companies or organisations.

Time, money and reputation is being eroded due to poor marketing governance. Marketing Governance enables Marketing to reach and engage the boardroom, by stepping up and identifying that it needs and should do better.

Download our White Paper at www.synekamarketing.com.au/syneka-marketing-governance-framework/

Marketing Clinics: Associations utilise marketing expertise

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

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.

Redefining Marketing for Associations: the 2016 Associations Forum National Conference

By | Advice for Not-for-profit Organisations and Charities, Presentations, Resources | One Comment

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.

Alex at the 2016 Associations Forum National Conference

Alex at the 2016 Associations Forum National Conference

Examples include the missed opportunities that arise from an Association not identifying potential sponsors from an existing membership base, or failing to adequately reflect value in fee for service offerings. Furthermore, there is often a lack of clarity over the touchpoints required to acquire and retain members, as well as other supporters and partners.

These failings are due to the lack of Marketing Governance, caused by a lack of connectivity between marketing related functions and the strategic direction of the organisation. Marketing Governance provides the required framework for an association to become market facing, so it can engage and motivate behaviours of its members and other stakeholders.

Our session explored the five pillars of Marketing Governance, ensuring a strategic approach that considers potential risk, as well as financial resources, personnel and reporting requirements.

Importantly, marketing governance provides the oversight that is required to make informed decisions, from the board, through to the executive, management and operational staff.
Marketing exists to deliver value, Marketing Governance provides the framework required to demonstrate and evaluate this return.

We are redefining marketing – hear us speak at two upcoming events

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

Our vision is to redefine marketing and we do this by delivering measurable and accountable marketing outcomes through the Syneka Marketing Performance Methodology .
Throughout June we will be presenting at several key events to highlight the role of marketing and the need for marketing to step up and deliver outcomes that reinforce organisational goals.

Webinar: Redefining Your Marketing – how you can measure and improve your returns and performance

On Wednesday the 8th of June we will be hosting Redefining Your Marketing – how you can measure and improve your returns and performance, a feature webinar hosted by ProBono Australia.

Not-for-profit organisations are facing immense pressure to become market responsive and yet marketing remains widely misunderstood in the not-for-profit sector.
This one hour webinar will assist not-for-profit organisations in developing a strategic approach to marketing. We will explore the sequencing and touchpoints required to enhance the stakeholder experience and explore the framework required to instill effective marketing governance and accountabilities.

Attend this session to ensure an alignment between marketing outcomes and organisational goals and generate a positive return from marketing resources.

Register through EventBrite to attend this session for Wednesday the 8th of June at 2pm. Pricing is $55 for individuals and $300 for organisations (with unlimited staff access).

The Business Seesaw at the Melbourne Brekkie Club

On Thursday the 9th of June we will be presenting at the Very Melbourne Brekkie Club, through the Melbourne Business Network in a collaboration with Paul Ostaff, from our management consulting partner, Reignite Consulting.

Join us as we discuss the Business Seesaw, as we explore the infrastructure required for businesses to build their operational and marketing capacity. Many businesses struggle to balance the need for business growth through marketing and service. Reignite Consulting and Syneka Marketing will be outlining our framework for businesses to achieve operational and marketing excellence.

Details and registration is available via EventBrite and is open to members of the Melbourne Business Network.

Syneka Marketing announced as sponsor for Club 3004

By | Advice for Businesses, News, Resources | No Comments

Club 3004 is the premiere business network stretching from the Bay to the Boulevard, encompassing the Cities of Melbourne, Port Phillip and Stonington.

As a business in South Melbourne we are pleased to announce our sponsorship and support of Club 3004. We will be assisting Club 3004 in its strategic direction and marketing capabilities, through a marketing plan that facilities value and growth.

Club 3004 hosts regular events, covering professional development and networking. For details please visit Club 3004.