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advertising Archives - Syneka Marketing

Brand and marketing – how they fit together

By | News | One Comment

There is an increasing level of confusion between branding and marketing, with the two terms often being used interchangeably to communicate the visual or strategic objectives of a business.

We have come across many businesses and organisations recently, that have undertaken branding and marketing in the reverse order. This has resulted in a brand being created without a marketing plan, often then requiring the brand to altered when the strategic rigour provided within the marketing plan identifies misalignment.

Branding is a potential output of the strategic marketing planning process and not the other way around. At the base level, a brand enables the differentiation of one business from another, providing a conduit that builds common ground between stakeholders and personnel within the business.

The marketing planning process determines the overall marketing direction of the business. Branding and identity is a potential output and tactic that may be considered. If this is the case then a brand strategy is created which determines the attributes and essence of the brand, as well as guideline around the brand name, presence and brand promise. From this comes the visual identity and complementary creative materials that support the communication of the brand.

With marketing being ill defined, it can be easy for businesses to become confused between the two terms. This is compounded by the fact that Australia is dominated by tacticians of marketing such as the digital agency, creative agency or advertising agency.

2016-06-03 Pencil 1000px x 1000px

For non-marketers, particularly those on boards, it can be easy to take the branding option first rather than to invest in a marketing plan. Often a marketing tactician will show visual examples of their work and draft concepts, causing boards and other decision makers to often ask the wrong questions and hence confuse branding for marketing.

The strategic insights through marketing should always be the first aspect you consider when you look at your marketing mix. Once this step is undertaken, you can then consider what is required to develop a brand that resonates with your marketing direction.

NGV Members Summer Party – Andy Warhol and Ai Weiwei

By | Advice for Businesses | No Comments

Syneka Marketing is a proud patron of the arts and we are a supporter of the National Gallery of Victoria, through membership and event participation.

Each year the National Gallery of Victoria hosts its Summer Party, highlighting its current exhibition and providing a lively atmosphere, through music and festivities. This year, the Summer Party coincided with the premier exhibition featuring Andy Warhol and Ai Weiwei.

Andy Warhol, as a leading figure in pop art, blurred the lines between celebrity and artist, using a combination of mediums to convey his artist intent. Andy Warhol had a background in commercial illustration and advertising, which carried through to his artistic work where he often explored the impact of icons.

Andy Warhol's Campbell's Soup Cans (1962)

Andy Warhol’s Campbell’s Soup Cans (1962)

Ai Weiwei extends many of Andy Warhol’s concepts, juxtaposing modern icons with a political overlay and historic context. In particular, Ai Weiwei has extended the interaction between artist and community, incorporating active social media engagement, while maintaining a focus on human rights.

The Andy Warhol and Ai Weiwei exhibition demonstrates the evolving nature of art. The National Gallery of Victoria’s Summer Party was the ideal occasion to see the unfolding narrative of these works.

The Andy Warhol and Ai Weiwei Exhibition concludes on the 24th of April.

20th Man fund logo

20th Man Fund Breakfast with Harold Mitchell

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

The 20th Man Fund is a not-for-profit organisation founded by Les Twentyman, providing support to young people who face homelessness and disadvantage. The organisation holds breakfast events to raise awareness and to promote its work.

This event was the second that I attended with Harold Mitchell as a keynote speaker. In addition to his work in advertising Harold is also a philanthropist. At this event Harold spoke about his humble beginnings, including facing major life challenges, and the need to support young people to provide them with opportunities to lead a fulfilling and meaningful life.

Les Twentyman also spoke at the event, with the event being part fundraiser for the organisation. We wish the 20th Man Fund the best for 2016.

Port Phillip Business Network Lunch with Harold Mitchell

By | Advice for Businesses | No Comments

The city of Port Phillip is home to many marketing and advertising agencies (including Syneka Marketing) and is considered to be the heart of marketing in Australia.

I attended the Port Phillip Business Network lunch with Harold Mitchell. The event was held at the St Kilda Town Hall, which attracted many local business owners from within the City of Port Phillip.

Harold Mitchell spoke about his experiences working in advertising, including setting up a media buying agency in South Melbourne. One of the key aspects I took away from Harold’s speech was the fact that he made the decision to build an agency around his strengths. At Syneka Marketing we specialise in strategy because this is something that we do well and can deliver with confidence.

Sonya Pemberton a producer and documentary maker also spoke at the event. Sonya, like Harold focuses on creating projects that work to her strengths as a film maker and producer.

We look forward to attending similar Port Phillip Business Network events in the future.13

20th Man fund logo

Twentieth Man Fund Fundraising Breakfast with Russel Howcroft

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

The 20th Man Fund exists to alleviate poverty and to provide positive opportunities for disconnected youth. Since its beginnings in Melbourne’s Western suburbs, the Fund has grown to provide services across Melbourne and Victoria.

The 20th Man Fund was created by youth worker Les Twentyman, who through his career, saw firsthand the effects of disconnection and isolation within young people.  Over twenty years later the 20th Man Fund has grown to provide a range of services, including crisis accommodation, support services and leadership development.

20th Man Foundation Breakfast

20th Man Foundation Breakfast

This morning we attended a fundraising breakfast, which featured former advertising executive Russel Howcroft. While Russel is known for his appearance as a panelist on the Gruen Transfer, the breakfast provided an opportunity to learn more about his life prior to his career in advertising. Russel discussed his childhood and work history, which then developed into a passion for advertising and his subsequent involvement at Channel 10.

The 20th Man Fund is an example of a not-for-profit organisation that is dedicated to its mission in creating opportunities for young people. For further information please visit www.20thman.com.au

Marketing – Why we need to deliver measurable results

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

The marketing profession has the unfortunate reputation of being seen as esoteric. This has been the result of an execution led approach, where strategy has often been shoe-horned to justify tactics. In contrast, a strategic led approach explores the desired impact and then identifies the tactics that enable these outcomes.

Marketing is often one of the first functional areas to be downsized during tougher economic times, largely due to it being seen as a cost centre from a financial perspective. Embedding metrics into marketing, enables the ability to identify revenue outcomes, as well as costs, demonstrating the overall level of impact. Similarly, there is a need to measure the right results. The number of followers on social media is secondary to the level of engagement. The number of website visitors, should be considered the context of your target market and conversions through to your call to action.

The advertising industry, and marketing by association, has always been tarred by the comment “Half the money I spend on advertising is wasted; the trouble is I don’t know which half” attributed to US merchant John Wanamaker.

Such comments should not be the case. Marketing as a function, should be focused on building the capacity of your business, by aligning your goals with outcomes. Begin by understanding what you want to achieve and benchmarking the potential outcomes.