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approach Archives - Syneka Marketing

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

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

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.

Marketing exists to deliver value, which is essential for not-for-profit organisations which are increasingly required to become market responsive and less dependent on government funding.

Content from this webinar is available on request, please email webinars@synekamarketing.com.au.

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.

Do not overlook your products and services

By | Advice for Businesses | No Comments

The marketing mix, or customer experience, forms the foundation of a strategic marketing approach. Each element within the mix needs to be considered from a strategic perspective to ensure alignment between business goals, market value and marketing outcomes.

While many businesses understand the core of what they offer, they often overlook the other attributes that consist of their product or service. A product or service will typically have three core components:

  1. The Core  – the fundamental need you provide. The core is the generic need that that is fulfilled by utilising your product or service. For example in hospitality you are satisfying hunger, or shelter for accommodation. This is often cited as one of the reasons for the failure of Kodak, since it failed to consider that its products provide story telling or memories, not photography.
  2. Actual product – the tangible components that customers interact with. This is the physical configuration of the product or service, including packaging, staff interaction and the product itself. Hospitality incorporates the setting of the restaurant, cuisine selection and attitudes of staff. In the case of Kodak, the product included the film quality, packaging and store interaction. Had Kodak considered its product as storytelling or memories, then the actual product would have encompassed digital storage, cameras and photography sharing.
  3. Augmented product – additional components you can offer to differentiate yourself from competitors, which reinforce your value proposition. A fine dining restaurant may incorporate an additional course in a degustation menu for regular customers, while a hotel may offer valet parking or extended check outs.
Product components

A product consists of many components – all of them need to be part of the marketing mix

Failing to incorporate a holistic view of your products or services will cause fragmentation within the marketing mix and diminish outcomes. Marketing needs visibility and influence into product development and service composition to ensure alignment across each element of the marketing mix.

The problem is not your brand – it is marketing

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

The confusion between branding and marketing with the terms often being used interchangeably, often results in poor outcomes due to the wrong questions being asked. As a result, there is a tendency to design new brands, rather than addressing the fundamental marketing aspects that should strengthen market positioning.

What is Marketing?

We have defined marketing on several occasions, including definitions adopted by peak industry associations. In summary, marketing exists to deliver mutually beneficial value; to your customers and stakeholders, as well as to your business. If marketing is not delivering value, then it needs to be reviewed.

Defining branding

Your brand is the internal and external representation of your business, as well as your products or services. Brands encapsulate the value and perceptions that you are seeking to create, through visuals (logos, packaging), audio (music, sound), tone, style and potentially other senses. Consider brands like Coca Cola, Dulux or Bunnings and the perceptions you have towards them.

Your brand is the image and identity that you seek to create with your relevant target markets.

The connection between branding and marketing

A brand is the outcome from your strategic marketing plan and not the other way around.  Unfortunately, many start with a brand and then try to shoehorn marketing around logos and values that may not be relevant to their products or target markets.

Determining your brand is premature if you have not identified the following:

  • Your Target markets, who are targeting and why?
  • Your core products and services, what are you offering to your target markets and why?
  • Your value proposition, what value do you provide to these target markets?
  • Core elements of the marketing mix, or customer experience. In particular, make sure that pricing points are relevant and you have identified key distribution channels.

Your brand needs to reflect your strategic direction so you can deliver a consistent experience that builds customer acquisition and loyalty.

Successful brands are those have ensured a consistent marketing approach, Apple across its product lines is a typical example of a brand that is known for innovation. This creation of innovation as a value proposition, was defined through its marketing direction, ensuring that products, their design, function and communications reflected this positioning.

A brand refresh is more than a new logo or colouring scheme; it needs to be considered from a marketing context. There is little point developing or refreshing a brand that does that have relevance to your marketing direction.

A Strategic Approach to Measuring Marketing Performance

By | Advice for Businesses, Resources | No Comments

What value does marketing deliver? This is the number one question any Chief Executive or Chief Financial Officer asks of marketing. Unfortunately, more often than not, the answer is not forthcoming.

This is why marketing is often the first department to be downsized during economic uncertainty, despite logic stating it should be one the of the last. Why is this? Ultimately, it is because marketing has failed to justify its own value.

This situation will not change while marketing follows an execution based approach, lurching between tactics; whether they be social media, content, events; or concepts, like the customer journey or customer experience, which have become so over utilised, they have been severed from any basis in marketing.

This situation is rife across all sizes of organisation; whether for-profit, not-for-profit or government, and yet the traditional approach is rinse and repeat, further eroding the credibility of marketing and its capacity to deliver value.

Since our formation in 2009 we have demonstrated the value that is created through a strategic approach, leading to recognition in the Australian Marketing Institute’s Awards for Marketing Excellence and our designation as Certified Practising Marketers.

Unfortunately, the word strategy has been hijacked by execution led agencies, who have tarnished the term for their own needs. This is despite the fact that the only strategy you will receive for example from a social media agency is social media. This does not provide a marketing strategy that integrates each element of marketing communications and the remaining marketing mix.

In 2016 we want to be able to stop saying we told you so, by preventing the litany of costly marketing mistakes that never should have occurred in the first place.

This is why we developed the Syneka Marketing Performance Methodology , which delivers an accountable and measurable marketing approach that is aligned with business goals. The Syneka Marketing Performance Methodology delivers continuous improvement within the marketing function and brings it back to its core definition of delivering value; the same way other business areas have been expected to strengthen outcomes and returns.

The Syneka Marketing Performance Methodology

The Syneka Marketing Performance Methodology commences with a Marketing Audit, which reviews existing activities through stakeholder consultation and internal analysis. The Marketing Audit defines the metrics required to measure marketing outcomes and establishes the foundations to deliver marketing performance.

The Marketing Forecast considers the external environment, identifying competitive pressures, customer demographics and market potential to achieve campaign or marketing goals. The result are outcomes that are optimised to deliver returns, supported through implementation schedules that identify metrics, outcomes and areas of responsibility.

The Marketing Audit and Marketing Forecast are designed to deliver results within the existing resource requirements. The Marketing Plan, the third component of the Syneka Marketing Performance Methodology , is designed to align business goals with marketing outcomes. The Marketing Plan considers both the short-term opportunities and the positioning that is required to achieve results into the future. The Marketing Plan defines the metrics that are required to measure marketing outcomes over the life of a business plan.

Marketing Execution is the last element of the Syneka Marketing Performance Methodology . This is because tactics and execution need to be guided through a strategic approach and not the other way around.

In the financial world the auditor never undertakes the day-to-day bookkeeping function due to the obvious conflict of interest. Marketing needs a separation between strategy and execution to ensure the delivery of accurate and measurable outcomes.

Our delivery of the Syneka Marketing Performance Methodology is undertaken through consulting services and training to build the capacity of marketing teams. Download our free guide of Syneka Marketing Performance Methodology to discover how we are re-defining marketing.

Visit Brisbane ad

Is it Visit Brisbane or Visit Melbourne?

By | Government | No Comments

As a strategic marketing agency it is our role to assist clients in determining their unique value proposition, which in turn informs their target markets and marketing mix. Over the break I encountered this billboard at Southern Cross Station:

 

At first, I thought that it was perhaps an advertisement for a restaurant at South Warf, given it is approximately 1 kilometre from Southern Cross Station and has almost the exact same look and feel as this advertisement.

On closer inspection, I realised that this was not an advertisement for South Warf, but for Brisbane.

Visit Brisbane ad

Visit Brisbane ad

Brisbane, unlike other areas in Queensland, is the urban centre, with a population of 2.3 million. It doesn’t have the glitzy beaches and hotels like the Gold Coast or the pristine scenery of the Whitsunday’s; and in many ways it is a lot like Melbourne.

Brisbane Marketing is the official tourism organisation for Brisbane, with one of its goals to increase interstate tourism from Melbourne. Unfortunately, this campaign has not understood this target audience.

South Warf Melbourne

South Warf Melbourne

Riverside dining at South Warf Melbourne

Riverside dining at South Warf Melbourne

There is no point creating a tourism campaign that looks like it was shot in Melbourne and then sold to people in Melbourne, when they can get the same experience walking 12 minutes from Southern Cross Station.

Tourism exists to generate a return, and while this campaign goes beyond the typical flora and fauna approach it does not look at how to position Brisbane’s strengths relative to Melbourne.

We encourage Brisbane Marketing to look strategically at their target audiences and start creating campaigns that these audiences with value.