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audience Archives - Syneka 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.

Asking the wrong question: The Taxi Industry receives feedback via Twitter

Ask the wrong questions, get the wrong answers – Exploring the YourTaxis Campaign

By | Advice, Advice for Businesses, News | 2 Comments

It is unfortunately for too common for businesses to ask the wrong questions when seeking marketing support. This perpetuates the ineffective tactics led approach to marketing, which ultimately diminishes returns due to a lack of consistency with the desired strategic direction.

We often see this when a business is seeking website modifications, social media content or a branding refresh. There is the assumption that these isolated tactics will result in business growth, rather than the question being ‘how do we ensure consistency across the marketing experience and throughout each stage of the customer journey’.

Social media in itself will not foster customer loyalty or engagement if the customer base is not receptive to this medium. Similarly, a website will not result in new business if the processes behind the site are cumbersome or unwieldy.

Often there is need to dig beyond tactics to discover the broader marketing questions that need to be answered. Specifically, there the need to consider how each tactic should reinforce the customer journey to culminate in an experience that fosters outcomes.

We saw this earlier this year with Woolworths failing to consider the ramifications of its Fresh in Our Memories Campaign, and more recently with @YourTaxis, a social media campaign that failed in its attempt to shift public perceptions of the taxi industry.

Woolworths asking the wrong questions: The Fresh in Our Memories Campaign

Woolworths asking the wrong questions: The Fresh in Our Memories Campaign

While Woolworths should have had the resources, foresight and capability to think through the ramifications. The client of the YourTaxis campaign was a not-for-profit membership organisation that would have limited resources and failed to ask the right questions.

The Taxi industry, which has traditionally had few direct competitors, is now under significant pressure from Uber, despite the ride sharing service being somewhat legally ambiguous under current Victorian legislation. The Taxi Industry has responded by been undertaking advocacy efforts to review Uber given current legislation.

Uber has significant strengths in social media and strong online loyalty, aspects that are not shared by the taxi industry. A tactics based approach resulted in the YourTaxis campaign simply replicating what had worked for Uber, despite the high element of risk. The campaign failed on any discernible metric, with Twitter users complaining about Taxis and many complementing Uber within the same Tweet.

Asking the wrong question: The Taxi Industry receives feedback via Twitter

Asking the wrong question: The Taxi Industry receives feedback via Twitter

The question that should have been asked was ‘how do we improve the perception of taxis to assist in influencing the political debate?’ Had this question been asked, a social media campaign focused on soliciting public views would have never been considered.

A strategic marketing approach would have asked the right questions: focusing on all elements rather than just promotions

A strategic marketing approach would have asked the right questions: focusing on all elements of the marketing mix rather than just promotions

Answering the right question would resulted in a substantially different campaign:

  • There would be a focus on service delivery, highlighting improvements, such as driver training and standards, as well as streamlining the complaints process.
  • Promotional campaigns would have focused on the role of taxis as a form of transport to an audience of State MPs and other decision makers, rather than end users.
  • A public component could have been explored through the hopes and aspirations of taxi drivers, with the aim of building personal rapport with the sector.

Answering the right question would have resulted in a campaign focused on the entire marketing mix, with stakeholders including passengers and policy makers. Alignment between each element in the marketing mix, particularly the service, processes and people elements would have enhanced the industry’s standing.

A strategic approach to marketing ensures the right questions are being asked, so you can reach the right answers. Unfortunately in this case, the wrong question was asked twice, with a second campaign on Remembrance Day resulting in further criticism through social media.

Asking the wrong question twice: The YourTaxis Tweet on remembrance Day

Asking the wrong question twice: The YourTaxis Tweet on Remembrance (not Rememberance) Day

The end result is an industry that now has a harder time influencing debate and decision makers, as well as a not-for-profit membership based association that most likely has diminished standing with its members. It is a shame when time, money and reputation is thrown away simply because the wrong questions were asked.

PS We attempted to reach out to the Agency that initiated the YourTaxis campaign to explore their perspective. We received no response.

Measuring Marketing Performance – Don’t confuse inputs for outputs

By | Advice for Businesses | No Comments

Last time we explored the customer journey, returning to the decision making process, as a potential customer begins at a pre-purchase phase prior to a purchase and then post-purchase considerations. We also explored the customer experience, to ensure that the term returns to its core definition within the marketing mix.

Both of these concepts demonstrate the need for consistency, as well as multiple contact points to reach customers and influence decisions. As a result, there is a need for a holistic view of marketing, since running disparate tactics will result in diminished outcomes. Furthermore, undertaking a holistic approach enables a greater degree of confidence in decisions and the ability to measure overall impact.

Unfortunately there is a lot of misinformation in regard to the measurement of marketing performance. Firstly, offline content, such as product factsheets, print media, radio and TV can be measured and should be evaluated to understand overall performance. Secondly, many digital metrics, such as website visitations, social media interaction are in fact inputs rather than outputs.

Far too often, we see marketing managers that report on website visitations, Facebook likes or Twitter followers, without providing metrics that consider the end outcomes, namely conversions into customers or repeat purchases. The key is to use these inputs and map the contact points that are required across the customer journey to achieve the end result, such as a purchase or repeat purchase. Similarly, the customer will have differing forms of interaction with a business, beyond promotions, such as a direct interaction with staff, or a visitation into a store. Each of these aspects form part of the journey and need to be measured, as an adverse experience across any of these areas can deter purchase intent.

Begin by assessing the channels that you use to raise overall awareness and then consider the next steps that a customer takes once there is general awareness. Is your prospective customer visiting a website and then following up through email or phone, or do they undertake further research, prior to returning? Is the first point of contact a broadcast medium or referral, rather than a website?

Pre purchase purchase post purchase

Each of these components form an input into the end goal, so consider overall reach, followed by identifying customers that have taken a subsequent step along the next contact point. Benchmark and evaluate these results so you can make informed decisions on the rate of marketing return and the effects of any modifications. As a result you can identify the relevancy of website visitors, whether event participation is reaching the target audiences and overall number of contact points and timing required to achieve purchase intent.

Uncovering Content; One angle at a time

By | News | No Comments

As the peak association for professional marketers, the Australian Marketing Institute provides ongoing opportunities for professional development. This evening we continued our exploration of content, discussing digital based campaigns and the latest learnings in emerging social media technologies. Tonight’s event featured three speakers who all aspects of a digital campaign, including development, education and the role of digital in influencing the decision making process.

While content might be the current emphasis in marketing, it is imperative that it is viewed as one component in a marketing approach. Successful campaigns depend on identifying the right target markets, articulating key messages and aligning the communication channels with this audience.

Marketing – Your short-term action need to strengthen your long-term position

By | News | No Comments

As a strategic marketing agency we work with our clients to align their business goals with marketing outcomes. The end result is a combination of short-term actions that can be implemented immediately and activities that build the capacity of a business over the longer-term. Like personal goals, business goals can take time, perseverance, strategy and dedication to accomplish.

Unfortunately in today’s fast paced environment it can be far too easy to rush into ill-considered short-term actions, which can have a detrimental impact on growth over the longer term. Aggressive pricing discounts are one of the most evident examples of this approach, whereby a short-term spike in sales, will often jeopardise the value proposition over the longer term.  Pricing is one element of the marketing mix and needs to be considered in tandem with all aspects of your business.

A tactics led approach can perpetuate business uncertainty, given that there is little consideration on the overall impact of a business. As a consequence, the wrong metrics are often collated, providing numbers that appear positive, but have little value. Classic examples include website visitations, when the more important metric is conversion and measuring the desire to purchase.

Furthermore, marketing activities do not work in isolation, and there is a need to measure the effectiveness of several activities across the entire decision making process. The evaluation of your marketing activities need to not only look at the performance of each tactic, but also their collective impact.

Unfortunately, it can often be difficult for business owners to view their business objectively, leading to poor judgement around strategic marketing decisions. Marketers need to demonstrate strategic expertise to ensure that all activities are assessed objectively and in the context of business goals.

The lack of objectivity is often evidenced in the rush for the latest trend, where the buzz blurs the metrics that actually matter. Content is the current example, whereby content for contents sake achieves little, but a targeted approach aimed at connecting and engaging target audiences, can have merit.  Social media was previously caught in a similar buzz, with metrics highlighting Facebook likes, but with little consideration on the need to convert these likes into advocates and customers.

A strategic approach looks beyond the buzz and begins by viewing a business holistically. There is a focus on relevant metrics, so that a business is able to measure outcomes and adjust to changing needs as required. As result, marketing activities focus on overall impact, ensuring a consistent experience that motivates purchase decisions.

Importantly there are often compounding benefits to a strategic approach, with short-term initiatives strengthening over time and reinforcing the value proposition of a business.

Business success is never going to be achieved by looking at discrete short-term actions, or rushing to the latest buzzwords.  Focus on your longer-term aspirations and begin by exploring initiatives that can be achieved in short-term while being consistent with your business goals.

Swinburne University

Australian Marketing Institute and Swinburne TAFE bringing industry to the classroom

By | News | One Comment

This afternoon I was invited to attend a mock trade show created for Swinburne TAFE students studying Certificate IV in Marketing and a Certificate IV in Business. The expo was created to enable students to develop the marketing strategies for an innovative product that could be sold in the real world.

Alex awarding a prize to a student

Alex awarding a prize to a student

I was the keynote speaker at the event and highlighted the skills that emerging marketers need to gain employment within the marketing profession. The expo enabled students to showcase their marketing knowledge including the need to look beyond pricing points and into the positioning of their products and the audiences they are seeking to attract.

Alex Makin at the expo

Alex Makin at the expo

Several prizes were awarded to the students. Congratulations to Swinburne and its students for developing an innovative approach that showcases marketing capabilities.