campaigns Archives - Page 2 of 3 - Syneka Marketing

Being Strategic

Being Strategic Through Marketing

By Advice for Businesses No Comments

In February, through our blogging and social media presence, we covered the need for businesses to be strategic.

We began by looking at the SWOT analysis. We discussed the importance of using this tool to draw insights about your business. We followed this by explaining some case studies that demonstrated where marketers have used insights to deliver campaigns that effectively reach their target market.

We ended the month by going back to the basics and discussed the need to redefine marketing. A professional marketer can provide you with the right strategies to grow your business and this drives our passion to redefine marketing.

In March we will be covering the topic of transforming plans into action. Stay tuned for more from our video series.

Viral Marketing - It's All About Context

Viral Marketing – It’s All About Context

By Advice for Businesses No Comments

Over the weekend I was catching up on some YouTube only to be confronted with an odd and rather creepy advertisement from Sportsbet entitled “50 Shades of Greyhound”. Designed as a parody of the trailer for the movie “50 Shades of Grey” the ad parodied the original trailer with a twist, having the male protagonist depicted by a greyhound.

In the span of a week, this ad has already amassed over 300,000 views on YouTube. The video has over 10,000 likes on Facebook and has been shared just under 5,000 times.

A rather different looking Mr Grey

A rather different looking Mr Grey

Viral marketing has gained increased precedence amongst well known brands who want to connect with a younger audience. Brands such as Old Spice, Air New Zealand and Metro Trains have been able to gain world wide awareness and recognition through viral marketing. While the impact of some viral campaigns have been questionable, we believe that the most important thing for a viral campaign is its context.

Personally, I found the Sportsbet 50 Shades of Greyhound ad in bad taste. However I can see their context.

The betting market is a mature and competitive industry with many players. While many individuals who engage in betting and gambling are over 50, there is a growing demographic engaging in online gambling between the ages of 18 to 29. Viral videos and an active social media presence are an effective way of reaching this demographic.

Looking at the social media pages for Sportsbet, they have just under 500,000 likes on Facebook, 98,000 followers on Twitter and over 4,000 subscribers on YouTube. Their content is clearly cutting through to their target markets.

Past campaigns have included parodies of television shows such as Wife Swap and Game of Thrones. They have also taken to making fun of their own customers during the cricket and spring carnival seasons through advertisements depicting various customer segments as “bogan”, the “handholder” and the “International”.

In creating this “lad-like” content, Sportsbet has been able to personify itself as a mate to its younger demographic, breaking boundaries and creating engagement.

50 Shades of Greyhound has been designed for those young men, who may have been forced to watch 50 Shades of Grey with their partner. It also attracts the attention of those questioning the significance of this movie. It is an impossible situation that makes a cheeky link back to its offering.

While I clearly did not enjoy it, I can see young men around the country discussing this advertisement, looking at their phones and checking for the next greyhound race!

What’s in a name? The Story behind Syneka Marketing

By Advice, Advice for Businesses, Government One Comment

Welcome to 2015, let’s aim to make this year the point in which we re-visit our visions and ensure that our actions reflect and strengthen our strategic direction. Far too many decisions in business and politics, have been undertaken on a whim, without enough thought on whether these actions strengthen your direction and vision.

With 2015 underway, we thought it was timely to re-visit the story behind Syneka Marketing, beginning with our origins, through to our present context and to where we aim to be into the future.

The name Syneka is an amalgam between Synergy and Capacity building.

Syneka - an amalgam between Synergy and Capacity Building

Our mission is to reinforce the value of marketing when defining your strategic direction. Unfortunately it is far too common to see marketing operating in a silo, both in relation marketing relative to other functions, such as sales, HR or IT, but also in regard to marketing execution. Many campaigns fail because tactical actions, such as social media content has not been integrated with other forms of copy, or where campaign objectives get overtaken by a focus on tools, rather than the overall impact.

Hence the word Synergy, Syneka Marketing exists to inject strategic thought into marketing.

We have often commented on the need to re-define marketing and there is a need to ensure that Synergy remains true to its focus on the sums of the whole being greater than its parts.

Effective marketing creates synergy. A marketing campaign that reflects your strategic direction and is supported by the various functions in your business will achieve a positive impact on profitability and your sustainability.

Capacity is the other element within the Syneka Marketing name. Strategic Marketing ensures that you are able to grow the capacity of your business and achieve your aims. Ultimately, strategic marketing is about understanding where you want to be in the future and utilising your current context to build the capacity to achieve this vision. Strong and effective marketing strengthens your capacity to deliver on your mission.

Capacity is obviously spelt with a C, the switch to a K is due to phonetics. A hard C, which is pronounced a K, is more memorable and stronger than a soft C.

We’re looking forward to sharing your journey in 2015 and ensuring that marketing delivers synergy and expands the capacity of your business.

Marketing and Budgets – the two can co-exist!

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government 4 Comments

Marketing, unfortunately, has a perception of being largely esoteric and unmeasurable and as such is often viewed as a cost centre.

It is imperative that metrics are developed for marketing activities. Consideration needs to be given to short-term initiatives, like sales campaigns, as well as activities that generate a return over a longer term, such as hosting events or attending exhibitions.

What should I set for my budget?

Research studies and surveys tend to indicate that a business will allocate around 5% to 10% of its revenue to marketing activities. These figures are a guide and would depend on the level of competition, the attributes of your products and services and the potential target markets.

Understanding how customers reach you, lets you prioritise how you invest in marketing.

Understanding how customers reach you, lets you prioritise how you invest in marketing.

Consider how customers reach you

When setting a marketing budget you should begin by understanding how customers currently reach you.

If your website is a critical entry point, then consider how you can bolster traffic to your site, through search engine optimisation and online advertisements. Key metrics, include the conversion ratio, between visitors and people that make online purchases or an enquiry. If the conversion rate is low, you need to explore how people navigate through your website, whether the sales process is easy to undertake and whether the offer is compelling.

If you operate a retail presence, you need to ensure that your store encourages customers to enter, and that sales staff are able to encourage purchases. Measure how many people visit your store and how many become customers. If the conversion rate is low, you could undertake sales training for staff, or potentially revitalise stock, or the store layout.

If you rely heavily on word of mouth recommendations, explore initiatives that can bolster referrals. Would a regular newsletter remind people of your services? Or could you undertake refer a friend initiative or other competitions? Provide a method of acknowledging key customers and the support they have provided.

Understanding how customers are reaching you, allows you to prioritise your marketing budget so you can consider where you can best allocate your resources.

Ensure you can measure outcomes

You also need to consider the outcomes you want to achieve, and then the activities that are likely to generate this return.

For example, conference presentations can be useful in reinforcing expertise, but are likely to generate return over the longer term. How many enquiries would you want from this activity and how do you capture the details of prospective customers?

Other initiatives such as promotions and specials are likely to result in shorter-term gains. You should consider the required number of customers you need to ensure that these specials remain economical.

If you utilise brochures and off-line marketing, then it is important to be able to measure the success rate of these tools.

There is an incorrect assumption that off-line advertising is less measurable than online. While it may be easier to automate online metrics, through the use of Google Analytics and website tracking, you can also measure off-line advertising.

Investing in a unique telephone number can allow to measure enquiries, or alternatively you could include a unique website address that lets you track responses. Referral and discount codes can also provide a method of tracking the effectiveness of off-line advertising.

Be aware of other costs

While budgets are primarily concerned with financial expenditure, it is imperative that you consider the people that are required to undertake the identified activities. Does your staff have the right mix of skills and are the right people allocated to these tasks?

Training may be required to provide the skills required, or you may need to introduce external expertise to complement these initiatives. Furthermore, you need to ensure that staff have sufficient time to undertake the required tasks, particularly if they are not part of their core duties.

There is an opportunity cost when requiring staff to perform activities outside of their core duties. it is important to consider how this will be managed, or whether external support would be required.

You also need to consider whether equipment or supplies are required to perform the required activities. For example, trade shows will require marketing materials and it is imperative that printing costs are factored into this activity.

Marketing can be measured - enabling you evaluate performance and results.

Marketing can be measured – enabling you evaluate performance and results.

Marketing can be measurable

Marketing, when it is undertaken effectively, can be measured, enabling the ability to set targets and to evaluate performance. Start by considering how customers reach you and the activities that can be undertaken to increase effectiveness within these channels.

Also consider, staff time and the other resources that are required for implementation, so that you can have an accurate understanding of the value you are receiving from your marketing activities.

Training Workshop: A practical guide to using Social Media

By Advice, Advice for Not-for-profit Organisations and Charities, News 3 Comments

This morning I was invited by Yarra Ranges Council to conduct social media training with a practical focus, guiding participants through the tools and platforms.

A particular focus was on Facebook, given that over half of Australia’s population has a Facebook account and the high number of community organisations that have created a Facebook Page. I guided participants through the functionality of Facebook, exploring the role of Facebook pages and the timeline layout. There are a number of opportunities to extend reach through Facebook, including the use of a Cover Photo that articulates the aims of the organisation and using multimedia content to encourage engagement.

Facebook favours content from pages that are regularly updated, giving these items greater prominence and reach. As a result, there is a direct benefit in ensuring regularly updated content on Facebook. There is also a need to encourage sharing of content, by asking people that like a page to resend items through their own networks. Facebook should be used as a platform to maintain connections with existing stakeholders and to extend the organisation’s reach.

Alex as the trainer for the Yarra Ranges workshop on social media

Alex as the trainer for the Yarra Ranges workshop on social media

We also covered Twitter looking at the role of the tool in comparison to Facebook, particularly in regard to events and campaigns through the use of hashtags. Twitter is designed for quick, instantaneous updates where there is a need to capture the attention of your followers. Facebook, by comparison, fosters a greater sense of community through people being able to view content on a page and maintain ongoing dialogue.

One of the challenges with social media is the need to generate ongoing content. As a result, we discussed Hootsuite as a tool that enables the scheduling of content and the ability to post on a number of platforms simultaneously. Scheduling content enables organisations to share ownership, as well as providing the ability to review items prior to publishing.

Feedback was extremely positive and attendees each received an advance copy of our Online Marketing eBook. We will be launching a series of eBooks in early 2014, providing the ability to share our knowledge on marketing, membership and social media.

Support Marketing implementation with the right processes

By Advice, Advice for Businesses No Comments

Every business needs to be supported by policies that guide decisions and processes that ensure effective and efficient operations.

New businesses can often find themselves without adequate infrastructure to support ongoing business. It is important that a business invests in its own processes to streamline procedures, particularly if new staff or products are introduced.

Strategic marketing explores not just the external opportunities for a business, but also ensures that its internal structures are suitable to accommodate the goals in the marketing plan. Potential options will often include training, staff recruitment, or new systems to ensure that a business can take advantage of these new opportunities.

For example, contact management is one issue that many newer businesses experience. It is critical, from a marketing perspective, to manage relationships and to store sufficient information about each customer, such as past transactions and any support queries. The storing of this information ensures that a business is able to suitably communicate with its customers, advising them of new offerings or to launch campaigns that encourage repeat business. Furthermore, this approach enables campaign tracking to measure the success in reaching new customers.

Similarly, there is a need to manage website and social media content as a business grows, ensuring that staff are aware of acceptable usage and the authorisation that may be required. Similarity in tone and communication styles, is required to ensure consistency and to build a reliable and engaged following on social media.

The focus on both internal and external factors is what makes strategic marketing extremely valuable for businesses. There is little benefit in embarking on a major campaign, if the infrastructure and processes of a business are unable to manage demand.

Poor outcomes diminish the results of marketing and unnecessarily tarnish the reputation of a business. It is imperative that marketing activities are supported through processes and infrastructure that will assist in delivering the required outcomes.