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committee Archives - Syneka Marketing

Setting the standard: Why accreditation matters for marketing

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

Imagine, one morning someone enters your office and tells you that they want 20% of your annual turnover because they have a ‘great idea’ to grow your business. They are unable to provide any evidence to support their claims, other than saying they have a ‘great idea’.

It goes without saying, but not many business owners or managers would contemplate making such a transaction.

Unfortunately, this is what marketing often looks like, with far too many decisions made on hunches or guesses, rather than a factual understanding of market needs, positioning and opportunities. As a consequence, marketing consulting and marketing services have a surprisingly low barrier of entry, with anyone able to claim they are a marketing consultant, expert, specialist or even ‘guru’.

Research into business exits often cites the lack of marketing insights as being one of the top ten causes of business failure. This is despite marketing spend often being between 10% and 20% of an annual budget.

The current approach provided by many who claim to provide ‘marketing’ is failing businesses and the wider community.

This is why accreditation matters for marketing, and is why we are so heavily involved with the Australian Marketing Institute (AMI). Accreditation has the potential to uplift the marketing profession and provide a benchmark for the delivery of marketing services.

No business would seek financial advice from someone that lacks appropriate accreditation, given the potential ramifications of bad advice. Yet we as professional marketers, have lost track of the amount of times we have been brought in to fix the mistakes made by pseudo-marketers. It is time to put an end to pseudo-marketers by recognising the definition of marketing (as defined by the Australian Marketing Institute):

Marketing creates value – for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It offers techniques that help firms better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective.

Marketing exists to build the capacity of your business so you can achieve your business goals. This is why one of the core marketing concepts is the marketing mix (commonly known as the customer experience):

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

The marketing mix highlights the areas that marketing needs to consider to enable business growth

The marketing mix shows the impact of marketing across a business, yet pseudo-marketers, the self-proclaimed ‘experts’, ‘specialists’ or ‘gurus’ will often only focus on one or two elements. This leads to disparate tactics that will create inconsistent outcomes, ultimately resulting in reputation and operational risks.

The Certified Practising Marketer - as accredited by the Australian Marketing Institute

The Certified Practising Marketer – as accredited by the Australian Marketing Institute

The Certified Practising Marketer (CPM) designation is accredited by the Australian Marketing Institute and sets the standard for the marketing profession.

Certified Practising Marketer (CPM) accreditation assesses academic and professional experience to ensure that there is an understanding, as well as ability to apply marketing. Accreditation means a commitment to the Australian Marketing Institute’s Code of Conduct and the requirement of continuing professional development to ensure ongoing learning.

A Certified Practising Marketer (CPM) understands that marketing is more than disparate tactics. A Certified Practising Marketer (CPM) realises that marketing is the strategic alignment between business goals and marketing outcomes, resulting in a measurable and positive impact on business growth and innovation.

At Syneka Marketing we are proud of our ongoing involvement with the Australian Marketing Institute. Our founder, Alex Makin is the State Chair of the Australian Marketing Institute’s Victorian Advisory Committee and our leadership team maintains Certified Practising Marketer (CPM) accreditation.

Do not risk your business with pretenders that lack accreditation and industry recognition. Accreditation matters for marketing, just as it does for Accountants, Lawyers and Engineers.

Big Data and Innovation: Upcoming events from the Australian Marketing Institute

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

The new year has been begun, and the Victorian State Advisory Committee is hosting two events in February and March to explore the outcomes created through big data and to anticipate the next wave of marketing innovation.

Big data: Turning buzzwords into business outcomes

Begin in February with the practical tools and take home tips surrounding the current buzz topic, big data, courtesy of our special guest speakers Kieran Hagan, IBM (Big Data Technical Sales Manager for Australia and New Zealand), and Dr Con Menictas, Qantas (Senior Statistician at Qantas and Qantas Loyalty).

We have all heard of big data and know we should be using it, but how do we do it?

Date: Thursday 26 February 2015
Time: 7.30am for 7.45am-9.00am
Price: $75 for members, $95 for non-members (as an individual event)

Location: The Hotel Windsor, Bourke Room, Spring Street Melbourne

Break out of the box with Cyriel Kortleven

In March explore the future with a mind-expanding interactive session with international keynote speaker, Cyriel Kortleven. Discover what’s inside the box and how to break out of it. Learn creative skills to survive the idea killers and give yourself a creative boost so you can break your own fixed thinking patterns.

Cyriel has over 14 years’ experience working within the domain of creativity and innovation. He is also author of four books, most recently Less is Beautiful – 69 stories of how ‘less’ succeeds in business growth.

Date: Thursday 5 March 2015
Time: 7.30am for 8.00am-9.30am
Price: $95 (as an individual event)

Location: National Australia Bank, 700 Bourke Street, Docklands

Attend both events for the special price of $150, RSVP by Wednesday 18th February. Contact the AMI on events@ami.org.au to secure your attendance.

Planning for the year ahead: Australian Marketing Institute Victoria Advisory Committee

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

The Victorian Advisory Committee of the Australian Marketing Institute has been busy planning for the year ahead. As Chair of the Victorian Advisory Committee, it is exiting to work with committee members who are dedicated to strengthening the role and purpose of marketing.

Stay tuned for details of our upcoming events so you can engage with Australia’s peak marketing body.

Australian Marketing Institute – Victorian End of Year Function

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

Over the past twelve months, the Australian Marketing Institute (AMI) has focused on strengthening its capacity, including a new governance structure, newly appointed CEO and a re-forming of its State Committees. The aim for 2014 was to strengthen these foundations so the AMI can expand its presence in 2015 and beyond.

Tonight we held AMI Victoria’s final activity for 2014, an end of year networking event. While formalities were kept to a minimum, the event provided an opportunity to introduce the members of the new Victorian Advisory Committee. This event was also my first in my role as Chair of the Victorian Advisory Committee. It was fantastic to speak to the attendees, and to gain an insight into their experiences and skills.

Planning is underway for 2015, with a renewed focus on demonstrating the value of marketing and elevating the role of the Australian Marketing Institute. Our first event for 2015 will be a breakfast on the 26th of February discussing Big Data. Stay tuned for details and other exciting events in the new year.

Successful Nomination for the Australian Marketing Institute State Advisory Committee

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The Australian Marketing Institute (AMI) is the peak organisation representing the marketing profession and sector within Australia. As a strategic marketing agency, we value the role of the Australian Marketing Institute and have supported the organisation through our corporate membership and event participation.

I have often commented that the profession needs to clearly define its role in delivering successful business or organisational outcomes. While most people have a clear understanding of the outcomes that accountants and lawyers provide, there is a general lack of clarity around marketing and what it delivers.

I believe the best way to influence this discussion is to be part of the decision making processes within the Australian Marketing Institute. I nominated for the Victorian State Advisory Council and have been informed that this nomination has been successful.

The Australian Marketing Institute has undertaken significant governance reforms and it should be an exciting time to be part of the Victorian State Advisory Council.

Hobsons Bay City Council InterAgency Network

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

Syneka Marketing attended the August Hobsons Bay City Council InterAgency Network meeting in Altona.

This meeting provides an opportunity for not-for-profit organisation servicing Hobsons Bay to meet each other, network and share ideas. Hobsons Bay Council also provides an update on topics of interest to not-for-profit organisations.

We were invited to present information about Governance Mentors. Governance Mentors is currently in the process of recruiting organisations to participate in the program and who would like a mentor to assist their committee of management achieve better governance outcomes.

Hobsons Bay City Council assisted Governance Mentors in recruiting mentors for the not-for-profit social enterprise. As a result half of the mentors who applied for the first Melbourne based training for Governance Mentors are from the Hobsons Bay area.

Our presentation provided an opportunity for organisations to gain an insight into Governance Mentors and how they can participate in the program.

We would like to thank Hobsons Bay City Council for their assistance with Governance Mentors.