communication tools Archives - Syneka Marketing

Russel Howcroft on the Power of TV

By Advice for Businesses No Comments

This morning the Australian Marketing Institute held an exclusive session held an exclusive session at the Channel Ten studios, featuring Russel Howcroft who discussed the role of ‘traditional media’ in a digital world.

The role of marketing is to use the right tools across the marketing mix to achieve business outcomes. The traditional forms of communications, through TV, radio and print, remain just as valid today, even with the introduction of digital tools. Multiple communication tools are often required to create action, so there is a need to identify how best to reach and motivate your target markets.

At Network Ten

At Network Ten

No mainstream digital disrupter, such as Twitter, Facebook or Google, has been able to achieve its market presence without the use of traditional media. Rather than seeing digital as distinct to traditional, marketers need to view these tools as the means to achieve business goals.

Box Hill Community Arts Centre Workshop on Social Media and Marketing

By Advice for Businesses, Presentations, Resources No Comments

The Box Hill Community Arts Centre is a cultural hub that promotes and fosters the development of the arts and art based organisations.

I was invited to conduct a workshop on marketing and social media to assist these organisations in reaching new members, encouraging event participation and promoting their artistic works.

One of the key messages I conveyed during workshop was the need for consistency. No matter what marketing or communication tools you use, there is a need to be consistent in delivering your key messages.

2014-06-03-Marketing and Social Media

The Marketing and Social Media Workshop delivered through the Box Hill Community Arts Centre

Consistency is particularly important on the Internet and when using social media, since there is a limited opportunity to connect and prompt action. If you are promoting an event, then ensure that the essential details are included; while if you want to gain members then highlight the benefits of membership.

Social media and an Internet presence, needs to be viewed as a marketing tool that can extend your reach and engage communities. There is little merit in developing a web presence, if it is not kept up-to-date and maintained, as this diminishes impact. Likewise, your organisation’s online presence needs to reflect the language, branding and identity that has been developed for brochures, leaflets and posters.

Policies are particularly important to ensure that you are able to identify authorised spokespeople and acceptable behaviour.

Identify your target markets and ensure that your messages resonate with the people you want to reach. Understanding key markets will help identify which social media tools may be useful for your organisation. Organisations should concentrate efforts on key social media tools, rather than being thinly spread across every platform.

Traditional media has always had feedback mechanisms, through letters to the editor and public commentary, social media amplifies this through immediacy and reach.

The right frameworks will ensure that your organisation can manage social media to achieve positive outcomes.

The arts community has the advantage of being able to share visual or audible works through the Internet and social media. The right strategies will enable organisations to extend their reach and foster new connections.

Make sure that implementation and your plans fit together.

Planning for 2014 – what are your goals for this year?

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

January is almost over, and planning should be well underway for 2014. What goals do wish to accomplish over this year and what resources are required?

As we discussed last year, an annual review allows you to benchmark performance, and evaluate whether you are meeting the goals established in your business and marketing plans.

Reviews let you make informed decisions, and ensure there is an alignment with your business and marketing plans.

A marketing audit follows through by providing a health-check of your marketing activities. An audit ensures that you are receiving a return on your investment and are able to respond to opportunities aligned with your goals.

Planning needs to be supported with implementation. For example, if your review identified opportunities for new customer segments, how will you reach these markets and what resources are required?

Ensure that implementation schedules are realistic and supported by metrics that let you measure effectiveness. Identify the sub-tasks that are required and the items that are critical for success.

Make sure that your implementation  outcomes and plans fit together.

Make sure that your implementation outcomes and plans fit together.

Activities will often be inter-related, and it is important that you consider a holistic approach. For example, a promotional campaign may be designed to reach your existing customers, but will need to reinforced through other tools, such as social media or direct mail.

Identifying how you can interconnect your marketing and communication tools will deliver a higher response rate and reinforce your key messages. Marketing needs to be considered in a holistic context so that you can achieve growth and service your target markets.

Unfortunately there was a high degree of economic uncertainty throughout last year, so lets make 2014 a year of achieving great outcomes.

Adequate planning will help ensure you can secure a strong attendance to your event

Time matters when planning events

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

Having adequate time to plan your event, may mean the difference between success and failure.

An effective event requires detailed planning and processes.  When you have limited time it is difficult to undertake adequate promotion, which is required to secure strong attendance.

Marketing your event can be complex and depends on who you want to target. Emails need to be worded correctly and succinctly to communicate the purpose of the event. Brochures and flyers should be designed in a way that complements the other branding you use. You also may need to decide how you will use social media to promote your event.

Generally promotion works best when there is a strategy, and is undertaken with sufficient time. While you may be excited about your event, others will need information on the details and may need to be reminded many times (through various communication mediums) before they confirm their attendance.

Adequate planning will help ensure you can secure a strong attendance to your event

Adequate planning will help ensure you can secure a strong attendance to your event

Ideally you should have about two to three months to plan an event. This provides enough time to find quality suppliers, to confirm attendance lists and to develop a promotional strategy that maximises what is being offered.

Having sufficient time also enables you to assess the effectiveness of your event. For example, it may be difficult to understand why your event did not sell, if you only had two weeks to promote it. However if you had two months to promote an event and it was unsuccessful, you could adequately assess if the communication tools you used were effective, or if your event matched the interests of who you were targeting.

Always remember that planning events in advance enables effective implementation.

Becoming a Membership Master

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

Membership Mastery for Professionals, is a workshop organised in partnership between Membership Growth and Syneka Marketing. Natalia and I, joined Kevin Cahalane from Membership Growth, to deliver the full-day workshop.

Membership Mastery for Professionals, guides participants through marketing principles, to develop strategies that improve the retention and recruitment of members. The session includes a workbook, enabling attendees to identify their key objectives, as well as articulate the value that their organisation can offer members.

Alex discussing marketing strategies for not-for-profit organisations

Alex discussing marketing strategies for not-for-profit organisations

Identifying your organisation’s value proposition is required to develop key messages that appeal to prospective members. These key messages need to be consistent across all forms of communication

Furthermore, it is important to use the right communication tools to reach prospective and current members. A combination of approaches will often be required to encourage results, hence each communication method should reinforce the call to action and key messages.

An organisation needs to not only recruit members, but also retain them to ensure ongoing growth. First year members are often at the highest risk of non-renewals, followed by those in their second year. Specific processes should be developed to foster connections with these members, such as highlighting upcoming events and other initiatives. The workshop outlined a number of actions that organisations should develop to foster these connections and to encourage ongoing renewals.

Today’s workshop also included a new session on creative design and copywriting for not-for-profit organisations. Natalia guided participants on the marketing and communications tools that are available, as well as the design and textual elements that should be considered.

Organisations are increasingly introducing memberships to establish ongoing support and to create independent sources of income. Fostering a strong and active membership, requires strategies and actions that deliver value and foster ongoing engagement.

Natalia discussing creative design and copywriting for not-for-profit organisations

Natalia discussing creative design and copywriting for not-for-profit organisations

Webinar: Marketing – The Essential Element for Successful Events

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

With so much planning going into the events that you hold, it makes sense to dedicate the same amount of time to marketing them, right? Unfortunately this isn’t always the case.

Join Natalia and Alex as we convene a webinar, hosted by Redback Conferencing, outlining how to ensure that your events are a success.


When: Tuesday, 16th July 2013
What Time: 11:00 am – 12:00 pm AEST
Where: Register Online or visit www2.redbackconferencing.com.au/marketingessentials
Presenters: Alex Makin and Natalia Perera – Syneka Marketing


This webinar will help ensure that the marketing portion of your event takes a front seat. It will provide insights into the need for strategy, securing sponsors and communication tools (including media engagement, invitations and social media) and discuss the essential ingredients for any successful event!

Learn how to:

  • Ensure your event meets your organisation’s goals
  • Planning your event to ensure you meet required timeframes
  • Identify funding opportunities, including sponsorship and grants
  • Encourage effective media engagement to ensure event coverage
  • Engage your communities through social media and online promotion
  • Secure the attendance of VIP’s and other guests/li>

About the Presenters

Alex is the Managing Director and Principal of Syneka Marketing. He has been instrumental in delivering effective marketing solutions to a range of business and not-for-profit organisations for over 10 years.

Natalia has experience in delivering creative content to a diverse range of organisations, including those in the not-for-profit sector. She has strong business acumen and understands how to deliver creative content within budget.

Joining the Webinar:

When: Tuesday, 16th July 2013
What Time: 11:00 am – 12:00 pm AEST
Where: Register Online or visit www2.redbackconferencing.com.au/marketingessentials
Presenters: Alex Makin and Natalia Perera – Syneka Marketing