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conference Archives - Syneka Marketing

Complimentary Consultations to help the not-for-profit sector re-define marketing

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

We offered complimentary marketing consultations during the conference and it was great to see the overwhelming response, with our sessions being oversubscribed. While each organisation has its own unique challenges, common areas of focus included:

  • The need to segment stakeholders and to understand their outcomes. Many not-for-profit organisations view their end-clients as a target market, but omit the need to reach prospective volunteers, board members, government, funding organisations and others.
  • Consideration of intermediaries and partner organisations. Many not-for-profit organisations have limited budgets, meaning broadcast communications are often beyond their reach. Instead, there is a need to form partnerships and explore intermediary organisations to reach relevant stakeholders.
  • Marketing metrics are not defined, leading to lack of measurability and confusion over inputs, outputs and outcomes. Website visitations, or attendance at information sessions are inputs, donation enquiries are an output and the actual donation is the outcome. Organisations need to understand the decision making journey (customer journey) and the sequence that is required to generate action.
  • Lack of marketing governance. Roles between board, management, staff and external parties are ill-defined, hampering the ability to measure performance and establish strategic direction.

These challenges are shared by both businesses and not-for-profit organisations, demonstrating the ongoing need to re-define marketing so it returns to its core of being led by strategic insights and not by execution.

Thank you to the participants of these sessions and for the fantastic feedback we received. We hope that the attendees at the National Volunteering Conference are able to build their marketing capacity and demonstrate the value they provide.

Welcome to 2016 – The year we want to stop saying ‘we told you so’

By | Advice for Businesses | No Comments

Welcome to 2016! February is almost here and we have said hello to one of our busiest and most productive starts to the year.

Each year we set a narrative that guides the ongoing direction of Syneka Marketing. Our narrative is designed to be ambitious as we strive to re-define marketing into a measurable and accountable profession.

It is unfortunate that far too many businesses and not-for-profit organisations are fixated on tactics, rather than undertaking a strategic approach to marketing. In these situations, people become so fixated on a shiny bauble (the tactic that makes someone look busy but fails to have any depth) that they invariably run off, commit their budgets, only to run back to us when outcomes were not achieved.

A tactics led approach benefits no one. The client fails to gain traction and while execution based agencies may secure a sale, they often struggle to retain clients because the marketing mix was inconsistent and metrics were poorly defined.

This is why we want 2016 to be the year that we stop saying ‘we told you so’.

A strategic led approach leads to measurable marketing outcomes that deliver value to clients and the agencies that work with them. Our Syneka Marketing Performance Methodology , through the process of Audits, Forecasts and Strategic Marketing Plans, ensures a systematic, consistent, measurable and independent approach that delivers value and builds business capacity.

We continue to maintain our professional accreditation, with our leadership team being Certified Practising Marketers (CPMs) and being recognised through the Australian Marketing Institute’s Awards for Marketing Excellence.

We are working with execution based agencies to embed our strategic approach, ensuring that their tactics can be measured across marketing channels and throughout the decision making process. We are continuing our focus on education, with workshops and conference presentations to discuss the role of marketing, based on its core definition of delivering value and building business capacity.

We look forward to continuing this journey with you throughout the months ahead. Welcome to 2016 and may you achieve your business goals throughout this year.

Slush Down Under 2015

By | Advice for Businesses | No Comments

SLUSH Down Under aims to connect technology entrepreneurs with investors so they can realise their vision.  As sponsors of Melbourne Silicon Beach we were invited to the conference and after party, where we had a chance to meet people active in the Startup space.

The key challenges for startups, includes the need to attract investment and commercialise their ideas. A great idea is often not enough, there is a need to develop business and marketing plans to provide the foundations for a viable business model.

Our involvement with Melbourne Silicon Beach enables us to work with the Startup community to develop these foundations. Marketing should be supporting the next wave of innovation to ensure that great ideas reach their full market potential.

Alex will be speaking at the Australian Computer Society

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

Alex will be speaking at the Australian Computer Society’s Entrepreneurship and Innovation Special Interest Group on the Entrepreneurial Journey – Challenges and Rewards.

Technology and product development is one milestone in the entrepreneurial journey. The ability to understand and connect with your target markets is what will separate success from failure. Marketing is an integral part of the entrepreneurial journey and ensures you will receive a positive return from your technology ideas.

Telstra Conference Centre
Conference Room 1, Level 1, 242 Exhibition Street, Melbourne

5:30pm registration for a 6:00pm start on Tuesday 28th April 2015

Register online

Free for members of the Australian Computer Society or $30 for non-members.

Setting Effective Marketing Budgets

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

As the new financial year approaches, it is timely to consider how you can set a marketing budget that will achieve your goals over the next twelve months.

Budgets are a measurement tool that ensure you can adequately manage revenue and expenditure. Similarly, you also need to identify how you will measure the impact of your marketing activities.

Setting a marketing budget may seem like guesswork, but with the right information you can set a realistic budget.

  1. Firstly, ensure you have clearly defined goals for the next twelve months. A business plan should be guiding the development of your business, supported by a marketing plan that shows how to achieve these outcomes. These plans should identify the actions that will be undertaken each year.
  2. Secondly, you need to consider how you will achieve these outcomes. While your strategic plans should identify potential actions, these need to be reviewed to ensure that they are relevant and achievable. A marketing audit can assist by providing a health check on your marketing activities.

Consider how customers find your businesses and interact with your products or services. Are you leveraging these marketing tools as effectively as possible? For example, are you integrating these activities to save time while extending your reach?

Instant time savings can be created through integrating your website updates with social media, providing a consistent approach while also providing ongoing activity. Offline materials can be streamlined through a consistent identity guide that determines the visual elements of collateral like brochures and leaflets.

Consider the budgeted amounts for each of these materials and their value in attracting and retaining customers.  Do these marketing activities assist in not only obtaining customers, but also other goals, such as differentiating your products or services?  For example, speaking at conferences or providing editorial content may not generate immediate sales, but can build longer ongoing credibility and demonstrate expertise.

Also don’t forget that word of mouth referrals are a form of marketing. What actions can you undertake to encourage recommendations? Asking people to refer your products and services is always a good start and may prompt someone to take action.

Knowing how you measure your marketing activities will assist in setting effective budgets that will guide the financial performance of your business.

 

Looking back through 2013

By | News | 4 Comments

Welcome to our final entry for 2013 and a chance to reflect on the past year. Despite the broader climate of economic uncertainty, we have expanded over the past year to deliver a range of strategic marketing planning and implementation services.

We have worked with a range of businesses and not-for-profit organisations over the course of this year, to deliver innovative and effective marketing solutions. Our strategies have enabled businesses to reach new segments and establish ongoing customer loyalty. The work we have undertaken for not-for-profit organisations has resulted in new opportunities and visions for the future.

In particular, our work was recognised through the Australian Marketing Institute. We were a finalist in the Excellence in Marketing Awards in recognition of the marketing plan and subsequent rebranding that was undertaken by Wimmera Volunteers. The recognition received through the Australian Marketing Institute enabled us to demonstrate the positive impact that can be created through marketing.

The strategy transformed Wimmera Volunteers into Volunteering Western Victoria, enabling new connections and programs. A particular highlight was the Inaugural Volunteer Recognition Awards, which recognised the contributions provided by volunteers within Western Victoria.

We also spoke at a number of conferences and held workshops throughout the year. We are planning to expand our workshop program in 2014, providing courses on marketing, membership and social media.

We will also be launching a series of eBooks in 2014, discussing the fundamentals of marketing, membership retention and recruitment, social media and creative design. We are looking forward to the launch and introducing these eBooks to you.

Our blog and Syneka Snippets continues to be well received and we thank our readers for their thoughts and interests. We have compiled a list of our top ten blog posts to revisit some of the more commonly accessed materials:

  1. Advice when sending invitations via email
  2. Higher education should inspire why doesn’t their advertising?
  3. What is Marketing?
  4. Follow up to the state of higher education
  5. Guide to planning events
  6. Measuring and implementing marketing activities
  7. Activate your community through social media
  8. Ten ideas for welcoming new members to your organisation
  9. Case study turn challenges into opportunities with a marketing plan
  10. How to blog for businesses and organisations

We would like to thank our clients who have grown with us over the course of this year. As a marketing agency we exist to serve your needs. It is a wonderful experience to work with you in achieving your goals.

We wish you well over the festive season and we’re excited about the working with you in 2014!