creative Archives - Syneka Marketing

Brand and marketing – how they fit together

By News One Comment

There is an increasing level of confusion between branding and marketing, with the two terms often being used interchangeably to communicate the visual or strategic objectives of a business.

We have come across many businesses and organisations recently, that have undertaken branding and marketing in the reverse order. This has resulted in a brand being created without a marketing plan, often then requiring the brand to altered when the strategic rigour provided within the marketing plan identifies misalignment.

Branding is a potential output of the strategic marketing planning process and not the other way around. At the base level, a brand enables the differentiation of one business from another, providing a conduit that builds common ground between stakeholders and personnel within the business.

The marketing planning process determines the overall marketing direction of the business. Branding and identity is a potential output and tactic that may be considered. If this is the case then a brand strategy is created which determines the attributes and essence of the brand, as well as guideline around the brand name, presence and brand promise. From this comes the visual identity and complementary creative materials that support the communication of the brand.

With marketing being ill defined, it can be easy for businesses to become confused between the two terms. This is compounded by the fact that Australia is dominated by tacticians of marketing such as the digital agency, creative agency or advertising agency.

2016-06-03 Pencil 1000px x 1000px

For non-marketers, particularly those on boards, it can be easy to take the branding option first rather than to invest in a marketing plan. Often a marketing tactician will show visual examples of their work and draft concepts, causing boards and other decision makers to often ask the wrong questions and hence confuse branding for marketing.

The strategic insights through marketing should always be the first aspect you consider when you look at your marketing mix. Once this step is undertaken, you can then consider what is required to develop a brand that resonates with your marketing direction.

DM Forum

DM Forum – October 2015

By Advice for Businesses No Comments

We attended the October DM forum. The DM forum is a quarterly event series that brings together professional marketers.

This event contained speakers from LinkedIn and the Great Ocean Road.

The speaker from LinkedIn provided insights into new features and best practice around utilising a LinkedIn company page. As avid users of LinkedIn, Alex won a prize when discussing best practices for posting on LinkedIn.

The presentation on the Great Ocean Road focused on the creative communications strategy for the towns located along the Great Ocean Road. Of interest to us will be the impact of this strategy in achieving measurable results.

For information about the next DM forum please visit dmforum.com.au.

A Marketing Plan identifies how you can achieve your goals

Re-imaging Marketing: Make Marketing Work for You Workshop – 14th May 2015

By News No Comments

Following the success of our last workshop, Re-imagining Marketing: Make Marketing Work For You returns on Thursday the 14th of May.

Re-imaging Marketing: Make Marketing Work for You is a free 1.5 hour workshop that is designed to facilitate a strategic marketing approach. You will learn how to create an impact through connecting your business goals with marketing that delivers measurable results.

Presented by our leadership team, Alex Makin and Natalia Perera, you will gain the following insights:

  • What marketing is and how to utilise it
  • Why marketing matters for your business
  • How to identify marketing outcomes
  • The key to successfully implementing your marketing strategies, including making the most out of creative and digital marketing

Re-imaging Marketing: Make Marketing Work for You will be held from 11.00am to 12.30 pm at Room 8 NABVillage (700 Bourke Street, Docklands) on Thursday the 14th of May.

Register now for this free event

The original call to action

When a lack of strategy creates trouble – Woolworth’s Fresh in our Memories Campaign

By Advice for Businesses, News 3 Comments

With ANZAC day just over a week away, Woolworth’s has found itself in an uncomfortable predicament. In an attempt to commemorate the upcoming centenary of ANZAC day, Woolworth’s commissioned Carrspace, an experiential marketing agency to create a campaign that would capture the ANZAC spirt and align it with the Woolworth’s brand.

What was delivered was a flawed concept that the Internet captured and transformed into a meme. The concept provided by Carrspace was a website that enabled users to upload images of their loved ones who have fought in wars, with stylised watermarked text that read “Least we forget ANZAC 1915-2015 Fresh In Our Memories Woolworths”. Users had the option of uploading any image they desired and then sharing via social media accounts.

The original call to action

The original call to action

This was the problem. It did not take long for users to start uploading other imagery, often associated with memes such as Grumpy Cat and the Fresh Price of Bell Air.


A meme version featuring Grumpy Cat

A meme version featuring Grumpy Cat

A meme version featuring the Fresh Prince of Bell-Air

A meme version featuring the Fresh Prince of Bell-Air

While Woolworths is currently reeling from the reputational damaged caused by this campaign, the agency Carrspace has also found itself in the spotlight with memes directly making fun of the agency and its lack of strategic direction.

Source: Twitter

Source: Twitter

Source: Twitter

Source: Twitter

Source: Twitter

Source: Twitter

This campaign is yet another example of where a lack of strategy created poor outcomes. There were no discernible metrics and no effective assessment of the perception that would be created through attaching the Woolworths tagline to Anzac memories.

With the right strategy, marketing can be measured. Had Carrspace taken a strategic approach, it would have been able to assess the risks of the campaign and determine if it was viable. Carrspace is an experiential marketing agency that delivers campaigns to its clients through creative tactics. It is not a provider of strategic marketing services. This is a clear example of a campaign that appeared to have no discernible outcome, yet has caused potential risk to both the agency and the client.

Ultimately #freshinourmemories is an example of a retailer utilising an agency that focuses on tactics before thinking about the strategy and their strategic direction. Unfortunately such outcomes tarnish the wider perception of marketing and once again erode the fact that a sound marketing methodology would have fully understood the potential risks around such a campaign.

Cocktails with Creatives

By Advice for Businesses No Comments

Creativity can bring your marketing projects to life. With the right logo, visual identity and creative insights your business can stand out from the crowd.

In support of the creative community, we attended Cocktails with Creatives, a monthly event series run by arts.org.au. The events provide an opportunity to network with creatives and share some cocktails.

We met many different creative professionals at the event including photographers, graphic designers and architects.

At Syneka Marketing we work with creatives on turning plans into action by providing project management expertise to ensure our clients are able to gain the outcomes that they seek to achieve.

Jean Paul Gaultier NGV

What happens when you promote something too well?

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

Promotion is one facet of marketing. This Saturday I saw an excellent example of promotion at the National Gallery of Victoria. It was the last week of the Jean Paul Gaultier exhibit and the gallery was open from late in the evening to midnight.

As an after dinner event with music and a party-like atmosphere it had the potential to be a great date night, mother-daugher bonding activity or family outing.

The gallery provided the option of purchasing the tickets prior to the event, which I did to avoid queues at the door.

I arrived at the National Gallery at 8pm and so did several hundred other people. Unfortunately, most of these people had also pre-purchased their tickets and I was left waiting in a line outside the gallery, then a smaller line to collect a wrist band, followed by a large line to be given access to the exhibit and then finally another smaller line waiting to make my way into the exhibition. Four lines, and more than an hour later, I finally made it to an exhibition that took two hours to see.

Line outside the National Gallery of Victoria

Line outside the National Gallery of Victoria

Had I gone to the National Gallery of Victoria at 10:30pm I would not have had that problem, but like many others I had made the decision to go there after dinner. This experience is an example of what happens when promotion goes too well.

There was a great deal of thought put into the creative collateral developed for this exhibition as well as Public Relations and digital content, however, what the National Gallery of Victoria has not done is manage the follow through effectively.

An excellent use of creative collateral

An excellent use of creative collateral


Inside the exhibition

Inside the exhibition

Marketing is more than promotion, it extends to the entire customer experience. From initial contact, to purchase and then interaction, the right marketing should provide a consistent experience.

My experience with the exhibition itself and the purchasing of tickets was a positive one. However having to wait in line with several hundred people was not pleasant.

So what would we recommend to provide your customers with the best possible experience?

It starts by looking at what experience you want to create, and then following this through the entire marketing process.

Marketing strategy can enable you to streamline the mix of marketing tools that create a consistent experience.

For this particular example, while the National Gallery of Victoria created a sufficient amount of excitement around the exhibition; what they did not do was create a positive overall experience. The result diminished the value I had for this particular exhibition.

This could have been avoided by doing the following: 

  • Gathering demographics about participants to gain an understanding of potential purchasing habits and behavioural patterns;
  • Streamlining viewings by staggering attendance times;
  • Notifying individuals of peak periods and estimated wait times;
  • Creating events around peak periods such as themed dinners or pre dinner exhibitions;
  • Working with other venues around the gallery to provide pre and post entertainment.

Promotion is one aspect of marketing. Creating an experience requires looking beyond this. The next time you want to promote something, avoid the trap the National Gallery of Victoria fell into with the Jean Paul Gaultier exhibition and consider promotions to be one part of your marketing mix.