email Archives - Syneka Marketing

Measuring Marketing Performance – Don’t confuse inputs for outputs

By Advice for Businesses No Comments

Last time we explored the customer journey, returning to the decision making process, as a potential customer begins at a pre-purchase phase prior to a purchase and then post-purchase considerations. We also explored the customer experience, to ensure that the term returns to its core definition within the marketing mix.

Both of these concepts demonstrate the need for consistency, as well as multiple contact points to reach customers and influence decisions. As a result, there is a need for a holistic view of marketing, since running disparate tactics will result in diminished outcomes. Furthermore, undertaking a holistic approach enables a greater degree of confidence in decisions and the ability to measure overall impact.

Unfortunately there is a lot of misinformation in regard to the measurement of marketing performance. Firstly, offline content, such as product factsheets, print media, radio and TV can be measured and should be evaluated to understand overall performance. Secondly, many digital metrics, such as website visitations, social media interaction are in fact inputs rather than outputs.

Far too often, we see marketing managers that report on website visitations, Facebook likes or Twitter followers, without providing metrics that consider the end outcomes, namely conversions into customers or repeat purchases. The key is to use these inputs and map the contact points that are required across the customer journey to achieve the end result, such as a purchase or repeat purchase. Similarly, the customer will have differing forms of interaction with a business, beyond promotions, such as a direct interaction with staff, or a visitation into a store. Each of these aspects form part of the journey and need to be measured, as an adverse experience across any of these areas can deter purchase intent.

Begin by assessing the channels that you use to raise overall awareness and then consider the next steps that a customer takes once there is general awareness. Is your prospective customer visiting a website and then following up through email or phone, or do they undertake further research, prior to returning? Is the first point of contact a broadcast medium or referral, rather than a website?

Pre purchase purchase post purchase

Each of these components form an input into the end goal, so consider overall reach, followed by identifying customers that have taken a subsequent step along the next contact point. Benchmark and evaluate these results so you can make informed decisions on the rate of marketing return and the effects of any modifications. As a result you can identify the relevancy of website visitors, whether event participation is reaching the target audiences and overall number of contact points and timing required to achieve purchase intent.

Governance Mentors

Governance Mentors Update

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

We developed a marketing plan for Governance Mentors in 2013, and this year we have been implementing this plan.

Governance Mentors is a not-for-profit social enterprise that builds community through governance. The program was developed by Volunteering Western Victoria, a volunteer resource centre based in Horsham.

Governance Mentors is currently being tested in Melbourne and piloted in Horsham.

2014 marked an exciting start to Governance Mentors. As a part of the program, mentors are provided with training on governance and mentoring. Three training sessions have been held so far, and we have been able to document video testimonials from mentors, to build the narrative of the program.

Mentor interest in Governance Mentors has been high. In Melbourne, there is currently a waiting list of ten mentors, who will be taking part in a future training session.

In Horsham, a breakfast was held for regional mentors. Mentors were provided with an update of the program, and had the ability to network and meet their peers.

Alex Makin at the mentor breakfast in Horsham

Alex Makin at the mentor breakfast in Horsham

Governance Mentors has attracted mentors who are passionate about the not-for-profit sector, and have a genuine interest in governance.

Interest from organisations has also been strong. The types of organisations that have expressed interest has been broad, including community centres, NGOs, disability providers, as well as organisations that support culturally and linguistically diverse communities.

Areas of interest identified by organisations include time management, financial management, risk management, committee process and collective decision making, stakeholder engagement and planning for the future. Four matches have been made so far.

Governance Mentors now has a dynamic new website www.governancementors.org.au where you can learn more about the program.

If you are based in Melbourne or Horsham and are interested in nominating your organisation for the Governance Mentors program please send an email to: natalia@governancementors.org.au or visit www.governancementors.org.au.

Peace for Darfur – a petition signing

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

Syneka Marketing recently conducted a workshop for the Darfur Australia Network that assisted participants to develop their presentation skills.

Participants were able to test their skills through a petition signing at Flinders Street Station as part of Refugee Week. We attended the event to support the group and to see how the participants put their skills into action.

The Darfur Australia Network petition signing at Flinders Street Station

The Darfur Australia Network petition signing at Flinders Street Station

The event was well organised with photography, banners, artwork, videos and other collateral promoting the aim of the petition.

Participants spoke with confidence when discussing the conflict in Darfur, and exceeded their targets for the number of signatures they wanted to collect.

The event also included a live drama that demonstrated the devastating effects of the war as well as traditional dancing. These performances drew large crowds at Flinders Street Station.

Dancers at Flinders Street Station

Dancers at Flinders Street Station

Congratulations to the Darfur Australia Network and to the workshop attendees, who put what they learned into practice!

If you would like to sign this petition please go to the following link: http://www.change.org/en-GB/petitions/minister-of-foreign-affairs-at-dfat-use-australia-s-upcoming-presidency-of-the-unsc-to-improve-the-security-and-protection-of-civilians-in-darfur?recruiter=111258090&utm_campaign=petition_invitation&utm_medium=email&utm_source=share_petition


Governance Mentors

Second Training Session for Governance Mentors

By News No Comments

Governance Mentors, an initiative of Volunteering Western Victoria, is a new social enterprise that has been developed to provide community leaders with the opportunity to mentor community organisations, to deliver good governance.

We have been assisting Volunteering Western Victoria in implementing a marketing plan for Governance Mentors. As part of this implementation process, I have become the Melbourne Program Coordinator, to test the scalability of the social enterprise and its ability to achieve its aims.

As the Melbourne based Program Coordinator, it has been my role to help find and match mentors with potential organisations. In addition, I provide ongoing support to ensure that mentors and organisations are achieving positive outcomes.

The Second Training Session of Governance Mentors

The Second Training Session of Governance Mentors

The second training session for Governance Mentors was held in Horsham, with a second group of mentors now ready to support community organisations.

Training enables mentors to reinforce their knowledge on their role and the program. Mentors were encouraged to learn from one another and share the experiences they have in working and volunteering for community groups.

Our marketing plan identified the need to develop the narrative of Governance Mentors, explaining the importance of good governance and the outcomes that will be achieved. We undertook video interviews with mentors and other stakeholders to gain an insight into the program.

Mentors in training

Mentors in training

Governance Mentors is an innovative program that offers professional development through volunteering.

If you would like to participate in this program, please contact me on 1300 965 989 or email natalia@synekamarketing.com.au.

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.

Networking – it has a purpose!

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government One Comment

Many events, whether an awards ceremony, training workshop or business breakfast, are designed to provide a networking component. As an attendee, it is important to use this time effectively, so you can establish new connections, and potential opportunities.

Networking can be an effective tool, and here’s our advice on some of the techniques we utilise:

  • Identify how you can offer mutual value to the people you meet. Networking is about meeting people who share common business interests, explore how you can provide mutual value, rather than just a supplier/client transaction.
  • Convey your products and services in a succinct manner. Clearly articulate the value you provide, so there is no ambiguity and confusion. You will meet many individuals over a networking session and it is important that your business can be remembered by participants.
  • Meet as many people as you can. Networking is only effective if you can meet people and introduce yourself. Don’t constrain to just people that you know, the purpose of networking is to make new connections.
  • Bring plenty of business cards! It is amazing how many people forget to take business cards. Make sure you offer your business cards to provide contact details for a follow up discussion.
  • Don’t be afraid to follow up! If you have someone’s business card and you believe that you can provide mutual benefit, then follow up the discussion with an email or telephone conversation. Take initiative, because if you wait for someone to make contact, you may be missing an opportunity.
  • Provide a tailored response when you follow up, or when you meet someone at a networking event. People can see through generic responses. Demonstrate how you can deliver value.
  • Practice makes perfect. It takes time to become comfortable at networking. Set yourself a goal, such as how many people you want to meet and then continue to push yourself to achieve these results.

We’re strong believers in networking and sharing mutual aims, we’ll be attending the VECCI Fast Forward Business Networking session on the 31st of October.

I hope that you take advantage of networking opportunities at the next event you attend.