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event Archives - Syneka Marketing

Megan Nolan – Top 100 Future Leaders

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On the 8th of February, I had the honour of being recognised as one of the Top 100 Future leaders of 2018. GradConnection and Fusion Graduate Consultancy partner each year to assess, test and interview thousands of university students from around Australia to find the next best 100 leaders. 10 Students from 10 different industries were selected, I was proudly elected for marketing.

After completing a lengthy application form detailing my grades, experience and passions in September 2017, I underwent a series of tests designed to identify my strengths, weaknesses and compatibility with leadership positions. This included a video interview and a selection of psychometric tests which were conducted over the final 3 months of 2017.

Last Thursday, myself and 99 other selected Top 100 Future Leaders were flown to Sydney to participate in an assessment process run by GradConnection at the University of Technology Sydney. It was a demanding day intended to test time management, teamwork and public speaking and among other skills required for leaders.

The experience filled me with pride, it is a tremendous feeling to be recognised in your field. But more than that, it was exhilarating to be surrounded by students of all ages that were as passionate and dedicated to their work as I am.

Although I have been always been diligent and studious, I know I owe much of my good fortune to the education I have received from RMIT University and the opportunity to develop my knowledge and skills to Syneka Marketing.

Simon Sinek promotes that “it’s not how or what you do, it’s why you do it that is important.” I study hard at university because I love learning and I work hard at Syneka because I am passionate for marketing. I believe I was recognised by GradConnection and Fusion Graduate Consultancy because I am both dedicated to constantly bettering myself and the world around me.

 

We are redefining marketing – hear us speak at two upcoming events

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

Our vision is to redefine marketing and we do this by delivering measurable and accountable marketing outcomes through the Syneka Marketing Performance Methodology .
Throughout June we will be presenting at several key events to highlight the role of marketing and the need for marketing to step up and deliver outcomes that reinforce organisational goals.

Webinar: Redefining Your Marketing – how you can measure and improve your returns and performance

On Wednesday the 8th of June we will be hosting Redefining Your Marketing – how you can measure and improve your returns and performance, a feature webinar hosted by ProBono Australia.

Not-for-profit organisations are facing immense pressure to become market responsive and yet marketing remains widely misunderstood in the not-for-profit sector.
This one hour webinar will assist not-for-profit organisations in developing a strategic approach to marketing. We will explore the sequencing and touchpoints required to enhance the stakeholder experience and explore the framework required to instill effective marketing governance and accountabilities.

Attend this session to ensure an alignment between marketing outcomes and organisational goals and generate a positive return from marketing resources.

Register through EventBrite to attend this session for Wednesday the 8th of June at 2pm. Pricing is $55 for individuals and $300 for organisations (with unlimited staff access).

The Business Seesaw at the Melbourne Brekkie Club

On Thursday the 9th of June we will be presenting at the Very Melbourne Brekkie Club, through the Melbourne Business Network in a collaboration with Paul Ostaff, from our management consulting partner, Reignite Consulting.

Join us as we discuss the Business Seesaw, as we explore the infrastructure required for businesses to build their operational and marketing capacity. Many businesses struggle to balance the need for business growth through marketing and service. Reignite Consulting and Syneka Marketing will be outlining our framework for businesses to achieve operational and marketing excellence.

Details and registration is available via EventBrite and is open to members of the Melbourne Business Network.

The Launch of the 2016 Australian Marketing Institute Event Series

By | Advice for Businesses | No Comments

The Australian Marketing Institute is the professional organisation representing the marketing profession. Tonight we officially launched our event series for 2016, highlighting key events that will strengthen the marketing profession.

Our professional development series, consisting of webinars, is being complemented with breakfast educational events, providing the ability to explore topics in further detail. Emerging Marketers, connecting new marketers with experienced professionals will be returning from May, providing the ability to share skills and knowledge within the profession.

Alex launching the 2016 event series for the Australian Marketing Institute

Alex launching the 2016 event series for the Australian Marketing Institute

Tonight’s launch coincided with a networking evening, showcasing partners of the Australian Marketing Institute, as well as the ability to engage new and current members. The aim is to continue a series of events throughout this year to foster connections between members, as we work towards strengthening the marketing profession.

The 2016 Awards for Marketing Excellence will be opening on the 7th of March with an expanded set of categories to further showcase the marketing profession.

NGV Members Summer Party – Andy Warhol and Ai Weiwei

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Syneka Marketing is a proud patron of the arts and we are a supporter of the National Gallery of Victoria, through membership and event participation.

Each year the National Gallery of Victoria hosts its Summer Party, highlighting its current exhibition and providing a lively atmosphere, through music and festivities. This year, the Summer Party coincided with the premier exhibition featuring Andy Warhol and Ai Weiwei.

Andy Warhol, as a leading figure in pop art, blurred the lines between celebrity and artist, using a combination of mediums to convey his artist intent. Andy Warhol had a background in commercial illustration and advertising, which carried through to his artistic work where he often explored the impact of icons.

Andy Warhol's Campbell's Soup Cans (1962)

Andy Warhol’s Campbell’s Soup Cans (1962)

Ai Weiwei extends many of Andy Warhol’s concepts, juxtaposing modern icons with a political overlay and historic context. In particular, Ai Weiwei has extended the interaction between artist and community, incorporating active social media engagement, while maintaining a focus on human rights.

The Andy Warhol and Ai Weiwei exhibition demonstrates the evolving nature of art. The National Gallery of Victoria’s Summer Party was the ideal occasion to see the unfolding narrative of these works.

The Andy Warhol and Ai Weiwei Exhibition concludes on the 24th of April.

A Strategic Approach to Measuring Marketing Performance

By | Advice for Businesses, Resources | No Comments

What value does marketing deliver? This is the number one question any Chief Executive or Chief Financial Officer asks of marketing. Unfortunately, more often than not, the answer is not forthcoming.

This is why marketing is often the first department to be downsized during economic uncertainty, despite logic stating it should be one the of the last. Why is this? Ultimately, it is because marketing has failed to justify its own value.

This situation will not change while marketing follows an execution based approach, lurching between tactics; whether they be social media, content, events; or concepts, like the customer journey or customer experience, which have become so over utilised, they have been severed from any basis in marketing.

This situation is rife across all sizes of organisation; whether for-profit, not-for-profit or government, and yet the traditional approach is rinse and repeat, further eroding the credibility of marketing and its capacity to deliver value.

Since our formation in 2009 we have demonstrated the value that is created through a strategic approach, leading to recognition in the Australian Marketing Institute’s Awards for Marketing Excellence and our designation as Certified Practising Marketers.

Unfortunately, the word strategy has been hijacked by execution led agencies, who have tarnished the term for their own needs. This is despite the fact that the only strategy you will receive for example from a social media agency is social media. This does not provide a marketing strategy that integrates each element of marketing communications and the remaining marketing mix.

In 2016 we want to be able to stop saying we told you so, by preventing the litany of costly marketing mistakes that never should have occurred in the first place.

This is why we developed the Syneka Marketing Performance Methodology , which delivers an accountable and measurable marketing approach that is aligned with business goals. The Syneka Marketing Performance Methodology delivers continuous improvement within the marketing function and brings it back to its core definition of delivering value; the same way other business areas have been expected to strengthen outcomes and returns.

The Syneka Marketing Performance Methodology

The Syneka Marketing Performance Methodology commences with a Marketing Audit, which reviews existing activities through stakeholder consultation and internal analysis. The Marketing Audit defines the metrics required to measure marketing outcomes and establishes the foundations to deliver marketing performance.

The Marketing Forecast considers the external environment, identifying competitive pressures, customer demographics and market potential to achieve campaign or marketing goals. The result are outcomes that are optimised to deliver returns, supported through implementation schedules that identify metrics, outcomes and areas of responsibility.

The Marketing Audit and Marketing Forecast are designed to deliver results within the existing resource requirements. The Marketing Plan, the third component of the Syneka Marketing Performance Methodology , is designed to align business goals with marketing outcomes. The Marketing Plan considers both the short-term opportunities and the positioning that is required to achieve results into the future. The Marketing Plan defines the metrics that are required to measure marketing outcomes over the life of a business plan.

Marketing Execution is the last element of the Syneka Marketing Performance Methodology . This is because tactics and execution need to be guided through a strategic approach and not the other way around.

In the financial world the auditor never undertakes the day-to-day bookkeeping function due to the obvious conflict of interest. Marketing needs a separation between strategy and execution to ensure the delivery of accurate and measurable outcomes.

Our delivery of the Syneka Marketing Performance Methodology is undertaken through consulting services and training to build the capacity of marketing teams. Download our free guide of Syneka Marketing Performance Methodology to discover how we are re-defining marketing.

Aldi - not thinking about the context of their social media content

Another week and another example of poor marketing governance

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

Aldi provides us with the latest example of a social media failure, with its fill in the blank exercise posted onto Twitter.

Aldi - not thinking about the context of their social media content

Aldi – not thinking about the context of their social media content

While the resulting media coverage joked that ‘Aldi’s social media intern is about to get fired’, the joke should be the way social media is not seen as a communications tool and therefore part of the marketing mix.

Over the course of 2015 there was no shortage social media failures. In April we saw Woolworths‘ poorly planned attempt to associate itself with Anzac Day, followed by the Victorian Taxi Association not only misspelling Remembrance Day, but also failing to consider the ramifications of asking Twitter users their thoughts on the taxi industry.

These are all examples of where marketing governance has failed. The ability to publish externally viewable content has become disconnected from campaign planning and strategy, causing mistakes that can result in reputational damage.

Yet, these mistakes are not new. Had Woolworths, Aldi, the Victorian Taxi Association and many others, actually undertaken research, they would have seen the 2012 example of #McDStories, whereby McDonald’s asked Twitter users for their stories about the McDonald’s experience. The campaign lasted for just two hours until it was realised that asking about the McDonald’s experience via social media was not a good conversation topic.

Commentary through the McDStories campaign - back in 2012

Commentary through the McDStories campaign – back in 2012

 

Social media needs to be seen for what it is, a communications tool that is part of the marketing mix. Unfortunately, this is likely to re-occur until sound marketing governance is developed. Marketing needs the processes, procedures and policies to determine the optimal scope of authority in the marketing mix to prevent mistakes that never should have occurred in the first instance.