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existing marketing Archives - Syneka Marketing

A Marketing Framework for Ongoing Performance Cover

Our latest eBook: A Marketing Framework for Ongoing Performance

By | Advice for Businesses | No Comments

Marketing needs a framework that provides the rigour to deliver ongoing performance. The right framework lets you measure performance, establish your direction and implement the required activities.

Marketing is not an ad-hoc series of tasks, it should be underpinned through an alignment with your strategic direction. Our framework follows a structured approach and is detailed in this eBook:

Audit – Reviews your existing marketing activities and measures performance against the current direction. The audit is used to establish metrics, and identifies what is required to uplift your marketing capacity.

Plan – Aligns marketing outcomes with your business goals, ensuring a cohesive strategic direction and the capacity to deliver upon your vision. The plan ensures consistency across all areas of marketing and a common unified direction within your business.

Execution – consists of the delivery and implementation of your marketing plan. The execution phase enables you to measure outcomes and assess the overall impact of your strategic direction. The delivery of marketing outcomes needs to be reviewed on an ongoing basis to ensure consistency and ongoing performance.

Our Marketing Framework is designed to foster ongoing performance and improvement through feedback mechanisms and evaluation.  Please download your free copy of this eBook from www.synekamarketing.com.au/ebooks

October in Review: The Syneka Marketing Framework

By | News | No Comments

Throughout this month we’ve covered the three components of the Syneka Marketing Framework. Our Framework is discussed in further detail through our latest YouTube Video, where we outline these three stages and their importance in developing effective business and marketing strategies.

The Audit Phase

This is where you assess your existing marketing activities, identify what works and where improvements can be made. The Audit Phase is designed to improve the effectiveness of your marketing activities and to leverage opportunities that can be created in the short-term.

Our Marketing Audit is specifically designed for this phase to deliver a twelve month marketing action plan.

The Plan Phase

The planning of your business and marketing activities needs to considered in the context of your objectives, target markets and value proposition. The planning phase considers this context, through undertaking research and analysis that identifies how to position your business or organisation into the future.

Our Strategic Services, incorporate both of these phases, with outcomes that include strategies to achieve your business and marketing goals. These strategies are reinforced through analysis that supports their direction, by understanding customer demographics, industry conditions and your value proposition.

The Execution Phase

This is when your plans become reality, through the delivery of marketing outcomes that achieve the objectives you have identified. Marketing execution requires an implementation schedule that identifies when key tasks are required and the outcomes that should be expected. Delivering outcomes is only possible if you are clear on what needs to be measured and the anticipated results.

Our outsourced marketing implementation and execution services is where we provide support dung the execution phase.

Read All About It

We also have our free eBook, Marketing Methodology That Works, which explores each stage in greater detail. We believe it is important to have a strategic approach to business and marketing planning and have shared some of our insights through this eBook.

Marketing Methodology that Works can be downloaded from www.synekamarketing.com.au/ebooks.

A marketing plan lets you receive a positive return from marketing.

Marketing is an Investment – Make sure it delivers results

By | Advice for Not-for-profit Organisations and Charities | One Comment

For many businesses and organisations, marketing is more often than not, regarded as an expense, rather than being viewed as an investment. Marketing should be measurable so you can track your return on investment. It is critical not to haphazardly spend on marketing, but to be guided through a plan that identifies opportunities and mitigates risks.

A marketing plan is the guide that identifies how you can achieve outcomes, such as increased sales, growth in market share and ways to improve the design and distribution of your product or service. A marketing plan will also provide you with metrics so you know how to measure your success and outcomes.

Unfortunately, far too many businesses and organisations ignore the need for a marketing plan. Instead these organisations implement individual marketing and communications tools, such as advertising, websites and social media without considering how best to reach and motivate target audiences. Outcomes are always going to be diminished when there is no cohesive strategy. Furthermore, this approach fails to take into account potential constraints, such as the need to collect relevant market intelligence, or sales training, to better service customers and to demonstrate responsiveness.

A marketing plan lets you receive a positive return from marketing.

A marketing plan lets you receive a positive return from marketing.

Most businesses and organisations are not in the business of marketing, yet marketing is fundamental in developing capacity to achieve ongoing growth. A plan, like any other investment, lets you develop a full picture of what is required and how to allocate resources accordingly.

Existing marketing plans need to be reviewed to ensure they are relevant. A marketing audit involves a healthcheck on marketing activities, enabling an assessment against the identified strategies. A marketing audit does not replace the need for a plan, but can identify when strategies may need to be revised, or if actions are not generating the required results.

Before you embark on marketing expenditure, consider the need for a marketing plan to deliver a positive return from marketing, saving you time and money.

What is Integrated Marketing?

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

Integrated marketing ensures that a business or organisation is able to deliver a consistent message, when undertaking various marketing and communication initiatives.

The marketing and communications mix can comprise of various components, such as a website, print media, social media and events. In addition there may be different individuals or departments working across these activities.

The Humanities 21 provides a consistent brand and message

The Humanities 21 provides a consistent brand and message

For example, you may have a graphic designer who undertakes design work for print advertising and a dedicated team that supports and plans events. Various departments may also have their own communication channels, such as email newsletters or specific events.

Each of these activities leaves an impression on your target markets. Inconsistent branding or messages distorts the ability to create a consistent image, eroding the potential to reinforce key messages.

Integrated marketing prevents inconsistency by adopting a strategic approach.

Start by considering the right strategy for your organisation and identifying your key target markets. Once the strategy has been identified, you can consider the communication tools that should be used to reach the target markets and the messages you want to promote.

Existing marketing activities need to be aligned with this strategy. Ensure that existing tools have a consistent branding and reinforce the key messages that will promote your organisation.

The same branding is utilised for newsletters

Integrated marketing ensures that the same branding is utilised for communication tools, like newsletters to reinforce key messages.

An important component of integrated marketing is evaluation. Knowing what you want to achieve enables you to measure those results. Marketing channels should be evaluated to consider their effectiveness and to ensure that your messages are reaching your target markets.

You will often need several contact points to motivate a potential customer, volunteer or other stakeholders. Integrated marketing enables you to reinforce your key messages, creating a consistent approach that helps prompt action.

Integrated marketing ensures consistency across all communication channels, including Social Media.

Integrated marketing ensures consistency across all communication channels, including social media.