expo Archives - Syneka Marketing

Swinburne Student Assessment: Class based Expo

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This afternoon I was invited back to Swinburne to assist in the assessment of a student trade show event involving students studying the Certificate IV in Marketing and a Certificate IV in Business.  Students were required to create a trade show exhibition to explore business to business marketing.

The assessment explored the first four elements of the marketing mix, specifically a product that students devised, the communication channels, pricing signals and distribution channels. Students explained their marketing approach, linking practical outcomes with core marketing theory.

As part of the proceedings I awarded several prizes to participants, including mentoring sessions through Syneka Marketing. We exist to re-define marketing and educating the next generation of marketers is how we help shape the future of the procession.

Congratulations to the students who participated in the expo and are nearing the completion of their assessments.

RMIT MaCa – Final Year Students transitioning into Employment

By Advice, Advice for Businesses, News No Comments

RMIT MaCa (Marketing Careers) is a workshop session designed to assist students in becoming career ready. Earlier this year I presented at the session designed for 2nd year students, and was back this afternoon to discuss how final year students can become job ready.

Graduates continue to face employment pressure, with a lack of demand in marketing roles and the prevalence of either sales or administrative jobs being dressed up as marketing positions. Students need to build on their existing experience to identify skills that are transferrable into their future career. Jobs in hospitality, customer service, or sales, help build skills that will have applicability in future marketing roles.

Marketing incorporates a diverse range of job functions and is less linear than most other professions. As a result, there is a need for students to understand their strengths and the skills they need to successfully undertake within marketing. A successful marketing career requires a combination of both soft (general aptitude) and hard (marketing theory) skills, graduates need to take opportunities to build this experience.

RMIT provides a range of services to assist graduates with gaining employment and it has been fantastic to engage with the University in this regard.

Swinburne University

Australian Marketing Institute and Swinburne TAFE bringing industry to the classroom

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This afternoon I was invited to attend a mock trade show created for Swinburne TAFE students studying Certificate IV in Marketing and a Certificate IV in Business. The expo was created to enable students to develop the marketing strategies for an innovative product that could be sold in the real world.

Alex awarding a prize to a student

Alex awarding a prize to a student

I was the keynote speaker at the event and highlighted the skills that emerging marketers need to gain employment within the marketing profession. The expo enabled students to showcase their marketing knowledge including the need to look beyond pricing points and into the positioning of their products and the audiences they are seeking to attract.

Alex Makin at the expo

Alex Makin at the expo

Several prizes were awarded to the students. Congratulations to Swinburne and its students for developing an innovative approach that showcases marketing capabilities.

RMIT MaCa – Marketing Careers Expo

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

As the Victorian Chair of the Australian Marketing Institute, I was invited to speak to second year students studying Marketing at RMIT to discuss their future professional careers.

Despite marketing’s role in growing business capacity, it remains one of the first areas to experience downsizing during economic uncertainty. As a result, it can be difficult for graduates to find a suitable role to commence their marketing career.

This is further compounded by the lack of definition over marketing. A search on seek.com.au for the term ‘marketing’ will identify jobs ranging from telesales, through to administration and then finally actual marketing roles. It is not uncommon for marketing graduates to commence in a role that is not related to their field of study.

Today’s session at RMIT provided an opportunity to assist second year graduates in identifying how they can become job ready and secure a position following their studies. I explored the importance of networking in finding positions and the need to build practical experience that complements their studies.



Internships are one opportunity to develop and demonstrate skills, but it is important that the intern chooses the right experience. Unfortunately there are far too many examples of interns being given roles that do not enable them to refine and develop their skills.  The marketing sector needs to step up its support for interns and ensure there is the ability to provide career building skills through these programs.

Voluntary roles provide another option to develop marketing skills. Many not-for-profit organisations would welcome students that could provide a marketing perspective. These roles provide the ability to not only assist causes, but also to further develop career building skills. There is a role for education providers in facilitating platforms for students to develop their skills and in forging links with relevant sectors.

Graduating is the first step in a marketing career and I would like to thank RMIT for the opportunity to speak to second year students to help shape their future careers.

Everything’s Art at Melbourne Now

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We attended Melbourne Now at the National Gallery of Victoria.

Art on display at Melbourne Now

Art on display at Melbourne Now

The exhibition was developed to showcase the talents of Melbourne artists across various mediums. Spread across two National Gallery of Victoria sites, the exhibits were diverse and provided a broad overview of art, culture and design in Melbourne.

Many of the exhibits had interactive elements and the sharing of experiences was encouraged through the hashtag #MelbourneNow.

Curation was a challenge as there were many exhibits covering ranging perspectives of Melbourne.

Life imitates art at Melbourne Now

Life imitates art at Melbourne Now

Melbourne Now was widely publicised as having been the largest exhibition developed by the National Gallery of Victoria. It was ambitious and exposed many Melbournians to a range of artists and art mediums.

Alex delivering marketing and social media essentials at Third Sector Expo 2013

Social Media Essentials at the 2013 Third Sector Expo

By Advice, Advice for Not-for-profit Organisations and Charities, Presentations, Resources 2 Comments

The Third Sector Expo is an annual conference and exhibition dedicated to the not-for-profit sector.

Syneka Marketing has received regular coverage in Third Sector Magazine, providing editorial content over the past year. We were invited to speak at the 2013 Third Sector Expo.

Alex speaking at the 2013 Third Sector Exhibition and Conference

Alex speaking at the 2013 Third Sector Exhibition and Conference

I discussed social media and marketing, outlining how an organisation needs to use the right tools to reach its target markets. Social media is a marketing activity, and should be linked to the actions identified in a marketing plan.

Every not-for-profit organisation needs a marketing plan to support its organisational or corporate strategies. A corporate plan will often identify what an organisation wants to achieve and a marketing plan looks at how to achieve these outcomes.

Marketing plans need to consider the tools that are available to achieve these goals, including communication methods such as social media. Following this approach means you will be able to communicate your key messages through an online community using social media tools.

Websites and social media are only effective if they are regularly updated. This ensures that visitors are aware of your organisation’s activities. In addition, the frequency of updates is one of the metrics Google uses for search engine rankings.

Fortunately social media can be integrated with a website, ensuring consistent messages that can be published once and replicated through tools like Facebook, Twitter and LinkedIn. Integration saves time by ensuring consistency, while also providing a base level of engagement. Using this approach provides the ability to foster online communities, by encouraging committee, staff, volunteers and members to interact with the discussion.

Social media should be treated like other forms of media and covered by a communications policy. The policy should outline acceptable use of social media and identify the spokespeople who provide official comments on your organisation’s social media accounts. Guidelines should be clearly published, including on the About page on Facebook, and visible within Twitter and other social media tools.

There are several social media tools, each of which are designed for different purposes. Facebook is good for building online communities and for promoting events. Twitter is great for quick announcements, and can be linked with Facebook to provide an integrated approach. Pinterest is effective through its use of photographs, and Youtube can host video content that can promote an organisation.

Social media is increasingly prevalent across all demographics. For example, over half of Australia’s population has a Facebook account. People aged 55 plus are now the fastest growing segment of new accounts. While social media has extensive reach, email still has almost universal coverage and should be included as an online form of communication. The ability to share email content should be incorporated within newsletters to encourage recipients to forward messages through social media.

The 2013 Third Sector Expo

The 2013 Third Sector Expo

Policies should distinguish between negativity and offensiveness. Offensive comments, that denigrate, or are inflammatory should be immediately removed. Negative comments, however should be managed by seeking to engage the person that wrote the content. Try and engage the person outside of social media to prevent other comments. In particular, it is best to try and resolve the complaint in person or via the phone to remove the anonymity that social media provides. Resolving a complaint outside of social media will often lead to better outcomes and enable you to demonstrate the steps you undertook to reach a resolution.

Social media can deliver positive outcomes for an organisation, if it is linked to marketing objectives.

For example, if your goal is to raise donations, ensure that messages target prospective donors and that you encourage the sharing of content to reach their extended networks. If you are aiming to raise awareness, then promote stories that creative a narrative, outlining how your organisation achieves positive social or environmental outcomes.

Audio equipment was kindly provided by ConnectingUp. A version of the presentation with audio and slides is available through Youtube:

Or view the slides delivered to the 2013 Third Sector Expo

Thank you to the many participants who attended our presentation and for the discussion on Twitter.  A transcript of the Twitter conversation is available via Storify.