introduction Archives - Syneka Marketing

Russel Howcroft on the Power of TV

By Advice for Businesses No Comments

This morning the Australian Marketing Institute held an exclusive session held an exclusive session at the Channel Ten studios, featuring Russel Howcroft who discussed the role of ‘traditional media’ in a digital world.

The role of marketing is to use the right tools across the marketing mix to achieve business outcomes. The traditional forms of communications, through TV, radio and print, remain just as valid today, even with the introduction of digital tools. Multiple communication tools are often required to create action, so there is a need to identify how best to reach and motivate your target markets.

At Network Ten

At Network Ten

No mainstream digital disrupter, such as Twitter, Facebook or Google, has been able to achieve its market presence without the use of traditional media. Rather than seeing digital as distinct to traditional, marketers need to view these tools as the means to achieve business goals.

From experience into engagement – how do we measure outcomes?

By Advice for Businesses, Resources No Comments

Last week, we featured feedback from Janet of Port Places, highlighting how the Royal Botanical Garden was utilising Twitter to manage experiences around TitanArum, one of its key exhibits.

This week Walter from Kinship, has offered his views, particularly in the need to link the social media presence to broader outcomes:

  1. What now happens to the Twitter feed – it has to be managed into a coma or in some way resources directed to it to manage it while the flower is dead.
  2. What happens to the followers of the flower? Are they now encouraged to move to @RBG_Melbourne – are they the same, are they different – what resources now need to be put into maintaining a relationship with the flower followers?

The better alternative would have been to simply use a #titanarum hashtag on the main feed which would have avoided all these issues and maintained continuity with the subscriber base with no extra effort.

People always have bright ideas about starting new campaigns, but rarely think about what happens after the campaign and how the results will be harvested and relationships continued.

Walter raises some valid points. Firstly, there is a need to understand the desired outcomes from the campaign. One aspect is engagement over TitanArum, but the broader focus should be on fostering ongoing interest and participation with the Royal Botanical Gardens. As a result, there is a need to measure conversions between followers of @TitanArum through to @RBG_Melbourne. Secondly how many of these become attendees of the Gardens, or promote the activities more broadly? Furthermore, how many commit to a membership or ongoing participation?

Following a theme or campaign is often the first stage to broader engagement and should not be seen as the end result.

Walter’s comments provide a brilliant introduction to the theme we will be exploring this month. Specifically, how you should be measuring marketing outcomes.

Inside a Marketing Plan – Your Strategies Set The Direction

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

Last week we discussed the importance of capturing the right information when developing a marketing plan. The Capture Phase lets you gain insights in your business, markets, competitors and other aspects that will influence demand.

We’re continuing the exploration of our marketing methodology, by exploring the Strategy Phase. This component is the second part of the marketing methodology and builds on the information you gathered during the capture phase.

The Strategy Phase considers what strategies will achieve your marketing goals

Begin by analysing the information you captured

The strategies for your business should be informed by the findings from the capture phase. You need to understand what the data is telling you to identify where there may be merit in developing specific strategies.

For example, if you wish to introduce a new product, consider the target demographics and the motivating factors that would influence purchase decisions. One of your strategies would specifically develop this market, with the aim of delivering sales and revenue growth.

Understanding the information you have gathered will ensure that your strategies are relevant and will deliver positive results.

Be open to engagement

The Strategy Phase should be open to collaboration and there is merit in involving stakeholders and staff to ensure that they are able to contribute their observations.

Several methods exist to encourage engagement, including workshops, interviews or surveys. Often you may need to use several of these methods to reach all relevant stakeholders, depending on their level of engagement. Often you can involve staff in an internal workshop, hold selected interviews with key customers and then conduct a survey seeking wider input. Each of these methods are valid and should have a consistent foundation to ensure that you can compare results. Furthermore, consistency will enable you to benchmark future results to identify trends and measure performance.

Consider all options

You need to consider all possible options during the strategy phase. The aim of this phase is to think strategically about your business and its possibilities. Subsequently, you will be able to identify the strategies that are the right fit for your business and which will be included in the final marketing plan.

If you have a seasonal product, such as ice cream, one relevant strategy would be the introduction of complementary food, such as waffles, that may be more suitable for winter. This would be a sound strategy, as it would reduce seasonal fluctuations, but may not be suitable if you are planning on being known exclusively for ice cream.

The final strategies that you select for your marketing plan should be consistent with the research, validate the engagement that was undertaken and reinforce the strategic direction of your business.

Your strategy sets your direction

The Strategy Phase is where you begin to explore future options and possibilities. Taking the time to identify the right strategies ensures that the resources you allocate will achieve results.

The Strategy Phase establishes the criteria you will use to measure the success of your marketing plan.

Governance Mentors

Governance Mentors First Melbourne Training

By News No Comments

I attended the Governance Mentors Melbourne training session for mentors. This training session was the first held in Melbourne, and was facilitated through Volunteer West.

Governance Mentors is a not-for-profit social enterprise that has been developed by Volunteering Western Victoria in response to improving the governance of community organisations.

Governance Mentors provides the opportunity for individuals who are passionate about community governance to volunteer as a mentor to a community board. Mentors are provided with training that enables them to learn more about the program, and what it takes to be a governance mentor.

Governance Mentors training

Governance Mentors training

Many mentors saw being involved as a professional development opportunity, or a way that they could give back to the community and assist an organisation to achieve its goals.

The first part of the training was a networking dinner that enabled mentors to meet and network in an informal context. The dinner also provided an introduction to the program and outlined the topics that would be discussed during the workshop.

Training for this program is highly interactive, with participants having the opportunity to share their experiences and learn from others as they discuss both governance and mentoring.

I am currently the Program Coordinator for Governance Mentors in Melbourne and have assisted Volunteer West with recruitment. It has been great to have such an overwhelmingly positive response to Governance Mentors and to ensure a diverse and highly capable skillset that will be offered to organisations.

We are currently looking to place our mentors with suitable organisations. If you are part of an organisation, or know of an organisation that would benefit from having a governance mentor, please contact me on natalia@synekamarketing.com.au or 1300 965 989.

Harmony Day – Wish You Were Here

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

Harmony Day is part of Cultural Diversity Week, designed to celebrate Australia’s multicultural society.

Maroondah has significant cultural influences, including the role of the Mullum Mullum Creek in Wurundjeri culture, European migration that settled into the area after World War II, and more recently communities from South Sudan and Burma.

Alex as Master of Ceremonies for the Maroondah Harmony Day Exhibition and Concert

Alex as Master of Ceremonies for the Maroondah Harmony Day Exhibition and Concert

Eastern Volunteers in partnership with Victoria Police, Relationships Australia Victoria, EACH, Department of Justice, Migrant Information Centre and Maroondah City Council, held a day of cultural festivities on the Main Stage at Eastland Shopping Centre.

Performances included traditional Wurundjeri dances, music from the Chin and Karen communities from Burma, reggae from an African solo guitarist and Scottish highland dancers. I served as the Master of Ceremonies for the proceedings, providing an introduction to each performance, as well as highlighting activities throughout the day.  I also kept the audience engaged, by discussing the activities of the partners and showcasing the range of festivities planned for Harmony Day.

The Harmony Day Concert was supported by a postcard exhibition, featuring community entries depicting cultural diversity.  Entries were received across Maroondah, including from schools, community centres and migrant groups.

The Maroondah Harmony Day Concert and Exhibition featured a range of community performances.

The Maroondah Harmony Day Concert and Exhibition featured a range of community performances.

One of the highlights was Maroondah signing a formal declaration stating that it welcomes refugees.  The Council resolution, declaring Maroondah as a refugee welcome zone, was one of of my last actions as a Councillor in 2012.  Maroondah’s formal signing of the declaration reaffirms this commitment.

The Maroondah Harmony Day Concert and Exhibition enabled the community to showcase the cultural diversity and welcoming atmosphere of Maroondah.  It was a pleasure to perform the role of Master of Ceremonies and to promote cultural understanding through the event.


Show bag we received at the Amnesty Get Active Meeting

Amnesty International Get Active Meeting

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

Alex and I attended the Amnesty Get Active Meeting in February. Amnesty organises these meeting to provide an introduction to the organisation, as well as to provide information about volunteering opportunities.

Attending the meeting was a great way to find out what Amnesty does as well as to meet people who were interested in volunteering for the organisation.

We believe Amnesty is a highly dynamic organisation that is outcome focused. The organisation is very hands on and encourages and supporters to take action on issues that they are passionate about.

In the meeting we watched a few YouTube videos on the organisation and were given outlines of various groups situated around the country.

Alex and I were interested in joining the Melbourne Metro group as it meets close to the Syneka Marketing office. We hope to do more with this group in the near future and look forward to being a part of Amnesty.