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marketing planning process Archives - Syneka Marketing

Brand and marketing – how they fit together

By | News | One Comment

There is an increasing level of confusion between branding and marketing, with the two terms often being used interchangeably to communicate the visual or strategic objectives of a business.

We have come across many businesses and organisations recently, that have undertaken branding and marketing in the reverse order. This has resulted in a brand being created without a marketing plan, often then requiring the brand to altered when the strategic rigour provided within the marketing plan identifies misalignment.

Branding is a potential output of the strategic marketing planning process and not the other way around. At the base level, a brand enables the differentiation of one business from another, providing a conduit that builds common ground between stakeholders and personnel within the business.

The marketing planning process determines the overall marketing direction of the business. Branding and identity is a potential output and tactic that may be considered. If this is the case then a brand strategy is created which determines the attributes and essence of the brand, as well as guideline around the brand name, presence and brand promise. From this comes the visual identity and complementary creative materials that support the communication of the brand.

With marketing being ill defined, it can be easy for businesses to become confused between the two terms. This is compounded by the fact that Australia is dominated by tacticians of marketing such as the digital agency, creative agency or advertising agency.

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For non-marketers, particularly those on boards, it can be easy to take the branding option first rather than to invest in a marketing plan. Often a marketing tactician will show visual examples of their work and draft concepts, causing boards and other decision makers to often ask the wrong questions and hence confuse branding for marketing.

The strategic insights through marketing should always be the first aspect you consider when you look at your marketing mix. Once this step is undertaken, you can then consider what is required to develop a brand that resonates with your marketing direction.

Third Sector Magazine – Developing a Successful Marketing Plan

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

Third Sector Magazine is a publication designed specifically for Australia’s not-for-profit sector. Syneka Marketing as market leader in providing solutions for the not-for-profit sector has been offered editorial content in the Third Sector Magazine.

This edition we covered the steps required to develop a successful marketing plan, utilising the Rotary Club of Ringwood as a case study, through the formation of its corporate membership program.

An edited version of the article is available from Third Sector Magazine and was included in the August edition of the magazine.

The complete edition of the article Developing a Successful Marketing Plan is available for registered members of the Syneka Marketing website. Registration is free and provides exclusive access to presentations, articles and papers.

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Alex delivering the webinar: Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success

Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success

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

This month I led the Redback Business Skills Webinar, presenting ‘Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success!’

The webinar was designed to introduce participants to the marketing planning process and the need for a cohesive strategy.  Uncertain economic times means it is critical that businesses develop an effective marketing strategy that clearly defines their goals.

The presentation was designed to assist businesses in answering the following questions:

  • How will you grow revenue in 2012 and beyond?
  • What new markets or products/services will you be able to offer?
  • How can you maintain ongoing contact with existing clients and encourage repeat and increased purchasing?
  • How will you provide a cohesive strategy to promote your business or organisation?
  • How can you incorporate the Internet and social media to complement your business goals?
  • How are you going to measure your success?

Attendees were able to participate in the webinar through posting of questions on the interactive message board.  Redback undertook the role of facilitator to assist in the introduction of these questions and to encourage ongoing dialogue.

Alex delivering the webinar: Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success

Alex delivering the webinar: Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success

In addition, polling questions were used to help identify the positions held by the attendees and their current familiarity with social media.  The use of these tools helped to personify the webinar to ensure that content was relevant to attendees.

A video of the presentation was automatically recorded by Redback Conferencing and is available to members of the Syneka Resources Centre.