marketing strategy Archives - Syneka Marketing

Jean Paul Gaultier NGV

What happens when you promote something too well?

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

Promotion is one facet of marketing. This Saturday I saw an excellent example of promotion at the National Gallery of Victoria. It was the last week of the Jean Paul Gaultier exhibit and the gallery was open from late in the evening to midnight.

As an after dinner event with music and a party-like atmosphere it had the potential to be a great date night, mother-daugher bonding activity or family outing.

The gallery provided the option of purchasing the tickets prior to the event, which I did to avoid queues at the door.

I arrived at the National Gallery at 8pm and so did several hundred other people. Unfortunately, most of these people had also pre-purchased their tickets and I was left waiting in a line outside the gallery, then a smaller line to collect a wrist band, followed by a large line to be given access to the exhibit and then finally another smaller line waiting to make my way into the exhibition. Four lines, and more than an hour later, I finally made it to an exhibition that took two hours to see.

Line outside the National Gallery of Victoria

Line outside the National Gallery of Victoria

Had I gone to the National Gallery of Victoria at 10:30pm I would not have had that problem, but like many others I had made the decision to go there after dinner. This experience is an example of what happens when promotion goes too well.

There was a great deal of thought put into the creative collateral developed for this exhibition as well as Public Relations and digital content, however, what the National Gallery of Victoria has not done is manage the follow through effectively.

An excellent use of creative collateral

An excellent use of creative collateral


Inside the exhibition

Inside the exhibition

Marketing is more than promotion, it extends to the entire customer experience. From initial contact, to purchase and then interaction, the right marketing should provide a consistent experience.

My experience with the exhibition itself and the purchasing of tickets was a positive one. However having to wait in line with several hundred people was not pleasant.

So what would we recommend to provide your customers with the best possible experience?

It starts by looking at what experience you want to create, and then following this through the entire marketing process.

Marketing strategy can enable you to streamline the mix of marketing tools that create a consistent experience.

For this particular example, while the National Gallery of Victoria created a sufficient amount of excitement around the exhibition; what they did not do was create a positive overall experience. The result diminished the value I had for this particular exhibition.

This could have been avoided by doing the following: 

  • Gathering demographics about participants to gain an understanding of potential purchasing habits and behavioural patterns;
  • Streamlining viewings by staggering attendance times;
  • Notifying individuals of peak periods and estimated wait times;
  • Creating events around peak periods such as themed dinners or pre dinner exhibitions;
  • Working with other venues around the gallery to provide pre and post entertainment.

Promotion is one aspect of marketing. Creating an experience requires looking beyond this. The next time you want to promote something, avoid the trap the National Gallery of Victoria fell into with the Jean Paul Gaultier exhibition and consider promotions to be one part of your marketing mix.

Know your customers

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

Last week we discussed the origins of Syneka Marketing and our overall vision, discussing how marketing needs to focus on impact, namely the ability to build your capacity so it delivers synergies across all aspects of your business.

For any enterprise, it is imperative that you know and understand your customers. Often we consider the customer to be the end purchaser, but there are many instances where others will influence the purchase. The obvious example is parents, whereby children will often influence decisions.

Knowing your customer, the processes they use to make a decision and the outcomes they want to achieve, is critical. For many businesses your customers evolve over time and this is no different for us at Syneka Marketing.

Understanding your customers will help you adapt to changing needs.

Understanding your customers will help you adapt to changing needs.

As Syneka Marketing evolves into a leading agency that works with medium sized enterprises, corporates and social enterprises, we have found that there are unique needs when compared to small business.

While many statistics aggregate small business and medium enterprises (SME), their needs are in fact very different. Small business often needs mentoring and support, in conjunction with marketing strategy and execution.

As a result, we are launching the Small Business Marketing Agency, a partnership between Syneka Marketing and Vent2Me. The Small Business Marketing Agency will be based primarily at the NABVillage in the Docklands, in conjunction with our South Melbourne location and a presence in Ringwood. The Small Business Marketing Agency website at www.smallbusinessmarketingagency.com.au provides further details.

This approach will enable our Syneka Marketing team to continue its evolution by focusing on leading social enterprises, medium sized business and corporates, while we continue to re-define marketing across all sectors.

We look forward to sharing this journey with you.

The Difference Incubator Christmas Party

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

Creating social impact is something that we aim to do with every marketing plan we develop for our clients.

The Difference Incubator held its first Christmas Party at the HUB Melbourne. The Difference Incubator aims to create a community where social enterprises can meet and learn from one another. Having undertaken a diverse amount of work within the social enterprise space we were invited to attend this event.

The Christmas Party provided us with the opportunity to meet and network with individual within the social enterprise space.

Peter Allen the CEO of Ethical Properties Australia spoke at the event. Peter spoke of the importance of having innovative, accessible spaces for all businesses including social enterprises. Co-working environments such as the HUB Melbourne provide an alternative to signing a long term commercial lease.

We are dedicated to helping not-for-profit organisations and social enterprises with their marketing and look forward to future events within this space in 2015.

November In Review: Our Strategic Marketing Methodology

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

Over the course of November we discussed our strategic marketing methodology, exploring the three phases we utilise to develop marketing plans. Each of these phases are required to develop a marketing plan that is based on accurate information, can identify the strategies that achieve your business goals, and is measurable through outcomes that can be measured.

Our latest YouTube video explores each of the three phases covered in our strategic marketing methodology.

We started at the Capture Phase, which ensures that a marketing plan is relevant to your context. This phase includes the relevant research to understand your target markets, competitive processes and the broader industry context. The Capture Phase sets the relevant foundations for your marketing plan, by ensuring accurate and relevant information.

The Strategy Phase consists of analysing this information to determine the strategic direction of your marketing activities. This phase develops your value proposition, as well as the key messages and marketing activities that are needed to engage your target markets. Engaging staff, customers and other stakeholders can be useful in clarify your strategic direction. The outcomes from this phase include the identified strategies that will achieve your business objectives.

The Delivery Phase is where you identify the actions that are required to achieve these strategies. Marketing needs to be measurable and this phase is where you can identify the expected outcomes from implementing these actions. The delivery phase requires implementation schedules, identifying the timeframes and resources that will be required. Proactive planning will enable you to measure the progress and effectiveness of these activities.

Combined these three phases provide a strategic marketing plan that is measurable and delivers results. We further explore our marketing methodology in our eBook, Marketing Methodology that Works, which is available for a free download from our website.

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.

Inside a Marketing Plan – Begin by capturing the Information you need

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

Last month we explored our framework, which provides a holistic approach to developing marketing and business strategies.

Over the next few weeks we’re going to delve into a marketing plan, exploring the methodology we utilise to develop and execute a marketing plan.

Capture Business Plan NFP 1000px

Know what you need to Research

The first step is to understand the information you need for a marketing plan. Consider details of your customers, the composition of your products and services, as well as the competitors and industry trends.

Each of these elements should be researched in sufficient depth so that you do not need to make unfounded assumptions.

Identify competitors

Pay particular attention to your competitors, consider not just those that offer similar products or services, but indirect competition as well. What other alternatives exist to purchasing your products or services? These alternatives are all a form of competition and should be considered. For example, a restaurant would not only consider other similar competitors, but also take-away and delivery options.

Furthermore, given that restaurant spending is often used as a form of enjoyment, there is a need to consider alternatives as a form of indirect competition, including movies, theatres and other forms of entertainment.

Know Your Customers

Understand your customers, including what motivates them to make a purchase, as well as key demographic information. Knowing your existing customers will assist in extending your reach within your target markets. If you are a new business or want to consider new markets, then you should assess the customer segments that are being served by competitors and whether you will serve similar demographics or identify alternative targets.

Understand your entire business

Marketing involves your entire business operations. Understand your sales process, how do staff greet customers, do they encourage interaction and the confidence for someone to make a purchase? How could staff encourage purchases or strengthen engagement with customers?

Similarly consider the process for delivering services or products. How could these be improved to strengthen the customer’s experience? It is important these aspects are considered, so that bottlenecks do not emerge if sales are increased.

Research Underpins Your Entire Plan

The Capture Phase sets the foundations for your entire marketing plan. The latter phases of a marketing plan are based on the information that is uncovered during the capture phase. The Capture Phase relies on current and historical information to inform the future direction of your marketing plan.