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participant Archives - Syneka Marketing

Complimentary Consultations to help the not-for-profit sector re-define marketing

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

We offered complimentary marketing consultations during the conference and it was great to see the overwhelming response, with our sessions being oversubscribed. While each organisation has its own unique challenges, common areas of focus included:

  • The need to segment stakeholders and to understand their outcomes. Many not-for-profit organisations view their end-clients as a target market, but omit the need to reach prospective volunteers, board members, government, funding organisations and others.
  • Consideration of intermediaries and partner organisations. Many not-for-profit organisations have limited budgets, meaning broadcast communications are often beyond their reach. Instead, there is a need to form partnerships and explore intermediary organisations to reach relevant stakeholders.
  • Marketing metrics are not defined, leading to lack of measurability and confusion over inputs, outputs and outcomes. Website visitations, or attendance at information sessions are inputs, donation enquiries are an output and the actual donation is the outcome. Organisations need to understand the decision making journey (customer journey) and the sequence that is required to generate action.
  • Lack of marketing governance. Roles between board, management, staff and external parties are ill-defined, hampering the ability to measure performance and establish strategic direction.

These challenges are shared by both businesses and not-for-profit organisations, demonstrating the ongoing need to re-define marketing so it returns to its core of being led by strategic insights and not by execution.

Thank you to the participants of these sessions and for the fantastic feedback we received. We hope that the attendees at the National Volunteering Conference are able to build their marketing capacity and demonstrate the value they provide.

The CEO Institute – Marketing in a business to business context

By | Advice for Businesses | No Comments

The CEO institute is a member based association that connects likeminded businesses to foster shared learning and professional development. Members of the CEO Institute form syndicates based on their turnover and business focus, which meet on a regular basis.

This morning I was invited to speak to one of the syndicates on the role of marketing in a business to business context. Unlike consumer products, business to business marketing often requires longer lead times and an understanding of key personnel, including influencers, users and decision makers.

Identifying the customer journey, by understanding the required touchpoints and the sequencing of activities, is critical. The workshop led participants through the role of marketing in building and facilitating this customer journey, as well as the metrics required to measure results.

Swinburne Student Assessment: Class based Expo

By | News | No Comments

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.

Significant Women's Network

Significant Women’s Network – Beyond the Business Card October 2015

By | Advice for Businesses | No Comments

I attended the October Significant Women’s Network Beyond the Business Card event.

Beyond the Business Card is an event series that has been developed by the Significant Women’s Network to foster creating meaningful connections. The event series is open to women holding senior and executive roles and is limited to 12 participants.

The event was held over lunch at Pei Modern. There were women at the event from a range of different industries and backgrounds. It was great to learn about what they were passionate about and their professional success.

This event was the first after the completion of a Marketing Plan we developed for the Significant Women’s Network earlier this year.

For information about future Significant Women’s Network events please visit: http://www.significantwomensnetwork.com/events

Launch of the 2015 Small Business Festival

By | Advice for Businesses | No Comments

The Victorian Small Business Festival is a major fixture in the State Government’s business event series.  The Festival, which is held throughout August, features a range of workshops and sessions aimed at fostering business growth.

This afternoon I was invited to the launch, through my role in the Australian Marketing Institute, providing an opportunity meet the participants in the festival, and to gain a broader insight into the program.

Business failure remains an ongoing concern within Australia and Business Victoria has a role in building the capacity of business to stimulate growth and development. Details on the Small Business Festival are available at www.business.vic.gov.au