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participation Archives - Syneka Marketing

NGV Members Summer Party – Andy Warhol and Ai Weiwei

By | Advice for Businesses | No Comments

Syneka Marketing is a proud patron of the arts and we are a supporter of the National Gallery of Victoria, through membership and event participation.

Each year the National Gallery of Victoria hosts its Summer Party, highlighting its current exhibition and providing a lively atmosphere, through music and festivities. This year, the Summer Party coincided with the premier exhibition featuring Andy Warhol and Ai Weiwei.

Andy Warhol, as a leading figure in pop art, blurred the lines between celebrity and artist, using a combination of mediums to convey his artist intent. Andy Warhol had a background in commercial illustration and advertising, which carried through to his artistic work where he often explored the impact of icons.

Andy Warhol's Campbell's Soup Cans (1962)

Andy Warhol’s Campbell’s Soup Cans (1962)

Ai Weiwei extends many of Andy Warhol’s concepts, juxtaposing modern icons with a political overlay and historic context. In particular, Ai Weiwei has extended the interaction between artist and community, incorporating active social media engagement, while maintaining a focus on human rights.

The Andy Warhol and Ai Weiwei exhibition demonstrates the evolving nature of art. The National Gallery of Victoria’s Summer Party was the ideal occasion to see the unfolding narrative of these works.

The Andy Warhol and Ai Weiwei Exhibition concludes on the 24th of April.

Measuring Marketing Performance – Don’t confuse inputs for outputs

By | Advice for Businesses | No Comments

Last time we explored the customer journey, returning to the decision making process, as a potential customer begins at a pre-purchase phase prior to a purchase and then post-purchase considerations. We also explored the customer experience, to ensure that the term returns to its core definition within the marketing mix.

Both of these concepts demonstrate the need for consistency, as well as multiple contact points to reach customers and influence decisions. As a result, there is a need for a holistic view of marketing, since running disparate tactics will result in diminished outcomes. Furthermore, undertaking a holistic approach enables a greater degree of confidence in decisions and the ability to measure overall impact.

Unfortunately there is a lot of misinformation in regard to the measurement of marketing performance. Firstly, offline content, such as product factsheets, print media, radio and TV can be measured and should be evaluated to understand overall performance. Secondly, many digital metrics, such as website visitations, social media interaction are in fact inputs rather than outputs.

Far too often, we see marketing managers that report on website visitations, Facebook likes or Twitter followers, without providing metrics that consider the end outcomes, namely conversions into customers or repeat purchases. The key is to use these inputs and map the contact points that are required across the customer journey to achieve the end result, such as a purchase or repeat purchase. Similarly, the customer will have differing forms of interaction with a business, beyond promotions, such as a direct interaction with staff, or a visitation into a store. Each of these aspects form part of the journey and need to be measured, as an adverse experience across any of these areas can deter purchase intent.

Begin by assessing the channels that you use to raise overall awareness and then consider the next steps that a customer takes once there is general awareness. Is your prospective customer visiting a website and then following up through email or phone, or do they undertake further research, prior to returning? Is the first point of contact a broadcast medium or referral, rather than a website?

Pre purchase purchase post purchase

Each of these components form an input into the end goal, so consider overall reach, followed by identifying customers that have taken a subsequent step along the next contact point. Benchmark and evaluate these results so you can make informed decisions on the rate of marketing return and the effects of any modifications. As a result you can identify the relevancy of website visitors, whether event participation is reaching the target audiences and overall number of contact points and timing required to achieve purchase intent.

A Marketing Plan identifies how you can achieve your goals

Re-imagining Marketing – Our Second Workshop for 2015

By | Advice for Businesses, News | No Comments

The definition of marketing is often misunderstood, with many businesses viewing marketing as a series of tactics, rather than the ability to achieve your business goals.

This morning we held our second Re-imaging Marketing Workshop, which aims to re-define marketing by demonstrating its value in ensuring long term success.

Participants at Re-Imagining Marketing

Participants at Re-Imagining Marketing

Alex Makin presenting at Re-imagining Marketing

Alex Makin presenting at Re-imagining Marketing

Natalia Perera presenting at Re-imagining Marketing

Natalia Perera presenting at Re-imagining Marketing

Fundamentally marketing is about generating value. As marketers we develop strategies that reinforce the value that is created between businesses, organisations and their stakeholders. Our workshop guided participants through a strategic approach to marketing, which enables the evaluation of tactics and ongoing performance measurement.

We looked at the differences between marketing and tactics and provided insights into the best way to work with individuals within the marketing industry, including those who provide tactics such as web designers, graphic artists and social media consultants.

This is our second Re-imaging Marketing Workshop, and further sessions will be held throughout the year. The workshop is designed to be interactive and it is great to learn more about the participants and the visions they have for their businesses.

We would like to thank the attendees for their participation and for the positive feedback these sessions have received. Re-defining marketing is essential to ensuring that it delivers value and we look forward to our next workshop sessions.

Re-defining Marketing for Associations

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

Marketing is often a misunderstood term for Associations, yet is it essential to ensuring your longevity and sustainability. Through this workshop you will be encouraged to identify how a strategic marketing approach will align your association with your mission and vision, as well as strengthening engagement with your stakeholders. You will be able to segment the needs of your stakeholders, and articulate the outcomes that you wish to achieve for your association.

Marketing is more than just promotions or an online presence, it is how you articulate your value proposition and influence your stakeholders. A stronger marketing approach will ensure the longevity of your association and the ability to work towards achieving your mission and vision.

This workshop will cover the following:

  • The role of marketing with associations
  • Aligning a marketing approach with your mission and vision
  • Fostering ongoing engagement and participation

Date: Thursday 28th May 2015
Time: 4pm to 6pm
Where: Committee for Economic Development of Australia (CEDA) – Level 13, 440 Collins Street, Melbourne
Price: Free for Associations Forum members, $55 for non-members (not-for-profit organisations only)

Register through the Associations Forum

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.

Successful Nomination for the Australian Marketing Institute State Advisory Committee

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The Australian Marketing Institute (AMI) is the peak organisation representing the marketing profession and sector within Australia. As a strategic marketing agency, we value the role of the Australian Marketing Institute and have supported the organisation through our corporate membership and event participation.

I have often commented that the profession needs to clearly define its role in delivering successful business or organisational outcomes. While most people have a clear understanding of the outcomes that accountants and lawyers provide, there is a general lack of clarity around marketing and what it delivers.

I believe the best way to influence this discussion is to be part of the decision making processes within the Australian Marketing Institute. I nominated for the Victorian State Advisory Council and have been informed that this nomination has been successful.

The Australian Marketing Institute has undertaken significant governance reforms and it should be an exciting time to be part of the Victorian State Advisory Council.