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party 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.

Melbourne Business Network PM Club – End of year party

By | Advice for Businesses | No Comments

The Melbourne Business Network held its final PM Club for 2015. The event provided the opportunity to network with business owners within the City of Melbourne and its surrounds, in both a structured and informal setting.

We met a diverse range of business owners at this event, including some B3000+ Award winners and also caught up with other Melbourne Business Network members.

Slush Down Under 2015

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SLUSH Down Under aims to connect technology entrepreneurs with investors so they can realise their vision.  As sponsors of Melbourne Silicon Beach we were invited to the conference and after party, where we had a chance to meet people active in the Startup space.

The key challenges for startups, includes the need to attract investment and commercialise their ideas. A great idea is often not enough, there is a need to develop business and marketing plans to provide the foundations for a viable business model.

Our involvement with Melbourne Silicon Beach enables us to work with the Startup community to develop these foundations. Marketing should be supporting the next wave of innovation to ensure that great ideas reach their full market potential.

Changing of the guard at the NABVillage – Tim Mahlberg’s Farewell

By | Advice for Businesses | No Comments

We attended Tim Mahlberg’s farewell party at the NAB Village. Tim has been an integral part of the NAB Village, having fostered its creation and implementation. The NAB Village has sought to redefine the way that a bank engages with business, providing business owners with a space that they can use to grow their business.

Tim joins in the festivities

Tim joins in the festivities

 

Alex Makin at Tim's farewell

Alex Makin at Tim’s farewell

There was a large turnout at Tim’s farewell, and we had the opportunity to catch up with other Village members and the new host Marc Lim. We are looking to continue our ongoing involvement with the NAB Village and look forward to collaborating with Marc, in his role as the new host.

We wish Tim the best with his future endeavours. Best of luck Tim!

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.

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.