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possibilities Archives - Syneka Marketing

AMI Event: Break Out of the Box with Cyriel Kortleven

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

The Australian Marketing Institute as Australia’s peak marketing association holds regular events to provide new skills to the marketers and the profession. Last week, we held our first event for 2015, Big Data: Beyond the Buzzwords, where we explored how big data has led to better business decisions.

Big data itself, is a relatively simple concept, where disparate but interrelated data is combined to deliver new insights. At one stage, Big Data as a concept, was considered the forefront of innovation and it is important that marketers continue to explore new methods of delivering greater insight.

Today’s session explored innovation and the need for marketers to remain innovative. International speaker, Cyriel Kortleven led participants through a framework that they can use to remain connected to innovation and to always explore new possibilities. Cyriel worked interactively with attendees to help harness creativity and utilised the excellent facilities provided through the NAB Arena.

Feedback for both Break out of the Box and Big Data: beyond the buzzwords, was extremely positive and it is fantastic to see professional marketers engaging in Australia’s peak marketing association.

Inside a Marketing Plan – Your Strategies Set The Direction

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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.

Our YouTube Premiere – We Discuss ‘What Is Marketing?’

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At Syneka Marketing we know social media. To showcase how social media can help your business or organisation, we have started a YouTube channel.

We believe that YouTube has significant possibilities in enabling businesses to directly connect with communities and potential clients.

Globally, YouTube is the third most viewed website in the world, after Google and Facebook. Over four billion videos are viewed every day using this platform.

As a marketing agency we thought that we should start with the basics and explore the fundamentals through, What is Marketing?

Marketing is a concept that is often misinterpreted. The basis of good marketing begins with a strategy that enables you to achieve your goals. Marketing is more than sales, direct marketing, graphic design and website development; it is about providing a holistic approach that addresses your needs.

We wanted to produce a video that was of high quality and informative. We want to educate our audiences on marketing and the tools that are available. We thought that the best way to implement this vision, was to work with a professional film crew  to achieve our vision.

Being in front of the camera was quite an interesting experience. Alex and I are used to speaking in front of audiences, but talking directly to a camera is quite a different experience. For example, speaking to a camera doesn’t provide the same interaction that you gain when you are in front of an audience during a conference or workshop.

We hope that our YouTube presence will complement our work as an agency and raise the level of discussion in regard to marketing.