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presentation Archives - Syneka Marketing

The problem is not your brand – it is marketing

By | Advice, Advice for Businesses, News | No Comments

The confusion between branding and marketing with the terms often being used interchangeably, often results in poor outcomes due to the wrong questions being asked. As a result, there is a tendency to design new brands, rather than addressing the fundamental marketing aspects that should strengthen market positioning.

What is Marketing?

We have defined marketing on several occasions, including definitions adopted by peak industry associations. In summary, marketing exists to deliver mutually beneficial value; to your customers and stakeholders, as well as to your business. If marketing is not delivering value, then it needs to be reviewed.

Defining branding

Your brand is the internal and external representation of your business, as well as your products or services. Brands encapsulate the value and perceptions that you are seeking to create, through visuals (logos, packaging), audio (music, sound), tone, style and potentially other senses. Consider brands like Coca Cola, Dulux or Bunnings and the perceptions you have towards them.

Your brand is the image and identity that you seek to create with your relevant target markets.

The connection between branding and marketing

A brand is the outcome from your strategic marketing plan and not the other way around.  Unfortunately, many start with a brand and then try to shoehorn marketing around logos and values that may not be relevant to their products or target markets.

Determining your brand is premature if you have not identified the following:

  • Your Target markets, who are targeting and why?
  • Your core products and services, what are you offering to your target markets and why?
  • Your value proposition, what value do you provide to these target markets?
  • Core elements of the marketing mix, or customer experience. In particular, make sure that pricing points are relevant and you have identified key distribution channels.

Your brand needs to reflect your strategic direction so you can deliver a consistent experience that builds customer acquisition and loyalty.

Successful brands are those have ensured a consistent marketing approach, Apple across its product lines is a typical example of a brand that is known for innovation. This creation of innovation as a value proposition, was defined through its marketing direction, ensuring that products, their design, function and communications reflected this positioning.

A brand refresh is more than a new logo or colouring scheme; it needs to be considered from a marketing context. There is little point developing or refreshing a brand that does that have relevance to your marketing direction.

DM Forum

DM Forum – October 2015

By | Advice for Businesses | No Comments

We attended the October DM forum. The DM forum is a quarterly event series that brings together professional marketers.

This event contained speakers from LinkedIn and the Great Ocean Road.

The speaker from LinkedIn provided insights into new features and best practice around utilising a LinkedIn company page. As avid users of LinkedIn, Alex won a prize when discussing best practices for posting on LinkedIn.

The presentation on the Great Ocean Road focused on the creative communications strategy for the towns located along the Great Ocean Road. Of interest to us will be the impact of this strategy in achieving measurable results.

For information about the next DM forum please visit dmforum.com.au.

Business over Breakfast fortnightly meeting May 2015

By | Advice for Businesses | No Comments

Business over Breakfast is a fortnightly business networking group that meets in the Docklands, with a particular emphasis on fostering collaboration. Each meeting features a presentation from a member, with today’s session being conducted by Frank from Collins and Co, an accounting firm based in Footscray.

Frank provided an overview of Australia’s current taxation requirements and explained the services provided by Collins and Co. These sessions provide an opportunity to gain a further insight in the members of Business over Breakfast and their respective skill sets.

Business over Breakfast meets each Wednesday fortnight at the NABVillage.

Australian Computer Society

Australian Computer Society’s Entrepreneurship and Innovation SIG: The Entrepreneurial Journey – Challenges and Rewards

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

The Australian Computer Society is the professional body representing the IT profession. This evening I was invited to the Entrepreneurship and Innovation Special Interest Group, to discuss the role of marketing in enabling an entrepreneurial journey.

Marketing and IT are more closely related than they first appear. Both perform a support function for many organisations, enabling them in turn to deliver their core products or services. In addition, marketing insights are enhanced through IT’s role in data collection and analysis.

With a growing emphasis on tech startups there is a tendency to romanticise the industry, with people forgetting that companies such as Microsoft, Apple, Google or Facebook were not overnight sensations. While their products were part of their success, it was the execution of their marketing plans and direction that made these products relevant.

Developing a new App or IT based innovation is the first stage of the entrepreneurial journey, getting it to market and maintaining relevancy is what leads to ongoing success.  During my presentation, I outlined the role of marketing and highlighted a number of areas that are often overlooked by entrepreneurs.

In particular, there is a need to understand market segments and the potential userbase.  No product is relevant to everyone and it is important that you take the time to understand your key target markets.  In addition, you should consider your supply chain, investors and business partners, so you have a strategy that considers the value they receive from your innovation.

Furthermore, competitors are another area that is often overlooked.  It is factually incorrect to assume that a new product has no competitors. While there may not be other direct competitors (those offering the same product or service), there will be indirect competitors (who offer similar products) and other forms of competition that will compete for your target market’s time and money. Understanding the competitive landscape is essential to developing a successful innovation.

One of my aims is to educate communities on the importance of undertaking a strategic approach to marketing. The presentation at the Australian Computer Society’s Entrepreneurship and Innovation Special Interest Group works towards this vision.

Business over Breakfast

Business over Breakfast – Re-defining Marketing

By | Advice for Businesses | No Comments

Business over Breakfast is a business networking club that meets each fortnight at the NAB Village. The aim of the group is to exchange knowledge to promote a collegial business atmosphere.

Each session involves a formalised presentation, and this morning I was invited to provide a presentation on marketing and the approach undertaken by Syneka Marketing. Ultimately marketing needs to be redefined. The term has become known for tactics, rather than the strategies that lead to ongoing business success. As a result, many businesses spend money on activities that generate little or no return.

Success starts with strategy, through a marketing plan that considers how to achieve the goals that were identified in a business plan. Understanding the market context, enables you to make informed decisions on how to respond to customer needs, competitive pressures and industry trends. Importantly, this enables you to have a value proposition that connects your strengths with the needs of your target markets.

Having this context and planning strategies based on these insights lets you allocate marketing resources effectively, providing financial savings while delivering outcomes that create a positive impact on your business.

2014 in Review – Thank you for being part of the Journey

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We are almost at the end of 2014 with the new year fast approaching. This year has been a transformational time for us at Syneka Marketing, including the move to our new location in South Melbourne. We would like to thank you for being part of this journey with us.

Our regular Syneka Snippets and Blog will return in 2015, along with some exciting new initiatives that we’ll be launching shortly after the new year. To end 2014 we thought we would share our top 10 most visited posts from this year:

  1. Unveiling our new office at 204 Bank Street, South Melbourne
  2. Webinar and Presentation: Best Practices For Developing Effective Marketing Strategies and Plans
  3. Good Marketing Requires a Sound Methodology
  4. Setting Effective Marketing Budgets
  5. Don’t undertake hit or miss marketing
  6. Branding is more than just a logo
  7. Do you make New Year’s resolutions for your business?
  8. White Night 2014 – Whose night is it anyway?
  9. Networking@6 – A business event with a point of difference
  10. Let’s give marketing a definition

We wish you all the very best for the remainder of 2014, and look forward to reconnecting in the new year!