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profession Archives - Syneka Marketing

Syneka Marketing announced as sponsor for Club 3004

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

Club 3004 is the premiere business network stretching from the Bay to the Boulevard, encompassing the Cities of Melbourne, Port Phillip and Stonington.

As a business in South Melbourne we are pleased to announce our sponsorship and support of Club 3004. We will be assisting Club 3004 in its strategic direction and marketing capabilities, through a marketing plan that facilities value and growth.

Club 3004 hosts regular events, covering professional development and networking. For details please visit Club 3004.

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.

Setting the standard: Why accreditation matters for marketing

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

Imagine, one morning someone enters your office and tells you that they want 20% of your annual turnover because they have a ‘great idea’ to grow your business. They are unable to provide any evidence to support their claims, other than saying they have a ‘great idea’.

It goes without saying, but not many business owners or managers would contemplate making such a transaction.

Unfortunately, this is what marketing often looks like, with far too many decisions made on hunches or guesses, rather than a factual understanding of market needs, positioning and opportunities. As a consequence, marketing consulting and marketing services have a surprisingly low barrier of entry, with anyone able to claim they are a marketing consultant, expert, specialist or even ‘guru’.

Research into business exits often cites the lack of marketing insights as being one of the top ten causes of business failure. This is despite marketing spend often being between 10% and 20% of an annual budget.

The current approach provided by many who claim to provide ‘marketing’ is failing businesses and the wider community.

This is why accreditation matters for marketing, and is why we are so heavily involved with the Australian Marketing Institute (AMI). Accreditation has the potential to uplift the marketing profession and provide a benchmark for the delivery of marketing services.

No business would seek financial advice from someone that lacks appropriate accreditation, given the potential ramifications of bad advice. Yet we as professional marketers, have lost track of the amount of times we have been brought in to fix the mistakes made by pseudo-marketers. It is time to put an end to pseudo-marketers by recognising the definition of marketing (as defined by the Australian Marketing Institute):

Marketing creates value – for customers, shareholders and society as a whole. It does this by creating an alignment between what consumers value and what organisations offer. It offers techniques that help firms better understand the needs, preferences and perceptions of their customers (a prerequisite to adding value to them), and ways of using that understanding to focus the value-creating and communicating activities of the firm into areas where they will be most effective.

Marketing exists to build the capacity of your business so you can achieve your business goals. This is why one of the core marketing concepts is the marketing mix (commonly known as the customer experience):

A strategic marketing approach would have asked the right questions: focusing on all elements rather than just promotions

The marketing mix highlights the areas that marketing needs to consider to enable business growth

The marketing mix shows the impact of marketing across a business, yet pseudo-marketers, the self-proclaimed ‘experts’, ‘specialists’ or ‘gurus’ will often only focus on one or two elements. This leads to disparate tactics that will create inconsistent outcomes, ultimately resulting in reputation and operational risks.

The Certified Practising Marketer - as accredited by the Australian Marketing Institute

The Certified Practising Marketer – as accredited by the Australian Marketing Institute

The Certified Practising Marketer (CPM) designation is accredited by the Australian Marketing Institute and sets the standard for the marketing profession.

Certified Practising Marketer (CPM) accreditation assesses academic and professional experience to ensure that there is an understanding, as well as ability to apply marketing. Accreditation means a commitment to the Australian Marketing Institute’s Code of Conduct and the requirement of continuing professional development to ensure ongoing learning.

A Certified Practising Marketer (CPM) understands that marketing is more than disparate tactics. A Certified Practising Marketer (CPM) realises that marketing is the strategic alignment between business goals and marketing outcomes, resulting in a measurable and positive impact on business growth and innovation.

At Syneka Marketing we are proud of our ongoing involvement with the Australian Marketing Institute. Our founder, Alex Makin is the State Chair of the Australian Marketing Institute’s Victorian Advisory Committee and our leadership team maintains Certified Practising Marketer (CPM) accreditation.

Do not risk your business with pretenders that lack accreditation and industry recognition. Accreditation matters for marketing, just as it does for Accountants, Lawyers and Engineers.

Golden Key RMIT Future of Leadership Youth Forum

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

Over the course of 2015 I have been undertaking a Masters in Marketing and have continued my involvement with Golden Key, a not-for-profit organisation that supports students who have achieved high academic merit in their studies. My involvement with Golden Key began during my undergraduate studies, with their skills assisting me in transitioning from a Financial career into professional Marketing Services.

Golden Key, through RMIT, is holding a forum on youth based leadership. This forum provides the opportunity for young people to build up their leadership skills with several industry experts, including Harold Mitchell (AC) and RMIT Vice Chancellor Martin Bean.

Please circulate this event to people that may be interested for this free event. Register through EventBrite. (link EventBrite to http://www.eventbrite.com.au/e/future-of-leadership-youth-forum-tickets-18275064209

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

TiE Melbourne – Informal Networking

By | Advice for Businesses | No Comments

We attended an informal networking event organised by TiE Melbourne. TiE is a not-for-profit organisation that seeks to bring together new business owners with experienced business professionals.

Nine out of ten StartUps do not continue operating beyond their first year, demonstrating a need to build business capacity through strategic insight and direction. Forums such as TiE provide a basis to strengthen business.