was successfully added to your cart.
Tag

role of marketing Archives - Syneka Marketing

Redefining marketing for Associations: Tuesday 5th July

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

The Associations Forum aims to encourage best practice for associations to foster good governance within the sector. Last year I was invited to conduct a workshop for members of the Forum, exploring the role of marketing within associations.

This year I will be presenting a plenary session on the role of marketing at the 2016 Associations Forum National Conference. This session will explore the role of marketing within associations, identifying the need for good marketing governance and defined how outcomes can be measured through a strategic approach.

The Associations Forum National Conference will be held at the Melbourne Exhibition and Convention Centre, Redefining Marketing: Metrics and Marketing Performance for Associations is a plenary session opening the conference on Tuesday the 5th of July.

For details visit afnc.associations.net.au

ProBono Australia Executive Webinar: Redefining Your Marketing – how you can measure and improve your returns and performance

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

Marketing is one of the most misunderstood terms in the not-for-profit sector, resulting in a tactics based approach that fails to deliver tangible value. This afternoon I was invited to present a session on the role of marketing within the not-for-profit sector as part of ProBono Australia’s Executive Webinar series.

This session explored the need for marketing governance within not-for-profit organisations. These foundations are essential in not-for-profit organisations, where the marketing function tends to be dispersed across an organisation.

As a presenter I encourage interactivity so we harnessed the chat functionality of the webinar system to encourage discussion, providing an opportunity to ask questions and work through the content in further detail.

Marketing exists to deliver value, which is essential for not-for-profit organisations which are increasingly required to become market responsive and less dependent on government funding.

Content from this webinar is available on request, please email webinars@synekamarketing.com.au.

We are redefining marketing – hear us speak at two upcoming events

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

Our vision is to redefine marketing and we do this by delivering measurable and accountable marketing outcomes through the Syneka Marketing Performance Methodology .
Throughout June we will be presenting at several key events to highlight the role of marketing and the need for marketing to step up and deliver outcomes that reinforce organisational goals.

Webinar: Redefining Your Marketing – how you can measure and improve your returns and performance

On Wednesday the 8th of June we will be hosting Redefining Your Marketing – how you can measure and improve your returns and performance, a feature webinar hosted by ProBono Australia.

Not-for-profit organisations are facing immense pressure to become market responsive and yet marketing remains widely misunderstood in the not-for-profit sector.
This one hour webinar will assist not-for-profit organisations in developing a strategic approach to marketing. We will explore the sequencing and touchpoints required to enhance the stakeholder experience and explore the framework required to instill effective marketing governance and accountabilities.

Attend this session to ensure an alignment between marketing outcomes and organisational goals and generate a positive return from marketing resources.

Register through EventBrite to attend this session for Wednesday the 8th of June at 2pm. Pricing is $55 for individuals and $300 for organisations (with unlimited staff access).

The Business Seesaw at the Melbourne Brekkie Club

On Thursday the 9th of June we will be presenting at the Very Melbourne Brekkie Club, through the Melbourne Business Network in a collaboration with Paul Ostaff, from our management consulting partner, Reignite Consulting.

Join us as we discuss the Business Seesaw, as we explore the infrastructure required for businesses to build their operational and marketing capacity. Many businesses struggle to balance the need for business growth through marketing and service. Reignite Consulting and Syneka Marketing will be outlining our framework for businesses to achieve operational and marketing excellence.

Details and registration is available via EventBrite and is open to members of the Melbourne Business Network.

Marketing Metrics for Not-for-profit organisations

By | Advice for Businesses | No Comments

Marketing is only effective when it is measured and evaluated, as this ensures that outcomes are being achieved. The need for measurability is particularly important for not-for-profit organisations due to the mix of stakeholders involved.

This morning I facilitated an interactive workshop with not-for-profit organisations, in partnership with Xponential and Morgan Stanley.
The session explored the role of marketing and the need for alignment with organisational goals. We explored the need to engage and understand key stakeholders, as well as the need for consistency across the marketing mix.

We also focused on marketing governance, through the board maintaining its role in setting direction and evaluating outcomes. Management should deliver against these requirements to ensure that desired outcomes are being achieved, while being supported by teams that deliver relevant tactics.

Building marketing capacity is critical for the not-for-profit sector as it needs to diversify revenue sources and strengthen the demonstrable impact.

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.

Welcome to 2016 – The year we want to stop saying ‘we told you so’

By | Advice for Businesses | No Comments

Welcome to 2016! February is almost here and we have said hello to one of our busiest and most productive starts to the year.

Each year we set a narrative that guides the ongoing direction of Syneka Marketing. Our narrative is designed to be ambitious as we strive to re-define marketing into a measurable and accountable profession.

It is unfortunate that far too many businesses and not-for-profit organisations are fixated on tactics, rather than undertaking a strategic approach to marketing. In these situations, people become so fixated on a shiny bauble (the tactic that makes someone look busy but fails to have any depth) that they invariably run off, commit their budgets, only to run back to us when outcomes were not achieved.

A tactics led approach benefits no one. The client fails to gain traction and while execution based agencies may secure a sale, they often struggle to retain clients because the marketing mix was inconsistent and metrics were poorly defined.

This is why we want 2016 to be the year that we stop saying ‘we told you so’.

A strategic led approach leads to measurable marketing outcomes that deliver value to clients and the agencies that work with them. Our Syneka Marketing Performance Methodology , through the process of Audits, Forecasts and Strategic Marketing Plans, ensures a systematic, consistent, measurable and independent approach that delivers value and builds business capacity.

We continue to maintain our professional accreditation, with our leadership team being Certified Practising Marketers (CPMs) and being recognised through the Australian Marketing Institute’s Awards for Marketing Excellence.

We are working with execution based agencies to embed our strategic approach, ensuring that their tactics can be measured across marketing channels and throughout the decision making process. We are continuing our focus on education, with workshops and conference presentations to discuss the role of marketing, based on its core definition of delivering value and building business capacity.

We look forward to continuing this journey with you throughout the months ahead. Welcome to 2016 and may you achieve your business goals throughout this year.