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stationery Archives - Syneka Marketing

Exploring the customer experience through the marketing mix

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

Last time we explored the current buzz around the term customer experience. While it is positive to see an emphasis on the customer perspective, in reality this concept is nothing new and is a rehash of the original marketing mix.

While the marketing mix is fundamental to the discipline, it is often an area that many businesses fail to get right, partly due to the dilution of what customer experience actually means.

A successful experience is where all elements of the marketing mix provide consistency, instils confidence in the purchase decision, and mitigates doubt. The marketing mix helps ensure that all aspects of your organisation, from back-end processes through to front-end communications reinforce your value proposition.

The Marketing Mix (otherwise known as the 7Ps of Marketing)

The Marketing Mix demonstrates the intended breadth of marketing:

  • Pricing should be consistent with the value proposition.
  • Distribution channels or placement reflects this positioning,
  • Provision of physical evidence to demonstrate outcomes.
  • Internal processes should facilitate the engagement of customers.
  • Promotion and communications needs to reflect the value proposition to reach the intended target markets.
  • The actual products or services should be designed inline with customer requirements.
  • The people and personnel should reinforce the image of the business and the core value of the brands it provides.

While the Marketing Mix is the cornerstone of marketing, many marketing managers do not have the required visibility or influence across each of these areas. As a result there is a the potential risk of inconsistency, which can tarnish reputations and diminish customer reach.

Kiki K – an example in the marketing mix:

Kikki K is a brand that designs and sells stationery, consistent with Swedish design principles. It challenges its customers to utilise stationery to create the life they want. Ultimately it uses these aspirations to position stationery as the creator of these dreams.

Kikki K’s stores reflect this aesthetic and this is continued through its digital presence, print collateral and the attitude of the staff. The customer experience is further emphasised by Kikki K conducting events that aim to inspire its target markets through the achievement of dreasms.

The business has created a successful stationery brand with a premium pricing model, despite the commoditisation of the sector through competitors such as Officeworks. The reason this works is due to an approach that provides consistency across the marketing mix. Kikki K has a clearly defined target market and has positioned each element of the marketing mix to reinforce this experience.

2015-09-25 Kikki K Store

And another example:

Contrast this to another example: Telstra, which in recent years has been trying to win the hearts and minds of Australians through interconnectedness and personalisation. While its public communications are promoting a friendly and approachable business, this is often not consistent with the experience customers receive through Telstra’s support systems or retail outlets. While Telstra is fortunate to leverage its history as a regulated entity, most other businesses are not so lucky and would suffer reputational risk and loss of market share due to this lack of integration.

Marketing is holistic

Effective marketing achieves outcomes because it is more than just front-end communications. Real marketing undertakes a holistic approach to deliver consistency and confidence throughout the entire customer journey.

Pitching for work is something we do well

Pitching for work – one of the realities of working in marketing

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

In marketing there are four ways to get work:

  • From someone you know;
  • Through existing clients;
  • Direct sales and communications;
  • Pitching for work

Pitching for work has to be one of the most challenging aspects of being a Marketer. Developing a pitch requires a great deal of time and effort, and can sometimes be costly.  The risk with investing time in a pitch is that there is a possibility that you may not get the job.

However, pitching  is a natural part of marketing. Every marketer has to present pitches to be able to build up the capacity of their agency or to maintain healthy cash flow.

Prospective clients benefit from the pitching process by being able to test ideas and business relationships before committing themselves to a service.  The pitch process helps ensure a fit between the marketing agency and client.

Innovation and strategy have been two of the main reasons that Alex and I have been able to win jobs at Syneka Marketing. We also provide clients with a personalized approach and genuinely look after their needs.

Pitching for work  can also lead to improvements in sales processes and brand development. We have learned a lot about how others perceive our brand through the pitching process. It is great to see there is little disparity between how potential clients  perceive our brand and how we perceive it to be.

If you would like Syneka Marketing to pitch for your marketing work, then give us a call on 1300 965 989 or email us at info@synekamarketing.com.au.

Examples of our rebranded marketing material

Following Our Own Advice – The Rebrand of Syneka Marketing

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In late 2012 we decided to rebrand Syneka Marketing. We strive to be innovative and keep up with the latest marketing and design trends.  We felt that whilst we had consistent branding, a fresh new look would help demonstrate the full range of our services.

Rebranding is not an easy task. Rebranding your own organisation is even more difficult due to the fact that it can be difficult to remain objective. We decided that the best way to approach the rebrand was to treat us the same way as one of our our clients.

We began this process by defining who we are as an agency. We discovered that there were strong links between our brand and that of our Managing Director, Alex.  We also considered  where we want to go into the future and what kind of agency we want to become.

We decided that we want  to be seen as a full service marketing agency, comprised of highly skilled marketing and communication professionals who deliver results with integrity.

We made the decision that we wanted all our rebranded material to be clean, easy to read and recognizable.

The first step in our rebranding process was to develop a logo that was reflective of the organisation that we wanted to become. The logo we selected plays on the first letters of our name and is easy to recognize. We chose various shades of blue as we felt that this reinforced the clean look that we were trying to achieve.

Upon completing the logo we began working on a range of stationery and promotional materials to accompany the logo. We decided to use various segments of circles as this matched our logo and added depth to the design. The circles are representative of our vision, that success begins with strategy and that strategy encompasses the entire organisation.

In 2013 we are ready to launch our rebrand with the development of our new website.  We look forward to servicing our clients creative, strategic and digital needs further in 2013.