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successful marketing Archives - Syneka Marketing

RMIT MaCa – Final Year Students transitioning into Employment

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

RMIT MaCa (Marketing Careers) is a workshop session designed to assist students in becoming career ready. Earlier this year I presented at the session designed for 2nd year students, and was back this afternoon to discuss how final year students can become job ready.

Graduates continue to face employment pressure, with a lack of demand in marketing roles and the prevalence of either sales or administrative jobs being dressed up as marketing positions. Students need to build on their existing experience to identify skills that are transferrable into their future career. Jobs in hospitality, customer service, or sales, help build skills that will have applicability in future marketing roles.

Marketing incorporates a diverse range of job functions and is less linear than most other professions. As a result, there is a need for students to understand their strengths and the skills they need to successfully undertake within marketing. A successful marketing career requires a combination of both soft (general aptitude) and hard (marketing theory) skills, graduates need to take opportunities to build this experience.

RMIT provides a range of services to assist graduates with gaining employment and it has been fantastic to engage with the University in this regard.

A Marketing Plan Informs Your Strategy

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities | 2 Comments

A Marketing Audit is the first stage in being able to plan for the year ahead. As we discussed, the audit enables you to review your activities to identify what worked and what needs to be refined.

The second stage is Planning, so you can gain insights into the your market and the actions that are required to achieve your goals. This stage incorporates the development of a Marketing Plan that provides both a short-term and longer-term vision to position your business in the marketplace.

A Marketing Plan is a high level strategic document that should support the direction identified in your Business or Strategic Plan. The Marketing Plan explores how you can achieve the outcomes you have identified in the Business Plan, as well as the resources that are required.

You need to start with strategic marketing planning, as the right strategy will ensure that your tactics or actions will deliver results. Begin by understanding your current market position, competitive pressures and the value that is provided by your products and services.

You should also gain insights into your target customers and key demographics. Understand who your ideal customer is and the value that they receive from your products or services. Also consider other potential customer segments that may receive similar benefits. Identifying new markets can provide further opportunities for growth and enables you to discover segments that may have less competitive pressures.

A Marketing Plan identifies how you can achieve your goals

A Marketing Plan identifies how you can achieve your goals

Research is an essential element of any successful marketing plan. Undertaking the right research will enable you to make informed decisions so you can understand how best to allocate marketing resources.

This research will enable you to consider strategies that will enable you to achieve your business objectives. For example, if you want to develop new growth opportunities, then potential strategies could explore the development of new markets or encourage repeat purchasing. Research into customer trends and demographics will enable you to identify what markets may be suitable or how best to encourage additional purchases.

The strategic marketing planning approach validates your direction, ensuring that resources allocated toward strategies will deliver positive results. This in turn will influence the actions and tactics that will be undertaken as you implement your marketing plan.

At Oriental Spirit for our end of year party

Party to mark the end of 2012

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

We recently held our end of year party at Oriental Spirit on Victoria Street.   It was a nice day for Thai food, given that it was over 30 degrees and so we dined on Thai curries and other delicious dishes to celebrate our accomplishments for the year.

At Oriental Spirit for our end of year party

At Oriental Spirit for our end of year party

2012 has been a busy year for us. I am amazed at how quickly we have been able to grow. I believe that this is because we are a marketing agency that has great integrity. We provide our clients with excellent service and get them the results they want.

We end the year being regarded as the number one provider of marketing services for the not-for profit sector. We also continue providing high quality marketing services to a wide range of small and medium businesses, as well as government entities.

Ariel and Michael joined us in 2012 and have helped us produce websites and creative content for our clients. They both assisted us in our own re-brand which began by changing the Syneka Marketing logo. We hope to complete our re-brand before the New Year with a new website being the final step in this process.

This year marks the first at our head office in Regent Street, Richmond. We were very excited moving into these premises, which are close to the Melbourne Central Business District.

In 2012 I have taken a more active role in the future of Syneka Marketing so it can operate as a full service marketing agency. I am excited about the fact that Syneka Marketing now provides a full range of creative marketing services.

Next year we hope to strengthen Syneka Marketing’s ability to provide integrated marketing services that begin with the right strategy. Alex and I see the strategy as being the start of a wide range of marketing services that we can offer our clients.

We look forward to a successful 2013.

Third Sector Magazine – Developing a Successful Marketing Plan

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

Third Sector Magazine is a publication designed specifically for Australia’s not-for-profit sector. Syneka Marketing as market leader in providing solutions for the not-for-profit sector has been offered editorial content in the Third Sector Magazine.

This edition we covered the steps required to develop a successful marketing plan, utilising the Rotary Club of Ringwood as a case study, through the formation of its corporate membership program.

An edited version of the article is available from Third Sector Magazine and was included in the August edition of the magazine.

The complete edition of the article Developing a Successful Marketing Plan is available for registered members of the Syneka Marketing website. Registration is free and provides exclusive access to presentations, articles and papers.

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Small and Medium Businesses can benefit from the Internet

By | Advice, Advice for Businesses, News | 2 Comments

An Internet presence can serve as a strong equaliser for businesses, enabling smaller businesses to compete on a national and global scale. Surprisingly business data indicates that over 60% of Australian businesses do not have an online presence, such as a dedicated website.

Data from the Australian Bureau of Statistics indicates that businesses are more likely to have a wider customer catchment if they have an Internet presence. This is due to businesses being able to reach a wider range of presence customers through the Internet. While the nature of an Internet presence may differ depending on the type of business and its target markets, it is clear that businesses benefit from a website and other forms of online marketing.

For example, while there may have been a time when heavily localised businesses had little to benefit from an Internet presence this has changed significantly over the past year. Search technologies are now location aware, meaning that local businesses are relevant within these search results. In addition, integration between Google Maps and its search results means that even localised businesses with a very local catchment can benefit from an Internet presence, through their business being provided with a map within search results.

The increasing use of smartphones reinforces the importance of localised search results, particularly given that mobile web users tend to use search functionality when they wish to make an impulse purchase decision. Localised businesses can benefit from these results to provide online visibility for their business and to reach potential local customers.

A successful marketing strategy requires a combination of marketing tools and increasingly an online presence, such as a website should be part of a proactive marketing approach. Consider how a website and other online marketing tools can help your business reach a wider customer base or reinforce a local marketing presence.

Connecting Up Guest Post – Foundations of a Marketing Campaign

By | Advice, Advice for Not-for-profit Organisations and Charities | 5 Comments

I will be speaking at the #CU12 Conference where I will be presenting the session Marketing Your Strengths from 1:30pm at North Wharf 1 on Wednesday.

Connecting Up is a not-for-profit organisation that encourages the use and adoption of IT within community organisations, with the conference covering marketing, social media and information technology.

ConnectingUp encouraged presenters to provide a guest blog post and the following article provides an introduction to our Power Session – Marketing Your Strengths:

Need a good example of a successful marketing campaign? Alex Makin from Syneka Marketing shares a case study from Eastern Volunteers

Marketing, like most other activities, works best when you identify your goals. Know what it is you want to achieve and why. This will influence who you will target with your marketing messages, as well as the best methods to reach them.

Know Your Goals

A marketing campaign will not deliver positive results if you have not clearly defined these goals. Once you have identified your goals, you can then determine your target audience. Some campaigns, such as fundraising targets, may have multiple audiences and while there may be differences in the message, there should be a consistent theme.

As a case study, let’s consider a marketing campaign we initiated for Eastern Volunteers, a regional not-for-profit organisation, based in Melbourne’s eastern suburbs. Eastern Volunteers has established a fundraising target to assist in relocating to the ground floor of a building they have purchased.

Currently, the organisation is located on the first floor, creating accessibility issues for its members and clients. As an organisation that provides community assisted transport and volunteer recruitment, there is a need for an accessible and inclusive environment.

The key marketing message was framed around creating an accessible and inclusive community service, reinforced by the permanency that will be created by moving into this building.

Know Your Audience

Now that we have identified a key message, we need to consider who we will be targeting. Know the best method to reach this target audience and the tools you can use to reinforce this message.

A fundraising campaign like Eastern Volunteers requires a multi-faceted approach. There are several target audiences, such as clients, members of other community organisations, business partners, government and the wider community.

Executing the Campaign

For Eastern Volunteers, clients and members can be reached through the quarterly Eastern Volunteers newsletter. While the newsletter has traditionally included a donation slip, the response rate has been low since there hadn’t been a key message framed around seeking donations. The building fund edition of the newsletter prominently featured the campaign and the call for donations. This resulted in an extremely positive response to the campaign and a significant number of donations.

Other organisations and business partners have been targeted through an official launch of the campaign. Official launches can also assist in reaching local Councillors and Members of Parliament, however sufficient lead-time must be provided for these invitations.

Launches can also assist in encouraging media coverage. It is imperative that media releases are considered as part of your campaign. Media coverage helps raise the profile of your campaign and extend its reach. When planning a marketing campaign, consider how it could be supported through a series media releases. Media outlets will not repeat the same content on an ongoing basis so different hooks are required to encourage ongoing interest.

<h2?Be Consistent

Consistency is the key to undertaking successful marketing campaigns. Your message needs to be consistent across all forms of marketing communication with a clear call to action. The call to action is the desired result you are seeking from someone that sees your marketing message.

In the example of Eastern Volunteers, the call to action is clearly the request for a donation and this is clearly stated across all communication tools.

Generally someone needs to see a marketing message several times before they are prompted to respond to the call to action. It is worthwhile considering a variety of appropriate communication tools that can reach this target audience.

Visit www.connectingup.org/blog/foundations-marketing-campaign to view this guest post at ConnectingUp.

Meet Syneka Marketing at #CU12 in Sydney

Natalia Perera, our Creative Director will be leading our team in Melbourne during my time in Sydney. I will be in Sydney until Thursday and have some remaining time available for meetings and in-depth discussions.