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tools Archives - Syneka Marketing

April in review: Measuring marketing performance

By | Advice for Businesses, News | No Comments

In April we discussed the topic of assessing marketing performance.

Assessing performance is an important part of ensuring you stay on track with your marketing. Marketing is not an esoteric concept and can in fact be measured effectively.

To measure your marketing performance start by looking at your goals and plan your metrics accordingly. Think about the value of the aspects being measured. For example, measuring the number of hits to your website is meaningless when the real value is in the number of website visitors that interact with your business and respond to your call to action.

Once you have understood what you want to measure, make sure you track your progress. This can be done by setting up processes and tools such as a CRM, which can track the progress of your marketing tactics. Ensure that you measure your performance at set intervals so you can make valid comparisons and analyse information.

We believe that success starts with strategy and that a marketing plan can provide you with the information you need to effectively measure your marketing activities.

In April we also featured some case studies on metrics, which included looking at Woolworth’s “Fresh in our memories” campaign. If the right metrics were used for this campaign, it never would have been implemented in the way that it was.

In May we will be covering the topic of marketing resources, so stay tuned to our social media and blogging presence to learn more.

We look forward to staying engaged with you and will see you next month.

Big Data and Innovation: Upcoming events from the Australian Marketing Institute

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

The new year has been begun, and the Victorian State Advisory Committee is hosting two events in February and March to explore the outcomes created through big data and to anticipate the next wave of marketing innovation.

Big data: Turning buzzwords into business outcomes

Begin in February with the practical tools and take home tips surrounding the current buzz topic, big data, courtesy of our special guest speakers Kieran Hagan, IBM (Big Data Technical Sales Manager for Australia and New Zealand), and Dr Con Menictas, Qantas (Senior Statistician at Qantas and Qantas Loyalty).

We have all heard of big data and know we should be using it, but how do we do it?

Date: Thursday 26 February 2015
Time: 7.30am for 7.45am-9.00am
Price: $75 for members, $95 for non-members (as an individual event)

Location: The Hotel Windsor, Bourke Room, Spring Street Melbourne

Break out of the box with Cyriel Kortleven

In March explore the future with a mind-expanding interactive session with international keynote speaker, Cyriel Kortleven. Discover what’s inside the box and how to break out of it. Learn creative skills to survive the idea killers and give yourself a creative boost so you can break your own fixed thinking patterns.

Cyriel has over 14 years’ experience working within the domain of creativity and innovation. He is also author of four books, most recently Less is Beautiful – 69 stories of how ‘less’ succeeds in business growth.

Date: Thursday 5 March 2015
Time: 7.30am for 8.00am-9.30am
Price: $95 (as an individual event)

Location: National Australia Bank, 700 Bourke Street, Docklands

Attend both events for the special price of $150, RSVP by Wednesday 18th February. Contact the AMI on events@ami.org.au to secure your attendance.

What’s in a name? The Story behind Syneka Marketing

By | Advice, Advice for Businesses, Government | One Comment

Welcome to 2015, let’s aim to make this year the point in which we re-visit our visions and ensure that our actions reflect and strengthen our strategic direction. Far too many decisions in business and politics, have been undertaken on a whim, without enough thought on whether these actions strengthen your direction and vision.

With 2015 underway, we thought it was timely to re-visit the story behind Syneka Marketing, beginning with our origins, through to our present context and to where we aim to be into the future.

The name Syneka is an amalgam between Synergy and Capacity building.

Syneka - an amalgam between Synergy and Capacity Building

Our mission is to reinforce the value of marketing when defining your strategic direction. Unfortunately it is far too common to see marketing operating in a silo, both in relation marketing relative to other functions, such as sales, HR or IT, but also in regard to marketing execution. Many campaigns fail because tactical actions, such as social media content has not been integrated with other forms of copy, or where campaign objectives get overtaken by a focus on tools, rather than the overall impact.

Hence the word Synergy, Syneka Marketing exists to inject strategic thought into marketing.

We have often commented on the need to re-define marketing and there is a need to ensure that Synergy remains true to its focus on the sums of the whole being greater than its parts.

Effective marketing creates synergy. A marketing campaign that reflects your strategic direction and is supported by the various functions in your business will achieve a positive impact on profitability and your sustainability.

Capacity is the other element within the Syneka Marketing name. Strategic Marketing ensures that you are able to grow the capacity of your business and achieve your aims. Ultimately, strategic marketing is about understanding where you want to be in the future and utilising your current context to build the capacity to achieve this vision. Strong and effective marketing strengthens your capacity to deliver on your mission.

Capacity is obviously spelt with a C, the switch to a K is due to phonetics. A hard C, which is pronounced a K, is more memorable and stronger than a soft C.

We’re looking forward to sharing your journey in 2015 and ensuring that marketing delivers synergy and expands the capacity of your business.

Presentation and Workshop on Social Media with Interchange

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

Interchange is a member organisation that provides family support and social opportunities for children and young people with a disability. As an organisation focused on younger people, the use of technology as a communication tool, is becoming increasingly important.

I was invited to discuss the role of social media, as a community engagement tool, where we explored both current and emerging platforms.

Platforms, such as Facebook, are utilised across all demographics, providing an opportunity to reach not only young people, but other family members. Facebook is useful in reaching a broad demographic through an organisational page or group. Instagram is an increasingly popular social media tool for under 30 year olds, and is a mobile based platform. Organisations that can document their activities through photos can extend their reach through Instagram and other targeted tools.

Each social media platform has its own target markets and use cases, it is imperative to use the right tools to reach your communities.

We also covered safeguards on social media. Topics included the need for policies that outline acceptable usage of social media and the need for consistent communication. An organisation is responsible for any content that is published on its social media pages. It is imperative there is a proactive response to managing and fostering communities.

Social media has the potential to extend the reach of organisations and foster the development of communities. Like any communication platform, social media requires a strategic approach to deliver positive outcomes to an organisation.

Introducing the Membership Growth Toolkit – Grow your membership and revenue

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

Every association, community organisation, sporting/leisure club and educational institution worldwide – needs to grow their membership and their member revenue. Membership Growth in conjunction with Syneka Marketing, has just launched the most powerful member building program ever produced.

THE MEMBERSHIP GROWTH TOOLKIT –the only membership program you will ever need!

Membership Growth Together

The ideas, guidelines, templates and exercises in The Membership Growth Toolkit (complete with worksheets, case studies and practical examples) will give you the most dynamic, step-by-step plan to dramatically increase your membership this year and for the future. It is a program that you can tailor to your unique membership building requirements – it is simple to use and will allow you to achieve your membership goals effectively, efficiently and with ease.

The Membership Growth Toolkit is divided into nine chapters – each one detailing ways to increase your membership. After a solid overview, with tips and hints to get the most from your program (chapter 1) we move into marketing strategies for recruitment and retention (chapter 2) followed by a complete guide to member recruitment in chapter 3. Once you have solid recruitment plans in place, we move to chapter 4 – member retention – and cover first year member management, how to communicate and engage with your members and how to give and receive quality member feedback.

Chapter 5 covers the vital areas of developing your renewals campaign as well as key ways to win back lost or late paying members. We then move to chapter 6 on building your member revenue – through diverse ways to sell membership upgrades, products, services (such as professional development) and using your member data base to gain more revenue, more often from your members. Chapter 7 will take you through a number of key methods to ensure that you will stabilise your membership and continue to recruit new members, even when times get tough. Never mind what the market is doing, it is what you are doing that counts, in order to ensure future sustainability.

The membership growth tookit is a comprehensive membership resource

The Membership Growth Tookit is a comprehensive membership resource

First impressions matter, and in Chapter 8 you will discover ways to develop and implement creative concepts and materials to ensure members and prospects alike are fully aware of your organisation and your brand. The final chapter 9 will assist you in getting the absolute best with your on-line strategies including your website, social media and other internet tools to build member relationships and loyalty.
The Membership Growth Toolkit is easy to order, is packed with value adding extras and is the only resource you will ever need to build your membership and your membership revenue.

View the Membership Growth Toolkit at www.membershipgrowthtoolkit.com.au

Marketing and Budgets – the two can co-exist!

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government | 4 Comments

Marketing, unfortunately, has a perception of being largely esoteric and unmeasurable and as such is often viewed as a cost centre.

It is imperative that metrics are developed for marketing activities. Consideration needs to be given to short-term initiatives, like sales campaigns, as well as activities that generate a return over a longer term, such as hosting events or attending exhibitions.

What should I set for my budget?

Research studies and surveys tend to indicate that a business will allocate around 5% to 10% of its revenue to marketing activities. These figures are a guide and would depend on the level of competition, the attributes of your products and services and the potential target markets.

Understanding how customers reach you, lets you prioritise how you invest in marketing.

Understanding how customers reach you, lets you prioritise how you invest in marketing.

Consider how customers reach you

When setting a marketing budget you should begin by understanding how customers currently reach you.

If your website is a critical entry point, then consider how you can bolster traffic to your site, through search engine optimisation and online advertisements. Key metrics, include the conversion ratio, between visitors and people that make online purchases or an enquiry. If the conversion rate is low, you need to explore how people navigate through your website, whether the sales process is easy to undertake and whether the offer is compelling.

If you operate a retail presence, you need to ensure that your store encourages customers to enter, and that sales staff are able to encourage purchases. Measure how many people visit your store and how many become customers. If the conversion rate is low, you could undertake sales training for staff, or potentially revitalise stock, or the store layout.

If you rely heavily on word of mouth recommendations, explore initiatives that can bolster referrals. Would a regular newsletter remind people of your services? Or could you undertake refer a friend initiative or other competitions? Provide a method of acknowledging key customers and the support they have provided.

Understanding how customers are reaching you, allows you to prioritise your marketing budget so you can consider where you can best allocate your resources.

Ensure you can measure outcomes

You also need to consider the outcomes you want to achieve, and then the activities that are likely to generate this return.

For example, conference presentations can be useful in reinforcing expertise, but are likely to generate return over the longer term. How many enquiries would you want from this activity and how do you capture the details of prospective customers?

Other initiatives such as promotions and specials are likely to result in shorter-term gains. You should consider the required number of customers you need to ensure that these specials remain economical.

If you utilise brochures and off-line marketing, then it is important to be able to measure the success rate of these tools.

There is an incorrect assumption that off-line advertising is less measurable than online. While it may be easier to automate online metrics, through the use of Google Analytics and website tracking, you can also measure off-line advertising.

Investing in a unique telephone number can allow to measure enquiries, or alternatively you could include a unique website address that lets you track responses. Referral and discount codes can also provide a method of tracking the effectiveness of off-line advertising.

Be aware of other costs

While budgets are primarily concerned with financial expenditure, it is imperative that you consider the people that are required to undertake the identified activities. Does your staff have the right mix of skills and are the right people allocated to these tasks?

Training may be required to provide the skills required, or you may need to introduce external expertise to complement these initiatives. Furthermore, you need to ensure that staff have sufficient time to undertake the required tasks, particularly if they are not part of their core duties.

There is an opportunity cost when requiring staff to perform activities outside of their core duties. it is important to consider how this will be managed, or whether external support would be required.

You also need to consider whether equipment or supplies are required to perform the required activities. For example, trade shows will require marketing materials and it is imperative that printing costs are factored into this activity.

Marketing can be measured - enabling you evaluate performance and results.

Marketing can be measured – enabling you evaluate performance and results.

Marketing can be measurable

Marketing, when it is undertaken effectively, can be measured, enabling the ability to set targets and to evaluate performance. Start by considering how customers reach you and the activities that can be undertaken to increase effectiveness within these channels.

Also consider, staff time and the other resources that are required for implementation, so that you can have an accurate understanding of the value you are receiving from your marketing activities.