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Measure your Success through a Marketing Audit

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The Marketing Audit forms the first phase of our award winning framework, whereby we assess the existing efficiency and effectiveness activities, with the aim of strengthening the return on your marketing investment.

A Marketing Audit assesses these activities based on the goals you have established for your business. This approach ensures an alignment between business goals and marketing outcomes, delivering consistency while building the capacity of your business.

Lastly, the Marketing Audit considers the appropriate metrics that are required to perform ongoing evaluation of marketing outcomes. The identified metrics move beyond the basics, and instead explore the key drivers that are required to achieve your business goals. The use of these metrics enables you to undertake continuous evaluation to ensure ongoing marketing performance.

April in review: Measuring marketing performance

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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.

Being Strategic

Being Strategic Through Marketing

By | Advice for Businesses | No Comments

In February, through our blogging and social media presence, we covered the need for businesses to be strategic.

We began by looking at the SWOT analysis. We discussed the importance of using this tool to draw insights about your business. We followed this by explaining some case studies that demonstrated where marketers have used insights to deliver campaigns that effectively reach their target market.

We ended the month by going back to the basics and discussed the need to redefine marketing. A professional marketer can provide you with the right strategies to grow your business and this drives our passion to redefine marketing.

In March we will be covering the topic of transforming plans into action. Stay tuned for more from our video series.

Viral Marketing - It's All About Context

Viral Marketing – It’s All About Context

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Over the weekend I was catching up on some YouTube only to be confronted with an odd and rather creepy advertisement from Sportsbet entitled “50 Shades of Greyhound”. Designed as a parody of the trailer for the movie “50 Shades of Grey” the ad parodied the original trailer with a twist, having the male protagonist depicted by a greyhound.

In the span of a week, this ad has already amassed over 300,000 views on YouTube. The video has over 10,000 likes on Facebook and has been shared just under 5,000 times.

A rather different looking Mr Grey

A rather different looking Mr Grey

Viral marketing has gained increased precedence amongst well known brands who want to connect with a younger audience. Brands such as Old Spice, Air New Zealand and Metro Trains have been able to gain world wide awareness and recognition through viral marketing. While the impact of some viral campaigns have been questionable, we believe that the most important thing for a viral campaign is its context.

Personally, I found the Sportsbet 50 Shades of Greyhound ad in bad taste. However I can see their context.

The betting market is a mature and competitive industry with many players. While many individuals who engage in betting and gambling are over 50, there is a growing demographic engaging in online gambling between the ages of 18 to 29. Viral videos and an active social media presence are an effective way of reaching this demographic.

Looking at the social media pages for Sportsbet, they have just under 500,000 likes on Facebook, 98,000 followers on Twitter and over 4,000 subscribers on YouTube. Their content is clearly cutting through to their target markets.

Past campaigns have included parodies of television shows such as Wife Swap and Game of Thrones. They have also taken to making fun of their own customers during the cricket and spring carnival seasons through advertisements depicting various customer segments as “bogan”, the “handholder” and the “International”.

In creating this “lad-like” content, Sportsbet has been able to personify itself as a mate to its younger demographic, breaking boundaries and creating engagement.

50 Shades of Greyhound has been designed for those young men, who may have been forced to watch 50 Shades of Grey with their partner. It also attracts the attention of those questioning the significance of this movie. It is an impossible situation that makes a cheeky link back to its offering.

While I clearly did not enjoy it, I can see young men around the country discussing this advertisement, looking at their phones and checking for the next greyhound race!

5000 Poppies to 100,000 – Crowdfunding Australia’s largest community arts tribute

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

In 2013 a grassroots campaign was started to hand make 5000 poppies. By 2015 over 100,000 poppies have been created across Australia.

We’re supporting 5000 poppies, and asking the community to help crowdfund Australia’s largest community based tribute of respect and remembrance.

5000 poppies was created by local artists Lynn Berry and Margaret Knight, whose fathers had fought in WWII. Community interest, from individuals and groups such as the Country Women’s Association, RSLs, schools and libraries, has seen thousands of contributors donate their time.

The intent is to unveil the poppies at Federation Square this ANZAC Day to ensure that the tributes can be properly acknowledged. Funding is required for event management and regulatory compliance and a budget of $50,000 is required to meet these needs.

5000 Poppies is Australia’s largest community arts project and we are pleased to be able to support this tribute. To assist in the fundraising campaign we produced a video outlining the aims of the project and how people can get involved.

2014 in Review – Thank you for being part of the Journey

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We are almost at the end of 2014 with the new year fast approaching. This year has been a transformational time for us at Syneka Marketing, including the move to our new location in South Melbourne. We would like to thank you for being part of this journey with us.

Our regular Syneka Snippets and Blog will return in 2015, along with some exciting new initiatives that we’ll be launching shortly after the new year. To end 2014 we thought we would share our top 10 most visited posts from this year:

  1. Unveiling our new office at 204 Bank Street, South Melbourne
  2. Webinar and Presentation: Best Practices For Developing Effective Marketing Strategies and Plans
  3. Good Marketing Requires a Sound Methodology
  4. Setting Effective Marketing Budgets
  5. Don’t undertake hit or miss marketing
  6. Branding is more than just a logo
  7. Do you make New Year’s resolutions for your business?
  8. White Night 2014 – Whose night is it anyway?
  9. Networking@6 – A business event with a point of difference
  10. Let’s give marketing a definition

We wish you all the very best for the remainder of 2014, and look forward to reconnecting in the new year!