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Plan Your Way to Marketing
Success
Don't Leave Your Business to Chance
www.synekamarketing.com.au
1300 965 989
Copyright 2012
About Syneka Marketing
 Syneka Marketing
• Marketing plans
• Socia...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The Team at Syneka Marketing
Alex Makin
Managing Director
Marketing...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
About Alex Makin
 Marketing and IT
 Experience in SMEs
 Board me...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Overview
 What is Marketing
 Marketing within your Business
 Dev...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
What is Marketing?
 Various definitions exist but essentially:
• M...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Marketing for Businesses
 Marketing considers how products/service...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
How Do You Use Marketing?
 What marketing currently exists in your...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Begin With a Marketing Plan
 What is a marketing
plan?
• Supports ...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Marketing in Context
 A Marketing Plan
should support other
plans ...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The Planning Process
 Strengths
• Are what you do well
• Establish...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Know Your Target Market
 The target market
• Who are they?
• Why t...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Establish Key Messages
 Consistency is critical
• Inconsistent mes...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The elements of a Marketing Plan
 Aim
• What is the purpose
of the...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Implementation and Evaluation
 Strategies
• What steps are
require...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The Role of Technology
 Do not view
technology in
isolation
• Webs...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Online 'Word of Mouth'
 'Word of mouth'
advertising is
extremely p...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Extending Reach with Social Media
 A website is one
method of reac...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Integrating Social Media
 Send website
updates as:
• As a Facebook...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - Facebook
 Facebook
• 10.6 million
Australians...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - Twitter
 Twitter
• 2.5 million
Australians
• ...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - LinkedIn
 LinkedIn
• 3 million Australians
• ...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - YouTube
 YouTube
• 48 hours of video are
uplo...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - Blogging
 A blog is a website
• Contains regu...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Social Media Tools - Email
 Email is still
important
• Can automat...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Measure Your Results
 What do you want to
achieve with your
Intern...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Conclusion
 Develop a Plan
 Identify what you
want to achieve
 E...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The Role of Technology
 Do not view
technology in
isolation
• Webs...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
The Next Steps
 Subscribe to Syneka
Snippets
 Extension of our Ne...
www.synekamarketing.com.au
1300 965 989
Copyright 2012
Further information
 Syneka Marketing
• Web: www.synekamarketing.c...
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2012 03-20-plan your way to marketing success

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Syneka Marketing led the Redback Business Skills Webinar, presenting ‘Don’t Leave Your Business to Chance… Plan Your Way to Marketing Success!’

The webinar was designed to introduce participants to the marketing planning process and the need for a cohesive strategy.

Uncertain economic times means it is critical that businesses develop an effective marketing strategy that clearly defines their goals.

Published in: Business, News & Politics
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Transcript of "2012 03-20-plan your way to marketing success"

  1. 1. Plan Your Way to Marketing Success Don't Leave Your Business to Chance
  2. 2. www.synekamarketing.com.au 1300 965 989 Copyright 2012 About Syneka Marketing  Syneka Marketing • Marketing plans • Social media • Website design • Professional speaking services  New businesses  Small and medium businesses  Not-for-profit sector
  3. 3. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The Team at Syneka Marketing Alex Makin Managing Director Marketing Strategy Marketing Planning Social Media Professional Speaking Keat Chiew Marketing Consultant Marketing Strategy Marketing Planning Natalia Perera Creative Director Creative Design Website Visuals Social Media Kevin Cahalane Membership Strategist Membership Strategies Sales Sales Plus website and graphic designers
  4. 4. www.synekamarketing.com.au 1300 965 989 Copyright 2012 About Alex Makin  Marketing and IT  Experience in SMEs  Board member of several organisations  Councillor for Maroondah City Council  Mayor during 2010
  5. 5. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Overview  What is Marketing  Marketing within your Business  Developing a Marketing Plan  Marketing and the Internet  Social Media Tools  Conclusion
  6. 6. www.synekamarketing.com.au 1300 965 989 Copyright 2012 What is Marketing?  Various definitions exist but essentially: • Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals.
  7. 7. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Marketing for Businesses  Marketing considers how products/services can reach the desired target market • Who is your target market? • Why are they the target market? • What products/services are relevant to the target market? • Who are your competitors? • How do you reach the target market?  You may have multiple target markets
  8. 8. www.synekamarketing.com.au 1300 965 989 Copyright 2012 How Do You Use Marketing?  What marketing currently exists in your business? • Websites/social media • Brochures/leaflets • Meetings • Networking events • Sponsorship • Telephone/Email correspondence  These are all examples of marketing tools
  9. 9. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Begin With a Marketing Plan  What is a marketing plan? • Supports the vision of your business • Identifies objectives to achieve this vision • Outlines actions that will fulfil these objectives  Should be regularly reviewed
  10. 10. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Marketing in Context  A Marketing Plan should support other plans in your business  Marketing enables you to achieve these outcomes  Actions from the Marketing Plan work to achieve these results Business Plan Marketing Plan Other Plans (HR, Distribution) Communications eMarketing
  11. 11. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The Planning Process  Strengths • Are what you do well • Established abilities • Core aspects of the business • 'Competitive advantage'  Leverage your strengths  Key marketing messages  Syneka Marketing  Diverse experiences of the team  SMEs  Not-for-profits  Local government  Understanding strategy  Knowledge of social media and emerging trends
  12. 12. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Know Your Target Market  The target market • Who are they? • Why target them? • Where are they? • How do you reach them?  Connect the target market to your strengths  This creates the value proposition  Syneka Marketing  Target Market  SMEs  New businesses  Businesses seeking growth  Not-for-profits  Incorporated associations  Our strategies build your organisation
  13. 13. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Establish Key Messages  Consistency is critical • Inconsistent messages create confusion • Branding and message must be consistent  What benefits do you provide? • How will the target market respond?  Demonstrate tangible value  Be consistent with all communications  Colour schemes  Branding  What is the key message?  Our expertise  The value of effective strategies  We can be your marketing department
  14. 14. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The elements of a Marketing Plan  Aim • What is the purpose of the plan?  Objectives • Steps that we need to achieve the aim • How do these objectives achieve the aim?  Aim • Increase growth of our services  Objectives • Social Media • Presentations • Key Publications • Demonstrate expertise
  15. 15. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Implementation and Evaluation  Strategies • What steps are required to achieve the objectives? • What timeframes? • Who is responsible?  Evaluation • How do you measure the results?  Implementing our strategies • Identify presentation opportunities • Identify when they are held  Evaluation • Number of presentations • Feedback
  16. 16. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The Role of Technology  Do not view technology in isolation • Websites are a marketing tool – not just technology • Social media is a marketing exercise • Technology is actively being used across all generations
  17. 17. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Online 'Word of Mouth'  'Word of mouth' advertising is extremely powerful • Sharing content is the online equivalent • Encourage sharing and dialogue  Remember email is also effective
  18. 18. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Extending Reach with Social Media  A website is one method of reaching stakeholders on the Internet  Social media is another method • Use the strengths of each tool  These tools should be integrated with your website
  19. 19. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Integrating Social Media  Send website updates as: • As a Facebook Post • As a Twitter Update • Emailed to subscribers  Reach all stakeholders  Saves time by writing content once
  20. 20. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - Facebook  Facebook • 10.6 million Australians • Build an online community • Events • Announcements • Organisations can have branded pages  www.facebook.com
  21. 21. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - Twitter  Twitter • 2.5 million Australians • Good for quick announcements • Can feed into Facebook • Hashtags enable conversation  www.twitter.com
  22. 22. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - LinkedIn  LinkedIn • 3 million Australians • Connect with business partners • Events • Announcements • Groups • Can be integrated with Twitter  www.linkedin.com
  23. 23. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - YouTube  YouTube • 48 hours of video are uploaded every minute • 3% of these videos are Australian • Over 3 billion videos are viewed a day  Second biggest search engine  www.youtube.com
  24. 24. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - Blogging  A blog is a website • Contains regularly updated posts • Media Releases • Newsletters • Advice • Can be written by several people in your business • Allows comments • Integrate with social media
  25. 25. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Social Media Tools - Email  Email is still important • Can automatically send content from your website to subscribers • Can reach people using several methods • Include sharing options in email
  26. 26. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Measure Your Results  What do you want to achieve with your Internet presence? • Contact • Sales • Readership  The Internet is measurable • Measure visits • Measure sharing
  27. 27. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Conclusion  Develop a Plan  Identify what you want to achieve  Ensure consistency  See the Internet as a Marketing Tool  Use the tools that are right for you  Replicate your messages
  28. 28. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The Role of Technology  Do not view technology in isolation • Websites are a marketing tool – not just technology • Social media is a marketing exercise • Technology is actively being used across all generations
  29. 29. www.synekamarketing.com.au 1300 965 989 Copyright 2012 The Next Steps  Subscribe to Syneka Snippets  Extension of our New Year Marketing Package  Small Business Marketing Package  Not-for-Profit Communications Package  10% discount
  30. 30. www.synekamarketing.com.au 1300 965 989 Copyright 2012 Further information  Syneka Marketing • Web: www.synekamarketing.com.au • Phone: 1300 965 989  Alex Makin • Mobile: 0409 136 213 • Email: alex@synekamarketing.com.au  Social Media • LinkedIn: www.linkedin.com/in/alexmakin • Twitter: www.twitter.com/syneka • Facebook: www.facebook.com/syneka.com.au
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