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The high powered Marketing module in Synaro Advantage provides you with multi-functionality to segment and create strategic marketing campaigns for various audiences. Multiple literature sets can be created for each campaign and directed toward appropriate target audiences by specifying demographic criteria. By linking customer orders to the originating source, campaigns can be tracked and monitored for reporting purposes and comparative analysis. Generate cost to return reports based on advertising cost, square inches of space, and product placement. Create mailing labels and transfer files sorted by target group.

  • Track Cost-to-Return Ratios based upon advertising and item placement
  • Multiple Pricing Structures provide for special promotional offers

Source Codes and Pricing

Offer your customers special discounts on merchandise. Flexible pricing structures linked to marketing campaigns allow for numerous pricing lists to be established for the same inventory items. Referred to as source codes, these price lists are attributed to a specific marketing campaign, which might include a catalog, direct mail piece, advertisements, Internet ads, etc.

Source codes can encompass designated inventory items, a line of items, special payment terms, quantity price breaks, or special freight charges. If desired, source codes can be set to expire after a certain length of time.

Sales and advertising analysis can be easily conducted for each item in a source code. Reports can include information on the particular item such as catalog page advertised on, position on page, and square inches of display space.

Special attention materials, such as order acknowledgments or inventory literature, are automatically sent to new and old customers alike by attaching bounce-back codes to originating source codes.

Key Code Maintenance

An integral part of the Marketing program, key codes represent a particular target audience and source from which an order originated. Each key code is linked to a particular source code price list.

Key codes can be

  • Listed within campaigns and target segments
  • Deleted
  • Associated with free gifts
  • Attached to special notes
  • Associated with alternate items
  • Tied to available payment plans

Division Maintenance

Separately track sales and customers for multiple divisions within a your company. Your employees can only see customers, order types and marketing source codes that are associated with their specific division. Customers can be in the database multiple times with a different history for each division.

Literature and Catalog Drop Maintenance

Literature can be attached to specific inventory items and set up to be automatically sent every time the item is ordered, or set as excludable at the customer’s request. Catalogs associated with particular source codes can be set for specific drop dates based on your specifications.

Segment Generation

Segments represent small portions of an overall mailing list that have been targeted based on certain demographic attributes. After segments have been created, literature aimed at that specific target audience can be sent. When collecting demographic information, the marketing program can generate segments on two levels: standard and enhanced.

  • Searching demographic information within the marketing program creates standard segments.
  • Searching demographic information contained within the entire Advantage system creates enhanced segments.

Using up to 99 parameters, segments can be created by comparing demographic information to literal values or, for more complex and flexible segmentation, information can be compared on a variable-to-variable basis.

Segment Processing

After segments have been generated, they can be processed in several ways including:

  • Deleting duplicate records
  • Cleansing of out-of-date addresses

These are important functions to ensure that multiple copies of an item are not sent to the same person, and that only the most recent addresses are used in mailing.

Mailing Labels

Labels can be created in the marketing program for in-house use, or as transfer files used by mailing houses. Mailings can be based on:

  • Catalog requests from Order Entry
  • Previous mailings
  • Selections from a customer’s file
  • Segments within a source code

Letter Writer

Compose and print letters for mass audiences, or designated individuals. There are three modes within the Letter Writer program:

  • Letter Maintenance: Used to compose, format and generate letters
  • Print Single Letter: Used to print individual letters
  • Mass Mailing: Used to print letters for mass audiences

If creating multiple letters that contain common text, boilerplate letters can be created so common text need only be entered into the system once. Linked to other letter templates, the information contained in the boilerplate is entered in the designated section of the letter. Any corrections made to a boilerplate will automatically show up on all letters linked to that particular boilerplate.

Trigger numbers are assigned to each letter, determining which letters are printed for each specific purpose, i.e. collections, declined credit card, order confirmations. Letters entered into the system can be deactivated or reactivated at any time.

Other Applications

The following applications are designed to work hand-in-hand with Marketing:

"Marketing" is part of the Advantage line of products, developed by Synaro.

Related Products

The following software product lines are also offered by Synaro: