Sure you want to target your marketing efforts. But maybe your recordkeeping has been less than stellar.

Don’t fret. Use the GLOBAL MODIFY command and give yourself a huge leg up. You can query by many different variables and then make assumptions (yes this time assumptions are a good thing) based on the results.

• Sales with Royal Caribbean, Carnival, etc. (Globally modify to indicate these people are cruisers)
• Sales in excess of $10,000 (Globally modify to indicate these people are luxury clients)
• Sales to Florida (Globally modify that these people might be interested in the Caribbean)
• Sales to Hawaii (Globally modify that these people may be interested int he South Pacific)

So how do you globally modify? Follow along. Oh, and the conventions I will use for the commands will be FILE–>LOG OUT  to indicate that you need to first click on FILE and then LOG OUT.  So, back to globally modifying:

1. Create your query using the Level 1 or Level 2 filters. Let’s look to tag our Royal Caribbean customers with a cruising preference and let’s assume they are moderate spenders.
2. From the PROFILE MANAGER, click on the LEVEL 2 query tab and then click FILTER. Click on the tab called RES CARD. Scroll down a bit tot he second section and in the field called RESERVATION VENDOR, enter “Royal Caribbean”.  Click REFRESH and now you have a listing of all of your clients that have sailed on Royal Carbibbean.
3. Click CANCEL to close out the search window. Do not hit RESET
4. Click UTILITIES–>GLOBAL MODIFY. In the top pull down list, make sure you are looking to modify PROFILES.  Now click on the MARKETING tab.
5. In the middle column, change the drop down window to WHAT TYPE? This is going to identify what type of travel the client likes. Below WHAT TYPE? you should see a list of travel preferences. Select CRUISE.
6. Now we wanted to add them as a moderate spending client as well. Pretty much the same drill. From the current screen, change the pull down item from WHAT TYPE? to WHAT BUDGET?. Select MODERATE. Please notice that in the window on the left, you can see a summary of what you are looking to do. If it looks wrong, just go back and change it.
7. Now here is the important part. Look on the bottom right and make sure that the radio button for ADD MARKETING CODES is selected (and yes, when someone decides to no longer cruise you can get rid of them this way as well.) and that the CURRENT RESULTS IN PROFILE MANAGER is also selected.
8. Click on GLOBAL MODIFY NOW. You will be asked if you are sure.  If so, click YES.  Once it is complete, it will show you how many records were modified. Click OK to exit.

Tags: Marketing Codes