SYNQY -- a new
start up near San Francisco -- is introducing an innovation designed to help
organizations standardize and update the information that current and
prospective customers see online.
Chairman and CEO
Michael Weissman says SYNQY applies Meta embed code to a subscriber’s “brand
assets”—logos, photos, messaging, video, registration forms, donation pages, white
papers, slide presentations, articles, brochures, and so on. Thereafter, when
an online user clicks on any coded asset, the right intended information pops
up.
How It Works
To demonstrate,
Weissman points to an Internet user who’s browsing an online fashion magazine
that features a red dress sold by a major online retailer. Typically, when the
user clicks on such a photo, she’s yanked off the magazine's website and
plunked onto a seller's website. Too
often, she has trouble getting back to the online magazine again. With SNYQY,
wherever she sees the red dress online—either at the magazine’s site or
anywhere else—her click pops up consistent information without jumping to a new
site.
That’s the buyer’s
(and the magazine’s) advantage. But Weissman says the marketer’s advantage is greater. As the CMO responsible for selling
that red dress, SYNQY code automatically ensures that the buying experience is
going to be the same for every buyer, every time.
Right for You?
Whether SYNQY is right
for a given organization depends on how often people search for or buy that
organization’s product(s) online. Weissman explains: “A
printing company that depends on direct sales, but very little inbound
marketing, is less likely to be a SYNQY customer. But an integrated
communications firm that does content marketing and creates news stories to drive
sales would be an excellent candidate. Large fundraising organizations with
networks of partners or advocates would find SYNQY an option in managing their brand
assets, as would a franchise company, political campaign, automobile dealership,
or any organization with chapters.”
A New Process
Weissman
differentiates SYNQY from so-called brand asset management entities that simply
store digital materials for distribution. That process depends on human effort,
he says—a sales person, chapter or branch manager, dealer, franchise owner, and
so on. By contrast, SYNQY manages and
distributes brand assets without human involvement, thereby saving money. “So
often, marketers are involved in non-bonus activities like updating content and
keeping channels current. But there's no return for these labor-intensive
activities. SYNQY can take over that job."
Build It Yourself?
The concept is easy, but building a competing technology would be very difficult and expensive, Weissman adds. “That's why it hasn't been done before. It would take millions of dollars to replicate what SYNQY does and millions more to keep it updated, but using SNYQY software is easy and inexpensive.”
The concept is easy, but building a competing technology would be very difficult and expensive, Weissman adds. “That's why it hasn't been done before. It would take millions of dollars to replicate what SYNQY does and millions more to keep it updated, but using SNYQY software is easy and inexpensive.”
How Much?
SNYQY costs $100
per user per month, which includes one SYNQY embed code. Additional SYNQY
embeds cost $100 apiece per year.
Weissman, who has
25 years of high-tech marketing experience, suggests the price is a bargain for
marketers who must spend thousands of dollars—or more—updating widespread,
disparate Internet content. “Simply turning a static asset into a SYNQY
is a 10 to 15 second effort, from start to finish. So, to take a catalog of 10
brand assets and turn them into trackable, manageable code would take less than
five minutes and cost $1,000 — very little for most companies.”
What about retrofitting all the brand assets currently floating
on the Internet?
“Many of our customers are starting with new assets,” Weissman
says. “Eventually, we expect they will retrofit. The other approach is to put an
entire product catalog inside a single SYNQY. This gives the best of both
worlds.”
Free 30-day trials
are available at SYNQY.com. Click below for a short video.
