Research Project Generates Revenue for Fire Chief
Congratulations to the sales staff on Fire Chief
for effectively leveraging one of Penton’s research products to
generate revenue in a very difficult market. Greg Toritto, Rich Gluth
and Andy Vansciver utilized Penton’s Trade Satisfaction Survey (May,
2009, Custom Solutions e-newsletter) to create an advertising
sponsorship program that produced $60,000 of revenue directly tied to
the study. Nice job, all!
In this issue, Tim Stark, Custom’s director of online events,
describes an opportunity in our emerging “Pay-to-Attend” webinar
business. Plus, Amanda Wegryn, with insight from Leslie Bacon, details
the growing use of Personal URLs (PURs) in providing measurable ROI.
Please feel free to contact the Custom Solutions group if you would like
additional information on any of these programs.
All the best,
Scott
P.S. Custom Solutions is traveling to your area!
In August and September, the Penton Custom Solutions team will be
visiting Penton offices to present products that have been successful
throughout the company. The objective of these presentations is to
provide our salespeople with ideas that they can offer to their clients
during the fall selling season. Editors are welcome to attend as well.
Here are the first few dates and locations:
August 19th-Minneapolis
August 20th-Chicago
August 26th-Stamford
August 27th-NYC
September 2nd-Cleveland
Mid-September-Atlanta (date TBD)
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Personal URLs (PURLs)
A Personalized URL (PURL) is a tool that is proven to
increase the response rate of direct marketing or promotional programs.
PURLs can be used in direct mail pieces, custom brochures, catalogs
and/or e-mail programs. PURL programs leverage the power of
“one-to-one” communications.
A personalized URL derives its name from the fact that the name of the
individual you are trying to reach through your direct marketing efforts
actually appears in the web address (URL) linking the individual to
their personal website. The personalized URL is featured prominently on
a postcard, e-mail, brochure or supplement and typically contains the
individual’s first and last name and special domain obtained.
When the recipient of the direct marketing effort wants more
information, he or she enters their PURL into the internet browser and
they are taken directly to their “very own” website where they are
greeted with their name (“Welcome Sharon!”). A typical personalized
URL will look something like this:
www.SharonRowlands/begreen.com
Once the interested person (Sharon) arrives at their personalized
website, the marketer is able to continue communicating with the
prospect on a personal level. The marketer can ask questions about
needs, preferences, buying timeline and demographics to qualify the
prospect for future sales.
Case studies have shown that PURL programs generate three to five times
more response than standard direct marketing efforts!
The Penton Custom Solutions team is responsible for coordinating all
aspects of a PURL campaign to ensure the client’s marketing objectives
are being met. This includes:
• Proposal development- including purpose/objectives,
deliverables/process and suggested pricing
• Project management-to oversee the project
• Creative process and execution
• Establish and review a print and/or HTML design template
• Design and purchase each PURL for each potential viewer (i.e.
www.SharonRowlands/begreen.com)
• Distribute to the targeted Penton audience(s) via mail or e-mail
• Tracking of open rates and polling questions
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“Pay-to-Attend” Webinars
Penton Custom Solutions recently managed a
“pay-to-attend” event with National Real Estate Investor entitled
“The Seniors Housing Toolkit”. The premise for this project was
unique in that the program was marketed as more than just a webinar.
Webinar registration was priced at $49.95, but the webinar attendee cost
also acted as a membership fee for additional benefits including the
ability to join an exclusive Seniors Housing Community.
Membership included the webinar, where experts from across this market
participated in a live online roundtable. Additionally, each registrant
received an exclusive NREI Seniors Housing Research Survey (conducted by
the Penton research department) and received a subscription to the
Seniors Housing Finance and Development Trends e-Newsletter.
Each item was marketed with a specific price tag that bundled together
would have been over $350. The $49.95 membership fee now reflected a
real value. An added benefit to this type of event is that future
revenue such as newsletter sponsorship or future sponsor driven webinars
targeted at this audience would now be available.To view the
registration page for this project CLICK
HERE
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Reprints
Halfway through the year, Industry Week leads all
Penton franchises in reprint sales. A total of 38 articles have been
sold in either reprint or e-print form.
Congratulations to the Industry Week editorial staff for creating such
sought after content. The editorial team is comprised of: Steve Minter,
Editor-in-Chief; Jill Jusko, Sr. Editor; Jonathan Katz, Managing Editor;
Josh Cable, Sr. Editor; Adrienne Selko, eMedia Editor; and John Teresko,
Editor Emeritus.
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