PENTON CUSTOM SOLUTIONS NEW A Penton Media Property July 31, 2009 If you want to view this on the web go to: http://enews.penton.com/enews/custom/v/6 --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) --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 --"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 (http://w.on24.com/r.htm?e=142753&s=1&k=BDC5CB42A164467C35CB0A828EB0A819) --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. ABOUT THIS NEWSLETTER This newsletter is distributed monthly by Penton Custom Solutions 1300 E. 9th St. Cleveland OH 44114 U.S.A All rights reserved 216-931-9768 Contact Us: mailto:Amanda.Wegryn@penton.com Unsubscribe http://pbinews.com/webforms/newsletter/unsub/?email=#email#&lid=#list_id#&mid=#message_id# CHANGE EMAIL (#)--> WEB VERSION (http://enews.penton.com/enews/custom/v/6)  |   UNSUBSCRIBE (http://pbinews.com/webforms/newsletter/unsub/?email=#email#&lid=#list_id#&mid=#message_id#)  |   ARCHIVE (http://enews.penton.com/enews/view/pubissues/custom/custom_) © Penton Media, Inc. All rights reserved This newsletter is distributed monthly by Penton Custom Solutions  |  1300 E. 9th St. Cleveland OH 44114 U.S.A  |  216-931-9768  |