PENTON CUSTOM SOLUTIONS NEW A Penton Media Property November 17, 2009 If you want to view this on the web go to: http://enews.penton.com/enews/custom/v/7 --Video as a Revenue Generator Turnkey Video Capabilities Now Available from Custom Solutions This is the first in a series of Custom e-newsletters that will introduce new products or capabilities ready for clients in any of our Penton markets. Video is one of the fastest growing forms of business communication. Video combines sight, sound and motion to deliver an impactful message. To monetize the revenue potential of video communication, Penton Custom Solutions has developed a couple of turnkey programs that any of our magazine brands can immediately implement. To view the video we produced that explains our three-tiered capability CLICK HERE (http://www.penton.com/VideoServicesDemo) Tier 1: Trade Show Executive Interviews The first video program captures the excitement and information generated at an industry trade show. Custom will work with our production crew in setting up a mini-studio in your magazine's booth. Then, the leading executives from your client base will be interviewed and prompted to share information on their new products, industry alliances, environmental programs or whatever type of information they need to communicate to their client base. The interviews can be conducted by one of your editors or a Custom account manager. Each interview lasts 3-5 minutes. Upon completion of all interviews, the Custom team edits each interview and organizes them for viewing from a magazine's website. Working with the magazine's Online Content Strategist, a video player page is built as the landing page to view the video interviews. Lastly, the franchise management team decides how the video program will be promoted on the home page of their website and identifies the elements of a promotion program to drive visitors to the trade show video program. To view an example of how the interviews can be presented and viewed CLICK HERE (http://telephonyonline.com/video/supercomm/grant-seiffert-interview-supercomm/). Benefits to Sponsor: - Message reach far beyond attendees of the show generating additional response - Sponsor positioned as industry leader - Sponsor message delivered leveraging magazine brand's ability to create a high viewership environment - Message immediacy, especially beneficial for new product announcements - Key executive video made available to post on sponsor site Benefits to Franchise: - Brand new revenue source - Video content increases website traffic - Video program enables franchise management to more fully understand client objectives, leading to additional product sales - Video creates franchise excitement and awareness at show Costs: (Confidential information not to be released to clients.) - Camera crew, mini studio setup in booth, editing: $4,550/day - Travel expenses for camera crew: $1,200 (estimate) - Total cost is approximately $5,750 for a one-day shoot - Important to schedule all interviews to take place in one day - Add $3,550 for a second day of booth interviews Revenue Model: - Assume an interview sponsorship is priced at $3,000 x 10 interviews = $30,000 total revenue - $30,000-$5,750 = $24,250 approximate contribution margin Tier 2: Executive Interviews with Video Coverage of Sponsor Booth The Tier 2 program includes all of the information above and adds video coverage of the sponsor's booth. Booth coverage may consist of a new product demonstration or complete tour highlighting the client's displayed product line. The actual video may consist of separate segments for the executive interview and booth coverage, or, an edited version with the executive interview and a voice-over while booth video is displayed. Costs: (Confidential information not to be released to clients.) - Camera crew, mini studio setup in booth: $4,550/day - Second camera crew to capture booth video: $2,350/day (maximum 8 booths per day) - Editing charge: $600/booth - Travel expenses for camera crew: $2,000 (estimate) - Total cost is approximately $13,700 for a one-day shoot - Important to schedule all interviews and booth video to take place in one day if possible - Double costs for two full days of on-site video production Revenue Model: - Assume executive interview plus booth coverage sponsorship is $4,000 x 10 sponsors = $40,000 total revenue - $40,000-13,700 = $26,300 contribution margin if all video is captured in one day - $40,000-20,600 = $19,400 contribution margin if two days are required to capture all video Tier 3: Sole Sponsored Video At Client Specified Location Our Tier 3 offer is a completely customized video produced for one specific client. In essence, we become the video company that produces the videos that many of us see playing in client booths at the trade shows we attend. Our value proposition is threefold: 1. Any of our franchises can add content (original or repurposed editorial, research) to increase the informational value of the client video with the client benefiting by increased viewership 2. Our franchises can assemble a promotion program to create awareness and viewership in the clients' target market 3. Our specific market expertise can help shape the content included in the video to increase the probability that the video addresses subscriber needs Costs: (Confidential information not to be released to clients.) -Three-person crew consisting of a producer, video editor and camera operator: $8,500/day -Travel: assume $2,000 -On camera moderator or reporter if a franchise is unable to provide a staff editor: $1,200 -Total cost: $11,700 Revenue Model: -Cost plus profit margin To view a sample promo piece that you can tailor to your individual brand CLICK HERE (http://www.b2bmarketingtrends.com/Webcasts/TurnKeyVideo.pdf). As always, please call Amanda Wegryn, Joel Frazier or me if you have any questions or would like to alter one of these formats specific to a client need. In the next couple of weeks, stay tuned for additional Custom e-newsletters which describe three more new products: -Online Show Dailies using mobile technology -Video Product Guides -Personal URL's All the best, Scott 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/7)  |   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  |