Your Portal Web Site: The Ideal Relationship Builder Peter Petras Planet Direct Corporation 978-684-3843.

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Presentation transcript:

Your Portal Web Site: The Ideal Relationship Builder Peter Petras Planet Direct Corporation ASAE Web Strategies Symposium March, 1999

The Challenge to Your Association Acquisition Retention Involvement Communication

The Available Channels CONSUMERS COMPANY CONFIDENTIAL - 10/98 Events Point-of-Sale Telemarketing TV, Radio, Print Advertising Direct Mail Offline Marketing Channels Off-Line Customer Database Offline Customer Database ? Online Marketing Channels

The Internet is a New Channel A New Marketing Channel Appears Interactive Immediate Compelling / seductive Growing rapidly

The Power of Interaction While the old mass media model is one-to-many, the Web is becoming one-to-one, and it is the most powerful component of the digital revolution. Len Sellers, Ph.D. in NewMedia, March, 1999

New Revenue Opportunities Access Merchandising Cross-selling

Build a Relationship If you provide an Internet service thats: … your members will visit your site daily Useful every day Easy to use Customizable Personally relevant and local Feature-rich

The Three Cs of a Portal

The Keys to Relationship Success Personal Targeted Relevant Customizable Informative Useful Local Convenient

Case Study: Saturn Static Content Saturn Only Content Periodic Traffic TODAY

Case Study: Saturn Dynamic Content 30% Saturn Content 70% Personally Relevant Content Daily Traffic Produced by Potential

Saturn Branded Portal Homebase Internet Access

Program Offer... Seamlessly Integrated Your Branding...

Homebase and Active Gateway Homebase Active Gateway Links your existing site and your portal Homebase Gateway served directly to your existing site. Contents refreshed hourly

The Portal for the Marketer Interactive channel Target marketing with detailed analysis Low-cost and customer driven Integrating with offline marketing programs

The Privacy Issue Assure members that their privacy will be respected Maintain security of personal information Act responsibly according to the privacy standards of the Online Privacy Alliance, TRUSTe, and applicable laws

Portal for the Communicator Interactive channel and Other new ways of gathering and sharing information: – Information management – Community publishing

Information Management Searches external sources -- Web, news feeds, news groups, Monitors internal sources - Lotus® Domino databases, intranets Delivers news and information as it breaks Presents information in an organized newspaper format -- read it when your schedule permits Notifies you immediately of new information using alerts and daily summaries

Information Management

Community Publishing Web Site Homepage Newsletter Discussion Chat Feedback Forms Member List Calendar A community Web site comes with these and other features.

Next Steps Self-assessment –Decision to go forward –Build or buy? Technology - ever changing Infrastructure - expensive Planning and deployment Member awareness

CMGi Direct Marketing Solutions Planet Direct is your partner to combine the depth of CMGis direct marketing experience and the breadth of its Internet portfolio to make your online marketing a success. Target Marketing & Ad Serving Online Community Building Digital Magazines E-Commerce & Fulfillment Internet Access Service Hosting

Internet Integrated Into Association Strategy CONSUMERS COMPANY CONFIDENTIAL - 10/98 Content Ads Promos Your Web Site: Information, Ads Commerce, etc Your Branded Portal Engage Knowledge Your AdServer & ProfileServer Events Point-of-Sale Telemarketing TV, Radio, Print Advertising Direct Mail Offline Customer Database Planet Direct ProfileServer

Benefits of an Online Relationship For Your Members Branded, personally relevant news and information service Opportunity to be a part of a special community One-stop source for products or services from a favorite source Internet access from a familiar and reliable name For You Acquisition tool for new members Increased member retention Increased frequency of interaction with members and share of mind A lower cost communications medium A service that will differentiate you in the markteplace Incremental traffic to and usage of existing Web site

Thank You ! Planet Direct InfoMation KOZ Visit these sites to see and learn more: Peter Petras Planet Direct Corporation