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Your Portal Web Site: The Ideal Relationship Builder

Your Portal Web Site: The Ideal Relationship Builder. ASAE Web Strategies Symposium March, 1999. Peter Petras Planet Direct Corporation ppetras@planetdirect.net 978-684-3843 www.planetdirect.com. The Challenge to Your Association. Acquisition Retention Involvement Communication.

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Your Portal Web Site: The Ideal Relationship Builder

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  1. Your Portal Web Site: The Ideal Relationship Builder ASAE Web Strategies SymposiumMarch, 1999 Peter Petras Planet Direct Corporation ppetras@planetdirect.net978-684-3843 www.planetdirect.com

  2. The Challenge to Your Association • Acquisition • Retention • Involvement • Communication

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

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

  5. 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

  6. New Revenue Opportunities • Access • Merchandising • Cross-selling $

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

  8. The Three C’s of a Portal

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

  10. Case Study: Saturn TODAY www.saturn.com • Static Content • Saturn Only Content • Periodic Traffic

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

  12. Saturn Branded Portal Homebase Internet Access

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

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

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

  16. 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

  17. Portal for the Communicator • Interactive channel and e-mail • Other new ways of gathering and sharing information: • Information management • Community publishing

  18. Information Management • Searches external sources -- Web, news feeds, news groups, email • 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 email alerts and daily summaries

  19. Information Management

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

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

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

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

  24. Benefits of an Online Relationship For Your Members 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 • 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

  25. Thank You ! Visit these sites to see and learn more: Planet Directwww.planetdirect.com InfoMationwww.infomation.com KOZwww.koz.com • Peter Petras • Planet Direct Corporation • ppetras@planetdirect.net978-684-3843 • www.planetdirect.com

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