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

Your Portal Web Site: The Ideal Relationship Builder

Peter PetrasPlanet Direct Corporationppetras@planetdirect.net

978-684-3843www.planetdirect.com

ASAE Web Strategies SymposiumMarch, 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 Marketin

g Channels Off-Line

Customer Database

Offline Custome

r Databas

e

?

Online Marketin

g 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 that’s:

… your members will visit your site daily

Useful every day Easy to use Customizable Personally relevant and local Feature-rich

The Three C’s of a Portal

Content Community Commerce News (NY Times, Reuters,

ZDNet, etc.) Weather (The Weather

Channel) Real Time Traffic Sports (Sports Network) Local Information (380+

cities/communities) 15 topics / 90 sub-topics Real Time Stock Quotes Stock Portfolio Tracking Personal Newspaper Daily jokes, horoscopes, and

more Yellow Pages (local,

regional, national) Maps / Driving directions Reminder Service Classified Ads Web Search One-click Switch-Cities

capability

Free e-mail Personal Greeting Buddy List (Friends On-line) Bulletin Boards Opinion Address Book (automatically

updates) Personal Web Page Publishing Chat Web Zines Community Calendar E-mail Viewer

Commerce Areas/Links Shopping Topics Area Special Offers Discounts Name brand commerce content

links

The Keys to Relationship Success

PersonalPersonal TargetedTargeted

RelevantRelevant

CustomizableCustomizable

InformativeInformative

UsefulUseful

LocalLocal

ConvenientConvenient

Case Study: Saturn

• Static Content

• Saturn Only Content

• Periodic Traffic

TODAY

www.saturn.com

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 IntegratedYour Branding ...

Homebase and Active Gateway

Homebase ActiveGateway

• 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 e-mail

• Other new ways of gathering and sharing information:– Information management– Community publishing

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

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 CMGi’s 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

ContentAds

Promos

Your Web Site:Information, AdsCommerce, etc

YourBrandedPortal

Engage Knowledge

Your AdServer & ProfileServer

Events

Point-of-Sale

Telemarketing

TV, Radio, Print

Advertising

Direct Mail

Offline Custome

r Databas

e

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 Directwww.planetdirect.com

InfoMationwww.infomation.com

KOZwww.koz.com

Visit these sites to see and learn more:

• Peter Petras• Planet Direct Corporation• ppetras@planetdirect.net

978-684-3843• www.planetdirect.com