international builders’ show e-marketing seminar presented by: paul tourbaf vp sales/hanley wood...
TRANSCRIPT
International Builders’ Show
e-Marketing Seminar
Presented by:
Paul Tourbaf
VP Sales/Hanley Wood e-Media
Hanley Wood e-Media
Why Are Advertising Dollars Moving Online?
Money follows the audience:
• 81% of building pros go online every day
• 57% prefer the Web for product search
• Over 700,000 unique visitors per month on Hanley Wood’s B2B sites
• 1.2 MM unique visitors per month on HW’s B2C sites
Online advertising works
Hanley Wood e-Media
Why Are Advertising Dollars Moving Online?
Targeted: Must use e-Media to reach market who is Online. Efficient: On a cost-per-impression basis, Online advertising
with is cost effective. Responsive: Reach building pros with mouse-in-hand and
generate immediate response. Measurable: Know exactly how many impressions and the
amount of response a program generates. Proves ROI. Flexible: Build brand and product awareness, deliver direct
response, generate sales leads, or drive traffic to Web site. Guaranteed: Hanley Wood will design a program to meet
goals and guarantee success.
Over 50% of Hanley Wood top advertisers participate in online marketing - - Integration is the key!
Hanley Wood e-Media
ebuild: The No. 1 Building Pro Site Just Got Better
ebuild 2.0 is the next generation vertical search engine for building products
• Launched in January 2007
• Offers more content to help pros find building products
• Improved manufacturer directory
• PDF catalog library
• Product videos
• New buyer’s guide to help spec
• Database of new product announcements and original content
Hanley Wood e-Media
ebuild: Tap into a Responsive Audience Searching for Product Information
13%
29%
35%
66%Visited a manufacturer’s Web Site
81% of ebuild’s audience takes action after visiting
Requested information from a building product manufacturer
Shared product information with a customer
Specified or purchased a building product
Hanley Wood e-Media
ebuild 2.0
Sponsorships• Targeted to category
• High Response
Premium Listings• Low Cost
• Connects to Buyers
Hanley Wood e-Media
Webinars and Webcasts
Webinar• Expand the reach of in-person
events with your Webinar
• Webinar includes streaming audio with PowerPoint
• Webinars can be editorial-based or advertorials
• 45% of pros are already view online videos and 60% use Online education
• Webinar package includes promotional campaign
• Viewers must register to view, so you generate qualified leads. (466 registered leads from this Webinar in four days)
Hanley Wood e-Media
Webinars and Webcasts
Webcast• Webcast includes streaming
video with PowerPoint
• The best applications are product demonstrations or existing videos
• $6,500 sponsorship posts video on HW sites for one year and includes promotion
Hanley Wood e-Media
Targeted & Integrated Consumer Marketing
1. Target thousands of consumers planning to build a new home.
2. Advertising appears in our home plan magazines, e-mail newsletters, and on our Web sites – eplans.com and Dream Home Source.
3. We mail product literature to home plan buyers.
4. Sponsor receives the names of thousands of consumers ready to build.
