PURLs & Lead GenerationIntroductionThis presentation will : 1.Explain - What are PURL’s?2.How to use PURLs and targeted direct mail to get more from your marketing dollars.3.How Nova can help4.ROI and Quotes

What are PURL’s• Since the internet became mainstream in the 90’s,

marketers have sought creative methods to harness the inherent potential of this new mass medium.

Now it’s here - Personalized URLs (PURLs) are a powerful new way to create programs that are engaging and relevant to customers and prospects.

• By leveraging the advantages of Variable Data Printing, direct mail pieces can now contain PURLs (personalizedURLs) that drive recipients to individualized web pages.

The Challenge: Get MORE from Your Marketing •MORE relevant and effective prospecting

efforts▫ Gather high-value marketing intelligence on current and prospective

clients

•MORE effective follow-up to leads generated▫ Measure campaign results in real time

•MORE leads converted to sales▫ Achieve better ROI for marketing efforts

The Solution:Integrated Direct Marketing•Variable data printing•Personalized URLs•Automated lead management

Nova Resources•Nova Creative has resources in-house to

design and code personal landing pages, surveys and response-generated e-mails.

•We partner with Mound Printing to manage direct mail printing, mailing and PURLs.A technology and market leader in print and digital communications for both local and national markets, Mound Printing delivers highly effective and efficient solutions with a commitment to world-class service. Together, Nova and Mound Printing provide a complete solution – merging outstanding creative and marketing knowledge with the latest in Internet technology – to develop highly successful, integrated direct marketing campaigns.

Campaign Flow Example•Direct Mail with Personalized URL

The piece, designed by Nova Creative, will be printed and mail to each prospect via US Mail. We suggest a multiple touch and various format type of campaign such as a mix better postcards and standard letters.

•Survey PageThe goal of this type of implementation is to create lead generation for sales. We recommend a utilizing a two-page campaign approach. This will enable prospects to get through the Web site more quickly, maximizing responses. Upon entering the PURL, the prospect will arrive at a landing page. On this page is highly targeted campaign details and marketing “must-haves” such as: reinforce the call to action, incorporate an ROI calculator, confirm some basic contact information and ask the prospect a few questions designed to identify key information about the prospect. Data collected on this page can also be used to qualify prospects for future marketing initiatives.

•Thank You PageOnce the Survey Page is completed, the prospect will see a Thank You Page. This page simply thanks the respondent for visiting the site. Thank you pages can be versioned based on answers provided in the survey and redirects can be triggered from these pages to direct respondents to specific sections of your company Web site if desired.

Campaign Flow Example•Thank you E-mail

Upon completion of the Survey page, prospects are sent a Thank You e-mail. This e-mail can contain contact information for the sales representative for the prospect. The e-mail can also contain additional links or pages on the company Web site. These links will be trackable so that you can easily identify who visits these links.

•On-going Marketing InitiativesWeb site responders can be classified into different groups based on the answers they provide to the survey to receive more relevant direct mail and/or e-mail communications in the future.

•Lead Transmission to SalesDetailed lead notifications can be sent directly to the appropriate sales representatives in real time for immediate follow-up or can be provided in daily Excel files that are e-mailed or transferred via FTP to an address chosen by you. To enable this, each prospect in the database must be assigned a “lead manager.”

Campaign Flow Example•Reporting

We will create a Campaign Dashboard to access reporting and lead information. The dashboard will enable you to monitor the campaign’s effectiveness in real time, review lead information, generate ad-hoc reports and statistical analysis of the program. The dashboard will be available from any computer with Internet access through a web browser. The following reports will be available:

▫ Lead Reports – available as respondents complete the Survey Page

▫ Activity Reports – summaries of visitor activity on each page, links clicked, etc.

Leveraging Technology

“Campaigns that utilize relevant graphics and text commonly see a 3 to 5X lift

in response rates”

– PODi.org, The Digital Printing Initiative

Leveraging Technology

“42% of direct mail recipients

prefer to respond online”– 2006 DMA Study

End-to-End Application•Creative and strategy services to create

and execute your campaign•Landing page implementation and

administration•Robust real-time reporting via the Web

Benefits•Single source for integrated direct mail

campaigns•Capture the 42% of direct mail

respondents who prefer to respond online•Lift response rates 3-5X through relevant

messaging & Personalized URLs•Obtain real-time campaign performance

measurement

Benefits• Integrated survey interface to help you

learn more about your prospects•Reporting available via the web 24/7•Highly customizable landing pages

▫ Matches your campaign, your brand and areas of interest

End-to-End ApplicationNot only does a PURL pre- qualify prospects for a particular campaign, but it provides information that can help you target future campaigns more effectively.

Campaign Dashboard

PURLs & Lead GenerationThank you! For additional information or a quote on using PURLs in your next campaign, please contact: Jennifer Seaman, 937-434-9200 ext. 135 jennifer@novacreative.com