American Housing Conference

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American Housing Conference e-Marketing Seminar
Presented by Paul Tourbaf VP Sales/Hanley Wood
e-Media
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Why are you here?

• This e-Marketing thing is not going away. Its
  not the 8-track player of marketing and I need to
  figure it out.
• You are using online marketing channels, its
  working well but you want to improve and/or do
  more.
• Your flight was early, you had some time to kill
  and the other pre-conference seminars didnt look
  that interesting.

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Why Are Advertising Dollars Moving Online?

• Measurable Know exactly how many impressions and
  the amount of response your program generates.
• Efficient On a cost-per-impression basis,
  advertising with Hanley Wood e-Media is amazingly
  inexpensive.
• Targeted Hanley Wood offers Web sites dedicated
  to specific disciplines, paid section
  sponsorships, and geo-targeting opportunities.
• Timely Reach building pros and consumers at the
  moment they are making purchase decisions
• Flexible Build brand and product awareness,
  deliver direct response, generate sales leads, or
  drive customers to your site.
• Guaranteed Well design a program to meet your
  goals and guarantee success.
• Over 50 of Hanley Wood top advertisers
  participate in online marketing - - Integration
  is the key!

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Cross Media Optimization Study (XMOS)
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Cross Media Optimization Study (XMOS)

• 15 studies to help major brands understand the
  proper media mix (2004 2005)
• 4 - 19 of budget should be invested online
• Ford F-150 redesign generated 750,000,000 in
  sales from online advertising

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Cross Media Optimization Study (XMOS)
100
Media 3
90
80
70
Media 2
60
50
Brand Effectiveness
40
30
Media 1
20
Diminishing returns
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0
0
1
2
3
4
5
6
7
8
9
10
Frequency Number of OTS ad exposures
OTS Opportunity to see advertisement
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130,000 readers
The Power of the BUILDER Brand
ADVERTISER
Hundreds to Thousands attendees
100,000 unique visitors
65,000 subs
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Hanley Wood e-Media Site Traffic 2006
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Hanley Wood e-Media e-Newsletter Circulation
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Weyerhaeuser Case Study

• iLevel Launch
• Fully-integrated media program including several
  Hanley Wood magazines, eNewsletters and Web sites.

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Breakthrough Opportunities

• Rich Media Ads
• Gain more attention with Internet ads that
  utilize streaming video, special effects, and
  user interaction.

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Breakthrough Opportunities

• New product introduction.
• Capture attention by capturing an entire Web
  site.
• Marvin debuted their Ultimate Double Hung Magnum
  window through BUILDER Online.

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Breakthrough Opportunities

• E-Newsletter sponsorships
• Unique brand-building opportunity where building
  pros look for the latest tools, accessories,
  equipment, and breaking industry news

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Breakthrough Opportunities

• Microsites
• Smaller specialized sites linked directly to your
  Web site.
• Built and promoted through online ads by Hanley
  Wood
• Perfect for contests, promotions, videos and more.

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ebuild The No. 1 Building Pro Site Just Got
Better

• New and improved ebuild
• More accurate and current data
• New spec guides, product announcements, catalog
  library, and original content
• More traffic (goal of 450,000 unique visitors by
  summer 2007)
• Highly targeted - 81 of ebuild visitors took
  action

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Breakthrough Opportunities

• Online Video
• Viewers must register to view, so you get
  qualified leads.
• Expand the reach of in-person events with your
  video

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Targeted Integrated Consumer Marketing

• PlansCONNECT is a strategic and comprehensive
  program that generates qualified leads.

• Target thousands of consumers planning to build a
  new home.
• Advertising appears in our home plan magazines,
  e-mail newsletters, and on our Web sites
  eplans.com and Dream Home Source.
• We mail product literature to home plan buyers.
• Client receives the names of thousands of
  customers ready to build.

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Consumer Audience Demographics
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Thank you and enjoy the conference!
Paul Tourbaf ptourbaf_at_hanleywood.com 202.729.3629