This document provides guidance and best practices for running deal stores during the holiday season. It discusses using contests to build email databases, providing a blueprint for holiday deals and promotions, and new tools and features. Key recommendations include starting early, pitching multiple deals, refreshing sites with holiday themes, securing a good mix of deals, and using stores to expand offerings throughout the year. The webinar aims to help drive revenue, build audiences and databases, and grow engagement during the critical holiday period.

1. Deals Stores for the Holidays
September 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
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2. How to Interact with Us
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Note: We are recording this
webinar and you will receive an
email with links to the recording
and the slide deck.
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Questions Panel
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3. Who We Are
Increase ROI, Build &
Engage Audience
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4. Deadline Deals
A truly white label deals provider
To date, Deadline Deals has executed
• More than 3,500,000 gift cards sold
• On more than 425 local media sites
• More than 1,000,000 consumers have
purchased deals through our partner’s
sites
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5. Speakers
Matt Chaney Julie Foley Tim D’Avis Keely Byars
Dir. of Affiliate Success Dir. of Affiliate Success Director of Digital Media General Manager –
- Deadline Deals - UPICKEM Lee Enterprises & Quad-Cities Times
Quad-Cities Times
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6. Agenda
• Why Holiday Stores?
• Using Contests to Build Email Databases
• Holiday & Deals – a Blueprint for Success
• New Tools & Features
• Wrap-up & QA
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7. WHY HOLIDAY STORES?
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8. Online Holiday Spending
• Online spending surpassed
$37 billion in 2011 – up 15%
• Increased online spending
driven by lower prices and
discounts
• 10 days of over $1 billion
dollar spending in 2011 – only
one in 2010
• Mondays are key spending
days throughout December
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9. Weekly Holiday Spending
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10. Deal Stores: A Year-Long Strategy
Month Category/Season/Holiday
January New Years Resolutions
February Valentine’s Day
March Spring Break
April Golf
May Mother’s Day
June Dad’s & Grads
July Summer Fun/Adventures
August Back to School
September College Week/Fall
October Halloween
November Cyber Monday Week
December Gift Guide/NYE
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11. Why Deal Stores
1. Expand deal offerings
2. Package similar advertisers
3. Run multiple deals from same
advertiser
4. Deals that are too small to stand on
their own can complement each other
with a unified theme
5. Secure difficult advertisers
6. Reach niche audience / additional
audience
7. Diversifies your marketing
8. Grows list
9. Reason to send additional email blast
to your list
10. Increase sales
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12. Stores – Revenue Impact
Chain-Wide Cyber Monday Store Single Site “Best Of” Store
November 2011 February 2012
$90,000 $12,000 $11,000
$78,000
$80,000
$70,000 $10,000
$60,000 $8,000
$50,000
$40,000 $6,000
$30,000 $22,000
$4,000
$20,000
$10,000 $2,000 $1,200
$0
Average Week Cyber Monday Store $-
Week Average Week "Best Of" Store Week
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13. Quad-City Times
• Located in Davenport, IA
• DMA: 99
• Circulation: 64K Sunday
• Deals Database: 33K
• Contest Database: 76K
• Nov. to Dec. 2011
– 22 contests run during period –
ALL had opt-ins for deals
– 270% deal revenue growth over
prior year
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14. Deal Revenue from Email
66%
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15. CONTESTS
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16. Why Contests?
• Build Audience, Page Views and
Brand Awareness
• Generate Sponsorship & Ad
Revenues
• Build User Database for Email
Marketing
• Grow your Facebook Likes
• Allows for you to build contests for
advertisers
• Lead generation for advertisers
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17. Building your List
“If you haven’t been running contests consistently
(to build your email list), you should.”
- Tim D’Avis
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18. Best Practices
• Set Goals for growth
• Create a contest calendar
• Add your deals opt-in to every contest
• Always have a good prize
• Secure prize partners
• Make registration easy
• Optimize for mobile, tablet and Facebook
• Send emails to your existing contest
database
• Promote using your other media channels
• Print
• Niche Publications
• On-air
• Online
• Email
• Social
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19. Case Study: Building Your List Using Contests
Quad-City Times
Davenport, IA
Sales
• Kickoff and Timing
• Goals for team
• Revenue
• # of submissions
• # of opt-ins
• Target accounts
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20. Case Study
Building Your List Using Contests
Promotions
• Ad Mix
• Email Blast – 80k
subscribers
• Expanding pencil ad
• ROS ad
• Placement on contest page
• Facebook
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21. Case Study
Building Your List Using Contests
Execution
• Number of contests
• Contest mix (sweeps & engagement)
• Contest length
• Revenue
• Email growth
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22. Turnkey Holiday Contest
• Two holiday sweepstakes contest
templates that can be locally
branded and run on your site
• The only entries that show up are
ones from your market
• Play Anywhere
• Contest is accessible on your
website, Facebook, mobile and
tablet
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23. Turnkey Holiday Contest
• Prizes
• Local prizes can be added
• This is not a National contest.
There are no national prizes
• Winners
• Randomly chosen from all
sweepstakes entries
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24. Turnkey Holiday Contest
• Adding the contest to your site:
• Turnkey Contest
• Login to Admin Tool
• Fill out request form
• Custom Contest
• Login to Admin Tool
• Create your own contest
• Photo
• Essay
• Video
• Sweepstakes
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25. Turnkey Holiday Contest
• Resources
– Two branded Holiday contest designs
– Sales Kit
• Contest overview
• Print & web promo ads
• Advertisers to consider
• Sales PPT
– User Manual & FAQs
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26. DEALS
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27. SELLING DEAL STORES
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28. Cyber Monday: Sales Targets
• Selling Timeframe:
October to mid-November
• Sales Targets:
Deals to prepare and enjoy the
holidays; general gifts
• Schedule: Launch on Cyber
Monday
• Categories:
– Restaurants
– Entertainment & winter festivals
– Health & Beauty
– Lodging/Hotels
– Photography services
– Holiday cookies, candy, Edible
Arrangements, Honey Baked Ham
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29. Cyber Monday: Sales Background
• Who Sold It?
– Entire sales staff
– 2 new business development reps with
focus on deals
• When did you sell it?
– Mid-October (but earlier this year)
• What was the deadline to sell it?
– Sales team had two weeks to close
– Then opened up for deals
specialists
• What were the goals?
– Deals Goal: 30 offers
– Revenue Goal: 50% increase over last
year
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30. Holiday Sales Contest
• 300 target
accounts
• Set a timeframe
to close deals
• Chance to win
$500
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31. Sales: Commission Plan
• Commission plan
encouraged dual
selling
• Regular Deal: 7%
• Regular Deal &
Store Deal: 10%
• Same plan used
throughout the year
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32. Cyber Monday Sales Pitch
• Pitch
– Run a second deal, be
apart of the promotion
– value $40K
– Allowed capped deals
(250) – opened up to
smaller
businesses, more
advertisers
• This year pitching
both stores together
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33. Holiday Sales Targets – “Stocking Stuffers”
• Selling Timeframe: October to early
December
• Sales Targets: Last-minute deals;
successful Cyber Monday deals
• Run Dates: early December to 25th
• Categories:
– Restaurants
– Health and Beauty
– Retail Gift Cards (min. restrictions)
– Gift Baskets, Wine of the Month
– Photo services
– Annual Passes to Museums
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34. PROMOTING DEAL STORES
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35. Cyber Monday Promotions: Print Ads
• Teaser ads at
launch - including
double-truck on
Sunday prior
• “Last Chance” ads
ran a few days
before store
ended
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36. Cyber Monday Promotions: Online
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37. Cyber Monday Promotions: Email
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38. Stocking Stuffers:
Promotion
• Highlighted deal type and offer
• Included merchant name and logo
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39. Other Holiday Store Examples
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40. DEAL STORE RESULTS
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41. Cyber Monday: Deal Mix
Services Travel
5% 1%
Retail
30% Dining
45%
Health
and
Recreation
Beauty
1% Food
14%
4%
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42. Cyber Monday Results
$148,455
• Launched Cyber
Monday: 11/28-12/4
(Mon-Sun)
• 42 Deals
$86,140 $85,467
• 8,474 Vouchers Sold
• $85,467 in Gross
Revenue
• Store revenue - 58%
of total
2011 Average Total November Only Cyber Monday
Monthly Revenue Revenue Revenue
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43. Stocking Stuffers: Deal Mix
Retail
Travel 6%
18%
Recreation
14%
Dining
Health and 50%
Beauty
12%
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44. Stocking Stuffers Results
$183,399 • Ran 12/19 – 12/25
• Monday to Sunday
• 28 deals
• 4,858 vouchers sold
$86,140
• $55,662 Gross
$55,662 Revenue
• Store Revenue - 30%
of total
2011 Average Monthly Total November Only Stocking Stuffer
Revenue Revenue Revenue
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45. TOOLS FOR SUCCESS
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46. Turnkey Holiday Store
• Two themes
– Cyber Monday
– Holiday Shopping
• For your sales team:
– Prepared presentation
deck
– One-sheeter sales piece
• For your site:
– Site banners
– Display Ads
– Custom eMail Builder
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47. Deal Gifting
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48. WRAP-UP & Q/A
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49. Contest Takeaways
1. Run at least one contest to build your email list
1. Have a prize that is timely and relevant to your brand and target
audience
2. Plan to run your contest before your holiday deal store
launches (October/November)
3. Discuss a sponsored or internal list builder approach to
contesting
4. Add an opt-in for your deals program to every contest you
run
5. Promote using all channels
6. Keep it simple
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50. Key Dates for 2012
• Cyber
Monday, Nov. 26th
– 69 Days Away
• Christmas Day –
Tuesday
– 98 Days Away
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51. Takeaways for Deal Stores
1. Start early and plan ahead
2. Pitch multiple deals to your advertisers
3. Get in the holiday spirit & refresh your site & email with
holiday flair
4. Strive to have a good mix of deals
5. Bundle in bonus promotion in your media to secure bigger
merchants
6. Run a holiday sales contests
7. Use “stores” to expand & diversify your deal lineup – now
and throughout the year
#secondstreet

52. Questions?
Matt Chaney Julie Foley Tim D’Avis Keely Byars
Dir. of Affiliate Success Dir. of Affiliate Success Director of Digital Media General Manager –
- Deadline Deals - UPICKEM Lee Enterprises & Quad-Cities Times
Quad-Cities Times
#secondstreet