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How to Sell Father's Day Promotions
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How to Sell Father's Day Promotions


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  • Need a song to help celebrate/promote Fathers' Day? Get a free download of the new classic Fathers' Day song, 'My Dad's a Bear' by The Hopper Brothers. You can listen to and download the song at Check out the whole album -- with free songs to promotoe all the holidays. email:
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  • Julie
  • You can tweet tooWe will be tweeting relevant stories using that hashtagFollow us to take informed and get bonus materials
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  • Julie
  • Top Five Deal Store$117 spending on dad vs. $152 on mom 85 mm moms vs. 70.1 dads
  • Still below mother’s day but on the riseMother’s day - $152
  • Including deals that might not be able to stand on their Good for advertisersNo out of pocket cost and no risk as usualReceive a lot of additional print & digital promotionGood for customersLots of local deals & big discounts to choose fromCreates a shopping mall & browsing experience
  • Look for dips in revenueLook at your promotions calendar
  • Seven stores over $10K mark – average Father’s Day store – $10KHalf tied to a holiday or specific seasonHalf evergreenLots of good ideas. All of these are solid choices.#10 is going to be a lot higher on this chart in 2013. Seeing lots of sites experiment with this. Look for an upcoming article on two great examples on the SS Lab.
  • Retail: Hobby/Sports – outdoor shops, Ace Hardware, camera shops, golfRetail: Garden – nurseries, greenhousesGolf
  • Give dad a great experienceGetaway with Mom; keep it drivable; you may have to bend some on restrictions to get these but the pay off is worthRoller skate rink, adventure parks, raceways – celebrate dad as a group – Kelly’s family and paintballTake dad to a local sports event; ticketed events are great deals as a way to kick-off sales or as a way to clear out unsold tickets; food/merchHelp dad try that thing she always wanted to learn – golf lessons, flying fishing, or bowling lessons; better to have a full class than having instructors only teaching to a small groupWineries – this is a personal favorite; these make great gifts – a wine tasting tour or discounts at the winery shop; appeals to that more affluent audience media reachGolf – in season; whether dad goes with the guys or mom or as a family; these are great deals – may get some extra sales from guys also wanting to play (one for them one for mom)Everything from portraits of the kids or your favorite family photo on canvas; these make great deals for a store but probably don’t stand alone wellRetail: Food – butcher shops, specialty foods, Edible Arrangements, bakeriesRecreation – zip line, hot air balloon ride – for the adventurous dad
  • It isn’t just woman buying giftsGuys will shop for their daughters, sisters, moms – even themselves!Don’t forget – 67% of your buyers are women, so position your promotions with them in mind; they’re looking for ideas!Healthy deal mix Over $100K in gifts given since November
  • Min. of 7-10 dealssome experimentation requiredNursery Deal + National Deal for Garden ToolsHave a deadline – a site was already telling us they’re selling Q3!
  • 27K circulation Meridian, CT
  • Good amount of offersTop Deal – Steamed Cheeseburgers: something very unique to CT; great local winMost interesting deal: brewery tour 1hour+ outside of the market; ran in store and sold 150; on its own only sold 40Mix of categoriesLots of different advertisersStandard promo package for stores – planning them throughout the yearSpadeaPeel ad online/takeoverMarket to other internal listsocialTaste of New Haven – established relationship; keep going back to them for more$506.97 vs. $665.05
  • Intersection of deals and contest: gave away deal credits3 levels of credits; given out on a monthly basisGreat way to keep them buying
  • Every store has a one-sheet cheat sheet and DECK for the reps: deadlines, key stats for holiday spending, promotional package and value! Targets. Keeps them focused and informedTop Deal: Round of Golf + Cart Creating a shopping environment – lots of deal types but nothing gets in that doesn’t fit the themeMost interesting deal and a successful one – Texas Thunder Speedway Family Pack: admission, food for fourThese guys are evening planning a direct marketing campaign towards consumers for upcoming mother’s day store – full court press
  • Ran more national deals than local deals yet the local outperformed national by 3xNational deals are a nice supplement – great for gadget accessories: who knew you could sell so many phone gloves!Store are a great opportunity to rerun past popular deals that you know are proven winners – line up multiple deals throughout the yearEstablish that relationship and keep going back – just like Record Journal with Taste of New Haven ToursNot about quantity – quality
  • Don’t expect a bad deal to perform better because it is in a store – don’t use filler deals
  • If you’re looking to drive rev in june or tie in with these great father day deal stores you may be running then a contest is a great way to do that!
  • We are offering the contest template to all UPICKEM partnersIf its important for you to have a contest that stands out or is truly unique you may consider developing:
  • Springfield MODMA Rank 75
  • Which advertisers did you target? We went after Andy's Frozen Custard, which is a Springfield icon (much like Ted Drew's in St. Louis). Very well known, and very family oriented.How many sponsors did you have? One Exclusive sponsorWere any of those you sold the contest to advertisers you had previously worked with? If so, how much more were you able to get from that advertiser than you had previously? Andy's is a regular digital client of ours, and this was all incremental revenue...$2,500 (digital only).What was the advertising package the sponsor received? See attachmentHow did you promote? How did you include the sponsor in the contest promotion? TV promos, e-mail blasts (55K in the list!), online banners (100k imps expanding banner ads, 3 days of home page pencil drop down), mobile banners (mobile weather ad), social media posts. Opt in on registration page. Sponsor received logo branding on all promotional items, and received full branding on the contest page, including links to social media, contest added to sponsors fb page with like gate, link to sponsors website,What was your goal with the contest? To generate incremental digital revenue, grow digital audience, increase our promotional data base, and engage our site visitors with a fun, seasonally relevant contest.What have you learned and what would you do differently next time. We are considering opening the contest up for additional sponsors. 7. How much revenue did the contest generate? What other results can you share (i.e. pageviews, advertiser reactions, etc)? $2,500, 163 photo submissions, 1,398 users, 2,545 votesGrand Prize – A Free Andy’s Concrete every week for a year. •Runner up - $100 Andy’s Gift Card •2nd Runner Up $50 Andy’s Gift Card •Consolation Prize – Everyone who enters gets a free Sundae and Cone
  • Vestal, NYDMA Rank 157
  • Advertisers they targeted:- Sports and outdoor equipment retailers- Gifts- Bars and restaurants- Home improvement- Car detailing services and automotive- Travel getaway- Computer and Electronics- BBQ and grilling- Furniture- Liquor store- Butcher / Meat- Golf course- ClothingGrocery storeSponsor package:TV Promo schedule – logo on minimum of 100 promo spots on both fox 40 and my8TV spots on my8Online ads on all contest pagesLogo on all contest emailsContest added to your fb page with a like gateOpt in on registration page
  • Syndicated morning show. Operated by Radio OnePost a Photo and Give Dad Back His Swagger!this year, instead of a coffee mug or set of steak knives, help dad reclaim his swagger with a free grooming makeover courtesy of Wahl Clippers.If dad has what it takes—or in this case, needs—he’ll become one of five to receive a new Wahl FadePro Clipper and T-Pro Trimmer, as well as style advice from Wahl Master Barber Ben Phillips.
  • The advertiser was Wahl. They create shaving products. They were 100% new business. Never advertised with Radio One or Interactive One before.I think revenue was 10k total on-air/online.We promoted it online with co-branded banners and using social media accounts (Facebook and Twitter) of affiliates in addition their were some live liners on-air.
  • Classic Rock radio stationIthaca, NYDMA Rank: 81Contest: Submit a photo and tell us why your Dad ROCKS!The radio station knew this contest would resonate with their demographic
  •   Sponsors included: Equipment Rental dealer, Local Sears, Sub/Sandwhich shop and a Meat market. How did you promote? On air, on line and event marketing (cards to hand out at live broadcasts etc.) also some print and at the advertisers locations How did you include the sponsor in the contest promotion? Name, banners with linksPageviews were huge, advertisers were very pleased
  • Been KARKLittle Rock, ARDMA Rank: 56Been running this contest since 2009Family members will enter their fathers in the contest by submitting an essay on
  • Rev: 3-5 thousand dollars. jewelers, home repair, truck accessory stores, oil changes, tennis shoes, Branson Tourism, restaurants, dance instruction studios etc as sponsors over the years. I eblast about all our contests (list is 79k strong!). I place promos on facebook. Our news department may mention it. We usually link it on our contest page and put a story on our website about the contest in our news section. Depending on the sponsorship we typically run TV promos. Winner will win Prize from sponsorsBanners on linking back to your website or a webpage we build that provides more information about your businessAll Banner Positions:728x90300x250Downloadable Wallpaper with LogoYour logo and a link to your website on an eBlast sent to over 79,000 local residentsYour logo and audio mention on TV promo to run on KARK and KARZ (Min. 40x)
  • Thanks to the advent of iOS 6 and Android Jellybean, toward the end of 2012 it finally became possible to upload photo and video directly from a mobile device to the Internet.  mobile photo and video uploading allows for increased flexibility with contesting since users now have the ability to take and upload photo and video on the spot as opposed to having to work through a computer. This gives you the ability to reach your audience where they are.Mobile photo and video uploading is a game-changer for contesting because of the way mobile devices have become integrated with the way people interact with digital media. Nearly half of all American adults (45%) – and a full two-thirds of young adults (66%) – own smartphones and one quarter (25%) own a, is one of the most common activities performed with a smartphone, and 82% of cell phone owners use their phones to take pictures. This ability to take, edit, and immediately upload photos and video lowers significant barriers to contest participation.Take advantage of this newfound versatility to push your contesting program in new directions – just be sure to optimize your contests for mobile Template mobile & tablet version is branded with contest logoCustomize mobile version with sponsor adsPower your mobile strategy!
  • OnlineIn printOn airEmail Social MediaPromote during submission periodPromote when voting beginsPromote winners when they are chosenDigital assets drive digital conversions! EMAIL IS KING OF THIS.
  • Julie
  • Transcript

    • 1. PRESENTERS Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney #promotionslab
    • 2. Questions & Twitter Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to therecording, slide deck, resource center and relevant articles in the promotions lab. #promotionslab
    • 3. Who We Are Increase ROI, Build & Engage Audience #promotionslab
    • 4. #promotionslab
    • 5. Agenda• Father’s Day: By the Numbers• Father’s Day Deal Store Overview• Deal Store Case Study• Father’s Day Contest Overview• Contest Case Studies• Additional Success Tactics• Father’s Day Resources• Q&A Matt Chaney, Affiliate Success #promotionslab
    • 6. Father’s Day –By the Numbers $12.7 70.1 billion Source: National Retail Federation, May 07-12, US Census million spent by Dads consumer June 16, 2013 85% will spend 46 selling same or days left more this year #promotionslab
    • 7. Father’s Day Spending $117.14 $106.49 $90.89 $94.32 2009 2010 2011 2012 #promotionslab
    • 8. DEAL STORES#promotionslab
    • 9. Growth in OnlinePurchases for Father’s Day % of Gifts Bought Online Source: National Retail Federation, BIGinsight Monthly Consumer Survey, May 2012 28% 22% 21% 18% 2009 2010 2011 2012 #promotionslab
    • 10. Why Deal Stores?1. Expand deal offerings2. Run multiple deals from same advertiser3. Target niche audience4. Diversify your deal program marketing5. Grow list & increase revenue! #promotionslab
    • 11. Look for OpportunitiesThroughout the Year Sales Sales Sales Sales Promo! Promo! Promo! Promo! January February March April May June July August September October November December #promotionslab
    • 12. Top Deal Stores1. Holiday/Stocking Stuffer2. Cyber Week3. Golf4. Destinations/Travel5. Father’s Day6. Mother’s Day7. Home Improvement8. Kids/Family9. Summer Adventures/Recreation10.Best Deals of the Year #promotionslab
    • 13. Deal Spending vs.Father’s Day Spending Source: National Retail Federation, BIGinsight Monthly Consumer Survey, May 2012 Top Categories for Father’s Day Average Price Father’s Day Points Spending Dining $12.97 $48.96 Recreation: Golf $40.41 n/a Services: Auto $37.17 $35.95 Retail: Hobby/Sports $21.81 $39.87 Retail: Home & Garden Supplies $21.70 $46.89 #promotionslab
    • 14. Other Categoriesto Consider Category Average Price Regional Travel $126.67 Family Activity Center $35.60 Event: Sports Tickets $30.48 Lessons $46.27 Wineries $35.13 Golf $40.14 Photography $77.10 Attractions/Museums $35.59 Retail: Food $16.31 Recreation/Adventure $45.64 #promotionslab
    • 15. Lots of Gifting Options• Father or Stepfather• Husband• Son• Grandfather• Brother• Friend• Godfather• Other relative Nick Certa, Business Development #promotionslab
    • 16. Traits ofTop Deal Stores Big Promotional push Good variety of categories Include complimentary deals Higher price points Run stores in addition to regular sales efforts Matt Chaney, Affiliate Success Plan months in advance #promotionslab
    • 17. Record Journal –Background Store Details • Deals: 25 • Advertisers: 22 • Schedule: 6/4 – 6/18 Spadea #promotionslab
    • 18. Record Journal –Results % of Deals Offered $13.34 vs. $23.06 Services Average Store Price 4% Beauty 13% Retail 18% Per Deal Revenue Up by 31% Dining 26% Total Gross: Recreation Over $15K 39% #promotionslab
    • 19. Killen Daily Herald -Background Store Details • Deals: 24 • Advertisers: 14 • Schedule: 6/3 – 6/18 #promotionslab
    • 20. Killen Daily Herald -Results Services $18.71 vs. $41.94 13% Beauty 21% Average Price - over 2x Retail 8% Dining Per Deal Revenue 4% Up by 38% Event 4% Recreation Total Gross 50% over $14K! #promotionslab
    • 21. Washington Post -Background Store Details • Deals: 8 • Advertisers: 6 • Schedule: 6/4 – 6/18 #promotionslab
    • 22. Washington Post -Results Average Price - over 3x Revenue Breakdown $26.75 vs. $67.80 Deals were a mix of national and local deals Top Deal: $48 Golf Weekend Package National/Product Deals Local Deals Total Gross over $30K! #promotionslab
    • 23. Deal Store Key Takeaways Target deals with higher price points Use turnkey resources to spice up your site Deal quality remains crucial Plan ahead & do multiple stores throughout the year Have strong promotional package for your store – incl. a CONTEST! #promotionslab
    • 24. FATHER’S DAY CONTEST OVERVIEW Matt Coen, Owner and Co-Founder #PromotionsLab
    • 25. WHY CONTESTS?• Build Audience, Page Views and Brand Awareness• Generate Sponsorship & Ad Revenues• Build User Database for Email Marketing• Grow your Social and Mobile Strategy Allows for you to build contests for Advertisers Julie Foley, Affiliate Success #PromotionsLab
    • 26. TEMPLATE CONTEST OVERVIEW• Contest template that can be locally branded and run on your site• The only submissions that show up are ones from your market• Play Anywhere • Contest is accessible on your website, Facebook, mobile and tablet #PromotionsLab
    • 27. TEMPLATE CONTEST OVERVIEW• Prizes • Local prizes can be added • This is not a national contest • There are no national prizes• Winners • Determined by highest number of votes Kelly Travis (R), Marketing #PromotionsLab
    • 28. TEMPLATE vs. CUSTOMTemplate• Turn-key• Ad templates• Resource Center• Contest creation done for youCustom• Unique• Stands out in your market• Additional “Father’s Day” contest ideas • Daddy’s Day Out (Sweepstakes) • Father-Son Look-alike (Photo) • Why My Dad’s the Best (Essay or Video) • My Dad’s a Hunk! (Photo) Jen Lauck (R), Customer Relations #PromotionsLab
    • 29. CONTEST CASE STUDIES #PromotionsLab
    • 30. CUSTOM CONTEST EXAMPLES #PromotionsLab
    • 31. KY3 #PromotionsLab
    • 32. KY3 1 exclusive sponsor $2,500 digital revenue #PromotionsLab
    • 33. WICZ #PromotionsLab
    • 34. WICZ 6 sponsors $6,000 revenue #PromotionsLab
    • 35. Rickey Smiley Morning Show #PromotionsLab
    • 36. Rickey Smiley Morning Show 1 exclusive sponsor $10,000 revenue #PromotionsLab
    • 37. KARK-TV #PromotionsLab
    • 38. KARK 4 sponsors $5,000 revenue #PromotionsLab
    • 39. BEST PRACTICES #PromotionsLab
    • 40. BEST PRACTICES • Mobile • Facebook • Custom Email Campaign • Secure local prize partners • Run a Father’s Day Deal Store • Promote! #PromotionsLab
    • 41. Why Mobile Uploading is so Important for Contests 45% of 82% of cell American phone owners adults own a use phone to smartphone take pictures Sources: Pew Internet & American Life Project, eMarketer 68% of those 25% of living in American households adults own a earning tablet $75,000 own smartphones #PromotionsLab
    • 42. FACEBOOK• Add to your Facebook page• Add to your sponsor’s Facebook page• Add Like-Gate for both you and your sponsor• Power your social strategy!• Optimize for mobile #PromotionsLab
    • 43. CUSTOM EMAIL CAMPAIGN• Send an initial invite to your promotions database• Customize the “submission received/approved” emails• Customize the “email friends/entry link” email• Send “voting has begun” emails if applicable• Send a results/wrap up email #PromotionsLab
    • 44. IDENTIFY PRIZE PARTNERS• Offer advertising in exchange for each runner-up and grand prizes• Partner with your Deals program to offer credits as prizes• Announce winners on your website, on Facebook & Twitter, through eBlasts, on-air or in print #PromotionsLab
    • 45. RUN A DEALS STORE• Cross Promote• Offer a special code• Offer credits as prizes• Offer one of everything in the store as grand prize #PromotionsLab
    • 46. PROMOTE #PromotionsLab
    • 47. FATHER’S DAY CONTEST KEY TAKEAWAYS • Sell a sponsorship • Add you opt-ins • Sell a multimedia package • If using Facebook version make sure you Jack Rosenzweig, Product optimize for mobile users • Use template resources • Combine with a Father’s Day Deal Store Phil Mattson, Systems #PromotionsLab
    • 48. RESOURCES• Branded Father’s Day contest• Deals Store creative• Print & web promo ads• Advertisers to consider• Sales PPT deck• User Manual & FAQs Liz Crider, Affiliate Success Neil Steinbach, Affiliate Success #PromotionsLab
    • 49. Q&A Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney #PromotionsLab