Your SlideShare is downloading. ×
Granite Broadcasting Presentation 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Granite Broadcasting Presentation 2013

191
views

Published on

Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.

Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
191
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Gordon: The history of promotions.
  • Gordon. This is not just online, everything is involved. If you look at internet & digital media, has utility to support advertising package.
  • Gordon
  • Different order
  • Football
  • Should you be sitting in the corner? Do you have 80% of your
  • Provide additional guidance on how they can make $$$ from the databases they’ve developed using our platform – and how to leverage this database with others they have.
  • Email is center of successful revenue plan overall.
  • Promotional giveaways to drive email sign-ups Company: The Washington Post & The Capitol Deal Deal Partner: Papa John’s Offer: Free Large One-Topping Pizza and Delivery Contest : Win Pizza for a Year Pizza Promotion Goals Increase email subscriber list for The Capitol Deal Raise trial and awareness of PapaJohns.com Generate Buzz for The Capital Deal in a crowded deals market
  • Pizza Promotion Schedule The Washington Post used all internal and external channels to promote the offer Washington Post and Express Subway papers wrapped first day of promotion 750,000 emails FB and Google PPC Buy Twitter push PR Push Pizza Promotion Execution Deal ran for three days Promotion leveraged both deals and contests. Social Boost was a difference maker: Rewarded users for sharing with bonus entries After submission they are given referral link Configurable where X referrals gets them X bonus entries
  • Revenue growth Target a new audience Engage an existing audience Target a niche audience Increase your per deal revenue
  • Full Promotions Team: Marketing Sales Editorial/Newsroom/Promotions Manager IT Support Corporate Level Local Level Local Committee Level
  • Your Plan becomes your advertiser’s marketing plan And puts you at the center of it
  • The more promotions you run. The more emails Virtuous circle
  • Prize: 5 $500 gift cards valid at 3 luxury malls Sole intention of building our Deals Facebook following. Over five weeks leading up to the holiday season, we gave away five $500 gift cards valid at three local luxury malls. We promoted the contest on Facebook, with CTA banners on our Deals website and in our daily Deals newsletters, and in weekly dedicated email blasts to our Deals subscribers. The results were amazing…(next slide)
  • Not only do contests work for advertisers, they work for your media property UT San Diego was featured on our first webinar last week Contesting is something they believe in because of the results it brings This was the result of a Holiday gift card giveaway They do a fantastic job
  • One umbrella a week for a month Announce winners on the news – growing online and on air audience!
  • Photo, video, mp3, etc
  • Missing brackets
  • Taco Bell, Pizza Hut and Wing Street
  • Pick the right contests Create a list of special sections and events you are already producing in as well as special events that happen in your community
  • Pick the right contets Keep in mind the Top 10 Contest Ideas when determining what kind of contests should fill up your contest calendar These should be your go-to contest types It doesn’t mean you have to limit yourself, but these are the tried and true
  • Emily 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • Emily Client’s say “I can run a contest on my own” Comment on your wall to win doesn’t require a Like It doesn’t actually achieve your goals 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • Emily 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • Emily They are the #1 way to grow your Likes
  • Emily This is just one graph from an advertiser contest, Reginelli’s Pizzeria, which will look more closely at in just a little bit You can see the flatline of the graph, the organic growth See that spike? That is when the contest was activated This kind of graph is what we see over and over again
  • Emily You can also leverage Facebook to convert those fans into something you own, your email database
  • Emily This is a great example of an advertiser contest for Duke’s Chowder House They provided an incentive to opt-in – a Buy 1 Get 1 Free meal coupon – if you joined the email database As a result, their opt-in rate was very high
  • Emily Another really important aspect of contesting is what it does for your engagement Everyone is always talking about “engagement” – well what does that mean?
  • Emily Again these graphs speak for themselves – you can see a big spike of activity when the contest launched for Reginelli’s What we’re looking at is metric called “People Talking About This” which literally means people on Facebook who are interacting with your page
  • Emily Again these graphs speak for themselves – you can see a big spike of activity when the contest launched for Reginelli’s What we’re looking at is metric called “People Talking About This” which literally means people on Facebook who are interacting with your page
  • Emily According to a recent study by Manta BIG potential. What is your primary goal in using social media? #1 is Acquiring and Engaging new customers: 36% Facebook contests are the best way to get new fans Facebook contests are the best way to get new leads
  • Matt Now that we’ve got an understanding of the opportunity, let’s talk about how to capitalize on it!
  • Matt – While sponsored contests make a lot of sense and align with the way sponsors are traditionally sold into promotions, there is an emerging category called Advertiser contests, contests that run on their pages, as opposed to sponsored contests that run on your media property’s page. I know you’ve worked closely with Katie Wilson from the Quad City Times, Emily. Emily – Yes I have! I absolutely love sharing the success The Quad-City Times has been having. Think your magazine can’t make money from contests? Think your magazine can’t sell digital?This is a 50 k circ paper in IA generating 10s of thousands of dollars per Facebook contest in IOWA. I’m not knocking Iowa, that is where my husband is from! But if THEY can do it, you can do it They use 2 different kinds of models, a really unique approach that I haven’t seen many folks doing yet They do shared contests, where multiple advertisers participate in the same promotion And exclusive advertiser contests, where only one advertiser is featured
  • Emily Exclusive can run anywhere from $4-7 depending on the amount of promotion Brand new business when this contest started
  • Matt – what do you think are the biggest drivers in making these promotions successful and how are they able to charge more for exclusive contests? Emily Exclusivity – definitely paying a premium for that You’ll note that had 2 emails here – why is that so important?
  • Matt Advertiser Contests
  • How do we graphically explain this?
  • WAYS TO MAKE MONEY WITH VOTER’S CHOICE • Upgraded Listings • Ballot Sponsorships • Print Issue or On-Air Special • Live Event • Deals Store Look to the following pages for a breakdown of each. ★ Remember - these models can also be combined to maximize your revenue. A single ballot could incorporate upgraded listings, category sponsorships, preview and winners special sections,
  • Nathan Holiday-themed deals ran from 12/3 – 12/25 – “Last Minute Gifts” theme Reps were already pitching holiday print packages Nathan made sure they had info for holiday/store If they bought a print ad, include a deal Or if you don’t want to spend dollars on advertisers, then deals make sense Revenue per deal during time of the store increased 47% vs. 2012 average ($1097 vs $748) Review last year’s sales from print section, look to see who is inactive now or who bought last year Nathan pulls newspaper from last year (two months in advance of the month) Looking at what advertisers were promoting at the time and see what makes a great ad Target – anything that would make a good gift – “Would you give this as a gift?” Retail is a tricky category – focus on something better tied to the store
  • -multi offer ‘ punchcards ’ for multiple merchants -great high price point allows you to group similar businesses together to give customers a great value $99-$150 on average per card, straight trade -encourage repeat business and also gives customers opportunity to try new businesses -Multi Merchant cards are great for golf or ski deals -Single Merchant cards are ideal for spas – include several treatments for one great, upscale spa – this will encourage repeat business and grow loyalty -Choose between printed/mailed redemption OR digital/mobile redemption for each campaign you run
  • Weekdays + after noon on weekends “ Local” season instead of peak season Depending on the market, you could multiple cards per year 1 salesperson to focus on it; give to junior rep Golf courses - no regular spenders; new revenue $99+ Limited inventory – they commit to x number of rounds of golf per course Valid through the season – launch in April valid thru September BIG promotional package – sports-focused content; golf programing is ideal; golf special section Golf is a sharable deal – people don’t golf alone Round of golf costs them nothing – upsell on cart Trade deal (unless a single course – that’s a revshare)
  • This model has been proven to work in markets large and small 23 week pro football pickem contest
  • 30 sponsors! Sponsor photo printed weekly with latest picks and performance to-date in the contest promo/ad section Sponsors love to be VIPs in their community. Love the PRINT exposure they get for 23 weeks and love the notion of an online contest that drives local readers back to make picks week after week.
  • So many sponsors that the paper went from a double truck each week to a FOUR PAGE PULLOUT each week. For 23 weeks. Tied back in with the contest that was running online.
  • Why do you have the advantage? Your ability to integrate an online solution with a print solution allows this to become a $100k solution The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate. This is a Truly integrated contest that marries the value of online and and the power of print. Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print. Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad. Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage. So lets take a look at another one. $100k in revenue Secured 30 sponsors & advertisers Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
  • Sponsored by Second National Bank, Local Ford Dealer & the Great Darke County Fair Community sees contest as integral part of the fair We have been running the Fair Photo Cover Contest for three years now, It began when we were trying to come up with some good contests; it just made sense and gave us a local focus. Since that first year, entries have doubled.
  • Because the contest is so popular, it is very easy to find sponsors. We focus on banks, local restaurants, grocery stores, and locally owned and operated small businesses. During the fair, people come to our booth just to pick up the magazine and flip through the photos from this year’s contest.
  • By this point, due to the Fair Photo Cover Contest and our extensive coverage of Fair Week events, the community sees us as an integral part of the fair. Even the Fair Board has started to look to us for ideas about how to successfully promote and manage fair giveaways! We’re certainly looking forward to next year’s Fair Photo Cover Contest. 100k in rev Its an unfair advantage. You’ve got it. So lets take a look at another one
  • This is a ballot promotion – a Best Of or Readers Choice. Historically these have been a print only promotion. Something that has been voted on strictly in print and requires hand counting of ballots and votes to determine winners.
  • Running these promotions digitally allows you to take what you’re already doing and make it better, faster and easier – allowing you to do more of these promotions and make even more money! Easily vote and write-in Allows you to combine digital sales with upgraded listings and ballot sponsorships with your popular print special section!
  • Examples of print ads that were sold in preview and Thank you special sections.
  • This years results? Print sales up 35% in the preview “Vote for me” special section, DOUBLE the votes in the online ballot and print sales up 10% in the wrap up Winners special section. Combined revenue of $110k of print and online sales for this ballot in 2013 – the largest attendance at the Awards Ceremony Event. $110k. Its an unfair advange that print has over every other medium. So lets take a look at another one!
  • Launched Sept 3 rd – go online and check it out! 2nd year of holiday best of Best ofs work really well and they needed more of these types of promotions on their calendar 19 counties in their footprints – huge market area. lots of boutiques - SMBs Needed something for holidays to tap into these retailers Also needed to breathe new life into their Holiday Gift Guide published in early Nov
  • The holiday gift guide has Editorial around Shopping , Entertaining , Events , Parties, Decorating , Recipes and they wanted a way to crowd source some of that information to make the print piece more exciting. Created this LOCAL shopping ballot Voting Categories Shopping Local Bargain Hunting Specialty Shopping Holiday Décor Holiday Pampering Holiday Entertaining 39 subcategories For Voters To Tell Us Who’s The BEST What’s new this year: Mobile friendly Faster vote tabulation and voter tracking Ability to offer enhanced listings to grow Social Media audience and drive website traffic Collecting opt-ins for deals program
  • Using all assets to promote this ballot In Print and on roanoke.com – including their blog – lots of homepage promotion – even have a “best of” link in top nav!  Facebook and Twitter , Pintrest  Lots of Email  A2 mentions by news  Paid Social Push AND Digital Billboards
  • Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
  • Several of their papers that participated in this promotion.
  • It was a fabulous deal . Indoor waterparks are very popular in our area. And 50% off of family fun on this scale was very attractive We were a flexible partner and we able to offer them aggressive print and rich media promotional consideration We were able to have them send an email on to their database of customers John Rung the prez of Shaw Media getting in his bathing suit to make this deal happen!
  • Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
  • RECEPTION: http://youtu.be/Xnsfc7IruJU PROMO: http://youtu.be/8bw9Gv5wcQg
  • Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
  • Player of the Week Sponsor Details Sponsor logo on shared weekly promos (category exclusive). Airs min. 20x per week on WJHG, CW, and My 7 Logo and Audio Mention During Player of the Week Segment 1x ad (160x240) with click through on the FNO Bracket Contest at WJHG.com 40,000 Impressions per month on WJHG.com (3 display sizes 510x60, 160x600, 300x250) Logo Inclusion on shirts worn by Photography Staff while shooting games Exclusive logo on 1/3 of the souvenir footballs to be thrown at weekly games (approx. 20 per game) Sponsor to provide weekly prize for Online Bracket giveaway and weekly plaque for Player of the Week winner 1x :30 Commercial Spot During FNO Broadcast for the duration of the season Score Board Sponsor Details Sponsor logo on shared weekly promos (category exclusive). Airs min. 20x per week on WJHG, CW, and My 7 1x (160x240) ad with click through on the Friday Night Overtime Bracket Contest at WJHG.com 40,000 Impressions per month on WJHG.com (3 display sizes 510x60, 160x600, 300x250) Logo Inclusion on shirts worn by Photography Staff while shooting games Exclusive logo on 1/3 of the souvenir footballs to be thrown at weekly games (approx. 20 per game) Sponsor to provide weekly prize for Online Bracket giveaway
  • Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
  • Other mediums have strenghs as well. Look at this example of TV and a VIDEO contest. A Lip Dub is a video shot in one continuous take where everyone is lip syncing. They open this up to area high schools and offer a $10k prize. They sold PRE ROLL before each video. So there are places where broadcast has an advantage But more often than not – its Newspapers who have the advantage when combining their core product with their online promotion.
  • Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
  • Gordon: The history of promotions.
  • Gordon
  • Transcript

    • 1. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE HOW TO BE SUCCESSFUL WITH ONLINE PROMOTIONS
    • 2. Our Partners 3,000 media companies
    • 3. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift
    • 4. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, businessesIn 2012, businesses spent 6%spent 6% lessless onon advertising than theyadvertising than they had a decade earlier.had a decade earlier. Ad Spending is Declining
    • 5. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, theyIn 2012, they spent 88%spent 88% moremore onon promotions than theypromotions than they had a decade earlier.had a decade earlier. Promotions are Increasing
    • 6. Source: Borrell Associates, Inc. 2013
    • 7. Why Online Promotions? Source: Borrell Associates InBillions
    • 8. What We Offer
    • 9. Play Anywhere
    • 10. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE More than just a software platform
    • 11. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE AFFILIATE SUCCESS
    • 12. Webinars
    • 13. Playbooks
    • 14. secondstreetlab.comsecondstreetlab.com
    • 15. Weekly Stadium Trainings • PLAN-IT 365 • Deals Sales Training • Admin Trainings
    • 16. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Promotions start with email
    • 17. Email + Promotions
    • 18. Intersection of Promotions
    • 19. Deals Revenue from Email 66%
    • 20. Email List Size & Revenue Impact 513 Sold
    • 21. Deals: A Tale of Two Cities
    • 22. Deals: A Tale of Two Cities
    • 23. Impact of Email On Contests
    • 24. ContestsContests DealsDeals Email: Center of Revenue Plan Direct Marketing Direct Marketing Email Ads Email Ads
    • 25. Quad-City Times to Make $3MM w/ Email
    • 26. Email + Promotions
    • 27. “Every touch point with a consumer is an opportunity to capture an email.” - Tim D’Avis, Digital Director, Quad-City Times and Director of Digital Media, Lee Enterprises
    • 28. Email Growth: Next Steps
    • 29. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE PIZZA PROMOTION TAKES D.C. BY STORM
    • 30. The Washington Post
    • 31. The Washington Post • 1 in 4 entries came via Social Boost • 750,000 emails • Papa John’s trended on Twitter
    • 32. The Washington Post • Pizza Promotion Results – 132K pizzas were claimed – 65% of participants became NEW Daily Deal subscribers – 25% of claimed pizzas came through Social Boost
    • 33. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Granite Plan
    • 34. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 1. Get Organized.
    • 35. Set a Revenue Goal
    • 36. Put a Team Together
    • 37. Create a Calendar
    • 38. Stores & Cards Free Deals & Credits Contests Sweepstakes January Free Deal Kids Whole New You Sweeps February Store: Valentine’s Day March Basketball Spring Break Sweeps April Card: Golf Card Mother’s Day Contest May Promo Code: Inactive Buyers Golf Sweeps June Father’s Day Contest July Store: Summer Fun Pets August Free Deal Summer Fun Sweeps September Card: Spa Card Football (Sept-Feb) October Best of Contest Best Of Sweeps (give away one of everything in store) November Promo Code: Inactive Buyers Holiday Shopping Sweeps December Store: Cyber Monday/Holiday Store
    • 39. Sponsored Contests: GateHouse Media
    • 40. Your Advertiser’s Marketing Plan
    • 41. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 2. Run Contests to Build Your Database.
    • 42. The Impact of Email
    • 43. Case Study: U-T San Diego
    • 44. Grow Database with Contests
    • 45. This contest had amazing results in terms of online entries – over 57,000 submissions in 8 weeks! It shows how much our readers love to engage with the newspaper and how many are willing to pick it up to enter a contest.” - Christina Chan, Sales Promotion Supervisor  57,359 Entries  32,691 Opt-ins  27,591 Advertiser Opt-ins “ Case Study: Toronto Sun
    • 46. Sweepstakes 17,361 Entries 12,294 opt-ins 71% opt-in rate! Umbrella Giveaway WSAZ | Charleston, WV WSAZ runs this contest every year and our audience loves it. We are able drive traffic to our site and grow our email list with this big promotion and every year its better than ever!” “ - Jack Deakin, Digital Sales Manager
    • 47. Social Boost • Reward players • Referrals can drive 25% more entries!
    • 48. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 3. Run Sponsored Contests.
    • 49. Second Street Managed Contests Sport s Pro Football Season Pro Football Big Game Golf Auto Racing Pro Basketball College Basketball Pro Hockey Movie Awards Music Awards Television Awards College Football BowlCollege Football Season Awards Shows
    • 50. Contest Types Available Photo Video MP3 Essay Sweepstakes Multiple Choice Embedded Media Two Photos
    • 51. Template Contests Cutest Kids Mother’s Day Halloween Cutest Couple Holiday Sweepstakes Cutest Pets Father’s Day
    • 52. Case study: WKYT 2012 Results • Earned $40,000 • Four sponsors • Attracted 10,500 players • Promoted both upfront and round by round challenge • Expect to increase revenue significantly in 2013
    • 53. Kids & Babies Cutest Baby Contest Canton Repository | Canton, Ohio The sponsors loved the amount of exposure they received through our abundant promotional efforts and the ad space they received as part of the promotion.” - Maureen Ater, Marketing Executive  $16,500  Facebook Optimized “
    • 54. Couples 2013 Cutest Couple Contest The Signal | Santa Clarita, California This contest helped us start a relationship with a key player in our community that wasn’t interested in ‘traditional’ local advertising. Since the contest, our partnership with the mall has continued to grow.” - Vince Johnson, Chief Multimedia Officer“
    • 55. Talent The FOX 50 Lip Dub Project WRAZ-TV | Durham, North Carolina We really want to tap into the local creative community, create teamwork between students and teachers, and make money in the process. It’s a lot of work, but a lot of fun at the same time!” - Kevin Kolbe, Creative Services Director “
    • 56. Pets Cutest Pet Photo Contest U-T San Diego | San Diego, California The Cutest Pet Photo Contest successfully brought together our audience’s love for cute pet photos, a key sponsor’s love for dogs, and a brand-new print special section focused on pets.” - Jennifer Balanky, Content & Community Manager  $30,000 in Revenue  2,592 U-T Opt-ins  299 Advertiser Opt-ins  734 Entries “
    • 57. Mother’s Day & Father’s Day Father’s Day Grooming Makeover Radio One | Nationally Syndicated  Exclusive Sponsor  $10,000 in Revenue
    • 58. 2010 Results •Earned $42,000 in revenue! •Four sponsors (category exclusive) •Integrated with weekly high school highlights programming Local Sports
    • 59. Halloween Cutest Costume Contest Daily Advocate | Greenville, Ohio Contests like this really push friends and families to step up and register to vote. Each year the contest participation has grown and sponsors are eager to get on board, so we must be doing something right!” - Clinton Randall, Webmaster  1,536 Registered Users  $500 Prize Package  Facebook & Mobile Optimized “
    • 60. Holiday Holiday Lights Contest The Signal | Santa Clarita, California After promoting this contest, we got a call from the Travel Channel asking if they could feature our contest on one of their Christmas specials. They followed us on our ‘Holiday Lights’ tour, when we travel to participating houses and neighborhoods and spend time with community members.” - Vince Johnson, Chief Multimedia Officer “
    • 61. Makeover Win Your Own Man Cave The Day | New London, Connecticut This contest led to great exposure for the sponsors, and also showed off a type of room that was a new market for all of them.”  $12,000 in Revenue  614 Opt-ins “
    • 62. Fishing & Hunting Show Us Your Whitetail WQSB-FM | Albertville, Alabama This contest had good results. We plan to repeat the promotion next year.” - Ted McCreless, Advertising Sales Manager  8 Sponsors  $10,560 in Revenue  193 Submissions “
    • 63. Memorable Moments Scott’s Backyard Barbecue WROC-TV | Rochester, New York We’ve been doing this contest for about 5 years now, and it sells out every year.” - Don Killion, eMedia Manager  $10,000 in Revenue  52 Registered Users “
    • 64. Wedding Lake Lanier Islands Dream Wedding WSB-FM | Atlanta, Georgia The sponsor had the top 50 couples attend a party at the resort to showcase how they do weddings. As a result they have booked 10 weddings to date, including one of the 3 finalists who didn’t win the dream wedding!” - Sara Rethinger, Media Consultant “
    • 65. Align Promotions with Special Sections
    • 66. Top 10 Contest Ideas Time of Year Kids/Babies Year Round Custom Sports Year Round Sweepstakes Year Round Couples Holiday Specific  Talent Year Round Pets Year Round Mother’s Day and Father’s Day Holiday Specific Goodwill Year Round Halloween October  Advertiser Year Round
    • 67. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 4. Run Advertiser Contests.
    • 68. Advertiser Contests What is the difference between running a contest on Facebook and an “agency model” Facebook contest?
    • 69. Benefits of Running a Facebook Contest With An App New fans Referral features; increased shares New email addresses Thank You offer redemption Qualified leads Increased engagement (PTA)
    • 70. What is a facebook contest? Contest App
    • 71. What is a facebook contest? Like-gate; Must ‘Like’ your Page to enter
    • 72. What is a facebook contest? Entry form visible after they “Like” the Page
    • 73. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Likes
    • 74. Advertiser contest
    • 75. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Database
    • 76. Grow database
    • 77. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Engagement
    • 78. Grow engagement
    • 79. Grow engagement
    • 80. Source: Manta Facebook contest opportunity! Facebook contest opportunity! The facebook opportunity
    • 81. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE How to monetize facebook
    • 82. Katie Wilson Digital Advertising Director Featured case study
    • 83. exclusive contests $4,000 Revenue
    • 84. Exclusive contest Package 2 Week Campaign Contest setup on your Facebook Page Like-Gate Opt-in for Email Database 1 Full Page Ad 1 Full Color Front Page Strip Ad Email to 80k members (x2) Web Display Ads (100k impressions ROS) Homepage takeover Table Tents Total cost: $4,000
    • 85. KTUU-TV Anchorage, Alaska  $7,500 in Revenue  300% Increase in Advertiser’s Facebook Likes  1,064 Advertiser Opt- ins Guess Anchorage’s First Snowfall
    • 86. Advertiser Contest Model: Entercom
    • 87. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 5. Run a Metro Ballot.
    • 88. #voterschoice
    • 89. “Last year, we had 20,000 votes and it took us over 2 weeks to count. This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.” - Len Egdish, Naples Daily News #voterschoice
    • 90. Voter’s Choice Revenue Opportunities
    • 91. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 6. Run Niche Ballots.
    • 92. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 7. Run Deals
    • 93. Featured Deals Wally Park News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington  $62,202 in Revenue  $7 for $14.95 deal
    • 94. Killeen Daily Herald Holiday Deals Stores $16K+ Revenue from holiday deals $16K+ Revenue from holiday deals 47% Jump in average per deal revenue during holidays 47% Jump in average per deal revenue during holidays
    • 95. Deal Cards Multi-Merchant or Single-Merchant High Price Point + Great Value Choose your fulfillment
    • 96. Golf Punch Cards • UpNorthLive.com – Traverse City, MI – NBC/ABC Station – DMA 119 • Multi-course cards • 1 Round per Course • Big promotional package • $99 per card Over $175K & Growing This Year
    • 97. Takeaways for Elements of a Great Deal Make Deal Quality a Priority Review the Top Performing Sub-Categories Know Which Categories are Evergreen Use the Deal Quality Checklist
    • 98. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 8. Promotions + Traditional Media
    • 99. Pro Football Contest The State Journal-Register Springfield, IL 50,000 circulation
    • 100. Pro Football Contest VIP picker photo printed weekly
    • 101. Pro Football Contest Four page pullout for 23 weeks
    • 102. • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs Pro Football Contest Result: $100K in revenue Result: $100K in revenue
    • 103. The Daily Advocate Greenville, Ohio 7,000 circulation Fair Photo Cover Contest
    • 104. Fair Photo Cover Contest Contest photos printed alongside ads
    • 105. Fair Photo Cover Contest Contest and magazine seen as integral part of the fair Result: $100K in revenue Result: $100K in revenue
    • 106. Metro Ballot The Naples Daily News Naples, FL 61,000 circulation
    • 107. Metro Ballot
    • 108. Metro Ballot Coupon driving foot traffic Call to Action + QR Code
    • 109. Metro Ballot Print sales were up 35% in 2013! Result: $110K in revenue Result: $110K in revenue
    • 110. Niche Ballot The Roanoke Times Roanoke, VA 90,000 circulation
    • 111. Niche Ballot
    • 112. Niche Ballot Integrated promotional plan
    • 113. Niche Ballot Result: $50K in revenue Result: $50K in revenue
    • 114. Shaw Suburban Media Dixon, IL Group-wide deal Deal
    • 115. Deal Aggressive PRINT promotion Aggressive PRINT promotion
    • 116. Niche Ballot Result: $178K in revenue Result: $178K in revenue
    • 117. Choosing the Right Contests
    • 118. Niche Ballot Result: $70K in revenue Result: $70K in revenue
    • 119. 2010 Results •Earned $42,000 in revenue! •Four sponsors (category exclusive) •Integrated with weekly high school highlights programming WJHG-TV
    • 120. Program Details •Player of the week sponsor •Score Board sponsor •14 week integrated on air and online campaign WJHG-TV
    • 121. Keys to Success • Heavy promotion on air and online • Integrating with Friday Night Overtime program • Local weekly and national prizes • Custom game to attract local attention • Multiple sponsorship levels and category exclusivity WJHG-TV
    • 122. Niche Ballot Result: $45K in revenue Result: $45K in revenue
    • 123. Video Contest WRAZ Raleigh, NC DMA 24
    • 124. Niche Ballot Result: $200K in revenue Result: $200K in revenue
    • 125. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift
    • 126. Why Online Promotions? Source: Borrell Associates InBillions