How to Sell Valentine's Day Promotions

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Valentine’s Day, which accounts for 8% of annual holiday spending in the United States, is a major gift-giving holiday and thus the perfect opportunity to run some revenue-generating online promotions.

For lots of details about how to plan and sell Valentine’s Day promotions and a few success stories, watch a recording of the webinar or read our top takeaways:

http://secondstreetlab.com/2012/12/how-to-sell-valentines-day-promotions/

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  • Julie
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  • Julie
  • Valentine’s Day, Singles Awareness Day, Hallmark Day — whatever you like to call it, February 14 is almost upon us. A day of love and frustration, of proposals and breakups. A day of jewelry and candy and unmet expectations. Exalted by some, loathed by others, but inevitable to all. 
  • 42 selling days51% of gifts will be candy – BORING; I know it wouldn’t fly in my house.
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  • PROMO: http://www.wgntv.com/videogallery/67465191/Contests/Cutest-Couple-Contest $10K for this contestHave done $50-$70k for wedding contests!!
  • Five figure revenue
  • $1500-$2500
  • 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
  • Other family member was a bit of a surpriseAll of these lend themselves to GIFTING – make it a regular part of your promotions, esp. for stores
  • Don’t be afraid to test higher price pints
  • Gender Breakdown 1/2011 - 8/2012 – year and half of data
  • Staycation/getaway - focus on drivable distances and work directly with the properties, if you canJewelry – One of the only times I would really recommend it; what we’ve seen work best deals on specific products; a cash deal that only gets you part of a purchase is a turn off Photography: couple pictures; framed photo on canvas; photo shoot for the kids as a giftLesson: Dancing or Horseback Riding; something to enjoy as a coupleSpa Treatments: again look for couples massages or something extra/unique – special package; this will appeal to your advertiser since they’re higher price/higher margin services and expose these services to new people; but a simple one-hour massage deal is never a bad thing!Events – Think theater shows or dinner theater; great example – NYDN has an advertiser that does themed cruises throughout the year, so they’re always a great store option; always lock up great advertisers with multiple deal contracts – stores can help ensure you have a deep bench of deals for for the whole year, so plan ahead!Floral – We know roses are off the table, but approach your local florist with a deal on pre-arranged sets or other specific flowers that can be just as romantic; give them a chance to showcase another productDining is a no-brainer; many restaurants prefer to offer a pre-fixe dinner with a bottle of wine, which is cheap for them to includeAdventure!!!!! Hot air balloon rides
  • $21K Deal Store Only$37,079 Total for WeekTypical week $22KHeavy Use of Denominations featureTop Deal: Mexican Restaurant $10 for $20 – over $5KMost Unique Deal: Tattoo parlorOther notable deals:-lingerie shop $1,486-social dancing (learn to dance) - $1,343-cookies (heart shaped) $1,326-massage deal – hydrobed 10 visits for $10 ($1,475)
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  • How to Sell Valentine's Day Promotions

    1. 1. Valentine’s Day 2013 Valentine’s Day Promotions
    2. 2. Presenters Julie Foley Director of Affiliate Contesting Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney Valentine’s Day Promotions
    3. 3. How to Ask Questions Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #secondstreet Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. Valentine’s Day Promotions
    4. 4. Who We Are Increase ROI, Build & Engage Audience Valentine’s Day Promotions
    5. 5. Agenda• Valentine’s Day: By the Numbers• Cutest Couple Contest Overview• Contest Case Studies• Valentine’s Day Deal Store Overview• Deal Store Case Study• Valentine’s Day Resources• Q&A Matt Chaney, Affiliate Success Valentine’s Day Promotions
    6. 6. Why Valentine’s Day?• Money Money Money • $126 per person (up 8.5% from 2011) • $4.1 billion – on jewelry alone! • 220,000 wedding proposals (10% of the annual total) • 15% of women send themselves flowers • $367 million – spent on pets!• Great local advertiser potential • Jewelry stores, Salons, Spas, Hotels, Travel Agencies, Florists, Shopping/Retail, Restaurants, Furniture stores, Photographers, Wineries, Movie/Live Theaters and Novelty Shops Stephanie Carey, Business Development Valentine’s Day Promotions
    7. 7. Valentine’s Day – By the Numbers Valentine’s Day 8% of all holiday 2013 spending Thursday 1 in 5 will shop 58 days away online for gifts (42 selling days) Valentine’s Day Promotions
    8. 8. Cutest Couple Contest Valentine’s Day Promotions
    9. 9. 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 enter Agency Model and build contests for advertisers Julie Foley, Affiliate Success Valentine’s Day Promotions
    10. 10. Template Contest Overview• Couples are the # 5 most popular contest type run on the UPICKEM platform• Two design templates that can be locally branded and run on your site• Default Dates: • Submission period (January 21 – Feb 4) • Voting period (February 5 - 13) • Winner announced on February 14th • All dates and branding can be changed• The only submissions that show up are ones from your market• Play Anywhere • Contest is accessible on your website, Facebook, mobile and tablet Valentine’s Day Promotions
    11. 11. Template Contest Overview• Winners • Can be determined by highest number of votes OR by panel of judges• Prizes • Local prizes can be added • There are no national prizes Jen Lauck, Affiliate Support Valentine’s Day Promotions
    12. 12. Adding the Contest• Turnkey Contest • Login to Admin Tool • Choose Cutest Couple Contest from Turnkey section • Pick from two design options• Custom Contest • Login to Admin Tool • Create your own contest • Photo • Essay • Video • Sweepstakes Kelly Travis, Marketing Valentine’s Day Promotions
    13. 13. Template vs. Custom Template • Two turnkey design templates • Ad templates • Sales kit Custom • Unique • Stands out in your marketAdditional “Valentine” ideas • Win tickets to local Valentine Event • Win date night at local restaurants/theaters • Best Engagement story (photo/essay) • Does your Valentine Snore? (Video) • How did you meet? (photo/essay) Valentine’s Day Promotions
    14. 14. Choosing the Right Contests Valentine’s Day Promotions
    15. 15. Case StudyCouples Photo Contest• WLMG-FM• New Orleans, LA• Submissions: 217• Registered Users: 385• Votes: 170,239• Sponsored by Gigi’s Cupcakes, Ralph’s On the Park, Fischer’s Jewelry and Cirque Du Soleil Valentine’s Day Promotions
    16. 16. Case Study4th Annual Cutest Couples• The Statesboro Herald• Statesboro, GA• Submissions: 54• Registered Users: 611• Votes: 27,736• Sponsored by Sunset Novelties• Ran on the Sunset Novelties Facebook page • Prize package included gifts from Sunset Novelties, Photo Session, Flower arrangement and gift card to Nick Certa, Business Development local steakhouse Valentine’s Day Promotions
    17. 17. Sample Sponsor Package• Contest name “ABC Cutest Couple Contest”• Print or On-air ads• Web ads• Premium position on mobile and tablet version• Premium position on all contest pages• Premium position and offer/coupon on all contest emails •Initial invite to your promotion database •Reminder emails to registered players •Submission received/approved emails •Results/wrap up email• Mentions in all promo spots and announcements• Email opt-in on registration page Doug Villhard, Co-Founder and President• Contest will run on sponsor’s Facebook page with a Like-Gate• Social mentions on the media company’s Facebook page throughout the contest Valentine’s Day Promotions
    18. 18. Couple Contest Key Takeaways • Use contests to build database for you and your advertisers • Sell a multimedia package • Use turnkey resources • Promote with a Deals store! • Start selling now Valentine’s Day Promotions
    19. 19. Valentine’s Day Deal Store Valentine’s Day Promotions
    20. 20. 5 Reasons to Run a Deal Store1. Expand deal offerings2. Run multiple deals from same advertiser3. Reach niche audience / additional audience4. Diversify your marketing5. Grow list & increase sales! Valentine’s Day Promotions
    21. 21. Percent of People Buying Gifts for Others Other Significant Family Other Member Friends Pets 89% 61% 25% 20% Valentine’s Day Promotions
    22. 22. Average Spending of Gifts Other Significant Family Other Member Friends Pets $74.12 $25.25 $6.92 $4.52 Valentine’s Day Promotions
    23. 23. Good Deal Mix is Key! Average Spending Regular Deal Buyers By Gender for Valentine’s Day $168.7 4 Males 33% Male $85.76 Females Female 67% Valentine’s Day Promotions
    24. 24. Sales Targets & Price Points Advertiser Average Price Point Regional Travel $127 Jewelry $115 Photography $77 Lessons $46 Spa Treatments $42 Wineries & Wine Tastings $35 Events – Tickets $29 Floral $22 Dining $13 Valentine’s Day Promotions
    25. 25. Case Study: Quad-City Times Deal Mix Background • Store Ran: 2/7 – 2/15 • Tue – Wed • 21 Deals – in addition to Services 19% Dining regular schedule 29% Retail 13% Results Food 6% • Over $21k in store-only Recreation Health/ 2% Beauty revenue 31% • 40% revenue increase over a typical week Valentine’s Day Promotions
    26. 26. Valentine’s Day Stores Top Banner Valentine’s Day Promotions
    27. 27. Your Valentine Turnkey Store• Sales Materials – Pitch Deck – One-sheet• Site & Promotional Materials – Print and Online Ads – Top-of-page Banner – Site background• Links to How-to Guides Valentine’s Day Promotions
    28. 28. Deal Store Key Takeaways • Think beyond traditional gifts • Promote gifting feature along with your store • Push into categories with higher price points • Use turnkey resources to spice up your site • Start selling now when merchants are making plans Valentine’s Day Promotions
    29. 29. Resources• Two fully branded Cutest Couple contests (Released January 14, 2013)• Two Deal Store design options• Sales Kit • Contest Overview • Deal Store Overview • Two versions of print & web ads (Contest & Deals) • Advertisers to consider (Contest & Deals) • Pitch Deck (Contest & Deals)• How to Sell/Case Studies webinar• User Manual and FAQ (Contest & Deals – Released January 14, 2013) Valentine’s Day Promotions
    30. 30. Q&A Julie Foley Director of Affiliate Contesting Success @julie_foley julie@secondstreet.com Matt Chaney Director of Affiliate Deals Success @mattchaney chaney@secondstreet.com Valentine’s Day Promotions

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