How to Sell Mother's Day Promotions


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With more than 85.4 million moms in the United States, Mother’s Day is undoubtedly a popular holiday. In 2012, spending around this holiday was projected to reach $18.6 billion. Yes, billion.

Capture a share of the revenue by running Mother’s Day contests and deals stores. Looking to discover best practices for selling Mother’s Day promotions and hear examples of past successes? Learn how to sell Mother's Day promotions from Matt Chaney & Julie Foley, Second Street's Directors fo Affiliate Success.

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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
  • Julie
  • The Second Street Promotions Lab is the source for original content about the world of online promotions for the media industry.The Lab features insights, analysis and actionable content from Second Street’s team of deals and contesting experts and other industry insiders covering trends, best practices and real-world case studies.
  • Julie
  • #14 most popular contest typeConsumer spending for Mother’s Day was expected to reach $18.6 billion in 2012, with the average person spending around $152 on gifts for their mothers, wives, grandmothers, sisters, and friends. Men spend even more, with an average $190. Popular gift choices included flowers (66.4%), clothing (32.8%), electronics (12.7%), gift cards, and massages or spa services. Over half of those who celebrated the holiday (54.3%) treated a mother to a nice dinner or brunch out. The best part? In 2012 a full quarter (25.6%) of shoppers bought their gifts online.
  • 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:
  • Rock Star Mom from Rock Radio StationMommy Makeover from ABC 15Mother’s Day Gift from ARK Dem GazAmazing Mom Essay contest prize: new mattress! I can appreciate that as sleep is a luxury with a 9 mo old whose teething!
  • Roanoke, VACirculation: 100K2012 was actually the third year Roanoke has done a photo contest for Mother’s Day. It has grown in popularity each year, with 2012 setting a record with the most entries and votes. They have repeated this contest each year, not only because of its proven popularity among our audience, but also because it draws interest from our advertising partners.
  • Roanoke had just one exclusive sponsor. Kroger returned for the third year and wanted exclusivity.Ad package: A four-week multi-media campaign promoting the contest with the sponsor’s logo on all materials. The campaign spanned all mediums including, print, digital, social, email and outdoor. The sponsor also received exclusive ad positions on the contest pages for brand and product promotion.Promotion: sponsor’s logo was in all promotion for the contest. The ads on the contest site (in our wrapper) were 100% Kroger ads.Revenue and Results:Revenue –The contest sponsorship cost Kroger $3,500, plus the advertiser provided the prizes, worth $1500. In 2012, we had 303 photo submissions – setting a record of almost 100 more than our previous Mother’s Day contest. We had more than 28,000 votes, and almost 230,000 page views to the contest page. The sponsor has already told us that they want to be involved in this contest again this year.Alison O’Brien, Certified Digital Media Salesperson Digital Product ManagerThe Roanoke Times
  • Promotional campaign was divided into 3 parts: Pre contest, enter now and voting phase
  • Cape Girardeau, MissouriDMA 81
  •  We liked the idea of running a Mother’s Day photo contest, because it allows our viewers to be engaged and interact with our website and Facebook page.2.       We capped it at 3 sponsors who each provided very nice prizes (1st, 2nd, 3rd).  It felt easier to stop at 3 and make it exclusive rather than selling 5 or more and get into additional prizes, placement, etc.3.       The advertising package was:o   Fixed position on our Mother’s Day Contest pageo   50,000 Tile Ad Impressions on KFVS12.como   KFVS will match the cost of the prize giveaway in Mobile Advertising on our News and Weather Apps! (this led to us getting some amazing prizes, including a pair of Diamond Earrings)4.       We promoted the contest on air, online, and on our Facebook page which has over 53,000 fans.  Each sponsor got 50,000 ad impressions, plus mobile impressions based on the value of their prize.  In addition, we ran over 1 MILLION digital ad impressions (online and mobile) promoting the contest with a generic Mother’s Day Contest ad that was tagged with each sponsor.  Those impressions generated over 3,000 clicks into the contest by themselves. 5.       Station profit was $3,000. The contest generated 523 Users and 3,456 Votes.
  • San Diego, CADMA rank: 28
  • We were excited to run this contest since photo contests are really popular, especially with kids.We had 2 sponsors – a spa/resort and furniture store.We targeted spas, salons, florists, retail and restaurants.Package included high impact pencil ads, eblasts, ROS ads and inclusion on contest page.We used the online ads and email blasts to drive traffic to the contest page.Over 300k total impressions Winner received a treatment and lunch at the spa and a $250 gift card for the furniture store. 247 submissions7210 votes
  • 300x250 promoPencil ad big and pencil ad small
  • WNCY FMCountry stationGreen Bay , WIDMA rank: 69
  • What was the inspiration for this contest? Why did you decide to run it?  We wanted an easy promotion for Mom's Day and we saw you had a template for it.How many sponsors did you have? Which advertisers did you target? we had 5 sponsors, a flower shop, a dentist, resort, camera shop and an outlet mall.What was the advertising package the sponsor received? Please be as specific as possible. Fixed position 300x250 display ad on the page.  Name mention in 50 promo's that aired on WNCY-FM.How did you promote? How did you include the sponsor in the promotion? Could you share your promo schedule with us? It was promoted on the station with 50 promo's.  The first week was seeking photo's to be submitted, and the second week was encouraging people to vote for their favorite photo.How much revenue did the contest generate? What other results can you share (i.e. pageviews, advertiser reactions, etc)?  Not a big money maker, $1250, we didn't know what the response was going to be.  We ended up with 122 submitted photo's, 92,640 pageviews and 76,918 unique users.  Advertisers were pleased with the results.
  • WGMEPortland, MaineDMA rank: 78
  • Revenue and Results 1.       We wanted to take advantage of through the duration of submittingthe Mother’s Day holiday to run a photo contest. 2.       One sponsor last year – Revelation Massage. Jewelers were the primary target, then day spas and restaurant.3.       See attached4.   Everything had a “brought to you by…” tag on it. The copy included what the prize package was so they got a mention their too. We posted on FB as well with a “brought to you by…”5.        generated $1900. We’re doing it differently this year and looking to increase REV by 400%.6.       We had 216,594 page views to the contest and 320 entries. keep in mind how we’re executing it this year and the revenue we should generate will be much more. More in line with what we did with Cutest Couple contest
  • These work if you’re doing the template or if you’re doing a custom contest
  • 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!
  • 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
  • Six stores over $10 for Mom’s Day – average over $12KHalf 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.
  • Indulge, Entertain, Relax Gadgets are good for moms, tooGetaway with Dad; 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 mom as a groupThese are solid deals year around but can be especially good for a deals store; use multi-option price points to offer one and both servicesTake mom out for a show – great way to support local arts; ticketed events are great deals as a way to kick-off sales or as a way to clear out unsold tickets; food/merchHelp mom try that thing she always wanted to learn – horseback riding lessons, sushi lessons, archery, 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 mom goes with the girls or dad 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)Facials are the standout here; and a healthy price point or maybe help mom get ready for a summer trip with a tanning dealEverything 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 wellGive mom a break and get some help with cleaning servicesRecreation – zip line, hot air balloon ride – for the adventurous mom
  • It isn’t just men buying giftsWomen will shop for their daughters, sisters, moms – even themselves!Healthy deal mix Over $100 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!
  • 44K Sunday CircServingKennewich, WA and the surrounding areas
  • Subject: 50% off Mother’s Day Gift Specials from 6 Local BusinessesGreat mix of deals – most every category representedTop deals – nursery and restaurant$1,064 vs. $1,916
  • Low, medium and high price pointsMedical spas are great for this – half hour, full hour or another combination (massage)
  • Planning Stores in advanceCreating decks that allow reps to have a focus discussion with the merchantMother’s Day 2012 - $15KDecks show:Advertisers to targetPast examples from their site Cyber Week - $17K vs. Typical Week - $5K
  • Nathan is a one-man show - So he uses the templates smartly that we provideTop prize Romance Package at Hilton$100 deals creditSecond Prize$75 deals creditsDaily 34 during contests vs. 7 daily in 2012 as a whole$15K for Mother’s Day
  • Nathan is a one-man show - So he uses the templates smartly that we provide – Top prize Romance Package at Hilton$100 deals creditSecond Prize$75 deals creditsDaily 34 during contests vs. 7 daily in 2012 as a whole338 new $15K for Mother’s Day
  • Don’t expect a bad deal to perform better because it is in a store – don’t use filler deals
  • Julie
  • How to Sell Mother's Day Promotions

    1. 1. #promotionslab
    2. 2. PRESENTERS Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney #promotionslab
    3. 3. 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 the recording, slide deck, resource center and relevant articles in the promotions lab. #promotionslab
    4. 4. WHO WE ARE Increase ROI, Build & Engage Audience #promotionslab
    5. 5. #promotionslab
    6. 6. AGENDA• Mother’s Day: By the Numbers• Mother’s Day Contest Overview• Contest Case Studies• Additional Success Tactics• Mother’s Day Deal Store Overview• Deal Store Case Study• Mother’s Day Resources• Q&A Julie Foley, Affiliate Success #promotionslab
    7. 7. MOTHER’S DAY – BY THE NUMBERS $18.6 billion in consumer 85 MM mothers in spending the U.S. May 12, 2013 Source: Radio Advertising Bureau $152 average 48 days away spending per (35 selling days) person #promotionslab
    8. 8. MOTHER’S DAY CONTEST OVERVIEW #promotionslab
    9. 9. 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 Stephanie Carey (L), Business Development Allows for you to build contests for Advertisers #promotionslab
    10. 10. TEMPLATE CONTEST OVERVIEW• Two contest templates 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
    11. 11. 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 (L), Marketing #promotionslab
    12. 12. TEMPLATE vs. CUSTOMTemplate• Turn-key• Ad templates• Resource Center• Contest creation done for youCustom• Unique• Stands out in your market• Additional “Mother’s Day” contest ideas • Mom Makeover (Sweepstakes) • Mother-Daughter Look-alike • Why My Mom’s the Best (Essay or Video) • Mommy’s Day Out (Sweepstakes) Jen Lauck (R), Customer Relations #promotionslab
    13. 13. CUSTOM CONTEST EXAMPLES #promotionslab
    14. 14. CONTEST CASE STUDIES #promotionslab
    15. 15. THE ROANOKE TIMES Mother’s Day Photo Contest #promotionslab
    16. 16. THE ROANOKE TIMES 1 exclusive sponsor $3,500 in revenue #promotionslab
    17. 17. THE ROANOKE TIMES Phase 3: Vote NowPhase 1: Pre-Promotion Phase 2: Enter Now #promotionslab
    18. 18. KFVS Mother’s Day Photo Contest #promotionslab
    19. 19. KFVS3 sponsors$3,000 inrevenue #promotionslab
    20. 20. KFMB Mommy & Me Photo Contest #promotionslab
    21. 21. KFMB2 sponsors$2,000 inrevenue #promotionslab
    22. 22. KFMB #promotionslab
    23. 23. WNCY-FM #promotionslab
    24. 24. WNCY-FM5 sponsors$1,250 inrevenue #promotionslab
    25. 25. WGME Mother’s Day Photo Contest #promotionslab
    26. 26. WGME1 sponsor$1,900 inrevenue #promotionslab
    27. 27. ADDITIONAL SUCCESS TACTICS #promotionslab
    28. 28. ADDITIONAL SUCCESS TACTICS• Mobile• Facebook• Custom Emails• Secure prize partners Diane Villhard (wife of co-founder Doug) and their four adorable kids! Danielle, DJ, Drew and Dia #promotionslab
    29. 29. Why Mobile Uploading is so Important for Contests 82% of cell 45% of phone American owners use adults own a phone to smartphone take pictures 25% of 68% of those living in American households adults own a earning $75,000 tablet own themSources: Pew Internet & American Life Project, eMarketer #promotionslab
    30. 30. 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
    31. 31. CUSTOM EMAILS• 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
    32. 32. IDENTIFY PRIZE PARTNERS Grand Prize• Offer advertising in exchange for each runner-up and grand prizes• Announce winners on your website, on Facebook & Twitter, through eBlasts, on-air or in print Runner-up Prizes #promotionslab
    33. 33. MOTHER’S DAY CONTEST KEY TAKEAWAYS• Use contests to build database for you and your advertisers (add that opt-in!)• Enable, brand and promote your MOBILE version• Sell a multimedia package• If using Facebook version make sure you optimize for mobile users• Use template resources• Sell and promote with a Deals store! Matt Chaney, Affiliate Success #promotionslab
    34. 34. Deal Stores #promotionslab
    35. 35. 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
    36. 36. Look for Store OpportunitiesThroughout the Year Sales Sales Sales Sales Promo! Promo! Promo! Promo! #promotionslab
    37. 37. 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 Of #promotionslab
    38. 38. Mother’s Day: Spending Plans for 2013 % Planning to Spend MORE than last year 21% 17% 14% Adults 18+ Men WomenSource: National Retail Federation, BIGinsight Monthly Consumer Survey, Apr-12 #promotionslab
    39. 39. Growth in Online Purchases forMother’s Day Mothers Day Spending - Online 30% 25% 20% 15% 10% 5% 0% 2007 2008 2009 2010 2011 2012Source: National Retail Federation, BIGinsight Monthly Consumer Survey, Apr-12 #promotionslab
    40. 40. Deal Spending vs.Mother’s Day SpendingTop Categories for Mother’s Day Average Price Mother’s Day Points Spending Dinner or Brunch $12.97 $51.18 Jewelry $114.68 $97.19 Massage $42.28 $58.25 Flowers & Gardening $21.70 $27.17Source: National Retail Federation, BIGinsight Monthly Consumer Survey, Apr-12 #promotionslab
    41. 41. Other Categories to Consider Category Average Price Regional Travel $126.67 Family Activity Center $35.60 Nails – Mani/Pedi $24.38 Theater $25.07 Lessons $46.27 Wineries $35.13 Golf $40.14 Skin Services $45.03 Photography $77.10 Home Services $83.11 Recreation/Adventure $45.64 #promotionslab
    42. 42. Lots of Gifting Options• Mother or Stepmother• Wife• Daughter• Grandmother• Sister• Friend• Godmother• Other Relative #promotionslab
    43. 43. Traits of Top Deal StoresBig Promotional pushGood variety of categoriesInclude complimentary dealsHigher price pointsRun stores in addition to regular sales effortsPlan months in advance #promotionslab
    44. 44. Store Case Study: Tri-City Herald,Background Store Details • Deals: 7 • Advertisers: 6 • Schedule 4/30 – 5/7 • Eight Days Store Email #promotionslab
    45. 45. Store Case Study: Tri-CityHerald, Results $19.48 vs. $44.29 Deal Mix Average Store Price - 2x Restaurant Services Per Deal Revenue 14% 14% Up by 56% Recreation 14% Retail Total Gross: 29% Over $13K Beauty 29% #promotionslab
    46. 46. Store Case Study: Miami Herald,Background Store Details • Deals: 31 • Advertisers: 23 • Schedule 4/27 – 5/11 #promotionslab
    47. 47. Store Case Study: Miami Herald,Results Deal Mix $19.89 vs. $76.94 Average Price - over 3x Services 13% Four advertisers offered Retail multiple services, prices 10% Beauty Top Deal: Restaurant 16% 52% $395 toe fungus removal Total Gross Recreation 6% Lessons 3% over $60K! #promotionslab
    48. 48. Intersection of Deals & Contests –Killeen Daily Herald Cutest Couple Contest Valentines Day Store #promotionslab
    49. 49. Starts with Planning• Base plans on Special Sections calendar• Provide store-specific pitch decks to help reps• 2012 Stores – Valentine’s – Home & Garden – Mother’s Day – Father’s Day – Back-to-School – Cyber Week #promotionslab
    50. 50. Killeen Daily Herald, Contest Results• Contest traffic 2nd highest to homepage• Prizes – Hotel stay + Deal Credits – 1st: Romance Package & $100 credit – 2nd: $75 credit• 100 entrants• 6,000 votes cast• #promotionslab
    51. 51. Killeen Daily Herald, Store Results• 4x increase in daily database growth average• Cross-promoted store on contest page• Store revenue alone surpassed previous February• Total Gross: over $12K #promotionslab
    52. 52. 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• Create a strong promotional package for your store Matt Chaney, Affiliate Success #promotionslab
    53. 53. RESOURCES• Two fully branded Mother’s Day contest designs• Deals Store creative• Contest & Deals Store overview• Print & web promo ads• Advertisers to consider• Sales PPT decks• User Manual & FAQs Jim Benton, Development #promotionslab
    54. 54. Q&A Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney #promotionslab