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Promotions Summit Day 2
Promotions Summit Day 2
Promotions Summit Day 2
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Promotions Summit Day 2

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Second Street Promotions Summit Day 2 presentation.

Second Street Promotions Summit Day 2 presentation.

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  • 1. WIFI #PromotionsSummit The wifi network is Regional Chamber Guest There is no password.
  • 2. THE BIG FUTURE OF SECOND STREET #PromotionsSummit The Borrell Compass Report
  • 3. SPEAKERS Jim Brown VP of Sales, Marketing, and Strategic Development Borrell Associates jbrown@borrellassociates.com @JimBrownMedia #PromotionsSummit
  • 4. BORRELL COMPASS Advertising and Promotions Spending for Macon, GA
  • 5. A LITTLE BACKGROUND • Track advertising and Promotions • 210 DMA’s – every county in U.S. (Canada and UK) • Used by hundreds of Media Companies • Strategic – track market share! • Tactical – helps you sell!
  • 6. #PromotionsSummit BORRELL RESEARCH • Strategic uses for planners and managers 1. Benchmark share/set goals 2. Identify new products to take to market 3. Identify key market segments for retention, growth and acquisition 4. Target prospects with appropriate products and pricing 5. Leverage appropriate sales channel (inside/outside sales) • Tactical uses for salespeople 1. Gives prospects a reason to meet 2. Facilitate needs-based selling 3. Get a larger share of ad budget/greater renewals Borrell is your single source for identifying share across all media and developing a road map for sales
  • 7. COMPASS • Share – Win share one category and one customer at a time. – Track categories – Shifts in Media Spending – Promotions Spending – Customer’s full marketing plan #PromotionsSummit
  • 8. Bureau of Labor & Statistics # of Employees/Business Category Total U.S. Spend by Business Category COMPASS: A DISRUPTIVE MODEL Regional Data Hundreds of Sources: • Economic • Media • Industry Demographic & Psychographic Indicators Primary Revenue Data Actual Revenues: 7400+ Local Media Companies The IRS - Advertising Expenditures by Businesses - Advertising Receipts of Media Companies We track local advertiser spending, not local media company revenue Borrell Proprietary Statistical Model Constantly refined since 1990 Used by over 1000 media companies “It’s the only methodology that could work.”- Booz Allen
  • 9. MACON, GA #PromotionsSummit
  • 10. MACON, GA #PromotionsSummit
  • 11. Online formats – Market Total #PromotionsSummit
  • 12. Market growth…and shifts #PromotionsSummit
  • 13. #PromotionsSummit
  • 14. Promotions grow…but shift #PromotionsSummit
  • 15. COMPASS • Use as directed • Not absolute • Directional • Every markets and business category is different #PromotionsSummit
  • 16. COMPASS • www.adspending.com • User name = Guest@secondstreet.com • PW = SSguest #PromotionsSummit
  • 17. #PromotionsSummit THANK YOU Jim Brown Vice President Borrell Associates jbrown@borrellassociates.com 757-472-0555
  • 18. 1. Gordon’s talk about the future of online promotions – that’s where the money is going. 2. The ability to deliver measurable results to advertisers with online promotions. 3. The 4 pillars of online promotions. #PromotionsSummit DAY 1 HIGHLIGHTS
  • 19. THE BIG FUTURE OF SECOND STREET #PromotionsSummit The Big Future of Second Street
  • 20. SPEAKERS Doug Villhard President & Co-Founder Second Street doug@secondstreet.com #PromotionsSummit
  • 21. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Sales Strategies for Success
  • 22. SPEAKERS Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry #PromotionsSummit Brandy Carter Director of Integrated Sales Entercom New Orleans bccarter@entercom.com @BrancyCCarter Kent Oglesby New Media Development Manager KY3-TV koglesby@ky3.com @KentOgs
  • 23. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Promotional Opportunities That Drive Results
  • 24. #PromotionsSummit CARDS Joe Mullen Director of Digital New Business Development Milwaukee Journal Sentinel jdmullen@jrn.com @jmullen26 Liz Crider Affiliate Success Manager Second Street liz@secondstreet.com @emcrider
  • 25. WHAT ARE CARDS? #PromotionsSummit
  • 26. If you have a deals program… #PromotionsSummit
  • 27. If you don’t have deals… #PromotionsSummit
  • 28. MULTI MERCHANT GOLF CARD  6-10 Golf Courses  Some Restrictions are Acceptable  Title Sponsor Option  One Round at Each Course  NO Revenue Split
  • 29. SINGLE MERCHANT SPA CARD  ONE Upscale Spa  4-6 Different Services  Avoid Hair Services  $99 Per Card  CAN Limit Inventory  Revenue Split
  • 30. Incorporate your advertiser’s logo and name wherever possible Show the value of everything included Think outside of the box – showcase your unique attributes Use all assets available to you HOW TO PROMOTE #PromotionsSummit
  • 31. WE HAVE TEMPLATES FOR YOU! SPA CARD #PromotionsSummit
  • 32. 2 FULFILLMENT OPTIONS #PromotionsSummit
  • 33. Age and Gender information about your customers Heat Map of where your deal purchasers are located DEMOGRAPHIC DATA
  • 34. JS ONLINE #PromotionsSummit
  • 35. USE YOUR UNIQUE ASSETS #PromotionsSummit
  • 36. $85,000+ in revenue RESULTS #PromotionsSummit
  • 37. WISE-TV #PromotionsSummit
  • 38. $112,000 in revenue RESULTS SOLD OUT! #PromotionsSummit
  • 39. UPNORTHLIVE.COM #PromotionsSummit
  • 40. $11,600 in revenue RESULTS SOLD OUT! #PromotionsSummit
  • 41. STATE COLLEGE CENTRE DAILY TIMES #PromotionsSummit
  • 42. $12,000 in revenue RESULTS SOLD OUT TWICE! #PromotionsSummit
  • 43. BEST PRACTICES • Target the TOP categories • Make cards a focus • Promote like crazy • Dedicate a champion • Don’t make everything a card #PromotionsSummit
  • 44. PROMOTIONS ONE-TWO PUNCH! #PromotionsSummit
  • 45. ADDITIONAL RESOURCES #PromotionsSummit
  • 46. ADDITIONAL RESOURCES secondstreetlab.com/summit #PromotionsSummit
  • 47. #PromotionsSummit METRO BALLOTS Vince Johnson Publisher The Forsyth Country News vjohnson@forsythnews.com @vincejohnson Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Blair Barna Advertising Director & Co-Owner Charleston City Paper blairbarna@gmail.com @blairbarna
  • 48. THE IMPACT OF PRINT #PromotionsSummit
  • 49. #PromotionsSummit
  • 50. $ Upgraded Listings Category Sponsor Online Ads Print Issue Live Event Deal Store REVENUE OPPORTUNITIES #PromotionsSummit
  • 51. THE SIGNAL #PromotionsSummit
  • 52. #PromotionsSummit
  • 53. INTEGRATED PROMOTION
  • 54. 115,000 votes RESULTS Up from 2,000 in 2012 #PromotionsSummit
  • 55. $75,000 in revenue RESULTS 20% increase #PromotionsSummit
  • 56. CHARLESTON CITY PAPER
  • 57. #PromotionsSummit
  • 58. #PromotionsSummit
  • 59. TWITTER #PromotionsSummit
  • 60. SOCIAL MEDIA KIT #PromotionsSummit
  • 61. 900,000 votes RESULTS #PromotionsSummit
  • 62. $170,000 in revenue RESULTS #PromotionsSummit
  • 63. STATE JOURNAL REGISTER #PromotionsSummit
  • 64. FACEBOOK #PromotionsSummit
  • 65. 200,000 votes RESULTS #PromotionsSummit
  • 66. $120,000 in revenue RESULTS 20% increase #PromotionsSummit
  • 67. BEST PRACTICES • Sell an integrated campaign • Encourage merchants to promote • Increase your revenue by adding digital elements to your promotional packages #PromotionsSummit
  • 68. ADDITIONAL RESOURCES #PromotionsSummit
  • 69. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  • 70. #PromotionsSummit NICHE BALLOTS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Vince Johnson Publisher The Forsyth Country News vjohnson@forsythnews.com @vincejohnson Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120
  • 71. #PromotionsSummit
  • 72. THE IMPACT OF PRINT #PromotionsSummit
  • 73. #PromotionsSummit
  • 74. PROMOTIONAL VIDEO #PromotionsSummit
  • 75. FACEBOOK #PromotionsSummit
  • 76. TWITTER #PromotionsSummit
  • 77. 20,000 votes RESULTS #PromotionsSummit
  • 78. 1,000 new email addresses RESULTS #PromotionsSummit
  • 79. $4,000 in digital revenue RESULTS #PromotionsSummit
  • 80. THE ROANOKE TIMES #PromotionsSummit
  • 81. #PromotionsSummit
  • 82. #PromotionsSummit
  • 83. #PromotionsSummit
  • 84. #PromotionsSummit
  • 85. 22% of entries #PromotionsSummit
  • 86. $73,450 in revenue RESULTS 47% increase #PromotionsSummit
  • 87. BEST PRACTICES • Ballots are more than just once a year! • Align ballots with existing initiatives • Discover new opportunities #PromotionsSummit
  • 88. ADDITIONAL RESOURCES #PromotionsSummit
  • 89. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  • 90. #PromotionsSummit FACEBOOK ADVERTISER CONTESTS Emily Thousand Affiliate Success Manager Second Street emily@secondstreet.com @emilythousand Katie Wilson Director of Digital & Retail Advertising The Quad-City Times kwilson@qctimes.com
  • 91. 25 Million SMB Facebook Pages THE OPPORTUNITY #PromotionsSummit
  • 92. Source: Manta Facebook contest opportunity! THE FACEBOOK OPPORTUNITY #PromotionsSummit
  • 93. SPONSORED CONTEST Contest Run on Media Company Website, Sponsor Logo Included in Branding
  • 94. Contest Run on Media Company Facebook Page, Sponsor’s Logo Included in Branding SPONSORED CONTEST #PromotionsSummit
  • 95. Contest Run on Advertiser’s Page, Media Company Not Visibly Involved SPONSORED VS. ADVERTISER CONTESTS
  • 96. ADVERTISER CONTEST REVENUE MODELS Exclusive Contests Shared Contests #PromotionsSummit
  • 97. QUAD-CITY TIMES #PromotionsSummit
  • 98. Print Social Media Email Display Ads SALES PACKAGE #PromotionsSummit
  • 99. 1,800 Facebook Likes Results – per advertiser #PromotionsSummit
  • 100. 670 new email addresses Results – per advertiser #PromotionsSummit
  • 101. $8,000 in revenue Results – per advertiser #PromotionsSummit
  • 102. MAX MEDIA #PromotionsSummit
  • 103. Email Social Media Internet Radio Display Ads SALES PACKAGE #PromotionsSummit
  • 104. 6,000 Facebook Likes Results – advertiser #PromotionsSummit
  • 105. $12,000 in revenue RESULTS #PromotionsSummit
  • 106. WORK WITH THE ADVERTISER AGAIN Brad Paisley Ticket Giveaway Megaticket Giveaway #1 Jana Kramer GiveawayCar Giveaway Megaticket Giveaway #2 #PromotionsSummit
  • 107. BEST PRACTICES • Target new advertisers and expand relationships with existing advertisers • Create an integrated promotional campaign #PromotionsSummit
  • 108. ADDITIONAL RESOURCES #PromotionsSummit
  • 109. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  • 110. #PromotionsSummit GROUP SWEEPSTAKES Matt Nystrom Interactive Operations Director Saga Communications mnystrom@sagacom.com @mattnystrom Emily Thousand Affiliate Success Manager Second Street emily@secondstreet.com @emilythousand
  • 111. 1 CONTEST WITH MULTIPLE ENTRY POINTS Station #1 Station #2 Station #3 Station #4 Station #5 Contest Entry Pool #PromotionsSummit
  • 112. CODE WORDS DRIVE ENGAGEMENT #PromotionsSummit
  • 113. WKLH-FM #PromotionsSummit
  • 114. GOALS #PromotionsSummit Drive Tune-In Grow Email Database Grow Mobile Database
  • 115. LOCALIZED BRANDING AND OPT-INS #PromotionsSummit
  • 116. 65% of entries came from mobile MOBILE-FRIENDLY #PromotionsSummit
  • 117. 345,000 entries RESULTS #PromotionsSummit
  • 118. Increased tune-in RESULTS #PromotionsSummit
  • 119. 70,000 email & mobile opt-ins RESULTS #PromotionsSummit
  • 120. $60,000+ in revenue RESULTS #PromotionsSummit
  • 121. BEST PRACTICES • Have a plan • Offer a great prize • Create an integrated promotional campaign #PromotionsSummit
  • 122. ADDITIONAL RESOURCES #PromotionsSummit
  • 123. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  • 124. #PromotionsSummit ECOMMERCE PROMOTIONS Alex Fuentes VP Interactive & Marketing Miami Herald Media Company afuentes@miamiherald.com @alexfuentes Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney
  • 125. DEALS ARE PROMOTIONS
  • 126. DEALS YOUR WAY MULTIPLE PATHS TO SUCCESS BIGWeekly Deal Exclusive Offers Stores
  • 127. DAILY DEALS $2MM in Revenue #PromotionsSummit
  • 128. STORES $168,000 in Revenue #PromotionsSummit
  • 129. dealsaver Miami • Launched June 2011 • Started running deal stores in 2012 #PromotionsSummit
  • 130. dealsaver Miami • Launched June 2011 • Started running deal stores in 2012 #PromotionsSummit
  • 131. Standalone: Group of deals in addition to your regular daily deal offerings. Key Benefit: Supplements your regular deal sales; higher revenue potential. Defining Deal Stores #PromotionsSummit
  • 132. Full Site Focus: All deals featured on the site revolve around a certain theme. Key Benefit: Focuses all sales & marketing efforts on store theme. Defining Deal Stores #PromotionsSummit
  • 133. Identifying Themes for Stores Life Events Second Street Calendar Market Opportunities Holidays #PromotionsSummit
  • 134. Our Top Store Themes • Valentine’s Day • Mother’s Day • University of Miami (x2: Spring & Fall) • Summer Fun • Best of (x2: mid year & end of year) • Holiday Gift Guide / Cyber Monday #PromotionsSummit
  • 135. Miami’s Deal Stores Miami’s failed attempts – Father’s Day (stand alone) – Home Improvement (stand alone) – New Year New You (full site focus) #PromotionsSummit
  • 136. Top Characteristics of Miami’s Deal Stores  12-20 deals per store  Run 2-4 weeks  Strive for good deal mix with general appeal  Include additional media exposure  Sell stores throughout the year #PromotionsSummit
  • 137. Store Spotlight: Best of
  • 138. Store Spotlight: Best of Email: • Subject: Malanga Café • Just resigned it. Wants to run ASAP. See below. Proudly displaying his best of plaque. Opening another restaurant in 1 month. #PromotionsSummit
  • 139. Why Stores? Diversify Program Offerings Helps Secure Advertisers Reach Niche Audiences Grow Database Increase Sales #PromotionsSummit
  • 140. 6 Tips for Running Deal Stores 1. Plan ahead, build your calendar 2. Create a marketing plan in addition to your regular deals offering 3. Use Incentives 4. Use Contests/Sweepstakes 5. Experiment with both stand alone and full site focus stores 6. Don’t forget Deal Quality is still King #PromotionsSummit
  • 141. BIG WEEKLY DEAL Background: 225 Magazine 225 Best Eats Baton Rouge, LA #PromotionsSummit
  • 142. EXCLUSIVE OFFERS Background: Hubbard Radio Special Reserve Cincinnati, OH #PromotionsSummit
  • 143. GOLF CARD Background: News Tribune dealsaver Tacoma, WA $68,000 in New Revenue #PromotionsSummit
  • 144. TAKEAWAYS • Daily Deals Remain a BIG Opportunity if You Invest the Resources • Stores, Cards, Weekly Deals Allow All Media to Generate Digital Revenue • Deals are Promotions – They Solve Advertiser Challenges and Goals #PromotionsSummit
  • 145. #PromotionsSummit SPORTS CONTESTS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120
  • 146. 1. INTEGRATE YOUR PROMOTION
  • 147. 2. SECURE MULTIPLE SPONSORS #PromotionsSummit
  • 148. 3. GIVE SPONSORS VIP TREATMENT
  • 149. 4. PROMOTE HEAVILY #PromotionsSummit
  • 150. 5. KEEP IT FUN! #PromotionsSummit
  • 151. THE PRIZES #PromotionsSummit
  • 152. PROMOTION
  • 153. FACEBOOK #PromotionsSummit
  • 154. $68,000 in revenue RESULTS 75% incremental #PromotionsSummit
  • 155. BEST PRACTICES • Secure multiple sponsors • Leverage your VIP pickers • Offer both weekly and overall prizes • Work across departments as a team • Create an integrated promotional campaign #PromotionsSummit
  • 156. ADDITIONAL RESOURCES #PromotionsSummit
  • 157. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  • 158. #PromotionsSummit PROMOTIONS + EVENTS Terri Overby Marketing Coordinator WRAZ-TV toverby@fox50.com Sandy Hurley Director of Revenue Civitas Media shurley@civitasmedia.com Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Conan Gallaty Executive VP for Digital WEHCO Media cgallaty@wehco.com @conanza
  • 159. From this… #PromotionsSummit
  • 160. …To this! #PromotionsSummit
  • 161. RECORD GROWTH 682% growth since 2010
  • 162. REVERSE PUBLISHING #PromotionsSummit
  • 163. $100,000 in revenue RESULTS #PromotionsSummit
  • 164. EVENTS = BIG REVENUE #PromotionsSummit
  • 165. CONTEST + EVENT
  • 166. BRIDAL SHOW CONTEST #PromotionsSummit
  • 167. PO
  • 168. POPS ON THE RIVER CONTEST #PromotionsSummit
  • 169. And the Winner Is…Reader’s Choice
  • 170. BEST OF THE BEST BALLOT
  • 171. Growing Target Audiences – Young Family Events
  • 172. KIDS EXPO CONTEST
  • 173. WRAZ-TV #PromotionsSummit
  • 174. #PromotionsSummit
  • 175. #fox50lipdu b
  • 176. $200,000 in revenue RESULTS #PromotionsSummit
  • 177. BEST PRACTICES • Create a promotion to accompany an existing community event • Create an event to augment a promotion your media company runs or create a promotion to augment an event you run • Create a promotion that IS an event #PromotionsSummit
  • 178. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Roundtables
  • 179. ROUNDTABLES • Table 1: Cards & Other Ecommerce Promotion Models • Table 2: Reinventing Ballots • Table 3: Facebook Agency Model Contests • Table 4: Engaging Your Sales Force Around Promotions • Table 5: Monetizing Football • Table 6: Driving Revenue & Engagement with Promotions + Events • Table 7: Using Promotions for Lead Generation for Your Advertisers #PromotionsSummit
  • 180. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Group Activity Presentations
  • 181. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Go Big & Go Home
  • 182. SPEAKERS Matt Coen President & Co-Founder Second Street matt@secondstreet.com @mattcoen Doug Villhard President & Co-Founder Second Street doug@secondstreet.com #PromotionsSummit
  • 183. FOR MORE GREAT CONTENT, VISIT: #PromotionsSummit secondstreetlab.com/summit
  • 184. Safe Travels! We’ll Miss You.

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