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Summer Promotions Survival Guide
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Summer Promotions Survival Guide

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Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions! ...

Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!

To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.

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  • Julie
  • 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
  • So if you’re searching for a place to start building a list of advertisers/sponsors and merchants to consider – this would be it!
  • Plenty of opportunities to make your revenue line flatter – especially in the summer!Look for dips in revenue – use stores and contests to fill the gapLook at your promotions calendar
  • 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
  • Half 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
  • 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!
  • PROMOTE, PROMOTE, PROMOTEStrong Promotional Package + Great Deals = Spending/Excited BuyersLeverage all of your assets - Put a value on themCreate promotion packageOpportunity to showcase custom or unique ad optionsKey selling point
  • All sites come mobile-optimized but make sure your mobile branding is turned onReach on-the-go shoppers out enjoying the good weatherStore functionality fully supportedRemind users it is available to themIncorporate mobile site into existing news apps
  • 27K circulation Meridian, CT
  • Dedicated store emailsLast Chance emailGreat categories – perfect for summerThink about kids and parent activities
  • Don’t expect a bad deal to perform better because it is in a store – don’t use filler deals
  • Credits induce an action – buying; that’s the main goalRun them year long and especially around storesLots of creative uses and targeting options – celebrate a milestone or bring back inactive buyersToday – the focus is on engaging your audience to spend more during the summer monthsIt is worth the investment!
  • Sweeps and giveaways are perfect contest types for growing your database. If you’re going to be running a deal store or want to grow your list over the summer these are the contests you should add to your calendar. Run at least TWO sweeps in July and August. Always include an opt in on the submission page and if growing engagement is part of your social strategy add this contest to facebook!Offer a credit to your deals program as a sweepstakes prize
  • Prize: Advance screening passes. UT SD usually gives away 75-100 pairs per movie ticket giveawayPromotiuonal strategy: The newspaper sent an email to their promotional database announcing the contest. In addition they tweeted from their @utcontgestshangle on twitter, posted to their UT contests fb page and added the giveaway to the Ut contests website. ALL DIGITAL ASSETS! Results: 2,075 entries from 1306 unique entrants ad gemeratedpver 250 new email opt-ins from the submission form!
  • Check out the graph to see for yourself just how much the email that was sent to UT SD’s promotions database impaceted the total number of contests entries. 22% ofthetotalentriesforthecontestcameinthedaythatthepromotionalemailwassent.
  • Memorable moments – Summer memories, travel and vacation photos, Disney getawayPatriotic – 4th of july photos of families, kids, babies and petsMakeover – ugly grill, backyard, win a pool!Recipes – bbq, grilling or picnicWeather and extreme temperature – guess when it will reach 100, guess when the giant block of ice will melt
  • Third year running this contest. Already branding this for 2013 NOW!Contest entrants submitted videos of themselves singing the national athemNewspaper recorded and uploaded videos at local mall one day during submission period for those who couldn’t do it on their ownSponsor: law firmPrize: Grand Prize $500 in cash and sang with Ark Symphony Orchestra at Pops on the River on July 4th. 2nd and third got $250 and $100 respectively. Winners were determined by combo of popular vote and panel of judges. Results 57 submissions and over 71,000 votes.
  • Great to run ANYTIME!
  • 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 tablet.photography, 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! Send an initial invite to your promotions databaseCustomize the “submission received/approved” emailsCustomize the “email friends/entry link” emailSend “voting has begun” emails if applicableSend a results/wrap up emailOffer advertising in exchange for each runner-up and grand prizesPartner with your Deals program to offer credits as prizesAnnounce winners on your website, on Facebook & Twitter, through eBlasts, on-air or in print
  • 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 tablet.photography, 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!
  • Sell a sponsorshipAdd you opt-insSell a multimedia packageIf using Facebook version make sure you optimize for mobile usersUse template resourcesCombine with a Father’s Day Deal Store
  • Julie

Summer Promotions Survival Guide Summer Promotions Survival Guide Presentation Transcript

  • PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E T
  • PRESENTED BY SECOND STREET#promotionslabPRESENTERSJulie FoleyDirector of Affiliate Contest Success@julie_foleyLiz CriderAffiliate Success Manager@emcrider
  • PRESENTED BY SECOND STREET#promotionslabMatt Chaney’s new bundle of joy!Maggie Fiona ChaneyApril 29th @ 6 pm7lbs 4oz
  • PRESENTED BY SECOND STREET#promotionslabQUESTIONS & TWITTERFollow @secondstreetlab on Twitter!Want to win an exclusive prize?Be the one who tweets the most with our hashtag#promotionslabNote: We are recording thiswebinar and you will receive an email with links tothe recording, slide deck, resource center andrelevant articles in the promotions lab.
  • PRESENTED BY SECOND STREET#promotionslabWHO WE AREIncrease ROI, Build &Engage Audience
  • PRESENTED BY SECOND STREET#promotionslabsecondstreetlab.com
  • PRESENTED BY SECOND STREET#promotionslabAGENDA• Summer Spending: By the Numbers• Summer Deal Store Overview• Deal Store Case Studies• Summer Contest Case Studies• Kids and Pets Templates• Summer Promotion Resources• Summer Survival Plan• Q&AJulie Foley, Affiliate Success
  • PRESENTED BY SECOND STREET#promotionslabSummer Spending by the NumbersSummerSpending perChild$1,1002/3 of FamiliesWill Travel byCar70% of Americansare planning asummer staycationSource:AmericanExpressSpendingandSavingsTracker
  • PRESENTED BY SECOND STREET#promotionslabOf the 70% of families planning astaycation…• 46 percent plan to attend a nearby festival or concert• 41 percent plan to visit a local museum• 36 percent plan to eat out at restaurants more often• 20 percent plan to get a spa treatment• 13 percent plan to schedule a golf outingSource:TheNewYorkTimes
  • PRESENTED BY SECOND STREET#promotionslabAvoid the Summer Revenue DipSalesPromo!SalesPromo!SalesPromo!SalesPromo!
  • PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E TDeal StoresNick Certa, Sales
  • PRESENTED BY SECOND STREET#promotionslab1. Expand deal offerings2. Run multiple dealsfrom same advertiser3. Target niche audience4. Diversify your dealprogram marketing5. Grow list & increaserevenue!Why Deal Stores?
  • PRESENTED BY SECOND STREET#promotionslabTop 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 YearMatt Chaney, Affiliate Success
  • PRESENTED BY SECOND STREET#promotionslabTop CategoriesCategoriesAverage Revenueper Deal (Gross)Regional Travel $3,776Recreation: Golf $3,354Recreation: Attractions $3,239Recreation: Activity Center $2,296Events $2,098Retail: Hobby/Sports $1,963
  • PRESENTED BY SECOND STREET#promotionslabOther Categories to ConsiderCategoryCamp GroundsOutdoor ActivitiesMobile DetailingChildren BoutiquesWater Sports and RentalsSpecial Foods (butcher, farmermarkets)MuseumsOutdoor MaintenanceGrills and AccessoriesSummer Events, ConcertsWinery ToursLiz Crider, Affiliate Success
  • PRESENTED BY SECOND STREET#promotionslabCreate a Store & Per Deal Goal• Store Goal: $30K– 15 deals– Each deal must reach atleast $2,000 (gross)• Store Goal: $15K– 10 deals– Each deal must reach atleast $1,500 (gross) Brian Seymour, Support
  • PRESENTED BY SECOND STREET#promotionslabTraits of Top Deal StoresDeals fit the themeComplementary dealsHealthy price pointsDeals are in addition to regularsales effortsKeep audience needs/wants inmindPlanned months in advance
  • PRESENTED BY SECOND STREET#promotionslabPromote Heavily & Create aShopping Event+ =
  • PRESENTED BY SECOND STREET#promotionslabMake Sure Your Mobile Site isReady!1 in 5Dealspurchasesoccur on amobile device(tablet or phone)
  • PRESENTED BY SECOND STREET#promotionslabQuad-Cities Times – Kids StoreStore Details• Deals: 13• Advertisers: 13• Launched onMonday• Ran for 12DaysEmail
  • PRESENTED BY SECOND STREET#promotionslabKids Store ResultsBeauty7%Dining23%Recreation31%Retail31%Services8%Category MixAverage Revenue perDeal: $1,658.81Top Deal:Michaels Fun WorldActivity CenterTotal GrossOver $21K
  • PRESENTED BY SECOND STREET#promotionslabSacramento Bee – Summer FunStoreStore Details• Deals: 20• Advertisers: 18• Launched onSunday withfull page ad• Ran for 7 daysFull Page Ad
  • PRESENTED BY SECOND STREET#promotionslabSummer Fun Store ResultsRecreation75%Services15%Event5%Dining5%Category MixAverage Price:$48 vs.$18.62Avg. Revenue per Deal$2,284.65Top Two Deals:Sacramento River Train &Castle Oaks Golf ClubTotal Grossover $45K!
  • PRESENTED BY SECOND STREET#promotionslabDeal Store Key TakeawaysDeal quality remains crucialPromote heavily – include a contestPlan ahead – have a store calendar for theyearUse turnkey resources to spice up yoursiteSet a store and per deal goal
  • PRESENTED BY SECOND STREET#promotionslabTell Us About Your Store & Win a Prizesuccess@secondstreet.comJulie Foley, Affiliate Success
  • PRESENTED BY SECOND STREET#promotionslabPOLLHave you run a summer themed deals store before?• a. Yes!• b. No, but I cant wait to do it this year!• c. No.
  • PRESENTED BY SECOND STREET#promotionslabPromotional Credits = Purchases
  • PRESENTED BY SECOND STREET#promotionslabOnline Retailers Use them All theTimeCode:BRTHANKSCode:STYLENOW20
  • PRESENTED BY SECOND STREET#promotionslabOur Top Partners Use ThemCode:BIRTHDAYCode:SUMMERTIME
  • PRESENTED BY SECOND STREET#promotionslabPromotional Code Tips• Keep code short – easierto remember• Tie code to your theme• Give code short expirationwindow –14 days or fewer• Include in deal store ads &promotions• Share on social mediaMichelle Anderson, Human Resources
  • PRESENTED BY SECOND STREET#promotionslabAccelerate Buying w/ a MinimumSpend CreditWhy Min. Spend Credit? Helps raise your averagepurchase Reduces financial exposurefor your program Gives you an option to sendout to a large group ofconsumers Is easy to promote in printand on-airUse Promo CodeSUMMERFUNTo Get $5 OffYour Purchase of$20 or more
  • PRESENTED BY SECOND STREET#promotionslabYour Summer Store & Promo Credit Plan• Optimal Dates to Run– Maximize weekdays– July: 8-22– August: 5-19• How long to run your store– 10-14 days– Launch on a Monday• When to sell your store– May and June• Promotional Credit– Include within store ads &promotions– Use min. purchase credit type– $5 for purchase of $20 or more Jack Rosenzweig, Product
  • PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E TContestsKelly Travis, Marketing
  • PRESENTED BY SECOND STREET#promotionslabList Builders
  • PRESENTED BY SECOND STREET#promotionslabUT- San Diego“Movie ticket giveaways have long been our most popular contests. They are easy to produce andlaunch – using a standard template, we can typically get one of these online in fewer than 15 minutes.”- Jennifer Balanky, Content & Community Manager, U-T San Diego
  • PRESENTED BY SECOND STREET#promotionslabU-T San DiegoThe Power of Email
  • PRESENTED BY SECOND STREET#promotionslabSponsored Contests
  • PRESENTED BY SECOND STREET#promotionslabThe Arkansas Democrat Gazette
  • PRESENTED BY SECOND STREET#promotionslabTemplate Contests
  • PRESENTED BY SECOND STREET#promotionslabPOLLHave you run a summer themed contest before?• a. Yes!• b. No, but I cant wait to do it this year!• c. No
  • PRESENTED BY SECOND STREET#promotionslabBEST PRACTICES• Mobile• Facebook• Custom Email Campaign• Secure local prize partners• Run a Summer Deal StoreEmily Thousand, Affiliate Success
  • PRESENTED BY SECOND STREET#promotionslabContest Key TakeawaysAdd your opt-insPromote heavily – include a deal storePlan ahead – have a contest calendar forthe yearUse turnkey resourcesSell a sponsorship
  • PRESENTED BY SECOND STREET#promotionslabResources• Summer Deal Store Saleskit• Store creative• Print & web promo ads• Merchants to consider• Sales PPT deck• Kids and Pet Saleskit• Contest templates• Print & web promo ads• Advertisers to consider• Sales PPT deck• User Manual & FAQsJen Lauck, Support
  • PRESENTED BY SECOND STREET#promotionslabSummer Survival Plan – Store + ContestDeals Store Plan• Optimal Dates to Run– Maximize weekdays– July: 8-22– August: 5-19• How long to run your store– 10-14 days– Launch on a Monday• When to sell your store– May and June• Promotional Credit– Include within store ads &promotions– Use min. purchase credit type– $5 for purchase of $20 or moreContest Plan• Schedule at least two list buildingsweepstakes– Run 10-14 days• Schedule at least one sponsoredcontest– Run 2-4 weeks– Sell May and June• Include opt-in to build database• Include “SUMMERFUN”promotional credit• Every registrant gets deal credit– min. purchase required
  • PRESENTED BY SECOND STREET#promotionslabQ&AJulie FoleyDirector of Affiliate Contest Success@julie_foleyLiz CriderAffiliate Success Manager@emcrider