Master Class
Master Class
Kickoff:
How to be a part of the reopening for your
advertisers!

First things first…
Liz Huff
Director of Customer Success
at Upland Second Street
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
at Upland Second Street
jfoley@uplandsoftware.com
Gordon Borrell
CEO at Borrell Associates

Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

Do you have
questions?
Ask in the GoToWebinar
Panel during the webinar,
and we will answer them at
the end!

But there is light at the end of the tunnel:
Money is out there and it’s
time to grab your share!

$134
$120
$84 $87 $97 $106
$122 $129 $122
$122 $130
$115
$184
$200
$226
$250
$266
$299
2006 2008 2010 2012 2014 2016 2018 2020 2022
$ Billions
Local Advertising Local Promotions/Marketing
Credit: Borrell Associates
2x
2.5x

Your 2021 Goals

Change the way you
prioritize promotions

Your 2021 Goals
Change the way you prioritize
promotions:
Are you thinking about
promotions to drive results?

Your 2021 Goals
Change the way you prioritize
promotions:
Are you focused on the right
things, the things that are
big enough to matter?

Your 2021 Goals
Change the way you prioritize
promotions:
This is a significant business
opportunity - millions of
potential revenue!

Change the way you
talk to advertisers

Your 2021 Goals
Change the way you
talk to advertisers:
Are you conveying the value
proposition - focused on the
benefits to the advertisers?

Your 2021 Goals
Change the way you
talk to advertisers:
People that stopped
spending…go get them back!

Your 2021 Goals
Change the way you
talk to advertisers:
People that are new to the
market… how will you talk to
them?

Your 2021 Goals
Change the way you
talk to advertisers:
People that will keep
spending…help them stand
out from the crowd

Change the way you
think about database

Your 2021 Goals
Change the way you
think about database:
You have to understand and
communicate the value of
database

Your 2021 Goals
Change the way you
think about database:
You have to understand
HOW to use a database to
grow business

Gordon Borrell
CEO at Borrell Associates

The Story
Of 2021
Ø Preparing to spend a lot more
Ø But cautious about 2021
Ø Getting smarter about marketing
Ø Reducing media partnerships
Ø Highly likely to be influenced right now
Ø Highly interested in content marketing
Ø Focused on email marketing
Local Ad Buyers are . . .

The Story
Of 2021
Ø Preparing to spend a lot more
*2020 survey was postponed until late fall, so “increase” pertained to coming year, not current year.

Caution:
They’re Getting
Smarter
STEADY PROGRESSION IN MARKETING SAVVY
Source: Borrell’s annual local advertiser surveys; 2017, N=3,039 responses; 2018,
N=3,854 responses; 2019, N=2,288 responses; 2020, N=2,262 responses
Ø Getting smarter about marketing

Caution:
They’re Getting
Smarter
Source: Borrell’s annual local advertiser surveys; 2017, N=3,039 responses; 2018,
N=3,854 responses; 2019, N=2,288 responses; 2020, N=2,262 responses
Ø Reducing media partnerships

Need Proof? “Thinking about Q1 2021, where would you say your company falls in
terms of how firm or flexible your plans are for marketing/advertising?”
3 in 4 Ad Plans
Are Flexible
Source: December 2020 Borrell SMB Panel Survey, n=236
As pandemic subsides and
time progresses,
this number will plummet
Ø Highly likely to be influenced right now

64%
1%
6%
29%
40%
3%
24%
33%
More
Less
Dont
know
No
change
Currently using Content Mktg
28
Content
Marketing
2021 ‘Breakout’
Google “The Branded
Content Project” for more
resources
= High Growth
Expectations
Source: Borrell’s October 2020 SMB Panel; N=221
Source: Borrell’s October 2020 SMB Panel; N=221
ØHighly interested in Content Marketing
SMBs Planned Use of Content Marketing in 2021

Expect Greater
Focus on Email
Marketing Among 2,262 local SMBS surveyed in
late 2020:
• 36% said email marketing
grew more effective in 2020
• They spent, on average, $19,213 on
email marketing
• They planned to increase spending
on email 19% in 2021.
Source: Borrell’s Sept-Nov. 2020 survey of 2,262 local advertisers
Ø Focused on email marketing

30

Ideas to Get You Going:
Master Class Line Up

Master Class
Line Up

Master Class Line Up
12th Annual Second
Street Awards

Master Class Line Up
How to Ensure
Maximum Success from
Recurring Revenue
Campaigns

Master Class Line Up
Fine Tune Your Best Of
Strategy to Maximize
Revenue & Engagement

Master Class Line Up
Maximize Revenue &
Renewals from Your
Advertiser Lead-Gen
Campaigns

Master Class Line Up
Creating Meaningful &
Valuable Experiences
with Branded Content

Master Class Line Up
How to Build a Powerful
Database Growth
Strategy

Resources

lab.secondstreet.com

Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

Chat with Liz!
secondstreet.com/liz
Looking for tips to improve your
promotions program or nail your
next campaign?
Meet with Liz!

Chat with Julie!
secondstreet.com/julie
Looking for tips to improve your
promotions program or nail your
next campaign?
Meet with Julie!

Virtual
Summit 2021
Watch your inbox for
more info coming soon!

class.secondstreet.com

Today March 1st
at 1:00 pm CT
12th Annual Second
Street Awards

Tomorrow March
2nd at 11:00 am CT
How to Ensure
Maximum Success
from Recurring
Revenue Campaigns

Tomorrow March
2nd at 1:00 pm CT
Fine Tune Your Best Of
Strategy to Maximize
Revenue & Engagement

Thank You!
Liz Huff
Director of Customer Success
at Upland Second Street
lhuff@uplandsoftware.com
Julie Foley
Sr. Customer Success Manager
at Upland Second Street
jfoley@uplandsoftware.com
Gordon Borrell
CEO at Borrell Associates