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Preparing for Reopening: Success in 2021 and Beyond!
- 1. Master Class Master Class Kickoff: Howto be a part of the reopening for your advertisers!
- 2. First things first… LizHuff 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
- 3. Chat NOW with Success! lab.secondstreet.com 10am- 4pm CT, Monday-Friday
- 4. Do you have questions? Askin the GoToWebinar Panel during the webinar, and we will answer them at the end!
- 6. But there islight at the end of the tunnel: Money is out there and it’s time to grab your share!
- 7. $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
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- 9. Change the wayyou prioritize promotions
- 10. Your 2021 Goals Changethe way you prioritize promotions: Are you thinking about promotions to drive results?
- 11. Your 2021 Goals Changethe way you prioritize promotions: Are you focused on the right things, the things that are big enough to matter?
- 12. Your 2021 Goals Changethe way you prioritize promotions: This is a significant business opportunity - millions of potential revenue!
- 13. Change the wayyou talk to advertisers
- 14. Your 2021 Goals Changethe way you talk to advertisers: Are you conveying the value proposition - focused on the benefits to the advertisers?
- 15. Your 2021 Goals Changethe way you talk to advertisers: People that stopped spending…go get them back!
- 16. Your 2021 Goals Changethe way you talk to advertisers: People that are new to the market… how will you talk to them?
- 17. Your 2021 Goals Changethe way you talk to advertisers: People that will keep spending…help them stand out from the crowd
- 18. Change the wayyou think about database
- 19. Your 2021 Goals Changethe way you think about database: You have to understand and communicate the value of database
- 20. Your 2021 Goals Changethe way you think about database: You have to understand HOW to use a database to grow business
- 21. Gordon Borrell CEO atBorrell Associates
- 22. The Story Of 2021 ØPreparing 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 . . .
- 23. The Story Of 2021 ØPreparing to spend a lot more *2020 survey was postponed until late fall, so “increase” pertained to coming year, not current year.
- 25. Caution: They’re Getting Smarter STEADY PROGRESSIONIN 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
- 26. Caution: They’re Getting Smarter Source: Borrell’sannual 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
- 27. Need Proof? “Thinkingabout 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
- 28. 64% 1% 6% 29% 40% 3% 24% 33% More Less Dont know No change Currently using ContentMktg 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
- 29. Expect Greater Focus onEmail 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
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- 31. Ideas to GetYou Going: Master Class Line Up
- 32.
- 33. Master Class LineUp 12th Annual Second Street Awards
- 34. Master Class LineUp How to Ensure Maximum Success from Recurring Revenue Campaigns
- 35. Master Class LineUp Fine Tune Your Best Of Strategy to Maximize Revenue & Engagement
- 36. Master Class LineUp Maximize Revenue & Renewals from Your Advertiser Lead-Gen Campaigns
- 37. Master Class LineUp Creating Meaningful & Valuable Experiences with Branded Content
- 38. Master Class LineUp How to Build a Powerful Database Growth Strategy
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- 41. Chat NOW with Success! lab.secondstreet.com 10am- 4pm CT, Monday-Friday
- 42. Chat with Liz! secondstreet.com/liz Lookingfor tips to improve your promotions program or nail your next campaign? Meet with Liz!
- 43. Chat with Julie! secondstreet.com/julie Lookingfor tips to improve your promotions program or nail your next campaign? Meet with Julie!
- 44. Virtual Summit 2021 Watch yourinbox for more info coming soon!
- 45.
- 46. Today March 1st at1:00 pm CT 12th Annual Second Street Awards
- 47. Tomorrow March 2nd at11:00 am CT How to Ensure Maximum Success from Recurring Revenue Campaigns
- 48. Tomorrow March 2nd at1:00 pm CT Fine Tune Your Best Of Strategy to Maximize Revenue & Engagement
- 49. Thank You! Liz Huff Directorof 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