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CRMA Online Promotions Presentation

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CRMA Online Promotions Presentation

  1. 1. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Online Promotions are an EXPLOSIVE Opportunity How City & Regional Magazines Can Capture This Revenue Matt Coen | President & Co-Founder | Second Street | @mcoen
  2. 2. @secondstreetlab Our Partners 3,000 media companies & growing
  3. 3. @secondstreetlab secondstreetlab.com @secondstreetlab How-TosCase Studies Playbooks
  4. 4. @secondstreetlab summit.secondstreet.com
  5. 5. @secondstreetlab Certification On-Demand Proven Content
  6. 6. @secondstreetlab secondstreetlab.com/crma @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen
  7. 7. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E THE MAJOR SHIFT
  8. 8. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions Why Online Promotions?
  9. 9. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E START WITH EMAIL
  10. 10. @secondstreetlab Intersection of Promotions Deals Contests Reader’s Choice
  11. 11. @secondstreetlab $3MM from Email $500,000 $2,000,000 $500,000 Contests Deals Newsletters & Ads
  12. 12. @secondstreetlab
  13. 13. @secondstreetlab 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest YouTube Instagram Twitter Facebook Text Email 91% of people check their email at least once a day Source: eMarketer Daily Activities of US Internet Users
  14. 14. @secondstreetlab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Contest Submissions by Day 70% of Submissions The Impact of Email
  15. 15. @secondstreetlab Email + Promotions Promotions Build Your Email Database An Engaged Database Drives Promotions Revenue
  16. 16. @secondstreetlab
  17. 17. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E OPPORTUNITIES FOR ONLINE PROMOTIONS
  18. 18. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RUN SPONSORED CONTESTS1
  19. 19. @secondstreetlab U-T San Diego
  20. 20. @secondstreetlab U-T San Diego $30,000 in Revenue
  21. 21. @secondstreetlab Omaha World-Herald
  22. 22. @secondstreetlab Omaha World-Herald $75,000 in Revenue
  23. 23. @secondstreetlab WSB-FM
  24. 24. @secondstreetlab $30,000 in Revenue WSB-FM
  25. 25. @secondstreetlab 10 Weddings Booked WSB-FM
  26. 26. @secondstreetlab Wisconsin State Journal
  27. 27. @secondstreetlab $102,000 in Revenue Wisconsin State Journal
  28. 28. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PROMOTIONS + PRINT
  29. 29. @secondstreetlab The Daily Advocate Greenville, Ohio 7,000 Circulation
  30. 30. @secondstreetlab Contest Photos in Fair Magazine
  31. 31. @secondstreetlab $100,000 in Revenue
  32. 32. @secondstreetlab Sponsorship Models Exclusive Category-Exclusive Multiple
  33. 33. @secondstreetlab Identify the Right Sponsors Who would be a good match for the target demographic & contest theme? Who needs a fresh idea to maintain or increase spend? Who do I want to grow business with?
  34. 34. @secondstreetlab Submission Contest Presenting Sponsorship (Limit 1)! Logo inclusion on all promotional elements for the contest! Print Campaign including logo:! •  Full-page promotional ad ! •  Full-page winner announcement ad! •  [# of months contest is running] monthly premium full-color ads! Digital Campaign including:! •  Logo inclusion in contest header graphic! •  Contest page 728×90 & 300×250 served together (100% share of voice)! •  Pencil Pushdown (twice during the contest, during submission and voting periods)! •  100,000 300×250 ROS impressions! Email Campaign including coupon or offer:! •  Daily news & breaking news emails to combined database of 115,000! •  Invitation email to promotional database of 80,000! •  Thank you emails after registration and submission! Email opt-in checkbox on the registration page! Facebook Like box on the registration page! Social Campaign including:! •  Mentions on Facebook & Twitter at least once a week! •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image! Investment: ($1,000/week)! $15,000!
  35. 35. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RUN ADVERTISER CONTESTS2
  36. 36. @secondstreetlab What is a Facebook Contest?
  37. 37. @secondstreetlab Like-Gate Must ‘Like’ Page to Enter
  38. 38. @secondstreetlab Visible after Page is ‘Liked’ Entry Form
  39. 39. @secondstreetlab Expand Reach with Social Boost
  40. 40. @secondstreetlab Sponsored vs. Advertiser On Advertiser’s Page, No Mention of Media Company On Media Company’s Page, Sponsor in Branding
  41. 41. @secondstreetlab Incentivize the Like
  42. 42. @secondstreetlab 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013
  43. 43. @secondstreetlab Other: 28% Find new customers& leads: 72% Source:  Manta   Facebook Contesting Opportunity SMB Social Media Goals
  44. 44. @secondstreetlab Quad-City Times
  45. 45. @secondstreetlab
  46. 46. @secondstreetlab Identify Hot Leads 0 5 10 15 20 25 30 35 Next month Next 3 months Next 6 months When are you considering a new vehicle purchase?
  47. 47. @secondstreetlab $14,000 in Revenue Quad-City Times
  48. 48. @secondstreetlab Quad-City Times
  49. 49. @secondstreetlab Quad-City Times $19,500 in Revenue
  50. 50. @secondstreetlab
  51. 51. @secondstreetlab Quad-City Times Shared Agency-Model Package Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $3,150 3-3 Column x 10” Promotional Print Ads $2,340 Shared email to 80K + $6,000 100k ROS impressions (728x90 promotional ad) $2,000 Total dominance contest promotion $2,000 Set up and placement on contest page $500 Total Value: $15,990 Cost to Advertiser: $1,000
  52. 52. @secondstreetlab
  53. 53. @secondstreetlab Exclusive Facebook Advertiser Sweepstakes! Facebook Marketing Consultation! Print Campaign including logo:! •  ½ page promotional ad! •  ½ page winner announcement ad! •  Option to add print ads at a discounted rate during the promotion! Digital Campaign including:! •  100,000 728×90 ROS impressions! •  Total dominance on website homepage! Email Campaign including logo:! •  Invitation email to promotional database of 80,000! •  Thank you email to all entrants with coupon or offer! Email opt-in checkbox on the registration page! Facebook Like box on the registration page! Social Campaign including:! •  Contest setup and placement on Facebook Page, including customized Like- gate image, Facebook cover photo, and contest app image! •  Customized thank you page with coupon or offer! •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image! Investment:! $10,000 ! (4 weeks)!
  54. 54. @secondstreetlab Shared Agency-Model Sales Package Facebook Marketing Consultation $500 1 Full Page Promotional Ad $3,150 3 ½ Page Horizontal Print Ads 10” x 5” $2,350 Shared Email to Database of 20K $2,000 100K ROS impressions (728 x 90 Promotional Ads) $2,000 Total Dominance Contest Promotion $2,000 Contest Setup on Facebook Page $500 Total Value: $13,500 Cost: $2,000
  55. 55. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E EXPAND READER’S CHOICE3
  56. 56. @secondstreetlab
  57. 57. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E BUT, THERE ARE PAIN POINTS.
  58. 58. @secondstreetlab
  59. 59. @secondstreetlab
  60. 60. @secondstreetlab
  61. 61. @secondstreetlab
  62. 62. @secondstreetlab
  63. 63. @secondstreetlab
  64. 64. @secondstreetlab
  65. 65. @secondstreetlab “We cut our set-up and administrative time in half with Voter’s Choice. Plus, we increased our votes by 250% over last year!” - Caroline Coursen, Moffly Media
  66. 66. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E REVENUE OPPORTUNITIES
  67. 67. @secondstreetlab $ Upgraded Listings Ballot Sponsors Print Issue Live Event Online Ads
  68. 68. @secondstreetlab Special Print Issues
  69. 69. @secondstreetlab Live Events
  70. 70. @secondstreetlab Upgraded Listings
  71. 71. @secondstreetlab Category Sponsorships
  72. 72. @secondstreetlab Online Ads
  73. 73. @secondstreetlab Vote for Me & Thank You Ads
  74. 74. @secondstreetlab Best of Kent 2014 Increased Ballot Revenue by 43%!
  75. 75. @secondstreetlab Overall Online Sponsorship
  76. 76. @secondstreetlab “Vote for Me” & “Thank You” Ads
  77. 77. @secondstreetlab Sold Variety of Online Ads
  78. 78. @secondstreetlab Gold Coast Connecticut 250% Increase in Voters from 2013
  79. 79. @secondstreetlab Ballot Presenting Sponsorship (Limit 1)! Logo inclusion on all promotional elements for the ballot! Print Campaign including:! •  Full-page “Vote for Me” ad! •  Full-page “Thank You” ad (if applicable)! Digital Campaign including:! •  Logo inclusion in ballot header graphic! •  Leaderboard ads over relevant category & sub-category! •  300×250 ad on the ballot page (100% share of voice)! •  Pencil Pushdown (twice during the ballot, during nomination and voting periods)! •  100,000 300×250 ROS impressions! •  Upgraded listing including logo, interactive map, link to website, & social buttons! Email Campaign including logo and coupon or offer:! •  2 invitation emails to promotional database of 80,000! •  Thank you emails after registration and voting! •  Winner announcement email after voting ends! Email opt-in checkbox on the registration page! Social Campaign including:! •  Mentions on Facebook & Twitter at least once a week! •  Logo inclusion on promotional Facebook cover photo! Mobile Campaign including:! •  Text message to database of 13,000 including a mention and shortlink! •  Mobile ads linking to ballot with logo! Investment:! $20,000!
  80. 80. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E NICHE BALLOTS 4
  81. 81. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E HOLIDAY
  82. 82. @secondstreetlab
  83. 83. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E SPORTS
  84. 84. @secondstreetlab
  85. 85. @secondstreetlab
  86. 86. @secondstreetlab
  87. 87. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E COMMUNITY EVENTS
  88. 88. @secondstreetlab
  89. 89. @secondstreetlab
  90. 90. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PARENTING
  91. 91. @secondstreetlab
  92. 92. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E WEDDING
  93. 93. @secondstreetlab
  94. 94. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E WORKPLACES
  95. 95. @secondstreetlab
  96. 96. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RESTAURANTS
  97. 97. @secondstreetlab
  98. 98. @secondstreetlab
  99. 99. @secondstreetlab
  100. 100. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Ballots hit on Trends
  101. 101. @secondstreetlab MOBILE
  102. 102. @secondstreetlab
  103. 103. @secondstreetlab LOCAL
  104. 104. @secondstreetlab
  105. 105. @secondstreetlab SOCIAL
  106. 106. @secondstreetlab
  107. 107. @secondstreetlab
  108. 108. @secondstreetlab
  109. 109. @secondstreetlab CROWD SOURCING CONTENT
  110. 110. @secondstreetlab
  111. 111. @secondstreetlab LISTS
  112. 112. @secondstreetlab
  113. 113. @secondstreetlab
  114. 114. @secondstreetlab
  115. 115. @secondstreetlab
  116. 116. @secondstreetlab
  117. 117. @secondstreetlab
  118. 118. @secondstreetlab SMB ADVERTISERS
  119. 119. @secondstreetlab
  120. 120. @secondstreetlab User-Generated Reviews
  121. 121. @secondstreetlab
  122. 122. @secondstreetlab Live events
  123. 123. @secondstreetlab
  124. 124. @secondstreetlab
  125. 125. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E ECOMMERCE PROMOTIONS5
  126. 126. @secondstreetlab 225 Best Eats
  127. 127. @secondstreetlab Special Reserve
  128. 128. @secondstreetlab UpNorthLive.com: 3 Regional Cards = $200K+
  129. 129. @secondstreetlab WISE-TV & WPTA-TV $112,000 in Revenue
  130. 130. @secondstreetlab State College $12,000 in Revenue
  131. 131. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PLANNING IS CRUCIAL
  132. 132. @secondstreetlab
  133. 133. @secondstreetlab secondstreetlab.com/crma
  134. 134. @secondstreetlab secondstreetlab.com/crma @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen

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