# #PromotionsLab
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
How to Gene...
# #PromotionsLab
How to Interact with Us
GoToWebinar™
Questions Panel
Twitter Hashtag:
#PromotionsLab
Note: We are recordi...
# #PromotionsLab
Who We Are
Increase ROI, Build &
Engage Audience
# #PromotionsLab
# #PromotionsLab
Welcome!
Liz Crider
Affiliate Success Manager
Second Street
liz@secondstreet.com
# #PromotionsLab
Agenda
• What are Cards
• Why they can Work for You
• Categories to Target…NOW
• The Sales Process
• Powe...
# #PromotionsLab
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
WHAT ARE CA...
# #PromotionsLab
What are Cards?
# #PromotionsLab
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
WHY THEY CA...
# #PromotionsLab
If You Have a
Deals Program….
# #PromotionsLab
If You Don’t Have a
Deals Program…
# #PromotionsLab
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
CATEGORIES ...
# #PromotionsLab
Golf Card
# #PromotionsLab
How to Structure a Golf Card
 8-12 Different Courses
 Round of Golf at EACH participating course
 Vali...
# #PromotionsLab
UpNorthLive.com – 3 Regional Cards - $200K+
# #PromotionsLab
WISE TV
# #PromotionsLab
WISE TV
Results
• $112K + in Gross Revenue
• 1,500 cards SOLD OUT TWICE
• Must Pay Cart Fee
• Valid throu...
# #PromotionsLab
KY3 – Regional Golf Cards
REVENUE
$30K and
growing
# #PromotionsLab
Additional Card
Revenue
Opportunities
# #PromotionsLab
Card Title Sponsorships
# #PromotionsLab
# #PromotionsLab
Promotions One-Two Punch!
# #PromotionsLab
Spa Card
# #PromotionsLab
How to Structure a Spa Card
 ONE great spa
 4-6 services
 Massage, facial, manicure, pedicure,
signatu...
# #PromotionsLab
UpNorthLive.com
Massage Card
100 Cards SOLD
OUT in 11 hours!
# #PromotionsLab
State College Spa Card
# #PromotionsLab
State College Spa Card
Results
• Over $12K gross
• Sold Out…TWICE
• Popular Spa
• Huge Promotion
# #PromotionsLab
Plan Complimentary
Promotions
# #PromotionsLab
SPA CARD
Promotions One-Two Punch!
# #PromotionsLab
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 SALES P...
# #PromotionsLab
How Do I Efficiently
Prospect?
 Quality Merchants
 Historical
Advertisers
 Online Research
# #PromotionsLab
What Is The Pitch
to Merchants?
 Benefits
 Opportunities
# #PromotionsLab
What Are the
Top Objections?
 Quality of
Audience
 Big Investment
 Redemption
# #PromotionsLab
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 POWER O...
# #PromotionsLab
Promotional Execution
# #PromotionsLab
Incorporate your advertiser’s logo and name
wherever possible
Show the value of everything included
Think...
# #PromotionsLab
TV has…
• VIDEO
• Category
Specific
Programming
• On Air Talent
• In Studio
Interviews
# #PromotionsLab
Radio has…
• In Studio
Interviews
• Live Reads
• Onsite Remotes
• Category
Specific
Programming
# #PromotionsLab
Dedicated Email
# #PromotionsLab
Online Display Ads
# #PromotionsLab
Special Video Productions
# #PromotionsLab
Special Promotions
# #PromotionsLab
Incorporate into Special Sections/Programming
# #PromotionsLab
Card Opportunities Throughout the Year
# #PromotionsLab
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 NITTY G...
# #PromotionsLab
Easy to Get
Started!
# #PromotionsLab
We Have Templates for You!
SPA CARD
# #PromotionsLab
Fulfillment Options
Physical/Mailed
Card
Printed
On-
Demand/Mobile
# #PromotionsLab
Physical/Mailed Card
# #PromotionsLab
Print On-Demand/Mobile
# #PromotionsLab
Age and Gender
information about
your customers
Heat Map of
where your deal
purchasers are
located
Mercha...
# #PromotionsLab
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
TOOLS FOR S...
# #PromotionsLab
Second Street Lab Big Page
# #PromotionsLab
SecondStreetLab.com/cards
# #PromotionsLab
Your Card Launch Checklist
Action Deadline/Date Completed
Decide on Card Type
Create Sales Package and Pr...
# #PromotionsLab
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
NEXT STEPS
# #PromotionsLab
Timeline for
Execution
Sales Materials
Checklist for
Tracking
Planning Calls
Second Street is
Here to Help
# #PromotionsLab
Questions?
Liz Crider
Affiliate Success Manager
Second Street
liz@secondstreet.com
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How to Generate NEW Revenue with Golf and Spa Cards this Spring

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Make the most of the opportunity around card promotions by running golf and spa cards this spring.

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  • Comment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
  • Tons of information, case study, industry insights and articles not only us but from your peers – leaders in the industry of promotions, deals, and contests
  • -multi offer ‘punchcards’ for multiple merchants-great high price point allows you to group similar businesses together to give customers a great value $99-$150 on average per card, straight trade-encourage repeat business and also gives customers opportunity to try new businesses-Multi Merchant cards are great for golf or ski deals-Single Merchant cards are ideal for spas – include several treatments for one great, upscale spa – this will encourage repeat business and grow loyalty-Choose between printed/mailed redemption OR digital/mobile redemption for each campaign you run
  • Cards give you something new to bring to partnersExpands your offering for consumersHelps you focus on top performing categoriesCan help raise per deal revenue and increase average priceProduct geared towards advertisers you may not be working with – new digital revenueConvert them into regular deal advertisersProven track record - THEY WORKRight categories for deals and especially so with cardsbig revenue a few times a year - who doesn’t need that
  • No problem – this can work for you, too!Cards work for any media type and market sizeDiversify your digital portfolioBe apart of the growing Local eCommerce trendCan be incorporated into other campaign-based promotions like special sections, contests, sales promotionsEasy to plan and execute with existing resourcesTarget advertisers that are not traditional core media buyersbig revenue a few times a year - who doesn’t need that
  • ShawnMarket Size: 119Type of card: GolfGross Revenue: $175K+Details: $99 Traverse City, MI Insights2014 card launching in NovemberExpecting $225K this year in cardsGross and net are the same thing for usSelling 3 regional cards at one time51 courses
  • Market 109
  • Market - 75----- Meeting Notes (1/22/14 11:28) -----KentGross revenueNET (if you're okay sharing it)Number of merchants involvedLaunch date and scheduleType of courses (executive?, etc.)
  • Liz
  • LizNew Sponsorship OpportunityAdditional Revenue OpportunityOnly works for multi-merchant cardsBranding for CompanyUnique OfferIn ALL PromoGreat Audience – align audiences with related and complementary sponsorsGolf TargetsGolf retailersGolf pros and lessonsAlcoholDriving rangesResortsAny premium or lifestyle brandSki TargetsRetailersTravel agenciesChalet rentalsResorts
  • Perfect opportunity to tie-in a cardEngage and grow your audience with contestsMonetize them with a card and contest sponsorships
  • Liz
  • Market 257
  • For an ever deeper integration is to make your card a prize for your contestThis would work really well here – spa card for mom!
  • SHawn– answer question
  • Shawn– answer question
  • Key selling point – in fact THE #1 essential selling pointNew advertising opportunity for your merchant – especially those who’ve never advertised with youYour key leverage to get a great offer from your advertiserYour opportunity to make a big splash and even showcase all the products you have to offer including some new, exciting ad units
  • Category Specific ProgrammingVIDEOOnline DirectoriesLive ReadsIn Studio InterviewsTalent – sports guys plays course and talks
  • LizIn Studio InterviewsOnsite RemotesLive ReadsCategory specific programming
  • ShawnWhat advertisers get-promo donut spots-landing page on website-links to their website-feature one-hole in sports cast each nightWhat we get
  • Golf: sell it annually but feature and refeature it through the golf season (length will be dictated by your market) – but start before the holidays and run through at least June for Father’s DayValentine’s Day: spa card – still time but you better act quicklyMother’s Day: spa card for MomHolidays: cards are perfect as gifts!All of these can be gifts throughout the year
  • Use these templates to give you a guideline For tracking and redemptionThese all have QR codesUnique IDs
  • As a site you will choose which fulfillment method your merchants/consumers will receive.We are thrilled to be able to offer both a physical/mailed card as well as on demand printed certificates and mobile redemption
  • Printed/Mailed cardQR code for merchant redemption and trackinghuge for merchantfour sided card - size of a business card when foldedtemplates from SSM or create your own with provided dimensions7% plus $5 per card7-10 days for shippingmerchant center for tracking/fulfillment/redemption
  • Mobile/print on demand fulfillment‘card’ on your phone or tablet - merchant chooses offer to redeemprint individual certificates for each offer/serviceimmediate fulfillmentmerchant center for tracking/fulfillment/redemption
  • ----- Meeting Notes (6/10/11 09:37) -----Your reps should be the front line on filtering out bad deals; the deal committee's purpose is to find the best deals possible that are going to drive revenue, excite users to buy and share and put the company in the best possible light with users and advertisers.
  • Our big pages curate all of the articles we have around a specific topic or theme – and we just added one for deal cardsPlease check out the lab – this is also where we will publish the takeaways for this webinar
  • EBOOK!Short URL?
  • LizMulti-Merchant or Single > Theme/Category; for this example, let’s go with golf.Since you want to have your reps selling two months ahead, start planning 3-6 months aheadTwo months before launchGive yourself extra time for any stragglersStrive to have the deal wrapped and ready to launch at least a week before launchTest artwork; finalize deal detailsMake a splash; leverage all of your assets to promote your card; align with existing promotions to get an extra boost
  • How to Generate NEW Revenue with Golf and Spa Cards this Spring

    1. 1. # #PromotionsLab 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 How to Generate NEW Revenue with Golf and Spa Cards this Spring March 27, 2014
    2. 2. # #PromotionsLab How to Interact with Us GoToWebinar™ Questions Panel Twitter Hashtag: #PromotionsLab Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck.
    3. 3. # #PromotionsLab Who We Are Increase ROI, Build & Engage Audience
    4. 4. # #PromotionsLab
    5. 5. # #PromotionsLab Welcome! Liz Crider Affiliate Success Manager Second Street liz@secondstreet.com
    6. 6. # #PromotionsLab Agenda • What are Cards • Why they can Work for You • Categories to Target…NOW • The Sales Process • Power of Promotion • The Nitty Gritty
    7. 7. # #PromotionsLab 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 WHAT ARE CARDS
    8. 8. # #PromotionsLab What are Cards?
    9. 9. # #PromotionsLab 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 WHY THEY CAN WORK FOR YOU
    10. 10. # #PromotionsLab If You Have a Deals Program….
    11. 11. # #PromotionsLab If You Don’t Have a Deals Program…
    12. 12. # #PromotionsLab 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 CATEGORIES TO TARGET NOW
    13. 13. # #PromotionsLab Golf Card
    14. 14. # #PromotionsLab How to Structure a Golf Card  8-12 Different Courses  Round of Golf at EACH participating course  Valid throughout 2014 Season  Add a Title Sponsor  Some Restrictions are Acceptable  Must pay cart fee  Valid weekdays and weekends after 1 Add a Title Sponsor for Even MORE Revenue!!!
    15. 15. # #PromotionsLab UpNorthLive.com – 3 Regional Cards - $200K+
    16. 16. # #PromotionsLab WISE TV
    17. 17. # #PromotionsLab WISE TV Results • $112K + in Gross Revenue • 1,500 cards SOLD OUT TWICE • Must Pay Cart Fee • Valid through 2014 Season
    18. 18. # #PromotionsLab KY3 – Regional Golf Cards REVENUE $30K and growing
    19. 19. # #PromotionsLab Additional Card Revenue Opportunities
    20. 20. # #PromotionsLab Card Title Sponsorships
    21. 21. # #PromotionsLab
    22. 22. # #PromotionsLab Promotions One-Two Punch!
    23. 23. # #PromotionsLab Spa Card
    24. 24. # #PromotionsLab How to Structure a Spa Card  ONE great spa  4-6 services  Massage, facial, manicure, pedicure, signature treatment  Avoid hair services  Valid for a minimum of 3 months
    25. 25. # #PromotionsLab UpNorthLive.com Massage Card 100 Cards SOLD OUT in 11 hours!
    26. 26. # #PromotionsLab State College Spa Card
    27. 27. # #PromotionsLab State College Spa Card Results • Over $12K gross • Sold Out…TWICE • Popular Spa • Huge Promotion
    28. 28. # #PromotionsLab Plan Complimentary Promotions
    29. 29. # #PromotionsLab SPA CARD Promotions One-Two Punch!
    30. 30. # #PromotionsLab 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 SALES PROCESS
    31. 31. # #PromotionsLab How Do I Efficiently Prospect?  Quality Merchants  Historical Advertisers  Online Research
    32. 32. # #PromotionsLab What Is The Pitch to Merchants?  Benefits  Opportunities
    33. 33. # #PromotionsLab What Are the Top Objections?  Quality of Audience  Big Investment  Redemption
    34. 34. # #PromotionsLab 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 POWER OF PROMOTION
    35. 35. # #PromotionsLab Promotional Execution
    36. 36. # #PromotionsLab 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 Tips for Creating Your Promotional Package
    37. 37. # #PromotionsLab TV has… • VIDEO • Category Specific Programming • On Air Talent • In Studio Interviews
    38. 38. # #PromotionsLab Radio has… • In Studio Interviews • Live Reads • Onsite Remotes • Category Specific Programming
    39. 39. # #PromotionsLab Dedicated Email
    40. 40. # #PromotionsLab Online Display Ads
    41. 41. # #PromotionsLab Special Video Productions
    42. 42. # #PromotionsLab Special Promotions
    43. 43. # #PromotionsLab Incorporate into Special Sections/Programming
    44. 44. # #PromotionsLab Card Opportunities Throughout the Year
    45. 45. # #PromotionsLab 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 NITTY GRITTY
    46. 46. # #PromotionsLab Easy to Get Started!
    47. 47. # #PromotionsLab We Have Templates for You! SPA CARD
    48. 48. # #PromotionsLab Fulfillment Options Physical/Mailed Card Printed On- Demand/Mobile
    49. 49. # #PromotionsLab Physical/Mailed Card
    50. 50. # #PromotionsLab Print On-Demand/Mobile
    51. 51. # #PromotionsLab Age and Gender information about your customers Heat Map of where your deal purchasers are located Merchant Center: Demographic Data
    52. 52. # #PromotionsLab 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 TOOLS FOR SUCCESS
    53. 53. # #PromotionsLab Second Street Lab Big Page
    54. 54. # #PromotionsLab SecondStreetLab.com/cards
    55. 55. # #PromotionsLab Your Card Launch Checklist Action Deadline/Date Completed Decide on Card Type Create Sales Package and Prospect List Launch Internally with Staff Sell, Sell, Sell – Deadline to Close Finalize Logistics with Merchant Set-up Deal in SSM Admin Promotion Launches – print/online/social/email
    56. 56. # #PromotionsLab 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 NEXT STEPS
    57. 57. # #PromotionsLab Timeline for Execution Sales Materials Checklist for Tracking Planning Calls Second Street is Here to Help
    58. 58. # #PromotionsLab Questions? Liz Crider Affiliate Success Manager Second Street liz@secondstreet.com

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