How to Plan Your Promotions Calendar for the Year
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The document discusses how to plan an effective promotions calendar for the year. It recommends a 4 step process: 1) Set goals, 2) Assemble a team, 3) Create the calendar, and 4) Engage sales. When creating the calendar, brainstorm promotion ideas, consider seasonal/holiday events and local initiatives, and include top performing contests, ballots, and ecommerce promotions. The calendar should include a mix of promotions to diversify revenue streams and keep audiences engaged throughout the year.
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How to Plan Your Promotions Calendar for the Year
- 1. How to Plan your Promotions Calendar for the Year 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 #PromotionsLab
- 2. Presenters Julie Foley Director of Affiliate Success Second Street @julie_foley #promotionslab Matt Chaney Director of Affiliate Success Second Street @mattchaney
- 3. How to Interact with Us Twitter Hashtag: #PromotionsLab Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. #promotionslab
- 4. Who We Are #promotionslab Increase ROI, Build & Engage Audience
- 7. Why Online Promotions? $90 $80 $70 $60 $50 $40 $30 $20 $10 $0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates In Billions #promotionslab
- 8. Why Online Promotions? $90 $80 $70 $60 $50 $40 $30 $20 $10 $0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates In Billions #promotionslab $80 Billion by 2017!
- 9. This Growth is Happening Because…. #promotionslab
- 10. #promotionslab A Lean-Forward Medium
- 11. #promotionslab Advertisers Want to Activate Consumers
- 12. Consumers Expect More from Advertisers #promotionslab
- 13. “If you don't know where you are going, you'll end up someplace else.” -Yogi Berra #promotionslab
- 14. #promotionslab 4 Steps to Successful Planning
- 15. 1 Set a Goal #promotionslab
- 16. #promotionslab Set Realistic Time-Bound & Measurable Goals
- 17. #promotionslab When Planning Always Keep Revenue Your Goals in Mind Audience Database
- 18. 2 Put a Team Together #promotionslab
- 19. #promotionslab Don’t work in silos.
- 20. #promotionslab News/Content Marketing Sales Operations
- 21. Even Super Heroes Need Help Sometimes Even super heroes are more #promotionslab powerful in teams.
- 22. 3 Create a Calendar #promotionslab
- 23. Your Calendar… Charts Your Path to Success #promotionslab
- 24. Your Calendar… Charts Your Path to Success #promotionslab Keeps Your Team Aligned
- 25. Your Calendar… Charts Your Path to Success #promotionslab Keeps Your Team Aligned Organizes Your Sales Efforts
- 26. Your Calendar… Charts Your Path to Success #promotionslab Keeps Your Team Aligned Organizes Your Sales Efforts Helps You Stay Focused on Goals
- 27. Engage Your 4 Sales Force #promotionslab
- 28. Include Promotions in Every Sales Meeting #promotionslab
- 29. Creating a Promotions Calendar #promotionslab
- 30. #promotionslab Brainstorm Promotion ideas
- 31. CaleSenasdoanarl
- 32. Seasonal and Holiday Events Seasons Holidays #promotionslab
- 33. Month Seasons/Holidays Jan New Year's Feb Valentine's Day Mar St. Patrick's Day Apr Easter #promotionslab May Mother's Day Memorial Day Jun Father's Day Jul Independence Day Aug Sep Labor Day Oct Halloween Nov Thanksgiving Dec Christmas Hanukkah Contest Idea Brainstorm
- 34. Market-Specific Events Festivals Sports Fairs #promotionslab
- 35. Contest Idea Brainstorm Month Seasons/Holidays Market Events Jan New Year's Feb Valentine's Day Mardi Gras Mar St. Patrick's Day #promotionslab College Basketball Tournament Apr Easter Baseball Opening Day May Mother's Day Memorial Day Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School Sep Labor Day College Football Pro Football Oct Halloween County Fair Breast Cancer 5K Nov Thanksgiving Dec Christmas Hanukkah Holiday Parade
- 36. Internal Initiatives Special Section #promotionslab Marketing Event Programming
- 37. Contest Idea Brainstorm Month CSeaasonlse/Hnoliddaysar: SLeocaal Esveontsnal PIniotiatirvetsi on Jan New Year's #promotionslab Get Fit Special Section Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Holiday Parade
- 38. Seasonal Sales
- 39. Business Categories to Grow Automotive Financial Healthcare #promotionslab
- 40. Target Specific Advertisers to Grow #promotionslab
- 41. Contest Idea Brainstorm Month CSeaasonlse/Hnoliddaysar: SLeocaal Esveontsnal PIniotiatirvetsi on Sales Jan New Year's #promotionslab Get Fit Special Section Categories: Health Care Automotive Financial Restaurants _________ Specific Advertisers: Trader Joe’s Commerce Bank Children’s Hospital Café Napoli Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Holiday Parade
- 43. Top 10 Contests 1. Kids/Babies 2. Sports Pick ‘Ems 3. Sweepstakes 4. Couples 5. Talent 6. Pets 7. Mother’s/Father’s Day 8. Goodwill 9. Halloween 10. Makeovers #promotionslab
- 44. Top 10 Ballots 1. Metro 2. High School Sports 3. Holidays 4. Weddings 5. Food 6. Sports Awards 7. Family Favorites 8. Local Events 9. Bands 10. Thematic Deep-Dive
- 45. • Top Ecommerce Ideas #promotionslab Top 10 Ecommerce Promotions 1. Golf Card 2. Holiday Store 3. Mother’s Day Store 4. Father’s Day Store 5. Spa Card 6. Travel Offers 7. Restaurant Offers 8. Recreation Offers 9. Event Offers 10. Theme Weeks
- 46. Contest Idea Brainstorm Month CSeaasonlse/Hnoliddaysar: SLeocaal Esveontsnal PIniotiatirvetsi on Sales Top Performers Jan New Year's #promotionslab Get Fit Special Section Categories: Health Care Automotive Financial Restaurants _________ Specific Advertisers: Trader Joe’s Commerce Bank Children’s Hospital Café Napoli CONTESTS: Kids & Babies Sweepstakes Custom Sports Big Giveaway Pets Fan Spirit Talent Advertiser Specific Travel & Vacation Couples BALLOTS: Metro High School Sports Holidays Wedding Food Sports Family Favorites Local Events Bands Thematic Deep Dive ECOMMERCE: Golf Card Holiday Store Mother’s Day Store Father’s Day Store Spa Card Travel Offers Restaurant Offers Recreation Offers Event Offers Theme Weeks Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Holiday Parade
- 48. Core Contest Types Sweepstakes #promotionslab Managed & Custom Pick ‘Em Submission
- 49. Sweepstakes Big Giveaway Enter to Win Code Word
- 50. Characteristics of Sweepstakes #promotionslab Sweepstakes Top Examples Cash Gas Grocery Movie Tickets Contest Entry Low barrier Audience Broad Engagement Low Shelf Life Days
- 51. Sports Pick ‘Em Pro Football Season Pro Football Big Game College Football Season College Football Bowl College Basketball Pro Basketball Auto Racing Golf Pro Hockey
- 52. Managed Entertainment Pick ‘Em
- 53. Custom Pick ‘Em Entertainment Pick ‘Em Bracket Sport Pick ‘Em
- 54. Characteristics of Pick ‘Em Contests Managed & Custom #promotionslab Pick ‘Em Top Examples Pro Football College Basketball Award Shows Contest Entry Medium barrier Audience Targeted Engagement High Shelf Life Months
- 55. Submission Photo Video MP3 Essay
- 56. Characteristics of Submission #promotionslab Submission Top Examples Kids/Babies Pets Couples Talent Contest Entry High barrier Audience Targeted Engagement High Shelf Life Weeks
- 58. Metro Ballot Characteristics #promotionslab Metro Top Examples Best of Reader’s Choice A-List Viewers Choice Audience Broad Engagement High Shelf Life Weeks to Months Target Very Broad Advertisers
- 59. Niche Ballot Characteristics #promotionslab Niche Top Examples High School Sports Awards Weddings Food Healthcare Audience Targeted Engagement Very High Shelf Life Weeks Target Advertisers Specific Based on Theme
- 62. Ongoing Models
- 63. #promotionslab Definition New featured offer everyday – BIG revenue potential. Daily Deals
- 64. #promotionslab Definition Only one featured offer per week. Weekly Offers
- 65. #promotionslab Unique opportunity to access experiences and services at a good value. Typically monthly. Exclusive Offers Definition
- 67. #promotionslab Definition Physical card that has multiple offers from a single merchant or several merchants. Cards
- 68. #promotionslab Definition Physical card that has multiple offers from a single merchant or several merchants. Cards: Golf Earning Potential $75,000 Resource Level High # of Offers 6-10 Length to Run Several Months Key Trait Create Upsell Opportunities
- 69. #promotionslab Definition Physical card that has multiple offers from a single merchant or several merchants. Cards: Spa Earning Potential $20,000 Resource Level Moderate # of Offers 4-7 Length to Run 3-4 Weeks Key Trait Encourage Repeat Visits
- 70. #promotionslab A week-long site theme including 3-5 related offers with special branding and promotion. Theme Weeks Definition
- 71. #promotionslab Earning Potential $10,000 Resource A week-long site theme including 3-5 related offers with special branding and promotion. Theme Weeks Definition Level Low # of Offers 5 Length to Run 5 Days Key Trait Give You a Flexible Promotion to Run Anytime
- 72. #promotionslab Group of 12+ offers tied to a holiday or season – perfect for combining with contests and other promotions. Seasonal Stores Definition
- 73. #promotionslab Earning Potential $40,000 Resource Group of 10+ offers tied to a holiday or season – perfect for combining with contests and other promotions. Seasonal Stores Definition Level High # of Offers 12-20 Length to Run 10-14 Days Key Trait Tie-in with Existing Initiatives
- 74. #promotionslab Create your calendar
- 75. Goal 1 Revenue Database #promotionslab Goal 2 Audience Goal 3
- 76. Strive for a Good Promotions Mix #promotionslab
- 77. Benefits of a Good Promotions Mix Site: Diversifies Digital Revenue & Marketing #promotionslab Advertiser: Offers New Ways to Meet Goals Audience: Keeps Them Engaged
- 78. Adjust Your Mix & Volume to Reach Your Goal #promotionslab
- 79. Calendar: Seasonal Portion #promotionslab Idea Brainstorm Month Seasons/Holidays Local Events Initiatives Sales Top Performers Jan New Year's Get Fit Special Section Categories: Health Care Automotive Financial Restaurants _________ Specific Advertisers: Trader Joe’s Commerce Bank Children’s Hospital Café Napoli CONTESTS: Kids & Babies Sweepstakes Custom Sports Big Giveaway Pets Fan Spirit Talent Advertiser Specific Travel & Vacation Couples BALLOTS: Metro High School Sports Holidays Wedding Food Sports Family Favorites Local Events Bands Thematic Deep Dive ECOMMERCE: Golf Card Holiday Store Regional Travel Local Attractions Seafood Wineries Summer Camps Thai Restaurants Sports Bars Italian Food Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Other Winter Holidays Holiday Parade
- 80. Calendar: Seasonal Portion #promotionslab Idea Brainstorm Month Seasons/Holidays Local Events Initiatives Sales Top Performers Jan New Year's Get Fit Special Section Categories: Health Care Automotive Financial Restaurants _________ Specific Advertisers: Trader Joe’s Commerce Bank Children’s Hospital Café Napoli CONTESTS: Kids & Babies Sweepstakes Custom Sports Big Giveaway Pets Fan Spirit Talent Advertiser Specific Travel & Vacation Couples BALLOTS: Metro High School Sports Holidays Wedding Food Sports Family Favorites Local Events Bands Thematic Deep Dive ECOMMERCE: Golf Card Holiday Store Regional Travel Local Attractions Seafood Wineries Summer Camps Thai Restaurants Sports Bars Italian Food Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Other Winter Holidays Holiday Parade
- 81. #promotionslab Top Ideas Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot
- 82. #promotionslab Top Ideas Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot
- 83. #promotionslab
- 84. #promotionslab
- 85. High School Football #promotionslab Top Ideas Month Idea Contest Recommendations Goals they fulfill Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot Pick ‘Em Fan’s Choice Ballot Revenue from Multiple Advertisers Niche Audience Audience Frequency Idea Promotion Recommendations Goals They Fulfill
- 86. #promotionslab Top Ideas Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot HS Football Pick ‘Em Fan’s Choice Awards Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot
- 87. #promotionslab Top Ideas Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot
- 88. #promotionslab
- 89. #promotionslab
- 90. #promotionslab
- 91. Month Idea #promotionslab Contest Recommendations Top Ideas Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s rj Dec Christmas/Hanukkah Holiday Ballot Holiday Gift Card Sweepstakes Holiday Shopping 12 Days of Deals (Holiday Store) Christmas Hanukkah Holiday Sweeps Holiday Ballot 12 Days of Deals Revenue via Multiple Advertisers Foot Traffic Database Growth Idea Promotion Recommendations Goals They Fulfill
- 92. #promotionslab Top Ideas Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Mar College Basketball Automotive Apr Golf Section Mother’s Day May Mother’s Day Jun Father’s Day Jul Talent Metro Ballot Aug HS Football Sports Ballot HS Football Pick ‘Em Fan’s Choice Awards Ballot Sep College & Pro Football Automotive Oct County Fair Halloween Nov Thanksgiving Sweepstakes Trader Joe’s Dec Christmas/Hanukkah Holiday Ballot Holiday Gift Card Sweepstakes Holiday Shopping 12 Days of Deals (Holiday Store)
- 93. #promotionslab Sample Contest Calendar January - June Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jan Kids & Babies Children’s Hospital Golf Card Cutest Kids Golf Card Feb Valentine’s Day Cutest Couples Bridal Show/Guide Wedding Ballot Sweepstakes Cutest Couples Bridal Show Ticket Sweeps Wedding Valentine’s Day Store Mar College Basketball Automotive Basketball Bracket Apr Golf Section Mother’s Day Mother’s Day Photo Mother’s Day Store May Mother’s Day Jun Father’s Day Father’s Day Photo Father’s Day Store
- 94. #promotionslab Sample Contest Calendar July - December Month Idea Contest Recommendations Ballot Recommendations Ecommerce Recommendations Jul Talent Metro Ballot Oh Say Can you Sing Metro Ballot Best of Store Aug HS Football Sports Ballot HS Football Pick ‘Em Fan’s Choice Awards Ballot Sep College & Pro Football Automotive Pro Football Pick’Em Oct County Fair Halloween Cutest Trick or Treater State Fair Nov Thanksgiving Sweepstakes Trader Joe’s Thanksgiveaway Sweeps Dec Christmas/Hanukkah Holiday Ballot Holiday Store Holiday Gift Card Sweepstakes Holiday Shopping 12 Days of Deals (Holiday Store)
- 95. Goal 1 Revenue Database #promotionslab Goal 2 Audience Goal 3
- 96. When to start planning your promotion #promotionslab
- 97. Follow the Three- Month Rule #promotionslab
- 98. Timeline Example: Wedding Ballot 3 months Plan Nov. 1 #promotionslab Sell Dec. 1 2 months 1 month Promote Jan. 1 Post- Ballot Review
- 99. #promotionslab Follow the Two-Month Rule
- 100. Timeline Example: Wedding Ballot 3 months Plan Nov. 1 #promotionslab Sell Dec. 1 2 months 1 month Promote Jan. 1 Post- Ballot Review
- 101. Follow the One-Month Rule #promotionslab
- 102. Timeline Example: Wedding Ballot 3 months Plan Nov. 1 #promotionslab Sell Dec. 1 2 months 1 month Promote Jan. 1 Post- Ballot Review
- 103. Timeline Example: Wedding Ballot 3 months Plan Nov. 1 #promotionslab Sell Dec. 1 2 months 1 month Promote Jan. 1 Post- Ballot Review
- 106. Gather your Team #promotionslab
- 107. #promotionslab Set Realistic Time-Bound & Measurable Goals
- 108. Case Studies Promotion Examples secondstreetlab.com/calendar #promotionslab Playbooks & Worksheets
- 109. Q&A Julie Foley Director of Affiliate Success Second Street @julie_foley #promotionslab Matt Chaney Director of Affiliate Success Second Street @mattchaney
Editor's Notes
- Chaney
- Chaney
- Chaney
- Chaney This chart from Borrell Associates shows the growth in online promotions spending. We are currently seeing that 40BB is being spent by local advertisers in 2014.
- Chaney Online is the perfect medium for promotions Its your way to be where your audience is…. And Your way to keep engaging your audience Online promotions allows your audience to “interact with an advertiser’s brand” by: Download a coupon Buy a deal Enter a contest Vote in a ballot
- Chaney And consumers expect more from advertiser’s these days: They want to interact with brands they like and care about Want more access They want to be Involved, and engaged with that advertiser and brand They want to be excited and involved; online promotions allow for a two-way communication
- Chaney Always set a goal. Without a goal how will you know if you’ve been successful? Here are some goal examples: Revenue growth Target a new audience Engage an existing audience Target a niche audience Grow email database Increase social fans + engagement Just make sure they are Clear and measruable
- Chaney In order to successfully fulfill your goals you’ll need a TEAM. Alignment across departments is key A Full Promotions Team will have someone from: Marketing Sales Editorial/Newsroom Operations
- Chaney Ask yourself a couple of questions Create a promotions task force – someone from each department Marketing Sales Programming/News Promotions Manager (radio) Operations/Ad Ops/Web
- Chaney Once you’ve set clear and measureable goals and formed a team – now you can create a calendar. This is where it gets really FUN! Pick contests that will fulfill your goals and that align with existing company initiatives. Having that cross departmental team will insure buy in acroos your company.
- Chaney A calendar helps you organize your sales efforts – and preparation is the key to success with sales!
- Chaney Include Promotions as a Regular Topic in Your Sales Meeting – give updates on upcoming launches, past successes, trends, case studies – feel free to steal them from the Lab!
- Julie First step to creating our calendar is going to be a BRAINSTORM.
- Julie Things like SEASONAL AND HOLIDAY events. Think Spring – Fall and of course big holidays like Valentine’s Day, Mother’s Day, and the Winter Holidays like Hanukkah and Christmas.
- Julie And we are going to add those to our calendar as you see here! We’ve filled this out for you to get you started.
- And lets add those LOCAL events to our calendar. If you’re in west Alabama, Louisiana or south Arkansas or St Louis MARDI GRAS might be a big local event in your market. I know I celebrate it every year!
- Next category to consider while BRAINSTORMING is of course SALES!!
- And think about the Specific Advertisers in your market you want to target this year: That could be a local bank, the regional hospital, a restaurant group or even a regional retailer or BRAND.
- This list of top 10 contest ideas are ones you should seriously consider adding to your calendar as they are extremely popular with your audience.
- Julie Here are the core types of contests. We have Sweepstakes contests Mananged and custom Pickems And Submission contests.
- The Characteristics of a sweeps contests are They have a Very low barrier to entry They Reach a BROAD audience – great at expanding your reach Sweeps are awesome at collecting email opt-ins or likes for Facebook. Have low engagement And can be run in a matter of days.
- A custom pickem gives you the ability to create your own sports or entertainment pickem. Many affiliates use this for High School Football, Basketball or even custom brackets for “best beer or burger”. The VERY FIRST UPICKEM contest I ever ran was a custom college football pickem!
- And last but not least we have SUBMISSION contests. Most popular in this category: KIDS AND BABY Photo contests! Video, Essay and MP3 submission are other types as well.
- Submission contests have have a higher barrier to entry but have high engagement with a targeted demographic
- The Characteristics of a metro ballot are: They Reach a BROAD audience – great at expanding your reach They are awesome at collecting email opt-ins Have HIGH engagement And can be run over a couple of weeks or months And you can target a very broad list of advertisers.
- Chaney So let’s discuss the different Contest TYPES!
- Daily Deals are a major opportunity if you put the resources behind them, and we recognize that, for some, this model has been a challenge But we are encouraged by the trend we’re seeing develop around ecommerce promotions and how they can work in conjunction with a daily program to enhance it or as standalone promotions. The one constant is that consumers love discounts and deals – especially unique, local offers, which is the bread and butter of local media ecommerce and deal sites.
- Now that we’ve covered those ongoing options, we’re going to dig into the special event types of ecommerce promotions a little more. Remember that these all have the potential to work as a standalone campaign or as layers on top of the ongoing models I just described.
- Golf cards are multi merchant cards and really well with the golf category. Here you’ll feature rounds of golf from a variety of courses. The earning potential here is huge. We’ve seen small to mid-sized markets generate six figures with these when timed right. The nice thing about a golf card is that you can sell these for several months. We suggest launching your 2015 card in November to take advantage of all of that online shopping and run it throughout the golf season. The idea is to refeature it throughout the campaign at strategic times – start of golf season, father’s day, mid-summer. Golf courses love these because they get a sustained promotion and they generate traffic to the course – often during slower times like weekdays – and they create upsell opportunities for the course.
- Theme weeks give you a flexible way to create an unique promotion with a limited number of spots that you can run for a week. These can work as standalone promotions or takeover you existing deal site for the week.
- Resource: Given the volume of deals and the lead time needed to do these right, these have a little higher level of involvement. But the revenue potential makes it certainly worth it! These work particularly well when aligned with a special section, contest, or ballot as a way to attach some extra digital revenue to the initiative. The holiday period is the most lucrative of the year, and we also see a lot of success with stores themed around valentine’s day, father and mother’s day A couple of other things to keep in mind: Pay attention to the quality of all the participating advertisers, so allow for at least 30-60 days of selling in order to target to right prospects. Include a variety of relevant categories and price points. Promote with all the resources available – a store is a major event. Work Sales Cycle Assign a champion to the promotion who can motivate the entire sales team to bring in multiple quality offers. Create an internal promotion that will get your reps excited about the store and its high earning potential.
- Chaney Remember to think of all the contest types we discussed – Sweepstakes, pickems and submission – We want a great contest calendar when we are done!
- Chaney So as your creating your calendar Adjust your mix to reach your goals
- Julie Lets take a look at that Idea brainstorm we did earlier. There are a LOT of ideas here. Time to make some tough decisions. What are the ones we HAVE to have. Ones that will help us reach our goals and align across departments?
- Julie Lets take a look at that Idea brainstorm we did earlier. There are a LOT of ideas here. Time to make some tough decisions. What are the ones we HAVE to have. Ones that will help us reach our goals and align across departments?
- Julie
- We could do a photo submission contest, a pickem or a sweepstakes.
- So we add it to our calendar!
- The #1 shopping day of the year is Cyber Monday, so a tie-in with that has proven to be a very successful approach.
- In this case we’ve chosen the Holiday Sweeps Holiday Ballot 12 Days of Deals
- Julie And we do that for all our ideas on the calendar and we get this list for the first half of the year.
- Julie So when should you start planning
- When it comes to SELLING you need to follow the 2 month rule. Give your team ample time to sell – at a minimum 2 months before the launch of the contest
- Here’s an overview of our execution timeline. We just wrapped up the things that need to happen at the 3 month mark. The teams are going to go now and implement those things and gear up for the next phase, which is selling the ballot. The rest of the course will be based on these remaining milestones.
- Julie
- Chaney Each module has an assessment at the end to test the knowledge of the learner This is something we’re offering exclusively for our partners
- Chaney Set goals for revenue, audience and database growth. At the end of the day you should pick a goal and come up with the best way to achieve it.