PRESENTER                 Julie Foley                 Director of Affiliate Success                 @julie_foley #secondst...
HOW TO ASK QUESTIONS                           We are recording this                       webinar and you will receive   ...
WHAT WE DO                 A truly white label contest provider                              To date, UPICKEM has executed...
WHAT WE DO #secondstreet   PRESENTED BY SECONDSTREET
WHY CONTESTS?• Build Audience, Page Views and  Brand Awareness• Generate Sponsorship & Ad Revenues• Build User Database fo...
AGENDA• Turnkey Halloween Contest Overview• Custom Case Studies• UPICKEM Resources• Additional Success Tactics• Q&A  #seco...
WHY HALLOWEEN?• Spending is up!  •   Seven in 10 Americans will celebrate      Halloween  •   Average person spends $72.31...
TURNKEY CONTEST OVERVIEW• Two design templates that can be  locally branded and run on your site• Default Dates:  •   Subm...
TURNKEY CONTEST OVERVIEW• Prizes  • Local prizes can be added  • This is not a National contest. There are    no national ...
FAQ•   How do I request this turnkey contest?•   Can I alter the branding?•   Who approves entries and comments?•   Can I ...
ADDING THE CONTEST• Turnkey Contest  • Login to Admin Tool  • Choose Halloween Contest from    Turnkey section  • Pick fro...
RESOURCES•  Two fully branded Halloween contests•  Sales Kit  • Contest Overview  • Two versions of print & web ads  • Adv...
TEMPLATE vs. CUSTOM Template •       Two turnkey design templates •       Ad templates •       Sales kit Custom •       Un...
Custom Contest Case Studies#secondstreet
CASE STUDYCutest Trick or Treaters• The Advocate• Baton Rouge, LA• Submissions: 163• Registered Users: 1,654• Sponsored by...
CASE STUDYChildren’s Halloween Costume• The Star Tribune• Minneapolis, MN• Sponsored by Trail of Terror• 3rd year of runni...
CASE STUDYCutest Trick ‘r Treater• The Lubbock Avalanche-Journal• Lubbock, TX• Votes: 9,317 Votes• Sponsored by Spirit Hal...
CASE STUDYBOO-tiful Babies• KIAH-TV• Houston, TX• Submissions: 97• Registered Users: 548• Votes: 599,834• Sponsored by The...
CASE STUDY Cutest Trick r’ Treater • The Statesboro Herald • Statesboro, GA • Registered Users: 553 • Votes: 34,144 • Spon...
CASE STUDYCutest Halloween Costume• The Arkansas Democrat Gazette• Little Rock, AK• Submissions: 122• Registered Users: 1,...
CASE STUDYHalloween Pet Photo Contest• WPXI-TV• Pittsburgh, PA• Submissions: 102• Registered Users: 525 #secondstreet     ...
EXAMPLE SALES PACKAGE WDJT –TV (CBS58) Milwaukee, WI Presenting Sponsor - Contest name “ABC Company Halloween Photo Contes...
ADDITIONAL SALES TACTICS•    Facebook•    Mobile & tablet•    Custom emails•    Prize partners    #secondstreet          P...
FACEBOOK•    Add to your Facebook page•    Add to your sponsor’s     Facebook page•    Add Like-Gate for both you     and ...
MOBILE & TABLET• Two turnkey mobile versions are  branded with contest logo• Customize the mobile version with  sponsor ad...
CUSTOM EMAILS• Send an initial invite to your promotions  database• Send reminder emails to registered players• Customize ...
Identify Prize Partners                                           Grand Prize Secure Prize Partners• Offer advertising in ...
Q&A                 Julie Foley                 Director of Affiliate Success                 @julie_foley #secondstreet  ...
How to Sell a Halloween Contest
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How to Sell a Halloween Contest

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Spending is BOOming. How are you capitalizing?

Halloween is more than a child’s holiday; all age groups get into the holiday spirit. That’s why running a Halloween-themed contest is a great way to drive sponsorship revenue from advertisers. Our How to Sell a Halloween Contest webinar provides actionable tips on how to successfully prepare your sales team to target the right advertisers for a Halloween contest.

To learn more, watch a recording of the presentation or read our top takeaways:

http://secondstreetlab.com/wp-admin/post.php?post=5446&action=edit

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  • How to Sell a Halloween Contest

    1. 1. PRESENTER Julie Foley Director of Affiliate Success @julie_foley #secondstreet PRESENTED BY SECONDSTREET
    2. 2. HOW TO ASK QUESTIONS We are recording this webinar and you will receive links to recording and slide deck. Join the conversation on Twitter! #secondstreet #secondstreet PRESENTED BY SECONDSTREET
    3. 3. WHAT WE DO A truly white label contest provider To date, UPICKEM has executed • More than 60,000 contests • Run custom contests: photo, video, sweeps, brackets & more • Run national contests administered by Second Street • On more than 1,600 local media UPICKEM partners • More than 10 million players have participated #secondstreet PRESENTED BY SECONDSTREET
    4. 4. WHAT WE DO #secondstreet PRESENTED BY SECONDSTREET
    5. 5. WHY CONTESTS?• Build Audience, Page Views and Brand Awareness• Generate Sponsorship & Ad Revenues• Build User Database for Email Marketing• Grow your Facebook Likes• Allows for you to enter Agency Model and build contests for advertisers #secondstreet PRESENTED BY SECONDSTREET
    6. 6. AGENDA• Turnkey Halloween Contest Overview• Custom Case Studies• UPICKEM Resources• Additional Success Tactics• Q&A #secondstreet PRESENTED BY SECONDSTREET
    7. 7. WHY HALLOWEEN?• Spending is up! • Seven in 10 Americans will celebrate Halloween • Average person spends $72.31 on costumes, candy and decorations • Total spending reached $6.9 billion in 2011• # 7 most popular contest type run on the UPICKEM platform• Great advertiser potential #secondstreet PRESENTED BY SECONDSTREET
    8. 8. TURNKEY CONTEST OVERVIEW• Two design templates that can be locally branded and run on your site• Default Dates: • Submission period (October 1-14) • Voting period (October 15 -Nov 4) • All dates and branding can be changed• The only submissions that show up are ones from your market• Play Anywhere • Contest is accessible on your website, Facebook, mobile and tablet #secondstreet PRESENTED BY SECONDSTREET
    9. 9. TURNKEY CONTEST OVERVIEW• Prizes • Local prizes can be added • This is not a National contest. There are no national prizes• Winners • Can be determined by highest number of votes OR by panel of judges #secondstreet PRESENTED BY SECONDSTREET
    10. 10. FAQ• How do I request this turnkey contest?• Can I alter the branding?• Who approves entries and comments?• Can I alter the dates?• Are there national prizes?• Can I add local prizes?• Can I edit rules?• Can I change voting limitations?• Can I customize registration page?• Can I add email opt-ins?• Do you have a sales kit?• With new layout of Facebook for brand pages, can I still Like-Gate this contest? #secondstreet PRESENTED BY SECONDSTREET
    11. 11. ADDING THE CONTEST• Turnkey Contest • Login to Admin Tool • Choose Halloween Contest from Turnkey section • Pick from two design options• Custom Contest • Login to Admin Tool • Create your own contest • Photo • Essay • Video • Sweepstakes #secondstreet PRESENTED BY SECONDSTREET
    12. 12. RESOURCES• Two fully branded Halloween contests• Sales Kit • Contest Overview • Two versions of print & web ads • Advertisers to consider • Sales PPT• How to Sell/Case Studies webinar• User Manual and FAQ #secondstreet PRESENTED BY SECONDSTREET
    13. 13. TEMPLATE vs. CUSTOM Template • Two turnkey design templates • Ad templates • Sales kit Custom • Unique • Stands out in your marketAdditional “Halloween” contest ideas • Win tickets to local Halloween Event (Sweepstakes) • Adult Costume (Photo) • Pet Costume (Photo) • Scariest/Funniest Costume (Photo) • Best Thriller Dance (Video) #secondstreet PRESENTED BY SECONDSTREET
    14. 14. Custom Contest Case Studies#secondstreet
    15. 15. CASE STUDYCutest Trick or Treaters• The Advocate• Baton Rouge, LA• Submissions: 163• Registered Users: 1,654• Sponsored by Ascension Frame & Art• Prizes sponsored by ToysRUs and Ascension Frame & Art #secondstreet PRESENTED BY SECONDSTREET
    16. 16. CASE STUDYChildren’s Halloween Costume• The Star Tribune• Minneapolis, MN• Sponsored by Trail of Terror• 3rd year of running a Halloween contest. Also run one for Adults!• $500 prize with four $100 runner up prizes sponsored by The Star Tribune! #secondstreet PRESENTED BY SECONDSTREET
    17. 17. CASE STUDYCutest Trick ‘r Treater• The Lubbock Avalanche-Journal• Lubbock, TX• Votes: 9,317 Votes• Sponsored by Spirit Halloween Superstores & The Maze• Revenue: $2,500+ “We were very pleased with the amount of page views our site received as a result. We plan to do this again in the future with more sponsors and additional opportunities to win.” - Craig Martin, Digital Media Sales Director #secondstreet PRESENTED BY SECONDSTREET
    18. 18. CASE STUDYBOO-tiful Babies• KIAH-TV• Houston, TX• Submissions: 97• Registered Users: 548• Votes: 599,834• Sponsored by TheCuteKid.com #secondstreet PRESENTED BY SECONDSTREET
    19. 19. CASE STUDY Cutest Trick r’ Treater • The Statesboro Herald • Statesboro, GA • Registered Users: 553 • Votes: 34,144 • Sponsored by Vaden Nissan #secondstreet PRESENTED BY SECONDSTREET
    20. 20. CASE STUDYCutest Halloween Costume• The Arkansas Democrat Gazette• Little Rock, AK• Submissions: 122• Registered Users: 1,202• Sponsored by Arkansas Daily Deals, Rave Motion Pictures, RLM Photography, Little Rock Tours, and Studio H #secondstreet PRESENTED BY SECONDSTREET
    21. 21. CASE STUDYHalloween Pet Photo Contest• WPXI-TV• Pittsburgh, PA• Submissions: 102• Registered Users: 525 #secondstreet PRESENTED BY SECONDSTREET
    22. 22. EXAMPLE SALES PACKAGE WDJT –TV (CBS58) Milwaukee, WI Presenting Sponsor - Contest name “ABC Company Halloween Photo Contest - Web Drivers featuring your business - Premium position on all contest pages - Premium position on all contest emails (option to include offer/coupon in bounce back emails) - Contest added to your Facebook page - Mentions in all promotional spots & announcements - Email opt-ins on registration page - Grand prize sponsor Value: $10,500 Cost: $5,000 #secondstreet
    23. 23. ADDITIONAL SALES TACTICS• Facebook• Mobile & tablet• Custom emails• Prize partners #secondstreet PRESENTED BY SECONDSTREET
    24. 24. FACEBOOK• Add to your Facebook page• Add to your sponsor’s Facebook page• Add Like-Gate for both you and your sponsor #secondstreet PRESENTED BY SECONDSTREET
    25. 25. MOBILE & TABLET• Two turnkey mobile versions are branded with contest logo• Customize the mobile version with sponsor ads• Turnkey tablet version will mirror website look & feel• Tablet version of custom contests can also mirror your website look & feel #secondstreet
    26. 26. CUSTOM EMAILS• Send an initial invite to your promotions database• Send reminder emails to registered players• Customize the “submission received/approved” emails• Customize the “email to friends/entry link” email• Send a results/wrap up email #secondstreet
    27. 27. Identify Prize Partners Grand Prize Secure Prize Partners• Offer advertising in exchange for each runner-up and grand prize• Include a special offer from the prize sponsors on each customized email during the campaign Runner-up• Announce winners on your website, Prizes on Facebook, through eBlasts, on-air or in print #secondstreet
    28. 28. Q&A Julie Foley Director of Affiliate Success @julie_foley #secondstreet PRESENTED BY SECONDSTREET

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