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How TV Is Crushing It with Promotions

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Discover how TV stations of all types and sizes are finding success with promotions – and how you can too – in the How TV Is Crushing It with Promotions webinar, where I was joined by Sara Droke, the Manager of Contests and Promotions for WPSD, and Kent Oglesby, the Internet Director for KY3.

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How TV Is Crushing It with Promotions

  1. 1. @secondstreetlab how TV is CRUSHING IT with promotions
  2. 2. @secondstreetlab Liz Crider Director of Affiliate Success Second Street @emcrider Sara Droke Director of Emerging Media WPSD-TV @sjdroke Kent Oglesby New Media Development Manager KY3-TV @KentOgs Welcome!
  3. 3. @secondstreetlab We Love Questions!
  4. 4. @secondstreetlab Follow @secondstreetlab on Twitter! Want to win an exclusive prize? #PromotionsLab
  5. 5. @secondstreetlab Who We Are
  6. 6. @secondstreetlab 3,000+ Media Partners
  7. 7. @secondstreetlab Why Promotions?
  8. 8. @secondstreetlab Why Online Promotions? Source: Borrell Associates InBillions $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
  9. 9. @secondstreetlab Why Online Promotions? Source: Borrell Associates InBillions $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 $80 Billion by 2017!
  10. 10. @secondstreetlab Why Promotions & TV?
  11. 11. @secondstreetlab Why TV & Promotions • BIG Business with BIG Opportunity • Drive Viewers • Drive Email & Data for YOUR station • Drive Results for YOUR advertisers • Make TV Accessible to More Advertisers
  12. 12. @secondstreetlab MEET THE PANEL
  13. 13. @secondstreetlab Sara Droke Director of Emerging Media WPSD-TV @sjdroke
  14. 14. @secondstreetlab
  15. 15. @secondstreetlab Kent Oglesby New Media Development Manager KY3-TV @KentOgs
  16. 16. @secondstreetlab
  17. 17. @secondstreetlab Today’s Lineup • It’s all about the PLAN • Programming Opportunities • Promotions for Every Station • What’s Next • Resources • Q&A
  18. 18. @secondstreetlab IT’S ALL ABOUT THE PLAN!
  19. 19. @secondstreetlab “If you don't know where you are going, you'll end up someplace else.” -Yogi Berra
  20. 20. @secondstreetlab “Our plan takes the stress out of working across departments and let’s us sell more efficiently!” -Sara Droke, WPSD-TV Why a Plan Matters…
  21. 21. @secondstreetlab "Planning is the key! It allow us to have an edge on our competition by being first to market with promotional ideas, plus it gives our reps more time to efficiently prospect for specific promotions.” -Kent Oglesby, KY3-TV Why a Plan Matters…
  22. 22. @secondstreetlab How to Plan Your Promotions 1. Internal Initiatives 2. Programming 3. Local Events/Happenings 4. Historical Data
  23. 23. @secondstreetlab Network Tie-Ins (the no-brainers)
  24. 24. @secondstreetlab Calendar: Seasonal PortionMonth 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 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 Contest Idea Brainstorm
  25. 25. @secondstreetlab STEP ONE: CONTESTS
  26. 26. @secondstreetlab SPORTS CONTESTS
  27. 27. @secondstreetlab Sports Contests!
  28. 28. @secondstreetlab Why They Work for TV • Local, custom branding • Local, weekly prizes from sponsor • Align with programming • Sponsor coupon on contest page • On-air Talent act as VIP Pickers • Attract the hard to reach male viewer
  29. 29. @secondstreetlab KY3 – Pro Pick’Em
  30. 30. @secondstreetlab WPSD Basketball
  31. 31. @secondstreetlab ENTERTAINMENT CONTESTS
  32. 32. @secondstreetlab Entertainment Contests
  33. 33. @secondstreetlab Why They Work for TV • Local, custom branding • Local AND National Prizes • Align with programming • Fun for viewers and on air talent • Ideal for smaller businesses like movie theaters and concert venues
  34. 34. @secondstreetlab PHOTO CONTESTS
  35. 35. @secondstreetlab Photo Contests
  36. 36. @secondstreetlab Why They Work for TV • Attract a very targeted audience perfect for small advertisers • Drive content to use on air and online • Collect valuable data for advertisers • Social and Sharable
  37. 37. @secondstreetlab KY3 – Mom’s Day
  38. 38. @secondstreetlab WPSD – New Year, New You
  39. 39. @secondstreetlab SWEEPSTAKES
  40. 40. @secondstreetlab Sweepstakes
  41. 41. @secondstreetlab Why They Work for TV • Easy to participate means a LOT of entries • Run a sweeps to grow YOUR database • Use sweepstakes to drive advertiser results • Ask survey questions for even more data • Staple in your program
  42. 42. @secondstreetlab KY3 – Branson Fun Guide -Year Long Initiative-
  43. 43. @secondstreetlab WPSD – Hear Clearly Giveaway -Drive Qualified Leads for Advertiser-
  44. 44. @secondstreetlab KY3 Eureka Springs - Grow Advertiser Database-
  45. 45. @secondstreetlab WPSD – Food for Friends -Grow Station Database-
  46. 46. @secondstreetlab Code Word (Watch & Win)
  47. 47. @secondstreetlab WPSD ‘Watch & Win’
  48. 48. @secondstreetlab STEP TWO: ECOMMERCE PROMOTIONS
  49. 49. @secondstreetlab Why They Work for TV • Solution for smaller advertisers to benefit from television • New advertiser categories for you to target • Drive foot traffic to your advertisers’ business • Proven solution to generate big revenue
  50. 50. @secondstreetlab Cards
  51. 51. @secondstreetlab WISE – Golf Tour Card
  52. 52. @secondstreetlab WPSD – Spa Card
  53. 53. @secondstreetlab KY3 - Theme Weeks
  54. 54. @secondstreetlab WPSD - Weekly Deals
  55. 55. @secondstreetlab STEP THREE: QUIZZES
  56. 56. @secondstreetlab Why They Work for TV • Incredibly social and sharable • Fun for your onair talent • Great way to capture data about your audience • Can be customized for advertiser
  57. 57. @secondstreetlab WDAF - Personality Quiz
  58. 58. @secondstreetlab KAKE – Advertiser Trivia Quiz
  59. 59. @secondstreetlab WJW – Advertiser Personality Quiz
  60. 60. @secondstreetlab Program Specific Trivia Quiz
  61. 61. @secondstreetlab Give Quizzes a Try
  62. 62. @secondstreetlab STEP FOUR: NICHE BALLOTS
  63. 63. @secondstreetlab Why They Work for TV • Create niche ballots to target a specific group of advertisers and viewers • Learn about your viewer habits and interests • Target lots of sponsors and businesses in one promotion • Align with programming and inititavies
  64. 64. @secondstreetlab Fan’s Choice Ballots Category Ideas: •Best Offensive Player •Best Defensive Player •Best Tailgate Spot •Best Tailgate Food •Best Place to Watch a Game •Best Place to Celebrate a Win •Best Hotel
  65. 65. @secondstreetlab Thematic Deep Dive Theme ideas: •Best Bachelor •Blogs •Year in Review •Food Trucks •Small Business •Surveys
  66. 66. @secondstreetlab THE NEXT THREE MONTHS
  67. 67. @secondstreetlab February 1. Watch & Win during Sweeps 2. Auto Racing 3. Oscars and/or Grammys Pick’em 4. Movie Awards Trivia Quiz 5. Date Night Sweeps
  68. 68. @secondstreetlab March 1. College Basketball Bracket 2. Fans’ Choice Ballot 3. Restaurant Theme Week 4. Which MLB Player Are You? Quiz 5. Pot of Gold Sweepstakes 6. Cutest Pet Photo Contest
  69. 69. @secondstreetlab April 1. Golf Pick’em 2. Spring Break Giveaway 3. Golf Card 4. What Are Your Chances of Making it On the Tour? Quiz
  70. 70. @secondstreetlab COMING (VERY) SOON
  71. 71. @secondstreetlab Hashtag Photo Sweeps #
  72. 72. @secondstreetlab #Hashtag Photo Sweeps #iheartmydog Use a hashtag on Twitter or Instagram or upload from desktop/device or Facebook
  73. 73. @secondstreetlab Bridge Between Sweepstakes and Photo Contests
  74. 74. @secondstreetlab RESOURCES FOR YOUR SUCCESS
  75. 75. @secondstreetlab Earn Certification
  76. 76. @secondstreetlab
  77. 77. @secondstreetlab TV Promotions Playbook
  78. 78. @secondstreetlab More Playbooks
  79. 79. @secondstreetlab Downloadable Planning Calednar secondstreetlab.com/calendar
  80. 80. @secondstreetlab Downloadable Sample Sales Packages secondstreetlab.com
  81. 81. @secondstreetlab Sign up now: February 3 4p ET secondstreetlab.com
  82. 82. @secondstreetlab WE RUN CONTESTS TOO! Ends Tomorrow! secondstreet.com/borrell
  83. 83. @secondstreetlab ASK US ANYTHING!
  84. 84. @secondstreetlab Q&A Liz Crider Director of Affiliate Success Second Street liz@secondstreet.com @emcrider Sara Droke Director of Emerging Media WPSD-TV @sjdroke Kent Oglesby New Media Development Manager KY3-TV @KentOgs
  85. 85. @secondstreetlab

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