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Online Promotions are an
EXPLOSIVE Opportunity
& Parenting Magazines are Ready

Stephanie Carey | Business Development | S...
Stephanie Carey
Your	
  Promo(ons	
  Revenue	
  Yoda!	
  

@secondstreetlab
Our Partners

@secondstreetlab

3,000 media companies & growing
@secondstreetlab
secondstreetlab.com
@secondstreetlab

@secondstreetlab
THE MAJOR SHIFT

D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W I N G

A ...
Why Online Promotions?
$90

in Billions

$80
$70
$60
$50
$40
$30
$20
$10
$0
2008

2009

@secondstreetlab

2010

2011

2012...
START WITH EMAIL

D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W I N G

A...
$3MM from Email
Contests
Deals

$500,000

$500,000

Newsletters & Ads

$2,000,000

@secondstreetlab
Intersection of Promotions

Deals
Reader’s
Choice

@secondstreetlab

Contests
@secondstreetlab
Daily Activities of US Internet Users
100%
90%
80%
70%
60%
50%

91% of people
check their email
at least once a day

40%
3...
The Impact of Email
Contest Submissions by Day
400
350
300

70% of
Submissions

250
200
150
100
50
0

Day 1

Day 2

@secon...
Email + Promotions

Promotions
Build Your Email
Database

@secondstreetlab

An Engaged
Database Drives
Promotions
Revenue
Mobile + Photo Contests

@secondstreetlab
PLANNING IS

CRUCIAL
D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W I N G...
@secondstreetlab
@secondstreetlab
secondstreetlab.com/pma
secondstreetlab.com/pma


@secondstreetlab
OPPORTUNITIES

FOR ONLINE PROMOTIONS

D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E
...
1
D R I V I N G

RUN SPONSORED
CONTESTS

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W ...
U-T San Diego

@secondstreetlab
U-T San Diego

$30,000 in Revenue
@secondstreetlab
WQNU-FM

@secondstreetlab
WQNU-FM

$20,000 Revenue Increase

@secondstreetlab
WSAZ-TV

@secondstreetlab
WSAZ-TV

$10,000 in Revenue
@secondstreetlab
Omaha World Herald

@secondstreetlab
Omaha World Herald

$75,000 in Revenue

@secondstreetlab
WSB-FM

@secondstreetlab
WSB-FM

$30,000 in Revenue

@secondstreetlab
WSB-FM

10 Weddings Booked

@secondstreetlab
PROMOTIONS

+ PRINT
D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W I N G
...
The Daily Advocate

Greenville, Ohio
7,000 Circulation

@secondstreetlab
Contest Photos in
Fair Magazine

@secondstreetlab
$100,000
in Revenue

@secondstreetlab
Sponsorship Models
Exclusive
Category-Exclusive

Multiple
@secondstreetlab
Identify the Right Sponsors
Who do I want to
grow business with?

Who would be a
good match for the
target demographic
& c...
Exclusive UGC Contest Sponsorship Package
Branded Micro Site

$500

½ Page Horizontal Ad 10” X 5”

$750

Contest setup on ...
2
D R I V I N G

RUN ADVERTISER
CONTESTS

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W...
What is a Facebook Contest?

Contest App

@secondstreetlab
Like-Gate

@secondstreetlab

Must
‘Like’
Page to
Enter
Entry Form
Visible
after Page
is ‘Liked’

@secondstreetlab
Expand Reach with Social Boost

@secondstreetlab
Incentivize the Like

@secondstreetlab
Sponsored vs. Agency-Model
On Media
Company’s Page,
Sponsor in Branding	


On Advertiser’s
Page, No Mention
of Media Compa...
18 Million
SMB Facebook Pages
Source: Wall Street Journal, Facebook July 2013

@secondstreetlab
SMB Social Media Goals
Find new
customers&
leads:

72%
Facebook
Contesting
Opportunity

@secondstreetlab

Source:	
  Manta...
Quad-City Times

@secondstreetlab
@secondstreetlab
Identify Hot Leads
When are you considering a new vehicle purchase?
35

30

25

20

15

10

5

0
Next month

@secondstreet...
Quad-City Times

$14,000 in Revenue

@secondstreetlab
Quad-City Times

@secondstreetlab
Quad-City Times

$19,500 in Revenue

@secondstreetlab
@secondstreetlab
Quad-City Times Shared Agency-Model Package
Facebook marketing consultation

Included

1 Sunday Full Page Promotional Ad

...
@secondstreetlab
Exclusive Agency-Model Sales Package
Facebook Marketing Consultation

$500

½ Page Spread 20.2” x 5”

$1,000

½ Page Horiz...
Shared Agency-Model Sales Package
Facebook Marketing Consultation

$500

1 Full Page Promotional Ad

$3,150

3 ½ Page Hori...
3
D R I V I N G

EXPAND READER’S
CHOICE

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W ...
@secondstreetlab
@secondstreetlab
“Our new tool gave me the ability
tabulate votes faster, offer enhanced
listings to increase revenue, plus collect
email o...
REVENUE
OPPORTUNITIES
D R I V I N G

R E V E N U E

@secondstreetlab

|

B U I L D I N G

D A T A B A S E

|

G R O W I N ...
Upgraded
Listings

Online
Ads

$
Live Event

@secondstreetlab

Ballot
Sponsors

Print Issue
Upgraded Listings

@secondstreetlab
Category Sponsorships

@secondstreetlab
Online Ads

@secondstreetlab
Special Print Issues

@secondstreetlab
Vote for Me & Thank You Ads

@secondstreetlab
Live Events

@secondstreetlab
The Signal

@secondstreetlab
The Signal

$75,000 in Revenue
ü $75,000 in Revenue"

@secondstreetlab

ü 115,000+ Votes"
Naples Daily News

@secondstreetlab
Naples Daily News

$110,000 in Revenue

@secondstreetlab
MetroFamily Magazine

@secondstreetlab
MetroFamily Magazine

81% Increase in Sales

@secondstreetlab
Exclusive Ballot Sponsorship Package
Full color ½ page ad in “Vote for Me” Preview Section

$2,000

Upgraded listing with ...
@secondstreetlab
secondstreetlab.com/pma
secondstreetlab.com/pma


@secondstreetlab
This guy again.
@secondstreetlab
Name an advertiser you’d like to
get more revenue from

Don’t be shy!

@secondstreetlab
Let’s pick the right promotion for them.

@secondstreetlab
Exclusive UGC Contest Sponsorship Package
Branded Micro Site

$

½ Page Horizontal Ad 10” X 5”

$

Contest setup on your F...
Sweepstakes Sponsorship Package
Print Ads

$

Social media mention

$

Opt-in for Your Email Database

$

Survey question
...
Exclusive Agency-Model Sales Package
Facebook Marketing Consultation

$

½ Page Spread 20.2” x 5”

$

½ Page Horizontal Pr...
Stephanie Carey
stephanie@secondstreet.com | 314.880.4903 | @SCareyOnline

secondstreetlab.com/pma
@secondstreetlab
@secon...
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Online Promotions are an EXPLOSIVE Opportunity

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Online Promotions are an EXPLOSIVE Opportunity

  1. 1. Online Promotions are an EXPLOSIVE Opportunity & Parenting Magazines are Ready Stephanie Carey | Business Development | Second Street | @SCareyOnline D R I V I N G R E V E N U E @secondstreetlab | 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
  2. 2. Stephanie Carey Your  Promo(ons  Revenue  Yoda!   @secondstreetlab
  3. 3. Our Partners @secondstreetlab 3,000 media companies & growing
  4. 4. @secondstreetlab
  5. 5. secondstreetlab.com @secondstreetlab @secondstreetlab
  6. 6. THE MAJOR SHIFT D R I V I N G R E V E N U E @secondstreetlab | 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
  7. 7. Why Online Promotions? $90 in Billions $80 $70 $60 $50 $40 $30 $20 $10 $0 2008 2009 @secondstreetlab 2010 2011 2012 2013 Source: Borrell Associates 2014 2015 2016 2017
  8. 8. START WITH EMAIL D R I V I N G R E V E N U E @secondstreetlab | 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
  9. 9. $3MM from Email Contests Deals $500,000 $500,000 Newsletters & Ads $2,000,000 @secondstreetlab
  10. 10. Intersection of Promotions Deals Reader’s Choice @secondstreetlab Contests
  11. 11. @secondstreetlab
  12. 12. Daily Activities of US Internet Users 100% 90% 80% 70% 60% 50% 91% of people check their email at least once a day 40% 30% 20% 10% 0% Pinterest YouTube Instagram Twitter Facebook Text Email Source: eMarketer @secondstreetlab
  13. 13. The Impact of Email Contest Submissions by Day 400 350 300 70% of Submissions 250 200 150 100 50 0 Day 1 Day 2 @secondstreetlab Day 3 Email Sent Day 5 Day 6 Day 7
  14. 14. Email + Promotions Promotions Build Your Email Database @secondstreetlab An Engaged Database Drives Promotions Revenue
  15. 15. Mobile + Photo Contests @secondstreetlab
  16. 16. PLANNING IS CRUCIAL D R I V I N G R E V E N U E @secondstreetlab | 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
  17. 17. @secondstreetlab
  18. 18. @secondstreetlab
  19. 19. secondstreetlab.com/pma secondstreetlab.com/pma @secondstreetlab
  20. 20. OPPORTUNITIES FOR ONLINE PROMOTIONS D R I V I N G R E V E N U E @secondstreetlab | 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
  21. 21. 1 D R I V I N G RUN SPONSORED CONTESTS R E V E N U E @secondstreetlab | 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
  22. 22. U-T San Diego @secondstreetlab
  23. 23. U-T San Diego $30,000 in Revenue @secondstreetlab
  24. 24. WQNU-FM @secondstreetlab
  25. 25. WQNU-FM $20,000 Revenue Increase @secondstreetlab
  26. 26. WSAZ-TV @secondstreetlab
  27. 27. WSAZ-TV $10,000 in Revenue @secondstreetlab
  28. 28. Omaha World Herald @secondstreetlab
  29. 29. Omaha World Herald $75,000 in Revenue @secondstreetlab
  30. 30. WSB-FM @secondstreetlab
  31. 31. WSB-FM $30,000 in Revenue @secondstreetlab
  32. 32. WSB-FM 10 Weddings Booked @secondstreetlab
  33. 33. PROMOTIONS + PRINT D R I V I N G R E V E N U E @secondstreetlab | 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
  34. 34. The Daily Advocate Greenville, Ohio 7,000 Circulation @secondstreetlab
  35. 35. Contest Photos in Fair Magazine @secondstreetlab
  36. 36. $100,000 in Revenue @secondstreetlab
  37. 37. Sponsorship Models Exclusive Category-Exclusive Multiple @secondstreetlab
  38. 38. Identify the Right Sponsors Who do I want to grow business with? Who would be a good match for the target demographic & contest theme? @secondstreetlab Who needs a fresh idea to maintain or increase spend?
  39. 39. Exclusive UGC Contest Sponsorship Package Branded Micro Site $500 ½ Page Horizontal Ad 10” X 5” $750 Contest setup on your Facebook Page $500 Like-Gate $750 Opt-in for Email Database $750 Social media mentions $500 Email campaign, all including the sponsor’s logo & coupon/offer: -  Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the contest begins -  Follow up invitation email: Day contest begins -  Thank you for entering/voting email: All registered users -  Winner announcement email at end of season with coupon/offer Web Display Ads, 100k ROS impressions $750 Total Value: @secondstreetlab $1,000 $5,500
  40. 40. 2 D R I V I N G RUN ADVERTISER CONTESTS R E V E N U E @secondstreetlab | 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
  41. 41. What is a Facebook Contest? Contest App @secondstreetlab
  42. 42. Like-Gate @secondstreetlab Must ‘Like’ Page to Enter
  43. 43. Entry Form Visible after Page is ‘Liked’ @secondstreetlab
  44. 44. Expand Reach with Social Boost @secondstreetlab
  45. 45. Incentivize the Like @secondstreetlab
  46. 46. Sponsored vs. Agency-Model On Media Company’s Page, Sponsor in Branding On Advertiser’s Page, No Mention of Media Company @secondstreetlab
  47. 47. 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013 @secondstreetlab
  48. 48. SMB Social Media Goals Find new customers& leads: 72% Facebook Contesting Opportunity @secondstreetlab Source:  Manta   Other: 28%
  49. 49. Quad-City Times @secondstreetlab
  50. 50. @secondstreetlab
  51. 51. Identify Hot Leads When are you considering a new vehicle purchase? 35 30 25 20 15 10 5 0 Next month @secondstreetlab Next 3 months Next 6 months
  52. 52. Quad-City Times $14,000 in Revenue @secondstreetlab
  53. 53. Quad-City Times @secondstreetlab
  54. 54. Quad-City Times $19,500 in Revenue @secondstreetlab
  55. 55. @secondstreetlab
  56. 56. 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: Cost to Advertiser: @secondstreetlab $15,990 $1,000
  57. 57. @secondstreetlab
  58. 58. Exclusive Agency-Model Sales Package Facebook Marketing Consultation $500 ½ Page Spread 20.2” x 5” $1,000 ½ Page Horizontal Print Ad 10” x 5” $750 Contest Setup on Facebook Page $500 Like-Gate $750 Opt-in for Your Email Database $750 Social Media Mentions $500 Email to Database of 20K $1,000 Web Display Ads, 100k ROS impressions $750 Total Cost: @secondstreetlab $6,500
  59. 59. 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: Cost: @secondstreetlab $13,500 $1,000
  60. 60. 3 D R I V I N G EXPAND READER’S CHOICE R E V E N U E @secondstreetlab | 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
  61. 61. @secondstreetlab
  62. 62. @secondstreetlab
  63. 63. “Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program. It only took 30 minutes to set up this year!  Last year it took a week and a half to tabulate this year we drastically reduced that.” Tammy Burdick Senior Market Analyst, The Roanoke Times @secondstreetlab
  64. 64. REVENUE OPPORTUNITIES D R I V I N G R E V E N U E @secondstreetlab | 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
  65. 65. Upgraded Listings Online Ads $ Live Event @secondstreetlab Ballot Sponsors Print Issue
  66. 66. Upgraded Listings @secondstreetlab
  67. 67. Category Sponsorships @secondstreetlab
  68. 68. Online Ads @secondstreetlab
  69. 69. Special Print Issues @secondstreetlab
  70. 70. Vote for Me & Thank You Ads @secondstreetlab
  71. 71. Live Events @secondstreetlab
  72. 72. The Signal @secondstreetlab
  73. 73. The Signal $75,000 in Revenue ü $75,000 in Revenue" @secondstreetlab ü 115,000+ Votes"
  74. 74. Naples Daily News @secondstreetlab
  75. 75. Naples Daily News $110,000 in Revenue @secondstreetlab
  76. 76. MetroFamily Magazine @secondstreetlab
  77. 77. MetroFamily Magazine 81% Increase in Sales @secondstreetlab
  78. 78. Exclusive Ballot Sponsorship Package Full color ½ page ad in “Vote for Me” Preview Section $2,000 Upgraded listing with image, phone number, location, website, & social buttons $150 Leaderboard ad above sub-category section $500 300 x 250 ad on the ballot page $250 Opt-in for Email Database on registration page $250 Social media mentions with links back to sponsor’s accounts $1,500 Email campaign, all including the sponsor’s logo & coupon/offer: -  Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the ballot begins $1,000 -  Follow up invitation email: day ballot begins -  Thank you for voting email: All registered users -  Winner announcement email at end of ballot with coupon/offer Web Display Ads, 100k ROS impressions $750 Total Value: $6,400 @secondstreetlab
  79. 79. @secondstreetlab
  80. 80. secondstreetlab.com/pma secondstreetlab.com/pma @secondstreetlab
  81. 81. This guy again. @secondstreetlab
  82. 82. Name an advertiser you’d like to get more revenue from Don’t be shy! @secondstreetlab
  83. 83. Let’s pick the right promotion for them. @secondstreetlab
  84. 84. Exclusive UGC Contest Sponsorship Package Branded Micro Site $ ½ Page Horizontal Ad 10” X 5” $ Contest setup on your Facebook Page $ Like-Gate $ Opt-in for Email Database $ Social media mentions $ Email campaign, all including the sponsor’s logo & coupon/offer: -  Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the contest begins -  Follow up invitation email: Day contest begins -  Thank you for entering/voting email: All registered users -  Winner announcement email at end of season with coupon/offer $ Web Display Ads, 100k ROS impressions $ Total Value: @secondstreetlab $
  85. 85. Sweepstakes Sponsorship Package Print Ads $ Social media mention $ Opt-in for Your Email Database $ Survey question $ Social Media Mentions $ Email to Database of XK $ Web Display Ads $ Total Cost: @secondstreetlab $
  86. 86. Exclusive Agency-Model Sales Package Facebook Marketing Consultation $ ½ Page Spread 20.2” x 5” $ ½ Page Horizontal Print Ad 10” x 5” $ Contest Setup on Facebook Page $ Like-Gate $ Opt-in for Your Email Database $ Social Media Mentions $ Email to Database of 20K $ Web Display Ads, 100k ROS impressions $ Total Cost: @secondstreetlab $
  87. 87. Stephanie Carey stephanie@secondstreet.com | 314.880.4903 | @SCareyOnline secondstreetlab.com/pma @secondstreetlab @secondstreetlab

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