@secondstreetlab
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
Online Prom...
@secondstreetlab
Second Street
@secondstreetlab
3,000 Media Partners
@secondstreetlab
@secondstreetlab
secondstreetlab.com
@secondstreetlab
@secondstreetlab
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 MAJOR S...
@secondstreetlab
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell ...
@secondstreetlab
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
START WITH ...
@secondstreetlab
$3MM from Email
$500,000
$2,000,000
$500,000
Contests
Deals
Newsletters & Ads
@secondstreetlab
Intersection of Promotions
Deals
Contests
Reader’s
Choice
@secondstreetlab
@secondstreetlab
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pinterest YouTube Instagram Twitter Facebook Text Email
91% o...
@secondstreetlab
0
50
100
150
200
250
300
350
400
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
Contest Submissions by Da...
@secondstreetlab
Email = 66% of
Deal Revenue
@secondstreetlab
15K Emails
35K Emails
0
100
200
300
400
500
600
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
...
@secondstreetlab
$-
$50,000
$100,000
$150,000
$200,000
$250,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Revenue Growth
Deals: A T...
@secondstreetlab
$-
$50,000
$100,000
$150,000
$200,000
$250,000
1 2 3 4 5 6 7 8 9 1011121314
Revenue Growth
0
5,000
10,000...
@secondstreetlab
Email + Promotions
Promotions
Build Your Email
Database
An Engaged
Database Drives
Promotions
Revenue
@secondstreetlab
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
OPPORTUNITI...
@secondstreetlab
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
RUN SPONSOR...
@secondstreetlab
ü  $30,000 in Revenue
ü  2,592 U-T Opt-ins
ü  299 Advertiser
Opt-ins
ü  734 Entries
Cutest Pet Photo ...
@secondstreetlab
ü $12,000 in Revenue
ü 614 Opt-ins
Win Your Own Man Cave
The Day
@secondstreetlab
ü $102,288 in Revenue
ü 1,222 Registered Users
ü Sponsored by 18 local golf courses
Mulligan Match-Up
...
@secondstreetlab
ü $68,000 in Revenue
ü 1,634 Registered Users
ü Sponsored by True Value, Reid’s, Vistar Eye Center & m...
@secondstreetlab
ü 57,359 Entries
ü 32,691 Opt-ins
ü 27,591 Advertiser Opt-ins
Porter Escapes
Toronto Sun
@secondstreetlab
Dream Wedding
WSB-FM
ü $30,000 in Revenue
ü 483 Submissions
ü 10 Weddings Booked with Sponsor
@secondstreetlab
Omaha World Herald
$75,000 in Revenue
@secondstreetlab
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
PROMOTIONS ...
@secondstreetlab
The State Journal-Register
Springfield, Illinois
50,000 Circulation
sj-r.com
@secondstreetlab
Pro Football Pick’em
VIP Picker Photos
Printed Weekly
@secondstreetlab
@secondstreetlab
$100,000
in Revenue
@secondstreetlab
The Wisconsin State Journal
Madison, Wisconsin
112,000 Circulation
madison.com
@secondstreetlab
Fantasy Golf Contest
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
$102,000
in Revenue
@secondstreetlab
The Daily Advocate
Greenville, Ohio
7,000 Circulation
dailyadvocate.com
@secondstreetlab
Contest Photos in
Fair Magazine
@secondstreetlab
$100,000
in Revenue
@secondstreetlab
Sponsorship Models
Exclusive
Category-Exclusive
Multiple
@secondstreetlab
Identify the Right Sponsors
Who would be a
good match for the
target demographic
& contest theme?
Who nee...
@secondstreetlab
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
RUN ADVERTI...
@secondstreetlab
What is a Facebook Contest?
Contest App
@secondstreetlab
Like-Gate
Must ‘Like’
your Page
to enter
@secondstreetlab
Visible
after they
‘Like’ the
Page
Entry Form
@secondstreetlab
Expand Reach with Social Boost
@secondstreetlab
Incentivize the Like
@secondstreetlab
Sponsored vs. Agency-Model
On an Advertiser
Page, No Mention
of Media Company	

On a Media
Company Page,
...
@secondstreetlab
18 Million
SMB Facebook Pages
Source: Wall Street Journal, Facebook July 2013
@secondstreetlab
Other:
28%
Find new
customers
& leads:
72%
Source:	
  Manta	
  
Facebook Contest
Opportunity
SMB Social M...
@secondstreetlab
$500 Local Bank Giveaway
Entercom New Orleans"
	
  
ü $18,000 in Revenue
ü Likes Doubled in 2
Weeks
@secondstreetlab
1,252 New
Likes

+12,800%
increase in PTA
Page 2 of 5	
  
@secondstreetlab
562 
new 
emails
Page 3 of 5	
  
@secondstreetlab
0	
  
200	
  
400	
  
600	
  
800	
  
1000	
  
1200	
  
Actual Giftcards Sold
1000
@
$130
a card
0	
  
20...
@secondstreetlab
$130,000 
in revenue
Page 5 of 5	
  
@secondstreetlab
agency services
$14,000
Revenue
@secondstreetlab
Identify Hot Leads
0
5
10
15
20
25
30
35
Next month Next 3 months Next 6 months
When are you considering ...
@secondstreetlab
Exclusive Advertiser Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunda...
@secondstreetlab
ü  $14,000 in Revenue
ü  8 Sponsors
ü  157 – 341 New
Facebook Likes per
Advertiser
Spring into Prizes
...
@secondstreetlab
Case Study: Advertiser Facebook Contests
@secondstreetlab
Shared Advertiser Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday F...
@secondstreetlab
Shared Advertiser Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday F...
@secondstreetlab
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
RUN DEALS
3
@secondstreetlab
$2MM
from deals
in 2013
Quad-City Times
Davenport, IA
Circulation – 54,000
@secondstreetlab
Weekly Deals
Shaw Suburban Media
ü $178,000 in Revenue
@secondstreetlab
Deal Stores
Quad-City Times
ü $154,835 in Revenue
ü 77 Deals
ü 8,086 Sold
@secondstreetlab
Reader’s Choice Deals Store
Record-Journal
Total Revenue:
$18,229
@secondstreetlab
MULTI MERCHANT GOLF CARD
ü  6-10 Golf Courses
ü  Some Restrictions are Acceptable
ü  Title Sponsor Opt...
@secondstreetlab
JS Online
@secondstreetlab
JS Online
Results
•  Over $70K gross (and growing)
•  Unlimited Inventory
•  Must Pay Cart Fee
•  Valid t...
@secondstreetlab
WISE-TV
@secondstreetlab
Results
•  $112K + in Gross Revenue
•  1,500 cards SOLD OUT TWICE
•  Must Pay Cart Fee
•  Valid through 2...
@secondstreetlab
SINGLE MERCHANT SPA CARD
ü  ONE Upscale Spa
ü  4-6 Different Services
ü  Avoid Hair Services
ü  $99 P...
@secondstreetlab
State College Spa Card
@secondstreetlab
State College Spa Card
Results
•  Over $12K gross
•  Sold Out…TWICE
•  Popular Spa
•  Huge Promotion
@secondstreetlab
UpNorthLive.com
Massage Card
100 Cards SOLD
OUT in 11 hours!
$16K GROSS
Revenue
@secondstreetlab
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
EXPAND READ...
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
“Our new tool gave me the ability
tabulate votes faster, offer enhanced
listings to increase revenue, plu...
@secondstreetlab
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
REVENUE
OPP...
@secondstreetlab
$
Upgraded
Listings
Ballot
Sponsors
Print Issue
Live Event
Deal
Store
@secondstreetlab
Upgraded Listings
@secondstreetlab
Category Sponsorships
@secondstreetlab
Online Ads
@secondstreetlab
Special Print Issues
@secondstreetlab
“Vote” & “Thank You” Ads
@secondstreetlab
Live Events
@secondstreetlab
Deals Stores
@secondstreetlab
ü $75,000 in Revenue" ü 115,000+ Votes"
best of santa clarita valley!
The Signal | Santa Clarita, Calif...
@secondstreetlab
ü $110,000 in Revenue"
ü Live Event"
southwest florida’s choice awards!
Naples Daily News | Naples, Flor...
@secondstreetlab
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
RUN NICHE B...
@secondstreetlab
We believe that the Prep Football Fans’ Choice Awards will become an annual event,
and we plan to expand ...
@secondstreetlab
The Best of Holiday Shopping ballot turned out to be the perfect way to
simultaneously fill out our promot...
@secondstreetlab
We were able to dramatically increase our level of partnership with the Illinois State
Fair by using the ...
@secondstreetlab
ü Digital Revenue from
Expanded Listings &
Category Sponsorships"
ü Print Revenue from Thank
You Ads in...
@secondstreetlab
wedding
@secondstreetlab
sports
@secondstreetlab
food
@secondstreetlab
holidays
@secondstreetlab
business
@secondstreetlab
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
BALLOTS HIT...
@secondstreetlab
LISTS
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
MOBILE
@secondstreetlab
@secondstreetlab
LOCAL
@secondstreetlab
@secondstreetlab
SOCIAL
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
CROWD SOURCING
CONTENT
@secondstreetlab
@secondstreetlab
SMB ADVERTISERS
@secondstreetlab
@secondstreetlab
USER-GENERATED
REVIEWS
@secondstreetlab
@secondstreetlab
LIVE EVENT
@secondstreetlab
@secondstreetlab
@secondstreetlab
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
PLAN
@secondstreetlab
Set a Goal
 1
@secondstreetlab
Put a Team Together
 2
@secondstreetlab
Create a Calendar
 3
@secondstreetlab
Stores &
Cards
Free Deals &
Credits
Contests
 Sweepstakes
 Ballots
January
 Free Deal
 Kids
February
 Gol...
@secondstreetlab
Organize Your Team
 4
@secondstreetlab
Excite Your Sales Force
 5
@secondstreetlab
Q&A
Liz Crider
liz@secondstreet.com
314.884.7988
@emcrider
secondstreetlab.com
@secondstreetlab
secondstr...
Upcoming SlideShare
Loading in …5
×

Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready

339 views

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
339
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Holy cow there is a lot of money going into promotionsIf I want to truly capture dollars I have to combine best of digital and best of printWhen you bring those tighter it does amazing things. Where the money is going. We all know traditional spend is declining. But did you know that Promotional spend is increasing? Advertisers are looking for campaigns that can excite local audiences. Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!!
  • Email (91 percent) and text messaging (83 percent) are still the most popular daily “social” activities.This level of activity places Twitter top amongst all social networks alongside Facebook (both have 76 percent of users logging in once or more each day), and ahead of Instagram (70 percent), Snapchat (67 percent) and YouTube (66 percent).Google+, Pinterest (58 percent each) and, surprisingly, Myspace (46 percent) round out the top ten overallhttp://www.mediabistro.com/alltwitter/social-activity_b45692http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019
  • Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern”July 1-9 collected submissions517 total submissions355 came the day the email was sent70% of contest entries came from the email
  • We consistently find this stat to be true across the board.2nd street works with 100s of major media companies and seeing this consistently
  • 75,291 Opt-ins47,677 Advertiser Opt-ins
  • 30 sponsors!Sponsor photo printed weekly with latest picks and performance to-date in the contest promo/ad sectionSponsors love to be VIPs in their community. Love the PRINT exposure they get for 23 weeks and love the notion of an online contest that drives local readers back to make picks week after week.
  • So many sponsors that the paper went from a double truck each week to a FOUR PAGE PULLOUT each week. For 23 weeks. Tied back in with the contest that was running online.
  • Takeaways – Why print gives us the advantage:Your ability to integrate an online solution with a print solution allows this to become a $100k solutionThe medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate. This is a Truly integrated contest that marries the value of online and and the power of print. Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print. Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad. $100k in revenueSecured 30 sponsors & advertisersProviding results for advertisers with FREQUENCY element and leveraging this plan for additional sales.Heavy print promotionMultiple sponsorsAdvertisers as VIPsIntegrated Campaign
  • Overview of how contest is explained to advertisersMulligan Match-Up ran for 24 weeks from the beginning of the season in April through the playoffs in October.Using the multiple choice version of the Upickem contests, we fashioned the online contest to match the contest we ran in print.A 6x21.5 entry form appeared in the Wisconsin State Journal on Mondays, along with golf course sponsor ads and the entry form also ran as a 4x11 stand alone on Tuesdays. Players were allowed to submit as many as ten print entries, which increased the sale of single copy papers. The results were then published in the Sunday paper along with the sponsor adsThe results were also published on the contest page. 1200 online entries each week and 1500 print entries each week 
  • One of the biggest draws for the advertisers is to have their advertisements appear twice weekly on those banner pages.Mulligan Course Ad  5x6 teaser ads also ran weekly, featuring one of each of the 18 participating sponsor golf courses.   Mulligan Teaser Ad PDF We teased the contest with a 3x6 almost daily the week leading up to the first tournament. 
  • Mulligan Online Advertiser Page  The welcome page had a link that said, “Click here to view weekly deals at our sponsoring golf courses,” which directed viewers to a landing page featuring the same ads that had run in the paper that week.
  • Mulligan Extended AdThe contest was so successful and popular with both the participants and the sponsors, that we extended the contest into the September Fed Ex Cup playoffs, and nine of the sponsors continued on. 
  • Heavy print promotionFrequency & reachMultiple sponsorsSponsor offer pageGreat weekly prizes
  • Sponsored by Second National Bank, Local Ford Dealer & the Great Darke County FairCommunity sees contest as integral part of the fairWe have been running the Fair Photo Cover Contest for three years now,It began when we were trying to come up with some good contests; it just made sense and gave us a local focus. Since that first year, entries have doubled.
  • By this point, due to the Fair Photo Cover Contest and our extensive coverage of Fair Week events, the community sees us as an integral part of the fair. Even the Fair Board has started to look to us for ideas about how to successfully promote and manage fair giveaways! We’re certainly looking forward to next year’s Fair Photo Cover Contest. Heavy print promotionCommunity sees magazine as an integral part of the fairMultiple sponsors100k in revIts an unfair advantage. You’ve got it. So lets take a look at another one
  • Focus on RevenueAsk yourself these questionsCreate a list of these peopleFirst – the most obvious, the low-hanging fruitLook at your current client listDo they have something coming up we could activate?Check out their website – what do they have going on?Facebook contests, are they on Facebook? If they’re posting with some level of frequency it shows that Facebook is important to them You don’t want to target someone who has a page but never posts – they’re not going to see a return on their investment because they’re not investing anything into their PageThey’re not going to keep up the momentum or be in a position to do anything with all of the new fans you will deliver to themGo back to their Timeline – what did they do last year for X holidayCheck out their Events pageWho’s currently advertising their Facebook page but might not be running a contest with you?Remember to target your sponsors according to the theme of your contest. For example, if you are running a “Cutest Kids Competition,” secure a children’s clothing shop, toy store or a family-friendly restaurant.
  • For those of you who don’t know, this is what a Facebook contest looks likeIt’s fully integrated into your Page as an appIt is Like-GatedThis means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
  • KFDMBeaumont, TXDMA 141
  • KFDMBeaumont, TXDMA 141
  • We’ve seen social boost drive 25% of entries
  • It’s also giving fans what they wantEngage new fans and re-engage existing fans, imperative to remaining visible in Newsfeed (Edgerank)
  • You’ve seen the KNRK example where the contest was run on their page and sponsored by a local brewery and tech schoolNow let’s talk about a really exciting revenue stream Another way you can make money from Facebook contests is by running contests for them on their pageLike an Agency – provide digital agency services-
  • EmilyAccording to a recent study by MantaBIG potential. What is your primary goal in using social media?#1 is Acquiring and Engaging new customers: 36%Facebook contests are the best way to get new fansFacebook contests are the best way to get new leads
  • Here we’ve got an example from Entercom Radio where they sold a $500 sweepstakes to a local bankGenerated $18,000 from this one contest!Brand new giftcard programHoliday promotionLooking for people who are holiday shoppingMarketing objective: wanted to double their LikesBiz Objective: wanted to sell 500 gift cards, average price point 25-50 a cardThis was supported by a giveaway of a $500 gift card on their Facebook Page 
  • Emily1252 new fans12,880% growth in engagement (PTA, People Talking About This)
  • EmilyBig aspect of this campaignSend out a newsletter called Common CentsGave them 562 new emails
  • EmilyThey ran out of gift cards!They sold 1000 gift cards
  • EmilyIn Card SalesThat encouraged them to look at more promotionsUsed power of new fans in first quarter promotionCommunity Rewards program, had over 78k votesThey were floored
  • Here’s a great exampleAuto Dealer gets his own contest on July 9, - $14k package for next monthGoogleAdWords, YouTube Pre-RollsThe contest was $4k - fun prize, enter for your chance to drive a new Ford Mustang convertible for 2 weeks’will have an email opt-ins, and ask some simple survey questions - what make and model do you drive, are you looking to buy a car
  • 448 entrants, 30 people said next 3 months, 13 people said next month, 12 people said 6 months, 209 said they would like to receive more information from the auto dealer, 46%. TALK ABOUT HOT, QUALIFIED LEADS
  • EmilyBy doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts itWhen they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
  • By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts itWhen they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
  • By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts itWhen they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
  • NathanHoliday-themed deals ran from 12/3 – 12/25 – “Last Minute Gifts” themeReps were already pitching holiday print packagesNathan made sure they had info for holiday/storeIf they bought a print ad, include a dealOr if you don’t want to spend dollars on advertisers, then deals make senseRevenue per deal during time of the store increased 47% vs. 2012 average ($1097 vs $748)Review last year’s sales from print section, look to see who is inactive now or who bought last yearNathan pulls newspaper from last year (two months in advance of the month)Looking at what advertisers were promoting at the time and see what makes a great adTarget – anything that would make a good gift – “Would you give this as a gift?”Retail is a tricky category – focus on something better tied to the store
  • Liz
  • Liz
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Matt
  • Paper ballots are time consuming, painful
  • Matt
  • Doug
  • Julie
  • WAYS TO MAKE MONEY WITH VOTER’S CHOICE• Upgraded Listings• Ballot Sponsorships• Print Issue or On-Air Special• Live Event• Deals StoreLook to the following pages for a breakdown of each.★ Remember - these models can also be combined to maximize yourrevenue. A single ballot could incorporate upgraded listings, categorysponsorships, preview and winners special sections,
  • People have struggled to make money DURING the promotion and online. Really get how to make money in print but not necessarily digitally.This is an answer to one of those challenges.The upgraded listing model works when you are featuring local advertisers on the ballot. This model allows them to pay to feature their listing more prominently in an effort to attract more votes.LISTING UPGRADES• Logo• Description• Website• Address• Interactive Map• Social Sharing Buttonso Facebooko Twittero Google +In a mid-size market, you could charge each sponsor a $149 flat feefor an upgraded listing including an image, phone number, address,website, and Facebook & Twitter buttons. If you have 30 merchantswho purchase upgraded listings for a 4-week ballot, you would end upgenerating $4,470 in revenue!
  • Augment revenue from upgraded listings by selling ballot sponsorships.BALLOT CATEGORY SPONSORSHIPWith the ballot category sponsorship model, sponsors pay to befeatured on a specific category of your ballot. an example might be the “Citizens Bank Coach ofthe Week.” In a mid-size market, you could charge a category sponsor$249/week for the duration of the promotion. If you have 10 categorySponsors for a 10-week ballot, that gives you $24,900 in revenue.Right now a mid market alternative weekly is charging $200/week for this type of sponsorship.
  • Augment revenue from upgraded listings by selling ballot sponsorships.BALLOT CATEGORY SPONSORSHIPWith the ballot category sponsorship model, sponsors pay to be featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of the Week.” In a mid-size market, you could charge a category sponsor $249/week for the duration of the promotion. If you have 10 category sponsors for a 10-week ballot, that gives you $24,900 in revenue.
  • If you have a print publication, creating a special section or issue announcing the winners of your metro Voter’s Choice competition is an absolute must. Many members of your audience will save their special issue to refer back to throughout the yearMany winning merchants will frame their part and display it in their place of business
  • ★ A coupon or offer in a thank you ad is a great way to drive foot traffic back to the merchant’s location.★ A call to action to enter a contest is a great way to drive traffic to a Facebook Page, and the QR code makes it even easier to act on!
  • Another way to continue to capitalize on your Voter’s Choicecompetition after the voting is over is to create a live event thatcelebrates the winners and brings the Voter’s Choice experienceto life for your audience.
  • A deals store is an excellent way to continue making money onceyour Voter’s Choice ballot has wrapped up. Your voters chosethese advertisers for awards, so the deals they have to offer areguaranteed to be appealing to your audience. As always, dealsprovide yet another way to engage your audience while drivingeven more revenue.Deal StoreWHEN TO RUN–As soon as possible after your Voter’s Choice ballot is over and your winners have been announced.HOW LONG TO RUN–10-14 DaysWHEN TO SELL–You should start selling as soon as you know the winners.PROSPECT LIST–Approach all of the winners and runner-ups from your Voter’s Choice ballot.HOW MANY DEALS TO INCLUDE–Aim for at least 10-15 deals (and remember that you can include multiple deals from the same merchant in your store).
  • http://www.newyorker.com/online/blogs/books/2013/08/10-paragraphs-about-lists-you-need-in-your-life-right-now.html
  • http://www.stltoday.com/sports/other/setting-the-record-straight-top-moments-in-st-louis-sports/article_c2bbd8f4-c7a4-11e1-8381-001a4bcf6878.html
  • SmartphoneVC on tablet
  • Find two more examples
  • Get your advertisers to promote your ballot for you! Create a hashtag and use it in all promotions : #bestofswva #bowawards #bestofndfootball #bestofprepsFacebook, Twitter, Instagram, Pintrest, Vine! Use social media
  • Gives YOU something to talk about on your social news feed.
  • Consumer promoting their favorite.
  • Another way to continue to capitalize on your Voter’s Choicecompetition after the voting is over is to create a live event thatcelebrates the winners and brings the Voter’s Choice experienceto life for your audience.
  • Revenue growthTarget a new audienceEngage an existing audienceTarget a niche audienceIncrease your per deal revenue
  • Full Promotions Team:MarketingSalesEditorial/Newsroom/Promotions ManagerITSupport
  • Look ahead two monthsConsider external factorsConsider Internal factorsHistorical data and trendsAlign with other company goals, efforts (sales, marketing/promotions, newsroom)Train your team on the power of promotions (sales/marketing)
  • Excite your sales teamCreate sales materials to make it easy for repsGive spiffs and bonusesMake promotions a part of the regular sales meetingHave a sales blitz
  • Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready

    1. 1. @secondstreetlab 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 Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready Liz Crider Affiliate Success Manager Second Street liz@secondstreet.com @emcrider
    2. 2. @secondstreetlab Second Street
    3. 3. @secondstreetlab 3,000 Media Partners
    4. 4. @secondstreetlab
    5. 5. @secondstreetlab secondstreetlab.com @secondstreetlab
    6. 6. @secondstreetlab 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 MAJOR SHIFT
    7. 7. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions The Opportunity
    8. 8. @secondstreetlab 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 START WITH EMAIL
    9. 9. @secondstreetlab $3MM from Email $500,000 $2,000,000 $500,000 Contests Deals Newsletters & Ads
    10. 10. @secondstreetlab Intersection of Promotions Deals Contests Reader’s Choice
    11. 11. @secondstreetlab
    12. 12. @secondstreetlab 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest YouTube Instagram Twitter Facebook Text Email 91% of people check their email at least once a day Source: eMarketer Daily Activities of US Internet Users
    13. 13. @secondstreetlab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Contest Submissions by Day 70% of Submissions The Impact of Email
    14. 14. @secondstreetlab Email = 66% of Deal Revenue
    15. 15. @secondstreetlab 15K Emails 35K Emails 0 100 200 300 400 500 600 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 1st Run 2nd Run Sales Volume List Size Stone Bridge Golf Course 205 Sold Email List Size & Revenue 513 Sold
    16. 16. @secondstreetlab $- $50,000 $100,000 $150,000 $200,000 $250,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Revenue Growth Deals: A Tale of Two Cities
    17. 17. @secondstreetlab $- $50,000 $100,000 $150,000 $200,000 $250,000 1 2 3 4 5 6 7 8 9 1011121314 Revenue Growth 0 5,000 10,000 15,000 20,000 25,000 1 2 3 4 5 6 7 8 9 1011121314 Email Growth Deals: A Tale of Two Cities
    18. 18. @secondstreetlab Email + Promotions Promotions Build Your Email Database An Engaged Database Drives Promotions Revenue
    19. 19. @secondstreetlab 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 OPPORTUNITIES FOR ONLINE PROMOTIONS
    20. 20. @secondstreetlab 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 RUN SPONSORED CONTESTS 1
    21. 21. @secondstreetlab ü  $30,000 in Revenue ü  2,592 U-T Opt-ins ü  299 Advertiser Opt-ins ü  734 Entries Cutest Pet Photo Contest U-T San Diego
    22. 22. @secondstreetlab ü $12,000 in Revenue ü 614 Opt-ins Win Your Own Man Cave The Day
    23. 23. @secondstreetlab ü $102,288 in Revenue ü 1,222 Registered Users ü Sponsored by 18 local golf courses Mulligan Match-Up The Wisconsin State Journal
    24. 24. @secondstreetlab ü $68,000 in Revenue ü 1,634 Registered Users ü Sponsored by True Value, Reid’s, Vistar Eye Center & more Fearless Forecasters The Roanoke Times
    25. 25. @secondstreetlab ü 57,359 Entries ü 32,691 Opt-ins ü 27,591 Advertiser Opt-ins Porter Escapes Toronto Sun
    26. 26. @secondstreetlab Dream Wedding WSB-FM ü $30,000 in Revenue ü 483 Submissions ü 10 Weddings Booked with Sponsor
    27. 27. @secondstreetlab Omaha World Herald $75,000 in Revenue
    28. 28. @secondstreetlab 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 PROMOTIONS + PRINT
    29. 29. @secondstreetlab The State Journal-Register Springfield, Illinois 50,000 Circulation sj-r.com
    30. 30. @secondstreetlab Pro Football Pick’em VIP Picker Photos Printed Weekly
    31. 31. @secondstreetlab
    32. 32. @secondstreetlab $100,000 in Revenue
    33. 33. @secondstreetlab The Wisconsin State Journal Madison, Wisconsin 112,000 Circulation madison.com
    34. 34. @secondstreetlab Fantasy Golf Contest
    35. 35. @secondstreetlab
    36. 36. @secondstreetlab
    37. 37. @secondstreetlab
    38. 38. @secondstreetlab $102,000 in Revenue
    39. 39. @secondstreetlab The Daily Advocate Greenville, Ohio 7,000 Circulation dailyadvocate.com
    40. 40. @secondstreetlab Contest Photos in Fair Magazine
    41. 41. @secondstreetlab $100,000 in Revenue
    42. 42. @secondstreetlab Sponsorship Models Exclusive Category-Exclusive Multiple
    43. 43. @secondstreetlab Identify the Right Sponsors Who would be a good match for the target demographic & contest theme? Who needs a fresh idea to maintain or increase spend? Who do I want to grow business with?
    44. 44. @secondstreetlab 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 RUN ADVERTISER CONTESTS 2
    45. 45. @secondstreetlab What is a Facebook Contest? Contest App
    46. 46. @secondstreetlab Like-Gate Must ‘Like’ your Page to enter
    47. 47. @secondstreetlab Visible after they ‘Like’ the Page Entry Form
    48. 48. @secondstreetlab Expand Reach with Social Boost
    49. 49. @secondstreetlab Incentivize the Like
    50. 50. @secondstreetlab Sponsored vs. Agency-Model On an Advertiser Page, No Mention of Media Company On a Media Company Page, Sponsor in Branding
    51. 51. @secondstreetlab 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013
    52. 52. @secondstreetlab Other: 28% Find new customers & leads: 72% Source:  Manta   Facebook Contest Opportunity SMB Social Media Goals
    53. 53. @secondstreetlab $500 Local Bank Giveaway Entercom New Orleans"   ü $18,000 in Revenue ü Likes Doubled in 2 Weeks
    54. 54. @secondstreetlab 1,252 New Likes +12,800% increase in PTA Page 2 of 5  
    55. 55. @secondstreetlab 562 new emails Page 3 of 5  
    56. 56. @secondstreetlab 0   200   400   600   800   1000   1200   Actual Giftcards Sold 1000 @ $130 a card 0   200   400   600   800   1000   1200   Giftcard Sales Goal 500 @ $37.50 a card Page 4 of 5  
    57. 57. @secondstreetlab $130,000 in revenue Page 5 of 5  
    58. 58. @secondstreetlab agency services $14,000 Revenue
    59. 59. @secondstreetlab Identify Hot Leads 0 5 10 15 20 25 30 35 Next month Next 3 months Next 6 months When are you considering a new vehicle purchase?
    60. 60. @secondstreetlab Exclusive Advertiser Package 2 Week Facebook Sweepstakes Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $1,000 3-3 Column x 10” Print Ads $750 Contest setup on your Facebook Page $500 Like-Gate $750 Opt-in for Email Database $750 Social media mentions $500 Email blast to 20k members $1,000 Web Display Ads, 100k ROS impressions $750 Total Value: $7,000 Cost To You: $5,000
    61. 61. @secondstreetlab ü  $14,000 in Revenue ü  8 Sponsors ü  157 – 341 New Facebook Likes per Advertiser Spring into Prizes Quad-City Times
    62. 62. @secondstreetlab Case Study: Advertiser Facebook Contests
    63. 63. @secondstreetlab Shared Advertiser Package 2 Week Facebook Sweepstakes 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: $15,990 Cost To You: $1,750
    64. 64. @secondstreetlab Shared Advertiser Package 2 Week Facebook Sweepstakes 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: $15,990 Cost To You: $1,750
    65. 65. @secondstreetlab 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 RUN DEALS 3
    66. 66. @secondstreetlab $2MM from deals in 2013 Quad-City Times Davenport, IA Circulation – 54,000
    67. 67. @secondstreetlab Weekly Deals Shaw Suburban Media ü $178,000 in Revenue
    68. 68. @secondstreetlab Deal Stores Quad-City Times ü $154,835 in Revenue ü 77 Deals ü 8,086 Sold
    69. 69. @secondstreetlab Reader’s Choice Deals Store Record-Journal Total Revenue: $18,229
    70. 70. @secondstreetlab MULTI MERCHANT GOLF CARD ü  6-10 Golf Courses ü  Some Restrictions are Acceptable ü  Title Sponsor Option ü  One Round at Each Course ü  NO Revenue Split
    71. 71. @secondstreetlab JS Online
    72. 72. @secondstreetlab JS Online Results •  Over $70K gross (and growing) •  Unlimited Inventory •  Must Pay Cart Fee •  Valid through 2014 Season
    73. 73. @secondstreetlab WISE-TV
    74. 74. @secondstreetlab Results •  $112K + in Gross Revenue •  1,500 cards SOLD OUT TWICE •  Must Pay Cart Fee •  Valid through 2014 Season WISE-TV
    75. 75. @secondstreetlab SINGLE MERCHANT SPA CARD ü  ONE Upscale Spa ü  4-6 Different Services ü  Avoid Hair Services ü  $99 Per Card ü  CAN Limit Inventory ü  Revenue Split
    76. 76. @secondstreetlab State College Spa Card
    77. 77. @secondstreetlab State College Spa Card Results •  Over $12K gross •  Sold Out…TWICE •  Popular Spa •  Huge Promotion
    78. 78. @secondstreetlab UpNorthLive.com Massage Card 100 Cards SOLD OUT in 11 hours! $16K GROSS Revenue
    79. 79. @secondstreetlab 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 EXPAND READER’S CHOICE 4
    80. 80. @secondstreetlab
    81. 81. @secondstreetlab
    82. 82. @secondstreetlab
    83. 83. @secondstreetlab
    84. 84. @secondstreetlab
    85. 85. @secondstreetlab
    86. 86. @secondstreetlab
    87. 87. @secondstreetlab
    88. 88. @secondstreetlab
    89. 89. @secondstreetlab
    90. 90. @secondstreetlab
    91. 91. @secondstreetlab
    92. 92. @secondstreetlab “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
    93. 93. @secondstreetlab 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 REVENUE OPPORTUNITIES
    94. 94. @secondstreetlab $ Upgraded Listings Ballot Sponsors Print Issue Live Event Deal Store
    95. 95. @secondstreetlab Upgraded Listings
    96. 96. @secondstreetlab Category Sponsorships
    97. 97. @secondstreetlab Online Ads
    98. 98. @secondstreetlab Special Print Issues
    99. 99. @secondstreetlab “Vote” & “Thank You” Ads
    100. 100. @secondstreetlab Live Events
    101. 101. @secondstreetlab Deals Stores
    102. 102. @secondstreetlab ü $75,000 in Revenue" ü 115,000+ Votes" best of santa clarita valley! The Signal | Santa Clarita, California"
    103. 103. @secondstreetlab ü $110,000 in Revenue" ü Live Event" southwest florida’s choice awards! Naples Daily News | Naples, Florida"
    104. 104. @secondstreetlab 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 RUN NICHE BALLOTS 5
    105. 105. @secondstreetlab We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.”" - Vince Johnson, Chief Multimedia Officer! ü $4,000 in DIGITAL Revenue" ü 1,000+ Opt-Ins" ü 20,000+ Votes" “ football fans’ choice awards! The Signal | Santa Clarita, California"
    106. 106. @secondstreetlab The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.”" - Tammy Burdick, Senior Market Analyst! ü $70,000 in Revenue" ü Integrated Ballot, Print Special Section, and Deals Store" “ best of holiday shopping! Roanoke Times | Roanoke, Virginia"
    107. 107. @secondstreetlab We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.”" - Marty Carry, Advertising Director! “ state fair top ten! State Journal-Register | Springfield, Illinois"
    108. 108. @secondstreetlab ü Digital Revenue from Expanded Listings & Category Sponsorships" ü Print Revenue from Thank You Ads in Print Issue" family favorites! MetroFamily Magazine | Oklahoma City, Oklahoma"
    109. 109. @secondstreetlab wedding
    110. 110. @secondstreetlab sports
    111. 111. @secondstreetlab food
    112. 112. @secondstreetlab holidays
    113. 113. @secondstreetlab business
    114. 114. @secondstreetlab 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 BALLOTS HIT ON TRENDS
    115. 115. @secondstreetlab LISTS
    116. 116. @secondstreetlab
    117. 117. @secondstreetlab
    118. 118. @secondstreetlab
    119. 119. @secondstreetlab
    120. 120. @secondstreetlab
    121. 121. @secondstreetlab
    122. 122. @secondstreetlab MOBILE
    123. 123. @secondstreetlab
    124. 124. @secondstreetlab LOCAL
    125. 125. @secondstreetlab
    126. 126. @secondstreetlab SOCIAL
    127. 127. @secondstreetlab
    128. 128. @secondstreetlab
    129. 129. @secondstreetlab
    130. 130. @secondstreetlab CROWD SOURCING CONTENT
    131. 131. @secondstreetlab
    132. 132. @secondstreetlab SMB ADVERTISERS
    133. 133. @secondstreetlab
    134. 134. @secondstreetlab USER-GENERATED REVIEWS
    135. 135. @secondstreetlab
    136. 136. @secondstreetlab LIVE EVENT
    137. 137. @secondstreetlab
    138. 138. @secondstreetlab
    139. 139. @secondstreetlab 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 PLAN
    140. 140. @secondstreetlab Set a Goal 1
    141. 141. @secondstreetlab Put a Team Together 2
    142. 142. @secondstreetlab Create a Calendar 3
    143. 143. @secondstreetlab Stores & Cards Free Deals & Credits Contests Sweepstakes Ballots January Free Deal Kids February Golf March Card: Golf Card Basketball April Mother’s Day Contest May Promo Code: Inactive Buyers June Summer Fun Metro July Store: Summer Fun Pets August Free Deal September Football (Sept-Feb) Spa October Card: Spa Card Halloween Holiday November Promo Code: Inactive Buyers Holiday Shopping December Store: Cyber Monday/ Holiday Store
    144. 144. @secondstreetlab Organize Your Team 4
    145. 145. @secondstreetlab Excite Your Sales Force 5
    146. 146. @secondstreetlab Q&A Liz Crider liz@secondstreet.com 314.884.7988 @emcrider secondstreetlab.com @secondstreetlab secondstreetlab.com/vpa

    ×