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Planning Your Revenue-Generating Promotions Strategy for the Year

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One of the best ways to succeed with online promotions is to form a year-long strategy and build an integrated promotions calendar that incorporates contests, ballots, deals in with your calendar.

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Planning Your Revenue-Generating Promotions Strategy for the Year

  1. 1. #PromotionsLab 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 Planning Your 2014 Promotions Calendar September 23, 2013
  2. 2. #PromotionsLab Presenters Julie Foley Director of Affiliate Success - Contests Second Street julie@secondstreet.com @julie_foley Matt Chaney Director of Affiliate Success - Deals Second Street chaney@secondstreet.com @mattchaney
  3. 3. #PromotionsLab How to Interact with Us GoToWebinar™ Questions Panel Twitter Hashtag: #PromotionsLab Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck.
  4. 4. #PromotionsLab Who We Are Increase ROI, Build & Engage Audience
  5. 5. #PromotionsLab
  6. 6. #PromotionsLab Agenda • Why Planning Matters • What to Plan • How to Plan • Recap • Key Takeaways • Q&A
  7. 7. #PromotionsLab 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 WHY PLANNING MATTERS
  8. 8. #PromotionsLab Planning…You Know You Should Do It
  9. 9. #PromotionsLab Always Have a Plan
  10. 10. #PromotionsLab “If you don't know where you are going, you'll end up someplace else.” -Yogi Berra On Planning…
  11. 11. #PromotionsLab
  12. 12. #PromotionsLab 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 WHAT TO PLAN
  13. 13. #PromotionsLab Growing Revenue Growing & Engaging Audience Two Paths of Growth
  14. 14. #PromotionsLab Growing Revenue
  15. 15. #PromotionsLab Deals
  16. 16. #PromotionsLab
  17. 17. #PromotionsLab KY3 TV, Summer Fun Store 2x Avg. Store Price vs. Daily Avg. 50% of July’s Revenue from Store
  18. 18. #PromotionsLab Top Deals Store 2012 Quad-City Times Davenport, Iowa Cyber Week Store $154,835 Gross 77 Deals 8,086 Sold Great Promotional Package!
  19. 19. #PromotionsLab Top Stores of 2012 1. Holiday/Stocking Stuffer 2. Cyber Week 3. Golf 4. Destinations/Travel 5. Father’s Day 6. Mother’s Day 7. Home Improvement 8. Kids/Family 9. Summer Adventures/Recreation 10. Best Of
  20. 20. #PromotionsLab Deal Cards are Here! New Deal Product for Second Street! Multi-Merchant or Single-Merchant High Price Point + Great Value Choose your fulfillment
  21. 21. #PromotionsLab Deal Cards • UpNorthLive.com – Traverse City, MI – NBC/ABC Station – DMA 119 • Multi-course cards • 1 Round per Course • Big promotional package • $99 per card Over $175K & Growing This Year
  22. 22. #PromotionsLab
  23. 23. #PromotionsLab Contests
  24. 24. #PromotionsLab
  25. 25. #PromotionsLab Top Contests of 2012 1. Kids/Babies 2. Custom Sports 3. Sweepstakes 4. Couples 5. Talent 6. Pets 7. Mother’s/Father’s Day 8. Goodwill 9. Halloween 10.Advertiser
  26. 26. #PromotionsLab Pro Football Contest The State Journal-Register Springfield, OH 50,000 circulation
  27. 27. #PromotionsLab The Daily Advocate Greenville, Ohio 7,000 circulation Fair Photo Cover Contest
  28. 28. #PromotionsLab Fair Photo Cover Contest Contest and magazine seen as integral part of the fair Result: $100k in revenue
  29. 29. #PromotionsLab Growing & Engaging Your Audience
  30. 30. #PromotionsLab Deals
  31. 31. #PromotionsLab Promo Codes Case Study: Creating Buzz & Sales 8x increase in new opt-ins vs. 2013 daily avg. 10x increase in revenue vs. 2013 daily avg. Facebook Post Email
  32. 32. #PromotionsLab Promo Code – Inactive Buyers 970 Individual deposits $25K Purchased by depositors
  33. 33. #PromotionsLab Record Journal - Free Deals & Opt-ins 2012 Daily Opt-ins
  34. 34. #PromotionsLab Contests
  35. 35. #PromotionsLab Sweepstakes This contest had amazing results in terms of online entries – over 57,000 submissions in 8 weeks! It shows how much our readers love to engage with the newspaper and how many are willing to pick it up to enter a contest.” - Christina Chan, Sales Promotion Supervisor  57,359 Entries  32,691 Opt-ins  27,591 Advertiser Opt-ins “ Porter Escapes Toronto Sun | Toronto, Ontario
  36. 36. #PromotionsLab Sweepstakes 674,417 Entries 1,588,792 Page Views Social Boost enabled Workshop Makeover Sweepstakes Popular Woodworking| Cincinnati, OH
  37. 37. #PromotionsLab Sweepstakes 17,361 Entries 12,294 opt-ins 71% opt-in rate! Umbrella Giveaway WSAZ| Charleston, WV WSAZ runs this contest every year and our audience loves it. We are able drive traffic to our site and grow our email list with this big promotion and every year its better than ever!” “ - Jack Deakin, Digital Sales Manager
  38. 38. #PromotionsLab Putting All of the Pieces Together
  39. 39. #PromotionsLab North Platte Telegraph, Store + Contest
  40. 40. #PromotionsLab North Platte Telegraph, Store + Contest 37% of total monthly revenue from store deals 2x doubled average monthly revenue in May
  41. 41. #PromotionsLab North Platte Telegraph Contest + Store Contest Results • Opt-ins for Deals program • Prizes – Gift cards • 71 entrants • 2,200 votes cast
  42. 42. #PromotionsLab Washington Post, Contest + Free Deal 42
  43. 43. #PromotionsLab 43 Washington Post, Contest + Free Deal
  44. 44. #PromotionsLab Killeen Daily Herald, Contest + Store Contest Results • Contest traffic 2nd highest to homepage • Prizes – Hotel stay + Deal Credits • 100 entrants • 6,000 votes cast • KDHcutestcouple.com
  45. 45. #PromotionsLab Killeen Daily Herald, Contests + Store Store Results • 4x increase in daily database growth average • Cross-promoted store on contest page • Store revenue alone surpassed previous February • Total Gross: over $12K
  46. 46. #PromotionsLab $4,000 Revenue Quad City Times Revenue + Audience
  47. 47. #PromotionsLab Next month Next 3 months Next 6 months When are you considering a new vehicle purchase?
  48. 48. #PromotionsLab 209 new emails 46% opt-in rate
  49. 49. #PromotionsLab Ballot The Roanoke Times Roanoke, VA 90,000 circulation
  50. 50. #PromotionsLab Ballot
  51. 51. #PromotionsLab 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 HOW TO PLAN
  52. 52. #PromotionsLab Set a Goal 1
  53. 53. #PromotionsLab Put a Team Together 2
  54. 54. #PromotionsLab Create a Calendar 3
  55. 55. #PromotionsLab Organize Your Team 4
  56. 56. #PromotionsLab Excite Your Sales Force 5
  57. 57. #PromotionsLab 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 GAMEPLAN
  58. 58. #PromotionsLab Contests
  59. 59. #PromotionsLab Contests: Revenue Growth • Minimum of 2 per year • Multi-month promotion locks advertisers into longer contracts • Pro Football, College Basketball, Auto Racing Managed Sports • Minimum of 2 per year • Look at the top 10 list for ideas • Kids, Sweepstakes, Couples • Align with special sections/deal stores Custom
  60. 60. #PromotionsLab Contests: Audience Growth & Engagement • Run as many as you can! • Run ahead of a big promotion (deal store) • Utilize “Thank You” codes and survey questions Sweepstakes • Minimum of 2 per year • Metro + Niche Ballot • Align with programming or special section (e.g. Holiday Shopping or Football) Ballots
  61. 61. #PromotionsLab Deals
  62. 62. #PromotionsLab Deals: Revenue Growth • Min. 2 per year • Reserve for big events, seasonal promotions • Cyber Week/Holidays, Golf, Summer Fun Stores • 2 per year – look at your seasons • March - Golf • September – Ski, Spa Cards
  63. 63. #PromotionsLab Deals: Audience Growth & Engagement • Min. 2 per year • Send ahead of a big promotion • Engage inactive buyers with a targeted code Promo Codes • 1-2 per year • Free Deal goal – making a big splashFree Deals
  64. 64. #PromotionsLab 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
  65. 65. #PromotionsLab 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 TAKEAWAYS
  66. 66. #PromotionsLab 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 TWO PATHS OF GROWTH
  67. 67. #PromotionsLab Growing Revenue Growing & Engaging Audience
  68. 68. #PromotionsLab 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 FOLLOW THE TWO MONTH RULE
  69. 69. #PromotionsLab
  70. 70. #PromotionsLab 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 EXCITE YOUR SALES FORCE
  71. 71. #PromotionsLab
  72. 72. #PromotionsLab 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 DON’T WORK IN SILOS
  73. 73. #PromotionsLab
  74. 74. #PromotionsLab
  75. 75. #PromotionsLab Upcoming Webinars - Ballots Strategies for Making Money - Tuesday, October 1st, 1pm EST Ideas for Year-Round Ballots - Tuesday, October 8th, 1pm EST Voter’s Choice Overview - Thursday, October 31st, 1pm EST
  76. 76. #PromotionsLab Upcoming Webinars - Deals Thursday, October 3rd, 1pm EST
  77. 77. #PromotionsLab
  78. 78. #PromotionsLab Questions? Julie Foley Director of Affiliate Success - Contests Second Street julie@secondstreet.com @julie_foley Matt Chaney Director of Affiliate Success - Deals Second Street chaney@secondstreet.com @mattchaney

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