Promotions Summit Day 1

643 views

Published on

Second Street Promotions Summit deck from Monday, June 1st.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
643
On SlideShare
0
From Embeds
0
Number of Embeds
266
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • What are your most successful print issues?
    How can you align a contest with those?
  • What are your most successful print issues?
    How can you align a contest with those?
  • What are your most successful print issues?
    How can you align a contest with those?
  • What are your most successful print issues?
    How can you align a contest with those?
  • They provided an incentive to opt-in – a Buy 1 Get 1 Free meal coupon – if you joined the email database
  • What are your most successful print issues?
    How can you align a contest with those?
  • Foot Traffic – have run deals in the past with minimal success
    Merchant has said no several times – persistence and GREAT customer service paid off and they ran a deal
    Family owned busines
  • Advertiser was THRILLED with all of the ‘new faces they saw’
    Great/qualified customers
    Will run the deal again
  • Brandy
    Growth was exponential









  • Emily
    Big aspect of this campaign
    Send out a newsletter called Common Cents
    Gave them 562 new emails









  • Emily
    They ran out of gift cards!
    They sold 1000 gift cards
  • Emily
    In Card Sales
    That encouraged them to look at more promotions
    Used power of new fans in first quarter promotion
    Community Rewards program, had over 78k votes
    They were floored









  • Emily
    In Card Sales
    That encouraged them to look at more promotions
    Used power of new fans in first quarter promotion
    Community Rewards program, had over 78k votes
    They were floored









  • Emily
    In Card Sales
    That encouraged them to look at more promotions
    Used power of new fans in first quarter promotion
    Community Rewards program, had over 78k votes
    They were floored

    500+ submissions
    15,375 users
    19,248 votes








  • Emily
    Big aspect of this campaign
    Send out a newsletter called Common Cents
    Gave them 562 new emails









  • Emily
    Big aspect of this campaign
    Send out a newsletter called Common Cents
    Gave them 562 new emails









  • Emily
    In Card Sales
    That encouraged them to look at more promotions
    Used power of new fans in first quarter promotion
    Community Rewards program, had over 78k votes
    They were floored

    500+ submissions
    15,375 users
    19,248 votes








  • Emily
    Big aspect of this campaign
    Send out a newsletter called Common Cents
    Gave them 562 new emails









  • Katie
    This deal not only helped grow our database but because of our focus on deal quality, those who got the free deal have been actively buying. In fact, they’ve spent over $55K since we ran deal! That’s all new money we may have never gotten!
    Background:
    Why this advertiser?
    How was it closed?
    What did they get out of the deal?

    Results
    2,276 “purchased”
    2,276 deals claimed
    Approx. 1,144 new users
    851 made subsequent purchases
    Those who got deal have ended up buying two additional deals
    Over $55K in new revenue
  • Katie
    Specific onesheet and promotional package for each store
    Value of every item included including total value
    Great place to stress the reach of your entire audience based on the mix of this package
    Key deadlines, dates, basic specs
    Minimum requirements (ex. must be 50% off or more)
    Keeps it simple and straightforward
  • So, welcome to promotions university
  • We listened to you
    Based on feedback gathered by our Affiliate Success and Affiliate Support Teams
    Based on interviews and interactions with dozens of partners
    We created an online training program built from the ground up with our partners in mind
    To give them the knowledge and insights to be as successful as possible with promotions
    Here are a few of the things we learned
  • Need our help to supplement their own training
    Get new hires up to speed quickly and out selling
    Those who invest in training, do the best
    It’s a common thread among our most successful partners

    So, selected the top topics we get asked about to be our launch courses: contest sales planning, deal sales, and contest sales
    Let’s take a look at some highlights from each of those
  • Creating Your Promotions Calendar
    Promotions Team
    3, 2, 1 Rules
    Tips for Sales Team
    Sample Packages by Media Type
  • Entire Sales Process
    Bonus Module on Selling Cards
    Keys to Prospecting
    ROI Calculator Walk-thru
    Merchant Center Overview
  • Prospecting by Contest Type
    Merchant Benefits
    Objection Handling
    Contest Prizes
    Post-Contest KPIs & Follow-up
  • To fit into the busy schedule of our partners and their reps –
    Our Courses are made up of 7-8 modules, averaging around 10 minutes per module
    So a learner can easily get in and get out


  • Each module has an assessment at the end to test the knowledge of the learner
    This is something we’re offering exclusively for our partners
  • Promotions Summit Day 1

    1. 1. WELCOME Doug Villhard President & Co-Founder Second Street doug@secondstreet.com @dougvillhard #PromotionsSummit
    2. 2. Welcome to St. Louis!
    3. 3. THE SECOND STREET TEAM #PromotionsSummit
    4. 4. WIFI #PromotionsSummit The wifi network is RCGA Guest There is no password.
    5. 5. WELCOME BAG & MUGS #PromotionsSummit
    6. 6. TWEET TO US We will be live tweeting from @secondstreetlab! Join the conversation on #PromotionsSummit #PromotionsSummit
    7. 7. TWITTER CONTESTS • Best tweet of the day • Best photo • Most tweeting • Best photo of you exploring St. Louis • Best additional movie quote #PromotionsSummit
    8. 8. My momma always said, life was like a promotion. You never know what you’re gonna get. Forrest Gump
    9. 9. I feel the need. The need for promotions. Top
    10. 10. TWITTER CONTESTS • Best tweet of the day • Best additional movie quote • Best photo • Most tweeting • Best photo of you exploring St. Louis #PromotionsSummit Promotions…
    11. 11. TWITTER CONTESTS • Best tweet of the day • Best additional movie quote • Best photo • Most tweeting • Best photo of you exploring St. Louis #PromotionsSummit Promotions… …my precious.
    12. 12. TOP 5 THINGS ADVERTISERS WANT IN 2014 The Start of Something Big #PromotionsSummit
    13. 13. SPEAKER Matt Coen President & Co-Founder Second Street matt@secondstreet.com @mattcoen #PromotionsSummit
    14. 14. GOALS FOR THE SUMMIT #PromotionsSummit
    15. 15. #PromotionsSummit
    16. 16. #PromotionsSummit
    17. 17. WHY NOT YOU? #PromotionsSummit
    18. 18. WHY NOT US?
    19. 19. #PromotionsSummit
    20. 20. TOP 5 THINGS ADVERTISERS WANT IN 2014 #PromotionsSummit The Big Shift: Online Promotions
    21. 21. SPEAKER Gordon Borrell CEO Borrell Associates gborrell@borrellassociates.com @goborrell #PromotionsSummit
    22. 22. TOP 5 THINGS ADVERTISERS WANT IN 2014 #PromotionsSummit The Top 5 Things Advertisers Want
    23. 23. SPEAKERS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney #PromotionsSummit
    24. 24. 1. Generate Leads 2. Drive Engagement & Foot Traffic 3. Grow Social 4. Grow Email Database 5. Collect Data TOP PROMOTIONS BENEFITS #PromotionsSummit
    25. 25. GENERATE LEADS 1
    26. 26. AGENCY SERVICES #PromotionsSummit
    27. 27. SURVEY RESULTS #PromotionsSummit
    28. 28. DRIVE ENGAGEMENT & FOOT TRAFFIC 2
    29. 29. DEAL #PromotionsSummit Insert deal here
    30. 30. OFFER ON THANK YOU PAGE #PromotionsSummit
    31. 31. GROW SOCIAL 3
    32. 32. FAN & ENGAGEMENT GROWTH
    33. 33. GROW EMAIL DATABASE 4
    34. 34. ADVERTISER OPT-IN
    35. 35. COLLECT DATA 5
    36. 36. CUSTOMER DATA #PromotionsSummit
    37. 37. UNDERSTANDING BEHAVIOR 34% had never visited his business before #PromotionsSummit
    38. 38. ZIP CODE DATA #PromotionsSummit
    39. 39. PROMOTIONS AS A WINNING FORMULA: STORIES FROM THE FIELD #PromotionsSummit Stories from the Field
    40. 40. SPEAKER #PromotionsSummit Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120 SPEAKER
    41. 41. NEBRASKA CROSSING SWEEPSTAKES #PromotionsSummit
    42. 42. THE ADVERTISER CHALLENGE #PromotionsSummit Increase Exposure & Awareness Before Grand Opening Grow Email Database
    43. 43. THE SOLUTION Facebook sweepstakes and integrated print & online campaign #PromotionsSummit
    44. 44. Results – Media Company #PromotionsSummit $75,000 in revenue
    45. 45. RESULTS - ADVERTISER #PromotionsSummit 80,000 opt-ins
    46. 46. SECRET SAUCE #PromotionsSummit • Huge campaign with 10 week sweepstakes and print campaign • Compelling prizes • Heavy promotion in the newspeper
    47. 47. SPEAKER #PromotionsSummit Brenda Fedak Classified & Online Advertising Manager Belleville News-Democrat bfedak@bnd.com @blfedak SPEAKER
    48. 48. DOS GORDITOS DEAL #PromotionsSummit
    49. 49. THE ADVERTISER CHALLENGE #PromotionsSummit Increase Foot Traffic
    50. 50. THE SOLUTION #PromotionsSummit
    51. 51. Results – Media Company #PromotionsSummit $11,000+ in revenue
    52. 52. RESULTS - ADVERTISER #PromotionsSummit 1,163 deals sold
    53. 53. SECRET SAUCE #PromotionsSummit • Persistence – the seller established a relationship with the merchant and spent time crafting the deal. • BND’s audience was better than other sites the merchant had worked with.
    54. 54. Brandy Carter Director of Integrated Sales SmartReach Digital / Entercom bccarter@smartreachdigital.com @BrandyCCarter #PromotionsSummit SPEAKER
    55. 55. LOCAL BANK SWEEPSTAKES #PromotionsSummit
    56. 56. THE ADVERTISER CHALLENGE #PromotionsSummit Double Facebook Likes + Grow Email Database Sell 500 Gift Cards at $25-50 a Card Marketing Objective Business Objective
    57. 57. THE SOLUTION #PromotionsSummit Radio Internet Radio Email Display Ads
    58. 58. Results – Media Company #PromotionsSummit $18,000 in revenue
    59. 59. Results – Advertiser #PromotionsSummit 1,252 New Fans! +12,800% increase in PTA
    60. 60. 562 new email addresses Results – Advertiser #PromotionsSummit
    61. 61. 1000 at $130 a card 500 at $37.50 a card Results – Advertiser #PromotionsSummit
    62. 62. 2012 Results – Advertiser #PromotionsSummit $100,000 in revenue
    63. 63. $148,000 in revenue 2013 Results – Advertiser #PromotionsSummit
    64. 64. SECRET SAUCE #PromotionsSummit • Valuable insights for the advertiser and lead generation. • Mobile database, Facebook, and email database growth. • Proof through results.
    65. 65. #PromotionsSummit Elizabeth Perry Solutions Manager, Permission Marketing Cox Media elizabeth.perry@coxinc.com @eperry SPEAKER
    66. 66. DREAM WEDDING GIVEAWAY #PromotionsSummit
    67. 67. THE ADVERTISER CHALLENGE #PromotionsSummit The Advertiser Wanted to Double the Number of Weddings Booked During Their Season
    68. 68. THE SOLUTION #PromotionsSummit
    69. 69. Stage 7 Vote for wedding dress + reception site Stage 6 Vote for honeymoon suite Stage 4 Vote for wedding cake + rehearsal location Stage 3 Vote for flowers; bonus sweeps for voting Stage 2 Top 3 couples interviewed on air; vote for winner Stage 1 Vote for Top 3 couples #PromotionsSummit
    70. 70. Results – media company #PromotionsSummit $30,000 in revenue
    71. 71. 4,632 new email addresses Results – Media Company #PromotionsSummit
    72. 72. RESULTS - ADVERTISER #PromotionsSummit 10 Weddings Booked!
    73. 73. SECRET SAUCE #PromotionsSummit • Contest with a valuable prize that engaged the target audience. • Live event at the resort. • Integrated campaign with broad reach.
    74. 74. #PromotionsSummit SPEAKER Tara Whitfield Marketing Assistant WRAL twhitfield@cbcnewmedia.com @TaraAtWRAL
    75. 75. GROCERY GIVEAWAY #PromotionsSummit
    76. 76. THE ADVERTISER CHALLENGE #PromotionsSummit Grow Email List & Facebook Following Help the Community & Gain Positive Exposure
    77. 77. THE SOLUTION #PromotionsSummit
    78. 78. FACEBOOK ENGAGEMENT #PromotionsSummit
    79. 79. #PromotionsSummit TWITTER
    80. 80. TV PROMOTION #PromotionsSummit
    81. 81. Results – media company #PromotionsSummit 418,894 entries
    82. 82. Results – media company #PromotionsSummit 78,486 Facebook Likes 69% Increase!
    83. 83. 62,638 new email addresses Results – Advertiser #PromotionsSummit
    84. 84. Results – advertiser #PromotionsSummit 82,000 Facebook Likes
    85. 85. SECRET SAUCE #PromotionsSummit • Station-wide buy-in • Internal team including multiple departments, including marketing, creative services, and sales. • Email opt-in & Like-gate to grow databases for future marketing
    86. 86. SPEAKER #PromotionsSummit J. Tom Shaw Chief Digital Officer Shaw Media jtshaw@shawnews.com @JTomShaw SPEAKER
    87. 87. KEY LIME COVE DEAL #PromotionsSummit
    88. 88. THE ADVERTISER CHALLENGE #PromotionsSummit Drive Foot Traffic During Slow Periods Increase Awareness
    89. 89. THE SOLUTION #PromotionsSummit
    90. 90. Results – Media Company #PromotionsSummit $500,000 in revenue
    91. 91. RESULTS - ADVERTISER #PromotionsSummit  Increased weekday visits  Created upsell opportunities  Offset seasonal slowdowns  Attracted regional audience  Drove social engagement  Generated Revenue
    92. 92. SECRET SAUCE #PromotionsSummit • Robust promotional package • Relationship with local advertiser • More valuable local media audience
    93. 93. THE BEST PROMOTIONS TOOLS YOUR NOT USING #PromotionsSummit Group Activity
    94. 94. SPORTS CLIPS Sports Clips is a hair salon that caters to men and boys by providing hassle-free hairstyling in a sports-themed environment. Sports Clips has four locations in the market and is opening a fifth location. They are looking for hot leads, foot traffic and to build brand awareness. The target demo for Sports Clips is Men 25-54 with a secondary demo of female head of households. #PromotionsSummit
    95. 95. STL REALTY STL Realty is the oldest and biggest realty group in St. Louis. They serve all areas of the market in a variety of home styles and price points. Focusing on the customer service experience and ease of the home buying process, STL Realty turns most of their customers into lifelong customers. STL Realty is looking for first time home buyers. They would also like to generate leads, expose people to their huge library of listings and raise their overall brand awareness. The typical age of a first time home buyer is 30. #PromotionsSummit
    96. 96. ROOTS & BLOOMS GARDEN CENTER Roots & Blooms Garden Center has enjoyed great success with their single location garden center for 30 years. They recognize that their retail business varies from season to season so they are always working to create repeat/loyal customers. They also added a landscaping division about 10 years ago that has seen tremendous success in the residential landscaping category. Roots & Blooms is looking for people that are in the market to do a major, DIY landscape project (Avg. cost $3K). With a secondary goal of finding customers that are doing seasonal maintenance and purchasing shrubs, flowers, pots, supplies, etc. They are looking for leads, foot traffic and overall awareness. The target demo for Roots & Blooms is female 35+. #PromotionsSummit
    97. 97. PROMOTIONS AS A WINNING FORMULA: STORIES FROM THE FIELD #PromotionsSummit The 4 Pillars of Promotions Success
    98. 98. SPEAKERS #PromotionsSummit Katie Wilson Director of Digital & Retail Advertising The Quad-City Times kwilson@qctimes.com Tim Murphy VP Digital Strategy & Enterprise Platforms Entercom tmurphy@entercom.com @tmurphdigimedia
    99. 99. GROUP SWEEPSTAKES 3,455,133 entries 256,779 opt-ins
    100. 100. FREE DEAL- DATABASE BUILDER 2,276 deals claimed 1,144 new emails Over $55K in new revenue
    101. 101. ALL ASSETS HAVE A VALUE
    102. 102. #PromotionsSummit MAN CAVE
    103. 103. Christmas in July The Quad-City Times | Davenport, Iowa Grew revenue by $5,000 in the second version of this SMB Facebook promotion.” - Katie Wilson, Digital Sales Manager  $19,250 in Revenue  11 Sponsors  157 – 341 New Facebook Likes per Advertiser “
    104. 104. THE BEST PROMOTIONS TOOLS YOUR NOT USING #PromotionsSummit The Best Promotions Tools You’re Not Using
    105. 105. SPEAKERS Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney Paul West VP of Customer Relations Second Street paul@secondstreet.com @pfwest #PromotionsSummit
    106. 106. #PromotionsSummit DEALS REPORT CARD Avg. Similar Your Data Avg. Similar Your Data $23.17 $45.14 $662.70 $1,137.49 $31,849.67 28 Avg. Similar Your Data 27% 48% 6.50% 11.43% 1.00% 0.81% Get Yours Free 81% Avg. Similar Your Avg. Data Refer a Friend INACTIVE 10 28 Popover Enabled 432 8 # of Deal Groups 4 3 6 Credits Created 7 0 0 Average Revenue per Deal Average Price Point Length of Deal (days) # of Contests / Month Average Open Rate Average Click-thru Rate % of Total Audience that are Active Buyers Number of Deals Program Details - Monthly Averages for PeriodFeature Usage # of Contests w/ Optin Travel: 1% Beauty: 30% Restaura nt: 23% Event: 7% Retail: 16% Recrea o n: 6% Services: 12% Other: 5% Deal Mix $1,899 $928 $1,871 $990 $1,014 $1,652 $1,281 $430 Average Revenue Per Deal by Category 5,612 26,348 Email Database Your Data Average Similar 51 288 Average Similar Your Data Avg. Monthly Opt-ins $37,591 $29,530 $28,428 August September October Monthly Revenue
    107. 107. #PromotionsSummit DEALS REPORT CARD Avg. Similar Your Data Avg. Similar Your Data $23.17 $45.14 $662.70 $1,137.49 $31,849.67 28 Average Revenue per Deal Average Price Point Travel: 1% Beauty: 30% Restaura nt: 23% Event: 7% Retail: 16% Recrea o n: 6% Services: 12% Other: 5% Deal Mix $1,899 $928 $1,871 $990 $1,014 $1,652 $1,281 $430 Average Revenue Per Deal by Category 26,348 Email Database 288 Avg. Monthly Opt-ins $37,591 $29,530 $28,428 August September October
    108. 108. #PromotionsSummit
    109. 109. UPICKEM REPORT CARD #PromotionsSummit
    110. 110. UPICKEM REPORT CARD #PromotionsSummit
    111. 111. UPICKEM REPORT CARD #PromotionsSummit
    112. 112. HOW TO REQUEST A REPORT CARD #PromotionsSummit secondstreetlab.com/contestsrepo rtcard secondstreetlab.com/dealsreportc ard
    113. 113. YOUR PROMOTIONS RESOURCE #PromotionsSummit
    114. 114. ACTIONABLE CONTENT #PromotionsSummit
    115. 115. DOWNLOADABLE WORKSHEETS #PromotionsSummit
    116. 116. PLAYBOOKS #PromotionsSummit
    117. 117. NEWSLETTER #PromotionsSummit
    118. 118. FUTURE COMMUNICATION #PromotionsSummit Follow @secondstreetlab & send your ideas to promotionslab@secondstreet.com
    119. 119. #PromotionsSummit
    120. 120. #PromotionsSummit Why Promotio University?
    121. 121. #PromotionsSummit Help Train Sales Teams
    122. 122. #PromotionsSummit CONTEST SALES PLANNING Course Highlights  Creating Your Promotions Calendar  Tips for Sales Team  Sample Packages by Media Type
    123. 123. #PromotionsSummit Course Highlights  Entire Sales Process including Cards  ROI Calculator Walk-thru  Merchant Center Overview DEAL SALES
    124. 124. #PromotionsSummit CONTEST SALES Course Highlights  Sales Process by Contest Type  Objection Handling  Post-Contest KPIs & Follow-up
    125. 125. #PromotionsSummit Deliver It On-Demand
    126. 126. #PromotionsSummit Be Tested & Earn Certification
    127. 127. SecondStreet.com/University
    128. 128. HOUSEKEEPING TONIGHT • Party at the Second Street Office • Networking Dinners at 7:15pm TOMORROW • Group Activity for Day 2 • Team Breakfast at 7:30am #PromotionsSummit HOUSEKEEPING
    129. 129. PICK UP YOUR RFP #PromotionsSummit Yellow Green Red Star Pink Black Silver Star Blue Red Purple Gold Star

    ×