Promotions Summit Day 2

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Promotions Summit Day 2

  1. 1. WIFI #PromotionsSummit The wifi network is Regional Chamber Guest There is no password.
  2. 2. THE BIG FUTURE OF SECOND STREET #PromotionsSummit The Borrell Compass Report
  3. 3. SPEAKERS Jim Brown VP of Sales, Marketing, and Strategic Development Borrell Associates jbrown@borrellassociates.com @JimBrownMedia #PromotionsSummit
  4. 4. BORRELL COMPASS Advertising and Promotions Spending for Macon, GA
  5. 5. A LITTLE BACKGROUND • Track advertising and Promotions • 210 DMA’s – every county in U.S. (Canada and UK) • Used by hundreds of Media Companies • Strategic – track market share! • Tactical – helps you sell!
  6. 6. #PromotionsSummit BORRELL RESEARCH • Strategic uses for planners and managers 1. Benchmark share/set goals 2. Identify new products to take to market 3. Identify key market segments for retention, growth and acquisition 4. Target prospects with appropriate products and pricing 5. Leverage appropriate sales channel (inside/outside sales) • Tactical uses for salespeople 1. Gives prospects a reason to meet 2. Facilitate needs-based selling 3. Get a larger share of ad budget/greater renewals Borrell is your single source for identifying share across all media and developing a road map for sales
  7. 7. COMPASS • Share – Win share one category and one customer at a time. – Track categories – Shifts in Media Spending – Promotions Spending – Customer’s full marketing plan #PromotionsSummit
  8. 8. Bureau of Labor & Statistics # of Employees/Business Category Total U.S. Spend by Business Category COMPASS: A DISRUPTIVE MODEL Regional Data Hundreds of Sources: • Economic • Media • Industry Demographic & Psychographic Indicators Primary Revenue Data Actual Revenues: 7400+ Local Media Companies The IRS - Advertising Expenditures by Businesses - Advertising Receipts of Media Companies We track local advertiser spending, not local media company revenue Borrell Proprietary Statistical Model Constantly refined since 1990 Used by over 1000 media companies “It’s the only methodology that could work.”- Booz Allen
  9. 9. MACON, GA #PromotionsSummit
  10. 10. MACON, GA #PromotionsSummit
  11. 11. Online formats – Market Total #PromotionsSummit
  12. 12. Market growth…and shifts #PromotionsSummit
  13. 13. #PromotionsSummit
  14. 14. Promotions grow…but shift #PromotionsSummit
  15. 15. COMPASS • Use as directed • Not absolute • Directional • Every markets and business category is different #PromotionsSummit
  16. 16. COMPASS • www.adspending.com • User name = Guest@secondstreet.com • PW = SSguest #PromotionsSummit
  17. 17. #PromotionsSummit THANK YOU Jim Brown Vice President Borrell Associates jbrown@borrellassociates.com 757-472-0555
  18. 18. 1. Gordon’s talk about the future of online promotions – that’s where the money is going. 2. The ability to deliver measurable results to advertisers with online promotions. 3. The 4 pillars of online promotions. #PromotionsSummit DAY 1 HIGHLIGHTS
  19. 19. THE BIG FUTURE OF SECOND STREET #PromotionsSummit The Big Future of Second Street
  20. 20. SPEAKERS Doug Villhard President & Co-Founder Second Street doug@secondstreet.com #PromotionsSummit
  21. 21. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Sales Strategies for Success
  22. 22. SPEAKERS Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry #PromotionsSummit Brandy Carter Director of Integrated Sales Entercom New Orleans bccarter@entercom.com @BrancyCCarter Kent Oglesby New Media Development Manager KY3-TV koglesby@ky3.com @KentOgs
  23. 23. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Promotional Opportunities That Drive Results
  24. 24. #PromotionsSummit CARDS Joe Mullen Director of Digital New Business Development Milwaukee Journal Sentinel jdmullen@jrn.com @jmullen26 Liz Crider Affiliate Success Manager Second Street liz@secondstreet.com @emcrider
  25. 25. WHAT ARE CARDS? #PromotionsSummit
  26. 26. If you have a deals program… #PromotionsSummit
  27. 27. If you don’t have deals… #PromotionsSummit
  28. 28. MULTI MERCHANT GOLF CARD  6-10 Golf Courses  Some Restrictions are Acceptable  Title Sponsor Option  One Round at Each Course  NO Revenue Split
  29. 29. SINGLE MERCHANT SPA CARD  ONE Upscale Spa  4-6 Different Services  Avoid Hair Services  $99 Per Card  CAN Limit Inventory  Revenue Split
  30. 30. Incorporate your advertiser’s logo and name wherever possible Show the value of everything included Think outside of the box – showcase your unique attributes Use all assets available to you HOW TO PROMOTE #PromotionsSummit
  31. 31. WE HAVE TEMPLATES FOR YOU! SPA CARD #PromotionsSummit
  32. 32. 2 FULFILLMENT OPTIONS #PromotionsSummit
  33. 33. Age and Gender information about your customers Heat Map of where your deal purchasers are located DEMOGRAPHIC DATA
  34. 34. JS ONLINE #PromotionsSummit
  35. 35. USE YOUR UNIQUE ASSETS #PromotionsSummit
  36. 36. $85,000+ in revenue RESULTS #PromotionsSummit
  37. 37. WISE-TV #PromotionsSummit
  38. 38. $112,000 in revenue RESULTS SOLD OUT! #PromotionsSummit
  39. 39. UPNORTHLIVE.COM #PromotionsSummit
  40. 40. $11,600 in revenue RESULTS SOLD OUT! #PromotionsSummit
  41. 41. STATE COLLEGE CENTRE DAILY TIMES #PromotionsSummit
  42. 42. $12,000 in revenue RESULTS SOLD OUT TWICE! #PromotionsSummit
  43. 43. BEST PRACTICES • Target the TOP categories • Make cards a focus • Promote like crazy • Dedicate a champion • Don’t make everything a card #PromotionsSummit
  44. 44. PROMOTIONS ONE-TWO PUNCH! #PromotionsSummit
  45. 45. ADDITIONAL RESOURCES #PromotionsSummit
  46. 46. ADDITIONAL RESOURCES secondstreetlab.com/summit #PromotionsSummit
  47. 47. #PromotionsSummit METRO BALLOTS Vince Johnson Publisher The Forsyth Country News vjohnson@forsythnews.com @vincejohnson Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Blair Barna Advertising Director & Co-Owner Charleston City Paper blairbarna@gmail.com @blairbarna
  48. 48. THE IMPACT OF PRINT #PromotionsSummit
  49. 49. #PromotionsSummit
  50. 50. $ Upgraded Listings Category Sponsor Online Ads Print Issue Live Event Deal Store REVENUE OPPORTUNITIES #PromotionsSummit
  51. 51. THE SIGNAL #PromotionsSummit
  52. 52. #PromotionsSummit
  53. 53. INTEGRATED PROMOTION
  54. 54. 115,000 votes RESULTS Up from 2,000 in 2012 #PromotionsSummit
  55. 55. $75,000 in revenue RESULTS 20% increase #PromotionsSummit
  56. 56. CHARLESTON CITY PAPER
  57. 57. #PromotionsSummit
  58. 58. #PromotionsSummit
  59. 59. TWITTER #PromotionsSummit
  60. 60. SOCIAL MEDIA KIT #PromotionsSummit
  61. 61. 900,000 votes RESULTS #PromotionsSummit
  62. 62. $170,000 in revenue RESULTS #PromotionsSummit
  63. 63. STATE JOURNAL REGISTER #PromotionsSummit
  64. 64. FACEBOOK #PromotionsSummit
  65. 65. 200,000 votes RESULTS #PromotionsSummit
  66. 66. $120,000 in revenue RESULTS 20% increase #PromotionsSummit
  67. 67. BEST PRACTICES • Sell an integrated campaign • Encourage merchants to promote • Increase your revenue by adding digital elements to your promotional packages #PromotionsSummit
  68. 68. ADDITIONAL RESOURCES #PromotionsSummit
  69. 69. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  70. 70. #PromotionsSummit NICHE BALLOTS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Vince Johnson Publisher The Forsyth Country News vjohnson@forsythnews.com @vincejohnson Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120
  71. 71. #PromotionsSummit
  72. 72. THE IMPACT OF PRINT #PromotionsSummit
  73. 73. #PromotionsSummit
  74. 74. PROMOTIONAL VIDEO #PromotionsSummit
  75. 75. FACEBOOK #PromotionsSummit
  76. 76. TWITTER #PromotionsSummit
  77. 77. 20,000 votes RESULTS #PromotionsSummit
  78. 78. 1,000 new email addresses RESULTS #PromotionsSummit
  79. 79. $4,000 in digital revenue RESULTS #PromotionsSummit
  80. 80. THE ROANOKE TIMES #PromotionsSummit
  81. 81. #PromotionsSummit
  82. 82. #PromotionsSummit
  83. 83. #PromotionsSummit
  84. 84. #PromotionsSummit
  85. 85. 22% of entries #PromotionsSummit
  86. 86. $73,450 in revenue RESULTS 47% increase #PromotionsSummit
  87. 87. BEST PRACTICES • Ballots are more than just once a year! • Align ballots with existing initiatives • Discover new opportunities #PromotionsSummit
  88. 88. ADDITIONAL RESOURCES #PromotionsSummit
  89. 89. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  90. 90. #PromotionsSummit FACEBOOK ADVERTISER CONTESTS Emily Thousand Affiliate Success Manager Second Street emily@secondstreet.com @emilythousand Katie Wilson Director of Digital & Retail Advertising The Quad-City Times kwilson@qctimes.com
  91. 91. 25 Million SMB Facebook Pages THE OPPORTUNITY #PromotionsSummit
  92. 92. Source: Manta Facebook contest opportunity! THE FACEBOOK OPPORTUNITY #PromotionsSummit
  93. 93. SPONSORED CONTEST Contest Run on Media Company Website, Sponsor Logo Included in Branding
  94. 94. Contest Run on Media Company Facebook Page, Sponsor’s Logo Included in Branding SPONSORED CONTEST #PromotionsSummit
  95. 95. Contest Run on Advertiser’s Page, Media Company Not Visibly Involved SPONSORED VS. ADVERTISER CONTESTS
  96. 96. ADVERTISER CONTEST REVENUE MODELS Exclusive Contests Shared Contests #PromotionsSummit
  97. 97. QUAD-CITY TIMES #PromotionsSummit
  98. 98. Print Social Media Email Display Ads SALES PACKAGE #PromotionsSummit
  99. 99. 1,800 Facebook Likes Results – per advertiser #PromotionsSummit
  100. 100. 670 new email addresses Results – per advertiser #PromotionsSummit
  101. 101. $8,000 in revenue Results – per advertiser #PromotionsSummit
  102. 102. MAX MEDIA #PromotionsSummit
  103. 103. Email Social Media Internet Radio Display Ads SALES PACKAGE #PromotionsSummit
  104. 104. 6,000 Facebook Likes Results – advertiser #PromotionsSummit
  105. 105. $12,000 in revenue RESULTS #PromotionsSummit
  106. 106. WORK WITH THE ADVERTISER AGAIN Brad Paisley Ticket Giveaway Megaticket Giveaway #1 Jana Kramer GiveawayCar Giveaway Megaticket Giveaway #2 #PromotionsSummit
  107. 107. BEST PRACTICES • Target new advertisers and expand relationships with existing advertisers • Create an integrated promotional campaign #PromotionsSummit
  108. 108. ADDITIONAL RESOURCES #PromotionsSummit
  109. 109. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  110. 110. #PromotionsSummit GROUP SWEEPSTAKES Matt Nystrom Interactive Operations Director Saga Communications mnystrom@sagacom.com @mattnystrom Emily Thousand Affiliate Success Manager Second Street emily@secondstreet.com @emilythousand
  111. 111. 1 CONTEST WITH MULTIPLE ENTRY POINTS Station #1 Station #2 Station #3 Station #4 Station #5 Contest Entry Pool #PromotionsSummit
  112. 112. CODE WORDS DRIVE ENGAGEMENT #PromotionsSummit
  113. 113. WKLH-FM #PromotionsSummit
  114. 114. GOALS #PromotionsSummit Drive Tune-In Grow Email Database Grow Mobile Database
  115. 115. LOCALIZED BRANDING AND OPT-INS #PromotionsSummit
  116. 116. 65% of entries came from mobile MOBILE-FRIENDLY #PromotionsSummit
  117. 117. 345,000 entries RESULTS #PromotionsSummit
  118. 118. Increased tune-in RESULTS #PromotionsSummit
  119. 119. 70,000 email & mobile opt-ins RESULTS #PromotionsSummit
  120. 120. $60,000+ in revenue RESULTS #PromotionsSummit
  121. 121. BEST PRACTICES • Have a plan • Offer a great prize • Create an integrated promotional campaign #PromotionsSummit
  122. 122. ADDITIONAL RESOURCES #PromotionsSummit
  123. 123. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  124. 124. #PromotionsSummit ECOMMERCE PROMOTIONS Alex Fuentes VP Interactive & Marketing Miami Herald Media Company afuentes@miamiherald.com @alexfuentes Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney
  125. 125. DEALS ARE PROMOTIONS
  126. 126. DEALS YOUR WAY MULTIPLE PATHS TO SUCCESS BIGWeekly Deal Exclusive Offers Stores
  127. 127. DAILY DEALS $2MM in Revenue #PromotionsSummit
  128. 128. STORES $168,000 in Revenue #PromotionsSummit
  129. 129. dealsaver Miami • Launched June 2011 • Started running deal stores in 2012 #PromotionsSummit
  130. 130. dealsaver Miami • Launched June 2011 • Started running deal stores in 2012 #PromotionsSummit
  131. 131. Standalone: Group of deals in addition to your regular daily deal offerings. Key Benefit: Supplements your regular deal sales; higher revenue potential. Defining Deal Stores #PromotionsSummit
  132. 132. Full Site Focus: All deals featured on the site revolve around a certain theme. Key Benefit: Focuses all sales & marketing efforts on store theme. Defining Deal Stores #PromotionsSummit
  133. 133. Identifying Themes for Stores Life Events Second Street Calendar Market Opportunities Holidays #PromotionsSummit
  134. 134. Our Top Store Themes • Valentine’s Day • Mother’s Day • University of Miami (x2: Spring & Fall) • Summer Fun • Best of (x2: mid year & end of year) • Holiday Gift Guide / Cyber Monday #PromotionsSummit
  135. 135. Miami’s Deal Stores Miami’s failed attempts – Father’s Day (stand alone) – Home Improvement (stand alone) – New Year New You (full site focus) #PromotionsSummit
  136. 136. Top Characteristics of Miami’s Deal Stores  12-20 deals per store  Run 2-4 weeks  Strive for good deal mix with general appeal  Include additional media exposure  Sell stores throughout the year #PromotionsSummit
  137. 137. Store Spotlight: Best of
  138. 138. Store Spotlight: Best of Email: • Subject: Malanga Café • Just resigned it. Wants to run ASAP. See below. Proudly displaying his best of plaque. Opening another restaurant in 1 month. #PromotionsSummit
  139. 139. Why Stores? Diversify Program Offerings Helps Secure Advertisers Reach Niche Audiences Grow Database Increase Sales #PromotionsSummit
  140. 140. 6 Tips for Running Deal Stores 1. Plan ahead, build your calendar 2. Create a marketing plan in addition to your regular deals offering 3. Use Incentives 4. Use Contests/Sweepstakes 5. Experiment with both stand alone and full site focus stores 6. Don’t forget Deal Quality is still King #PromotionsSummit
  141. 141. BIG WEEKLY DEAL Background: 225 Magazine 225 Best Eats Baton Rouge, LA #PromotionsSummit
  142. 142. EXCLUSIVE OFFERS Background: Hubbard Radio Special Reserve Cincinnati, OH #PromotionsSummit
  143. 143. GOLF CARD Background: News Tribune dealsaver Tacoma, WA $68,000 in New Revenue #PromotionsSummit
  144. 144. TAKEAWAYS • Daily Deals Remain a BIG Opportunity if You Invest the Resources • Stores, Cards, Weekly Deals Allow All Media to Generate Digital Revenue • Deals are Promotions – They Solve Advertiser Challenges and Goals #PromotionsSummit
  145. 145. #PromotionsSummit SPORTS CONTESTS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Marty Carry VP Advertising The State Journal-Register marty.carry@sjr.com @mcarry Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120
  146. 146. 1. INTEGRATE YOUR PROMOTION
  147. 147. 2. SECURE MULTIPLE SPONSORS #PromotionsSummit
  148. 148. 3. GIVE SPONSORS VIP TREATMENT
  149. 149. 4. PROMOTE HEAVILY #PromotionsSummit
  150. 150. 5. KEEP IT FUN! #PromotionsSummit
  151. 151. THE PRIZES #PromotionsSummit
  152. 152. PROMOTION
  153. 153. FACEBOOK #PromotionsSummit
  154. 154. $68,000 in revenue RESULTS 75% incremental #PromotionsSummit
  155. 155. BEST PRACTICES • Secure multiple sponsors • Leverage your VIP pickers • Offer both weekly and overall prizes • Work across departments as a team • Create an integrated promotional campaign #PromotionsSummit
  156. 156. ADDITIONAL RESOURCES #PromotionsSummit
  157. 157. ADDITIONAL RESOURCES #PromotionsSummit secondstreetlab.com/summit
  158. 158. #PromotionsSummit PROMOTIONS + EVENTS Terri Overby Marketing Coordinator WRAZ-TV toverby@fox50.com Sandy Hurley Director of Revenue Civitas Media shurley@civitasmedia.com Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Conan Gallaty Executive VP for Digital WEHCO Media cgallaty@wehco.com @conanza
  159. 159. From this… #PromotionsSummit
  160. 160. …To this! #PromotionsSummit
  161. 161. RECORD GROWTH 682% growth since 2010
  162. 162. REVERSE PUBLISHING #PromotionsSummit
  163. 163. $100,000 in revenue RESULTS #PromotionsSummit
  164. 164. EVENTS = BIG REVENUE #PromotionsSummit
  165. 165. CONTEST + EVENT
  166. 166. BRIDAL SHOW CONTEST #PromotionsSummit
  167. 167. PO
  168. 168. POPS ON THE RIVER CONTEST #PromotionsSummit
  169. 169. And the Winner Is…Reader’s Choice
  170. 170. BEST OF THE BEST BALLOT
  171. 171. Growing Target Audiences – Young Family Events
  172. 172. KIDS EXPO CONTEST
  173. 173. WRAZ-TV #PromotionsSummit
  174. 174. #PromotionsSummit
  175. 175. #fox50lipdu b
  176. 176. $200,000 in revenue RESULTS #PromotionsSummit
  177. 177. BEST PRACTICES • Create a promotion to accompany an existing community event • Create an event to augment a promotion your media company runs or create a promotion to augment an event you run • Create a promotion that IS an event #PromotionsSummit
  178. 178. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Roundtables
  179. 179. ROUNDTABLES • Table 1: Cards & Other Ecommerce Promotion Models • Table 2: Reinventing Ballots • Table 3: Facebook Agency Model Contests • Table 4: Engaging Your Sales Force Around Promotions • Table 5: Monetizing Football • Table 6: Driving Revenue & Engagement with Promotions + Events • Table 7: Using Promotions for Lead Generation for Your Advertisers #PromotionsSummit
  180. 180. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Group Activity Presentations
  181. 181. THE BIG FUTURE OF SECOND STREET #PromotionsSummit Go Big & Go Home
  182. 182. SPEAKERS Matt Coen President & Co-Founder Second Street matt@secondstreet.com @mattcoen Doug Villhard President & Co-Founder Second Street doug@secondstreet.com #PromotionsSummit
  183. 183. FOR MORE GREAT CONTENT, VISIT: #PromotionsSummit secondstreetlab.com/summit
  184. 184. Safe Travels! We’ll Miss You.

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