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Sandusky Newspapers Presentation 2013

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Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.

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Sandusky Newspapers Presentation 2013

  1. 1. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE HOW TO BE SUCCESSFUL WITH ONLINE PROMOTIONS
  2. 2. Our Partners 3,000 media companies
  3. 3. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift
  4. 4. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, businessesIn 2012, businesses spent 6%spent 6% lessless onon advertising than theyadvertising than they had a decade earlier.had a decade earlier. Ad Spending is Declining
  5. 5. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, theyIn 2012, they spent 88%spent 88% moremore onon promotions than theypromotions than they had a decade earlier.had a decade earlier. Promotions are Increasing
  6. 6. Source: Borrell Associates, Inc. 2013
  7. 7. Why Online Promotions? Source: Borrell Associates InBillions
  8. 8. What We Offer
  9. 9. Play Anywhere
  10. 10. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE More than just a software platform
  11. 11. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE AFFILIATE SUCCESS
  12. 12. Webinars
  13. 13. Playbooks
  14. 14. secondstreetlab.comsecondstreetlab.com
  15. 15. Weekly Stadium Trainings • PLAN-IT 365 • Deals Sales Training • Admin Trainings
  16. 16. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Promotions start with email
  17. 17. Intersection of Promotions
  18. 18. Deals Revenue from Email 66%
  19. 19. Email List Size & Revenue Impact 513 Sold
  20. 20. Deals: A Tale of Two Cities
  21. 21. Deals: A Tale of Two Cities
  22. 22. Impact of Email On Contests
  23. 23. ContestsContests DealsDeals Email: Center of Revenue Plan Direct Marketing Direct Marketing Email Ads Email Ads
  24. 24. Email + Promotions
  25. 25. “Every touch point with a consumer is an opportunity to capture an email.” - Tim D’Avis, Digital Director, Quad-City Times and Director of Digital Media, Lee Enterprises
  26. 26. Email Growth: Next Steps
  27. 27. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE PIZZA PROMOTION TAKES D.C. BY STORM
  28. 28. The Washington Post
  29. 29. The Washington Post • 1 in 4 entries came via Social Boost • 750,000 emails • Papa John’s trended on Twitter
  30. 30. The Washington Post • Pizza Promotion Results – 132K pizzas were claimed – 65% of participants became NEW Daily Deal subscribers – 25% of claimed pizzas came through Social Boost
  31. 31. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The sandusky Plan
  32. 32. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 1. Get Organized.
  33. 33. Set a Revenue Goal
  34. 34. Put a Team Together
  35. 35. Create a Calendar
  36. 36. Stores & Cards Free Deals & Credits Contests Sweepstakes January Free Deal Kids Whole New You Sweeps February Store: Valentine’s Day March Basketball Spring Break Sweeps April Card: Golf Card Mother’s Day Contest May Promo Code: Inactive Buyers Golf Sweeps June Father’s Day Contest July Store: Summer Fun Pets August Free Deal Summer Fun Sweeps September Card: Spa Card Football (Sept-Feb) October Best of Contest Best Of Sweeps (give away one of everything in store) November Promo Code: Inactive Buyers Holiday Shopping Sweeps December Store: Cyber Monday/Holiday Store
  37. 37. Sponsored Contests: GateHouse Media
  38. 38. Your Advertiser’s Marketing Plan
  39. 39. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 2. Run Contests to Build Your Database.
  40. 40. The Impact of Email
  41. 41. Case Study: U-T San Diego
  42. 42. Grow Database with Contests
  43. 43. 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 “ Case Study: Toronto Sun
  44. 44. Social Boost • Reward players • Referrals can drive 25% more entries!
  45. 45. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 3. Run Sponsored Contests.
  46. 46. Second Street Managed Contests Sport s Pro Football Season Pro Football Big Game Golf Auto Racing Pro Basketball College Basketball Pro Hockey Movie Awards Music Awards Television Awards College Football BowlCollege Football Season Awards Shows
  47. 47. Contest Types Available Photo Video MP3 Essay Sweepstakes Multiple Choice Embedded Media Two Photos
  48. 48. Template Contests Cutest Kids Mother’s Day Halloween Cutest Couple Holiday Sweepstakes Cutest Pets Father’s Day
  49. 49. Kids & Babies Cutest Baby Contest Canton Repository | Canton, Ohio The sponsors loved the amount of exposure they received through our abundant promotional efforts and the ad space they received as part of the promotion.” - Maureen Ater, Marketing Executive  $16,500  Facebook Optimized “
  50. 50. Custom Sports High School Player of the Week WQSB-FM | Albertville, Alabama  $1,330 in Revenue  DMA 80
  51. 51. Couples 2013 Cutest Couple Contest The Signal | Santa Clarita, California This contest helped us start a relationship with a key player in our community that wasn’t interested in ‘traditional’ local advertising. Since the contest, our partnership with the mall has continued to grow.” - Vince Johnson, Chief Multimedia Officer“
  52. 52. Talent The FOX 50 Lip Dub Project WRAZ-TV | Durham, North Carolina We really want to tap into the local creative community, create teamwork between students and teachers, and make money in the process. It’s a lot of work, but a lot of fun at the same time!” - Kevin Kolbe, Creative Services Director “
  53. 53. Pets Cutest Pet Photo Contest U-T San Diego | San Diego, California The Cutest Pet Photo Contest successfully brought together our audience’s love for cute pet photos, a key sponsor’s love for dogs, and a brand-new print special section focused on pets.” - Jennifer Balanky, Content & Community Manager  $30,000 in Revenue  2,592 U-T Opt-ins  299 Advertiser Opt-ins  734 Entries “
  54. 54. Mother’s Day & Father’s Day Father’s Day Grooming Makeover Radio One | Nationally Syndicated  Exclusive Sponsor  $10,000 in Revenue
  55. 55. Halloween Cutest Costume Contest Daily Advocate | Greenville, Ohio Contests like this really push friends and families to step up and register to vote. Each year the contest participation has grown and sponsors are eager to get on board, so we must be doing something right!” - Clinton Randall, Webmaster  1,536 Registered Users  $500 Prize Package  Facebook & Mobile Optimized “
  56. 56. Holiday Holiday Lights Contest The Signal | Santa Clarita, California After promoting this contest, we got a call from the Travel Channel asking if they could feature our contest on one of their Christmas specials. They followed us on our ‘Holiday Lights’ tour, when we travel to participating houses and neighborhoods and spend time with community members.” - Vince Johnson, Chief Multimedia Officer “
  57. 57. Makeover Win Your Own Man Cave The Day | New London, Connecticut This contest led to great exposure for the sponsors, and also showed off a type of room that was a new market for all of them.”  $12,000 in Revenue  614 Opt-ins “
  58. 58. Fishing & Hunting Show Us Your Whitetail WQSB-FM | Albertville, Alabama This contest had good results. We plan to repeat the promotion next year.” - Ted McCreless, Advertising Sales Manager  8 Sponsors  $10,560 in Revenue  193 Submissions “
  59. 59. Memorable Moments Scott’s Backyard Barbecue WROC-TV | Rochester, New York We’ve been doing this contest for about 5 years now, and it sells out every year.” - Don Killion, eMedia Manager  $10,000 in Revenue  52 Registered Users “
  60. 60. 1. Who do I want to grow business with? 2. Who needs a fresh idea to maintain or increase spend? 3. Who would be a good match for target demo and contest theme? Identify the Right Sponsors
  61. 61. Align Promotions with Special Sections
  62. 62. Top 10 Contest Ideas Time of Year Kids/Babies Year Round Custom Sports Year Round Sweepstakes Year Round Couples Holiday Specific  Talent Year Round Pets Year Round Mother’s Day and Father’s Day Holiday Specific Goodwill Year Round Halloween October  Advertiser Year Round
  63. 63. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 4. Run Advertiser Contests.
  64. 64. Advertiser Contests What is the difference between running a contest on Facebook and an “agency model” Facebook contest?
  65. 65. Benefits of Running a Facebook Contest With An App New fans Referral features; increased shares New email addresses Thank You offer redemption Qualified leads Increased engagement (PTA)
  66. 66. What is a facebook contest? Contest App
  67. 67. What is a facebook contest? Like-gate; Must ‘Like’ your Page to enter
  68. 68. What is a facebook contest? Entry form visible after they “Like” the Page
  69. 69. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Likes
  70. 70. Advertiser contest
  71. 71. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Database
  72. 72. Grow database
  73. 73. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Engagement
  74. 74. Grow engagement
  75. 75. Grow engagement
  76. 76. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE How to monetize facebook
  77. 77. Katie Wilson Digital Advertising Director Featured case study
  78. 78. exclusive contests $4,000 Revenue
  79. 79. Exclusive contest Package 2 Week Campaign Contest setup on your Facebook Page Like-Gate Opt-in for Email Database 1 Full Page Ad 1 Full Color Front Page Strip Ad Email to 80k members (x2) Web Display Ads (100k impressions ROS) Homepage takeover Table Tents Total cost: $4,000
  80. 80. KTUU-TV Anchorage, Alaska  $7,500 in Revenue  300% Increase in Advertiser’s Facebook Likes  1,064 Advertiser Opt- ins Guess Anchorage’s First Snowfall
  81. 81. Advertiser Contest Model: Entercom
  82. 82. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 5. Run a Metro Ballot.
  83. 83. #voterschoice
  84. 84. “Last year, we had 20,000 votes and it took us over 2 weeks to count. This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.” - Len Egdish, Naples Daily News #voterschoice
  85. 85. Voter’s Choice Revenue Opportunities
  86. 86. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 6. Run Niche Ballots.
  87. 87. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 7. Run Deals
  88. 88. Featured Deals Wally Park News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington  $62,202 in Revenue  $7 for $14.95 deal
  89. 89. Killeen Daily Herald Holiday Deals Stores $16K+ Revenue from holiday deals $16K+ Revenue from holiday deals 47% Jump in average per deal revenue during holidays 47% Jump in average per deal revenue during holidays
  90. 90. Deal Cards Multi-Merchant or Single-Merchant High Price Point + Great Value Choose your fulfillment
  91. 91. Golf Punch 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
  92. 92. Takeaways for Elements of a Great Deal Make Deal Quality a Priority Review the Top Performing Sub-Categories Know Which Categories are Evergreen Use the Deal Quality Checklist
  93. 93. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 8. Promotions + Print
  94. 94. Pro Football Contest The State Journal-Register Springfield, OH 50,000 circulation
  95. 95. Pro Football Contest VIP picker photo printed weekly
  96. 96. Pro Football Contest Four page pullout for 23 weeks
  97. 97. • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs Pro Football Contest Result: $100K in revenue Result: $100K in revenue
  98. 98. The Daily Advocate Greenville, Ohio 7,000 circulation Fair Photo Cover Contest
  99. 99. Fair Photo Cover Contest Contest photos printed alongside ads
  100. 100. Fair Photo Cover Contest Contest and magazine seen as integral part of the fair Result: $100K in revenue Result: $100K in revenue
  101. 101. Metro Ballot The Naples Daily News Naples, FL 61,000 circulation
  102. 102. Metro Ballot
  103. 103. Metro Ballot Coupon driving foot traffic Call to Action + QR Code
  104. 104. Metro Ballot Print sales were up 35% in 2013! Result: $110K in revenue Result: $110K in revenue
  105. 105. Niche Ballot The Roanoke Times Roanoke, VA 90,000 circulation
  106. 106. Niche Ballot
  107. 107. Niche Ballot Integrated promotional plan
  108. 108. Niche Ballot Result: $50K in revenue Result: $50K in revenue
  109. 109. Shaw Suburban Media Dixon, IL Group-wide deal Deal
  110. 110. Deal Aggressive PRINT promotion Aggressive PRINT promotion
  111. 111. Niche Ballot Result: $178K in revenue Result: $178K in revenue
  112. 112. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift
  113. 113. Why Online Promotions? Source: Borrell Associates InBillions

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