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Summer Promotions Survival Guide

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Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!

To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.

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Summer Promotions Survival Guide

  1. 1. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E T
  2. 2. PRESENTED BY SECOND STREET#promotionslabPRESENTERSJulie FoleyDirector of Affiliate Contest Success@julie_foleyLiz CriderAffiliate Success Manager@emcrider
  3. 3. PRESENTED BY SECOND STREET#promotionslabMatt Chaney’s new bundle of joy!Maggie Fiona ChaneyApril 29th @ 6 pm7lbs 4oz
  4. 4. PRESENTED BY SECOND STREET#promotionslabQUESTIONS & TWITTERFollow @secondstreetlab on Twitter!Want to win an exclusive prize?Be the one who tweets the most with our hashtag#promotionslabNote: We are recording thiswebinar and you will receive an email with links tothe recording, slide deck, resource center andrelevant articles in the promotions lab.
  5. 5. PRESENTED BY SECOND STREET#promotionslabWHO WE AREIncrease ROI, Build &Engage Audience
  6. 6. PRESENTED BY SECOND STREET#promotionslabsecondstreetlab.com
  7. 7. PRESENTED BY SECOND STREET#promotionslabAGENDA• Summer Spending: By the Numbers• Summer Deal Store Overview• Deal Store Case Studies• Summer Contest Case Studies• Kids and Pets Templates• Summer Promotion Resources• Summer Survival Plan• Q&AJulie Foley, Affiliate Success
  8. 8. PRESENTED BY SECOND STREET#promotionslabSummer Spending by the NumbersSummerSpending perChild$1,1002/3 of FamiliesWill Travel byCar70% of Americansare planning asummer staycationSource:AmericanExpressSpendingandSavingsTracker
  9. 9. PRESENTED BY SECOND STREET#promotionslabOf the 70% of families planning astaycation…• 46 percent plan to attend a nearby festival or concert• 41 percent plan to visit a local museum• 36 percent plan to eat out at restaurants more often• 20 percent plan to get a spa treatment• 13 percent plan to schedule a golf outingSource:TheNewYorkTimes
  10. 10. PRESENTED BY SECOND STREET#promotionslabAvoid the Summer Revenue DipSalesPromo!SalesPromo!SalesPromo!SalesPromo!
  11. 11. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E TDeal StoresNick Certa, Sales
  12. 12. PRESENTED BY SECOND STREET#promotionslab1. Expand deal offerings2. Run multiple dealsfrom same advertiser3. Target niche audience4. Diversify your dealprogram marketing5. Grow list & increaserevenue!Why Deal Stores?
  13. 13. PRESENTED BY SECOND STREET#promotionslabTop Deal Stores1. Holiday/Stocking Stuffer2. Cyber Week3. Golf4. Destinations/Travel5. Father’s Day6. Mother’s Day7. Home Improvement8. Kids/Family9. Summer Adventures/Recreation10. Best Deals of the YearMatt Chaney, Affiliate Success
  14. 14. PRESENTED BY SECOND STREET#promotionslabTop CategoriesCategoriesAverage Revenueper Deal (Gross)Regional Travel $3,776Recreation: Golf $3,354Recreation: Attractions $3,239Recreation: Activity Center $2,296Events $2,098Retail: Hobby/Sports $1,963
  15. 15. PRESENTED BY SECOND STREET#promotionslabOther Categories to ConsiderCategoryCamp GroundsOutdoor ActivitiesMobile DetailingChildren BoutiquesWater Sports and RentalsSpecial Foods (butcher, farmermarkets)MuseumsOutdoor MaintenanceGrills and AccessoriesSummer Events, ConcertsWinery ToursLiz Crider, Affiliate Success
  16. 16. PRESENTED BY SECOND STREET#promotionslabCreate a Store & Per Deal Goal• Store Goal: $30K– 15 deals– Each deal must reach atleast $2,000 (gross)• Store Goal: $15K– 10 deals– Each deal must reach atleast $1,500 (gross) Brian Seymour, Support
  17. 17. PRESENTED BY SECOND STREET#promotionslabTraits of Top Deal StoresDeals fit the themeComplementary dealsHealthy price pointsDeals are in addition to regularsales effortsKeep audience needs/wants inmindPlanned months in advance
  18. 18. PRESENTED BY SECOND STREET#promotionslabPromote Heavily & Create aShopping Event+ =
  19. 19. PRESENTED BY SECOND STREET#promotionslabMake Sure Your Mobile Site isReady!1 in 5Dealspurchasesoccur on amobile device(tablet or phone)
  20. 20. PRESENTED BY SECOND STREET#promotionslabQuad-Cities Times – Kids StoreStore Details• Deals: 13• Advertisers: 13• Launched onMonday• Ran for 12DaysEmail
  21. 21. PRESENTED BY SECOND STREET#promotionslabKids Store ResultsBeauty7%Dining23%Recreation31%Retail31%Services8%Category MixAverage Revenue perDeal: $1,658.81Top Deal:Michaels Fun WorldActivity CenterTotal GrossOver $21K
  22. 22. PRESENTED BY SECOND STREET#promotionslabSacramento Bee – Summer FunStoreStore Details• Deals: 20• Advertisers: 18• Launched onSunday withfull page ad• Ran for 7 daysFull Page Ad
  23. 23. PRESENTED BY SECOND STREET#promotionslabSummer Fun Store ResultsRecreation75%Services15%Event5%Dining5%Category MixAverage Price:$48 vs.$18.62Avg. Revenue per Deal$2,284.65Top Two Deals:Sacramento River Train &Castle Oaks Golf ClubTotal Grossover $45K!
  24. 24. PRESENTED BY SECOND STREET#promotionslabDeal Store Key TakeawaysDeal quality remains crucialPromote heavily – include a contestPlan ahead – have a store calendar for theyearUse turnkey resources to spice up yoursiteSet a store and per deal goal
  25. 25. PRESENTED BY SECOND STREET#promotionslabTell Us About Your Store & Win a Prizesuccess@secondstreet.comJulie Foley, Affiliate Success
  26. 26. PRESENTED BY SECOND STREET#promotionslabPOLLHave you run a summer themed deals store before?• a. Yes!• b. No, but I cant wait to do it this year!• c. No.
  27. 27. PRESENTED BY SECOND STREET#promotionslabPromotional Credits = Purchases
  28. 28. PRESENTED BY SECOND STREET#promotionslabOnline Retailers Use them All theTimeCode:BRTHANKSCode:STYLENOW20
  29. 29. PRESENTED BY SECOND STREET#promotionslabOur Top Partners Use ThemCode:BIRTHDAYCode:SUMMERTIME
  30. 30. PRESENTED BY SECOND STREET#promotionslabPromotional Code Tips• Keep code short – easierto remember• Tie code to your theme• Give code short expirationwindow –14 days or fewer• Include in deal store ads &promotions• Share on social mediaMichelle Anderson, Human Resources
  31. 31. PRESENTED BY SECOND STREET#promotionslabAccelerate Buying w/ a MinimumSpend CreditWhy Min. Spend Credit? Helps raise your averagepurchase Reduces financial exposurefor your program Gives you an option to sendout to a large group ofconsumers Is easy to promote in printand on-airUse Promo CodeSUMMERFUNTo Get $5 OffYour Purchase of$20 or more
  32. 32. PRESENTED BY SECOND STREET#promotionslabYour Summer Store & Promo Credit Plan• Optimal Dates to Run– Maximize weekdays– July: 8-22– August: 5-19• How long to run your store– 10-14 days– Launch on a Monday• When to sell your store– May and June• Promotional Credit– Include within store ads &promotions– Use min. purchase credit type– $5 for purchase of $20 or more Jack Rosenzweig, Product
  33. 33. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E TContestsKelly Travis, Marketing
  34. 34. PRESENTED BY SECOND STREET#promotionslabList Builders
  35. 35. PRESENTED BY SECOND STREET#promotionslabUT- San Diego“Movie ticket giveaways have long been our most popular contests. They are easy to produce andlaunch – using a standard template, we can typically get one of these online in fewer than 15 minutes.”- Jennifer Balanky, Content & Community Manager, U-T San Diego
  36. 36. PRESENTED BY SECOND STREET#promotionslabU-T San DiegoThe Power of Email
  37. 37. PRESENTED BY SECOND STREET#promotionslabSponsored Contests
  38. 38. PRESENTED BY SECOND STREET#promotionslabThe Arkansas Democrat Gazette
  39. 39. PRESENTED BY SECOND STREET#promotionslabTemplate Contests
  40. 40. PRESENTED BY SECOND STREET#promotionslabPOLLHave you run a summer themed contest before?• a. Yes!• b. No, but I cant wait to do it this year!• c. No
  41. 41. PRESENTED BY SECOND STREET#promotionslabBEST PRACTICES• Mobile• Facebook• Custom Email Campaign• Secure local prize partners• Run a Summer Deal StoreEmily Thousand, Affiliate Success
  42. 42. PRESENTED BY SECOND STREET#promotionslabContest Key TakeawaysAdd your opt-insPromote heavily – include a deal storePlan ahead – have a contest calendar forthe yearUse turnkey resourcesSell a sponsorship
  43. 43. PRESENTED BY SECOND STREET#promotionslabResources• Summer Deal Store Saleskit• Store creative• Print & web promo ads• Merchants to consider• Sales PPT deck• Kids and Pet Saleskit• Contest templates• Print & web promo ads• Advertisers to consider• Sales PPT deck• User Manual & FAQsJen Lauck, Support
  44. 44. PRESENTED BY SECOND STREET#promotionslabSummer Survival Plan – Store + ContestDeals Store Plan• Optimal Dates to Run– Maximize weekdays– July: 8-22– August: 5-19• How long to run your store– 10-14 days– Launch on a Monday• When to sell your store– May and June• Promotional Credit– Include within store ads &promotions– Use min. purchase credit type– $5 for purchase of $20 or moreContest Plan• Schedule at least two list buildingsweepstakes– Run 10-14 days• Schedule at least one sponsoredcontest– Run 2-4 weeks– Sell May and June• Include opt-in to build database• Include “SUMMERFUN”promotional credit• Every registrant gets deal credit– min. purchase required
  45. 45. PRESENTED BY SECOND STREET#promotionslabQ&AJulie FoleyDirector of Affiliate Contest Success@julie_foleyLiz CriderAffiliate Success Manager@emcrider

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