The Power of Print Media & Online Promotions
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As a newspaper or magazine, you have a large audience and a nearly unlimited inventory. You can leverage the power of print to achieve maximum results with your online promotions.
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The Power of Print Media & Online Promotions
- 2. #PromotionsLab Julie Foley Director of Affiliate Success julie@secondstreet.com @julie_foley Presenters Matt Chaney Director of Affiliate Success chaney@secondstreet.com @mattchaney Jay Schultz Sponsorship and Product Specialist The Atlanta Journal-Constitution
- 4. #PromotionsLab Follow @secondstreetlab on Twitter!
- 5. #PromotionsLab Tweet your favorite ideas! You could win a Second Street swag bag. #PromotionsLab
- 6. #PromotionsLab Questions? ask in the GoToWebinar panel
- 8. #PromotionsLab Second Street Platform PROMOTIONS SUITE DATA SUITE
- 9. #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 YOU’LL LEARN TODAY
- 10. #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 PROMOTIONS + PRINT
- 11. #PromotionsLab Align with current initiatives Discover new opportunities Leverage unique assets Grab your share
- 12. #PromotionsLab Why Online Promotions? $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 INBILLIONS
- 13. #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 PROMOTION TYPES TO CONSIDER
- 20. #PromotionsLab Align with current initiatives 1
- 21. #PromotionsLab
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- 23. #PromotionsLab
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- 26. #PromotionsLab UT-San Diego San Diego, CA| San Diego’s Best Overview
- 27. #PromotionsLab UT-San Diego San Diego, CA| San Diego’s Best Overview
- 28. #PromotionsLab UT-San Diego San Diego, CA| San Diego’s Best Results $250,000 in revenue
- 29. #PromotionsLab UT-San Diego San Diego, CA| San Diego’s Best The Power of Print
- 30. #PromotionsLab Telegraph Herald Dubuque, IA | Athlete of the Week Overview
- 31. #PromotionsLab Telegraph Herald Dubuque, IA | Athlete of the Week Overview
- 32. #PromotionsLab Telegraph Herald Dubuque, IA | Athlete of the Week Results $18,000 in revenue
- 33. #PromotionsLab Telegraph Herald Dubuque, IA | Athlete of the Week The Power of Print
- 34. #PromotionsLab Telegraph Herald Dubuque, IA | Athlete of the Week The Power of Print
- 36. #PromotionsLab
- 37. #PromotionsLab
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- 42. #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 QUIZZES
- 43. #PromotionsLab
- 44. #PromotionsLab The Atlanta Journal Constitution Atlanta, GA| Who’s Your TV Mom Quiz Overview
- 45. #PromotionsLab The Atlanta Journal Constitution Atlanta, GA| Who’s Your TV Mom Quiz Promotion
- 46. #PromotionsLab The Atlanta Journal Constitution Atlanta, GA| Who’s Your TV Mom Quiz Results $25,000 in revenue
- 47. #PromotionsLab
- 49. #PromotionsLab
- 50. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Sack Schultz Overview
- 51. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Sack Schultz Results $30,000 in revenue
- 52. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Sack Schultz The Power of Print
- 53. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Bracket Fiasco Overview
- 54. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Bracket Fiasco Results $33,000 in revenue
- 55. #PromotionsLab The Atlanta Journal-Constitution Atlanta, GA| Bracket Fiasco The Power of Print
- 57. #PromotionsLab The Roanoke Times Roanoke, VA | $1,000 Egg Hunt Overview
- 58. #PromotionsLab The Roanoke Times Roanoke, VA | $1,000 Egg Hunt Results Over 18K NEW OPT-INS
- 59. #PromotionsLab Overview North Platte Telegraph North Plate, NE | 12 Days of Giving
- 60. #PromotionsLab
- 61. #PromotionsLab Overview North Platte Telegraph North Plate, NE | 12 Days of Giving
- 62. #PromotionsLab North Platte Telegraph North Plate, NE | 12 Days of Giving Results $6,000 REVENUE 2,614 NEW OPT-INS
- 63. #PromotionsLab North Platte Telegraph North Plate, NE | 12 Days of Giving The Power of Print
- 64. #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 RESOURCES
- 69. #PromotionsLab • NEW! • Quiz Planning • Contest Planning • Ecommerce Planning • Ballot Planning Planning
- 70. #PromotionsLab • Contest Sales • Ecommerce Sales • Ballot Sales • NEW! Advertiser ContestsSelling
- 71. #PromotionsLab • Sweepstakes Admin • National Sports Admin • Ecommerce Admin • Submission Admin • Ballot Admin Executing
- 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 NEXT STEPS
- 73. #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 SET GOALS
- 74. #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 CREATE A TEAM
- 75. #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 BUILD A CALENDAR
- 76. #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 TRACK AND ADJUST
- 77. #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 MAXIMIZE YOUR ADVANTAGE
- 78. #PromotionsLab Julie Foley Director of Affiliate Success julie@secondstreet.com @julie_foley Questions Matt Chaney Director of Affiliate Success chaney@secondstreet.com @mattchaney Jay Schultz Sponsorship and Product Specialist The Atlanta Journal-Constitution
Editor's Notes
- Don’t say this: As a print publication you have a competitive advantage b/c of your print media You have great physical and digital reach You have trusted brand We are going to show you how your peers are running successful promtoins And give you a plan for running successful promotions A great plan for your publication As a print medium you are uniquely positioned We are going to cover ways that print is powerful medium when combined with online promotions Some of them are ways that leverage your print medium – uniquely positioned b/c of print. Others are great that don’t necessareily use print – that leverage your digital and social reach
- Print background.
- Revenue it can generate.
- At Second Street We are proud to work with media companies around the country who are using the promotions platform to generate digital revenue, grow their email and social databases and capture valuable consumer data and insights through our suite of products. So let’s jump in – I’m going to hand it over to you Julie to start us off with the why - why run promotions At little bit about Second Street. We are a software and technology company working with local and national media companies around the country to help increase ROI by Building & Engaging their audiences and collecting valuable data and insights through our promotions platform which includes contests, ballots, quizzes and ecommerce solutions. So, now review why planning is so important
- Give you an actionable plan so you can Leverage all of your assets so you can build a successful promotions strategy
- 4 reasons print can take advantage of the opportunity with promotions
- You are SO well situated to take advantage of promtoins b/c promotions are such a great opp for you Bc they align, new opp, leverage unique assets – ENHANced by the fact that you have print product. Big revenue stream you could be grabbing your fair share Your competitive advantage
- Look at the growth we are seeing in online promotions.
- When we talk about promotions – we are talking about these types of things….
- A contest that runs on the media company’s site and features one or more paid advertisers.
- A contest run on behalf of an advertiser that aligns with their goals and includes results that the media company can measure and deliver.
- An online promotion where your audience votes on their top picks from a variety of categories within a topic or theme
- A quick, fun way to engage consumers on a topic or theme where they answer a series of questions to generate an unique outcome.
- A promotion that runs on social platforms as a way to increase engagement, reach, followers and leads
- A discounted offer available for purchase and designed to incent the consumer to take an action desirable to the merchant.
- Align with what youre already doing: internal initiatives, special sections/special issues and EVENTS
- Because you have these special issues you have niche audiences. Think about all your special issues and sections you run Parents Seniors High School Pro and college sports Healthcare Real estate Automotive Home Improvement Food How can you align a promotion (contest/deal store, card, ballot )with those?
- Great starting point – this playbook on 30 promotion ideas secondstr
- Great starting point – this playbook on 30 promotion ideas secondstr
- U-T San Diego is a 261,000 circulation (and 407,000 circulation on Sundays) newspaper in San Diego, California. We have been running our Best of San Diego Readers’ Poll for more than 18 years. Two years ago, we moved to a purely digital ballot. The goal for the promotion is threefold: To generate incremental revenue year after year To make SDBEST a guide for customers to navigate the local marketplace To provide our audience with a way to vote on their favorite local businesses
- The Best of San Diego Readers’ Poll let people vote for their favorites among more than 1,500 businesses in 177 categories. We created separate ballots for the nomination and voting periods, and populated the voting ballot with the top 10 nominees in each category from the write-in nomination ballot. Before 2013, we collected print ballots in addition to online nominations and voting – it was done that way for 15 years. The resource and manpower costs to filter through thousands of handwritten nomination and voting ballots to determine winners was immense, but new technology has now made that labor-intensive process obsolete. The 2014 ballot was promoted heavily in print and online during both the nomination and voting phases
- The ballot brought in more than $250,000, and the total revenue was up 52% from the year before! The ballot passionately engaged our local business community and our audience loved it. In fact, 47,405 registered users cast a total of 550,526 votes during the promotion,. The ballot also received more than 720,000 pageviews.
- Print special section Heavy promotion in print – before during and after voting Established brand that ppl gravitate toward that special section Chaney chime in.
- The Telegraph Herald is a daily newspaper based out of Dubuque, Iowa. A small market paper, serving around 28,000 daily subscribers, the newspaper specializes in local and regional news for Dubuque and surrounding areas in Iowa, Illinois, and Wisconsin. The Telegraph Herald is a division of Woodward Communications, Inc. Seeking a new form of revenue for the paper, the Telegraph Herald decided to try a new submission contest centered around local athletes. Recognizing the hometown pride of Dubuque, the Telegraph Herald felt that this style of promotion would be a great fit for their community and would offer a boost to their website and social media presence. Now in their third year of the promotion, the Telegraph Herald has continued growth in engagement and exposure for their sponsors.
- The Execution The newspaper decided to implement their Athlete of the Week as a year-round promotion that would be integrated across the board into print, online, email, and socialThe featured athlete’s story is printed in the sports’ section that following Thursday, displayed on the TH website, and is also announced on the Telegraph Herald Facebook Page as well.
- The Results This promotion worked so well for Dubuque’s Telegraph Herald. It has helped their community highlight great local athletes, allowed their sponsors to get in front of a key demographic, and generated $18,000 for the newspaper each year. Total of $54k over last three years with this promotion 2 advertisers
- published athlete of the week winner in print each week – in sports section – advertiser ad was next to content
- published athlete of the week winner in print each week – in sports section – advertiser ad was next to content
- Discover new opportunities Discover how you can reverse publish content from promotions into your core product YOU HAVE A COMPETITIVE ADVANTAGE Very nature of the print product is that it uniquely lends itself well (at a very low cost) an integrated package b/c there is not limit to the number of ads you can have in print vs. our friends in broadcast industry who have a finite/limited number of spots you can run in a day. You have inventory (unlimited inventory, easy to free up space) Not limited to 24 pages like radio/TV 24 hours in day Not a rigid limit
- Arch celebrating 50th anniversary Photo contest – section of website and tons of print content/phtos being published online Quiz – iconic st louis logos that use the arch Prizes were the arch book
- Book to celebrate 50 years Promotions gave them built in userbase to market to about this book they are releasing.
- Hs school football Quizzes
- Keep your eyes open for reverse publishing opportunities. Case in point: a successful high school football ballot would make for a great addition to a football special section!
- Alt weekly
- created a special issue dedicated to hottest bartenders and burliest bouncers Hosted an event Another example of a new opportunity for print/reverse publishing that was tied to a promotion
- One of the most exciting promotion areas that NP are taking advantage of are quizzes. While we haven’t seen print tied in as clearly yet there certaninly are reverse publishing opportunities here as well They don’t require print publications to take off and be successful All your other assets/email/social database are
- Who’s your TV mom quiz – 1 sponsor 5/01 – 5/10 Prize: $250 grocery gift card Total advertiser impressions delivered on quiz page – 30,000 Revenue attributed to the contest - $25,000 Total number of users that took the quiz – 11,000+ Total number of users that entered the contest – 6,000+ Advertiser was really happy with the engagement to the contest and is expected to run similar promotions in the future.
- We used a combination of organic placements on AJC.com and social promotion – Facebook posts supported by a sponsored ad buy on Facebook. Then we also did run of site ads on AJC.com, along with a Homepage premium rotator ads on AJC.com and AccessAtlanta.com. Total promotional impressions on AJC.com was around 2,500,000. We found the most success with the Facebook ad campaign (note that this was around a $1500 spend to promote on Facebook, which would be fairly high for a smaller budget campaign): · 1,028 Likes · 10,315 Clicks · 162 Comments The campaign was rounded out with a homepage takeover for the sponsor the week of Mother’s day – but those were Kroger specific ad units and didn’t mention the contest/quiz.
- Combination of mother’s day program for 10 days in May Premium placement ROS Quiz
- Fox Theater Summer Film Festival trivia quiz: 39,766 took quiz + $17,500 (quiz buy was $3,500)
- You have tremendous reach in your community today through you print product Largest digital audiences Email database Social reach Fully leverage unique assets which are print.
- Marty carry double truck
- Each week, the fan who chooses the winners of the most college football games could win great prizes. Plus, you’ll compete against Atlanta Journal-Constitution’s Jeff Schultz for gridiron bragging rights. AJC grand prize: Georgia Tech vs. UGA game tickets, AND tickets to the Chick-fil-A Bowl AJC weekly prize: $100 Kroger gift card Plus national prizes.
- In its 5th year.
- Frequency of the print promotion AND JEFF himself. Leverage his personality as the face of the college football game. Another idea is to leverage tv partner talent
- Another local expert – Mark Bradley. Doing bracket in print for almost 30 years now. A few years ago decided to stop counting brackets by hand.
- Kroger, Kennesaw State and an entertainment venue.
- Printed the bracket for every round. Seven times during March Madness. DOUBLE TRUCK for first round Single pages for the rest of rounds.
- YOU ARE POSITIONED FOR GROWTH Because of your reach and because your audiences want to engage with your promotions and you can grow your reach by growing your email database. And revenue
- One of the best and most efficient ways to build your database is with a sweepstakes. Hands down, nothing works better. The team at the Roanoke times ran a big sweepstakes as part of a promotion to drive circulation and single copy sales while also building out several email databases: their promotions database, a breaking news database, an ecommerce database and a daily headlines database. This was a code word sweepstakes. The way it worked was the public had to find the sticky note attached to their newspaper. On the sticky note was a code, you took the code to the website and entered it. This allowed you to be eligible for the contest. There were six winning codes. Each winner won $1,000.
- This turned out to be a colossal success for them! In fact, this is their third year running this. The circulation team loves it because it drives subscriptions and single copy sales. The audience development team loves it because it grows their digital audience, and the sales team love being about to tout their growing email reach when talking to advertisers. Those 18K opt-ins are actually up 15% from the year prior. This is a great example of methodically growing your database over time to increase your reach.
- Pl@tte A key component of this was a holiday themed landing page where they previewed the upcoming prizes and linked off to each individual sweepstakes Let’s take a look at the whole thing
- This was built by them and then linked out to the individual sweeps Notice the background is tied in with the theme as well And they actually had a couple of online display banner spots as well around the page We often see partners create landing pages like this that are calendars
- This example from north pl@atte telegraph is for a 12 Days of Giving promotion, which was essentially 12 individual sweepstakes tied together. This type of promotion was by far our most popular during the holiday season last year. We saw hundreds of them being run. They’re a great way to get several advertisers involved at a lower individual rate. Especially useful to attract non-traditional advertisers, those with smaller budgets or those advertisers who have been interested in promotions but haven’t been able to commit to the bigger sponsorships. Here they get to be a part of a larger shared promotion but also get their day in the spotlight. A key component of this was a holiday themed landing page where they previewed the upcoming prizes and linked off to each individual sweepstakes Let’s take a look at the whole thing
- Over 4200 entrants overall
- Over 4200 entrants overall
- WE’ve seen NP make millions and millions of dollars on promtions and it’s a big opp. How do you put your advantage to work?
- July marks our one year anniversary of launching promotions university, and in that time we’ve handed out over 1,000 certifications.
- These courses are geared towards Ad Directors, Managers, Corporate Leads and encompass how to understand the opportunity around promotions and create a plan to work against for the year. Types of promotions A process to evaluating opportunities At the end of each you’ll be able to create your own promotions calendar based on your audience, revenue and database goals
- These courses are geared towards front-line sellers and sales managers. Lots of great information in these about prospecting, conducting a thorough needs analysis and how to follow-up after the promotion. A lot of partners have found that kicking these trainings off as group with your entire sales team, then having each person complete them on their to be an effective roll-out approach.
- Finally, this bundle of courses was created for your admin folks or anyone who’s actively in the tool creating promotions. As with all courses in promotions university, these were designed to be focused and quick, so you can get in, get what you need, and get out quickly. You can get certified in just 90 minutes or less!
- How do you put your advantage to work? Set goals Create a team Build a calendar Make them accountable Maximize your advantage
- How do you put your advantage to work? Set goals Create a team Build a calendar Make them accountable Maximize your advantage
- How do you put your advantage to work? Set goals Create a team Build a calendar Make them accountable Maximize your advantage
- How do you put your advantage to work? Set goals Create a team Build a calendar Make them accountable Maximize your advantage
- How do you put your advantage to work? Set goals Create a team Build a calendar Make them accountable Maximize your advantage
- How do you put your advantage to work? Take these case studies and duplicate in your market Take the lead that are doing things that are proven and take advantage of your print publication THINK BIG Set goals Create a team Build a calendar Make them accountable Maximize your advantage