The promotional campaign for a hearing center gave away a free pair of hearing aids. This generated over 280 marketing leads who provided their contact information and 65 requests for consultations. Tactics included digital ads, social media posts, and a custom sweepstakes page where entrants could complete a survey with contact and qualification questions. The campaign successfully grew the business's email list and scheduled sales consultations as objectives.

1. How to Drive
Measurable Leads
and Grow Your
Database (Fast!)
with Custom Promotions

2. LOCALiQ is
an all-in-one
marketing
platform to
help you find,
convert
and keep
customers.
PROPRIETARY MARKETING TECHNOLOGY
Our platform runs on optimization technology and AI (informed by
data from 1M+ LOCALiQ campaigns!) that you can’t find anywhere
else. That means unmatched ROI for your business.
FREE TOOLS AT YOUR FINGERTIPS
Wondering how your current online footprint stacks up to that of
your competitors’? Want to identify growth areas based on
customer calls? We can help with that – for free.
MORE TIME TO FOCUS ON RUNNING YOUR
BUSINESS
Our experts manage your entire marketing strategy for you, using
vertical expertise to implement innovative campaigns. And don’t
worry – you’ll have insight into all your progress and can manage new
leads 24/7.
How exactly do we help small
businesses grow and thrive?
Meet

3. Follow Us!

4. Susie Marino
• Content Marketing Specialist | LOCALiQ
• Digital Marketing Consultant | WordStream
• Based in Boston
@SusieMarinoPPC /in/susie-marino129/

5. Rebecca Capparelli
in/rebeccacapparelli/
• Vice President of Promotions,
LOCALiQ/Gannett
• 11+ years at Gannett/GateHouse Media
• Partners with Gannett’s Leadership and sales
divisions on their companywide Promotions
and Community Choice Strategy
• Recognized as one of the Top Women in
Media by Folio Magazine, 2020
• Local Media Association’s Digital Innovator
of the Year, 2019

6. Matt Chaney
• Regional Director of Promotions,
LOCALiQ/Gannett
• 20+ years in local media in sales and marketing
roles
• Almost half of that time has been spent
helping companies and advertisers leverage
promotions
• Proud Tennessean who lives in San Diego, CA
with his wife and two daughters
in/mattchaney/

7. LOCALiQ
Promotions is a
full-service
department
supporting you
with planning,
sales strategy,
marketing and
execution of
campaigns.
PROMOTIONS STRATEGY EXPERTISE
The LOCALiQ Promotions team has been been awarded the Best Group
Wide Promotions Strategy for the past six consecutive years from
Second Street; an audience engagement software platform used by over
4,000 media companies.
DELIVERING RESULTS FOR YOUR BUSINESS
Our campaigns focus on customer acquisition by working to understand
your ideal prospects and creating a promotional series around your goals.
Promotions provide you with transparent and actionable first-party data
and leads, and with LOCALiQ Promotions, you have the power of our 4.6+
million company-wide database to leverage for your campaign.
SUPPORT FROM OUR AWARD-WINNING TEAM
Our experts will oversee your campaign from start to finish and assist
you with planning, execution, rules and fulfillment. We are experts at
executing promotions on a local, regional and national scale.
About Promotions

8. • Why Should You Invest in Promotions?
The Value of Marketing & Sales Leads
• How to Get Started with Promotions:
Easy Steps to Run a Successful Campaign
• How Promotions Drive Marketing Leads
• How Promotions Drive Sales Leads
• Proven Campaign Successes:
Case Studies
• Leveraging Promotions for PR
& Market Engagement
Agenda

9. Have You Ever
Entered and Won
a Sweepstakes?
Let Us Know in the Question Box!

10. The Value of
Marketing and
Sales Leads
Why Should You Invest in Promotions?

11. The Value of Marketing and Sales Leads
Leads are the New Currency
% of businesses saying they’ve been doing more/are planning to do more
Source: Borrell’s SMB Business Panel, May 11-27, 2020. © 2020 Borrell Inc. All rights reserved
Focusing on current customer loyalty Focusing on new customer acquisition
49%
41%
32%
47%
During Pandemic
Post-Pandemic

12. $134
$128
$120
$98
$84 $85 $87
$92
$97
$111
$118 $120
$126 $128
$119
$130
$139 $142
$148 $146
$120
$125
$130
$122
$115
$149
$184
$194
$200
$222
$236
$246
$254
$262
$207
$219
$231
$241
$254
$263
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Gap is forecasted to
start widening again
$
Billions
Credit: Borrell Associates
A Movement Towards Increased Promotional
Marketing to Generate Leads

13. What Advertisers Want & Promotions Can Deliver
Promotions Deliver Measurable
Marketing & Sales Leads
• Engage Target Audience
• Collect First-Party Data
• Increase Website Traffic & Video Views
• Increase Social Following
• Increase Email & Mobile Databases
• Generate Sales Leads
• Increase Foot Traffic
33%
of advertisers list
sweepstakes as a top
proven solution to
increase first-party data
Source: LiveIntent / Advertiser Perceptions

14. How to Get Started
with Promotions
Six Steps to Run a Successful Campaign

15. How to Get Started with Promotions
The following tactics will increase the effectiveness of
your campaigns and deliver you with successful results
Define Your Marketing Goals & Objectives
Build a Marketing Plan to Reach Your Target
Audience
Maximizing the Tactic of Promotions for Lead
Generation
Prize Optimization
Contest Rules & Fulfillment
Leveraging Outcomes in Your Overall
Marketing Strategy and Tactics
1
2
3
4
5
6

16. How to Get Started with Promotions
What are your Marketing Goals & Objectives?
• Who do you most want to engage and
attract to your business?
• What time of year do you want a burst of
leads and for what profit centers?
• We can help you identify and target your
ideal prospects and build a promotional
series around your goals.
• Q1 – Memberships
• Q2 – Camps
• Q3 – School Wrap
Around Programs
• Q4 – Holiday Gifts
Membership Sweeps
Camp Sweeps
Back To School Sweeps
Holiday Gift Sweeps
Profit Centers and Seasonality
Ex: Fitness Center
Monthly campaigns can be used
for consistent lead generation:
• Smile of the Month Sweeps
• Furniture store monthly gift card giveaways
1

17. How to Get Started with Promotions
• We will help you to determine a budget and build a marketing plan designed to
reach the ideal consumer to become your lead sources
• The marketing plan will help to effectively deliver your promotional strategy to the
right consumers to reach your campaign goals
• You will have the added reach via our rich promotions database
Build a Marketing Plan to Reach Your Target Audience
2

18. How to Get Started with Promotions
Maximizing the Tactic of Promotions for Lead Generation
NOMINATION
PROGRAMS
QUIZZES
SWEEPSTAKES
PHOTO
CONTESTS
BALLOTS
3

19. Low barrier of consumer entry
GREAT for LEAD GENERATION
How to Get Started with Promotions
High barrier of consumer entry
not good for lead gen
but great for engagement
The sweepstakes tactic has a low barrier of entry and delivers the highest
participation, resulting in maximum engagement and accelerated marketing
and sales leads for your business.
Maximizing the Tactic of Promotions for Lead Generation (Cont.)
3

20. How to Get Started with Promotions
Prize Optimization
Having a great prize is fundamental to the success of your promotion. The prize should always
be relevant to both your business and your target audience. A high-value prize of your
products or services will increase lead relevancy, which improves conversions and sales.
Two general admission tickets
DON’T
VIP PRIZE PACKAGE:
• Front Row Tickets
• Meet & Greet
• Signed Gear
• Hotel & Dinner
DO
The VIP Prize is provided
by you to increase lead
quantity and quality
4

21. Contest Rules & Fulfillment
• All promotional campaigns require a rules document to outline details on eligibility to win,
restrictions, prize details, etc.
• Some specific categories and prize amounts require additional due diligence
• Specific state rules may also apply
• Winners must complete affidavits for publicity and tax paperwork
• If you work with us, our experts will oversee your campaign from start to finish
How to Get Started with Promotions
5

22. How to Get Started with Promotions
Leveraging Outcomes in Your Overall Marketing Strategy and Tactics
Promotions are a great pairing to be integrated into your overall DMS marketing strategies.
• Promotions can level up your current lead generation strategy and are a creative marketing
solution that differentiates you from your competitors
• First-party data and outcomes from promotional campaigns can be utilized to better serve
your current marketing strategies – including SEM, Search, Email, and Social campaigns
6

23. How Promotions
Drive Marketing
Leads

24. How Promotions Drive
Marketing Leads
for Your Business
Collect First-Party Data
Grow Your Email Database
Increase Your Website Traffic
Grow Your Social Following
Incentivize Entrants with
Prompts and Special Offers
1
2
3
4
5

25. How Promotions Drive Marketing Leads
Collect First-Party Data and Consumer Insights
Age Gender
Zip Code
Promotions capture the big three demographics – zip code, age, and gender.
These will give you a better sense of who you’re reaching so you can tailor your
marketing and messaging to the right audience.
Use captured first-party data to fuel and better serve your overall marketing strategies,
such as search and email campaigns.
1

26. What's your favorite
pro football team?
Let Us Know in the Question Box!

27. Who is your favorite
Pro Football Team?
How Promotions Drive Marketing Leads
Collect First-Party Data and Consumer Insights (cont.)
1
Understand the plans and motivation of your consumers. Those who indicate they
are interested in hearing from your company regarding your services or products
are bottom of the funnel opportunities and qualified sales leads.

28. How Promotions Drive
Marketing Leads
56%
Ranked email as the #1
Digital Marketing tactic for
customer retention
42%
Ranked email as the #1
Digital Marketing tactic for
conversions
Source: GigaOm, Emarketer
You now have a
channel to keep in
touch with people
who are interested in
your products or
services.
Grow Your Email Database
2

29. Your Custom Ad Here
Advertiser Logo
Here
Your Custom Ad Here
Advertiser Logo
Here
How Promotions Drive Marketing Leads
BRANDED ENTRY PAGE
Participants will be directed to the landing
page located on our publication sites to
submit their entries. This page will be
customized to contain your branding and
digital ad.
INCREASE WEBSITE TRAFFIC
Your custom ad on the contest page will
contain a direct click through to your
website.
CONTEST PAGE AD UNITS
• Top Leaderboard Ad Unit
• Mobile Responsive Ad Unit
The contest landing page allows you to showcase your product/services and drive
entrants to your website through your custom ad unit.
Increase Your Website Traffic
3

30. How Promotions Drive
Marketing Leads
74%
SMBs using social media
to promote their business
55%
SMBs have a Facebook
page for business use
Facebook Like Button and
Facebook Share incentives
Source: BIA Kelsey
Grow Your Social Following
4

31. 5
How Promotions Drive
Marketing Leads
AUTOMATED
THANK-YOU
EMAILS DRIVE
CONVERSIONS
Effectively drive measurable
results by incentivizing entrants
to gain extra chances to win if
they take action on the custom
prompts set up for your
promotion such as:
• Refer a Friend
• Email Opt-in to your business
• Lead Generation Questions
• Promote your Instagram page
• Watch your Video
• Click a Link to your website
• Download your App
• Like your Facebook page
• Install an Alexa Skill
After the consumer
enters, they will
automatically receive
a ‘Thank You For
Entering’ message
which can include links
to special online offers
or printable coupons
from your business.
MAXIMIZE PARTICIPATION,
MARKETING LEADS, AND ROI
Thank you for entering
the sweepstakes!
Your Custom
Contest Graphic
Here
Incentivize Entrants with Prompts and Special Offers

32. How Promotions
Drive Sales Leads

33. How Promotions Drive
Sales Leads
for Your Business
Leverage Lead Generation
Survey Questions

34. Auto Dealer’s Gas Card Giveaway Generated Over
130 Marketing Leads and 53 Test Drives in First Week
Goals and Objectives
The client was looking for new ways to stand out from competition in the
marketplace, increase loyalty, build their email database, gain marketing
leads and increase auto sales.
The “Gas Card Giveaway” was created with $500 in gas gift cards and a
fully-integrated campaign was developed to reach a vast number of people.
Solutions
345
Participants have Entered
the Sweepstakes
137 Email Marketing Leads
How Promotions Drive Sales Leads
Leverage Lead Generation Questions
Lead Generation Survey Questions to Set the Foundation
for Segmentation and Targeting Look-A-Likes
• Would you like to know more about current Auto incentives?
• Would you like a trade in value on your current vehicle?
• Would you like to schedule a test drive?
93 Requests for Current Auto
Incentives
63 Requests for Current
Vehicle Trade in Value
53 Requests to Schedule a
Test Drive

35. Family Dentistry’s Sweepstakes Generated Over 140
New Patient Consultations and 76 Invisalign Leads
Goals and Objectives
The client is a family dentistry who wanted to obtain new patients, generate
marketing leads, create brand awareness, and build their email database.
The campaign leveraged a premium prize with dental whitening and
Invisalign treatment. A fully integrated campaign was developed, and ran
across multiple platforms to reach the community.
Solutions
10,796 Total Entries
2,933 Participants Entered
the Sweepstakes
How Promotions Drive Sales Leads
Leverage Lead Generation Questions (cont.)
Lead Generation Survey Questions to Set the Foundation
for Segmentation and Targeting Look-A-Likes
• Have you had a dental cleaning in the last six months?
• Are you interested in scheduling a general cleaning appointment?
• Would you like to be contacted via text by a representative regarding
orthodontics or Invisalign treatment plans?
1,189 Email Marketing Leads
143 New Patient
Consultations
76 Requests for Invisalign
Consultation

36. Case Studies
Proven Campaign Successes:

37. Furniture Store’s $50,000 Giveaway Targeted
New Movers and Generated Over 18,700 Marketing Leads
The client wanted to grow their qualified lead database to increase in-store
and online furniture sales. They also wanted to differentiate and elevate
their brand with a creative strategy focused on targeting a higher income
audience likely to spend more on furniture.
GET Creative, LOCALiQ's in-house agency developed an omni-channel
promotional strategy rooted in data. The GET Creative Strategy Team
analyzed Proprietary Furniture Research to understand what motivates
consumers to purchase furniture. These motivations fueled the creative
strategy that was designed to humanize the client's brand while
simultaneously driving entries of a qualified furniture audience.
• GET Creative Agency Services (strategy, creative development)
• Custom promotion
• High Impact Ads
• Email
• Targeted Display
• Social
• 424,119 Total Entries
• 32,845 Unique Entries
• 18,772 Email Marketing Leads
112
LEADS IN FIRST MONTH OF SEARCH
ENGINE MARKETING CAMPAIGN
801
LEADS FROM SEO IN ONE YEAR
11%
WEBSITE LEAD CONVERSION RATE
Solution
Results
Tactics
424,119
Total Entries
18,772
Marketing Leads
32,845
Unique Entries
Objective

38. HVAC Service Company’s Air Conditioning Sweepstakes
Generated Over 160 Marketing Leads and $70,000 in Sales
The client was looking to generate targeted leads within their region in
order to grow their business. They were looking to schedule consultations,
increase email database, and generate sales.
The “Air Conditioning” Sweepstakes was created encouraging members of
the community to enter for a chance to win a professionally installed
central air system. A fully-integrated campaign was developed, and ran
across multiple platforms, to reach a vast amount of people across the
targeted area.
• Digital Display and Rich Media Ads
• Targeted Display Ads • Print Display Ads
• Organic Social Media Posts • Bounce Back Coupon
• Branded Custom Sweepstakes Page
• Customer Survey Questions on Registration
• 492 Total Entries
• 350 Unique Entries
• 168 Email Marketing Leads
• $70,000 Generated in Sales
112
LEADS IN FIRST MONTH OF SEARCH
ENGINE MARKETING CAMPAIGN
801
LEADS FROM SEO IN ONE YEAR
11%
WEBSITE LEAD CONVERSION RATE
Solution
Results
Tactics
492
Total Entries
$70,000
Generated in Sales
168
Marketing Leads
Objective

39. Hearing Center’s Hearing Aid Giveaway Generated
Over 280 Marketing Leads and 65 Consultations
The client was looking for new ways to market their business, stand out
from their competition and generate leads, grow social following and
engage new customers. They were interested in growing an email database
and generating marketing and sales leads for hearing consultations.
After an assessment of options were made available, the client decided a
custom lead generation sweepstakes would accomplish all of their goals.
• Digital Display Ads • Rich Media
• Print Display Ads • Home Page Promotion
• Direct/Custom Emails
• Branded Online Sweepstakes Page
• Organic Social Media Posts
• 1,214 Total Entries
• 538 Unique Emails
• 289 Email Marketing Leads
• 65 Hearing Consultations
• 96 Facebook Likes
112
LEADS IN FIRST MONTH OF SEARCH
ENGINE MARKETING CAMPAIGN
801
LEADS FROM SEO IN ONE YEAR
11%
WEBSITE LEAD CONVERSION RATE
Solution
Results
Tactics
538
Unique Entries
65
Hearing Consultations
289
Marketing Leads
Objective

40. Fitness Center’s Smart Solution + Promotion Generated
Over 1,200 New Members and $830K+ in Annual Revenue
The client was looking for a solution to grow their membership units and
reach individuals in the surrounding communities to engage with their
brand locally, increase membership units, and grow their database of
potential members.
The client launched a Smart Solution + Promotion enrollment campaign
with targeted email, direct mail, and digital display ads. The campaign
featured a $5k Membership Giveaway valid at any of their four locations in
the surrounding area.
• Smart Solution Direct Mail Component
• Custom promotion
• High Impact Ads
• Email • Social
• Targeted Display
• 1,267 Total New Members, at an average value of $55 per member
• 719 New Members from the Direct Mail component of the Smart Solution
• 548 New members from the Promotion
• $836,220 annual revenue ($69,685 monthly revenue) against a total
spend of $70K
112
LEADS IN FIRST MONTH OF SEARCH
ENGINE MARKETING CAMPAIGN
801
LEADS FROM SEO IN ONE YEAR
11%
WEBSITE LEAD CONVERSION RATE
Solution
Results
Tactics
719
New Members from Direct Mail
$836,220
Annual Revenue
548
New Members from Promotion
Objective

41. Leveraging
Promotions for
PR & Market
Engagement

42. Leveraging Promotions for PR
& Market Engagement
Including a VIP/Creative Prize
featuring your Products or
Services
Publicizing the Winner’s Story
on Your Social and Website
1
2

43. Leveraging Promotions for PR & Market Engagement
Share your promotional campaign on your
social channels and let your followers know
about your giveaway!
Your campaign has the potential to engage
a large amount of new consumers.
Giving away your product in a fun ‘VIP’
way will drive maximum engagement and
serve as great content to promote on
your social media channels and website.
Including a VIP/Creative Prize featuring your Products or Services
1

44. Leveraging Promotions for PR & Market Engagement
Publicizing the Winner’s Story on Your Social and Website
2
Announce your contest winner on your social media channels and website to keep your
audience engaged and share the winner selection. People love a feel good story and these
create great content for your business’s social and website. Thank those who participated in
your giveaway and take the opportunity to invite them to check out your products or services.

45. Final Thoughts

46. Key Takeaways
Leverage promotions for
lead generation and
building email, social and
mobile audiences.
Utilize captured
first-party data to
increase results in all of
your marketing efforts.
Leverage promotions
for public relations and
high-octane market
engagement.
Level Up Your
Lead Generation
Tactics
Fuel Your Overall
DMS Marketing
Strategies
Boost Your Market
Engagement and
Public Relations

47. THANK YOU