How to Drive Revenue & Results with Football Promotions
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Football fans are incredibly passionate about their sport, and this passion holds for not only professional football, but also college and even high school football. People throw parties every week to watch football games. They paint their faces. They spend hours outside in the sweltering heat or frigid cold tailgating before a game. This means that the opportunity – and variety – around football promotions is immense. In fact, we’ve seen our partners drive six-figure revenue from a single pro football contest! Our How to Drive Revenue & Advertiser Results with Football Promotions webinar took an in-depth at how local media companies of all types and sizes are finding success with football promotions - and how you can too.
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How to Drive Revenue & Results with Football Promotions
- 1. 11
- 2. 2 #promotionslab Julie Foley Director of Affiliate Success Second Street @julie_foley PRESENTERS Emily Thousand Affiliate Success Manager Second Street @emilythousand Matt Chaney Director of Affiliate Success Second Street @mattchaney
- 3. 3 #promotionslab Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. QUESTIONS & TWITTER
- 6. 6 #promotionslab WEBINAR AGENDA • Football Promotions Overview • Case Studies • Sales Best Practices • Sample Sales Packages • Sample Marketing Calendar • Takeaways • Q&A
- 17. 17 #promotionslab PRO FOOTBALL GRAND PRIZE
- 18. 18 #promotionslab PRO FOOTBALL WEEKLY PRIZE
- 19. 19 #promotionslab CASE STUDY Sports Panel Football Pro Pick’em The Atlanta Journal-Constitution | Atlanta, Georgia McDonald’s wanted to strengthen their Falcons sponsorship with a message promoting them as the Falcons “quick service” restaurant and coffee sponsor” – John Levinson, Marketing Manager - Events, Sponsorships & Promotions “
- 24. 24 #promotionslab CASE STUDY Ultimate Pigskin Picks KFMB-TV | San Diego, CA The advertiser wanted to be involved with NFL football and this was a great promotion that allowed the implied tie in with the sport and also the games that we show on air. - Mitch Gruber, Director of Interactive Media “
- 26. 26 #promotionslab EMAIL MARKETING • Invite to all past players • Invite to KFMB Members Promotion Database • Weekly reminders / winner announcements
- 27. 27 #promotionslab LIVE ON-AIR PROMOTION Title Sponsor included in all elements
- 30. 30 #promotionslab CASE STUDY Beat the VIPS The Northwest Herald | Crystal Lake, IL The Pro Football contest allowed our clients to strategically be in front of their potential customers in a fun way that allowed them to gain brand awareness for an entire football season.” - Katie Sherman - Director, Sales & Marketing “
- 33. 33 #promotionslab CASE STUDY Pigskin Payout KRXQ-FM | Sacramento, CA ü $50,000 in Revenue ü 604,728 page views ü 5,583 Users
- 34. 34 #promotionslab PROMOTION ON-AIR + SOCIAL MEDIA Adam Corolla’s Pick: New Orleans
- 35. 35 #promotionslab LOCAL PRIZES + VIPS
- 37. 37 #promotionslab CASE STUDY Fan Frenzy KMIT - FM | Mitchell, SD We’ve got the Pro Football game down to a science in our market. We have great reach in our market and this contest is really great for our station and our sponsors!” - Renee Robbins, Program Director “
- 39. 3939 TOP 15 COLLEGE FOOTBALL PICKOFF
- 40. 40 #promotionslab TOP 15 COLLEGE PICKOFF GRAND PRIZE
- 41. 41 #promotionslab TOP 15 COLLEGE PICKOFF WEEKLY PRIZE
- 42. 42 #promotionslab CASE STUDY Gridirion Picks The Ames Tribune | Ames, Iowa The local Toyota dealer has sponsored this contest for six years!” - Lindsay Edgington, Digital Sales Consultant “
- 49. 49 #promotionslab CASE STUDY Sack Schultz The Atlanta Journal-Constitution | Atlanta, Georgia The AJC has been running this contest for four years and it’s a huge audience driver and revenue generator!” “
- 54. 54 #promotionslab COLLEGE BOWL GAME CHALLENGE PRIZE
- 55. 55 #promotionslab • Image of game
- 57. 57 #promotionslab BIG GAME CHALLENGE PRIZE
- 58. 58 #promotionslab • Image of game
- 61. 61 #promotionslab CASE STUDY Fearless Forecasters The Roanoke Times | Roanoke, VA In 2013, the Advertising and News teams watched a How to Sell Football Promotions webinar and were really impressed with the program Marty Carry has put together at his newspapers, so we decided to switch up our own approach to their Fearless Forecasters contest.” – Jamie Kinnaird, Manager of Contests and Promotions, BH Media “
- 68. 68 #promotionslab CASE STUDY Loud & Proud The Central Kitsap Reporter | Silverdale, WA
- 74. 74 #promotionslab CASE STUDY Prep Football Fans’ Choice Awards The Signal | Santa Clarita, CA We were looking for a way to expand our audience reach and gather email addresses from a niche market. The high school market is one that we have begun to infiltrate in recent months through video shows, and we wanted something to promote competition between the schools, as well as to become an authority on high school football.” – Vince Johnson, Chief Multimedia Officer “
- 84. 84 #promotionslab QUALITY CHECKLIST q From evergreen category q Minimal restrictions q Priced appropriately q Popular merchant q In the right season q Deal is unique & fresh
- 85. 85 #promotionslab 2-for-1 Football Tickets at Boise State $26 for $52 Events - Sports $18,032 Idaho Statesman Boise, ID CASE STUDY
- 86. 86 #promotionslab $7,000+ Restaurant Pizza Card: 1 Lrg Pizza at 8 Restaurants $40 for $140 CASE STUDY News Tribune Tacoma, WA
- 88. 8888 HOW TO SELL
- 89. 89 #promotionslab Advertiser Benefits Leads Foot Traffic Social Engagement Database Collect Data
- 91. 91 #promotionslab THE IMPACT OF PRINT
- 92. 92 #promotionslab BEST PRACTICES FOR PRINT • Secure multiple sponsors • Give your sponsors VIP treatment • Integrate print and online promotion • Promote heavily • Keep it fun!
- 93. 93 #promotionslab Newspaper Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Logo inclusion on all promotional elements for the contest Print Campaign including: • Full-page, full-color ad in football special section • 23 premium full-color ads (2”x10”) • Photo & picks of the week printed in a full-color double truck every Friday Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image
- 94. 94 #promotionslab Newspaper Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Logo inclusion on all promotional elements for the contest Print Campaign including: • Full-page, full-color ad in football special section • 23 premium full-color ads (2”x10”) • Photo & picks of the week printed in a full-color double truck every Friday Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image secondstreetlab.com/packages
- 96. 96 BEST PRACTICES FOR TV • On-Air promo spots • Show and mention the URL • Mentions by talent • Talent = VIP pickers • Announce winners on air after each round #promotionslab
- 97. 97 #promotionslab TV Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round TV Campaign including: • Sportscaster to mention contest & sponsor weekly during a football segment • Mention contest & sponsor during Sunday night football recap segment • Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week) • Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week) Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: • Text message to database of 13,000 including a mention and shortlink • 50,000 mobile display ROS impressions Investment:! $15,000!
- 98. 98 #promotionslab TV Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round TV Campaign including: • Sportscaster to mention contest & sponsor weekly during a football segment • Mention contest & sponsor during Sunday night football recap segment • Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week) • Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week) Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: • Text message to database of 13,000 including a mention and shortlink • 50,000 mobile display ROS impressions Investment:! $15,000! secondstreetlab.com/packages
- 99. 99 #promotionslab THE IMPACT OF RADIO
- 100. 100 #promotionslab BEST PRACTICES FOR RADIO • Internet Radio Promos • Live Top-of-the-Hour mentions • On-Site broadcast • Mention the URL • Talent = VIP pickers
- 101. 101 #promotionslab Radio Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Radio Campaign including: • Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p) • Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p) • 20x :30 on-air commercials each week (M-F 6a-7p) Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: • Text alert to database of 13,000 including a mention and shortlink • Name inclusion in text bounceback message during the contest • 50,000 mobile display ROS impressions • Logo inclusion in mobile game header Investment:! $15,000!
- 102. 102 #promotionslab Radio Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Radio Campaign including: • Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p) • Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p) • 20x :30 on-air commercials each week (M-F 6a-7p) Digital Campaign including: • Logo inclusion in contest header graphic • Contest page 728×90 & 300×250 served together (100% share of voice) • Pencil Pushdown (twice during the week before the contest launches) • 200,000 300×250 ROS impressions Email Campaign including coupon or offer: • Daily news & breaking news emails to combined database of 115,000 • Invitation email to promotional database of 80,000 • Thank you email to all registered entrants • 21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: • Mentions on Facebook & Twitter at least once a week • Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: • Text alert to database of 13,000 including a mention and shortlink • Name inclusion in text bounceback message during the contest • 50,000 mobile display ROS impressions • Logo inclusion in mobile game header Investment:! $15,000! secondstreetlab.com/packages
- 105. July 2014 – Pre-Promotion Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q Message: “Coming Soon!” q Media: Leverage core media, digital, social q Schedule: Weekly ads and social media posts Contest Coming Soon
- 106. August 2014: Pre-Promotion Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q Message: “Make Your Picks” q Media: Leverage core media, digital, social q Schedule: Weekly ads and posts Contest is Live
- 107. August 2014: Launch Day Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q Message: “Game Time” q Media: Homepage takeover Core and social media q Schedule: One-day blitz Send Play Now Email Blitz Day!
- 108. September 2014: Launch Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 q Message: “Game Time” q Media: Leverage core media, digital, social, email q Schedule: Heavy push through 1st week of season Send 2nd Play Now Email NFL Kickoff
- 109. Ongoing Marketing Schedule q Message: “Keep Contest Top-of-mind” q Media: Leverage all media q Schedule: Weekly winners announced in ads, posts
- 110. 110 #promotionslab
- 113. 113 Feb. 2015 – Winner Announced Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 Super Bowl! 8 9 10 11 12 13 14 Winner Email Sent q Message: “Winner and Contest Wrap-up” q Media: Leverage core media, digital, social #promotionslab
- 114. 114114 TAKEAWAYS
- 117. 117 #promotionslab RUN A FOOTBALL BALLOT
- 118. 118 #promotionslab RUN AN ECOMMERCE PROMOTION
- 121. 121 #promotionslab KNOW THE IMPACT OF EMAIL 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Submissions by Day Represents 70% of Submissions
- 122. 122122 RESOURCES
- 124. 124 #promotionslab Julie Foley Director of Affiliate Success Second Street @julie_foley QUESTIONS Emily Thousand Affiliate Success Manager Second Street @emilythousand Matt Chaney Director of Affiliate Success Second Street @mattchaney