Ideas for Niche Ballots
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New tools allow media companies to run ballot promotions more effectively and efficiently than they have been able to in the past. It is also now easier than ever to run a variety of niche ballots throughout the year, in addition to a large-scale metro ballot once a year. To learn how to make the most of this opportunity to engage your audience with targeted ballots, flip through the slide deck from our Ideas for Niche Ballots webinar, for which we were joined by Tammy Burdick from The Roanoke Times (they’re on track to make more than $76K!).
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Ideas for Niche Ballots
- 1. #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 Ideas for Year Round Ballot Promotions October 2013
- 2. #promotionslab Tammy Burdick Senior Market Analyst The Roanoke Times tammy.burdick@roanoke.com @So_Tammy Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Presenters
- 3. #promotionslab Follow @secondstreetlab on Twitter Want to win an exclusive prize? Be the one who tweets the most with our hashtag #PromotionsLab
- 4. #promotionslab Questions and Recording Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
- 7. #promotionslab Where’s the Dough? Source: Borrell Associates InBillions
- 8. #promotionslab How This Will Work • Visual slide while Chaney talks about how the presentation will work
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- 14. #promotionslab Voter’s Choice Revenue Opportunities $ Upgraded Listings Category Sponsor Online Ads Print Issue Live Event Deal Store
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- 35. #promotionslab The Roanoke Times Roanoke, VA 85,000 circulation 7.8 MM pv/month www.roanoke.com Tammy Burdick Senior Market Analyst The Roanoke Times tammy.burdick@roanoke.com @So_Tammy
- 36. #promotionslab
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- 45. #promotionslab Promotions Build Your List An Engaged Database Drives Promotions Revenue The Impact of Email
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- 56. #promotionslab Takeaways • Aligned with our company goals • Easy to use (for us and our readers) • Email drove highest participation • Great way to drive engagement and revenue with SMBs $73,450 Revenue
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- 59. #promotionslab BALLOTS: MORE THAN JUST ONCE A YEAR
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- 65. #promotionslab Voter’s Choice Revenue Opportunities $ Upgraded Listings Category Sponsor Online Ads Print Issue Live Event Deal Store
- 67. #promotionslab Creating the Right Package
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- 70. #promotionslab KNOW THE IMPACT OF EMAIL
- 71. #promotionslab Promotions Build Your List An Engaged Database Drives Promotions Revenue The Impact of Email
- 72. #promotionslab 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 The Impact of Email
- 74. #promotionslab Email = 66% of Deal Revenue
- 76. #PromotionsLab Voter’s Choice Webinars Strategies for Making Money –secondstreetlab.com Ideas for Year-Round Ballots – secondstreetlab.com Voter’s Choice Overview - Thursday, October 31st, 1pm EST
- 78. #promotionslab
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- 81. #promotionslab Tammy Burdick Senior Market Analyst The Roanoke Times tammy.burdick@roanoke.com @So_Tammy Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Questions
Editor's Notes
- Ballots are another promotional tool to increase your potential social community. Email acquisition via ballots can expand your available list of contacts to invite to join social networks as well. Social is really about creating conversations and relationships with your potential customers, engaging and listening which is what ballots do. Really wanted to share a great strategy as we enter Q4
- My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotionsHow many of you have an email database that your are actively trying to grow? How many of you are currently selling contests?How many of you have a “Best Of” or “Readers Choice” promotion in your market that you sell?A little bit about myself
- Your source for EVERYTHING promotions, deals, email marketing, social media – for media companies. Please visit the Lab, our hub of resources for everything Promotions, designed specifically for media companies – case studies, promotions ideas, best practice tips and tons more.www.secondstreetlab.comTwitter: @secondstreetlabwww.facebook.com/secondstreetmediaWe can answer questions on Twitter if we don’t get to them on the webinar.
- But if you do have questions you want answered while we are on the webinar ask them in the gotomeeting questions box.
- Why does your audience and your advertisers love online promotions so much? Call to ActionIncentiveAdvertisers want to be a part of promotions because they ignite interactions with potential consumers in ways that traditional advertising alone can’t duplicate
- Where the money is going. We all know traditional spend is declining. But did you know that Promotional spend is increasing? Advertisers are looking for campaigns that can excite local audiences. Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!!
- EmilyThey are the #1 way to grow your Likes
- Really get how to make money in print but not necessarily digitally. Typically these promotions can create a lot of difficulty and pain, entering things already on the ballot, manually tabulating votes, how to handle write-ins, etc.People have also struggled to make money DURING the promotion and online. We here at Second Street have an answer to these challenges.Record journal had 10x the amount of online votes as print votesSignal had 2k print votes ad 115k online votes20% spike in online trafficDid not effect single copy sales
- The potential for New revenue from ballots is growingtraditional media combined with online sponsorships, upgraded listings, and live eventshave turned ballot promotions into serious revenue drivers
- EmilyThey are the #1 way to grow your Likes
- FIRST ASK YOURSELF: What are your advertisers trying to do? What are THEIR goals? Sell the Benefits
- WAYS TO MAKE MONEY WITH VOTER’S CHOICE• Upgraded Listings• Ballot Sponsorships• Print Issue or On-Air Special• Live Event• Deals StoreLook to the following pages for a breakdown of each.★ Remember - these models can also be combined to maximize yourrevenue. A single ballot could incorporate upgraded listings, categorysponsorships, preview and winners special sections,
- This is our newest product, Voter’s Choice.Gives you the ability to run ballot-style promotions easily and more efficiently than ever before!Powerful new tool – social and mobile capabilities, enhanced business listings, coupons Transform your programs into a major promotional initiatives and eliminate a lot of headaches in administration.Of course you could use this for your standard Best Of “Metro” or City-wide contestsRevenue opportunity - seed your ballot with 5 options and let those advertisers know-Image, description, social media (Twitter and Google+ were recently integrated)-enhanced listing, click-through to coupon, website link-Can also sell branding and banner ad impressions, can still sell overall sponsor, can sell category and sub-category as well - Category images could contain an advertiser
- EmilyThey are the #1 way to grow your Likes
- Voter’s Choice can be more than something you run just once a year.While a traditional metro Voter’s Choice might be the largest and most wide-reaching ballot that you create, running additional ballots throughout the year will ultimately have a huge impact on your overall revenue, your email database, and your company’s reach.The many types of Voter’s Choice I am going to show you are just a small sample of what’s possible.Instead of limiting yourself to only the categories described we encourage you to think of this only as a starting point for your brainstorming.
- The Illinois State Fair is a huge deal in our market, and we had previously partnered with the fair for several promotions. In 2013, we wanted to take our involvement with the fair to a new level. The IdeaWe decided to create a State Fair Top Ten ballot that would allow our readers to share their favorite things to do at the fair. We promoted to the entire region, and we were blown away with the response.
- The ExecutionPeople could either vote for their existing favorite in each category – we pre-seeded the ballot before it launched – or, if they didn’t see their choice, they could add a write-in vote.Those who registered for the ballot and voted on their top choices were automatically entered in a sweepstakes for several prizes. The grand prize winner received 2 Mega Passes to the Illinois State Fair, as well as 2 tickets for grandstand seats to a performance at the FairMy vote for fav food is the CORN DOG!
- The ResultsWe received more than 1,000 registrations from an area covering several states and as a result of the ballot we were able to secure new partnerships with a local bank and the Springfield Mass Transit District as well as many other small businesses and vendors.Furthermore, we were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide that the State Journal-Register puts together to release before the fair (you can see the cover of the guide on the right). This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on our Facebook Pages.These sweepstakes enabled us to increase the number of Facebook Likes on the State Journal-Register Page from 9,500 to 12,150 – a 34% increase – in 60 days, and to grow the number of Likes on our Greater Springfield DailyDeals Page from 300 to over 3,000 in just 6 weeks!
- This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on our Facebook Pages.These sweepstakes enabled us to increase the number of Facebook Likes on the State Journal-Register Page from 9,500 to 12,150 – a 34% increase – in 60 days, and to grow the number of Likes on our Greater Springfield DailyDeals Page from 300 to over 3,000 in just 6 weeks!
- Why It Worked:The ballot helped build anticipation for the Fair (and the special section we release around the Fair).The valuable prize we offered enticed people to take the time to register for the ballot and make their selections.We allowed both traditional votes and write-ins on the ballot.Our partnership with the Fair resulted in additional tickets that we used to extend the life of the promotion.
- Charlotte Wedding presents the inaugural Best of Wedding (BOW) Awards! The goal is to showcase the best wedding and events businesses in the Charlotte area. BOW Awards Survey in which we invite only professionals in the business to vote on who they think is the best in town
- Category DrivenLike Best of BusinessHelp Us Honor the Most Family-Friendly Businesses in OKC & Be Entered to Win a Weekend Getaway to the Gaylord Texan Resort!MetroFamily’s Family Favorites awards program is back and better than ever! This year, the program offers the opportunity to honor businesses in more than 80 different categories. The purpose of Family Favorites is to allow you to tell fellow parents which businesses do an outstanding job serving local families.Plus, if you complete 35 of the categories included on the ballot, you will automatically be entered to win a holiday family getaway to the Gaylord Texan Resort in Grapevine, Texas! The getaway includes two-night accommodations for up to four people, plus the complete Christmassy Dreamworks Experience—including admission to ICE!, Dreamworks character meet-and-greets and more. The getaway package is good from November 14, 2013 through January 4, 2014 and is valued at $900!
- Another Voters Choice from Springfield Journal Register.
- Advertiser Specific – this one is all about the Taste of Mystic Food Festival!
- Audience Specific!Here are a few audiences you may consider targeting: - around a certain audienceAUDIENCES TO TARGET• Sports Fans• Parents• College Students• Art Aficionados• …and anyone else your company targets!
- EmilyThey are the #1 way to grow your Likes
- complete a few warm-up exercises to start brainstorming theme ideas and potential sponsors. 1. Name 2 or more contests, deals stores, or special sections, issues, or broadcasts that your company produces or sponsors that have the potential to be integrated with Voter’s Choice. These could be adapted to a category-driven ballot.2. Name 2 or more audiences that you would like to target this year. These could be moms, high school or college students, sports fans, or any other group. This list of audiences will turn into the demographic lenses you can apply to any type of ballot.3. Name 2 or more advertiser categories that you would like to do more business with. These could include restaurants, real estate, golf courses, or healthcare. Ask yourself if any of these categories lend themselves to a category-driven Voter’s Choice ballot.4. Name2ormorespecificadvertisersyouwouldliketogainorexpand your relationship with in the next year. Are there any advertisers who you feel you need to bring fresh ideas to in order to keep their business? Consider creating a Voter’s Choice ballot that they could sponsor. You could even create an advertiser- specific Voter’s Choice ballot just for them!5. List out various neighborhoods and institutions in your market.These will help you start planning neighborhood and institutional Voter’s Choice ballots.6. Name 2 or more special events that your company is involved with. These could include concert series, wedding expos, outdoor theater, and more. This list can help create entertainment ballots.
- SAMPLE CALENDAR Once you have completed your warm-up questions, start to fill in a planning calendar with possible themes. As you do, be sure to think about what will help you achieve the objectives you have just identified. Keep in mind the advertisers that you would like to target, the special sections and events you could align with, and the interests of your target audience. Use this sample calendar as a guide.
- EmilyThey are the #1 way to grow your Likes
- The Roanoke TimesThe daily newspaper for 19-counties across Southwest Virginia.One of the best-read newspapers in the U.S.CirculationAverage Daily: 67,300Average Sunday: 85,000 Readership: consistently ranked in the top 10 for metro area penetration by Scarborough ResearchAverage Daily: 177,700Average Sunday: 230,100Online TrafficAverage monthly uniques: 732,500Average monthly pageviews: 7.8 million
- Goals of program: Play to our strength of great local content, with a specific focus on the many great communities in our region and what they have to offer for the holidaysImproved voter experience (Check!)Year over Year Revenue GrowthYear over Year Ad GrowthNew Business RevenueLaunchedSept 3rd2nd year of holiday best ofBest ofs work really well and they needed more of these types of promotions on their calendar19 counties in their footprints – huge market area. lots of boutiques - SMBsNeeded something for holidays to tap into these retailersGift Guide published in early Nov that goes along with itEditorial around Shopping, Entertaining, Events, Parties, Decorating, Recipes Last year used survey monkey - and this year Tammy Burdick set it all up alone - very easy to useWhat’s new this year: Intuitive, easy to use design Mobile friendly Faster vote tabulation and voter tracking Ability to offer enhanced listings to grow Social Media audience and drive website traffic
- Collecting opt-ins for deals program
- Best Of section innav bar. MAKES IT EASY TO FIND
- Utilizing our own internal resources to promote. In Print and on roanoke.com – including their blog – lots of homepage promotion – even have a “best of” link in top nav! Facebook and Twitter , PintrestNewsroom BlogLots of Email A2 mentions by news
- Newsroom has a blog. They promoted it when it launched.
- Print Ads
- Sent original email to their circ list. Not great response. Sent this email to their promotions email list and saw a huge bump! 217 ppl who entered as a result of that email that went out. THAT IS 22% of total entries coming from an email!!!!
- The more promotions you run. The more emails Virtuous circle
- VotesUsersWrite insMerging was easy – write ins weren’t as scary as we thought they would be.
- and there is an online upsell allowing them to feature their business on the online ballot as well. Those who choose the online option also receive a link from the ballot back to their own website.Social Interactive MapLink to their websitePhone number and addressLogo16 sold$1,600 Revenue
- Category Sponsorship – Short amount of time and a valuable audienceSold 6 at $600 each
- What is Facebook PPC? Reseller of these – worked with a broker. 2 sold = $800 revenue
- Started to sell – will know winners on the 14thAll about the holidays. More than just your general holiday gift guide. Lots of editorial. More than shopping. What do ppl want to help them with the holidays. Example of content – a section that is appealing and interesting.
- we ended up doing a whole page just for shops in Lexington, which is a great shopping destination and home to a few colleges. We have more of these pages planned for this year, along with content from news to help those who decided to take a day trip. Let them know about the best places to eat, where there is parking, and any community holiday events they should check out.
- infographic on how to choose a fresh Christmas tree. Holiday Lights infoHow much in 2012 in print? 51,000How much have you sold in 2013? On track to make more this year.
- IN 2012 we didn’t do an official “deals store” we just did some different messaging/branding for the holidays. We made $16,450 revenue from Black Friday – Christmas Eve. which is a fairly typical month for us. Can’t wait to see what we do this year when we go after it with a real Deals Store!Planning Cyber Week store Dec 2-6thGeneral Holiday Deals Store up through ChristmasWill be built off of the Best Of Shopping but not limited to winners – will be the basis of our prospect list.
- Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tentsLots of POP sales this year - “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings
- South Bend Tribune is running a Holiday Shopping Ballot right now (got the idea from Roanoke!) and The Signal in Santa Clarita is planning one now as well as a High School Football Awards Ballot.
- EmilyThey are the #1 way to grow your Likes
- Think about audiences you want to engage – advertising categories you want to grow revenue with or special sections you want to take the next level! Weddings, Holidays, Parents, Sports fans – all great themes for your next Voter’s Choice!
- Audience Specific!Here are a few audiences you may consider targeting: - around a certain audienceAUDIENCES TO TARGET• Sports Fans• Parents• College Students• Art Aficionados• …and anyone else your company targets!
- Creating and integratedPackagePrint, On-air AdsOnline AdsEmail Social elementsMobile/Tablet adsAlign with a deal “store”Remember, USE EVERYTHING
- Create “vote for me!” PoP displays for merchants to help them “promote the vote”!
- Get your advertisers to promote your ballot for you! Create a hashtag and use it in all promotions : #bestofswva #bowawards #bestofndfootball #bestofprepsFacebook, Twitter, Instagram, Pintrest, Vine! Use social media
- The more promotions you run. The more emails Virtuous circle
- Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern”July 1-9 collected submissions517 total submissions355 came the day the email was sent70% of contest entries came from the email
- Sent original email to their circ list. Not great response. Sent this email to their promotions email list and saw a huge bump! 217 ppl who entered as a result of that email that went out. THAT IS 22% of total entries coming from an email!!!!
- We consistently find this stat to be true across the board.2nd street works with 100s of major media companies and seeing this consistently
- EmilyThey are the #1 way to grow your Likes
- Merchant Campaign Kit:Ads CoasterSignsMedia company kit:AdsSales DeckPlaybook
- EmilyThey are the #1 way to grow your Likes