The document discusses the importance of using promotions to drive event attendance and strategy. It notes that spending on promotions has increased significantly in recent years. Effective promotions rely on having a robust consumer database to segment and target audiences. Case studies show how various media companies generated substantial revenue and leads through targeted promotional campaigns for their events. Maintaining a large consumer database allows for more customized promotions and valuable profiling of consumers.

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Why Investing in
Promotions is
Critical to Your
Events Strategy
Local Media Association Events Workshop

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Matt Coen
President & Co-Founder
matt@secondstreet.com
@mcoen

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Second Street Platform
PROMOTIONS SUITE DATA SUITE

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Promotions Are Increasing
$ in Billions

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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
INBILLIONS
source: Borrell Associates
Why Online Promotions?

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secondstreetlab.com/lma-events

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Promotions
drive event
attendance

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Promotions are
the trigger to
create an event

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Build
promotions
into event
sponsorships

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Use
Promotions to
Create Events
For Your
Sponsors

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WHY A
ROBUST
CONSUMER
DATABASE IS

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We Events

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Promotions
drive event
attendance

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WCKX-FM
Columbus, OH

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$10,000
exclusively
from
promotion

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State Journal-Register
Springfield, IL

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Daily Advocate
Greenville, OH

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$100,000
in revenue

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Steamboat Pilot & Today
Steamboat Springs, CO

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Arkansas Democrat-Gazette
Little Rock, AR

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po

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Orlando Weekly
Orlando, FL

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Arkansas Democrat-Gazette
Little Rock, AR

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Chattanooga Times-Free Press
Chattanooga, TN

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Growing Target Audiences – Young
Family Events

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Charleston City Paper
Charleston, SC

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Promotions are
the trigger to
create an event

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The Commercial Appeal
Memphis, TN

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489,291
Votes

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Feature Winners

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$86K
digital revenue

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$104K
special section revenue

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$190K
TOTAL revenue

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2015 Even Bigger

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575,000
Votes
(and counting)

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Statesboro Magazine
Statesboro, GA

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And the Winner Is…Reader’s
Choice

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Use
Promotions to
Create Events
For Your
Sponsors

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The Signal
Santa Clarita, CA

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$5,000
in revenue

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1,000
new email
addresses

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WPSD-TV
Paducah, KY

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164
Qualified
Leads

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217
Opt-Ins

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WSB-FM
Atlanta, GA

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The Atlanta Journal-Constitution
Atlanta, GA

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$30,000
in revenue

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Build
Promotions
into Event
Sponsorships

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WHY A
ROBUST
CONSUMER
DATABASE IS

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Bigger Database = Bigger Reach

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Bigger Database =
More Valuable Promotions & Events

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Bigger Database =
More Segmentation Options

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Impact of Email

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RUN PROMOTIONS TO BUILD YOUR
DATABASE

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But these aren’t just email
addresses…

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…They are people.

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Interests
?
Advertisers
?
Purchase
History ?
Name
?
Email
?
Gender
?
Age
?
Address
?
Postal Code
?
Income
Level ?
CONSUMER PROFILES

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Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income
Level ✓
CONSUMER PROFILES
Interests Home (Remodeling)
Advertisers
?
Purchase
History ?
HOME IMPROVEMENT SWEEPSTAKES

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Interests Beauty, Education, Healthcare,
Home (Buying, Remodeling), Kids,
Restaurants (Italian & Mexican),
Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s
Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income
Level ✓
CONSUMER PROFILES
METRO BALLOT

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CONSUMER PROFILES
Interests Beauty, Education, Healthcare,
Home (Buying, Remodeling), Kids,
Restaurants (Italian & Mexican),
Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s
Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History ?
Name
✓
Email
✓
Gender
✓
Age
✓
Address
?
Postal Code
✓
Income
Level ✓
“What Kind of Car Should You Drive?” Quiz

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Interests Beauty, Education, Healthcare,
Home (Buying, Remodeling), Kids,
Restaurants (Italian & Mexican),
Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s
Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History
Beauty, Local Events, Italian
Restaurants
Name
✓
Email
✓
Gender
✓
Age
✓
Address
✓
Postal Code
✓
Income
Level ✓
CONSUMER PROFILES

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Interests Beauty, Education, Healthcare,
Home (Buying, Remodeling), Kids,
Restaurants (Italian & Mexican),
Wine
Advertisers • Aveda Salon & Spa
• Bridge Tap House & Wine Bar
• Cardinal Glennon Children’s
Medical Center
• Concordia Elementary School
• Dick’s Sporting Goods
• Keller Williams Realty
• McMahon Ford
• Mission Taco
• Pastaria
• Planet Fitness
• The Magic House
Purchase
History
Beauty, Local Events, Italian
Restaurants
Name
✓
Email
✓
Gender
✓
Age
✓
Address
✓
Postal Code
✓
Income
Level ✓
CONSUMER PROFILES

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UNDERSTAND YOUR DATABASE

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READY TO
BUY A CAR
UNDERSTAND YOUR DATABASE

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READY TO
BUY A CAR
UNDERSTAND YOUR DATABASE
GETTING
MARRIED

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READY TO
BUY A CAR
UNDERSTAND YOUR DATABASE
GETTING
MARRIED
REHABBING
THEIR HOME

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READY TO
BUY A CAR
UNDERSTAND YOUR DATABASE
GETTING
MARRIED
REHABBING
THEIR HOME
HAVE KIDS

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READY TO
BUY A CAR

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READY TO
BUY A CAR

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READY TO
BUY A CAR

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READY TO
BUY A CAR

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READY TO
BUY A CAR

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Digital: Targeted vs Non-Targeted

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Promotions
drive event
attendance

123. @secondstreetlab
Promotions are
the trigger to
create an event

124. @secondstreetlab
Build
promotions
into event
sponsorships

125. @secondstreetlab
Use
Promotions to
Create Events
For Your
Sponsors

126. @secondstreetlab
WHY A
ROBUST
CONSUMER
DATABASE IS

127. @secondstreetlab
secondstreetlab.com/lma-events

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