1. Jim Brown from Borrell Associates presented data on advertising and promotions spending for Macon, GA from the Borrell Compass Report. This included shares, shifts in spending categories, and demographic data.
2. Gordon discussed the future of online promotions and how money is shifting to online formats. Delivering measurable results and the 4 pillars of online promotions were highlighted.
3. Various speakers discussed promotional opportunities like cards, ballots, and sweepstakes that can drive revenue. Integrated campaigns using print, digital, and social media were emphasized.
This is a project on Shutterfly's 2012 Media Plan. It includes situation analysis, competitors, market selection, targeting, scheduling, media strategies and a flowchart.
This is a project on Shutterfly's 2012 Media Plan. It includes situation analysis, competitors, market selection, targeting, scheduling, media strategies and a flowchart.
Attendees of the 6th annual Second Street Awards walked away with lots of fresh ideas for generating revenue and building databases, as well as plenty of inspiration for contest, ballots, and ecommerce promotions to run in 2015.
To see which promotions excelled this past year, check out the slides from the Second Street Awards webinar.
The Second Street Promotions Summit was an exciting, sold-out event in our hometown of St. Louis that explored how media companies can drive revenue and results with promotions.
It was a unique gathering with many different media types and market sizes represented – there were newspapers, magazines, television & radio stations, cable companies, industry consultants, and more.
The summit focused on the shift in advertisers’ marketing spend toward promotions. While the change in spending is disruptive for media companies, the group at the Promotions Summit was bent on turning it into an opportunity. Media companies are beginning to generate millions of dollars with promotions, and, more importantly, to drive remarkable results for businesses in their markets.
These deal ideas will bring success to your program.
Leading up to our 30 Deals in 30 Minutes webinar, we analyzed thousands of deals to see what’s selling. Flip through the slide deck above, or watch a recording of the presentation and read our top takeaways:
http://secondstreetlab.com/2012/06/top-10-takeaways-30-deals-in-30-minutes-guns-meat-dirt-other-deals-that-work/
Contest and other online promotions create audience and revenue growth. Newspapers around the country used contests and interactive promotions to generate millions of dollars this year. You’ll learn how papers of all sizes can easily tap into this revenue stream.
Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!
To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.
The college basketball tournament will arrive at in March, and with it bracket fever. Although the tournament lasts only three weeks, it can pack a huge promotional punch and the revenue potential is immense – our partners have generated upwards of $40,000 from college basketball contests!
There are 14.3 million avid college basketball fans in the US – predominantly men between the ages of 18 and 34. Combine that with the fact that 2 out of 5 internet users visit sports websites and that college basketball fans spend an average of 90 minutes per week on basketball sites, and you have an audience ripe for college basketball online promotions.
To learn more about how to succeed with a bracket of your own, watch the How to Sell a College Basketball Contest webinar recording or check out our top takeaways from the presentation:
http://secondstreetlab.com/2013/01/top-takeaways-how-to-sell-a-college-basketball-contest/
Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.
Planning Your Revenue-Generating Promotions Strategy for the YearUpland Second Street
One of the best ways to succeed with online promotions is to form a year-long strategy and build an integrated promotions calendar that incorporates contests, ballots, deals in with your calendar.
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.
To learn how to make the most of this opportunity to generate significant revenue with deal cards, watch a recording of our Strategies for Making Money with Voter’s Choice webinar below, for which we were joined by Shawn Wilcox from UpNorthLive.com (they’re on track to make more than $200K with deal cards this year!).
Attendees of the 6th annual Second Street Awards walked away with lots of fresh ideas for generating revenue and building databases, as well as plenty of inspiration for contest, ballots, and ecommerce promotions to run in 2015.
To see which promotions excelled this past year, check out the slides from the Second Street Awards webinar.
The Second Street Promotions Summit was an exciting, sold-out event in our hometown of St. Louis that explored how media companies can drive revenue and results with promotions.
It was a unique gathering with many different media types and market sizes represented – there were newspapers, magazines, television & radio stations, cable companies, industry consultants, and more.
The summit focused on the shift in advertisers’ marketing spend toward promotions. While the change in spending is disruptive for media companies, the group at the Promotions Summit was bent on turning it into an opportunity. Media companies are beginning to generate millions of dollars with promotions, and, more importantly, to drive remarkable results for businesses in their markets.
These deal ideas will bring success to your program.
Leading up to our 30 Deals in 30 Minutes webinar, we analyzed thousands of deals to see what’s selling. Flip through the slide deck above, or watch a recording of the presentation and read our top takeaways:
http://secondstreetlab.com/2012/06/top-10-takeaways-30-deals-in-30-minutes-guns-meat-dirt-other-deals-that-work/
Contest and other online promotions create audience and revenue growth. Newspapers around the country used contests and interactive promotions to generate millions of dollars this year. You’ll learn how papers of all sizes can easily tap into this revenue stream.
Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions!
To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.
The college basketball tournament will arrive at in March, and with it bracket fever. Although the tournament lasts only three weeks, it can pack a huge promotional punch and the revenue potential is immense – our partners have generated upwards of $40,000 from college basketball contests!
There are 14.3 million avid college basketball fans in the US – predominantly men between the ages of 18 and 34. Combine that with the fact that 2 out of 5 internet users visit sports websites and that college basketball fans spend an average of 90 minutes per week on basketball sites, and you have an audience ripe for college basketball online promotions.
To learn more about how to succeed with a bracket of your own, watch the How to Sell a College Basketball Contest webinar recording or check out our top takeaways from the presentation:
http://secondstreetlab.com/2013/01/top-takeaways-how-to-sell-a-college-basketball-contest/
Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.
Planning Your Revenue-Generating Promotions Strategy for the YearUpland Second Street
One of the best ways to succeed with online promotions is to form a year-long strategy and build an integrated promotions calendar that incorporates contests, ballots, deals in with your calendar.
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.
To learn how to make the most of this opportunity to generate significant revenue with deal cards, watch a recording of our Strategies for Making Money with Voter’s Choice webinar below, for which we were joined by Shawn Wilcox from UpNorthLive.com (they’re on track to make more than $200K with deal cards this year!).
Unlocking the Lead Generation Potential of Search and Social MediaMarketing Mojo
View the full recorded webinar at: http://bit.ly/19YAHG5.
According to Hubspot’s recently released “2013 State of Inbound Marketing report,” SEO and social media rate among the top marketing channels for lead generation, delivering above-average sales conversions at below-average costs per lead. With the constantly changing digital landscape providing more new ways to target potential buyers, marketers may be missing out on golden opportunities to unlock the lead generation potential of search and social media marketing.
Are your search and social media channels optimized for lead generation?
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Best practices and opportunity for advertising bid strategies on Facebook for optimizing restaurant marketing budgets. Presented by Carin Oliver at the Western Foodservice Expo in Los Angeles.
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Second Street hosted our annual Promotions Summit in early June. This two-day event explored the best practices for media professionals to drive revenue, grow email databases, and engage their audience with online promotions.
Avalaunch Media's Marketing Automation Director Casey Petersen tells how MA is the best closer in digital marketing, nurturing customers and keeping them in your sales funnel.
Paid Advertising is a proven tactic for driving traffic to your website & social media channels but can easily turn into a Money Pit. How do you make sure funds are spent in support of winning campaigns and not wasted frivolously?
Joe Skibbie, Director of JRS Mar/Com shares campaign tales of Wastes & Wins when incorporating paid advertising into a Digital Marketing Strategy.
Learn to grow your audience, increase website traffic & promote virtual content.
My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.
Unless you take the time to understand your advertisers' businesses on a deeper level, you won’t be able to give them what they really need – a solution. To learn how to more effectively sell solutions, flip through the deck from our How to Solve Advertiser Challenges with Promotions webinar.
Jim Flint is a well-known and respected visionary in the automotive industry. Fueled by his passion for innovative new media, Jim helps his clients reach their business goals and achieve unprecedented success by executing effective digital marketing strategies.
With a million things on your plate and tons of ideas to consider, we’ve cut through the distractions to highlight four ideas you need to sell right now! In this 30-minute webinar, we’ll walk you through proven ideas, how to sell them, the advertisers to target, and all the resources you need to make it even easier to drive significant revenue.
Maximize Revenue & Renewals from Your Advertiser Lead-Gen CampaignsUpland Second Street
Lead-gen campaigns unlock an unlimited number of advertiser opportunities. Now while more businesses than ever are within your reach, are you reaching out to the top advertisers? See how you can make the right pitch to the right advertisers to maximize your results and drive renewals.
Fine Tune Your Best Of Strategy to Maximize Revenue & EngagementUpland Second Street
Learn the ins-and-outs of optimizing your ballot for success, maximizing your ad sales strategies, and prospecting businesses from nomination to winners phase. Hear top trends among our most successful Best Of campaigns to level up your strategy, get your whole company and community excited, and drive significant revenue.
Coming out of the challenges of last year, 2021 is poised to see the largest increase in advertising budgets ever. And promotions will be leading the charge. Your sales reps need to be talking to advertisers to plan their ad spend right now. Find out what to say – and how to say it – to make sure your media company is fully prepared to grab big dollars during the brewing promotions explosion!
How to Ensure Maximum Success from Recurring Revenue CampaignsUpland Second Street
Securing reliable, steady revenue is more important than ever. From covering the key steps of a perfect pitch to creating a successful long-lasting campaign, we’ll give you all the details to create a recurring revenue campaign optimized to deliver big dollars all year long.
At the 12th Annual Second Street Awards we recognized excellence across more than 4,000 media partners. With 28 categories, we shared the top promotions and email stories of 2020. This year was challenging to say the least, but the successes were bigger than ever!
Whether you’re new to promotions and interactive content, or you’re looking for ways to build on your annual revenue, it’s time to maximize your opportunities this fall.
In this webinar, we break down the opportunities month-by-month and provide you with advertisers to target, case studies for inspiration, and tips and best practices to help you succeed this fall.
Survey from Borrell Associates reveals email is key, digital advertising is in prime spot for growth within SMBs + how you can be prepared to take advantage of this huge opportunity.
While many media companies experience a dip in their revenue during the summer months, it doesn't have to be that way. By filling your summer calendar with a good mix of promotions, you can heat up your summer revenue.
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3. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
The Borrell
Compass Report
4. SPEAKERS
Jim Brown
VP of Sales, Marketing, and Strategic
Development
Borrell Associates
jbrown@borrellassociates.com
@JimBrownMedia
#PromotionsSummit
6. A LITTLE BACKGROUND
• Track advertising and Promotions
• 210 DMA’s – every county in U.S. (Canada
and UK)
• Used by hundreds of Media Companies
• Strategic – track market share!
• Tactical – helps you sell!
7. #PromotionsSummit
BORRELL RESEARCH
• Strategic uses for planners and managers
1. Benchmark share/set goals
2. Identify new products to take to market
3. Identify key market segments for retention, growth and acquisition
4. Target prospects with appropriate products and pricing
5. Leverage appropriate sales channel (inside/outside sales)
• Tactical uses for salespeople
1. Gives prospects a reason to meet
2. Facilitate needs-based selling
3. Get a larger share of ad budget/greater renewals
Borrell is your single source for identifying share across all media and developing a road map for sales
8. COMPASS
• Share
– Win share one category and one customer at
a time.
– Track categories
– Shifts in Media Spending
– Promotions Spending
– Customer’s full marketing plan
#PromotionsSummit
9. Bureau of Labor
& Statistics
# of Employees/Business Category
Total U.S. Spend
by Business Category
COMPASS: A DISRUPTIVE MODEL
Regional Data
Hundreds of Sources:
• Economic
• Media
• Industry
Demographic &
Psychographic
Indicators
Primary Revenue Data
Actual Revenues:
7400+ Local Media
Companies
The IRS
- Advertising Expenditures by Businesses
- Advertising Receipts of Media Companies
We track local advertiser spending, not local media company
revenue
Borrell Proprietary
Statistical Model
Constantly refined since 1990
Used by over 1000 media companies
“It’s the only methodology that could work.”-
Booz Allen
19. 1. Gordon’s talk about the future of online
promotions – that’s where the money is going.
2. The ability to deliver measurable results to
advertisers with online promotions.
3. The 4 pillars of online promotions.
#PromotionsSummit
DAY 1 HIGHLIGHTS
20. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
The Big Future of
Second Street
22. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Sales Strategies
for Success
23. SPEAKERS
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
#PromotionsSummit
Brandy Carter
Director of Integrated Sales
Entercom New Orleans
bccarter@entercom.com
@BrancyCCarter
Kent Oglesby
New Media Development Manager
KY3-TV
koglesby@ky3.com
@KentOgs
24. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Promotional
Opportunities
That Drive
Results
25. #PromotionsSummit
CARDS
Joe Mullen
Director of Digital New Business Development
Milwaukee Journal Sentinel
jdmullen@jrn.com
@jmullen26
Liz Crider
Affiliate Success Manager
Second Street
liz@secondstreet.com
@emcrider
29. MULTI MERCHANT GOLF CARD
6-10 Golf Courses
Some Restrictions are Acceptable
Title Sponsor Option
One Round at Each Course
NO Revenue Split
30. SINGLE MERCHANT SPA CARD
ONE Upscale Spa
4-6 Different Services
Avoid Hair Services
$99 Per Card
CAN Limit Inventory
Revenue Split
31. Incorporate your advertiser’s logo and
name wherever possible
Show the value of everything included
Think outside of the box – showcase your
unique attributes
Use all assets available to you
HOW TO PROMOTE
#PromotionsSummit
44. BEST PRACTICES
• Target the TOP categories
• Make cards a focus
• Promote like crazy
• Dedicate a champion
• Don’t make everything a card
#PromotionsSummit
49. #PromotionsSummit
METRO BALLOTS
Vince Johnson
Publisher
The Forsyth Country News
vjohnson@forsythnews.com
@vincejohnson
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Blair Barna
Advertising Director & Co-Owner
Charleston City Paper
blairbarna@gmail.com
@blairbarna
73. BEST PRACTICES
• Sell an integrated campaign
• Encourage merchants to promote
• Increase your revenue by adding digital
elements to your promotional packages
#PromotionsSummit
76. #PromotionsSummit
NICHE BALLOTS
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Vince Johnson
Publisher
The Forsyth Country News
vjohnson@forsythnews.com
@vincejohnson
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Jamie Kinnaird
Manager of Contests & Promotions
BH Media
jamie.kinnaird@owh.com
@jamkin1120
110. #PromotionsSummit
FACEBOOK ADVERTISER CONTESTS
Emily Thousand
Affiliate Success Manager
Second Street
emily@secondstreet.com
@emilythousand
Katie Wilson
Director of Digital
& Retail Advertising
The Quad-City Times
kwilson@qctimes.com
126. WORK WITH THE ADVERTISER AGAIN
Brad Paisley
Ticket
Giveaway
Megaticket
Giveaway #1
Jana Kramer
GiveawayCar Giveaway
Megaticket
Giveaway #2
#PromotionsSummit
127. BEST PRACTICES
• Target new advertisers and expand
relationships with existing advertisers
• Create an integrated promotional
campaign
#PromotionsSummit
144. #PromotionsSummit
ECOMMERCE PROMOTIONS
Alex Fuentes
VP Interactive & Marketing
Miami Herald Media Company
afuentes@miamiherald.com
@alexfuentes
Matt Chaney
Director of Affiliate Success
Second Street
chaney@secondstreet.com
@mattchaney
151. Standalone:
Group of deals in addition to your regular daily deal
offerings.
Key Benefit:
Supplements your regular deal sales; higher revenue
potential.
Defining Deal Stores
#PromotionsSummit
152. Full Site Focus:
All deals featured on the site revolve around a certain
theme.
Key Benefit:
Focuses all sales & marketing efforts on store theme.
Defining Deal Stores
#PromotionsSummit
153. Identifying Themes for Stores
Life Events
Second Street
Calendar
Market
Opportunities
Holidays
#PromotionsSummit
154. Our Top Store Themes
• Valentine’s Day
• Mother’s Day
• University of Miami (x2: Spring & Fall)
• Summer Fun
• Best of (x2: mid year & end of year)
• Holiday Gift Guide / Cyber Monday
#PromotionsSummit
155. Miami’s Deal Stores
Miami’s failed attempts
– Father’s Day (stand alone)
– Home Improvement (stand
alone)
– New Year New You (full site
focus)
#PromotionsSummit
156. Top Characteristics of Miami’s Deal Stores
12-20 deals per store
Run 2-4 weeks
Strive for good deal mix
with general appeal
Include additional media
exposure
Sell stores throughout
the year
#PromotionsSummit
158. Store Spotlight: Best of
Email:
• Subject: Malanga Café
• Just resigned it. Wants to
run ASAP. See below.
Proudly displaying
his best of plaque.
Opening another
restaurant in
1 month.
#PromotionsSummit
160. 6 Tips for Running Deal Stores
1. Plan ahead, build your calendar
2. Create a marketing plan in addition to
your regular deals offering
3. Use Incentives
4. Use Contests/Sweepstakes
5. Experiment with both stand alone and full
site focus stores
6. Don’t forget Deal Quality
is still King
#PromotionsSummit
164. TAKEAWAYS
• Daily Deals Remain a BIG Opportunity if
You Invest the Resources
• Stores, Cards, Weekly Deals Allow All
Media to Generate Digital Revenue
• Deals are Promotions – They Solve
Advertiser Challenges and Goals
#PromotionsSummit
165. #PromotionsSummit
SPORTS CONTESTS
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Jamie Kinnaird
Manager of Contests & Promotions
BH Media
jamie.kinnaird@owh.com
@jamkin1120
177. BEST PRACTICES
• Secure multiple sponsors
• Leverage your VIP pickers
• Offer both weekly and overall prizes
• Work across departments as a team
• Create an integrated promotional
campaign
#PromotionsSummit
180. #PromotionsSummit
PROMOTIONS + EVENTS
Terri Overby
Marketing Coordinator
WRAZ-TV
toverby@fox50.com
Sandy Hurley
Director of Revenue
Civitas Media
shurley@civitasmedia.com
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Conan Gallaty
Executive VP for Digital
WEHCO Media
cgallaty@wehco.com
@conanza
200. BEST PRACTICES
• Create a promotion to accompany an
existing community event
• Create an event to augment a promotion
your media company runs or create a
promotion to augment an event you run
• Create a promotion that
IS an event
#PromotionsSummit
201.
202. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Roundtables
203. ROUNDTABLES
• Table 1: Cards & Other Ecommerce Promotion Models
• Table 2: Reinventing Ballots
• Table 3: Facebook Agency Model Contests
• Table 4: Engaging Your Sales Force Around Promotions
• Table 5: Monetizing Football
• Table 6: Driving Revenue & Engagement with Promotions + Events
• Table 7: Using Promotions for Lead Generation
for Your Advertisers
#PromotionsSummit
204.
205. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Group Activity
Presentations
206. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Go Big &
Go Home
207. SPEAKERS
Matt Coen
President & Co-Founder
Second Street
matt@secondstreet.com
@mattcoen
Doug Villhard
President & Co-Founder
Second Street
doug@secondstreet.com
#PromotionsSummit
208. FOR MORE GREAT CONTENT, VISIT:
#PromotionsSummit
secondstreetlab.com/summit