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Promotions Summit Top Takeaways Webinar
The document outlines key insights from the Promotions Summit, emphasizing the increasing significance of promotions in media and their role in generating first-party data for targeted advertising. Notable speakers shared strategies for leveraging email databases and engaging audiences through diverse promotion types like quizzes and contests. The overall message encourages media companies to prioritize promotions as a means to drive revenue and build consumer profiles.
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Promotions Summit Top Takeaways Webinar
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- 2. #PromotionsSummit Julie Foley Director ofAffiliate Success julie@secondstreet.com @julie_foley Matt Coen President & Co-Founder matt@secondstreet.com @mcoen Beth Mann President, WKDZ/WHVO Cadiz, KY | DMA 79 @radioedge
- 3. #PromotionsSummit Questions? ask in theGoToWebinar panel
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- 5. #PromotionsSummit Want to winan exclusive prize? #PromotionsSummit
- 6. #PromotionsSummit Summit Overview Top Takeaways GamePlan In the webinar…
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- 12. #PromotionsSummit Promotions move to centerstage for media.
- 13. #PromotionsSummit Promotions Are Increasing $in Billions #PromotionsSummit
- 14. #PromotionsSummit $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 20102011 2012 2013 2014 2015 2016 2017 2018 INBILLIONS source: Borrell Associates Why Online Promotions?
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- 16. #PromotionsSummit “We can askfor big dollars because we can show its value.” -Karie Thornton WPSD-TV
- 17. #PromotionsSummit 164 qualified leadsand 8 consultations booked
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- 27. #PromotionsSummit 32,691 opt-ins forpromotions email list
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- 30. #PromotionsSummit Invest in promotions.Understand their place not only in your promotions revenue forecast, but in all your digital initiatives.
- 31. #PromotionsSummit The rise ofdata is creating a big shift towards targeted advertising.
- 32. #PromotionsSummit The Shift ToTargeted Advertising $ in Billions
- 33. #PromotionsSummit “Everything is becoming targeted.It’s a huge wave and everything flows into it.” -Corey Elliot Borrell Associates
- 34. #PromotionsSummit “Data is becoming criticalfor success with targeted advertising.” -Kent Oglesby KY3-TV
- 35. #PromotionsSummit “I don’t wantbig data, I actually want small data.” -Lutz Finger LinkedIn
- 36. #PromotionsSummit Start building consumerdata profiles for your media company.
- 37. #PromotionsSummit Promotions are yourbest source of first-party data.
- 38. #PromotionsSummit “Gathering first- party datais absolutely priority #1.” -Tim Murphy Entercom Communications “We’ve been talking for years about the rich data that we’re collecting through promotions. The future is now!” -Doug Villhard Second Street
- 39. #PromotionsSummit “Gathering first- party datais absolutely priority #1.” -Tim Murphy Entercom Communications
- 40. #PromotionsSummit “Our biggest pocketof data comes from promotions.” -Kent Oglesby KY3-TV
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- 42. #PromotionsSummit Name ✓ Email ✓ Gender ✓ Age ✓ Address ? Postal Code ✓ Income Level ✓ CONSUMERPROFILES Interests Home (Remodeling) Advertisers ? Purchase History ? HOME IMPROVEMENT SWEEPSTAKES
- 43. #PromotionsSummit 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 ✓ CUSTOMER PROFILES METRO BALLOT
- 44. #PromotionsSummit 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
- 45. #PromotionsSummit 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 ECOMMERCE OFFERS
- 46. #PromotionsSummit 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
- 47. #PromotionsSummit “In terms of promotionsdata, you don’t have to wait until you have a full database – use what you have now.” -Kathy Lehmen McClatchy Interactive
- 48. #PromotionsSummit “I used tothink that having a lot of data would solve a business problem. It didn’t.” -Lutz Finger LinkedIn
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- 50. #PromotionsSummit “The data gameis not over. It has just begun.” -Lutz Finger LinkedIn
- 51. #PromotionsSummit Understand the first-partydata you have from promotions today. Then use promotions to strategically build out your consumer profiles.
- 52. #PromotionsSummit Your email databaseis critical to your digital reach in your community.
- 53. #PromotionsSummit “Email is the#1 driver of digital conversions.” -Emily Thousand Second Street
- 54. #PromotionsSummit 0 50 100 150 200 250 300 350 400 Day 1 Day2 Day 3 Email Sent Day 5 Day 6 Day 7 Submissions by Day 70% of Submissions The Power of Email
- 55. #PromotionsSummit “Email is your breadand butter. It’s something you own. I love those opt-ins.” -Kim Reis Entercom Communications
- 56. #PromotionsSummit 300,000 new emailsubscribers
- 57. #PromotionsSummit “Do you have 80%of your market’s email addresses?” -Matt Coen Second Street
- 58. #PromotionsSummit Set a three-yeargoal to capture 80% of the emails in your market.
- 59. #PromotionsSummit Media is usingmore promotions types than ever.
- 60. #PromotionsSummit “Quizzes allow usto engage with our audience in a unique way.” -Chris Juzwick Madison.com
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- 62. #PromotionsSummit “When people getto vote on what they think is best, they are super engaged.” -Heather Price Journal Media Group
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- 64. #PromotionsSummit “Ecommerce is an ongoingprogram which continues to drive substantial revenue.” -Kathy Lehmen McClatchy Interactive
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- 66. #PromotionsSummit “Sponsored contests are thefoundation of our promotions strategy.” -Joe Barbato Record-Journal
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- 68. #PromotionsSummit “We have positioned ourselvesas digital consultants.” -Danielle Outlaw Neuhoff Communications
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- 70. #PromotionsSummit “Social contests allow us todrive engagement.” -Tim Hall Radio One
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- 72. #PromotionsSummit Run quizzes, ballots,surveys, hashtag photo sweeps, and more to help you reach your goals.
- 73. #PromotionsSummit Set a goalbig enough to matter.
- 74. #PromotionsSummit “It’s got tobe big enough to matter.” -Beth Mann WKDZ-FM & WHVO-FM
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- 76. #PromotionsSummit Think big. Createambitious goals around revenue, reach, and targeted data collection with promotions.
- 77. #PromotionsSummit Promotions success starts withthe right people, planning, and training.
- 78. #PromotionsSummit “You can makethe best effort the sooner you prepare.” -Kim Wildenmann Scripps Company
- 79. #PromotionsSummit “ I LEFTTHEPROMOTIONS SUMMIT KNOWINGWE NEEDED SOMEONETO FOCUS ON PROMOTIONSTO ENSURE WE’RE DRIVING ALLTHE REVENUE POSSIBLE.” SHAWN PALMER, VP & CHIEF REVENUE OFFICER THE RECORD-JOURNAL
- 80. #PromotionsSummit “I am thefirst Promotions Manager at the Record-Journal.” -Joe Barbato Record-Journal
- 81. #PromotionsSummit “Make digital training atop priority.” -Kelly Geary Swift Digital
- 82. #PromotionsSummit “Plan your work. Workyour plan.” -Beth Mann WKDZ-FM & WHVO-FM
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- 86. #PromotionsSummit Leverage Second Street’sresources, including University, Lab, Calendar Template, Promotions Manager Job Description, to get started. secondstreetlab.com/summit
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- 88. #PromotionsSummit Drive significant revenue growth Grow our marketing database Provideout-of-the- box solutions for advertisers Drive Revenue Build Email Database Engage Your Audience Sponsored Contests
- 89. #PromotionsSummit Deliver Advertiser Results Valuable Solutions forLocal Advertisers Drive Significant Revenue Growth Deliver Advertiser Results Valuable solution for local advertisers Drive significant revenue growth Advertiser Contests
- 90. #PromotionsSummit Everything we dois an opportunity to capture emails It is our database – we own it Segmentation allows us to be more targeted Collect Email Addresses Build Consumer Profiles Use a Variety of Promotions Email Reach Database
- 91. #PromotionsSummit Target Specific Categories Collect Valuable Datafor your Advertisers Use a Variety of Promotions Consumer Data Profiles
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Editor's Notes
- #3 How do you like my walk up song?
- #5 Tweeting links to quizzes
- #11 Baseball party tonight!!!!
- #28 Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern” July 1-9 collected submissions 517 total submissions 355 came the day the email was sent 70% of contest entries came from the email
- #31 Move promotions to center stage at your business.
- #48 In terms of promotions data, you don’t have to wait until you have a full database. Use what you have now. –Kathy Lehmen McClatchy
- #52 Experiment with monetizing these profiles.
- #55 Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern” July 1-9 collected submissions 517 total submissions 355 came the day the email was sent 70% of contest entries came from the email
- #57 Entercom also does a national cash contest that brings in hundreds of thousands of entries. Don’t talk about text How it worked How many stations? When do you run – quarterly Run for 4 weeks We used to have a web based contest, but knowing how text contests make it easier for listeners to enter, we turned it into a text contest. This brought a new challenge - we had no way of converting those hundred thousand entries into database members because the 104 stations all share the one common list. So, we decided to send one final text message to all entrants at the end of the contest, thanked them for playing and invited them to join their favorite radio station’s exclusive club. If they clicked on the mobile friendly link in the text, they were sent to a mobile friendly web page with all 21 of our markets. When the user clicked on their market, they found their favorite station and could easily sign up for that station’s email club, text club or both. We have found that these opt-ins are “stickier” - meaning that the user physically took his or her time to sign up. These are “gold” in a database. These are our active fans. When we’ve done large, national web-based national contests in the past, we’ve seen a huge flood of opt-ins. But sadly, we find that they don’t stick and, 6 months after the contest, we find that they have been inactive. So, for us, it’s been a race to gain sticky fans and less about huge databases of disengaged fans. Entercom also has an automated process where we flag a subscriber as “inactive” if they don’t open an email from us in 180 straight days. We don’t delete them. We just don’t send them emails because email sends aren’t free and sending emails to disengaged members isn’t a good business model. That said, several times a year we do reactivation campaigns where we ask those subscribers why they left and give a compelling offer or subject line to entice them to open. If they open that email, they will go back into our active database. As long as they continue opening emails from us, they will stay in that active database.
- #67 Our goal is to drive significant revenue growth with every contest we do.
- #69 Danielle Outlaw Neuhoff communications
- #70 The advertiser had been buying tickets for the best seats in the house at Busch Stadium (home of the Cardinals) for years, and this year he decided to use them as a prize for a Facebook sweepstakes. He wanted to partner with the radio station to execute this contest since they would be able to dramatically increase his reach using our media assets and audience.
- #76 Largest station is in a city of 3500, county of 13k - definitely small market – we have created a new media plan - goal for 2015 is $250k! Quarter of a million dollars IT’S GOT TO BE BIG ENOUGH TO MATTER
- #79 You can make the best effort the sooner you prepare kim wildenmann scripps company
- #80 NEED SCRIPT
- #84 Created Think Tank Tuesday team (FIRST THING WE DID AFTER THE SUMMIT) -this isn’t their only job – cross-departmental Last few months we’ve had records for revenue Larger contesting effort They have a New Media report card that shows EVERYTHING so they don’t give up on it Radio Station Stream Mobile Ads Facebook and Twitter Contesting Email Weather Texting Deals That’s where it starts - what is your goal and how are you going to do that? You have to have a goal first and then have a plan to get there.
- #85 Largest station is in a city of 3500, county of 13k - definitely small market – we have created a new media plan - goal for 2015 is $250k! Quarter of a million dollars IT’S GOT TO BE BIG ENOUGH TO MATTER
- #86 Largest station is in a city of 3500, county of 13k - definitely small market – we have created a new media plan - goal for 2015 is $250k! Quarter of a million dollars IT’S GOT TO BE BIG ENOUGH TO MATTER