How to Drive Revenue & Audience with Mother's Day Promotions
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How to Drive Revenue & Audience with Mother's Day Promotions
- 2. #promotionslab Presenters Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney
- 3. #promotionslab Questions & Twitter 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, slide deck, resource center and relevant articles in the promotions lab.
- 6. #promotionslab Agenda • How to Sell Contests • How to Sell Deals • How to Promote • Resources • Q&A
- 7. #promotionslab Mother’s Day – By the Numbers $20.7 billion in consumer spending $152 average spending per person 60 days away (40 selling days) Source:RadioAdvertisingBureau 85 MM mothers in the U.S. May 11, 2014
- 8. #promotionslab Growth in Online Purchases for Mother’s Day Source: National Retail Federation, BIGinsight Monthly Consumer Survey, Apr-13 2007 2008 2009 2010 2011 2012 2013 Mother's Day Spending - Online
- 9. #promotionslab Mother’s Day: Spending Plans 17% 21% 14% Adults 18+ Men Women % Planning to Spend MORE than last year Source: National Retail Federation, BIGinsight Monthly Consumer Survey, Apr-12
- 11. #promotionslab How do you benefit as a media company from contests?
- 12. #promotionslab Benefits to Media Company • Grow Audience, Page Views & Brand Awareness • Grow Sponsorship & Ad Revenues • Grow User Database for Email Marketing • Monetize your database • Grow Social & Mobile audience
- 13. #promotionslab How do you position contests to solve an advertiser’s challenge?
- 14. #promotionslab Benefits to Advertiser • Generate Leads • Drive Foot Traffic • Grow Social Fans + Engagement • Grow Their Database • Collect Market Data
- 16. #promotionslab Mother’s Day Contest Templates
- 20. #promotionslab
- 21. #promotionslab
- 22. #promotionslab Sample Radio sales package Mother’s Day Photo Contest Cost Presenting Sponsor • Exclusive Naming Rights “Your Business” Mother’s Day Photo Contest • (2) 728x90 clickable banners on each page of the Mother’s Day Photo Contest(linked to your website) • 9 Facebook posts (minimum) linking fans (7,850) to contest with sponsors’ logos on graphic 1 Mon/Weds/Fri Each Week during Submission and Voting Periods • 112 recorded promotional announcements with your business listed as a sponsor • (4 per day M-Sunday) • 50 :60 Commercials per month (Mon-Sun 12a-12a) $6,500 Prize Sponsor (4 total) • 1 300x250 clickable banners on each page of the Mother’s Day Photo Contest(linked to your website) • 9 Facebook posts (minimum) linking fans (7,850) to contest with sponsors’ logos on graphic 1 Mon/Weds/Fri Each Week during Submission and Voting Periods • 112 recorded promotional announcements with your business listed as a sponsor • (4 per day M-Sunday) Prize Total Revenue $6,500
- 24. #promotionslab $6,500 in revenue Gun range received 12 new registrations Title sponsor grew FB likes by 20% Results
- 26. #promotionslab
- 27. #promotionslab
- 28. #promotionslab Sample TV sales package Mom and Me Photo Contest Cost Presenting Sponsor • Exclusive Naming Rights “Your Business” Mother’s Day Photo Contest • Email Blast to our promotional database with your logo • 728x90 on contest page • Banner ads on KY3.com • Mobile ads • Social media posts • :15 second promo spots with your name mentioned • Opt-in for advertiser on registration page $1,500 Supporting Sponsor (2 total) • Email Blast to our database with your logo • Banner ads on KY3.com • 300x250 ad on contest page $500 Total Revenue $2,500
- 30. #promotionslab $2,500 in digital revenue Added engagement to special section Title sponsor had 51 % opt-in rate Results
- 32. #promotionslab
- 33. #promotionslab
- 34. #promotionslab Sample TV sales package Mother’s Day Sweepstakes Cost • Email Blast to our promotional database with your logo • Web ad on contest page • Audio/Video tag on Promo spot • Feature during Morning News • Leading up to Mother's Day you will be featured on the Morning News to both promote the contest and participate in segments about finding the perfect Mother's Day gift $1,000 Total Revenue $15,000
- 35. #promotionslab Promotion :30 promo spot Homepage promo ad
- 36. #promotionslab $15,000 in digital revenue So popular they added a Father’s Day contest Advertisers lining up to repeat this contest Results
- 37. #promotionslab Email to your promotional database Email Opt-in for sponsor Mobile Ads Social mentions Like Button on Entry Form Bounce-back offers Survey Questions Facebook: Contest on sponsors page Facebook: Like-Gate Prize sponsorship Include in sales package
- 44. #promotionslab Three Approaches to Deals
- 45. #promotionslab Cards Three Approaches to Deals
- 46. #promotionslab How does it work? • Multiple Offer Punch Card • Single Merchant • Multi-Merchant Cards
- 47. #promotionslab Who should run it? • Daily Deal Sites • Weekly Deal Sites • Any Site Wanting to Increase Digital Revenue Cards
- 48. #promotionslab When to run it? • Single Merchant: Spa Card • Mid-April to Mid- May Cards
- 49. #promotionslab Key site benefits • Campaign-based • High price point • New digital revenue Cards
- 50. #promotionslab Key merchant benefits • Extended shelf life • For Spa, loyalty play • Upsell • Promotional package Cards
- 51. #promotionslab Centre Daily Times - Spa Card
- 52. #promotionslab Centre Daily Times - Spa Card Results • Over $12K gross • Sold Out…TWICE • Popular Spa • Huge Promotion
- 54. #promotionslab Cards Stores Three Approaches to Deals
- 55. #promotionslab How does it work? • Addition deals on top of regular schedule • Launch in big push • Deal quality is key Stores
- 56. #promotionslab Who should run it? • High volume sites • Mature programs Stores
- 57. #promotionslab When to run it? • Up to two weeks prior to holiday • Focus on weekdays Stores
- 58. #promotionslab Key site benefits • New message to consumers • Aligns with existing initiatives • Involve more merchants Stores
- 59. #promotionslab Key merchant benefits • Promotional package • Timely & Seasonal • Low-cost marketing plan Stores
- 60. #promotionslab Store Case Study: Tri-City Herald, Background Store Details • Deals: 7 • Advertisers: 6 • Ran 8 Days Store Email
- 61. #promotionslab Store Case Study: Tri-City Herald, Results Services 14% Retail 29% Beauty 29% Recreation 14% Restaurant 14% Deal Mix$19.48 vs. $44.29 Average Store Price - 2x Per Deal Revenue Up by 56% Total Gross: Over $13K
- 62. #promotionslab Quad-City Times’ Top Stores
- 63. #promotionslab Valentine’s Day: $22K Mother’s Day: $30K Father’s Day: $45K Shop Local: $35K BIG Deal: $101K Cyber Week: $117K Stocking Stuffers: $48K What Deal Stores Mean Quad-City Times
- 64. #promotionslab Valentine’s Day: $22K Mother’s Day: $30K Father’s Day: $45K Shop Local: $35K BIG Deal: $101K Cyber Week: $117K Stocking Stuffers: $48K $398,000! What Deal Stores Mean Quad-City Times
- 66. #promotionslab How does it work? • 5 deals for the week • New deal each day • Set goal for specific categories Theme Week
- 67. #promotionslab Who should run it? • Sites running 1-3 deals per week • Sites looking to have ecommerce strategy Theme Week
- 68. #promotionslab When to run it? • May 5 – May 11 • Each deal 3 days Theme Week
- 69. #promotionslab Key site benefits • Specific goals & timeline • Builds on existing schedule • Create scarcity Theme Week
- 70. #promotionslab Key merchant benefits • Promotional package • Exclusivity • All of the same great reasons as a store Theme Week
- 71. #promotionslab Deals: Key Takeaways • A strong promotional campaign is your key selling point • Set yourself up for success – plan ahead • Deal quality remains crucial • Focus on evergreen categories • Use the approach that works best for your site Matt Chaney, Affiliate Success
- 73. #promotionslab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Contest Submissions by Day Represents 70% of Submissions The Impact of Email
- 77. #promotionslab
- 78. #promotionslab Social Engaging posts! Pictures, Video, links to contest
- 81. #promotionslab Tools for Your Success
- 82. #promotionslab
- 85. #promotionslab Mother’s Day Contest Templates
- 89. #promotionslab New Deals ROI Calculator
- 90. #promotionslab Q&A Julie Foley Director of Affiliate Contest Success @julie_foley Matt Chaney Director of Affiliate Deals Success @mattchaney
Notas del editor
- Julie
- You can tweet tooWe will be tweeting relevant stories using that hashtagFollow us to take informed and get bonus materials
- We work with thousands of media companies to help themBuild, engage and monetize their audiences with our suite of products
- ChaneyTons of information, case study, industry insights and articles not only us but from your peers – leaders in the industry of promotions, deals, and contests
- Julie
- #14 most popular contest typeConsumer spending for Mother’s Day was expected to reach $18.6 billion in 2012, with the average person spending around $152 on gifts for their mothers, wives, grandmothers, sisters, and friends. Men spend even more, with an average $190. Popular gift choices included flowers (66.4%), clothing (32.8%), electronics (12.7%), gift cards, and massages or spa services. Over half of those who celebrated the holiday (54.3%) treated a mother to a nice dinner or brunch out. The best part? In 2012 a full quarter (25.6%) of shoppers bought their gifts online.
- here are an estimated 85.4 million mothers in the United States, and the chance to target this diverse population appeals to and makes sense for a wide variety of advertisers.The obvious Mother’s Day gifts are flowers, cosmetics, and jewelry those three categories alone offer a lot of potential.However, since more than half (54%) of American women between the ages of 15 and 44 are mothers, don’t be afraid to think a little further outside the box and target other categories as well. The list below is here to get you started, but many other advertisers who don’t appear on this list could also be great choices to sponsor a Mother’s Day photo contest or feature a deal in a Mother’s Day deals store.Advertisers to consider for Mother’s Day promotions:For example when I sold mother’s day my target sponsor list included: Day SpaWomen’s retailPaint you own pottery studioLocal vineyardRestaurantsFloristLocally owned jewelerLive theaterArt galleryAntique storeBotanical garden (where I got married)The lab has a longer list!
- Two contest templates that can be locally branded and run on your site The only submissions that show up are ones from your marketPlay AnywhereContest is accessible on your website, Facebook, mobile and tabletWe are offering the contest template to all UPICKEM partnersIf its important for you to have a contest that stands out or is truly unique you may consider developing:TemplateTurn-keyAd templatesResource CenterContest creation done for you
- CustomUniqueStands out in your marketAdditional “Mother’s Day” contest ideasMom Makeover (Sweepstakes)Mother-Daughter Look-alikeWhy My Mom’s the Best (Essay or Video)Mommy’s Day Out (Sweepstakes)Rock Star Mom from Rock Radio StationMommy Makeover from ABC 15Mother’s Day Gift from ARK Dem GazAmazing Mom Essay contest prize: new mattress! I can appreciate that as sleep is a luxury with a 9 mo old whose teething!
- DMA 81Mother’s Day Photo Contest
- WCIL – Radio Station in Southern IL. DMA 81. The goals we had established for this promotion were:1.) Increase user and fan interaction2.) Promote brand awareness for our sponsors3.) Create emotional and engaging content - Stories shared by contest entrants4.) Showcase products and brands for potential Mother's Day shoppers.5.) Grow user database for station promotions and events
- Our Mother's Day Photo Contest had 5 sponsors. = $6,500Title Sponsorship - TJ's Fine JewelryPrize Sponsors -Apple Tree Gift ShopPagliai's PizzaJackson Pools and SpasTombstone Gun Range & Training Center
- Advertising package that our title sponsor received included:- Exclusive Naming Rights “Your Business” Mother’s Day Photo Contest- 2 728x90 clickable banners on each page of the Mother’s Day Photo Contest(linked to your website)- 9 Facebook posts (minimum) linking fans (7,850) to contest with sponsors’ logos on graphic 1 Mon/Weds/Fri Each Week during Submission and Voting Periods- 112 recorded promotional announcements with your business listed as a sponsor(4 per day M-Sunday)- 50 :60 Commercials per month (Mon-Sun 12a-12a)Prize Sponsors received the following:- 1 300x250 clickable banners on each page of the Mother’s Day Photo Contest(linked to your website)- 9 Facebook posts (minimum) linking fans (7,850) to contest with sponsors’ logos on graphic 1 Mon/Weds/Fri Each Week during Submission and Voting Periods- 112 recorded promotional announcements with your business listed as a sponsor(4 per day M-Sunday)iple sponsors
- How they promoted:We used standard procedure to promote our station contest, including a recorded :60 promo inviting our listeners to participate in the Mother's Day photo contest for their chance to win the $650 prize pack, as well as posts via Facebook and Twitter to encourage "Fans" to visit our website and enter to win. We didn't do any promotion via print or TV, sorry I don't have more to offer in that realm.This graphic was used on our station feature "flipper" to entice entries to the contest.
- Results: $6,50058 Photo and Story Submissions120 New Registered Users3,904 Votes for the best story.Title Sponsor TJ's Fine Jewelry grew their Facebook likes by 20% during this promotion. They also claim to have seen a residual increase from this promotion, moving forward.Tombstone Gun Range and Training Center received 12 new class registrations for their "Girls with Guns" training program. This class is an introductory program for women who are new to firearm handling, cleaning, and shooting. Their goal for this program was to increase awareness of their existence and gain new registrations..
- DMA 75Mom and me photo contest
- The goals we had established for this promotion were:This contest was a component of our Mother's Day Special Section, and we used it as one of the promotable pieces of the promotion. We saw it as a way to generate viewer engagement, and generate additional revenue for Mother's Day
- 3 sponsors. Linda's Flowers was the main sponsor, and Florentina's Restaurant and Serenity Day Spa were secondary sponsors.
- Main sponsor received online: E-mail blasts, website banners, mobile banners, social media posts. We also ran a TV promo for the contest, and main sponsor received a mention on the promo.
- Email!! #1 driver of digital conversions!
- Results:
- DMA 146Maid for Mom Sweepstakes
- The goals we had established for this promotion were:We wanted to do a Mother's Day promotion that cut through the clutter and offered a great and unique prize. There are always giveaways for flowers or a day of beauty, etc. We thought the maid service for a year angle was a unique twist, and our participants seem to agree.
- 4 sponsors.Don’t have exact numbers from last year, but since its launch this has been one of our best received promotions..
- We're actually selling the 2014 version now. So far we have 14 sponsors lined up. The majority of them are businesses that skew towards a female consumer.We truly sold the promotion. This was not a spot schedule sell that came with inclusion in the contest. Sponsors receive audio/video tags on the contest promotional spot (depending on package level) and all receive recognition on the web component. In addition, some are featured during our Morning News leading up to Mother's Day to promote the contest and participate in segments about finding the perfect Mother's Day gift.So far for 2014 this initiative has generated approximately $15,000
- Results: Advertisers have been very happy with the recognition they receive and the attention this initiative garners in the market.n addition to Maid For Mom, we use the same concept for a Father's Day promotion we call, "Dad's Big Break." The grand prize for that promotion is lawn service and snow removal for a year. Again, that hook seems to really resonate with our viewers.
- In addition to core product and online ads
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- Online spending up – at an all time high for Mother’s DayLots of gifting opportunitiesA way for your site – whether you have deals today or not – to diversify your digital revenueIt is also a product that you can use for new business development – target those advertisers you’re not getting today
- multi offer ‘punchcards’ for multiple merchantsgreat high price point allows you to group similar businesses together to give customers a great value $99-$150 on average per card, straight tradeencourage repeat business and also gives customers opportunity to try new businessesMulti Merchant cards are great for golf or ski dealsSingle Merchant cards are ideal for spas – include several treatments for one great, upscale spa – this will encourage repeat business and grow loyalty
- Something any site can runCan work for any site – whether you have a daily program or are just getting startedDeals Program - New and unique offering
- When to run it?Run it 3-4 weeks ahead of holiday, so shoot for mid-April to have this sold and prepped to launchOr until it sells out; if you’re setting it up properly, you’ve gotten a certain commitment from the advertiser (say 200 cards at $100 each) ----- Meeting Notes (3/11/14 06:20) -----Since many Moms out there are also golfers, here's a chance to launch a golf card at the same time, which happens to be kick-off of the golfing seasonGolf cards can run much longer - through the summer - which means you'll already have a built in promotion ready for when Father's Day comes around
- Key site benefits.Specific timeframe – with a clear stop/start datebig revenue a few times a year - who doesn’t need thatSold at higher pricepoint than regular deals resulting in a higher roiPrice point: $149 - $199They can complement your existing program or give you a new revenue streamRight categories for deals and especially so with cardsMultiple offers on category-specific card
- Key merchant benefits.Extended shelf life; a golf card may run for months – sustained exposure; steady results Get to be a part of a large promotional campaign.Create buzz with a seasonal promotionLoyalty – a single merchant gets repeat visitsUpsell – tell merchants to offer basic services to leave room for upselling to premium servicesAll of the same great reason that make a deal a good choice – new customers, increased foot traffic, social sharing (bringing in others who didn’t buy the deal)
- Small college town in central PA27K circulationNewspaper running their first deal card$99 for $245one Ultimate Signature Manicure, one Ultimate Signature pedicure, and one Hot Stone Massage, in addition to 10% off hair servicesRan in December as a complement to the paper’s Cyber Week deal storeSpa cards should include 5-6 treatments from a single spa, like the ones shown above and listed below: Manicure Pedicure Facial Massage Signature Treatment or Discounted Product The goal is to have these treatments add up to a $300 value, so you can then turn around and sell the card for $150
- Be sure to check out the case study at secondstreetlab.comFirst batch of cards (100) sold out in four daysOwner was pleased with the results; offered up another 25 cards, which sold out in only a few more daysOwner got trade credit in exchange for deal and was able to use that towards future advertising
- 109 DMA, Ft. Wayne, IndianaFirst card – deals program running since 2011$75 for $230First 1,000 cards sold out within a month; they are now on their second round due to demand from the courses and consumersWhy it workedDid not include cart fees – something the courses really likedHuge promotional pushTon of on-air spotsMultiple emailsSocial Online ads and dedicated navigation with direct link to cardTo raise even more awareness and generate excitement around the card, the station gave away 10 cards in a Facebook sweepstakes promoted by their weatherman, who is an avid golfer and very popular with the station’s audience.
- How does it work?Layer on top of regular deals program - Aim for 10-20 dealsMake sure you have great diversity of a price an category – especially the big four: travel, events, restaurants and recreationLaunch all at one time with a big push at the beginningCreate a shared promotional campaign that highlights all dealsSend 1-2 dedicated Store emails features all of the deals in your store
- Who should run it?Sites that run a daily deal program with a sustain volume of deals (5 or more per week)----- Meeting Notes (3/11/14 06:20) -----SItes with the resources to go out and sell another 10-20 deals
- When to run it?Up to two weeks prior to the holiday – depending on volumeBiggest promotional push should be week leading up to the holidayIdeal dates: 5/5 – 5/11
- Key site benefits.Strategic uptick in deal volume for a short amount of time Gives you an opportunity to do a special promotional push to consumersAlign with existing, core media promotions/initiatives – ability to add digital revenue to themWork with high-quality merchants that may have limited inventory and thus wouldn’t qualify for a featured deal
- Key merchant benefits.Get to be a part of a large promotional campaign.Create buzz with a seasonal promotionAll of the same great reason that make a deal a good choice – new customers, increased foot traffic, social sharing (bringing in others who didn’t buy the deal)
- 44K Sunday CircServingKennewich, WA and the surrounding areas
- Subject: 50% off Mother’s Day Gift Specials from 6 Local BusinessesGreat mix of deals – most every category representedTop deals – nursery and restaurant$1,064 vs. $1,916
- Davenport, IADMA: 99Sunday Circulation: 50K Deals Database: 50K+Contest Database: 80K+Specific onesheet and promotional package for eachstore Value of every item included including total valueGreat place to stress the reach of your entire audience based on the mix of this packageKey deadlines, dates, basic specsMinimum requirements (ex. must be 50% off or more)Keeps it simple and straightforward
- KatieWhy they workReps like them because of extra revenue potential – more merchants accepted, more deal volume overall (“halo” affect)Being a little more flexible with restrictions on the deal; opens it up to more companiesTies in with seasonal promotions that the merchants are already thinking aboutWhat we’ve learnedNot everything makes a great store themeFocus on those that work and work them into your regular plan
- KatieWhy they workTies in with seasonal promotions that the merchants are already thinking aboutMother’s Day: Promotional package is almost $10,000Make sure your merchants are offering you deals that have the potential exceed your per deal revenue goalWhat we’ve learnedNot everything makes a great store themeFocus on those that work and work them into your regular plan
- Pick 5 deals to run for the weekLaunch a new deal each dayEnforce category diversity; consider even doing exclusivity – your mix for Mother’s Day might be 2 restaurants1 massage or spa deal1 family activity1 travel or eventCreate a shared promotional campaign that highlights all deals
- Who should run it?Sites that don’t do daily dealsSites doing a weekly deal or a low-volumeSites that don’t do deals today but are looking to have an ecommerce strategy
- When to run it?Week leading up to Mother’s Day – week of May 5Each deal should run three daysKeeps the promotion limited and focused
- Key site benefits.Strategic uptick in deal volume for a specific theme and with set category goals in mindGives you an opportunity to do a special promotional push to consumersCampaign-based – gives you a straightforward planAlign with existing, core media promotions/initiatives – ability to add digital revenue to them
- Key merchant benefits.Ties in with merchant promotional calendarGet to be a part of a large promotional campaign.Create buzz with a seasonal promotionAll of the same great reason that make a deal a good choice – new customers, increased foot traffic, social sharing (bringing in others who didn’t buy the deal)
- Don’t expect a bad deal to perform better because it is in a store – don’t use filler dealsPromotional package – use a sweepstakes or contests as part of your package and really see your engagement and opt-ins grow!
- 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
- Pencil pushdown
- Like gate
- Changed Cover photo
- The master calendar that brings all promotions in togetherThis is your tool for planning – you should all download it today
- We help take the guesswork out of prospectingThese worksheets arm you with specific businesses and industries to go after and when throughout the year to approach themDownload them today
- Two contest templates that can be locally branded and run on your site The only submissions that show up are ones from your marketPlay AnywhereContest is accessible on your website, Facebook, mobile and tablet
- ChaneyUse these templates to give you a guideline For tracking and redemptionThese all have QR codesUnique IDs
- To help you have a more advanced conversation with your advertiserFocus on the impact of new customers on their businessShow them the total value of doing a deal – not just the rev splitGive you a new tool to use during the follow-up stage of the sale; talk about how the deal performed
- Julie