Valentine’s Day, which accounts for 8% of annual holiday spending in the United States, is a major gift-giving holiday and thus the perfect opportunity to run some revenue-generating online promotions. For lots of details about how to plan and sell Valentine’s Day promotions and a few success stories, watch a recording of the webinar or read our top takeaways: http://secondstreetlab.com/2012/12/how-to-sell-valentines-day-promotions/

1. Valentine’s Day 2013
Valentine’s Day Promotions

2. Presenters
Julie Foley
Director of Affiliate Contesting Success
@julie_foley
Matt Chaney
Director of Affiliate Deals Success
@mattchaney
Valentine’s Day Promotions

3. How to Ask Questions
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Note: We are recording this
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an email with links to the
recording and slide deck.
Valentine’s Day Promotions

4. Who We Are
Increase ROI, Build &
Engage Audience
Valentine’s Day Promotions

5. Agenda
• Valentine’s Day: By the Numbers
• Cutest Couple Contest Overview
• Contest Case Studies
• Valentine’s Day Deal Store Overview
• Deal Store Case Study
• Valentine’s Day Resources
• Q&A Matt Chaney, Affiliate Success
Valentine’s Day Promotions

6. Why Valentine’s Day?
• Money Money Money
• $126 per person (up 8.5% from 2011)
• $4.1 billion – on jewelry alone!
• 220,000 wedding proposals (10% of the
annual total)
• 15% of women send themselves flowers
• $367 million – spent on pets!
• Great local advertiser potential
• Jewelry stores, Salons, Spas, Hotels, Travel
Agencies, Florists, Shopping/Retail,
Restaurants, Furniture stores,
Photographers, Wineries, Movie/Live
Theaters and Novelty Shops
Stephanie Carey, Business Development
Valentine’s Day Promotions

7. Valentine’s Day – By the Numbers
Valentine’s Day
8% of all holiday
2013
spending
Thursday
1 in 5 will shop 58 days away
online for gifts (42 selling days)
Valentine’s Day Promotions

8. Cutest Couple Contest
Valentine’s Day Promotions

9. Why Contests?
• Build Audience, Page Views and
Brand Awareness
• Generate Sponsorship & Ad Revenues
• Build User Database for Email
Marketing
• Grow your Facebook Likes
• Allows for you to enter Agency Model
and build contests for advertisers
Julie Foley, Affiliate Success
Valentine’s Day Promotions

10. Template Contest Overview
• Couples are the # 5 most popular contest
type run on the UPICKEM platform
• Two design templates that can be locally
branded and run on your site
• Default Dates:
• Submission period (January 21 – Feb 4)
• Voting period (February 5 - 13)
• Winner announced on February 14th
• All dates and branding can be changed
• The only submissions that show up are ones
from your market
• Play Anywhere
• Contest is accessible on your website, Facebook,
mobile and tablet
Valentine’s Day Promotions

11. Template Contest Overview
• Winners
• Can be determined by highest
number of votes OR by panel of
judges
• Prizes
• Local prizes can be added
• There are no national prizes
Jen Lauck, Affiliate Support
Valentine’s Day Promotions

12. Adding the Contest
• Turnkey Contest
• Login to Admin Tool
• Choose Cutest Couple Contest
from Turnkey section
• Pick from two design options
• Custom Contest
• Login to Admin Tool
• Create your own contest
• Photo
• Essay
• Video
• Sweepstakes Kelly Travis, Marketing
Valentine’s Day Promotions

13. Template vs. Custom
Template
• Two turnkey design templates
• Ad templates
• Sales kit
Custom
• Unique
• Stands out in your market
Additional “Valentine” ideas
• Win tickets to local Valentine Event
• Win date night at local
restaurants/theaters
• Best Engagement story (photo/essay)
• Does your Valentine Snore? (Video)
• How did you meet? (photo/essay)
Valentine’s Day Promotions

14. Choosing the Right Contests
Valentine’s Day Promotions

15. Case Study
Couples Photo Contest
• WLMG-FM
• New Orleans, LA
• Submissions: 217
• Registered Users: 385
• Votes: 170,239
• Sponsored by Gigi’s Cupcakes,
Ralph’s On the Park, Fischer’s
Jewelry and Cirque Du Soleil
Valentine’s Day Promotions

16. Case Study
4th Annual Cutest Couples
• The Statesboro Herald
• Statesboro, GA
• Submissions: 54
• Registered Users: 611
• Votes: 27,736
• Sponsored by Sunset Novelties
• Ran on the Sunset Novelties
Facebook page
• Prize package included gifts from
Sunset Novelties, Photo Session,
Flower arrangement and gift card to
Nick Certa, Business Development
local steakhouse
Valentine’s Day Promotions

17. Sample Sponsor Package
• Contest name “ABC Cutest Couple Contest”
• Print or On-air ads
• Web ads
• Premium position on mobile and tablet version
• Premium position on all contest pages
• Premium position and offer/coupon on all contest
emails
•Initial invite to your promotion database
•Reminder emails to registered players
•Submission received/approved emails
•Results/wrap up email
• Mentions in all promo spots and announcements
• Email opt-in on registration page Doug Villhard, Co-Founder and President
• Contest will run on sponsor’s Facebook page with a
Like-Gate
• Social mentions on the media company’s Facebook
page throughout the contest
Valentine’s Day Promotions

18. Couple Contest Key Takeaways
• Use contests to build
database for you and your
advertisers
• Sell a multimedia package
• Use turnkey resources
• Promote with a Deals
store!
• Start selling now
Valentine’s Day Promotions

19. Valentine’s Day Deal Store
Valentine’s Day Promotions

20. 5 Reasons to Run a Deal Store
1. Expand deal offerings
2. Run multiple deals from
same advertiser
3. Reach niche audience /
additional audience
4. Diversify your marketing
5. Grow list & increase
sales!
Valentine’s Day Promotions

21. Percent of People Buying Gifts for Others
Other
Significant Family
Other Member Friends Pets
89% 61% 25% 20%
Valentine’s Day Promotions

22. Average Spending of Gifts
Other
Significant Family
Other Member Friends Pets
$74.12 $25.25 $6.92 $4.52
Valentine’s Day Promotions

23. Good Deal Mix is Key!
Average Spending
Regular Deal Buyers By Gender for Valentine’s Day
$168.7
4
Males
33%
Male
$85.76
Females Female
67%
Valentine’s Day Promotions

24. Sales Targets & Price Points
Advertiser Average Price Point
Regional Travel $127
Jewelry $115
Photography $77
Lessons $46
Spa Treatments $42
Wineries & Wine Tastings $35
Events – Tickets $29
Floral $22
Dining $13
Valentine’s Day Promotions

25. Case Study: Quad-City Times
Deal Mix
Background
• Store Ran: 2/7 – 2/15
• Tue – Wed
• 21 Deals – in addition to Services
19% Dining
regular schedule 29%
Retail
13%
Results Food
6%
• Over $21k in store-only Recreation Health/
2% Beauty
revenue 31%
• 40% revenue increase
over a typical week
Valentine’s Day Promotions

26. Valentine’s Day Stores
Top
Banner
Valentine’s Day Promotions

27. Your Valentine Turnkey Store
• Sales Materials
– Pitch Deck
– One-sheet
• Site & Promotional
Materials
– Print and Online Ads
– Top-of-page Banner
– Site background
• Links to How-to Guides
Valentine’s Day Promotions

28. Deal Store Key Takeaways
• Think beyond traditional gifts
• Promote gifting feature along
with your store
• Push into categories with
higher price points
• Use turnkey resources to spice
up your site
• Start selling now when
merchants are making plans
Valentine’s Day Promotions

29. Resources
• Two fully branded Cutest Couple
contests (Released January 14, 2013)
• Two Deal Store design options
• Sales Kit
• Contest Overview
• Deal Store Overview
• Two versions of print & web ads (Contest
& Deals)
• Advertisers to consider (Contest & Deals)
• Pitch Deck (Contest & Deals)
• How to Sell/Case Studies webinar
• User Manual and FAQ (Contest & Deals
– Released January 14, 2013)
Valentine’s Day Promotions

30. Q&A
Julie Foley
Director of Affiliate Contesting Success
@julie_foley
julie@secondstreet.com
Matt Chaney
Director of Affiliate Deals Success
@mattchaney
chaney@secondstreet.com
Valentine’s Day Promotions