2014 NENPA Conference
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Online promotions are an explosive opportunity for newspapers. Matt Coen
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2014 NENPA Conference
- 1. Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready Matt Coen President & Co-Founder Second Street @mcoen DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 6. The Major Shift DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 7. In Billions Why Online Promotions? Source: Borrell Associates, Inc. 2013 @secondstreetlab
- 8. start with email DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 11. @secondstreetlab
- 12. Daily Activities of US Internet Users 91% of people 91% of people check their email check their email at least once a day at least once a day Source: eMarketer @secondstreetlab
- 13. The Impact of Email 70% of 70% of Submissions Submissions @secondstreetlab
- 14. Email = 66% of Deal Revenue @secondstreetlab
- 15. Email List Size & Revenue 513 Sold @secondstreetlab
- 16. Deals: A Tale of Two Cities @secondstreetlab
- 17. Deals: A Tale of Two Cities @secondstreetlab
- 19. opportunities for online promotions DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 20. 1 Run Sponsored Contests DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 21. Cutest Pet Photo Contest U-T San Diego $30,000 in Revenue 2,592 U-T Opt-ins 299 Advertiser Optins 734 Entries @secondstreetlab
- 22. Win Your Own Man Cave The Day $12,000 in Revenue 614 Opt-ins @secondstreetlab
- 23. Mulligan Match-Up The Wisconsin State Journal $102,288 in Revenue 1,222 Registered Users Sponsored by 18 local golf courses @secondstreetlab
- 24. Fearless Forecasters The Roanoke Times $68,000 in Revenue 1,634 Registered Users Sponsored by True Value, Reid’s, Vistar Eye Center & more @secondstreetlab
- 25. Case Study: Toronto Sun “ This contest had amazing results in terms of online entries – over 57,000 submissions in 8 weeks! It shows how much our readers love to engage with the newspaper and how many are willing to pick it up to enter a contest.” - Christina Chan, Sales Promotion Supervisor @secondstreetlab
- 26. Promotions + Print DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 27. Pro Football Contest The State Journal-Register Springfield, OH 50,000 circulation @secondstreetlab
- 28. Pro Football Contest VIP picker photo printed weekly @secondstreetlab
- 29. Pro Football Contest Four page pullout for 23 weeks @secondstreetlab
- 30. Pro Football Contest Result: $100K in revenue • Heavy promotion in print • Multiple sponsors • Advertisers participate as VIPs @secondstreetlab
- 31. Dream Wedding WSB-FM $30,000 in Revenue 483 Submissions 10 Weddings Booked with Sponsor @secondstreetlab
- 33. Identify the Right Sponsors Who do II want to Who do want to grow business with? grow business with? Who would be a Who would be a good match for the good match for the target demographic target demographic & contest theme? & contest theme? @secondstreetlab Who needs a fresh Who needs a fresh idea to maintain or idea to maintain or increase spend? increase spend?
- 34. 2 Run Advertiser Contests DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 35. What is a Facebook Contest? @secondstreetlab
- 36. Like-Gate Must ‘Like’ your Page to enter @secondstreetlab
- 37. Entry Form Visible after they ‘Like’ the Page @secondstreetlab
- 38. Expand Reach with Social Boost @secondstreetlab
- 40. Advertiser Contests What is the difference between running a contest on Facebook and an “agency model” Facebook contest? @secondstreetlab
- 41. Sponsored vs. Agency-Model On aaMedia On Media Company Page, Company Page, Sponsor in Branding Sponsor in Branding On an Advertiser On an Advertiser Page, No Mention Page, No Mention of Media Company of Media Company @secondstreetlab
- 42. 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013 @secondstreetlab
- 43. SMB Social Media Goals Facebook Contest Facebook Contest Opportunity Opportunity Source: Manta @secondstreetlab
- 44. $500 Local Bank Giveaway Entercom New Orleans $18,000 in Revenue Likes Doubled in 2 Weeks @secondstreetlab
- 45. 1,252 New Likes +12,800% increase in PTA @secondstreetlab Page 2 of 5
- 51. Exclusive Advertiser Package Sweepstakes 2 Week Facebook Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $1,000 3-3 Column x 10” Print Ads $750 Contest setup on your Facebook Page $500 Like-Gate $750 Opt-in for Email Database $750 Social media mentions $500 Email blast to 20k members $1,000 Web Display Ads, 100k ROS impressions $750 Total Value: $7,000 Cost To You: $5,000 @secondstreetlab
- 52. Spring into Prizes Quad-City Times @secondstreetlab
- 53. Case Study: Advertiser Facebook Contests @secondstreetlab
- 54. Shared Advertiser Package 2 Week Facebook Sweepstakes Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $3,150 3-3 Column x 10” Promotional Print Ads $2,340 Shared email to 80K + $6,000 100k ROS impressions (728x90 promotional ad) $2,000 Total dominance contest promotion $2,000 Set up and placement on contest page $500 Total Value: $15,990 Cost To You: $1,750 @secondstreetlab
- 55. Shared Advertiser Package 2 Week Facebook Sweepstakes 50 ,2 0 26 00 1 Sunday Full Page Promotional Ad $3,150 $ , 3-3 Column x 10” Promotional Print Ads e = $2,340 5 u 10 Shared email to 80K + $6,000 en ) = $ v 100k ROS impressions (728x90 promotionalrad) $2,000 Re er yea gnpromotionp Total dominance ai contest $2,000 (4 p onue page Set up and placement n contest $500 am ve r C Re Total Value: $15,990 e P r ly Cost To You: $1,750 a Ye Facebook marketing consultation @secondstreetlab Included
- 56. 3 Run Deals DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 58. Weekly Deals Shaw Suburban Media $178,000 in Revenue @secondstreetlab
- 59. Deal Stores Quad-City Times $154,835 in Revenue 77 Deals 8,086 Sold @secondstreetlab
- 60. Reader’s Choice Deals Store Record-Journal Total Total Revenue: Revenue: $18,229 $18,229 @secondstreetlab
- 63. JS Online Results Results •Over $45K gross (and growing) •Over $45K gross (and growing) •Unlimited Inventory •Unlimited Inventory •Must Pay Cart Fee •Must Pay Cart Fee •Valid through 2014 Season •Valid through 2014 Season @secondstreetlab
- 65. WISE TV Results Results •$75k + in Gross Revenue •$75k + in Gross Revenue ••1,000cards SOLD OUT IN A MONTH 1,000 cards SOLD OUT IN A MONTH ••MustPay Cart Fee Must Pay Cart Fee ••Validthrough 2014 Season Valid through 2014 Season @secondstreetlab
- 67. State College Spa Card @secondstreetlab
- 68. State College Spa Card Results Results •Over $12K gross •Over $12K gross •Sold Out…TWICE •Sold Out…TWICE •Popular Spa •Popular Spa •Huge Promotion •Huge Promotion @secondstreetlab
- 69. 4 Expand Reader’s Choice DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 70. @secondstreetlab
- 71. @secondstreetlab
- 72. @secondstreetlab
- 73. @secondstreetlab
- 74. @secondstreetlab
- 75. @secondstreetlab
- 76. @secondstreetlab
- 77. @secondstreetlab
- 78. @secondstreetlab
- 79. @secondstreetlab
- 80. @secondstreetlab
- 81. @secondstreetlab
- 82. “Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program. It only took 30 minutes to set up this year! Last year it took a week and a half to tabulate this year we drastically reduced that.” Tammy Burdick Senior Market Analyst, The Roanoke Times @secondstreetlab
- 83. “Last year, we had 20,000 votes and it took us 2 weeks to count. This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.” #voterschoice @secondstreetlab Len Egdish
- 84. Revenue Opportunities DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 85. @secondstreetlab
- 90. “Vote” & “Thank You” Ads @secondstreetlab
- 93. best of santa clarita valley The Signal | Santa Clarita, California @secondstreetlab
- 94. southwest florida’s choice awards Naples Daily News | Naples, Florida $110,000 in Revenue Live Event @secondstreetlab
- 95. 5 Run Niche Ballots DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 96. football fans’ choice awards The Signal | Santa Clarita, California $4,000 in DIGITAL Revenue 1,000+ Opt-Ins 20,000+ Votes “ We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.” @secondstreetlab - Vince Johnson, Chief Multimedia Officer
- 97. best of holiday shopping Roanoke Times | Roanoke, Virginia $70,000 in Revenue Integrated Ballot, Print Special Section, and Deals Store “ The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.” - Tammy Burdick, Senior Market Analyst @secondstreetlab
- 98. state fair top ten State Journal-Register | Springfield, Illinois “ We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.” - Marty Carry, Advertising Director @secondstreetlab
- 99. family favorites MetroFamily Magazine | Oklahoma City, Oklahoma Digital Revenue from Expanded Listings & Category Sponsorships Print Revenue from Thank You Ads in Print Issue @secondstreetlab
- 105. BALLOTS HIT ON TRENDS DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 107. @secondstreetlab
- 108. @secondstreetlab
- 109. @secondstreetlab
- 110. @secondstreetlab
- 111. @secondstreetlab
- 112. @secondstreetlab
- 114. @secondstreetlab
- 116. @secondstreetlab
- 118. @secondstreetlab
- 119. @secondstreetlab
- 120. @secondstreetlab
- 122. @secondstreetlab
- 124. @secondstreetlab
- 126. @secondstreetlab
- 128. @secondstreetlab
- 129. @secondstreetlab
- 130. plan DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE @secondstreetlab
- 132. Put a Team Together @secondstreetlab 2
- 134. Stores & Cards Contests Free Deal January Free Deals & Credits Kids February March Card: Golf Card Basketball Mother’s Day Contest Promo Code: Inactive Buyers May June Summer Fun Store: Summer Fun August Metro Pets Free Deal September October Ballots Golf April July Sweepstakes Football (Sept-Feb) Card: Spa Card November Store: Cyber December Monday/Holiday @secondstreetlab Store Spa Halloween Promo Code: Inactive Buyers Holiday Holiday Shopping
- 136. Excite Your Sales Force @secondstreetlab 5
- 137. blindersummit.com blindersummit.com Chicago: May 21st & 22nd Chicago: May 21st & 22nd @secondstreetlab
Editor's Notes
- Email (91 percent) and text messaging (83 percent) are still the most popular daily “social” activities. This level of activity places Twitter top amongst all social networks alongside Facebook (both have 76 percent of users logging in once or more each day), and ahead of Instagram (70 percent), Snapchat (67 percent) and YouTube (66 percent). Google+, Pinterest (58 percent each) and, surprisingly, Myspace (46 percent) round out the top ten overall http://www.mediabistro.com/alltwitter/social-activity_b45692 http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019
- 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
- We consistently find this stat to be true across the board. 2nd street works with 100s of major media companies and seeing this consistently
- This model has been proven to work in markets large and small 23 week pro football pickem contest
- 30 sponsors! Sponsor photo printed weekly with latest picks and performance to-date in the contest promo/ad section Sponsors love to be VIPs in their community. Love the PRINT exposure they get for 23 weeks and love the notion of an online contest that drives local readers back to make picks week after week.
- So many sponsors that the paper went from a double truck each week to a FOUR PAGE PULLOUT each week. For 23 weeks. Tied back in with the contest that was running online.
- Why do you have the advantage? Your ability to integrate an online solution with a print solution allows this to become a $100k solution The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate. This is a Truly integrated contest that marries the value of online and and the power of print. Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print. Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad. Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage. So lets take a look at another one. $100k in revenue Secured 30 sponsors & advertisers Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
- Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket. Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
- Focus on Revenue Ask yourself these questions Create a list of these people First – the most obvious, the low-hanging fruit Look at your current client list Do they have something coming up we could activate? Check out their website – what do they have going on? Facebook contests, are they on Facebook? If they’re posting with some level of frequency it shows that Facebook is important to them You don’t want to target someone who has a page but never posts – they’re not going to see a return on their investment because they’re not investing anything into their Page They’re not going to keep up the momentum or be in a position to do anything with all of the new fans you will deliver to them Go back to their Timeline – what did they do last year for X holiday Check out their Events page Who’s currently advertising their Facebook page but might not be running a contest with you? Remember to target your sponsors according to the theme of your contest. For example, if you are running a “Cutest Kids Competition,” secure a children’s clothing shop, toy store or a family-friendly restaurant.
- For those of you who don’t know, this is what a Facebook contest looks like It’s fully integrated into your Page as an app It is Like-Gated This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
- KFDM Beaumont, TX DMA 141
- KFDM Beaumont, TX DMA 141
- We’ve seen social boost drive 25% of entries
- It’s also giving fans what they want Engage new fans and re-engage existing fans, imperative to remaining visible in Newsfeed (Edgerank)
- You’ve seen the KNRK example where the contest was run on their page and sponsored by a local brewery and tech school Now let’s talk about a really exciting revenue stream Another way you can make money from Facebook contests is by running contests for them on their page Like an Agency – provide digital agency services -
- Emily According to a recent study by Manta BIG potential. What is your primary goal in using social media? #1 is Acquiring and Engaging new customers: 36% Facebook contests are the best way to get new fans Facebook contests are the best way to get new leads
- Here we’ve got an example from Entercom Radio where they sold a $500 sweepstakes to a local bank Generated $18,000 from this one contest! Brand new giftcard program Holiday promotion Looking for people who are holiday shopping Marketing objective: wanted to double their Likes Biz Objective: wanted to sell 500 gift cards, average price point 25-50 a card This was supported by a giveaway of a $500 gift card on their Facebook Page
- Emily 1252 new fans 12,880% growth in engagement (PTA, People Talking About This)
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Emily They ran out of gift cards! They sold 1000 gift cards
- Emily In Card Sales That encouraged them to look at more promotions Used power of new fans in first quarter promotion Community Rewards program, had over 78k votes They were floored
- Here’s a great example Auto Dealer gets his own contest on July 9, - $14k package for next month Google AdWords, YouTube Pre-Rolls The contest was $4k - fun prize, enter for your chance to drive a new Ford Mustang convertible for 2 weeks’ will have an email opt-ins, and ask some simple survey questions - what make and model do you drive, are you looking to buy a car
- 448 entrants, 30 people said next 3 months, 13 people said next month, 12 people said 6 months, 209 said they would like to receive more information from the auto dealer, 46%. TALK ABOUT HOT, QUALIFIED LEADS
- Emily By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it When they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
- By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it When they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
- By doing the consultative piece, gets advertisers to start thinking about their business and how social media impacts it When they talk to advertisers they make a point to say we are consulting we are not selling to you. They get real answers this way about budget and inside information not normally shared with ad sales team.
- Nathan Holiday-themed deals ran from 12/3 – 12/25 – “Last Minute Gifts” theme Reps were already pitching holiday print packages Nathan made sure they had info for holiday/store If they bought a print ad, include a deal Or if you don’t want to spend dollars on advertisers, then deals make sense Revenue per deal during time of the store increased 47% vs. 2012 average ($1097 vs $748) Review last year’s sales from print section, look to see who is inactive now or who bought last year Nathan pulls newspaper from last year (two months in advance of the month) Looking at what advertisers were promoting at the time and see what makes a great ad Target – anything that would make a good gift – “Would you give this as a gift?” Retail is a tricky category – focus on something better tied to the store
- Liz Price point: $99 - $149 How many merchants: 5-8 Deal details At least 50% off Round of golf at each course; don’t include cart rental Reasonable restrictions are okay Must buy cart Valid on weekdays only Not valid on holidays Opportunity for title sponsor Golf superstore, sporting good store, apparel, casino, restaurant, car dealer Advertisers looking to target affluent consumers Top Prospects Local and regional courses Deal quality and in demand merchants
- Liz
- Liz Price point: $149 - $199 How many merchants: single Deal details Manicure, pedicure, facial, massage, discount on product, signature treatment - avoid hair cuts Customers will return multiple times to redeem (usually a struggle for spas so this is ideal) Customers are not loyal for these services so giving them multiple reasons to return is the selling point Middle level services offer upsell opportunity Opportunity for title sponsor: no Top prospects Local spas, hotels, multi-location spas, upscale spa, any spa with the capacity to handle high volume
- Liz
- Matt
- Matt
- Matt
- Matt
- Matt
- Matt
- Paper ballots are time consuming, painful
- Matt
- Doug
- How do we graphically explain this?
- Julie
- WAYS TO MAKE MONEY WITH VOTER’S CHOICE • Upgraded Listings • Ballot Sponsorships • Print Issue or On-Air Special • Live Event • Deals Store Look to the following pages for a breakdown of each. ★ Remember - these models can also be combined to maximize your revenue. A single ballot could incorporate upgraded listings, category sponsorships, preview and winners special sections,
- People have struggled to make money DURING the promotion and online. Really get how to make money in print but not necessarily digitally. This is an answer to one of those challenges. The upgraded listing model works when you are featuring local advertisers on the ballot. This model allows them to pay to feature their listing more prominently in an effort to attract more votes. LISTING UPGRADES • Logo • Description • Website • Address • Interactive Map • Social Sharing Buttons o Facebook o Twitter o Google + In a mid-size market, you could charge each sponsor a $149 flat fee for an upgraded listing including an image, phone number, address, website, and Facebook & Twitter buttons. If you have 30 merchants who purchase upgraded listings for a 4-week ballot, you would end up generating $4,470 in revenue!
- Augment revenue from upgraded listings by selling ballot sponsorships. BALLOT CATEGORY SPONSORSHIP With the ballot category sponsorship model, sponsors pay to be featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of the Week.” In a mid-size market, you could charge a category sponsor $249/week for the duration of the promotion. If you have 10 category Sponsors for a 10-week ballot, that gives you $24,900 in revenue. Right now a mid market alternative weekly is charging $200/week for this type of sponsorship.
- Augment revenue from upgraded listings by selling ballot sponsorships. BALLOT CATEGORY SPONSORSHIP With the ballot category sponsorship model, sponsors pay to be featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of the Week.” In a mid-size market, you could charge a category sponsor $249/week for the duration of the promotion. If you have 10 category sponsors for a 10-week ballot, that gives you $24,900 in revenue.
- If you have a print publication, creating a special section or issue announcing the winners of your metro Voter’s Choice competition is an absolute must. Many members of your audience will save their special issue to refer back to throughout the year Many winning merchants will frame their part and display it in their place of business
- ★ A coupon or offer in a thank you ad is a great way to drive foot traffic back to the merchant’s location. ★ A call to action to enter a contest is a great way to drive traffic to a Facebook Page, and the QR code makes it even easier to act on!
- Another way to continue to capitalize on your Voter’s Choice competition after the voting is over is to create a live event that celebrates the winners and brings the Voter’s Choice experience to life for your audience.
- A deals store is an excellent way to continue making money once your Voter’s Choice ballot has wrapped up. Your voters chose these advertisers for awards, so the deals they have to offer are guaranteed to be appealing to your audience. As always, deals provide yet another way to engage your audience while driving even more revenue. Deal Store WHEN TO RUN –As soon as possible after your Voter’s Choice ballot is over and your winners have been announced. HOW LONG TO RUN –10-14 Days WHEN TO SELL –You should start selling as soon as you know the winners. PROSPECT LIST –Approach all of the winners and runner-ups from your Voter’s Choice ballot. HOW MANY DEALS TO INCLUDE –Aim for at least 10-15 deals (and remember that you can include multiple deals from the same merchant in your store).
- Update to show buzz feeds’ name
- Update to show buzz feeds’ name
- http://www.newyorker.com/online/blogs/books/2013/08/10-paragraphs-about-lists-you-need-in-your-life-right-now.html
- http://www.stltoday.com/sports/other/setting-the-record-straight-top-moments-in-st-louis-sports/article_c2bbd8f4-c7a4-11e1-8381-001a4bcf6878.html
- Smartphone VC on tablet
- Find two more examples
- Get your advertisers to promote your ballot for you! Create a hashtag and use it in all promotions : #bestofswva #bowawards #bestofndfootball #bestofpreps Facebook, Twitter, Instagram, Pintrest, Vine! Use social media
- Gives YOU something to talk about on your social news feed.
- Consumer promoting their favorite.
- Another way to continue to capitalize on your Voter’s Choice competition after the voting is over is to create a live event that celebrates the winners and brings the Voter’s Choice experience to life for your audience.
- Revenue growth Target a new audience Engage an existing audience Target a niche audience Increase your per deal revenue
- Full Promotions Team: Marketing Sales Editorial/Newsroom/Promotions Manager IT Support
- Look ahead two months Consider external factors Consider Internal factors Historical data and trends Align with other company goals, efforts (sales, marketing/promotions, newsroom) Train your team on the power of promotions (sales/marketing)
- Excite your sales team Create sales materials to make it easy for reps Give spiffs and bonuses Make promotions a part of the regular sales meeting Have a sales blitz