1. @secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Online Promotions are
an EXPLOSIVE
Opportunity
& Newspapers are Ready
Matt Coen | President & Co-Founder| Second Street | @mcoen
11. @secondstreetlab
91% of people
check their email
at least once a day
91% of people
check their email
at least once a day
Source: eMarketer
Daily Activities of US Internet
Users
37. @secondstreetlab
Identify the Right Sponsors
Who would be a
good match for the
target demographic
& contest theme?
Who would be a
good match for the
target demographic
& contest theme?
Who needs a fresh
idea to maintain or
increase spend?
Who needs a fresh
idea to maintain or
increase spend?
Who do I want to
grow business with?
Who do I want to
grow business with?
38. @secondstreetlab
Exclusive UGC Contest Sponsorship Package
Branded Micro Site $500
10 2 col x10” full color promo ads with logo prominently displayed
(ROP in the paper)
$750
Contest setup on your Facebook Page $500
Like-Gate $750
Opt-in for Email Database $750
Social media mentions $500
Email campaign, all including the sponsor’s logo & coupon/offer:
-Invitation email encouraging entries to entire promotion database of
40,000 people: 1 week before the contest begins
-Follow up invitation email: Day contest begins
-Thank you for entering/voting email: All registered users
-Winner announcement email at end of season with coupon/offer
$1,000
Web Display Ads, 100K ROS impressions $750
Total Value: $5,500
45. @secondstreetlab
Sponsored vs. Agency-Model
On Advertiser’s
Page, No Mention
of Media Company
On Advertiser’s
Page, No Mention
of Media Company
On Media
Company’s Page,
Sponsor in Branding
On Media
Company’s Page,
Sponsor in Branding
55. @secondstreetlab
Quad-City Times Shared Agency-Model
Package
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 Advertiser: $1,000
57. @secondstreetlab
Exclusive Agency-Model Sales Package
Facebook Marketing Consultation $500
2 full color, ½ page promotional ads with logo $1,000
1 full color front page strip ad with logo the day the contest launches $750
Contest Setup on Facebook Page $500
Like-Gate $750
Opt-in for Your Email Database $750
Social Media Mentions $500
Email to Database of 20K $1,000
Web Display Ads, 100k ROS impressions $750
Total Cost: $6,500
58. @secondstreetlab
Shared Agency-Model Sales Package
Facebook Marketing Consultation $500
1 Full Page Promotional Ad $3,150
3 ½ Page Horizontal Print Ads $2,350
Shared Email to Database of 20K $2,000
100K ROS impressions (728 x 90 Promotional Ads) $2,000
Total Dominance Contest Promotion $2,000
Contest Setup on Facebook Page $500
Total Value: $13,500
Cost: $1,000
62. @secondstreetlab
“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
77. @secondstreetlab
Exclusive Ballot Sponsorship Package
Full color ½ page ad in “Vote for Me” Preview Section $2,000
Upgraded listing with image, phone number, location, website,
& social buttons
$150
Leaderboard ad above sub-category section $500
300 x 250 ad on the ballot page $250
Opt-in for Email Database on registration page $250
Social media mentions with links back to sponsor’s accounts $1,500
Email campaign, all including the sponsor’s logo & coupon/offer:
-Invitation email encouraging entries to entire promotion database
of 40,000 people: 1 week before the ballot begins
-Follow up invitation email: day ballot begins
-Thank you for voting email: All registered users
-Winner announcement email at end of ballot with coupon/offer
$1,000
Web Display Ads, 100k ROS impressions $750
Total Value: $6,400
79. @secondstreetlab
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.”
- Vince Johnson, Chief Multimedia Officer
$4,000 in DIGITAL
Revenue
1,000+ Opt-Ins
20,000+ Votes
“
football fans’ choice awards
The Signal | Santa Clarita, California
80. @secondstreetlab
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
$70,000 in Revenue
Integrated Ballot, Print Special
Section, and Deals Store
“
best of holiday shopping
Roanoke Times | Roanoke, Virginia
81. @secondstreetlab
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
“
state fair top ten
State Journal-Register | Springfield, Illinois
82. @secondstreetlab
Digital Revenue from
Expanded Listings &
Category Sponsorships
Print Revenue from Thank
You Ads in Print Issue
family favorites
MetroFamily Magazine | Oklahoma City, Oklahoma
93. @secondstreetlab
WISE TV
Results
•$75k + in Gross Revenue
•1,000 cards SOLD OUT IN A MONTH
•Must Pay Cart Fee
•Valid through 2014 Season
Results
•$75k + in Gross Revenue
•1,000 cards SOLD OUT IN A MONTH
•Must Pay Cart Fee
•Valid through 2014 Season
Holy cow there is a lot of money going into promotions
If I want to truly capture dollars I have to combine best of digital and best of print
When you bring those tighter it does amazing things.
Where the money is going. We all know traditional spend is declining. But did you know that Promotional spend is increasing? Advertisers are looking for campaigns that can excite local audiences.
Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!!
We’re going to see several promotions these guys are doing, that are making significant revenue. Yes, they make $3million with promotions last year. At the core of everything they do is email.
----- Meeting Notes (2/27/14 08:28) -----
How many of you think you have 80% of the email addresses in your market?
It's ok. Most publications don't. But in a lot of ways, shame on us. We're letting other entities swoop in and collect more email addresses of our readers than we own.
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
----- Meeting Notes (2/27/14 08:28) -----
So who woke up this morning and checked their email on their phone before anything else?
Who checked their email over lunch?
Who has checked their email since I started talking?
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
----- Meeting Notes (2/27/14 08:28) -----
Email is the gift that keeps on giving. As you run more promotions, you collect more email addresses, as your email list gets bigger all your initiatives are more succesful.
----- Meeting Notes (2/27/14 14:03) -----
Increasingly, also at the center of your strategy is mobile. How many of you would say you use your phone as the primary camera for your daily life? Do you think your readers would agree? So it's just as important that you think about contests on your website as well as how much people are interacting with your brand on mobile. That means, it is absolutely critical that they can upload photos to any photo or video contest from their phone in one step. Otherwise, you are losing reader engagement.
----- Meeting Notes (2/27/14 08:28) -----
So a plan for your year might look something like this. None of these ideas are wild and crazy. They are all low hanging fruit and most of these tie in with your editiorial calendars and existing sales inititaves.
----- Meeting Notes (2/27/14 08:28) -----
So a plan for your year might look something like this. None of these ideas are wild and crazy. They are all low hanging fruit and most of these tie in with your editiorial calendars and existing sales inititaves.
$30,000 in Revenue
2,592 U-T Opt-ins
299 Advertiser Opt-ins
734 Entries
Sponsor: Frank Subaru
$30,000 in Revenue
2,592 U-T Opt-ins
299 Advertiser Opt-ins
734 Entries
Sponsor: Frank Subaru
$10,000 in Revenue
734 Entries
10,296 Votes
Sponsored by: Avalon Animal Hospital, Aloha Pet Resort, Faithful Friends
$10,000 in Revenue
734 Entries
10,296 Votes
Sponsored by: Avalon Animal Hospital, Aloha Pet Resort, Faithful Friends
57,359 Entries
32,691 Opt-ins
27,591 Advertiser Opt-ins
----- Meeting Notes (2/27/14 08:36) -----
So I know most of you all do "give aways" or what we call sweepstakes. But how many of you make money from it? I'd be willing to guess that several of you are even GIVING away these promotions for free or the cost of a prize. You must stop doing this. Your audience is valuable and you should never give away any interaction with them for nothing or a simple prize. How much money do you think the Nebraska Crossing Outlets spent with the Omaha World Herald to sponsor this give away?
75,291 Opt-ins
47,677 Advertiser Opt-ins
The Daily Advocate
Greenville, OH
7,000 Circulation
Sponsored by Second National Bank, Local Ford Dealer & the Great Darke County Fair
Community sees contest as integral part of the fair
We have been running the Fair Photo Cover Contest for three years now,
It began when we were trying to come up with some good contests; it just made sense and gave us a local focus.
Since that first year, entries have doubled.
Sponsored by Second National Bank, Local Ford Dealer & the Great Darke County Fair
Community sees contest as integral part of the fair
We have been running the Fair Photo Cover Contest for three years now,
It began when we were trying to come up with some good contests; it just made sense and gave us a local focus.
Since that first year, entries have doubled.
Because the contest is so popular, it is very easy to find sponsors.
We focus on banks, local restaurants, grocery stores, and locally owned and operated small businesses.
During the fair, people come to our booth just to pick up the magazine and flip through the photos from this year’s contest.
By this point, due to the Fair Photo Cover Contest and our extensive coverage of Fair Week events, the community sees us as an integral part of the fair.
Even the Fair Board has started to look to us for ideas about how to successfully promote and manage fair giveaways! We’re certainly looking forward to next year’s Fair Photo Cover Contest.
By this point, due to the Fair Photo Cover Contest and our extensive coverage of Fair Week events, the community sees us as an integral part of the fair.
Even the Fair Board has started to look to us for ideas about how to successfully promote and manage fair giveaways! We’re certainly looking forward to next year’s Fair Photo Cover Contest.
Heavy print promotion
Community sees magazine as an integral part of the fair
Multiple sponsors
100k in rev
Its an unfair advantage. You’ve got it. So lets take a look at another one
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.
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.
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’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
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
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
8 Advertisers
157 – 341 New Facebook Likes per Advertiser
8 Advertisers
157 – 341 New Facebook Likes per Advertiser
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.
Matt
Paper ballots are time consuming, painful
Doug
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.
115,000+ Votes
115,000+ Votes
Live event
Live event
Live event
Live event
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.
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
