2. #PromotionsLab
Presenters
Matt Coen
President & Co-Founder
Second Street
@mcoen
Gordon Borrell
CEO
Borrell Associates
@goborrell
Jim Brown
Sales Director
Borrell Associates
@jimbrownmedia
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
3. #PromotionsLab
Follow @secondstreetlab &
@borrellassoc on Twitter!
Want to win an exclusive prize?
Be the one who tweets the most
with the hashtag
#PromotionsLab
Note: We are recording this
webinar and you will receive an
email with links to the
recording and slide deck.
Questions & Twitter
7. #PromotionsLab
Ad Spending is Declining
Source: Borrell Associates, Inc. 2013
$ in Billions
In 2012, businesses
spent 6% less on
advertising than they
had a decade earlier.
14. #PromotionsLab
Sponsored Contests
Fair Photo Cover Contest
The Daily Advocate | Greenville, Ohio
$100,000 in Revenue
Sponsored by Second National
Bank & the Great Darke County Fair
15. #PromotionsLab
Guess Anchorage’s First Snowfall
KTUU-TV | Anchorage, Alaska
$7,500 in Revenue
300% Increase in
Advertiser’s Facebook
Likes
1,064 Advertiser Opt-ins
Advertiser Contests
23. #PromotionsLab
Impact of Email On Contests
0
50
100
150
200
250
300
350
400
450
500
Day 1 Day 2 Email Sent Day 4 Day 5 Day 6 Day 7
Submissions by Day
22% of
Submissions
33. #PromotionsLab
• Points to the money
• Online tool: sold on a per market basis
• Ad spending, non-ad spending, mobile, promotions
• Used by hundreds of media companies
• Track spending of 100 business categories – and 100%
of ad spending dollars in all markets – from inside and
outside the market
• Forecast and back cast 10 year window
• Easy to use: senior executives, analyst, sales people
34. #PromotionsLab
Selling Internally
Talk About It
• Track it – what are you
getting now?
• Measure it – how much is
available?
• Treat it like a new business
opportunity – not just a sales
promotion or special section
• See it as an opportunity vs.
a threat
• Resource it!
35. #PromotionsLab
Target & Prioritize
• What are you getting
now?
• Talk to your current
customers
• Focus on new
business categories
• Don’t forget about B2B
• Think through the
categories
46. #PromotionsLab
Category: Hospitals
Get Fit Challenge
Star-Herald | Scottsbluff, Nebraska
$14,300 in Revenue
709 Registered Users
Sponsored by Regional West Medical Center, Torrington Community
Hospital, Box Butte General Hospital, etc.
48. #PromotionsLab
Category: Banks
VISA Gift Card Giveaway
Entercom Radio | New Orleans, Louisiana
98% Increase in
Facebook Likes
46% Opt-In Rate
Sponsored by a
Community Bank
53. #PromotionsLab
Getting an Appointment
Cut through the clutter
• 17 calls per month
• Everyone selling
advertising (and
online)
• Talk about their
industry and local!
• Relative comparison
• Accelerate the
dialogue around their
budget and shifts
56. #PromotionsLab
Educate Your Prospects
• You do more than sell
ads – show and tell
• Position yourself as a
marketing expert
• Show that you
understand their
business, their customers
and their product line.
57. #PromotionsLab
Questions to Ask Your Prospects
Tell me about the last big successful promotion you did.
Do you keep a database of customer contact info,
including emails? Are you actively building it?
Do you have any kind of loyalty program?
What would you be willing to pay for a new customer, an
email address, a Facebook Like?
What demographics are you trying to reach?
What products or services are you pushing in the next
few months?
Do you have an event or sale you need to promote more
heavily?
60. #PromotionsLab
Key Takeaways
Think of promotions as a standalone business.
Make the most of consulting & educational opportunities.
Harness the power of media to make your promotions even
more effective.
Use data to help you…
…get your organization excited about promotions.
…decide which categories to target.
…position yourself as an expert.
61. #PromotionsLab
Q & A
Matt Coen
President & Co-Founder
Second Street
@mcoen
Gordon Borrell
CEO
Borrell Associates
@goborrell
Jim Brown
Sales Director
Borrell Associates
@jimbrownmedia
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
Notas del editor
Julie
Julie
Julie
Matt
GordonAs a data – driven company, we are experts in local advertising. We are the leaders in tracking and forecasting local ad spending across any market in the U.S., Canada or the U.K., down to the county or province level. We help clients gauge the levels of advertising and marketing expenditures in their markets by any business type. We help media companies increase their market share and marketers adjust their budgets by providing detailed ad-spending data, fact-based consultation and training.
Gordon:The history of promotions.
Gordon. This is not just online, everything is involved. If you look at internet & digital media, has utility to support advertising package.
Gordon
KFMB-TVCBS StationBasketball ContestCoupon included in invite email to play contestDiscount documents for specific goods or services, either printed or electronic.
Contests or lotteries created to promote the goods or services of the sponsoring entity.
MattAdvertiser Contests
Free Home Buying Webinar From a Realty Company in ScottsdaleWhat to expect when buying a Short Sale or ForeclosureFinancial benefits of owning versus rentingInterest rates for first time buyersLow down payment financing optionsTax benefits of owning a home
MattThe Washington Post Papa John’sOffer: Free Large One-Topping Pizza & DeliveryContest: Win Pizza for a YearDeal Ran for three daysPromotion leveraged both deals and contestsSocial Boost was a difference maker:Rewarded users for sharing with bonus entriesAfter submission, given referral linkConfigurable where X referrals gets them X entries1 in 4 entries came via Social Boost132K pizzas were claimed65% of participants became NEW deal subscribers25% of claimed pizzas came from Social BoostPapa John’s trended on TwitterWin-Win-WinFree or discounted goods or services dispensed to a specific geographic or sociographic group.
Pull slides from blinder
Email is center of successful revenue plan overall.
The more promotions you run. The more emails Virtuous circle
MattMeans there’s big opportunities.
Matt
MattHome
Prize: Win a membership to the golf club532 SubmissionsDouble check numbers w/ julie
Matt-1,817 Users
MattWe’ve seen how much money people can make, but the most important thing is you have to get your team organized and rallied around promotions internally. Utilizing Borrell’s research is beneficial for understand why promotions are a revenue opportunity, whether you are a sales person or a CEO. Turn it over to Jim.
Jim
So much money here – you have to be serious about promotions. Put dedicated resources & a business plan around promotions – are making millions of dollars.
JimTrack how much revenue is coming directly from promotions. What are you trying to sell?Help companies build email database
Stacey
Matt
$46 for $92Football Ticket Deal
$1850 for $3700
LOOK FOR A DIFFERENT HOSPITAL
Marketing objective: wanted to double their LikesBiz Objective: wanted to sell 500 gift cards, average price point 25-50 a card12,880% growth in engagement (PTA, People Talking About This)New Likes per day: 1 fan a day to 127 fans a day, one day high of 375 new fansFirst contest to promoted through the app, did really well on WWL (their News Talk Sports Station)This was supported by a giveaway of a $500 gift card on their Facebook Page Doubled Likes in 2 weekscompared to 4 years to build what they hadDid a really great integrated program to bring awareness before the holidays that they provide Visa Gift Cards for saleMobile ads on mobile app really supported it, "taking it to another level“Supported with 2 emails, unsold inventory in display adsGave them 562 new emails
MattGenerated $30K in one day!3 year partnership with this company
MattDeKalb Daily Chronicle, Kane County Chronicle, Lake County Journal, Morris Daily Herald, Northwest Herald, Sauk Valley NewspapersKey Lime CoveAttractionOvernight Stay & 6 Waterpark Passes$99.95 for $234, Sunday-Friday (1,149 Sold)$129.95 for $264, Saturday (465 Sold)1,614 Sold Total
Hunter’s Ridge Golf Course2 Rounds of Golf including Cart$30 for $60 or $52 for $104
Matt
Jim This is a crowded marketplace. Use data that your clients will find useful to cut through the clutter. Invest in research to help clientsData will help you get in the door.
Jim
Gordon.Promotions are not going away. Presents a great opportunity. If someone wants to build their email database, you could see it as a threat. Or, you can look at it as an opportunity for you to help them grow their list.Don’t look at the shift as a threat, but as an opportunity.Show your prospects everything in your toolbelt. Don’t just have to buy ads. Can offer an entire package.
Tell me about the last big successful promotion you did: What did you offer? How much of a discount? Do you have any kind of loyalty program? Tell me how it works? How do you track your results?Do you know the value of a new customer?How are you currently measuring your advertising efforts? What are your business goals?