Spending is BOOming. How are you capitalizing? Halloween is more than a child’s holiday; all age groups get into the holiday spirit. That’s why running a Halloween-themed contest is a great way to drive sponsorship revenue from advertisers. Our How to Sell a Halloween Contest webinar provides actionable tips on how to successfully prepare your sales team to target the right advertisers for a Halloween contest. To learn more, watch a recording of the presentation or read our top takeaways: http://secondstreetlab.com/wp-admin/post.php?post=5446&action=edit

2. PRESENTER
Julie Foley
Director of Affiliate Success
@julie_foley
#secondstreet PRESENTED BY SECONDSTREET

3. HOW TO ASK QUESTIONS
We are recording this
webinar and you will receive
links to recording and slide
deck.
Join the conversation on Twitter!
#secondstreet
#secondstreet PRESENTED BY SECONDSTREET

4. WHAT WE DO
A truly white label contest provider
To date, UPICKEM has executed
• More than 60,000 contests
• Run custom contests: photo, video, sweeps,
brackets & more
• Run national contests administered by Second
Street
• On more than 1,600 local
media UPICKEM partners
• More than 10 million players
have participated
#secondstreet PRESENTED BY SECONDSTREET

5. WHAT WE DO
#secondstreet PRESENTED BY SECONDSTREET

6. 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
#secondstreet PRESENTED BY SECONDSTREET

7. AGENDA
• Turnkey Halloween Contest Overview
• Custom Case Studies
• UPICKEM Resources
• Additional Success Tactics
• Q&A
#secondstreet PRESENTED BY SECONDSTREET

8. WHY HALLOWEEN?
• Spending is up!
• Seven in 10 Americans will celebrate
Halloween
• Average person spends $72.31 on
costumes, candy and decorations
• Total spending reached $6.9 billion in
2011
• # 7 most popular contest type run on
the UPICKEM platform
• Great advertiser potential
#secondstreet PRESENTED BY SECONDSTREET

9. TURNKEY CONTEST OVERVIEW
• Two design templates that can be
locally branded and run on your site
• Default Dates:
• Submission period (October 1-14)
• Voting period (October 15 -Nov 4)
• 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
#secondstreet PRESENTED BY SECONDSTREET

10. TURNKEY CONTEST OVERVIEW
• Prizes
• Local prizes can be added
• This is not a National contest. There are
no national prizes
• Winners
• Can be determined by highest
number of votes OR by panel of
judges
#secondstreet PRESENTED BY SECONDSTREET

11. FAQ
• How do I request this turnkey contest?
• Can I alter the branding?
• Who approves entries and comments?
• Can I alter the dates?
• Are there national prizes?
• Can I add local prizes?
• Can I edit rules?
• Can I change voting limitations?
• Can I customize registration page?
• Can I add email opt-ins?
• Do you have a sales kit?
• With new layout of Facebook for brand
pages, can I still Like-Gate this contest?
#secondstreet PRESENTED BY SECONDSTREET

12. ADDING THE CONTEST
• Turnkey Contest
• Login to Admin Tool
• Choose Halloween Contest from
Turnkey section
• Pick from two design options
• Custom Contest
• Login to Admin Tool
• Create your own contest
• Photo
• Essay
• Video
• Sweepstakes
#secondstreet PRESENTED BY SECONDSTREET

13. RESOURCES
• Two fully branded Halloween contests
• Sales Kit
• Contest Overview
• Two versions of print & web ads
• Advertisers to consider
• Sales PPT
• How to Sell/Case Studies webinar
• User Manual and FAQ
#secondstreet PRESENTED BY SECONDSTREET

14. TEMPLATE vs. CUSTOM
Template
• Two turnkey design templates
• Ad templates
• Sales kit
Custom
• Unique
• Stands out in your market
Additional “Halloween” contest ideas
• Win tickets to local Halloween Event
(Sweepstakes)
• Adult Costume (Photo)
• Pet Costume (Photo)
• Scariest/Funniest Costume (Photo)
• Best Thriller Dance (Video)
#secondstreet PRESENTED BY SECONDSTREET

15. Custom Contest Case Studies
#secondstreet

16. CASE STUDY
Cutest Trick or Treaters
• The Advocate
• Baton Rouge, LA
• Submissions: 163
• Registered Users: 1,654
• Sponsored by Ascension
Frame & Art
• Prizes sponsored by ToysRUs
and Ascension Frame & Art
#secondstreet PRESENTED BY SECONDSTREET

17. CASE STUDY
Children’s Halloween Costume
• The Star Tribune
• Minneapolis, MN
• Sponsored by Trail of Terror
• 3rd year of running a
Halloween contest. Also run
one for Adults!
• $500 prize with four $100
runner up prizes sponsored
by The Star Tribune!
#secondstreet PRESENTED BY SECONDSTREET

18. CASE STUDY
Cutest Trick ‘r Treater
• The Lubbock Avalanche-Journal
• Lubbock, TX
• Votes: 9,317 Votes
• Sponsored by Spirit Halloween
Superstores & The Maze
• Revenue: $2,500+ “We were very pleased with the amount of page
views our site received as a result. We plan to do this
again in the future with more sponsors and
additional opportunities to win.”
- Craig Martin, Digital Media Sales Director
#secondstreet PRESENTED BY SECONDSTREET

19. CASE STUDY
BOO-tiful Babies
• KIAH-TV
• Houston, TX
• Submissions: 97
• Registered Users: 548
• Votes: 599,834
• Sponsored by TheCuteKid.com
#secondstreet PRESENTED BY SECONDSTREET

20. CASE STUDY
Cutest Trick r’ Treater
• The Statesboro Herald
• Statesboro, GA
• Registered Users: 553
• Votes: 34,144
• Sponsored by Vaden Nissan
#secondstreet PRESENTED BY SECONDSTREET

21. CASE STUDY
Cutest Halloween Costume
• The Arkansas Democrat Gazette
• Little Rock, AK
• Submissions: 122
• Registered Users: 1,202
• Sponsored by Arkansas Daily
Deals, Rave Motion Pictures,
RLM Photography, Little Rock
Tours, and Studio H
#secondstreet PRESENTED BY SECONDSTREET

22. CASE STUDY
Halloween Pet Photo Contest
• WPXI-TV
• Pittsburgh, PA
• Submissions: 102
• Registered Users: 525
#secondstreet PRESENTED BY SECONDSTREET

23. EXAMPLE SALES PACKAGE
WDJT –TV (CBS58)
Milwaukee, WI
Presenting Sponsor
- Contest name “ABC Company Halloween Photo Contest
- Web Drivers featuring your business
- Premium position on all contest pages
- Premium position on all contest emails (option to include
offer/coupon in bounce back emails)
- Contest added to your Facebook page
- Mentions in all promotional spots & announcements
- Email opt-ins on registration page
- Grand prize sponsor
Value: $10,500
Cost: $5,000
#secondstreet

24. ADDITIONAL SALES TACTICS
• Facebook
• Mobile & tablet
• Custom emails
• Prize partners
#secondstreet PRESENTED BY SECONDSTREET

25. FACEBOOK
• Add to your Facebook page
• Add to your sponsor’s
Facebook page
• Add Like-Gate for both you
and your sponsor
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26. MOBILE & TABLET
• Two turnkey mobile versions are
branded with contest logo
• Customize the mobile version with
sponsor ads
• Turnkey tablet version will mirror
website look & feel
• Tablet version of custom contests
can also mirror your website look &
feel
#secondstreet

27. CUSTOM EMAILS
• Send an initial invite to your promotions
database
• Send reminder emails to registered players
• Customize the “submission
received/approved” emails
• Customize the “email to friends/entry link”
email
• Send a results/wrap up email
#secondstreet

28. Identify Prize Partners
Grand Prize
Secure Prize Partners
• Offer advertising in exchange for
each runner-up and grand prize
• Include a special offer from the prize
sponsors on each customized email
during the campaign
Runner-up
• Announce winners on your website,
Prizes
on Facebook, through eBlasts, on-air
or in print
#secondstreet

29. Q&A
Julie Foley
Director of Affiliate Success
@julie_foley
#secondstreet PRESENTED BY SECONDSTREET