How to Solve Advertiser Challenges with Promotions
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Unless you take the time to understand your advertisers' businesses on a deeper level, you won’t be able to give them what they really need – a solution. To learn how to more effectively sell solutions, flip through the deck from our How to Solve Advertiser Challenges with Promotions webinar.
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How to Solve Advertiser Challenges with Promotions
- 1. How to Solve Advertiser Challenges with Promotions #PromotionsLab
- 2. PRESENTERS Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120 #PromotionsLab Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Brandy Carter Director of Integrated Sales SmartReach Digital / Entercom bccarter@smartreachdigital.com @BrandyCCarter Sara Droke Director of Emerging Media WPSD-TV sdroke@wpsdlocal6.com @sjdroke
- 3. TWITTER + QUESTIONS Twitter Hashtag: #PromotionsLab Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. #PromotionsLab
- 4. WHO WE ARE #PromotionsLab Increase ROI, Build & Engage Audience
- 5. Case Studies Promotion Examples Playbooks & Worksheets #PromotionsLab secondstreetlab.com/solutions
- 6. THE BIG SHIFT #PromotionsLab
- 7. WHY ONLINE PROMOTIONS? $90 $80 $70 $60 $50 $40 $30 $20 $10 Source: Borrell Associates #PromotionsLab In Billions $0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
- 8. WHY ONLINE PROMOTIONS? $90 $80 $70 $60 $50 $40 $30 $20 $10 $80 Billion by 2017! Source: Borrell Associates #PromotionsLab In Billions $0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
- 9. THIS GROWTH IS HAPPENING BECAUSE…. #PromotionsLab
- 10. “Advertisers want results you can measure those results with promotions.” – Gordon Borrell #PromotionsSummit #PromotionsLab
- 11. #promotionslab Advertisers Want to Activate Consumers
- 12. WHAT ADVERTISERS WANT 1. Generate Leads 2. Drive Foot Traffic 3. Grow Social Engagement 4. Grow Email Database 5. Collect Data #PromotionsLab
- 13. SO WHAT NOW? #PromotionsLab
- 14. NEEDS ANALYSIS 1
- 15. WHY DO A NEEDS ANALYSIS? #PromotionsLab Learn Advertisers Goals Uncover Challenges Build a Relationship Gain Additional Insights
- 16. Questions to Ask “How will you measure success?” Most Important “What are your main goals?”
- 17. PICK THE RIGHT PROMOTION 2
- 20. Share Measureable Results #PromotionsLab
- 21. #PromotionsLab Continue Needs Analysis Discussion
- 22. Promotions Deliver Results #PromotionsLab
- 24. Brandy Carter Director of Integrated Sales SmartReach Digital / Entercom bccarter@smartreachdigital.com @BrandyCCarter
- 25. Grow Facebook Likes, Grow Email List, and Rollout New #PromotionsLab Gift Cards
- 27. THE CAMPAIGN Radio Internet Radio Email Display Ads #PromotionsLab
- 28. RESULTS 1,252 New #PromotionsLab Likes! +12,800% increase in PTA
- 29. RESULTS 562 new email addresses #PromotionsLab
- 30. 1200 1000 800 600 400 200 0 Giftcard Sales Goal Actual Giftcards Sold #PromotionsLab 1000 at $130 a card 500 at $37.50 a card RESULTS
- 31. FIRST YEAR RESULTS $100,000 in revenue #PromotionsLab
- 32. SECOND YEAR RESULTS $148,000 in revenue #PromotionsLab
- 35. WWL APP SPONSOR #PromotionsLab
- 36. #PromotionsLab Grow Email Database, Grow Facebook Likes, and Collect Data
- 38. THE CAMPAIGN Radio Internet Radio Email Display Ads #PromotionsLab
- 40. RESULTS 2,199 email opt-ins #PromotionsLab
- 41. RESULTS 1,284 New #PromotionsLab Likes! 56% entered through mobile
- 42. SURVEY RESULTS #PromotionsLab Did you know Haydel's Bakery has Gluten Free Options? Yes No Did you know Haydel's Bakery makes King Cakes all year long? Did you know we ship worldwide? Yes No Yes No
- 45. SECRET SAUCE • Valuable insights for the advertiser and lead generation • Mobile database, Facebook, and email database growth • Proof through results #PromotionsLab
- 46. Sara Droke Director of Emerging Media WPSD-TV sdroke@wpsdlocal6.com @sjdroke
- 47. Generate Leads, #PromotionsLab Grow Email Database, and Grow Facebook Likes
- 49. QAULIFYING SURVEY QUESTIONS #PromotionsLab
- 50. RESULTS 164 Qualified leads #PromotionsLab
- 51. RESULTS 217 opt-ins #PromotionsLab
- 52. RESULTS 100 Facebook Likes #PromotionsLab
- 53. SECRET SAUCE • Targeted promotion for a niche audience • Survey questions qualified entrants • Follow-up meeting with client to discuss next steps #PromotionsLab
- 54. Grow Email Database and Facebook Likes #PromotionsLab
- 57. RESULTS 1,035 Facebook Likes #PromotionsLab
- 58. RESULTS 753 opt-ins #PromotionsLab
- 60. SECRET SAUCE • Compelling prize for target audience • Heavy social media promotion • Follow-up email immediately after contest ending to opt-in list #PromotionsLab
- 61. Jamie Kinnaird Manager of Contests & Promotions BH Media Group jamie.kinnaird@bhmginc.com @jamkin1120
- 62. Grow Facebook Likes and Email #PromotionsLab Database
- 64. THE CAMPAIGN Custom Banner Advertising/web features/social media mentions to fans deliver your call-to-action visually and socially. #PromotionsLab Call-to-Action message centered around driving traffic to Your Contest Your Exclusive Contest Email Online Advertising Support Facebook Contest App New Fans Commercials/spots/print ads drive people to your Facebook page. Deliver your message to up to 40,000 consumers via email at a fraction of the cost of direct mail advertising. Custom Facebook App allows potential customers to enter your sweepstakes and capture Likes and database information. We will provide custom analytics that demonstrate ROI.
- 66. RESULTS 811 Facebook Likes #PromotionsLab
- 67. RESULTS 750 opt-ins #PromotionsLab
- 68. SECRET SAUCE • Needs analysis conversation to discover advertiser challenge • Relevant prize for the advertiser’s target audience • Heavy promotion to drive entrants to advertiser’s Facebook page #PromotionsLab
- 69. Drive Foot Traffic #PromotionsLab
- 72. RESULTS 371 cards sold #PromotionsLab
- 73. RESULTS Foot Traffic increased #PromotionsLab
- 74. SECRET SAUCE • Drove foot traffic with unique promotion with upsell opportunities • The same, quality ecommerce offer from each course • Heavy promotion in core and digital media #PromotionsLab
- 76. Train Your Team
- 77. Needs Analysis
- 78. Pick the Right Promotion
- 79. Promotions Deliver Results #PromotionsLab
- 80. Share Measureable Results #PromotionsLab
- 82. Case Studies Promotion Examples Playbooks & Worksheets #PromotionsLab secondstreetlab.com/solutions
- 83. QUESTIONS? Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120 #PromotionsLab Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Brandy Carter Director of Integrated Sales SmartReach Digital / Entercom bccarter@smartreachdigital.com @BrandyCCarter Sara Droke Director of Emerging Media WPSD-TV sdroke@wpsdlocal6.com @sjdroke
Notas del editor
- Chaney Comment & questions on Twitter Questions Recording Survey at the end – your feedback is welcomed
- Chaney Comment & questions on Twitter Questions Recording Survey at the end – your feedback is welcomed
- Chaney
- SecondStreetLab.com is your go-to place for industry insights, case studies, promotion examples and downloadable tools to help you be more successful with promotions The URL on your screen will take you to a special page where you can download the advertiser challenges playbook!
- the data from Borrell Associates indicates there has been a massive shift in spend toward promotions:
- This chart from Borrell Associates shows the growth in online promotions spending. We are currently seeing that 40BB is being spent by local advertisers in 2014.
- By 2017 that number will double to 80BB! WHY?
- This growth in online promotions spend is happening Because Advertisers want to be a part of promotions because they ignite interactions with potential consumers in ways that traditional advertising alone can’t duplicate
- Have you noticed your advertisers are expecting more? Advertisers are increasingly keeping score of the number of measurable results they get from their marketing spend, and leads, foot traffic, email addresses, and customer data are all critical to their success. Being able to deliver these results positions you to grow relationships with advertisers in your market.
- Online promotions can Solve advertiser’s problems as They want activation, engagement They want to be more engaged with their audience
- The needs analysis conversation is one of the most important parts of the sales process, and it’s also the one that is skipped the most often. Relationship selling doesn’t cut it anymore for advertisers – your advertisers see so many reps, and they have so little time; you have to be the one that brings solutions to them.
- The goal of a needs analysis conversation is not to go in and sell a spot or an ad – the goal is to understand your advertisers' challenges and goals and to determine how you can move the needle for them in your market by asking the right questions Learn what advertiser wants to accomplish Uncover challenges Build a relationship Gain insights that will help you suggest the right promotion type
- The most important questions you will ask your advertiser are “what are your main goals” and “how will you measure success?” Always start here when talking to your advertiser during the needs analysis stage. These questions will give you the essential information you need to make a good recommendation Plus, taking the time to ask these questions with the advertiser ensures that you will bring relevant results to the follow-up meeting after the campaign has run.
- There's nothing more valuable to an advertiser than a promotion, but it's important that you pitch the right promotions to the right advertisers.
- Each of your advertisers will have different needs and goals, and while you can include survey questions or an email opt-in on the registration form of any promotion you run, each type has its own particular strengths. If multiple promotions would work for an advertiser, pitch an ongoing campaign to solve all their challenges.
- This is a stage many sellers overlook, so separate yourself from the pack and show your advertiser that you’re a true asset to them and informed. It is also critical to building the relationship and demonstrating the effectiveness of your media Here are a couple of tips for things you’ll want to bring with you and do at the follow-up meeting
- Delivering measurable results with promotions renders you invaluable to advertisers, and sets you up to grow your business with them going forward. thnk about how powerful it will be for you as a media company to be in complete control of the questions advertisers ask like: "was it successful“? and "did it deliver the results they expected". ?
- So what is next? Since you’ve delivered results for the advertiser – continue the discussion – what is on the horizon for them in the next quarter? How can you continue to drive results!?
- Remember Promotions delvier results. Today we are going to hear from 3 local media professionals that will walk us through how their promotions most effictiveely solved their adverstiers challenges.
- Let’s jump right in!
- First we are going to hear from Brandy Carter, director of integrated sales at SmartReach Digital a division of Entercom Radio in New Orleans, LA. Brandy spoke at our Promotions Summit back in June and has some great case studies to share with us about her local advertisers. Brandy let’s start with your regional community bank:
- Brandy Growth was exponential
- 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
- 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
- $500 Gulf gift card just in time for Mother’s Days, Father’s Day and Graduation!
- $500 Gulf gift card just in time for Mother’s Days, Father’s Day and Graduation!
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Brandy Growth was exponential
- Thanks Brandy! Next up is Sara Droke – director of emerging media at WPSD-TV in padukah, ky Sara let’s start with your case study from a local hearing aid retailer
- the contest received 359 entries, which was a great result, especially considering the small niche to which we were marketing and the fact that the audience for hearing aids skews older. 45% of all contest entrants) said that they plan to purchase a hearing aid within the next year, and of those, 54% plan to finance their purchase. 96 respondents (26% of entrants), also indicated that they would be interested in a Lunch & Learn event.
- 217 people (60% of entrants) opted in to receive emails from the Audiology & Hearing Center and 55 people (15% of entrants) indicated that they would like to have someone from the center contact them by phone.
- Our final speaker is Jamie Kinnaird, manager of contests and promotions for BH Media! Jamie is going to discuss how a contest and an ecommerce promotion were able to solve advertiser challenges in two differnet sized markets in the BH family. Jamie let’s start with Winston Salem’s advertiser: a local pizza place!
- Advertiser: Mario’s Big Pizza North Carolina WS been successful running a number of facebook contests in their markets. They use the playbooks that Second Street provides. Our sales method is to have that needs analysis
- We ran a Facebook contest for them across all of their locations in the Triad of NC. Post was organically shared 48 times,, immediately increased their traffic and engagement on their page.
- Email sent to WS list of 40k ppl in the triad.
- added over 800 likes in 2 week period, 600 likes on one day (day of eblast)
- .
- 12k circulation paper In our market we are right across the river from Omaha. When ppl want to go golfing they think of Omaha – which leaves our courses a little undertrafficked. Reminded our readers that you don’t have to go across the river to play a good course. You can play all these great LOCAL courses and have a great experience for only $99.
- Our publisher went out and pitched the golf courses to ALL courses himself. print, online, email campaign. Numerous large print ads (1/2 page and bigger print ads), Email blasts to our 11,500 subscriber database, run of site banner ads and banner ads on our daily newsletter. We created a website (southwestiowagolfguide.com), which featured a landing page for each course. We also ran 1/4 –page grouped ads featuring all the courses throughout the promotion. Each course got a feature story in our golf guide special section that published in April 2014.
- That is $32,500k in revenue for the paper!
- New faces. Trying new courses. We are going to pitch the 2015 golf card soon for Christmas Gifts!
- Paid off b/c of the results. Just b/c we are tiny market doesn’t mean this can’t work. PROOF that a small np in a small market can take advantage of a great idea and run with it and it did well for our advertiser.
- So how do you deliver the kind of results that brandy, sara and Jamie have delivered in their markets?
- First – TRAIN YOUR TEAM. We have a wide range of training courses available to you as Second Street clients! From contest planning to ballot sales to DEAL sales – there is a certification for your sales teams that will help them pick the RIGHT promotions and understand the process for delivering results!~
- REmember - relationship selling doesn’t cut it anymore for advertisers - so many reps, so little time; you have to be the one that brings solutions
- Contest, Facebook? Ballot? Ecommerce offer? Align your advertisers goals with the right promotion type to fufill them.
- Remember what Gordon Borrell said at the beginning of our webinar? “Advertisers want results you can measure those results with promotions.”
- Share those measurable results. You have had the needs analysis – you know what the advertiser wanted to get out of the promotion. You are in a position to share the success with them! Use those results as a tool to secure more business and to gain TRUST through proof of results.
- SecondStreetLab.com is your go-to place for industry insights, case studies, promotion examples and downloadable tools to help you be more successful with promotions The URL on your screen will take you to a special page on the Lab with content related to this course While you’re there, we hope you'll sign up for our newsletter and follow us on social media
- Chaney Comment & questions on Twitter Questions Recording Survey at the end – your feedback is welcomed