Online Promotions are an EXPLOSIVE Opportunity
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This document discusses the opportunities for online promotions, specifically through parenting magazines. It notes that online promotions revenue has grown significantly in recent years. Some key opportunities discussed include running sponsored contests, advertiser contests on Facebook pages, and expanding reader's choice programs. Various case studies are presented of publications that saw substantial revenue increases from implementing online promotions strategies like contests and reader's choice programs. The presentation encourages the use of email and social media to promote contests and build audience engagement and new subscriber databases.
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Online Promotions are an EXPLOSIVE Opportunity
- 1. Online Promotions are an EXPLOSIVE Opportunity & Parenting Magazines are Ready Stephanie Carey | Business Development | Second Street | @SCareyOnline D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 2. Stephanie Carey Your Promo(ons Revenue Yoda! @secondstreetlab
- 3. Our Partners @secondstreetlab 3,000 media companies & growing
- 6. THE MAJOR SHIFT D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 7. Why Online Promotions? $90 in Billions $80 $70 $60 $50 $40 $30 $20 $10 $0 2008 2009 @secondstreetlab 2010 2011 2012 2013 Source: Borrell Associates 2014 2015 2016 2017
- 8. START WITH EMAIL D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 9. $3MM from Email Contests Deals $500,000 $500,000 Newsletters & Ads $2,000,000 @secondstreetlab
- 11. @secondstreetlab
- 12. Daily Activities of US Internet Users 100% 90% 80% 70% 60% 50% 91% of people check their email at least once a day 40% 30% 20% 10% 0% Pinterest YouTube Instagram Twitter Facebook Text Email Source: eMarketer @secondstreetlab
- 13. The Impact of Email Contest Submissions by Day 400 350 300 70% of Submissions 250 200 150 100 50 0 Day 1 Day 2 @secondstreetlab Day 3 Email Sent Day 5 Day 6 Day 7
- 14. Email + Promotions Promotions Build Your Email Database @secondstreetlab An Engaged Database Drives Promotions Revenue
- 15. Mobile + Photo Contests @secondstreetlab
- 16. PLANNING IS CRUCIAL D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 17. @secondstreetlab
- 18. @secondstreetlab
- 20. OPPORTUNITIES FOR ONLINE PROMOTIONS D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 21. 1 D R I V I N G RUN SPONSORED CONTESTS R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 23. U-T San Diego $30,000 in Revenue @secondstreetlab
- 29. Omaha World Herald $75,000 in Revenue @secondstreetlab
- 33. PROMOTIONS + PRINT D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 34. The Daily Advocate Greenville, Ohio 7,000 Circulation @secondstreetlab
- 35. Contest Photos in Fair Magazine @secondstreetlab
- 38. Identify the Right Sponsors Who do I want to grow business with? Who would be a good match for the target demographic & contest theme? @secondstreetlab Who needs a fresh idea to maintain or increase spend?
- 39. Exclusive UGC Contest Sponsorship Package Branded Micro Site $500 ½ Page Horizontal Ad 10” X 5” $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 Web Display Ads, 100k ROS impressions $750 Total Value: @secondstreetlab $1,000 $5,500
- 40. 2 D R I V I N G RUN ADVERTISER CONTESTS R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 41. What is a Facebook Contest? Contest App @secondstreetlab
- 43. Entry Form Visible after Page is ‘Liked’ @secondstreetlab
- 44. Expand Reach with Social Boost @secondstreetlab
- 46. Sponsored vs. Agency-Model On Media Company’s Page, Sponsor in Branding On Advertiser’s Page, No Mention of Media Company @secondstreetlab
- 47. 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013 @secondstreetlab
- 48. SMB Social Media Goals Find new customers& leads: 72% Facebook Contesting Opportunity @secondstreetlab Source: Manta Other: 28%
- 50. @secondstreetlab
- 51. Identify Hot Leads When are you considering a new vehicle purchase? 35 30 25 20 15 10 5 0 Next month @secondstreetlab Next 3 months Next 6 months
- 52. Quad-City Times $14,000 in Revenue @secondstreetlab
- 54. Quad-City Times $19,500 in Revenue @secondstreetlab
- 55. @secondstreetlab
- 56. 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: Cost to Advertiser: @secondstreetlab $15,990 $1,000
- 57. @secondstreetlab
- 58. Exclusive Agency-Model Sales Package Facebook Marketing Consultation $500 ½ Page Spread 20.2” x 5” $1,000 ½ Page Horizontal Print Ad 10” x 5” $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: @secondstreetlab $6,500
- 59. Shared Agency-Model Sales Package Facebook Marketing Consultation $500 1 Full Page Promotional Ad $3,150 3 ½ Page Horizontal Print Ads 10” x 5” $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: Cost: @secondstreetlab $13,500 $1,000
- 60. 3 D R I V I N G EXPAND READER’S CHOICE R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 61. @secondstreetlab
- 62. @secondstreetlab
- 63. “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
- 64. REVENUE OPPORTUNITIES D R I V I N G R E V E N U E @secondstreetlab | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
- 70. Vote for Me & Thank You Ads @secondstreetlab
- 73. The Signal $75,000 in Revenue ü $75,000 in Revenue" @secondstreetlab ü 115,000+ Votes"
- 75. Naples Daily News $110,000 in Revenue @secondstreetlab
- 77. MetroFamily Magazine 81% Increase in Sales @secondstreetlab
- 78. 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 $1,000 - 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 Web Display Ads, 100k ROS impressions $750 Total Value: $6,400 @secondstreetlab
- 79. @secondstreetlab
- 82. Name an advertiser you’d like to get more revenue from Don’t be shy! @secondstreetlab
- 83. Let’s pick the right promotion for them. @secondstreetlab
- 84. Exclusive UGC Contest Sponsorship Package Branded Micro Site $ ½ Page Horizontal Ad 10” X 5” $ Contest setup on your Facebook Page $ Like-Gate $ Opt-in for Email Database $ Social media mentions $ 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 $ Web Display Ads, 100k ROS impressions $ Total Value: @secondstreetlab $
- 85. Sweepstakes Sponsorship Package Print Ads $ Social media mention $ Opt-in for Your Email Database $ Survey question $ Social Media Mentions $ Email to Database of XK $ Web Display Ads $ Total Cost: @secondstreetlab $
- 86. Exclusive Agency-Model Sales Package Facebook Marketing Consultation $ ½ Page Spread 20.2” x 5” $ ½ Page Horizontal Print Ad 10” x 5” $ Contest Setup on Facebook Page $ Like-Gate $ Opt-in for Your Email Database $ Social Media Mentions $ Email to Database of 20K $ Web Display Ads, 100k ROS impressions $ Total Cost: @secondstreetlab $
- 87. Stephanie Carey stephanie@secondstreet.com | 314.880.4903 | @SCareyOnline secondstreetlab.com/pma @secondstreetlab @secondstreetlab