This document discusses 5 proven online promotion opportunities for newspapers: 1) running sponsored contests, 2) running advertiser contests on Facebook, 3) running deals promotions, 4) expanding reader's choice ballots, and 5) running niche ballots. It provides examples of each type of promotion and discusses how they can drive revenue, build email databases, and grow audiences. The document emphasizes that online promotions and email are key opportunities for newspapers to engage readers and boost revenue in the changing media landscape.
How Newspapers Can Capitalize on Explosive Online Promotions: 2014 AAN Digital
1. Online Promotions are an
EXPLOSIVE Opportunity
– and Newspapers are Ready
Matt Coen
President & Co-Founder
Second Street
@mcoen
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
@secondstreetlab
2. Today
• 5 Proven Promotions Opportunities
• Expanding Reader’s Choice
• Your Unique Position as a Print Publication
@secondstreetlab
9. Ad Spending is Declining
Source: Borrell Associates, Inc. 2013
In 2012, businesses
spent 6% less on
advertising than they
had a decade earlier.
@secondstreetlab
$ in Billions
10. Promotions are Increasing
Source: Borrell Associates, Inc. 2013
The same year, they
spent 88% more on
promotions than they
had a decade earlier.
@secondstreetlab
$ in Billions
20. Shared Advertiser Facebook
Contest
Christmas in July
$19,250 in Revenue
11 Sponsors
157 – 341 New Likes
per Advertiser
“
We grew revenue by $5,000 in the second version of this SMB Facebook promotion.”
@secondstreetlab
- Katie Wilson, Digital Sales Manager
21. Grizzly Jack’s Grand Bear
Resort
$38,038 Gross
Regional Travel
2-night stay for 6 or 9
guests
@secondstreetlab
27. Daily Activities of US Internet
Users
91% of people
91% of people
check their email
check their email
at least once a day
at least once a day
Source: eMarketer
@secondstreetlab
28. The Impact of Email
70% of
70% of
Submissions
Submissions
@secondstreetlab
40. Stores &
Cards
Contests
Free Deal
January
Free Deals &
Credits
Kids
February
March
Card:
Golf Card
Basketball
Mother’s Day Contest
Promo Code:
Inactive Buyers
May
June
Summer Fun
Store:
Summer Fun
August
Metro
Pets
Free Deal
September
October
Ballots
Golf
April
July
Sweepstakes
Football (Sept-Feb)
Card:
Spa Card
November
Store:
Cyber
December
Monday/Holiday
@secondstreetlab
Store
Spa
Halloween
Promo Code:
Inactive Buyers
Holiday
Holiday Shopping
48. Music Festival & Showcase
Contest
Orange County Register
$15,000 in Revenue
90 Submissions
@secondstreetlab
49. Bar Wars
Gambit
$13,000 in Revenue
3,608 Registered Users
Winning Bar Chose Charity to Receive $1,000
Wrap Party at Winning Bar
@secondstreetlab
50. The FOX 50 Lip Dub
Project
WRAZ-TV
Over $200,000 in Revenue
3rd Annual Contest
44 School Entries
Over 2.2 MILLION votes
@secondstreetlab
51. Cutest Pet Photo Contest
U-T San Diego
$30,000 in Revenue
2,592 U-T Opt-ins
299 Advertiser Optins
734 Entries
@secondstreetlab
52. Win Your Own Man Cave
The Day
$12,000 in Revenue
614 Opt-ins
@secondstreetlab
54. Identify the Right Sponsors
Who do II want to
Who do want to
grow business with?
grow business with?
Who would be a
Who would be a
good match for the
good match for the
target demographic
target demographic
& contest theme?
& contest theme?
@secondstreetlab
Who needs a fresh
Who needs a fresh
idea to maintain or
idea to maintain or
increase spend?
increase spend?
62. Sponsored vs. Agency-Model
On aaMedia
On Media
Company Page,
Company Page,
Sponsor in Branding
Sponsor in Branding
On an Advertiser
On an Advertiser
Page, No Mention
Page, No Mention
of Media Company
of Media Company
@secondstreetlab
64. 14
UGC Photo
Women’s Center Cutest Kid Contest
KKLR | Poplar Bluff, MO
“
This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up
- Carrie Smothers, Digital Director
on the Huffington Post recently!”
This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up
@secondstreetlab Post recently!”
on the Huffington
- Carrie Smothers, Digital Director
74. Exclusive Advertiser
Package Sweepstakes
2 Week Facebook
Facebook marketing consultation
Included
1 Sunday Full Page Promotional Ad
$1,000
3-3 Column x 10” Print Ads
$750
Contest setup on your Facebook Page
$500
Like-Gate
$750
Opt-in for Email Database
$750
Social media mentions
$500
Email blast to 20k members
$1,000
Web Display Ads, 100k ROS impressions
$750
Total Value: $7,000
Cost To You: $5,000
@secondstreetlab
75. Shared Advertiser Package
2 Week Facebook Sweepstakes
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 You: $1,000
@secondstreetlab
76. Shared Advertiser Package
2 Week Facebook Sweepstakes
50
,2 0
26 00
1 Sunday Full Page Promotional Ad
$3,150
$
,
3-3 Column x 10” Promotional Print Ads e = $2,340 5
u
10
Shared email to 80K +
$6,000
en ) = $
v
100k ROS impressions (728x90 promotionalrad)
$2,000
Re er yea
gnpromotionp
Total dominance ai
contest
$2,000
(4
p onue page
Set up and placement n contest
$500
am ve
r C Re
Total Value: $15,990
e
P r ly
Cost To You: $1,000
a
Ye
Facebook marketing consultation
@secondstreetlab
Included
100. “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
101. “Last year, we had 20,000
votes and it took us 2 weeks
to count.
This year, we had over
40,000 votes and took us a
few days. We couldn’t be
more pleased.”
#voterschoice
@secondstreetlab
Len Egdish
115. football fans’ choice awards
The Signal | Santa Clarita, California
$4,000 in DIGITAL
Revenue
1,000+ Opt-Ins
20,000+ Votes
“
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.”
@secondstreetlab
- Vince Johnson, Chief Multimedia Officer
116. best of holiday shopping
Roanoke Times | Roanoke, Virginia
$70,000 in Revenue
Integrated Ballot, Print Special
Section, and Deals Store
“
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
@secondstreetlab
117. state fair top ten
State Journal-Register | Springfield, Illinois
$1,000+
Registrations
“
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
@secondstreetlab
118. family favorites
MetroFamily Magazine | Oklahoma City, Oklahoma
Digital Revenue from
Expanded Listings &
Category Sponsorships
Print Revenue from Thank
You Ads in Print Issue
@secondstreetlab
119. top 92 countdown
KGON-FM | Portland, Oregon
$7,000 Revenue from
Subaru
300 Registered Users
140 Email Opt-Ins
826 Total Write-Ins
@secondstreetlab
Download a coupon
Buy a deal
Enter a contest
Vote in a ballot
Download a coupon
Buy a deal
Enter a contest
Vote in a ballot
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
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
We consistently find this stat to be true across the board.
2nd street works with 100s of major media companies and seeing this consistently
Email is center of successful revenue plan overall.
Revenue growth
Target a new audience
Engage an existing audience
Target a niche audience
Increase your per deal revenue
Full Promotions Team:
Marketing
Sales
Editorial/Newsroom/Promotions Manager
IT
Support
Look ahead two months
Consider external factors
Consider Internal factors
Historical data and trends
Align with other company goals, efforts (sales, marketing/promotions, newsroom)
Train your team on the power of promotions (sales/marketing)
Excite your sales team
Create sales materials to make it easy for reps
Give spiffs and bonuses
Make promotions a part of the regular sales meeting
Have a sales blitz
If entrants shared the Workshop Makeover Giveaway on Facebook, they received 3 extra entries for each person who subsequently entered using their unique link. It was also possible to win a $200 shopping spree by referring the grand prize winner.
Both of these tactics encouraged significant social sharing!
Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
Madison.com promoted the contest in print, as well as in an online beer column, radio interviews, and on Twitter, where users were encouraged to tweet about their picks using the hashtag #beerbracket.
Prizes were awarded randomly to 29 bracket participants, and included a mountain bike, brewery packages, and a variety of gift cards.
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.
It’s also giving fans what they want
Engage new fans and re-engage existing fans, imperative to remaining visible in Newsfeed (Edgerank)
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
Example of a sponsored contest
We’ve seen social boost drive 25% of entries
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
-
If you've got a cute kid who's five or younger, submit a photo of them for a chance to win a prize package worth more than $600!!
Revenue: $3,780
Title Sponsor: $3k
Supporting sponsors: $780
Logo on contest graphics
Daily Facebook posts on all 3 station pages
Live mentions
If your child is voted the cutest, you'll win:
$150 CASH from the Women's Center at Poplar Bluff Regional Medical Center
$100 gift certificate to Tio's Mexican Bar & Grill
$100 gift card to Rugratz Babies & Kids store
One-hour massage provided by Lora Butler at Adkins Chiropractic
$100 gift basket from Will Miller's Flowers
Great package from Sunkissed Tanning Salon
If you've got a cute kid who's five or younger, submit a photo of them for a chance to win a prize package worth more than $600!! If your child is voted the cutest, you'll win:
$150 CASH from the Women's Center at Poplar Bluff Regional Medical Center
$100 gift certificate to Tio's Mexican Bar & Grill
$100 gift card to Rugratz Babies & Kids store
One-hour massage provided by Lora Butler at Adkins Chiropractic
$100 gift basket from Will Miller's Flowers
Great package from Sunkissed Tanning Salon
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
This is ongoing – this isn’t “one and done” – growing your social presence and your database is ongoing
Revenue: $10k for multiple promotions
We gave away tix to Zach Brown Band concert
We gave away a pair country Megatickets (a ticket to every country show that came over the summer)
We gave away a VIP meet n greet for Jana Kramer that was performing at Pembroke Mall
We are getting ready to another one with them too, still confirming the prize
Here we’ve got an example from Entercom Radio where they sold a $500 sweepstakes to a local bank
Generated $18,000 from this one contest!
Brand new giftcard program
Holiday promotion
Looking for people who are holiday shopping
Marketing objective: wanted to double their Likes
Biz Objective: wanted to sell 500 gift cards, average price point 25-50 a card
This was supported by a giveaway of a $500 gift card on their Facebook Page
Emily
1252 new fans
12,880% growth in engagement (PTA, People Talking About This)
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
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.
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.
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
Emily
We’ve got a tip on using Facebook’s Graph Search
Go to Facebook.com/search
Type in “local restaurants” or “local banks”
You’ll get a listing of all the business in your area that have a Facebook Page!
Do you have anything to add Brandy?
Brandy
Best is when they DO have events
Anything that involves food and entertainment – we’ve found this to work really well
Nathan
Holiday-themed deals ran from 12/3 – 12/25 – “Last Minute Gifts” theme
Reps were already pitching holiday print packages
Nathan made sure they had info for holiday/store
If they bought a print ad, include a deal
Or if you don’t want to spend dollars on advertisers, then deals make sense
Revenue per deal during time of the store increased 47% vs. 2012 average ($1097 vs $748)
Review last year’s sales from print section, look to see who is inactive now or who bought last year
Nathan pulls newspaper from last year (two months in advance of the month)
Looking at what advertisers were promoting at the time and see what makes a great ad
Target – anything that would make a good gift – “Would you give this as a gift?”
Retail is a tricky category – focus on something better tied to the store
Shawn
Market Size: 119
Type of card: Golf
Gross Revenue: $175K+
Details: $99
Traverse City, MI Insights
2014 card launching in November
Expecting $225K this year in cards
Gross and net are the same thing for us
Selling 3 regional cards at one time
51 courses
Matt
Matt
Matt
Matt
Matt
Matt
Paper ballots are time consuming, painful
Matt
Doug
How do we graphically explain this?
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.
A deals store is an excellent way to continue making money once
your Voter’s Choice ballot has wrapped up. Your voters chose
these advertisers for awards, so the deals they have to offer are
guaranteed to be appealing to your audience. As always, deals
provide yet another way to engage your audience while driving
even more revenue.
Deal Store
WHEN TO RUN
–As soon as possible after your Voter’s Choice ballot is over and your winners have been announced.
HOW LONG TO RUN
–10-14 Days
WHEN TO SELL
–You should start selling as soon as you know the winners.
PROSPECT LIST
–Approach all of the winners and runner-ups from your Voter’s Choice ballot.
HOW MANY DEALS TO INCLUDE
–Aim for at least 10-15 deals (and remember that you can include multiple deals from the same merchant in your store).
$7,000 in revenue - Dick Hannah Subaru
300 users
140 email opt-ins for KGON
826 total write-ins
Get your advertisers to promote your ballot for you! Create a hashtag and use it in all promotions : #bestofswva #bowawards #bestofndfootball #bestofpreps
Facebook, Twitter, Instagram, Pintrest, Vine! Use social media
Gives YOU something to talk about on your social news feed.
Consumer promoting their favorite.
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.
This model has been proven to work in markets large and small
23 week pro football pickem contest
30 sponsors!
Sponsor photo printed weekly with latest picks and performance to-date in the contest promo/ad section
Sponsors love to be VIPs in their community. Love the PRINT exposure they get for 23 weeks and love the notion of an online contest that drives local readers back to make picks week after week.
So many sponsors that the paper went from a double truck each week to a FOUR PAGE PULLOUT each week. For 23 weeks. Tied back in with the contest that was running online.
Why do you have the advantage?
Your ability to integrate an online solution with a print solution allows this to become a $100k solution
The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
This is a Truly integrated contest that marries the value of online and and the power of print.
Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
So lets take a look at another one.
$100k in revenue
Secured 30 sponsors &
advertisers
Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
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.
Why do you have the advantage?
Your ability to integrate an online solution with a print solution allows this to become a $100k solution
The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
This is a Truly integrated contest that marries the value of online and and the power of print.
Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
So lets take a look at another one.
$100k in revenue
Secured 30 sponsors &
advertisers
Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
This is a ballot promotion – a Best Of or Readers Choice. Historically these have been a print only promotion. Something that has been voted on strictly in print and requires hand counting of ballots and votes to determine winners.
Running these promotions digitally allows you to take what you’re already doing and make it better, faster and easier – allowing you to do more of these promotions and make even more money!
Easily vote and write-in
Allows you to combine digital sales with upgraded listings and ballot sponsorships with your popular print special section!
Examples of print ads that were sold in preview and Thank you special sections.
Why do you have the advantage?
Your ability to integrate an online solution with a print solution allows this to become a $100k solution
The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
This is a Truly integrated contest that marries the value of online and and the power of print.
Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
So lets take a look at another one.
$100k in revenue
Secured 30 sponsors &
advertisers
Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.
Launched Sept 3rd – go online and check it out!
2nd year of holiday best of
Best ofs work really well and they needed more of these types of promotions on their calendar
19 counties in their footprints – huge market area.
lots of boutiques - SMBs
Needed something for holidays to tap into these retailers
Also needed to breathe new life into their Holiday Gift Guide published in early Nov
The holiday gift guide has Editorial around Shopping, Entertaining, Events, Parties, Decorating, Recipes and they wanted a way to crowd source some of that information to make the print piece more exciting.
Created this LOCAL shopping ballot
Voting Categories Shopping Local Bargain Hunting Specialty Shopping Holiday Décor Holiday Pampering Holiday Entertaining 39 subcategories For Voters To Tell Us Who’s The BEST
What’s new this year:
Mobile friendly
Faster vote tabulation and voter tracking
Ability to offer enhanced listings to grow Social Media audience and drive website traffic
Collecting opt-ins for deals program
Using all assets to promote this ballot
In Print and on roanoke.com – including their blog – lots of homepage promotion – even have a “best of” link in top nav!
Facebook and Twitter , Pintrest
Lots of Email
A2 mentions by news
Paid Social Push AND Digital Billboards
Why do you have the advantage?
Your ability to integrate an online solution with a print solution allows this to become a $100k solution
The medium of print that gives you the unlimited and TANGIBLE space that is of value to the customer and that tv, radio, even online can’t replicate.
This is a Truly integrated contest that marries the value of online and and the power of print.
Takes advantage of what is best about the internet (an interactive medium) and ties it right back into print by taking advantage of the best of print.
Combination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad.
Its an unfair advantage. You’ve got it. I hate to say it. Its an unfair advantage.
So lets take a look at another one.
$100k in revenue
Secured 30 sponsors &
advertisers
Providing results for advertisers with FREQUENCY element and leveraging this plan for additional sales.