Matt Coen presented to Granite Broadcasting in September 2013 on how to drive revenue from online promotions. Here is his deck that covers contesting, deal cards, and ballot promotions.
3. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
4. Source: Borrell Associates, Inc. 2013
$ in Billions
In 2012, businessesIn 2012, businesses
spent 6%spent 6% lessless onon
advertising than theyadvertising than they
had a decade earlier.had a decade earlier.
Ad Spending is Declining
5. Source: Borrell Associates, Inc. 2013
$ in Billions
In 2012, theyIn 2012, they
spent 88%spent 88% moremore onon
promotions than theypromotions than they
had a decade earlier.had a decade earlier.
Promotions are Increasing
28. “Every touch point with a consumer is
an opportunity to capture an email.”
- Tim D’Avis, Digital Director, Quad-City Times and Director of
Digital Media, Lee Enterprises
32. The Washington Post
• 1 in 4 entries came via Social
Boost
• 750,000 emails
• Papa John’s trended on
Twitter
33. The Washington Post
• Pizza Promotion Results
– 132K pizzas were claimed
– 65% of participants became
NEW Daily Deal subscribers
– 25% of claimed pizzas came
through Social Boost
34. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The sandusky Plan
35. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
1. Get Organized.
39. Stores &
Cards
Free Deals &
Credits
Contests Sweepstakes
January Free Deal Kids
Whole New You
Sweeps
February
Store:
Valentine’s Day
March Basketball Spring Break Sweeps
April
Card:
Golf Card
Mother’s Day Contest
May
Promo Code:
Inactive Buyers
Golf Sweeps
June Father’s Day Contest
July
Store:
Summer Fun
Pets
August Free Deal Summer Fun Sweeps
September
Card:
Spa Card
Football (Sept-Feb)
October Best of Contest
Best Of Sweeps (give
away one of everything
in store)
November
Promo Code:
Inactive Buyers
Holiday Shopping
Sweeps
December
Store:
Cyber
Monday/Holiday
Store
46. This contest had amazing results in terms of online entries – over 57,000 submissions
in 8 weeks! It shows how much our readers love to engage with the newspaper and
how many are willing to pick it up to enter a contest.” - Christina Chan, Sales Promotion Supervisor
57,359 Entries
32,691 Opt-ins
27,591 Advertiser Opt-ins
“
Case Study: Toronto Sun
48. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
3. Run Sponsored
Contests.
49. Second Street Managed Contests
Sport
s
Pro Football Season Pro Football Big Game
Golf Auto Racing Pro Basketball College Basketball Pro Hockey
Movie Awards Music Awards Television Awards
College Football BowlCollege Football Season
Awards
Shows
52. Kids & Babies
Cutest Baby Contest
Canton Repository | Canton, Ohio
The sponsors loved the amount of exposure they received through our abundant
promotional efforts and the ad space they received as part of the promotion.”
- Maureen Ater, Marketing Executive
$16,500
Facebook Optimized
“
53. Custom Sports
High School Player of the Week
WQSB-FM | Albertville, Alabama
$1,330 in Revenue
DMA 80
54. Couples
2013 Cutest Couple Contest
The Signal | Santa Clarita, California
This contest helped us start a relationship with a key player in our community that
wasn’t interested in ‘traditional’ local advertising. Since the contest, our partnership
with the mall has continued to grow.” - Vince Johnson, Chief Multimedia Officer“
55. Talent
The FOX 50 Lip Dub Project
WRAZ-TV | Durham, North Carolina
We really want to tap into the local creative community, create teamwork between
students and teachers, and make money in the process. It’s a lot of work, but a lot of
fun at the same time!” - Kevin Kolbe, Creative Services Director
“
56. Pets
Cutest Pet Photo Contest
U-T San Diego | San Diego, California
The Cutest Pet Photo Contest successfully brought together our audience’s love for
cute pet photos, a key sponsor’s love for dogs, and a brand-new print special section
focused on pets.” - Jennifer Balanky, Content & Community Manager
$30,000 in Revenue
2,592 U-T Opt-ins
299 Advertiser Opt-ins
734 Entries
“
57. Mother’s Day & Father’s Day
Father’s Day Grooming Makeover
Radio One | Nationally Syndicated
Exclusive Sponsor
$10,000 in Revenue
58. Halloween
Cutest Costume Contest
Daily Advocate | Greenville, Ohio
Contests like this really push friends and families to step up and register to vote. Each
year the contest participation has grown and sponsors are eager to get on board, so
we must be doing something right!” - Clinton Randall, Webmaster
1,536 Registered Users
$500 Prize Package
Facebook & Mobile Optimized
“
59. Holiday
Holiday Lights Contest
The Signal | Santa Clarita, California
After promoting this contest, we got a call from the Travel Channel asking if they could
feature our contest on one of their Christmas specials. They followed us on our
‘Holiday Lights’ tour, when we travel to participating houses and neighborhoods and
spend time with community members.” - Vince Johnson, Chief Multimedia Officer
“
60. Makeover
Win Your Own Man Cave
The Day | New London, Connecticut
This contest led to great exposure for the sponsors, and also showed off a type of
room that was a new market for all of them.”
$12,000 in
Revenue
614 Opt-ins
“
61. Fishing & Hunting
Show Us Your Whitetail
WQSB-FM | Albertville, Alabama
This contest had good results. We plan to repeat the promotion next year.”
- Ted McCreless, Advertising Sales Manager
8 Sponsors
$10,560 in Revenue
193 Submissions
“
62. Memorable Moments
Scott’s Backyard Barbecue
WROC-TV | Rochester, New York
We’ve been doing this contest for about 5 years now, and it sells out every year.”
- Don Killion, eMedia Manager
$10,000 in Revenue
52 Registered Users
“
63. 1. Who do I want to grow business with?
2. Who needs a fresh idea to maintain or
increase spend?
3. Who would be a good match for target
demo and contest theme?
Identify the Right Sponsors
65. Top 10 Contest Ideas Time of Year
Kids/Babies Year Round
Custom Sports Year Round
Sweepstakes Year Round
Couples Holiday Specific
Talent Year Round
Pets Year Round
Mother’s Day and Father’s Day Holiday Specific
Goodwill Year Round
Halloween October
Advertiser Year Round
66. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
4. Run Advertiser
Contests.
67. Advertiser Contests
What is the difference
between running a contest
on Facebook and an
“agency model” Facebook
contest?
68. Benefits of Running a
Facebook Contest
With An App
New fans Referral features; increased shares
New email addresses Thank You offer redemption
Qualified leads Increased engagement (PTA)
82. Exclusive contest Package
2 Week Campaign
Contest setup on your Facebook Page
Like-Gate
Opt-in for Email Database
1 Full Page Ad
1 Full Color Front Page Strip Ad
Email to 80k members (x2)
Web Display Ads (100k impressions ROS)
Homepage takeover
Table Tents
Total cost: $4,000
83. KTUU-TV
Anchorage, Alaska
$7,500 in Revenue
300% Increase in
Advertiser’s Facebook
Likes
1,064 Advertiser Opt-
ins
Guess Anchorage’s First Snowfall
87. “Last year, we had 20,000 votes and
it took us over 2 weeks to count.
This year, we had over 40,000 votes
and took us a few days. We couldn’t
be more pleased.”
- Len Egdish, Naples Daily News
#voterschoice
96. Featured Deals
Wally Park
News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington
$62,202 in Revenue
$7 for $14.95 deal
97. Killeen Daily Herald Holiday Deals Stores
$16K+
Revenue from holiday deals
$16K+
Revenue from holiday deals
47%
Jump in average per deal
revenue during holidays
47%
Jump in average per deal
revenue during holidays
99. Golf Punch Cards
• UpNorthLive.com
– Traverse City, MI
– NBC/ABC Station
– DMA 119
• Multi-course cards
• 1 Round per Course
• Big promotional package
• $99 per card
Over $175K
& Growing
This Year
100. Takeaways for Elements of a Great Deal
Make Deal Quality a Priority
Review the Top Performing Sub-Categories
Know Which Categories are Evergreen
Use the Deal Quality Checklist
105. • Heavy promotion in print
• Multiple sponsors
• Advertisers participate as VIPs
Pro Football Contest
Result:
$100K in
revenue
Result:
$100K in
revenue
Gordon. This is not just online, everything is involved. If you look at internet & digital media, has utility to support advertising package.
Gordon
Different order
Football
Should you be sitting in the corner? Do you have 80% of your
Provide additional guidance on how they can make $$$ from the databases they’ve developed using our platform – and how to leverage this database with others they have.
Email is center of successful revenue plan overall.
Promotional giveaways to drive email sign-ups Company: The Washington Post & The Capitol Deal Deal Partner: Papa John’s Offer: Free Large One-Topping Pizza and Delivery Contest : Win Pizza for a Year Pizza Promotion Goals Increase email subscriber list for The Capitol Deal Raise trial and awareness of PapaJohns.com Generate Buzz for The Capital Deal in a crowded deals market
Pizza Promotion Schedule The Washington Post used all internal and external channels to promote the offer Washington Post and Express Subway papers wrapped first day of promotion 750,000 emails FB and Google PPC Buy Twitter push PR Push Pizza Promotion Execution Deal ran for three days Promotion leveraged both deals and contests. Social Boost was a difference maker: Rewarded users for sharing with bonus entries After submission they are given referral link Configurable where X referrals gets them X bonus entries
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 Corporate Level Local Level Local Committee Level
Your Plan becomes your advertiser’s marketing plan And puts you at the center of it
The more promotions you run. The more emails Virtuous circle
Prize: 5 $500 gift cards valid at 3 luxury malls Sole intention of building our Deals Facebook following. Over five weeks leading up to the holiday season, we gave away five $500 gift cards valid at three local luxury malls. We promoted the contest on Facebook, with CTA banners on our Deals website and in our daily Deals newsletters, and in weekly dedicated email blasts to our Deals subscribers. The results were amazing…(next slide)
Not only do contests work for advertisers, they work for your media property UT San Diego was featured on our first webinar last week Contesting is something they believe in because of the results it brings This was the result of a Holiday gift card giveaway They do a fantastic job
Photo, video, mp3, etc
Missing brackets
Contests or lotteries created to promote the goods or services of the sponsoring entity.
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.
Pick the right contests Create a list of special sections and events you are already producing in as well as special events that happen in your community
Pick the right contets Keep in mind the Top 10 Contest Ideas when determining what kind of contests should fill up your contest calendar These should be your go-to contest types It doesn’t mean you have to limit yourself, but these are the tried and true
Emily 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
Emily Client’s say “I can run a contest on my own” Comment on your wall to win doesn’t require a Like It doesn’t actually achieve your goals 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
Emily 100% White-Label Unlimited contests on your Page (Sponsored) or your Advertiser’s Pages Run same contest on multiple Pages or several contests at once Like-Gate This means they have to click the Like button before they can see the entry form (PUSH THE BUTTON)
Emily They are the #1 way to grow your Likes
Emily This is just one graph from an advertiser contest, Reginelli’s Pizzeria, which will look more closely at in just a little bit You can see the flatline of the graph, the organic growth See that spike? That is when the contest was activated This kind of graph is what we see over and over again
Emily You can also leverage Facebook to convert those fans into something you own, your email database
Emily This is a great example of an advertiser contest for Duke’s Chowder House They provided an incentive to opt-in – a Buy 1 Get 1 Free meal coupon – if you joined the email database As a result, their opt-in rate was very high
Emily Another really important aspect of contesting is what it does for your engagement Everyone is always talking about “engagement” – well what does that mean?
Emily Again these graphs speak for themselves – you can see a big spike of activity when the contest launched for Reginelli’s What we’re looking at is metric called “People Talking About This” which literally means people on Facebook who are interacting with your page
Emily Again these graphs speak for themselves – you can see a big spike of activity when the contest launched for Reginelli’s What we’re looking at is metric called “People Talking About This” which literally means people on Facebook who are interacting with your page
Matt Now that we’ve got an understanding of the opportunity, let’s talk about how to capitalize on it!
Matt – While sponsored contests make a lot of sense and align with the way sponsors are traditionally sold into promotions, there is an emerging category called Advertiser contests, contests that run on their pages, as opposed to sponsored contests that run on your media property’s page. I know you’ve worked closely with Katie Wilson from the Quad City Times, Emily. Emily – Yes I have! I absolutely love sharing the success The Quad-City Times has been having. Think your magazine can’t make money from contests? Think your magazine can’t sell digital?This is a 50 k circ paper in IA generating 10s of thousands of dollars per Facebook contest in IOWA. I’m not knocking Iowa, that is where my husband is from! But if THEY can do it, you can do it They use 2 different kinds of models, a really unique approach that I haven’t seen many folks doing yet They do shared contests, where multiple advertisers participate in the same promotion And exclusive advertiser contests, where only one advertiser is featured
Emily Exclusive can run anywhere from $4-7 depending on the amount of promotion Brand new business when this contest started
Matt – what do you think are the biggest drivers in making these promotions successful and how are they able to charge more for exclusive contests? Emily Exclusivity – definitely paying a premium for that You’ll note that had 2 emails here – why is that so important?
Matt Advertiser Contests
How do we graphically explain this?
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,
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
-multi offer ‘ punchcards ’ for multiple merchants -great high price point allows you to group similar businesses together to give customers a great value $99-$150 on average per card, straight trade -encourage repeat business and also gives customers opportunity to try new businesses -Multi Merchant cards are great for golf or ski deals -Single Merchant cards are ideal for spas – include several treatments for one great, upscale spa – this will encourage repeat business and grow loyalty -Choose between printed/mailed redemption OR digital/mobile redemption for each campaign you run
Weekdays + after noon on weekends “ Local” season instead of peak season Depending on the market, you could multiple cards per year 1 salesperson to focus on it; give to junior rep Golf courses - no regular spenders; new revenue $99+ Limited inventory – they commit to x number of rounds of golf per course Valid through the season – launch in April valid thru September BIG promotional package – sports-focused content; golf programing is ideal; golf special section Golf is a sharable deal – people don’t golf alone Round of golf costs them nothing – upsell on cart Trade deal (unless a single course – that’s a revshare)
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.
By this point, due to the Fair Photo Cover Contest and our extensive coverage of Fair Week events, the community sees us as an integral part of the fair. Even the Fair Board has started to look to us for ideas about how to successfully promote and manage fair giveaways! We’re certainly looking forward to next year’s Fair Photo Cover Contest. 100k in rev Its an unfair advantage. You’ve got it. So lets take a look at another one
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.
This years results? Print sales up 35% in the preview “Vote for me” special section, DOUBLE the votes in the online ballot and print sales up 10% in the wrap up Winners special section. Combined revenue of $110k of print and online sales for this ballot in 2013 – the largest attendance at the Awards Ceremony Event. $110k. Its an unfair advange that print has over every other medium. So lets take a look at another one!
Launched Sept 3 rd – 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
Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!
Several of their papers that participated in this promotion.
It was a fabulous deal . Indoor waterparks are very popular in our area. And 50% off of family fun on this scale was very attractive We were a flexible partner and we able to offer them aggressive print and rich media promotional consideration We were able to have them send an email on to their database of customers John Rung the prez of Shaw Media getting in his bathing suit to make this deal happen!
Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Call it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings Print ads for gift guide This year they are selling online ads, Facebook PPC, ENHANCED LISTINGS and Finalists/Top Performers in a Holiday themed store!! Goal is $70k this year! Adding Deal revenue on top of that and this could be a $100k promotion in 2013! The power of the print gift guide is something that TV and Radio can’t duplicate. You have an unfair advantage over them. Lets take a look at another one!