Summer Promotions Survival Guide
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Summer brings challenges when it comes to driving new revenue with promotions, but it also bring opportunities. In fact, we’ve seen partners drive over $45,000 with summer promotions! To discover best practices and tips for planning, selling, and administering summer promotions, watch a recording or our Summer Promotions Survival Guide.
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Summer Promotions Survival Guide
- 1. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E T
- 2. PRESENTED BY SECOND STREET#promotionslab PRESENTERS Julie Foley Director of Affiliate Contest Success @julie_foley Liz Crider Affiliate Success Manager @emcrider
- 3. PRESENTED BY SECOND STREET#promotionslab Matt Chaney’s new bundle of joy! Maggie Fiona Chaney April 29th @ 6 pm 7lbs 4oz
- 4. PRESENTED BY SECOND STREET#promotionslab QUESTIONS & TWITTER Follow @secondstreetlab on Twitter! 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, slide deck, resource center and relevant articles in the promotions lab.
- 5. PRESENTED BY SECOND STREET#promotionslab WHO WE ARE Increase ROI, Build & Engage Audience
- 6. PRESENTED BY SECOND STREET#promotionslab secondstreetlab.com
- 7. PRESENTED BY SECOND STREET#promotionslab AGENDA • Summer Spending: By the Numbers • Summer Deal Store Overview • Deal Store Case Studies • Summer Contest Case Studies • Kids and Pets Templates • Summer Promotion Resources • Summer Survival Plan • Q&A Julie Foley, Affiliate Success
- 8. PRESENTED BY SECOND STREET#promotionslab Summer Spending by the Numbers Summer Spending per Child $1,100 2/3 of Families Will Travel by Car 70% of Americans are planning a summer staycation Source:AmericanExpressSpendingandSavingsTracker
- 9. PRESENTED BY SECOND STREET#promotionslab Of the 70% of families planning a staycation… • 46 percent plan to attend a nearby festival or concert • 41 percent plan to visit a local museum • 36 percent plan to eat out at restaurants more often • 20 percent plan to get a spa treatment • 13 percent plan to schedule a golf outing Source:TheNewYorkTimes
- 10. PRESENTED BY SECOND STREET#promotionslab Avoid the Summer Revenue Dip Sales Promo! Sales Promo! Sales Promo! Sales Promo!
- 11. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E T Deal Stores Nick Certa, Sales
- 12. PRESENTED BY SECOND STREET#promotionslab 1. Expand deal offerings 2. Run multiple deals from same advertiser 3. Target niche audience 4. Diversify your deal program marketing 5. Grow list & increase revenue! Why Deal Stores?
- 13. PRESENTED BY SECOND STREET#promotionslab Top Deal Stores 1. Holiday/Stocking Stuffer 2. Cyber Week 3. Golf 4. Destinations/Travel 5. Father’s Day 6. Mother’s Day 7. Home Improvement 8. Kids/Family 9. Summer Adventures/Recreation 10. Best Deals of the Year Matt Chaney, Affiliate Success
- 14. PRESENTED BY SECOND STREET#promotionslab Top Categories Categories Average Revenue per Deal (Gross) Regional Travel $3,776 Recreation: Golf $3,354 Recreation: Attractions $3,239 Recreation: Activity Center $2,296 Events $2,098 Retail: Hobby/Sports $1,963
- 15. PRESENTED BY SECOND STREET#promotionslab Other Categories to Consider Category Camp Grounds Outdoor Activities Mobile Detailing Children Boutiques Water Sports and Rentals Special Foods (butcher, farmer markets) Museums Outdoor Maintenance Grills and Accessories Summer Events, Concerts Winery Tours Liz Crider, Affiliate Success
- 16. PRESENTED BY SECOND STREET#promotionslab Create a Store & Per Deal Goal • Store Goal: $30K – 15 deals – Each deal must reach at least $2,000 (gross) • Store Goal: $15K – 10 deals – Each deal must reach at least $1,500 (gross) Brian Seymour, Support
- 17. PRESENTED BY SECOND STREET#promotionslab Traits of Top Deal Stores Deals fit the theme Complementary deals Healthy price points Deals are in addition to regular sales efforts Keep audience needs/wants in mind Planned months in advance
- 18. PRESENTED BY SECOND STREET#promotionslab Promote Heavily & Create a Shopping Event + =
- 19. PRESENTED BY SECOND STREET#promotionslab Make Sure Your Mobile Site is Ready! 1 in 5 Deals purchases occur on a mobile device (tablet or phone)
- 20. PRESENTED BY SECOND STREET#promotionslab Quad-Cities Times – Kids Store Store Details • Deals: 13 • Advertisers: 13 • Launched on Monday • Ran for 12 Days Email
- 21. PRESENTED BY SECOND STREET#promotionslab Kids Store Results Beauty 7% Dining 23% Recreation 31% Retail 31% Services 8% Category Mix Average Revenue per Deal: $1,658.81 Top Deal: Michaels Fun World Activity Center Total Gross Over $21K
- 22. PRESENTED BY SECOND STREET#promotionslab Sacramento Bee – Summer Fun Store Store Details • Deals: 20 • Advertisers: 18 • Launched on Sunday with full page ad • Ran for 7 days Full Page Ad
- 23. PRESENTED BY SECOND STREET#promotionslab Summer Fun Store Results Recreation 75% Services 15% Event 5% Dining 5% Category MixAverage Price: $48 vs.$18.62 Avg. Revenue per Deal $2,284.65 Top Two Deals: Sacramento River Train & Castle Oaks Golf Club Total Gross over $45K!
- 24. PRESENTED BY SECOND STREET#promotionslab Deal Store Key Takeaways Deal quality remains crucial Promote heavily – include a contest Plan ahead – have a store calendar for the year Use turnkey resources to spice up your site Set a store and per deal goal
- 25. PRESENTED BY SECOND STREET#promotionslab Tell Us About Your Store & Win a Prize success@secondstreet.com Julie Foley, Affiliate Success
- 26. PRESENTED BY SECOND STREET#promotionslab POLL Have you run a summer themed deals store before? • a. Yes! • b. No, but I can't wait to do it this year! • c. No.
- 27. PRESENTED BY SECOND STREET#promotionslab Promotional Credits = Purchases
- 28. PRESENTED BY SECOND STREET#promotionslab Online Retailers Use them All the Time Code: BRTHANKS Code: STYLENOW20
- 29. PRESENTED BY SECOND STREET#promotionslab Our Top Partners Use Them Code: BIRTHDAY Code: SUMMERTIME
- 30. PRESENTED BY SECOND STREET#promotionslab Promotional Code Tips • Keep code short – easier to remember • Tie code to your theme • Give code short expiration window – 14 days or fewer • Include in deal store ads & promotions • Share on social mediaMichelle Anderson, Human Resources
- 31. PRESENTED BY SECOND STREET#promotionslab Accelerate Buying w/ a Minimum Spend Credit Why Min. Spend Credit? Helps raise your average purchase Reduces financial exposure for your program Gives you an option to send out to a large group of consumers Is easy to promote in print and on-air Use Promo Code SUMMERFUN To Get $5 Off Your Purchase of $20 or more
- 32. PRESENTED BY SECOND STREET#promotionslab Your Summer Store & Promo Credit Plan • Optimal Dates to Run – Maximize weekdays – July: 8-22 – August: 5-19 • How long to run your store – 10-14 days – Launch on a Monday • When to sell your store – May and June • Promotional Credit – Include within store ads & promotions – Use min. purchase credit type – $5 for purchase of $20 or more Jack Rosenzweig, Product
- 33. PRESENTED BY SECOND STREET#promotionslabP R E S E N T E D B Y S E C O N D S T R E E T Contests Kelly Travis, Marketing
- 34. PRESENTED BY SECOND STREET#promotionslab List Builders
- 35. PRESENTED BY SECOND STREET#promotionslab UT- San Diego “Movie ticket giveaways have long been our most popular contests. They are easy to produce and launch – using a standard template, we can typically get one of these online in fewer than 15 minutes.” - Jennifer Balanky, Content & Community Manager, U-T San Diego
- 36. PRESENTED BY SECOND STREET#promotionslab U-T San Diego The Power of Email
- 37. PRESENTED BY SECOND STREET#promotionslab Sponsored Contests
- 38. PRESENTED BY SECOND STREET#promotionslab The Arkansas Democrat Gazette
- 39. PRESENTED BY SECOND STREET#promotionslab Template Contests
- 40. PRESENTED BY SECOND STREET#promotionslab POLL Have you run a summer themed contest before? • a. Yes! • b. No, but I can't wait to do it this year! • c. No
- 41. PRESENTED BY SECOND STREET#promotionslab BEST PRACTICES • Mobile • Facebook • Custom Email Campaign • Secure local prize partners • Run a Summer Deal Store Emily Thousand, Affiliate Success
- 42. PRESENTED BY SECOND STREET#promotionslab Contest Key Takeaways Add your opt-ins Promote heavily – include a deal store Plan ahead – have a contest calendar for the year Use turnkey resources Sell a sponsorship
- 43. PRESENTED BY SECOND STREET#promotionslab Resources • Summer Deal Store Saleskit • Store creative • Print & web promo ads • Merchants to consider • Sales PPT deck • Kids and Pet Saleskit • Contest templates • Print & web promo ads • Advertisers to consider • Sales PPT deck • User Manual & FAQs Jen Lauck, Support
- 44. PRESENTED BY SECOND STREET#promotionslab Summer Survival Plan – Store + Contest Deals Store Plan • Optimal Dates to Run – Maximize weekdays – July: 8-22 – August: 5-19 • How long to run your store – 10-14 days – Launch on a Monday • When to sell your store – May and June • Promotional Credit – Include within store ads & promotions – Use min. purchase credit type – $5 for purchase of $20 or more Contest Plan • Schedule at least two list building sweepstakes – Run 10-14 days • Schedule at least one sponsored contest – Run 2-4 weeks – Sell May and June • Include opt-in to build database • Include “SUMMERFUN” promotional credit • Every registrant gets deal credit – min. purchase required
- 45. PRESENTED BY SECOND STREET#promotionslab Q&A Julie Foley Director of Affiliate Contest Success @julie_foley Liz Crider Affiliate Success Manager @emcrider
Notes de l'éditeur
- Julie
- Julie
- The Second Street Promotions Lab is the source for original content about the world of online promotions for the media industry.The Lab features insights, analysis and actionable content from Second Street’s team of deals and contesting experts and other industry insiders covering trends, best practices and real-world case studies.
- Julie
- So if you’re searching for a place to start building a list of advertisers/sponsors and merchants to consider – this would be it!
- Plenty of opportunities to make your revenue line flatter – especially in the summer!Look for dips in revenue – use stores and contests to fill the gapLook at your promotions calendar
- Including deals that might not be able to stand on their Good for advertisersNo out of pocket cost and no risk as usualReceive a lot of additional print & digital promotionGood for customersLots of local deals & big discounts to choose fromCreates a shopping mall & browsing experience
- Half tied to a holiday or specific seasonHalf evergreenLots of good ideas. All of these are solid choices.#10 is going to be a lot higher on this chart in 2013. Seeing lots of sites experiment with this. Look for an upcoming article on two great examples on the SS Lab.
- Retail: Hobby/Sports – outdoor shops, Ace Hardware, camera shops, golfRetail: Garden – nurseries, greenhousesGolf
- Give dad a great experienceGetaway with Mom; keep it drivable; you may have to bend some on restrictions to get these but the pay off is worthRoller skate rink, adventure parks, raceways – celebrate dad as a group – Kelly’s family and paintballTake dad to a local sports event; ticketed events are great deals as a way to kick-off sales or as a way to clear out unsold tickets; food/merchHelp dad try that thing she always wanted to learn – golf lessons, flying fishing, or bowling lessons; better to have a full class than having instructors only teaching to a small groupWineries – this is a personal favorite; these make great gifts – a wine tasting tour or discounts at the winery shop; appeals to that more affluent audience media reachGolf – in season; whether dad goes with the guys or mom or as a family; these are great deals – may get some extra sales from guys also wanting to play (one for them one for mom)Everything from portraits of the kids or your favorite family photo on canvas; these make great deals for a store but probably don’t stand alone wellRetail: Food – butcher shops, specialty foods, Edible Arrangements, bakeriesRecreation – zip line, hot air balloon ride – for the adventurous dad
- Min. of 7-10 dealssome experimentation requiredNursery Deal + National Deal for Garden ToolsHave a deadline – a site was already telling us they’re selling Q3!
- PROMOTE, PROMOTE, PROMOTEStrong Promotional Package + Great Deals = Spending/Excited BuyersLeverage all of your assets - Put a value on themCreate promotion packageOpportunity to showcase custom or unique ad optionsKey selling point
- All sites come mobile-optimized but make sure your mobile branding is turned onReach on-the-go shoppers out enjoying the good weatherStore functionality fully supportedRemind users it is available to themIncorporate mobile site into existing news apps
- 27K circulation Meridian, CT
- Dedicated store emailsLast Chance emailGreat categories – perfect for summerThink about kids and parent activities
- Don’t expect a bad deal to perform better because it is in a store – don’t use filler deals
- Credits induce an action – buying; that’s the main goalRun them year long and especially around storesLots of creative uses and targeting options – celebrate a milestone or bring back inactive buyersToday – the focus is on engaging your audience to spend more during the summer monthsIt is worth the investment!
- Sweeps and giveaways are perfect contest types for growing your database. If you’re going to be running a deal store or want to grow your list over the summer these are the contests you should add to your calendar. Run at least TWO sweeps in July and August. Always include an opt in on the submission page and if growing engagement is part of your social strategy add this contest to facebook!Offer a credit to your deals program as a sweepstakes prize
- Prize: Advance screening passes. UT SD usually gives away 75-100 pairs per movie ticket giveawayPromotiuonal strategy: The newspaper sent an email to their promotional database announcing the contest. In addition they tweeted from their @utcontgestshangle on twitter, posted to their UT contests fb page and added the giveaway to the Ut contests website. ALL DIGITAL ASSETS! Results: 2,075 entries from 1306 unique entrants ad gemeratedpver 250 new email opt-ins from the submission form!
- Check out the graph to see for yourself just how much the email that was sent to UT SD’s promotions database impaceted the total number of contests entries. 22% ofthetotalentriesforthecontestcameinthedaythatthepromotionalemailwassent.
- Memorable moments – Summer memories, travel and vacation photos, Disney getawayPatriotic – 4th of july photos of families, kids, babies and petsMakeover – ugly grill, backyard, win a pool!Recipes – bbq, grilling or picnicWeather and extreme temperature – guess when it will reach 100, guess when the giant block of ice will melt
- Third year running this contest. Already branding this for 2013 NOW!Contest entrants submitted videos of themselves singing the national athemNewspaper recorded and uploaded videos at local mall one day during submission period for those who couldn’t do it on their ownSponsor: law firmPrize: Grand Prize $500 in cash and sang with Ark Symphony Orchestra at Pops on the River on July 4th. 2nd and third got $250 and $100 respectively. Winners were determined by combo of popular vote and panel of judges. Results 57 submissions and over 71,000 votes.
- Great to run ANYTIME!
- Thanks to the advent of iOS 6 and Android Jellybean, toward the end of 2012 it finally became possible to upload photo and video directly from a mobile device to the Internet. mobile photo and video uploading allows for increased flexibility with contesting since users now have the ability to take and upload photo and video on the spot as opposed to having to work through a computer. This gives you the ability to reach your audience where they are.Mobile photo and video uploading is a game-changer for contesting because of the way mobile devices have become integrated with the way people interact with digital media. Nearly half of all American adults (45%) – and a full two-thirds of young adults (66%) – own smartphones and one quarter (25%) own a tablet.photography, is one of the most common activities performed with a smartphone, and 82% of cell phone owners use their phones to take pictures. This ability to take, edit, and immediately upload photos and video lowers significant barriers to contest participation.Take advantage of this newfound versatility to push your contesting program in new directions – just be sure to optimize your contests for mobile Template mobile & tablet version is branded with contest logoCustomize mobile version with sponsor adsPower your mobile strategy! Send an initial invite to your promotions databaseCustomize the “submission received/approved” emailsCustomize the “email friends/entry link” emailSend “voting has begun” emails if applicableSend a results/wrap up emailOffer advertising in exchange for each runner-up and grand prizesPartner with your Deals program to offer credits as prizesAnnounce winners on your website, on Facebook & Twitter, through eBlasts, on-air or in print
- Thanks to the advent of iOS 6 and Android Jellybean, toward the end of 2012 it finally became possible to upload photo and video directly from a mobile device to the Internet. mobile photo and video uploading allows for increased flexibility with contesting since users now have the ability to take and upload photo and video on the spot as opposed to having to work through a computer. This gives you the ability to reach your audience where they are.Mobile photo and video uploading is a game-changer for contesting because of the way mobile devices have become integrated with the way people interact with digital media. Nearly half of all American adults (45%) – and a full two-thirds of young adults (66%) – own smartphones and one quarter (25%) own a tablet.photography, is one of the most common activities performed with a smartphone, and 82% of cell phone owners use their phones to take pictures. This ability to take, edit, and immediately upload photos and video lowers significant barriers to contest participation.Take advantage of this newfound versatility to push your contesting program in new directions – just be sure to optimize your contests for mobile Template mobile & tablet version is branded with contest logoCustomize mobile version with sponsor adsPower your mobile strategy!
- Sell a sponsorshipAdd you opt-insSell a multimedia packageIf using Facebook version make sure you optimize for mobile usersUse template resourcesCombine with a Father’s Day Deal Store
- Julie