Expanding Opportunities with Reader's Choice
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This deck is from Matt Coen, President & Co-Founder of Second Street's, presentation at Inland Press Association and Southern Newspapers Publisher Association's Multimedia Solutions Conference.
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Expanding Opportunities with Reader's Choice
- 1. Expanding Opportunities with Reader’s Choice Ballots Inland – SNPA Multimedia Solutions Conference Novermber 8, 2013 DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
- 2. Who We Are
- 4. In Billions Why Online Promotions? Source: Borrell Associates
- 12. But there are some pain points #PromotionsLab
- 16. “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 at The Roanoke Times
- 17. How New Technology Solves These Problems
- 22. “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 at The Roanoke Times
- 23. Bigger Opportunity Than Ever before
- 24. Voter’s Choice Revenue Opportunities
- 27. Category Sponsor
- 28. Online Ads
- 30. Live Event
- 31. Deals Store
- 32. Integrated Campaign • Print • Online • Enhanced Listings • Email Opt-in • Social Media • Mobile • Email Campaign
- 34. The Signal Santa Clarita, CA 8,500 circulation 1.3 MM pv/month signalscv.com
- 39. 2013 “Best of” Results $72,960 Revenue
- 42. Special Section Winners purchased “Thank you” ads $60,000 Revenue
- 44. The Signal Revenue Results
- 45. Ballots: More than just Once a year
- 46. Align with What your already doing
- 48. HOLIDAY
- 50. SPORTS
- 53. COMMUNITY EVENTS
- 57. PARENTING
- 59. WEDDING
- 61. WORKPLACE
- 63. Restaurants
- 65. Case Study: The Roanoke Times
- 66. The Roanoke Times Roanoke, VA 85,000 circulation 7.8 MM pv/month www.roanoke.com
- 70. Promotion
- 72. ONLINE ADS
- 73. BLOG
- 74. SOCIAL MEDIA
- 76. PRINT ADS
- 77. POP CAMPAIGN
- 78. Revenue
- 86. The Roanoke Times Revenue Results
- 88. MOBILE
- 90. LOCAL
- 92. SOCIAL
- 98. LISTS
- 105. SMB ADVERTISERS
- 109. LIVE EVENTS
- 112. Voter’s Choice Revenue Opportunities
Notes de l'éditeur
- Ballots are another promotional tool to increase your potential social community. Email acquisition via ballots can expand your available list of contacts to invite to join social networks as well. Social is really about creating conversations and relationships with your potential customers, engaging and listening which is what ballots do. Really wanted to share a great strategy as we enter Q4
- Julie
- Where the money is going. We all know traditional spend is declining. But did you know that Promotional spend is increasing? Advertisers are looking for campaigns that can excite local audiences. Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!!
- Matt
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- Paper ballots are time consuming, painful
- Matt
- Doug
- http://todd.upickem.net/aux/ux/bigdig/back-end/affiliates_demo/moderate.html#AmericanTitle
- 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,
- The step before you open an upgraded listing 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!
- The step before you open an upgraded listing 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
- This strategy can work for your city wide metro ballot OR a special niche ballot like Best of Prep Sports! A Voter’s Choice live event could be anything from a Tuesday lunch in your company offices to a full red carpet event with an actual awards ceremony. BONUS: Inviting your winning merchants to a Voter’s Choice event and making them feel special relaxes them and introduces you in a fun environment before you go in to discuss their advertising budget for the upcoming year. Naples Daily News Naples, Florida Circulation 61,000 Southwest Florida’s Choice Awards Each year, Naples Daily News caps off their Southwest Florida Choice Awards with an event to celebrate the winners. In 2013, more than 700 people attended. Tickets were sold for $35 in advance or $40 at the door. Each winning merchant received two free tickets. Each winning business also received a certificate, window cling, and license plate cover. The awards were hand-delivered by sales reps the next day, along with a flyer with an offer to feature an ad in the winners special section. As a result, sales increased by 10%!
- 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).
- Here is an example of a midsize newspaper sponsorship package for a large advertiser in your market like a Community Bank
- Always has been a PRINT only promotion. This year they needed more traffic to website, and find a way to make more revenue. 2013: 10K registered users 2012 Votes 2,000 2013 votes: 115k during the 3 week voting period anytime we run a promotion our traffic goes up 10-20%
- Gave this ballot the “car wash”. Integrated promotion - sliding billboard for a few days, Eblast or two to our promotional database. Social, print ads. Its a well known brand so it spread quickly. Made them feel special.. Next year we are going to create some “Best Of Nominee - vote for us” WE didn’t do that this year. Our plan is to print out the fliers to take to the stores to promote the vote. Our merchants wanted things that said they were Nominees. Before it was all write-ins so no one knew who were the top candidates.
- Gave this ballot the “car wash”. Integrated promotion - sliding billboard for a few days, Eblast or two to our promotional database. Social, print ads. Its a well known brand so it spread quickly. Made them feel special.. Next year we are going to create some “Best Of Nominee - vote for us” WE didn’t do that this year. Our plan is to print out the fliers to take to the stores to promote the vote. Our merchants wanted things that said they were Nominees. Before it was all write-ins so no one knew who were the top candidates.
- First year online for The Signal 2012: 2K users
- Is this more Revenue than 2012? significant increase - raised 20% increase. $70k in 2013 Going to run a best of holiday shopping store for our holiday gift guide. Going to do this all year with different themes. Our readers like it - anytime you post things that are “best” ppl engage and so do advertisers. Going to use “Best of Prep Football” as a way to launch our new Prep sports site. Its a great lead generator for our sales reps
- Vote for me! Double truck kickoff ads $265 per print run (3 runs total) for a 3 col x 5” ad Print - Steady with years past. Didn’t effect single copy sales
- 300x250 banner ad - $299 sold 6= $1800 Enhanced listing - $99 Enhanced listing with social buttons - $149 Enhanced listings were last minute sales decision. Could have sold far more. Full promotion (3 print ads, online banner, enhanced listing + social) - $999 Sold 10 enhanced listings Made $3,000k just with expanded listing. Its going to be up all year. Its a great resource for ppl to have at their fingertips. Its CONTENT for our site that keeps ppl coming back. Been an easy sell for our reps b/c everyone wants to be associated with the “best of” brand.
- 13th annual
- Winners page – live on site and how you sold expanded listings to winners will be on site all year. Will promote via social media all year. Whats a couple hundred bucks if it lives on the site all year.
- Always has been a PRINT only promotion. This year they needed more traffic to website, and find a way to make more revenue. 2013: 10K registered users 2012 Votes 2,000 2013 votes: 115k during the 3 week voting period anytime we run a promotion our traffic goes up 10-20%
- Think about audiences you want to engage – advertising categories you want to grow revenue with or special sections you want to take the next level! Weddings, Holidays, Parents, Sports fans – all great themes for your next Voter’s Choice!
- Audience Specific! Here are a few audiences you may consider targeting: - around a certain audience AUDIENCES TO TARGET • Sports Fans • Parents • College Students • Art Aficionados • …and anyone else your company targets!
- Audience Specific! Here are a few audiences you may consider targeting: - around a certain audience AUDIENCES TO TARGET • Sports Fans • Parents • College Students • Art Aficionados • …and anyone else your company targets!
- The Illinois State Fair is a huge deal in our market, and we had previously partnered with the fair for several promotions. In 2013, we wanted to take our involvement with the fair to a new level. The Idea We decided to create a State Fair Top Ten ballot that would allow our readers to share their favorite things to do at the fair. We promoted to the entire region, and we were blown away with the response.
- The Execution People could either vote for their existing favorite in each category – we pre-seeded the ballot before it launched – or, if they didn’t see their choice, they could add a write-in vote. Those who registered for the ballot and voted on their top choices were automatically entered in a sweepstakes for several prizes. The grand prize winner received 2 Mega Passes to the Illinois State Fair, as well as 2 tickets for grandstand seats to a performance at the Fair My vote for fav food is the CORN DOG!
- The Results We received more than 1,000 registrations from an area covering several states and as a result of the ballot we were able to secure new partnerships with a local bank and the Springfield Mass Transit District as well as many other small businesses and vendors. Furthermore, 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 that the State Journal-Register puts together to release before the fair (you can see the cover of the guide on the right). This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on our Facebook Pages. These sweepstakes enabled us to increase the number of Facebook Likes on the State Journal-Register Page from 9,500 to 12,150 – a 34% increase – in 60 days, and to grow the number of Likes on our Greater Springfield DailyDeals Page from 300 to over 3,000 in just 6 weeks!
- Category Driven Like Best of Business Help Us Honor the Most Family-Friendly Businesses in OKC & Be Entered to Win a Weekend Getaway to the Gaylord Texan Resort! MetroFamily’s Family Favorites awards program is back and better than ever! This year, the program offers the opportunity to honor businesses in more than 80 different categories. The purpose of Family Favorites is to allow you to tell fellow parents which businesses do an outstanding job serving local families.Plus, if you complete 35 of the categories included on the ballot, you will automatically be entered to win a holiday family getaway to the Gaylord Texan Resort in Grapevine, Texas! The getaway includes two-night accommodations for up to four people, plus the complete Christmassy Dreamworks Experience—including admission to ICE!, Dreamworks character meet-and-greets and more. The getaway package is good from November 14, 2013 through January 4, 2014 and is valued at $900!
- Charlotte Wedding presents the inaugural Best of Wedding (BOW) Awards! The goal is to showcase the best wedding and events businesses in the Charlotte area. BOW Awards Survey in which we invite only professionals in the business to vote on who they think is the best in town
- Another Voters Choice from Springfield Journal Register.
- The Roanoke Times The daily newspaper for 19-counties across Southwest Virginia. One of the best-read newspapers in the U.S. Circulation Average Daily: 67,300 Average Sunday: 85,000 Readership: consistently ranked in the top 10 for metro area penetration by Scarborough Research Average Daily: 177,700 Average Sunday: 230,100 Online Traffic Average monthly uniques: 732,500Average monthly pageviews: 7.8 million
- Goals of program: Play to our strength of great local content, with a specific focus on the many great communities in our region and what they have to offer for the holidays Improved voter experience (Check!) Year over Year Revenue Growth Year over Year Ad Growth New Business Revenue Launched Sept 3rd 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 Gift Guide published in early Nov that goes along with it Editorial around Shopping, Entertaining, Events, Parties, Decorating, Recipes Last year used survey monkey - and this year Tammy Burdick set it all up alone - very easy to use What’s new this year: Intuitive, easy to use design Mobile friendly Faster vote tabulation and voter tracking Ability to offer enhanced listings to grow Social Media audience and drive website traffic
- Votes Users Write ins Merging was easy – write ins weren’t as scary as we thought they would be.
- Collecting opt-ins for deals program
- Best Of section in nav bar. MAKES IT EASY TO FIND
- Utilizing our own internal resources to promote. 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 Newsroom Blog Lots of Email A2 mentions by news
- Newsroom has a blog. They promoted it when it launched.
- Sent original email to their circ list. Not great response. Sent this email to their promotions email list and saw a huge bump! 217 ppl who entered as a result of that email that went out. THAT IS 22% of total entries coming from an email!!!!
- Print Ads
- Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tents Lots of POP sales this year - “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listings
- and there is an online upsell allowing them to feature their business on the online ballot as well. Those who choose the online option also receive a link from the ballot back to their own website. Social Interactive Map Link to their website Phone number and address Logo 16 sold $1,600 Revenue
- Category Sponsorship – Short amount of time and a valuable audience Sold 6 at $600 each
- What is Facebook PPC? Reseller of these – worked with a broker. 2 sold = $800 revenue
- Started to sell – will know winners on the 14th All about the holidays. More than just your general holiday gift guide. Lots of editorial. More than shopping. What do ppl want to help them with the holidays. Example of content – a section that is appealing and interesting.
- we ended up doing a whole page just for shops in Lexington, which is a great shopping destination and home to a few colleges. We have more of these pages planned for this year, along with content from news to help those who decided to take a day trip. Let them know about the best places to eat, where there is parking, and any community holiday events they should check out.
- infographic on how to choose a fresh Christmas tree. Holiday Lights info How much in 2012 in print? 51,000 How much have you sold in 2013? On track to make more this year.
- IN 2012 we didn’t do an official “deals store” we just did some different messaging/branding for the holidays. We made $16,450 revenue from Black Friday – Christmas Eve. which is a fairly typical month for us. Can’t wait to see what we do this year when we go after it with a real Deals Store! Planning Cyber Week store Dec 2-6th General Holiday Deals Store up through Christmas Will be built off of the Best Of Shopping but not limited to winners – will be the basis of our prospect list.
- Always has been a PRINT only promotion. This year they needed more traffic to website, and find a way to make more revenue. 2013: 10K registered users 2012 Votes 2,000 2013 votes: 115k during the 3 week voting period anytime we run a promotion our traffic goes up 10-20%
- Smartphone VC on tablet
- Find two more examples
- 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.
- Update to show buzz feeds’ name
- Update to show buzz feeds’ name
- http://www.newyorker.com/online/blogs/books/2013/08/10-paragraphs-about-lists-you-need-in-your-life-right-now.html
- http://www.stltoday.com/sports/other/setting-the-record-straight-top-moments-in-st-louis-sports/article_c2bbd8f4-c7a4-11e1-8381-001a4bcf6878.html
- 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.
- 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,
- Think about audiences you want to engage – advertising categories you want to grow revenue with or special sections you want to take the next level! Weddings, Holidays, Parents, Sports fans – all great themes for your next Voter’s Choice!