One of the best ways to succeed with online promotions is to form a year-long strategy and build an integrated promotions calendar that incorporates contests, ballots, deals in with your calendar.
Planning Your Revenue-Generating Promotions Strategy for the Year
1. #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Planning Your 2014
Promotions Calendar
September 23, 2013
2. #PromotionsLab
Presenters
Julie Foley
Director of Affiliate Success - Contests
Second Street
julie@secondstreet.com
@julie_foley
Matt Chaney
Director of Affiliate Success - Deals
Second Street
chaney@secondstreet.com
@mattchaney
3. #PromotionsLab
How to Interact with Us
GoToWebinar™
Questions Panel
Twitter Hashtag:
#PromotionsLab
Note: We are recording this
webinar and you will receive
an email with links to the
recording and the slide deck.
18. #PromotionsLab
Top Deals Store 2012
Quad-City Times
Davenport, Iowa
Cyber Week Store
$154,835 Gross
77 Deals
8,086 Sold
Great
Promotional
Package!
19. #PromotionsLab
Top Stores of 2012
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 Of
20. #PromotionsLab
Deal Cards are Here!
New Deal Product for
Second Street!
Multi-Merchant or
Single-Merchant
High Price Point +
Great Value
Choose your fulfillment
21. #PromotionsLab
Deal 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
31. #PromotionsLab
Promo Codes Case Study: Creating Buzz &
Sales
8x
increase in new
opt-ins vs.
2013 daily avg.
10x
increase in
revenue vs.
2013 daily avg.
Facebook Post
Email
35. #PromotionsLab
Sweepstakes
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
“
Porter Escapes
Toronto Sun | Toronto, Ontario
37. #PromotionsLab
Sweepstakes
17,361 Entries
12,294 opt-ins
71% opt-in rate!
Umbrella Giveaway
WSAZ| Charleston, WV
WSAZ runs this contest every year and our audience loves it. We are able drive traffic
to our site and grow our email list with this big promotion and every year its better
than ever!”
“ - Jack Deakin, Digital Sales Manager
45. #PromotionsLab
Killeen Daily Herald,
Contests + Store
Store Results
• 4x increase in daily
database growth
average
• Cross-promoted store
on contest page
• Store revenue alone
surpassed previous
February
• Total Gross:
over $12K
59. #PromotionsLab
Contests:
Revenue Growth
• Minimum of 2 per year
• Multi-month promotion locks advertisers into
longer contracts
• Pro Football, College Basketball, Auto Racing
Managed Sports
• Minimum of 2 per year
• Look at the top 10 list for ideas
• Kids, Sweepstakes, Couples
• Align with special sections/deal stores
Custom
60. #PromotionsLab
Contests:
Audience Growth & Engagement
• Run as many as you can!
• Run ahead of a big promotion (deal store)
• Utilize “Thank You” codes and survey
questions
Sweepstakes
• Minimum of 2 per year
• Metro + Niche Ballot
• Align with programming or special section
(e.g. Holiday Shopping or Football)
Ballots
62. #PromotionsLab
Deals:
Revenue Growth
• Min. 2 per year
• Reserve for big events, seasonal promotions
• Cyber Week/Holidays, Golf, Summer Fun
Stores
• 2 per year – look at your seasons
• March - Golf
• September – Ski, Spa
Cards
63. #PromotionsLab
Deals:
Audience Growth & Engagement
• Min. 2 per year
• Send ahead of a big promotion
• Engage inactive buyers with a targeted code
Promo Codes
• 1-2 per year
• Free Deal goal – making a big splashFree Deals
64. #PromotionsLab
Stores &
Cards
Free Deals &
Credits
Contests Sweepstakes Ballots
January Free Deal Kids
February Golf
March
Card:
Golf Card
Basketball
April Mother’s Day Contest
May
Promo Code:
Inactive Buyers
June Summer Fun Metro
July
Store:
Summer Fun
Pets
August Free Deal
September Football (Sept-Feb) Spa
October
Card:
Spa Card
Halloween Holiday
November
Promo Code:
Inactive Buyers
Holiday Shopping
December
Store:
Cyber
Monday/Holiday
Store
65. #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
TAKEAWAYS
66. #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
TWO PATHS OF
GROWTH
75. #PromotionsLab
Upcoming Webinars - Ballots
Strategies for Making Money - Tuesday, October 1st, 1pm EST
Ideas for Year-Round Ballots - Tuesday, October 8th, 1pm EST
Voter’s Choice Overview - Thursday, October 31st, 1pm EST
78. #PromotionsLab
Questions?
Julie Foley
Director of Affiliate Success - Contests
Second Street
julie@secondstreet.com
@julie_foley
Matt Chaney
Director of Affiliate Success - Deals
Second Street
chaney@secondstreet.com
@mattchaney
Notes de l'éditeur
Julie
ChaneyComment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
Chaney
You know you should. Like your vegetables.We going to give you a 5-step plan to make it easy.Just make promotions a part of your regular discussion.
If you don’t have a plan, you could find yourself hanging – which leaves you vulnerable to hasty and unstrategic decisions
If you don’t put the right pieces in place, you’ll never reach your goal; these things don’t happen magicallyWe all have the wish to grow revenue, so let’s talk about the ways you can do that
We want you to “Get it right the first time.”So, we’re going to talk about about what to plan and how to plan
DEAL QUALITYDeal quality always mattersNever run a deal just to fill your calendar; with planning, you can be more strategic and thoughtful with your calendarGoal: Great deals tailored to your audience in the right season
KY3Springfield, MOReally understand the power of seasonal promotionsStore Details7/8 – 7/22, two weeks14 deals, 11 of which were recreation dealsTotal Gross Revenue: $43K ($87K for the month)PriceStore: $32 vs. Daily Avg. $17
Matt$39K in promotional value – well worth the investmentThis is almost double what they did last year! They’re laser focused on deal quality, planning and doing strategic stores that make sense
MattHalf 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.
-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 seasonDepending on the market, you could multiple cards per year1 salesperson to focus on it; give to junior repGolf courses - no regular spenders; new revenue$99+ Limited inventory – they commit to x number of rounds of golf per courseValid through the season – launch in April valid thru SeptemberBIG promotional package – sports-focused content; golf programing is ideal; golf special sectionGolf is a sharable deal – people don’t golf aloneRound of golf costs them nothing – upsell on cartTrade deal (unless a single course – that’s a revshare)
MattHalf 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.
This model has been proven to work in markets large and small23 weekpro football pickem contestSo 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. ability to integrate an online solution with a print solution allows this to become a $100k solutionCombination of the power of integrated campaign: email, online, being a VIP picker and in a double truck ad. $100k in revenueSecured 30 sponsors & advertisersProviding 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 FairCommunity sees contest as integral part of the fairWe 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
The Lexington Herald-Leader92K Circulation18K Deals DatabaseDaily Avg. Revenue - $641 vs. $6,330Daily Avg. Opt-ins – 11 vs. 88Only promoted to email database and social mediaCredit DetailsSunday SavingsAvailable for one day – most of them were used between 2pm and midnight480 deposits Last minute push to help them get their revenue goal – $6,305 in sales, 731 deals sold
MattPromo CodeCan be unique or a shared code – like “holidays13”30% of audience are active buyersCincySavers.comRadio cluster in Cincinnati, OHDeposits – 970Sent to: 24K subscribersIncreased active buyers % by a couple of pointsBut most importantly$9,700 investment results in over $25K in purchases, netting them $16K in incremental revenueNearly 1,500 purchases made – averaging 1.5 purchases per person
Promos vs. Daily Average4x over average30% of opt-ins for the year came from three promotionsMarchSome really big deals ran during the same weekLittle CaesarsMarch 21-27 – free pizza from two diff. locations 1,206Sonic - 1,173 totalMay (7-15) – breakfast burrito or jr. sundae, 539 given awayDecember (3-17) – regular burger or ice cream, 634Target a business that reaches the audience that you want to reach or just go broadDon’t repeat the same promotion too often
One umbrella a week for a monthAnnounce winners on the news – growing online and on air audience!
Great name – Big Honking DealsThey run weekly dealsWent from 4 to 9 deals for the monthPromoted it through all channels – social, print, online ads…and even a contest
6 Deals5 MerchantsStore ran three days$2,000 GrossTotal May: $5,370Sales TipThey set up their deals as an entry point for other productsMerchants have a choice whether to get a 50/50 revsplit or 100% of gross proceeds (really 93%) towards future advertising
Promotions:Cover wrap on The PostCover wrap on our free daily650,000+ emails to various local listsResultsSocial sharing drove over 23% of claimsGrew Facebook fans by 149%65% of claims were new signups to The Capitol DealSurrounding deals that week averaged 2x a typical deal
Nathan is a one-man show - So he uses the templates smartly that we provideTop prize Romance Package at Hilton$100 deals creditSecond Prize$75 deals creditsDaily 34 during contests vs. 7 daily in 2012 as a whole$15K for Mother’s Day
Nathan is a one-man show - So he uses the templates smartly that we provide – Top prize Romance Package at Hilton$100 deals creditSecond Prize$75 deals creditsDaily 34 during contests vs. 7 daily in 2012 as a whole338 new $15K for Mother’s Day
Here’s a great exampleAuto Dealer gets his own contest on July 9, - $14k package for next monthGoogleAdWords, YouTube Pre-RollsThe 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, TALK ABOUT HOT, QUALIFIED LEADS
209 people signed up to receive more information from Reynold’s Ford
LaunchedSept 3rd – go online and check it out! 2nd year of holiday best ofBest ofs work really well and they needed more of these types of promotions on their calendar19 counties in their footprints – huge market area. lots of boutiques - SMBsNeeded something for holidays to tap into these retailersAlso needed to breathe new life into their Holiday Gift Guide published in early NovThe 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
Customized POP displays – poster, flier, biz cards, post cards, facebook cover photo, icons, images, logos of various sizes, buttons, table tentsCall it “Promote the Vote” use it as a lead generation tool to reach out to merchants for enhanced listingsPrint ads for gift guideThis 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!
Revenue growthTarget a new audienceEngage an existing audienceTarget a niche audienceIncrease your per deal revenue
Full Promotions Team:MarketingSalesEditorial/Newsroom/Promotions ManagerITSupport
Look ahead two monthsConsider external factorsConsider Internal factorsHistorical data and trendsAlign with other company goals, efforts (sales, marketing/promotions, newsroom)Train your team on the power of promotions (sales/marketing)
Excite your sales teamCreate sales materials to make it easy for repsGive spiffs and bonusesMake promotions a part of the regular sales meetingHave a sales blitz
Work ahead - target advertisers when they’re planning ad budgets, not during their peak seasonGive your reps a roadmap Help build your roster of deals with multi-deal contracts – campaign for the year versus a single dealMore easily plan your next deal store or site themeMeans having a per deal revenue goal in mind
Excite your sales teamCreate sales materials to make it easy for repsGive spiffs and bonusesMake promotions a part of the regular sales meetingHave a sales blitz
But your promotions shouldn’t live in a silo - TIE PROMOTIONS IN WITH WHAT YOU’RE CURRENTLY DOING