Calendar Check-In - Q2
4 Feb 2015•0 j'aime•1,061 vues
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if you want to achieve your revenue and audience goals, you need to plan out your promotions strategy for the next quarter ahead of time. Fortunately, building an integrated promotions calendar that incorporates contests, ballots, and deals doesn’t have to be a complicated process. Learn how simple it can be in the Calendar Check-In webinar for Q2.
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Calendar Check-In - Q2
- 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 Calendar Check In February 2015
- 2. #PromotionsLab Matt Chaney Affiliate Success | Second Street | @MattChaney | chaney@secondstreet.com Welcome Liz Crider Affiliate Success | Second Street | @emcrider | liz@secondstreet.com
- 3. #PromotionsLab Questions and Recording Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
- 4. #PromotionsLab Follow us @secondstreetlab Want to win an exclusive prize? Top Tweet wins! #PromotionsLab
- 5. #PromotionsLab Who We Are
- 6. #PromotionsLab 3,000+ Media Partners
- 7. #PromotionsLab WHY YOU NEED TO PLAN THROUGHOUT YEAR
- 8. #PromotionsLab Engage Your Audience Be Focused on the RIGHT Things
- 9. #PromotionsLab Goals = Road Map to Success
- 10. #PromotionsLab Grow Your Database Sell Efficiently
- 11. #PromotionsLab Drive Significant Revenue Drive Significant Revenue
- 12. #PromotionsLab Q1 CHECK IN
- 13. #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 BASKETBALL PROMOTIONS HOW TO DRIVE REVENUE & RESULTS WITH STILL TIME!
- 14. #PromotionsLab Bracket: Three Games in ONE!
- 15. #PromotionsLab Sweepstakes
- 16. #PromotionsLab Ballots
- 17. #PromotionsLab Quizzes & Trivia
- 18. #PromotionsLab secondstreetlab.com/bball
- 19. #PromotionsLab GEAR UP FOR Q2
- 20. #PromotionsLab Monthly Breakdown
- 21. #PromotionsLab APRIL Promotion Categories to Focus On Golf Spring
- 22. #PromotionsLab Golf for Every Audience Golf Card What’s Your Golf Game Like Quiz Fantasy Golf Pick’em
- 23. #PromotionsLab Why Cards? Cards Top Examples Golf Spa Ski Food & Dining Audience Broad Shelf Life Months
- 24. #PromotionsLab WISE-TV Fort Wayne, IN | 2014 & 2015 Golf Cards
- 25. #PromotionsLab WISE-TV Fort Wayne, IN | 2014 & 2015 Golf Cards $112K+ 2014 REVENUE
- 26. #PromotionsLab Why Quizzes? Quizzes Top Examples Personality Trivia Quiz Entry Low Audience Targeted Broad Engagement High Shelf Life Weeks
- 27. #PromotionsLab
- 28. #PromotionsLab Why Pick ‘Ems? Managed & Custom Pick ‘Em Top Examples Pro Football College Basketball Award Shows Golf Contest Entry Medium barrier Audience Targeted Engagement High Shelf Life Months
- 29. #PromotionsLab Madison.com Madison, WI | Mulligan Match Up
- 30. #PromotionsLab
- 31. #PromotionsLab $100K+ REVENUE 682 USERS Madison.com Madison, WI | Mulligan Match Up
- 32. #PromotionsLab Spring is FINALLY Here! Spring Cleaning Sweepstakes Yard Makeover Photo Contest
- 33. #PromotionsLab Why Sweepstakes? Sweepstakes Top Examples Cash Gas Grocery Movie Tickets Contest Entry Low barrier Audience Broad Engagement Low Shelf Life Days
- 34. #PromotionsLab RochesterMN.com Rochester, MN | Shape Up for Spring
- 35. #PromotionsLab RochesterMN.com Rochester, MN | Shape Up for Spring 355+ OPT-INS 1,200 ENTRIES
- 36. #PromotionsLab Why Submission Contests? Submission Top Examples Kids/Babies Pets Couples Talent Contest Entry High barrier Audience Targeted Engagement High Shelf Life Weeks
- 37. #PromotionsLab Grand Island Independent Grand Island, NE | Ugliest Yard Contest
- 38. #PromotionsLab Grand Island Independent Grand Island, NE | Ugliest Yard Contest 1,000+ OPT-INS 1,699 VOTES
- 39. #PromotionsLab Grand Island Independent Grand Island, NE | Ugliest Yard Contest $5,000 revenue
- 40. #PromotionsLab Sample April Promotion Calendar Promotion Month Sponsor Revenue Golf Pick’em April Kickoff Automotive, Financial $15,000 Golf Card April - August Golf Courses, Retail $75,000 Quiz “What’s Your Golf Game Like?” April - June Automotive, Food & Beverage, Golf Courses $5,000 Spring Cleaning Sweepstakes April Cleaning Services, Landscaping, Home Decor $5,000
- 41. #PromotionsLab MAY Promotion Categories to Focus On Mother’s Day Baseball
- 42. #PromotionsLab Mother’s Day Photo Contest Spa Card
- 43. #PromotionsLab Post-Register Idaho Fall, ID | Mommy & Me
- 44. #PromotionsLab Post-Register Idaho Fall, ID | Mommy & Me 712+ OPT-INS 3,655 VOTES
- 45. #PromotionsLab Bellevue News-Democrat Bellevue, IL | Spa Card
- 46. #PromotionsLab Bellevue News-Democrat Bellevue, IL | Spa Card $10K+ REVENUE Ran 2x Holiday & Valentine’s Day
- 47. #PromotionsLab Baseball Season is BACK! Quizzes
- 48. #PromotionsLab WDAF Kansas City, MO | Which Royals Player Are You?
- 49. #PromotionsLab St. Louis Post Dispatch St. Louis, MO | Which Cardinals Player are You?
- 50. #PromotionsLab Sample May Promotion Calendar Promotion Month Sponsor Revenue Mother’s Day Photo Contest May Jeweler, Florist, Restaurant, Spas $7,500 Spa Card May Spa $10,000 Quiz “Which Baseball Player Are You?” April- October Automotive, Restaurant, Sporting Goods, Financial $5,000
- 51. #PromotionsLab JUNE Promotion Categories to Focus On Father’s Day Summer Fun
- 52. #PromotionsLab Father’s Day Photo Contest Golf Card Re-boot
- 53. #PromotionsLab St. Louis Post-Dispatch St. Louis, MO | Father & Son Look-alike Contest
- 54. #PromotionsLab St. Louis Post-Dispatch St. Louis, MO | Father & Son Look-alike Contest 1,139 OPT-INS 1,187 VOTES
- 55. #PromotionsLab WISE-TV Fort Wayne, IN | 2014 & 2015 Golf Cards $112K+ 2014 REVENUE
- 56. #PromotionsLab Summer Fun Restaurant Theme Week Summer Sweepstakes Summer Ballot Summer Fun Quiz
- 57. #PromotionsLab Why Theme Weeks? Theme Week Top Examples Food Entertainment Geographical Seasonal Audience Broad Shelf Life 3-5 Days
- 58. #PromotionsLab KY3-TV Springfield, MO | BBQ Theme Week
- 59. #PromotionsLab KY3-TV Springfield, MO | BBQ Theme Week $20K REVENUE Sales Focus for Team!
- 60. #PromotionsLab WRTV Indianapolis, IN | Summer Road Trip Sweepstakes
- 61. #PromotionsLab WRTV Indianapolis, IN | Summer Road Trip Sweepstakes 5,820 OPT-INS 5,960 ENTRIES
- 62. #PromotionsLab $10,000 revenue WRTV Indianapolis, IN | Summer Road Trip Sweepstakes
- 63. #PromotionsLab Family Favorites or State Fair Ballot
- 64. #PromotionsLab KAKE-TV Wichita, KS | How Well Do You Know KC? Trivia Quiz
- 65. #PromotionsLab Other Quiz Ideas… Where Should You Go for Summer Vacation? What Ice Cream Flavor are You?How Well Do You Know Your City?
- 66. #PromotionsLab Sample June Promotion Calendar Promotion Month Sponsor Revenue Father’s Day Photo Contest June Automotive, Home Improvement, Sporting Goods $7,500 Golf Card Reboot April - August Golf Courses, Golf Retail $75,000+ BBQ Theme Week June BBQ Restaurants $10,000 Staycation Ballot June-July Financial, Auto, Hotels, Regional Travel, Museums $10,000 Quiz “What Ice Cream Flavor Are You?” June Ice Cream Shop, Local Neighborhoods $5,000
- 67. #PromotionsLab RESOURCES
- 68. #PromotionsLab Contest Planning Ecommerce Planning Ballot Planning
- 69. #PromotionsLab Contest Sales Deal Sales Ballot Sales
- 70. #PromotionsLab Sweepstakes Admin National Sports Admin Ecommerce Admin Submission Admin
- 71. #PromotionsLab
- 72. #PromotionsLab
- 73. #PromotionsLab Playbooks
- 74. #PromotionsLab Downloadable Planning Calendar secondstreetlab.com/calendar
- 75. #PromotionsLab WEBINAR TAKEAWAYS
- 76. #PromotionsLab Start Planning Now!
- 77. #PromotionsLab Find the combination that works for you.
- 78. #PromotionsLab Set measurable & time-bound goals.
- 79. #PromotionsLab Sign up now: April 2 4p ET secondstreetlab.com/checkin
- 80. #PromotionsLab Give Quizzes a Try
- 81. #PromotionsLab Matt Chaney Affiliate Success | Second Street | @MattChaney | chaney@secondstreet.com Ask us Anything! Liz Crider Affiliate Success | Second Street | @emcrider | liz@secondstreet.com
Notes de l'éditeur
- Liz Welcome Happy for you to be here Today we are going to discuss how print media can drive big revenue with reader’s choice ballots
- Name A part of our Affiliate Success Team here at Second Street Moderator Super excited about our rock star panel today who’s going to share their insights into how their having some tremendous success with ballots First a couple of housekeeping
- We are recording this webinar, so anyone who registered will automatically receiving an email with links to that and our key takeaways We also encourage you to ask questions throughout the webinar. Just post those questions into the chat box of the GTW panel on the left of your screen We will have staff members monitoring that. And we’ll also save some time at the end to answer a couple with our panel.
- You can also make comments and asks questions via Twitter. Just use the hashtag #promotionslab, as you seen the on the screen. This will also be on each of the slides in the bottom left And we’re going to be giving away a prize to our top tweeter, so fire up your Twitter accounts and get ready. We also encourage you to follow us @secondstreetlab www.secondstreetlab.com Twitter: @secondstreetlab www.facebook.com/secondstreetmedia We can answer questions on Twitter if we don’t get to them on the webinar.
- At little bit about Second Street. We are a software and technology company working with local and national media companies around the country to help increase ROI by Building & Engaging their audiences through our suite of products
- And we are proud to work with our 3,000+ media partners spanning all mediums and representing both markets large and small. And everything in between. I see that several of you on the call are current Voters Choice partners and I know you will learn some things from our panel today that will help you increase your readers choice revenue even more, and I know just as many of you out there are considering Voter’s Choice and I hope you will hear today about how your colleagues in the industry are seeing phenomenal growth by taking advantage of Voter’s Choice. Just wait and see what our panelists are doing with ballots. Its phenomenal! I’m so excited. Let’s jump on in.
- Liz
- Liz – There are so many options out there- and we are going to show you several – but make sure you are looking at the right htings at the right time. We know that the categories we are showing you today are the big ones – the winners – but you don’t have to do eerything - pick what works for you – what you can accomplish – and do it well – then next time – turn it up a notch
- Liz Having a plan is truly your Blue print for success; your road map – we want to walk you through what you need to be successful – you can do this – you can generate revenue – but a good plan will get you there
- Liz A plan is also going to be great for your sales people – we have several partners tell us that a plan takes the guess work out of selling – it allows their team to focus on the right things at the right time
- Liz And really – all of these culminate in generating big revenue for you – have a plan, know where you are going, sell efficiently and you WILL see big dollars.
- Chaney
- Chaney With the tournament a little over a month away, you still have time to take advantage of this huge opportunity. There are lots of ways to grow revenue and engage your audience around college basketball. Let’s take a look at a couple of those.
- Chaney Not only will it allow your users to pick upfront, the traditional model with 64 teams Where you can make your picks before the start of the tournament Keep in mind this doesn’t negate any of your picks in your Upfront bracket – the Round of 16 and Round of 4 are 2 standalone brackets with new picks and more prizes The BEST PART- People don’t have to register more than once - This is all within one game AND it’s Customizable - if you just want to run one 64 team upfront bracket contest - you can This is optional – But we’re really excited about it because it gives people more chances to play and win Each game has an opportunity to win national prizes and local prizes
- Chaney Sweepstakes are flexible and easy to execute. They’re the workhorse of contests. When paired with a local great prize, they can boost both your email database and social media activity. All of that engagement also translates into great branding for your advertiser, a way to gather consumer insights via survey questions, and of course, helping them build their database with an opt-in.
- Chaney Ballots are a great way to engage your audience. A basketball ballot could include categories like Best Coach, Best Buzzer-Beater, Best Mascot, or Best Student Section just to name a few. Here we have an example of niche ballot from the Westerly Sun in Westerly, RI who created a high school basketball MVP ballot. What a perfect local tie-in for a market that may not have a team in the tournament, but that wants to tap into all of the buzz around basketball. In case you can’t see it, they also had a local credit sponsor, so there’s also definitely money to be made here.
- Chaney Next up is our newest promotion type – Quizzes. HUGE OPPORTUNIITY. These are an absolute must for your basketball strategy! These offer you a great way to interact with your audience in a fun and entertaining way not to mention creating a new sponsorship opportunity. You can even build an entire quiz around an advertiser such as Where should you watch the game? (get a beer sponsor and feature locations where the beer can be purchased) We have two types of quizzes you can run - personality and trivia. Here we have a great example of a sports personality quiz – Which Wisconsin Badger are You? In my case, I ended up being Bo Ryan, which I hope is a good thing
- Chaney Check out our Playbook! Why media companies should run basketball promotions. Success stories and case studies for basketball promotions that drive results. Tips for planning your basketball strategy. And best practices for marketing and executing your basketball promotions. This year we have updated case studies, calendars and timelines,
- Liz
- Liz We are going to go month by month and give you some categories and promotions that will work in your market – and don’t forget – we aren’t saying you should do ALL of these – pick what you can handle, what your resources allow and do it really well – then add to that success next time!
- Liz
- Liz
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- Liz Market 109
- Liz Market 109 Results $112K Gross in 2014 $55K Gross and Growing 2015 Must Pay Cart Fee Valid Entire Season
- Liz
- Liz
- Characteristics of a Sports pickem– Long shelf-life for contest; frequency (checking in regularly) High level of engagement with your audience They reach a targeted audience.
- Liz Overview of how contest is explained to advertisers Mulligan Match-Up ran for 24 weeks from the beginning of the season in April through the playoffs in October. Using the multiple choice version of the Upickem contests, we fashioned the online contest to match the contest we ran in print. A 6x21.5 entry form appeared in the Wisconsin State Journal on Mondays, along with golf course sponsor ads and the entry form also ran as a 4x11 stand alone on Tuesdays. Players were allowed to submit as many as ten print entries, which increased the sale of single copy papers. The results were then published in the Sunday paper along with the sponsor ads The results were also published on the contest page. 1200 online entries each week and 1500 print entries each week
- Liz Mulligan Course Ad 5x6 teaser ads also ran weekly, featuring one of each of the 18 participating sponsor golf courses.
- Liz After the final game we modified the welcome page to promote the following contest, which is our local Pro Football pickem, which brings about the same amount of revenue and has just as much participation $102,288 in revenue was received from the courses in exchange for print and online. A total of 402 prizes valuing at $47,958 were given away. Heavy print promotion Frequency and Reach Multiple sponsors Sponsor “offer” page Great prizes each week
- Chaney
- Chaney The Characteristics of a sweeps contests are They have a Very low barrier to entry They Reach a BROAD audience – great at expanding your reach Sweeps are awesome at collecting email opt-ins or likes for Facebook. Have low engagement And can be run in a matter of days.
- Chaney Market Promotion Highlights Giving away a mountain bike provided by the title sponsor – a laser and skin care clinic. They also had 7 secondary sponsors – everything from a Mercedes Benz dealer to pet and flower retailers- showing how a simple sweeps can attract advertising dollars and give those brands a new, interesting way to interact with RochesterMN.com’s audience.
- Chaney Of course, the icing on top of that is that they also were able to nearly 400 opt-ins from 1,200 entries!
- Chaney Submission contests have have a higher barrier to entry than sweepstakes because you’re asking for the user to upload something be it a photo, video, MP3, but they have high engagement with a targeted demographic. You see a cutest baby contests here. Few promotions get as much engagement as one of those! They’re our top contest type if you’ve seen any of our 30 in 30 series of webinars.
- Chaney And here’s a perfect tie-in with spring. Market Promotion Highlight: They had a great sponsor – Lewis Greenscape, a local nursery - for this and even built the contest around a key time for the advertiser. What a great way to get people thinking about their backyards and comparing their yards with others – always a great motivator.
- Chaney They had 73 entries which generated nearly 1700 votes – talk about engagement! On top of that over 1,000 new optins covering three different newsletters: headlines, daily deals, promotions list.
- Chaney If that wasn’t enough, this sweepstakes also earned the newspaper $5,000 in revenue. The advertiser got some great exposure in print and certainly online not to mention all of the prospects that the advertiser got as a result of running this contest.
- Chaney Here’s a recap of the ideas for April Target revenue goals Based on mid-sized markets Achieved by title sponsor and/or several smaller advertisers You don’t have to them them; choose what works for you --------------------------------------------------------- Sweepstakes – games for next year or tickets to college basketball tournament; cash, merchandise, pizza party Card: pre-tournament promotion and throughout Quiz: pre-tournament promotion and throughout Managed college: Custom bracket Once you have selected which promotions you are going to run and built out a timeline for the season, it’s time to actually fill in your calendar. Use this sample calendar as a guide to help create your own auto racing contest calendar. You don’t need to use all of these, so feel free to just pick a few that would be a good fit for your market from the list. Be sure to integrate it with the rest of your promotions calendar! REMEMBER we manage the tournament game so make sure to add that one to your calendar for sure!
- Liz
- Liz
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- Chaney Baseball season will be here before you know it, I know there’s a lot of buzz already building in St. Louis and around the country. And you can believe it is in KC coming off of their appearance in the world series.
- Chaney Right as we launched quizzes, WDAF in KC found an opportunity to run a quiz that had tons of local appeal – Which Royals Player Are You? This ran right as the world series started and to date there have been over 45K quizzes taken. While that is a little bit of a special circumstance, it just goes to show how these quizzes can really take off. It certainly help that one of the players actually took the quiz and got himself, which is that tweet you see on the screen. Really gave the quiz some amazing momentum.
- Chaney Just to demonstrate how these results can play out, the cross state rival the Cardinals also did a quiz in a similar vein – Which Cardinals Player are you? And boy did it take off on Facebook. This post that you see on the right got: 243 likes 151 shares 100s of comments – saying “Hey I got so and so. Who did you get it?” Including a lot of back and forth among users
- Chaney Here’s your recap for May Remember you can choose to do any or all of these, but the key is to consider your resources, start small and have success, then build from there. That said, this should be a very manageable plan for any site. A great tie-in here would be to give away your spa card as part of your mother’s day contest, then layer in other local prizes to make it even more exciting for your audience. Your baseball quiz can run anytime throughout the baseball season and even be --------------------------------------------------------- Sweepstakes – games for next year or tickets to college basketball tournament; cash, merchandise, pizza party Card: pre-tournament promotion and throughout Quiz: pre-tournament promotion and throughout Managed college: Custom bracket Once you have selected which promotions you are going to run and built out a timeline for the season, it’s time to actually fill in your calendar. Use this sample calendar as a guide to help create your own auto racing contest calendar. You don’t need to use all of these, so feel free to just pick a few that would be a good fit for your market from the list. Be sure to integrate it with the rest of your promotions calendar! REMEMBER we manage the tournament game so make sure to add that one to your calendar for sure!
- Liz
- Liz
- Liz
- liz
- Liz Market 109 Results $112K Gross in 2014 $55K Gross and Growing 2015 Must Pay Cart Fee Valid Entire Season
- Chaney
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- Chaney
- Chaney
- Chaney Market Promotion Interesting promotion – was supported by the corporate lead at Scripps. Ran this in markets around the country. National Prize winner will receive one (1) Visa® gift card in the amount of $1,000 (ARV: $1,000). One Local Prize -- The local prize winner will receive a family getaway to Fort Wayne, Indiana from Visit Fort Wayne (Total ARV: $400) Sold to 3 sponsors: Corydon Indiana Convention Bureau, Hamilton County, Fort Wayne Convention Bureau They all saw it appealing to attract visitors from Indy
- Chaney 10k in revenue Sold to 3 sponsors: Corydon Indiana Convention Bureau, Hamilton County, Fort Wayne Convention Bureau They all saw it appealing to attract visitors from Indy
- Chaney 10k in revenue Sold to 3 sponsors: Corydon Indiana Convention Bureau, Hamilton County, Fort Wayne Convention Bureau They all saw it appealing to attract visitors from Indy
- Chaney This contest ran over 9 week
- chaney
- Chaney Family Best family friendly festival Best child care center Best day camp Best ride at the fair Craziest food at the fair Favorite live band Already working with fair; this was a way to expand upon an existing relationship and align with efforts in print
- Chaney
- Chaney
- Chaney --------------------------------------------------------- Sweepstakes – games for next year or tickets to college basketball tournament; cash, merchandise, pizza party Card: pre-tournament promotion and throughout Quiz: pre-tournament promotion and throughout Managed college: Custom bracket Once you have selected which promotions you are going to run and built out a timeline for the season, it’s time to actually fill in your calendar. Use this sample calendar as a guide to help create your own auto racing contest calendar. You don’t need to use all of these, so feel free to just pick a few that would be a good fit for your market from the list. Be sure to integrate it with the rest of your promotions calendar! REMEMBER we manage the tournament game so make sure to add that one to your calendar for sure!
- Liz Now we just want to highlight a couple of resources that we make available to our partners to help ensure that they are as successful as possible with their ballots
- Chaney Types of promotions A process to evaluating opportunities At the end of each you’ll be able to create your own promotions calendar based on your audience, revenue and database goals
- Chaney Discuss the unique aspects of selling each of these promotions Learn a methodical approach to prospecting Get familiar with the needs analysis process with advertiser including the crucial follow-up meeting and what to focus on
- Chaney Learn how to build out and execute the promotions we’ve been discussing here
- Chaney
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- Chaney
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- Liz Head to twitter or look in the GTM chat panel – we will give you the link! Golf, Bride, Movie Awards – not to mention the millions you could create on your own
- Liz
- Mulligan Teaser Ad PDF We teased the contest with a 3x6 almost daily the week leading up to the first tournament.
- One of the biggest draws for the advertisers is to have their advertisements appear twice weekly on those banner pages.
- Mulligan Online Advertiser Page The welcome page had a link that said, “Click here to view weekly deals at our sponsoring golf courses,” which directed viewers to a landing page featuring the same ads that had run in the paper that week.
- Mulligan Extended Ad The contest was so successful and popular with both the participants and the sponsors, that we extended the contest into the September Fed Ex Cup playoffs, and nine of the sponsors continued on.
- WLUK-TV – GREEN BAY
- WLUK-TV – GREEN BAY