Q4 Quarterly Planning Webinar
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One of the best ways to succeed with promotions is to form a year-long strategy and build an integrated calendar, but it's just as important to revisit that calendar at the beginning of each quarter to fill in the details.
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Q4 Quarterly Planning Webinar
- 3. #PromotionsLab Questions Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
- 4. #PromotionsLab Follow @secondstreetlab on Twitter!
- 5. #PromotionsLab Want To Win An Exclusive Prize? #PromotionsLab
- 6. #PromotionsLab Second Street Platform PROMOTIONS SUITE DATA SUITE
- 8. #PromotionsLabGet Certified by July 31st Enter for a Chance to Win!
- 9. #PromotionsLab WHY YOU NEED TO PLAN THROUGHOUT THE YEAR
- 10. #PromotionsLab Goals Are the Roadmap to Success
- 11. #PromotionsLab Be Focused on the RIGHT Things
- 14. #PromotionsLab Your Goals for the Webinar…. • Absorb all of the ideas presented • Review your current sales and marketing plans • Look for opportunities to align or create new ones • Set clear and measurable goals • Build a promotions calendar to achieve them
- 17. #PromotionsLab July 14th 1 pm ET HS and College July 23rd 1 pm ET August 13th 1 pm ET Football Webinars secondstreetlab.com/webinars
- 22. #PromotionsLab Kansas City Star Kansas City, MO | Home Improvement Sweepstakes
- 23. #PromotionsLab Kansas City Star Kansas City, MO | Home Improvement Sweepstakes $20K REVENUE 1,668 OPT-INS
- 25. #PromotionsLab Quiz Ideas: Halloween Candy Scary Movie Spooky Local Trivia
- 26. #PromotionsLab Quiz Advertisers to Target Seasonal Shops Grocery Stores Kid Retail & Services Corn Mazes & Haunted Houses Attractions
- 27. #PromotionsLab Forsyth County News Cumming, GA | Cutest Trick ‘r Treater
- 28. #PromotionsLab Forsyth County News Cumming, GA | Cutest Trick ‘r Treater 26 ENTRIES 10,714 VOTES
- 29. #PromotionsLab Sample Calendar for October Promotion Month Sponsor Revenue Fall Fun Theme Week October Wineries, Farmer’s Markets, Orchards, Corn Mazes $10,000 Home Improvement Sweepstakes October Home Services, Furniture Stores, Builders/Contractors $7,500 “What Holiday Candy Are You?” October Halloween Activities & Events, Haunted Houses, Corn Mazes $5,000 Halloween Photo Contest Late Sept. Kick-off Goodwill, Costume Shops, Kid Activities & Retail $7,500
- 31. #PromotionsLab Football High School Sports Ballot Ticket Giveaway
- 32. #PromotionsLab The Daily Herald Everett, WA | Prep Football Fan’s Choice Awards
- 33. #PromotionsLab The Daily Herald Everett, WA | Prep Football Fan’s Choice Awards 893 OPT-INS $6K REVENUE
- 34. #PromotionsLab WFLD-TV Chicago, IL | Bears vs. Vikings Ticket Giveaway
- 35. #PromotionsLab 5,586 OPT-INS 8,805 ENTRIES WFLD-TV Chicago, IL | Bears vs. Vikings Ticket Giveaway
- 37. #PromotionsLab Quiz Ideas: Thanksgiving Food Parade Float Black Friday Shopper
- 38. #PromotionsLab Quiz Advertisers to Target Grocery Stores Automotive Restaurant and Dining Retail Specialty Food Market
- 39. #PromotionsLab WPSD-TV Paducah, KY | Food for Friends
- 40. #PromotionsLab WPSD-TV Paducah, KY | Food for Friends $68,000 REVENUE 75% INCREMENTAL REVENUE $10,000 REVENUE 4,598 ADVERTISER OPT-INS
- 41. #PromotionsLab Sample Calendar for November Promotion Month Sponsor Revenue High School Sports Ballot November Auto, Financial, Healthcare, Retail $10,000 Football Ticket Giveaway August - December Auto, Recreation, Food/Bev. $5,000 Quiz “What Thanksgiving food are you?” November Grocery Store, Specialty Market $5,000 Grocery Giveaway November Auto, Financial, Grocery Store, Specialty Market $7,500
- 44. #PromotionsLab The Daily Nonpareil Council Bluffs, IA | Southwest Iowa Golf Card
- 45. #PromotionsLab The Daily Nonpareil Council Bluffs, IA | Southwest Iowa Golf Card $32K REVENUE 371 CARD SOLD
- 46. #PromotionsLab Quiz Ideas: Naughty or Nice Holiday Movie Trivia Holiday Movie Personality
- 47. #PromotionsLab MyFox 8 WGHP High Point, NC | Christmas Train Ride
- 48. #PromotionsLab MyFox 8 WGHP High Point, NC | Christmas Train Ride 2,703 ENTRIES 5,316 NEW OPT-INS
- 49. #PromotionsLab B97FM New Orleans, LA | Haydel’s Bakery
- 50. #PromotionsLab B97FM New Orleans, LA | Haydel’s Bakery $5K REVENUE 4x INCREASE IN SPENDING
- 51. #PromotionsLab KIRO TV Seattle, WA | Santa’s Favorite Pet Contest
- 52. #PromotionsLab KIRO TV Seattle, WA | Santa’s Favorite Pet Contest 1,200 ENTRIES 4,499 REGISTERED USERS
- 53. #PromotionsLab Sample Calendar for December Promotion Month Sponsor Revenue Golf Card Late November Golf Courses $75,000 Personality/Trivia Quiz December Retail, Shopping Center, Movie Theater, Attractions $5,000 Sponsored Sweepstakes December Dining, Retail, Grocery, Dining $5,000 Advertiser Contest Evergreen Financial, Health, Dining, Retail $5,000 Pet Photo Contest December Boarding Services, Pet Retail, Pet Services $7,500
- 55. #PromotionsLabGet Certified by July 31st Enter for a Chance to Win!
- 56. #PromotionsLab • Contest Planning • Ecommerce Planning • Ballot Planning Planning
- 57. #PromotionsLab • Contest Sales • Ecommerce Sales • Ballot Sales • NEW! Advertiser Contests Selling
- 58. #PromotionsLab • Sweepstakes Admin • National Sports Admin • Ecommerce Admin • Submission Admin • Ballot Admin Executing
- 61. #PromotionsLab Sign Up for Our Newsletters
- 63. #PromotionsLab July 14th 1 pm ET HS and College July 23rd 1 pm ET August 13th 1 pm ET Football Webinars secondstreetlab.com/webinars
- 64. #PromotionsLab Planning for the Year August 18th at 1PM ET secondstreetlab.com/webinars
- 65. #PromotionsLab Promotions for the Holidays August 27th at 1PM ET secondstreetlab.com/webinars
- 69. #PromotionsLab FIND THE COMBINATION THAT WORKS FOR YOU
- 72. #PromotionsLab
Notes de l'éditeur
- Chaney Welcome Happy for you to be here Today we are going to discuss ideas for q3 and get you thinking ahead to opportunities coming in the next quarter And boy are there a lot! Let’s jump right in.
- My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotions
- We will be taking questions throughout the webinar and reserve some time at the end for QA. There are a couple of ways you can interact with us. The goto panel on the left of your screen. We’ll have folks monitoring that and fielding your questions. You can also ask questions and make comments on Twitter using the hashtag promotionslab, which is also on the bottom left of every slide. We will be awarding a prize to the top tweet, so fire up Twitter and get ready! Also, we are recording this webinar and everyone who registered will be getting a link to that within the next 24-48 hours.
- We also encourage you to follow us @secondstreetlab
- 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 are proud to work with media companies around the country who are using the promotions platform to generate digital revenue, grow their email and social databases and capture valuable consumer data and insights through our suite of products. 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 and collecting valuable data and insights through our promotions platform which includes contests, ballots, quizzes and ecommerce solutions. So, now review why planning is so important
- July marks our one year anniversary of launching promotions university, and in that time we’ve handed out over 1,000 certifications.
- To celebrate, we’re giving away an apple watch. Anyone who gets certified between now and July 31st is automatically entered for a chance to win. Just login the admin tool and click on the promotions university logo to get started.
- Chaney
- Success really does require a plan. That’s certainly true with promotions given the most successful promotions involve smart selling and a robust marketing plan. A promotions calendar is a great tool for charting your path. Make it a calendar that folks throughout the organization have access to ensure alignment.
- We’ve got a lot of great ideas and success stories to share with you today. Some will work in your market, some might not. Consider your goals and resources and create your plan with that in mind – don’t feel like you have to do everything; don’t over extend yourself. Start small and build up. And remember, promotions are excellent at growing your database, engaging and activating your audience, and helping you gain insights into their interests and habits.
- We often hear that sales teams are taxed with lots of products to sell. This is where alignment with existing sales initiatives can be invaluable. Planning is also essential here. Give your reps the time they need to sell, so plan well in advance and make sure they know what’s coming up. Have materials and pricing ready. And bundle promotions where it makes sense – a seasonal bundle, a themed bundle, or a promotion plus special section bundle.
- Promotions definitely have a place in your digital budget because they can drive some serious revenue. Don’t shoot yourself in the foot by offering promotions as value-add; they have significant value. Make them a priority and reap the benefit of all of that great revenue – not to mention the results you can get for your advertiser. Turn them into loyal customers by helping achieve their goals! And that too will lead to even more revenue.
- Football, Football, Football! The season is nearing and the buzz is already starting to build. Whether you’re talking about high school, college or pro, you want to be sure to take advantage of our national game and capture your part of the all of the spending and passion around football.
- Julie
- ------------------------- When you run a ballot promotion you will gather the opinions of your audience on a variety of topics. This valuable crowd-sourced content can be helpful for selling advertising or and can be left a destination on your site year round. People Like to Share Their Views Ballots have been around for a long time Trend Feeds into social nature of our lives See more lists in News Editorial approach
- Liz
- Focuses on a key category of Home Improvement 4 sponsors
- Spring and Fall October is optimal time because people are prepping for the holidays and want to get their houses looking nice
- Halloween is fun; offer them chances to engage with you and your advertiser in a different way
- Halloween ideas Sharable Engagement Great editorial – use on air Appeals to broad audience Which scary movie are you? What costume are you? Spooky trivia in the market – haunted buildings, corn mazes, etc. Think you're a Movie Buff? Holiday Trivia What breed of puppy is perfect for you? What type of Thanksgiving Food are you? Holiday Movie Quotes Trivia Where should you take your next vacation? What Holiday movie are you? What Should I get my Sweetheart for Valentine's Day? What kind of bride are you? Movie Awards Trivia Quiz What's your golf game like? Big Game Football Trivia Big Game Viewer What's your music style? What kind of College Hoops Fan are You? What type of Car should you drive? Who is your TV mom?
- Photo contest are all about engagement, getting people to vote and submit photos Kids photos are always a hit Here’s how you can put a halloween spin on it The key here is to run this leading up to the holiday Love this example as they were able to secure two great advertisers Prize – first prize $100 gift card to a local restaurant; 2nd and 3rd $50
- Engagement Dentist and dance company – 26 engaged parents and lots more folks just there to vote
- Here’s a recap of what we’ve just talked about and some suggest pricing and revenue goals as well as some sample target advertisers. These revenue numbers are based on a mid-sized market, so feel free to scale them up or down depending on your market size. These will all be included in the deck we send out to everyone and in the recap on the Second Street Lab Halloween – Highly targeted
- Football has a long shelf life – going 4-5 months Opportunities abound when it comes to America’s favorite sport Let’s look at a couple of ideas that you can use to run as stand alone promotions or as a way to enhance and expand your football pick ‘em. Pro football runs for 17 weeks
- Ballots are one great way to do this, and here’s an example one of the top niche ballot ideas we’ve seen: local sports fan choice awards. In this example from The Daily Herald in Everett, WA , they had 11 categories covering from coach to qb to lineman to best cheer squad, band and school spirt So, a really fun way to engage the local community and target families and the audience associated with prep football This is exactly what drew the sponsor in – that ability to tap into the local market and get your name in front of this very passionate segment. In this example, they seeded ballot with option for folks to write in nominations
- Were able to capture emails for their contest email list and breaking news Feeds off of excitement around pro and college football – great exposure for this advertiser This type of ballot is a great way to get your sports team involved especially as your building out the nominees for the seeded portion 265 users 1,389 entries 213 votes
- Here we have an example of a sweepstakes – a simple enter to win a pair of tickets to a big, regular season match-up What I love about this is how easy they are to execute, the fact that sweepstakes can be themed around any topic and how effective they can be These can be tickets you’ve purchased out right or gotten as part of a trade arrangement or something your company gets as part of a sponsorship Every media company has something like this that can be a fun giveaway – beyond football, it could be tickets to movie screeners, concert tickets, VIP experiences to a local food & wine festivals My local paper here in San Diego is constantly giving away tickets to movie screeners – some times they’re running 3-4 at a time and they always help add new people to their database. OPT-INS For advertiser: 1,067 For deals program: 1,534 For news alerts: 1,347
- Only ran for a week 63% opt-in rate It is perfectly alright to run a sweepstakes just as a database builder and a way to capture data ----- Meeting Notes (7/7/15 12:06) ----- Something with high value within your local market and of potentially low cost to you to use strategically build a database and capture data
- Chaney
- This is one of our Turnkey quizzes which let’s you get going quickly by simply turning it on and promoting it. Of course you can customize it as needed, but we provide you everything you need to plug and play Think you're a Movie Buff? Holiday Trivia What breed of puppy is perfect for you? What type of Thanksgiving Food are you? Holiday Movie Quotes Trivia Where should you take your next vacation? What Holiday movie are you? What Should I get my Sweetheart for Valentine's Day? What kind of bride are you? Movie Awards Trivia Quiz What's your golf game like? Big Game Football Trivia Big Game Viewer What's your music style? What kind of College Hoops Fan are You? What type of Car should you drive? Who is your TV mom?
- Food quiz – grocery Parade float – automotive Black Friday – retail or dining (a place to take a break from the madness)
- The contest gave people a chance to win $250 worth of groceries for them and $250 for a friend for 15 days plus the station also gave each winner a chance to pick a charity of their choice to get another $250 – that right there helped make this a viral hit The promotion around this was a full court press including tv, digital, email, social – everything under the sun. But social in particular is where they found a lot of traction To promote the contest, we posted regular updates to our Facebook Page featuring the winners – they would post every time a winner was announced and add a new face to the image you see on the right.
- Perkins Motor Plex paid $10,000 for the promotion, as well as put up the money for the gift cards, which totaled $7,500. The contest received 7,235 entries, and collected 4,598 opt-ins for Perkins Motor Plex ( that’s a 57% opt-in rate). They also collected 4,156 new Facebook Likes – without a Like-gate! Perkins loved the promotion and all of the community involvement that came with it. They have already committed to running it again in 2015! The community had an overwhelmingly positive response as well. ----- Meeting Notes (7/7/15 12:06) ----- Goes to show you the impact of a GREAT prize
- Again, here’s a recap of all of the ideas we just shared. A lot of revenue opportunities. We’ll make these available as part of the recap of the webinar. The ultimate goal is to create an ad package that is going to give the advertiser optimal exposure to the audience and encourage as many people to participate as possible. I always loved putting together ad package for promotions because it allowed me to showcase our most effective products and create a true multimedia campaign for the sponsors! Ballot – Lots of engagement, get news room involved, lots of promotion, engage local schools Grocery Giveaway $7500 – 3x sponsors at 2500
- Julie
- Liz
- Case study from TV affiliate in San Diego Quote from Mitch The advertiser wanted to be involved with NFL football and this was a great promotion that allowed the implied tie in with the sport and also the games that we show on air.
- Multi-Merchant Golf Card • 11 Golf Courses, Same Offer – Green Fees • $279 Value sold for $99 • Ran Dec – Sep • Sold 371 cards • $32,462 gross revenue
- Four quizzes a year Timely topics A part of a station-wide package; digital component Think you're a Movie Buff? Holiday Trivia What breed of puppy is perfect for you? What type of Thanksgiving Food are you? Holiday Movie Quotes Trivia Where should you take your next vacation? What Holiday movie are you? What Should I get my Sweetheart for Valentine's Day? What kind of bride are you? Movie Awards Trivia Quiz What's your golf game like? Big Game Football Trivia Big Game Viewer What's your music style? What kind of College Hoops Fan are You? What type of Car should you drive? Who is your TV mom?
- Multi-day sweepstakes keeps people coming back and gives you more chances to capture emails and engage users
- Promotions not just a one-off – ideally you should be running these once per quarter as a minimum so you can continue to build database and identify MORE hot leads Haydels is a great example where after they ran their King Cakes for a Year Giveaway in January and used those results to have a conversation about what they wanted to achieve next, they were able to plan a full year worth of promotional EVENTS! This bakery wanted to maximize “party season” in the spring, Mother’s Day, graduation parties, so they came up with a promotion to win a Haydelicious Dessert Party This flowed right into Fall where they ran a Tailgate-themed party – which included survey questions about holiday desserts and their awareness of what they offered – And what do you know, for the Holidays they gave away Haydelicious Holidays package which included a special cringle And in EACH of these they offered bounceback coupons designed to drive traffic in store, and used different messaging to different folks depending on how they responded to the survey questions! All in all Haydels’ Increased spending by 4x thanks to all of these promotions!
- Promotions not just a one-off – ideally you should be running these once per quarter as a minimum so you can continue to build database and identify MORE hot leads Haydels is a great example where after they ran their King Cakes for a Year Giveaway in January and used those results to have a conversation about what they wanted to achieve next, they were able to plan a full year worth of promotional EVENTS! This bakery wanted to maximize “party season” in the spring, Mother’s Day, graduation parties, so they came up with a promotion to win a Haydelicious Dessert Party This flowed right into Fall where they ran a Tailgate-themed party – which included survey questions about holiday desserts and their awareness of what they offered – And what do you know, for the Holidays they gave away Haydelicious Holidays package which included a special cringle And in EACH of these they offered bounceback coupons designed to drive traffic in store, and used different messaging to different folks depending on how they responded to the survey questions! All in all Haydels’ Increased spending by 4x thanks to all of these promotions!
- 1,200 submission 4,499 registered users Rocket – 871 votes 341 – comments Engagement People come back round after round to vote and view People have to register to vote Opportunity to target a niche audience $1000 for winner $500 for runner up $250 for a random voter
- 1,200 submission 4,499 registered users Rocket – 871 votes 341 – comments Engagement People come back round after round to vote and view People have to register to vote Opportunity to target a niche audience $1000 for winner $500 for runner up $250 for a random voter
- The pro football pick ‘em is one of our biggest contests of the year. Our other big one is basketball, which is going on right now. Speaking of basketball, think about the advertisers who you targeted for that – they’re probably a good match for football as well. And other sports like Nascar or golf. Create a sports bundle and sell them all in one shot. If you’ve ever participated in one of these, you know how passionate people can be. Sponsors love being aligned with these popular sports. A pro pick ‘em can draw a regional crowd, which makes them even more powerful.
- Chaney – Let’s shift gears now and look at some tools and resources that are available to you to help you be successful with the promotion ideas we just discussed.
- These courses are geared towards Ad Directors, Managers, Corporate Leads and encompass how to understand the opportunity around promotions and create a plan to work against for the year. 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
- These courses are geared towards front-line sellers and sales managers. Lots of great information in these about prospecting, conducting a thorough needs analysis and how to follow-up after the promotion. A lot of partners have found that kicking these trainings off as group with your entire sales team, then having each person complete them on their to be an effective roll-out approach.
- Finally, this bundle of courses was created for your admin folks or anyone who’s actively in the tool creating promotions. As with all courses in promotions university, these were designed to be focused and quick, so you can get in, get what you need, and get out quickly. You can get certified in just 90 minutes or less!
- If you haven’t been to the Second Street Lab, then you’re really missing out on a lot of great industry insights, articles from your peers and case studies about successful promotions. There you can also….
- Sign up for our newsletters and get top ideas delivered right to your inbox
- While you’re there be sure to check out our ever-growing library of playbooks from driving measurable results with contests to media specific playbooks for TV partners.
- Planning a calendar is key to success, revenue, and engagement with promotions. Join us on August 18th at 1PM ET and we will help you create a year-long calendar that's built for a successful 2016.
- Learn how EVERY media company can generate significant revenue this holiday season with promotions like contests, ballots, quizzes, cards, seasonal stores, theme weeks, and more.
- Finally, we a lot of great tools that you can download and customize – like our calendar template. Everyone on this call should probably go ahead and take a look at that if you haven’t already. If you’re into planning, and you should be, this is a must-have resource! Julie – Do you want to bring us home with a couple of key takeaways?
- Julie
- Signing into Promotions University is easy. All you need is a regular login, which your site adminstrator can set up for you if you don’t currently have one. From there, follow these three steps and you’re in.