community-building contests paving the way for holiday & 4q sales
TRANSCRIPT
Community-building Contests
Paving the Way for Holiday & 4Q Sales
• Halloween costume and candy sales average about 2 billion dollars EACH annually in the United States.
• Halloween is the 2nd most commercially successful holiday, with Christmas being the first.
• These two holidays are closely tied to one another when it comes to business impact
Halloween Jump-starts the Busy Shopping Season
Halloween Jump-starts the Busy Shopping Season
• 63.8% of Consumers Plan to Participate in Halloween Activities
• Total Amount Consumers Spent for Halloween Overall• $5.80 billion – 2010 (up from $4.75 billion in 2009)
2010, NRF BIGResearch Halloween Consumer Intentions and Actions survey
Ages 1 to 99
• The U.S. Retail Industry pays attention to Halloween for clues about the mood of the American consumer.
Retailers associate a high participation level for Halloween with a high participation level in Christmas holiday season. If retail spending flows freely at Halloween, it is assumed that generous spending mood will carry over to the Christmas holiday season as well.
Halloween Jump-starts the Busy Shopping Season
2010, NRF BIGResearch Halloween Consumer Intentions and Actions survey
Our Role as the Local Community Information Provider
To motivate community members to get out and spend starting with Halloween and carrying through to Christmas.
The Sponsor Benefit
Those community members that actively participate in Halloween
are pre-disposed to be active during the entire holiday
shopping period!
And the contest ends the week before Black Friday.
The Sponsor Benefit – Perfect Timing
October NovemberSunday Monday Tuesday Wednesday Thursday Friday Saturday
Oct 24 25 26 27 28 29
30 31 Nov 1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 Nov 25
26
Submissions Voting Winners & E-mail Blasts
Sponsorship Model4-week Investment
Title Sponsor($1,200 or $1,000)
Infant / Toddler
Kids Age 5-12 Teens Adults Group
Themes
($580 or $460 each)
= $4,100 or $3,300
Title Sponsor Gets…• News Site ROS Banner & Leaderboard on Contest site• “Sponsored by:” logo within Contest branding on all ¼ and
½-page Promo’s• Eight 3-col X 2” strips on ¼-page Contest submission
Promo’s• Four 6-col X 2” strips on ½-page Contest voting Promo’s• Eight 3-col X 2” strips on 3X5 Promo’s• Logo and message within all Contest E-mails, as well as one
dedicated E-Mail blast @ the end of the Contest• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $300
is required
Dailies
Category Sponsor Gets…
• News Site ROS Banner & Rectangle tile on Contest site• Twelve Logo insertions on all ¼-page & ½-page Contest
Promo’s• Six 2-col X 2” strips on Category-related Contest voting
Promo’s• One dedicated E-Mail blast @ the end of the Contest to
all participants• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $145
is required
Dailies
Title Sponsor Gets…Weeklies
• News Site ROS Banner & Leaderboard on Contest site• “Sponsored by:” logo within Contest branding on all ¼
and ½-page Promo’s• Two 3-col X 2” strips on ¼-page Contest submission
Promo’s• Two 6-col X 2” strips on ½-page Contest voting Promo’s• Logo and message within all Contest E-mails, as well as
one dedicated E-Mail blast @ the end of the Contest• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $250
is required
Category Sponsor Gets…
• News Site ROS Banner & Rectangle tile on Contest site• Four Logo insertions on all ¼-page & ½-page Contest
Promo’s• Four 2-col X 2” strips on Category-related Contest
voting Promo’s• One dedicated E-Mail blast @ the end of the Contest to
all participants• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $115
is required
Weeklies
Promo Ad Examples
Web, E-mail, & Mobile
Facebook integration too…
Editorial Integration Examples•Coverage of the contest candidates
•Mention of the sponsor prizes
•Finalist and winner announcements
•Local Halloween legend & tales
•Local Halloween events calendar
•Community member reflections on the holiday
Sponsor Value
• Hundreds of qualified leads heading into the busy 4th-quarter
• Combination print, online, and e-mail reaches all Age groups
• Kids categories attract families; Adult & Group categories attract Adults who spend more than the average consumer
• Editorial exposure is priceless
Title SponsorDailies
Media Timing Title Sponsor Details
Online4 weeks – October 24th thru Nov 18th
300x250 or 728X90 on news site (4-weeks)
728X90 on all Category contest pages (4-wks)
Logo integrated into Contest main header graphic (4-weeks)
Print (Submissions)
2 weeks – Oct 24th thru Nov 4th
Logo in header graphic of all ¼-page promos
Eight (8) 3-col X 2” 4C branding strips on bottom of ¼-page promo ads
Six (6) 3-col X 2” 4C branding strips on bottom of 3-col X 5” promo’s
Print (Voting)2 weeks – Nov 7th thru Nov 18th
Logo in header graphic of all ½-page promos
Four (4) 6-col X 2” 4C branding strips on bottom of ½-page promo ads
Two (2) 3-col X 2” 4C branding strips on bottom of 3-col X 5” promo’s
Print (Editorial)4.5 weeks – October 24th thru Nov 23rd
Editorial mentions within contest coverage
Picture with overall winning vote-getter and your prize
E-mail4.5 weeks – October 24th thru Nov 23rd
Logo & promotional message with link on all contest launch, update, & auto-reply e-mails
E-mail promotion to ALL contest participants
Category SponsorDailies
Media Timing Category Sponsor Details
Online4 weeks – October 24th thru Nov 18th
300x250 or 728x90 on news site (4-wks) 300x250 on Contest site (4-wks)
Print (Submissions)
2 weeks – Oct 24th thru Nov 4th
Twelve (12) Logo inserts on all ¼-page and ½-page promo ads
Six (6) 2-col X 2” 4C tiles on a 2-col X 6” promo ad for the CategoryPrint (Voting)
2 weeks – Nov 7th thru Nov 18th
Print (Editorial)4.5 weeks – October 24th thru Nov 23rd
Editorial mention of sponsor prize for Category winner
E-mail4.5 weeks – October 24th thru Nov 23rd
Promotional message within e-mail to ALL contest participants
Title SponsorWeeklies
Media Timing Title Sponsor Details
Online4 weeks – October 24th thru Nov 18th
300x250 or 728X90 on news site (4-weeks)
728X90 on all Category contest pages (4-wks)
Logo integrated into Contest main header graphic (4-weeks)
Print (Submissions)
2 weeks – Oct 24th thru Nov 4th
Logo in header graphic of all ¼-page promos
Two (2) 3-col X 2” 4C branding strips on bottom of ¼-page promo ads
Print (Voting)2 weeks – Nov 7th thru Oct 21st
Logo in header graphic of all ½-page promos
Two (2) 6-col X 2” 4C branding strips on bottom of ½-page promo ads
Print (Editorial)4.5 weeks – October 24th thru Nov 23rd
Editorial mentions within contest coverage
Picture with overall winning vote-getter and your prize
E-mail4.5 weeks – October 24th thru Nov 23rd
Logo & promotional message with link on all contest launch, update, & auto-reply e-mails
E-mail promotion to ALL contest participants
Category SponsorWeeklies
Media Timing Category Sponsor Details
Online4 weeks – October 24th thru Nov 18th
300x250 or 728x90 on news site (4-wks) 300x250 on Contest site (4-wks)
Print (Submissions)
2 weeks – Oct 24th thru Nov 4th
Four (4) Logo inserts on all ¼-page and ½-page promo ads
Logo in Category promo header for associated Age Category 2X6’s
Four (4) 2-col X 2” 4C tiles on a 2-col X 6” promo ad for their associated Category
Print (Voting)2 weeks – Nov 7th thru Nov 18th
Print (Editorial)4.5 weeks – October 24th thru Nov 23rd
Editorial mention of sponsor prize for Category winner
E-mail4.5 weeks – October 24th thru Nov 23rd
Promotional message within e-mail to ALL contest participants