granite broadcasting presentation 2013
TRANSCRIPT
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
HOW TO BE SUCCESSFUL WITH ONLINE PROMOTIONS
Our Partners
3,000 media companies
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
Source: Borrell Associates, Inc. 2013
$ in Billions
In 2012, businessesIn 2012, businessesspent 6% spent 6% lessless on on advertising than theyadvertising than theyhad a decade earlier.had a decade earlier.
Ad Spending is Declining
Source: Borrell Associates, Inc. 2013
$ in Billions
In 2012, theyIn 2012, theyspent 88% spent 88% moremore on on promotions than theypromotions than theyhad a decade earlier.had a decade earlier.
Promotions are Increasing
Source: Borrell Associates, Inc. 2013
Why Online Promotions?
Source: Borrell Associates
In B
illio
ns
What We Offer
Play Anywhere
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
More than just a software platform
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
AFFILIATE SUCCESS
Webinars
Playbooks
secondstreetlab.comsecondstreetlab.com
Weekly Stadium Trainings
• PLAN-IT 365• Deals Sales Training• Admin Trainings
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Promotions start with email
Email + Promotions
Intersection of Promotions
Deals Revenue from Email
66%
Email List Size & Revenue Impact
513 Sold
Deals: A Tale of Two Cities
Deals: A Tale of Two Cities
Impact of Email On Contests
ContestsContests DealsDeals
Email: Center of Revenue Plan
Direct Marketing
Direct Marketing
Email Ads
Email Ads
Quad-City Times to Make $3MM w/ Email
Email + Promotions
“Every touch point with a consumer is an opportunity to capture an email.”- Tim D’Avis, Digital Director, Quad-City Times and Director of Digital Media, Lee Enterprises
Email Growth: Next Steps
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
PIZZA PROMOTION TAKES D.C. BY STORM
The Washington Post
The Washington Post
• 1 in 4 entries came via Social Boost
• 750,000 emails• Papa John’s trended on
The Washington Post
• Pizza Promotion Results– 132K pizzas were
claimed– 65% of participants
became NEW Daily Deal subscribers
– 25% of claimed pizzas came through Social Boost
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Granite Plan
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
1. Get Organized.
Set a Revenue Goal
Put a Team Together
Create a Calendar
Stores & Cards
Free Deals & Credits
Contests Sweepstakes
January Free Deal Kids Whole New You Sweeps
FebruaryStore:
Valentine’s Day
March Basketball Spring Break Sweeps
AprilCard:
Golf CardMother’s Day Contest
MayPromo Code:
Inactive BuyersGolf Sweeps
June Father’s Day Contest
JulyStore:
Summer FunPets
August Free Deal Summer Fun Sweeps
SeptemberCard:
Spa CardFootball (Sept-Feb)
October Best of ContestBest Of Sweeps (give
away one of everything in store)
NovemberPromo Code:
Inactive BuyersHoliday Shopping
Sweeps
December
Store: Cyber
Monday/Holiday Store
Sponsored Contests: GateHouse Media
Your Advertiser’s Marketing Plan
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
2. Run Contests to Build Your Database.
The Impact of Email
Case Study: U-T San Diego
Grow Database with Contests
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
“
Case Study: Toronto Sun
Sweepstakes
17,361 Entries12,294 opt-ins 71% opt-in rate!
Umbrella GiveawayWSAZ | 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
Social Boost
• Reward players • Referrals can drive 25% more entries!
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
3. Run Sponsored Contests.
Second Street Managed Contests
Sports
Pro Football Season Pro Football Big Game
Golf Auto Racing Pro Basketball College Basketball Pro Hockey
Movie Awards Music Awards Television Awards
College Football BowlCollege Football Season
Awards Shows
Contest Types Available
Photo Video MP3 Essay
Sweepstakes Multiple Choice Embedded Media Two Photos
Template Contests
Cutest Kids Mother’s Day Halloween
Cutest Couple Holiday Sweepstakes Cutest Pets
Father’s Day
Case study: WKYT
2012 Results • Earned $40,000• Four sponsors• Attracted 10,500 players• Promoted both upfront and
round by round challenge• Expect to increase revenue
significantly in 2013
Kids & Babies
Cutest Baby ContestCanton Repository | Canton, Ohio
The sponsors loved the amount of exposure they received through our abundant promotional efforts and the ad space they received as part of the promotion.”
- Maureen Ater, Marketing Executive
$16,500 Facebook Optimized
“
Couples
2013 Cutest Couple ContestThe Signal | Santa Clarita, California
This contest helped us start a relationship with a key player in our community that wasn’t interested in ‘traditional’ local advertising. Since the contest, our partnership with the mall has continued to grow.” - Vince Johnson, Chief Multimedia Officer “
Talent
The FOX 50 Lip Dub ProjectWRAZ-TV | Durham, North Carolina
We really want to tap into the local creative community, create teamwork between students and teachers, and make money in the process. It’s a lot of work, but a lot of fun at the same time!” - Kevin Kolbe, Creative Services Director“
Pets
Cutest Pet Photo ContestU-T San Diego | San Diego, California
The Cutest Pet Photo Contest successfully brought together our audience’s love for cute pet photos, a key sponsor’s love for dogs, and a brand-new print special section focused on pets.” - Jennifer Balanky, Content & Community Manager
$30,000 in Revenue 2,592 U-T Opt-ins 299 Advertiser Opt-ins 734 Entries
“
Mother’s Day & Father’s Day
Father’s Day Grooming MakeoverRadio One | Nationally Syndicated
Exclusive Sponsor $10,000 in Revenue
2010 Results•Earned $42,000 in revenue!•Four sponsors (category exclusive)•Integrated with weekly high school highlights programming
Local Sports
Halloween
Cutest Costume ContestDaily Advocate | Greenville, Ohio
Contests like this really push friends and families to step up and register to vote. Each year the contest participation has grown and sponsors are eager to get on board, so we must be doing something right!” - Clinton Randall, Webmaster
1,536 Registered Users $500 Prize Package Facebook & Mobile Optimized
“
Holiday
Holiday Lights ContestThe Signal | Santa Clarita, California
After promoting this contest, we got a call from the Travel Channel asking if they could feature our contest on one of their Christmas specials. They followed us on our ‘Holiday Lights’ tour, when we travel to participating houses and neighborhoods and spend time with community members.” - Vince Johnson, Chief Multimedia Officer
“
Makeover
Win Your Own Man CaveThe Day | New London, Connecticut
This contest led to great exposure for the sponsors, and also showed off a type of room that was a new market for all of them.”
$12,000 in Revenue
614 Opt-ins
“
Fishing & Hunting
Show Us Your WhitetailWQSB-FM | Albertville, Alabama
This contest had good results. We plan to repeat the promotion next year.”- Ted McCreless, Advertising Sales Manager
8 Sponsors $10,560 in Revenue 193 Submissions
“
Memorable Moments
Scott’s Backyard BarbecueWROC-TV | Rochester, New York
We’ve been doing this contest for about 5 years now, and it sells out every year.”
- Don Killion, eMedia Manager
$10,000 in Revenue 52 Registered Users
“
Wedding
Lake Lanier Islands Dream WeddingWSB-FM | Atlanta, Georgia
The sponsor had the top 50 couples attend a party at the resort to showcase how they do weddings. As a result they have booked 10 weddings to date, including one of the 3 finalists who didn’t win the dream wedding!” - Sara Rethinger, Media Consultant“
Align Promotions with Special Sections
Top 10 Contest Ideas
Time of Year
Kids/Babies Year Round
Custom Sports Year Round
Sweepstakes Year Round
Couples Holiday Specific
Talent Year Round
Pets Year Round
Mother’s Day and Father’s Day
Holiday Specific
Goodwill Year Round
Halloween October
Advertiser Year Round
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
4. Run Advertiser Contests.
Advertiser Contests
What is the difference between running a
contest on Facebook and an “agency model”
Facebook contest?
Benefits of Running aFacebook ContestWith An App
New fans Referral features; increased sharesNew email addresses Thank You offer redemptionQualified leads Increased engagement (PTA)
What is a facebook contest?
Contest App
What is a facebook contest?
Like-gate;Must ‘Like’ your Page to enter
What is a facebook contest?
Entry form
visible after they
“Like” the Page
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Grow Likes
Advertiser contest
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Grow Database
Grow database
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Grow Engagement
Grow engagement
Grow engagement
Source: Manta
Facebook contest
opportunity!
Facebook contest
opportunity!
The facebook opportunity
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
How to monetizefacebook
Katie WilsonDigital Advertising Director
Featured case study
exclusive contests
$4,000 Revenue
Exclusive contest Package
2 Week CampaignContest setup on your Facebook Page
Like-Gate
Opt-in for Email Database
1 Full Page Ad
1 Full Color Front Page Strip Ad
Email to 80k members (x2)
Web Display Ads (100k impressions ROS)
Homepage takeover
Table Tents
Total cost: $4,000
KTUU-TVAnchorage, Alaska
$7,500 in Revenue 300% Increase in
Advertiser’s Facebook Likes
1,064 Advertiser Opt-ins
Guess Anchorage’s First Snowfall
Advertiser Contest Model: Entercom
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
5. Run a Metro Ballot.
#voterschoice
“Last year, we had 20,000 votes and it took us over 2 weeks to count.
This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.”- Len Egdish, Naples Daily News
#voterschoice
Voter’s Choice Revenue Opportunities
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
6. Run Niche Ballots.
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
7. Run Deals
Featured DealsWally Park News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington
$62,202 in Revenue $7 for $14.95 deal
Killeen Daily Herald Holiday Deals Stores
$16K+Revenue from holiday
deals
$16K+Revenue from holiday
deals
47%Jump in average per deal revenue during holidays
47%Jump in average per deal revenue during holidays
Deal Cards
Multi-Merchant or Single-Merchant
High Price Point + Great Value
Choose your fulfillment
Golf Punch 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 & GrowingThis Year
Takeaways for Elements of a Great Deal
Make Deal Quality a Priority
Review the Top Performing Sub-Categories
Know Which Categories are Evergreen
Use the Deal Quality Checklist
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
8. Promotions + Traditional Media
Pro Football Contest
The State Journal-RegisterSpringfield, IL50,000 circulation
Pro Football Contest
VIP picker photo printed weekly
Pro Football Contest
Four page pullout for 23 weeks
• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$100K in revenue
Result:$100K in revenue
The Daily AdvocateGreenville, Ohio7,000 circulation
Fair Photo Cover Contest
Fair Photo Cover Contest
Contest photos printed alongside ads
Fair Photo Cover Contest
Contest and magazine seen as integral part of the fair
Result:$100K in revenue
Result:$100K in revenue
Metro Ballot
The Naples Daily NewsNaples, FL61,000 circulation
Metro Ballot
Metro Ballot
Coupon drivingfoot traffic
Call to Action+ QR Code
Metro Ballot
Print sales were up 35% in 2013!
Result:$110K in revenue
Result:$110K in revenue
Niche Ballot
The Roanoke TimesRoanoke, VA90,000 circulation
Niche Ballot
Niche Ballot
Integrated promotional plan
Niche Ballot
Result:$50K in revenue
Result:$50K in revenue
Shaw Suburban Media Dixon, ILGroup-wide deal
Deal
Deal
Aggressive PRINT
promotion
Aggressive PRINT
promotion
Niche Ballot
Result:$178K in revenue
Result:$178K in revenue
Choosing the Right Contests
Niche Ballot
Result:$70K in revenue
Result:$70K in revenue
2010 Results•Earned $42,000 in revenue!•Four sponsors (category exclusive)•Integrated with weekly high school highlights programming
WJHG-TV
Program Details•Player of the week sponsor•Score Board sponsor•14 week integrated on air and online campaign
WJHG-TV
Keys to Success• Heavy promotion on air
and online• Integrating with Friday
Night Overtime program• Local weekly and national
prizes• Custom game to attract
local attention• Multiple sponsorship
levels and category exclusivity
WJHG-TV
Niche Ballot
Result:$45K in revenue
Result:$45K in revenue
Video Contest
WRAZRaleigh, NCDMA 24
Niche Ballot
Result:$200K in revenue
Result:$200K in revenue
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
Why Online Promotions?
Source: Borrell Associates
In B
illio
ns