how to plan your 2015 promotions calendar for success
TRANSCRIPT
![Page 1: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/1.jpg)
#PromotionsLab
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#PromotionsLab
Matt Chaney@mattchaney
Liz Crider@emcrider
Presenters
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#PromotionsLab
Questions
Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
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#PromotionsLabFollow @secondstreetlab on
Twitter!
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#PromotionsLab
Want To Win An Exclusive Prize?
#PromotionsLab
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#PromotionsLab
Second Street Platform
PROMOTIONS SUITE DATA SUITE
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#PromotionsLab
WHY PLANNING MATTERS
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#PromotionsLab
“If you don't know where
you are going,you'll end up someplace
else.”
-Yogi Berra
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#PromotionsLab
Goals Are the Roadmap to Success
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#PromotionsLab
Be Focused on the RIGHT Things
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#PromotionsLab
Sell Efficiently
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#PromotionsLab
Drive Significant Revenue
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#PromotionsLab
Build a High-Quality Database
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#PromotionsLab
“Plan your work. Work your plan.”-Beth MannWKDZ-FM & WHVO-FM
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#PromotionsLab
“It’s got to bebig enough to matter.”
-Beth MannWKDZ-FM & WHVO-FM
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#PromotionsLab
FOURSTEPS TO PLANNING
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#PromotionsLab
Step 1: Establish Your Goals
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#PromotionsLab
Step 2: Create a Promotions Team
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Q1 Q2
Step 3: Build a Calendar
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#PromotionsLab
Step 4: Track Your Results
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#PromotionsLab
EMAIL DATABASE GOAL
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#PromotionsLab
Email Goal Calendar
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#PromotionsLab
Email Goal CalendarStart with
Goal &Timeline
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#PromotionsLab
Email Goal Calendar
Enter Your
Promotions
Plan Here
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#PromotionsLab
Email Goal Calendar
Project & Track EachPromotion’s Results
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#PromotionsLab
Email Goal CalendarRolls Up
AllProjections & Actual
Results
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#PromotionsLab
Defining Your Email Database
Goal
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#PromotionsLab
Create or Grow Promotions Database
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#PromotionsLab
Make Database Its Own Goal
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#PromotionsLab
Focus on Sweepstakes to Build List
=
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#PromotionsLab
Ensure Its a High-Quality Database
First party data Truly opted in email addresses No purchased lists
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#PromotionsLab
Why a Database Goal
is Important
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#PromotionsLab
Bigger Database = Bigger Reach
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#PromotionsLab
Bigger Database = More Valuable Promotions
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#PromotionsLab
Bigger Database = More Segmentation Options
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#PromotionsLab
Impact of Email
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#PromotionsLab
Establishing & Executing
Your Database Goal
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#PromotionsLab
Establishing Your Goal
How many people are in your market?Do you know how big your email database is?Are you reaching 80% of the local market?
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#PromotionsLab
Set One-Year Growth Goal & Track
Clear GoalSpecific Timeline
Track Results
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#PromotionsLab
Decide on Your Growth Trajectory
5% 10%
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#PromotionsLab
Get Entire Organization Involved
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#PromotionsLab
Capture Wherever Possible
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#PromotionsLab
Ways to Maximize Database
Growth
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#PromotionsLab
Give Away Prizes w/ Broad Appeal
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#PromotionsLab
Have Prize Value Min. of $250
$250
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#PromotionsLab
Leverage All of Your Assets
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#PromotionsLab
Turn On Social Sharing Features
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#PromotionsLab
Keep Form Short & Sweet
Email Name Zip Age Gender
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#PromotionsLab
Planning CalendarWalk-thru
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#PromotionsLab
Email Goal Calendar
Two Promotions
Surpassed Our Monthly
Goal
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#PromotionsLab
SPONSOREDREVENUE GOAL
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#PromotionsLab
Sponsored Revenue Goal Calendar
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#PromotionsLab
Sponsored Revenue Goal CalendarStart withAnnual Goal
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#PromotionsLab
Sponsored Revenue Goal Calendar
Enter Your
Promotions
Plan Here
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#PromotionsLab
Sponsored Revenue Goal Calendar
Project & Track EachPromotion’s Results
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#PromotionsLab
Defining Your Sponsored Revenue
Goal
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#PromotionsLab
Think of It Like an Event
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#PromotionsLab
Runs on Your Site
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#PromotionsLab
Sponsorship = All Promotion Types
Submission BallotsSweepstake
sQuizzes
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#PromotionsLab
Why a Sponsored Revenue
Goal is Important
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#PromotionsLab
Drives Significant, Ongoing Revenue
$
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#PromotionsLab
Aligns w/ Existing Initiatives
&
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#PromotionsLab
Also Grows Your Database
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#PromotionsLab
Captures Data & Insights
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#PromotionsLab
Establishing & Executing
Sponsored RevenueGoal
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#PromotionsLab
Decide Your Revenue Goal
$25,000
Per Quarter
$50,000
Per Quarter
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#PromotionsLab
Seasonal and Holiday Events
Seasons Holidays
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#PromotionsLab
Internal Initiatives
SpecialSection/Issue
MarketingEvent Programming
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#PromotionsLab
Business Categories to Grow
Activities & Recreation
Restaurants Healthcare
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#PromotionsLab
Target Specific Advertisers to Grow
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#PromotionsLab
Top IdeasTo
p Ideas
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#PromotionsLab
Sample Promotion PricingPromotion Type Medium Market
Sweepstakes $2,500
Submissions Title - $4,000Supporting - $1,200
Pick ‘Ems Title - $15,000Supporting - $2,500
Ballots Title - $20,000Supporting - $5,000
Quizzes $2,500
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#PromotionsLab
Planning CalendarWalk-thru
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#PromotionsLab
Sponsored Revenue Goal Calendar
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#PromotionsLab
Sponsored Revenue Goal Calendar
Four Promotions
Surpassed Our Monthly
Goal
Also Generated
New Opt-ins
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#PromotionsLab
ADVERTISERREVENUE GOAL
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#PromotionsLab
Calendar Walk-Thru
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#PromotionsLab
Calendar Walk-Thru
AdvertiserInstead of
Theme
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#PromotionsLab
Defining Your Advertiser Revenue
Goal
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#PromotionsLab
Put Your Advertiser in the Spotlight
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#PromotionsLab
Runs on Advertiser’s Site or Page
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#PromotionsLab
Custom Advertiser Promotions = Sweepstakes & Quizzes
Sweepstakes
Quizzes
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#PromotionsLab
Why a Advertiser RevenueGoal is Important
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#PromotionsLab
Additional Revenue Stream
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#PromotionsLab
New Solutions for Advertisers
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#PromotionsLab
Establishes You as the Expert
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#PromotionsLab
Supports Your Agency Strategy
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#PromotionsLab
Establishing & Executing
Advertiser RevenueGoal
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#PromotionsLab
Decide Your Revenue Goal
$15,000
Per Quarter
$30,000
Per Quarter
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#PromotionsLab
Establish Pricing
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#PromotionsLab
Determine How Many Needed to Reach Goal
Quarterly Goal
Price Per Promotion
Number Needed Per Month
$15,000 $2,500 2x
$30,000 $2,500 3x
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#PromotionsLab
Planning CalendarWalk-thru
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#PromotionsLab
Calendar Walk-Thru
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#PromotionsLab
RESOURCES
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#PromotionsLabVisit Promotions University Booth
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#PromotionsLab
• Contest Planning
• Ecommerce Planning
• Ballot PlanningPlanning
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#PromotionsLab
• Contest Sales• Ecommerce Sales• Ballot Sales• NEW!
Advertiser ContestsSelling
![Page 98: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/98.jpg)
#PromotionsLab
• Sweepstakes Admin• National Sports Admin• Ecommerce Admin• Submission Admin• Ballot Admin
Executing
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#PromotionsLabsecondstreetlab.com
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#PromotionsLab
August 27th at 1PM ET
secondstreetlab.com/webinars
![Page 102: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/102.jpg)
#PromotionsLab
September 22 & 24 @ 1 ET
secondstreetlab.com/webinars
![Page 103: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/103.jpg)
#PromotionsLab
Playbook: secondstreetlab.com/football
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#PromotionsLab
Summit Report: secondstreetlab.com/report
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#PromotionsLab
TAKEAWAYS
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#PromotionsLab
Identify YourTop
Priorities
![Page 107: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/107.jpg)
#PromotionsLab
Create a Promotions Team
![Page 108: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/108.jpg)
#PromotionsLab
Create Time-Bound & Measurable
Goals
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#PromotionsLab
Track Results &Adjust as Needed
![Page 110: How to Plan your 2015 Promotions Calendar for Success](https://reader038.vdocument.in/reader038/viewer/2022103121/55d6ddbfbb61eb3f538b4709/html5/thumbnails/110.jpg)
#PromotionsLab
Matt Chaney@mattchaney
Liz Crider@emcrider
QUESTIONS?