how to sell football promotions
DESCRIPTION
Football fans are incredibly passionate about their sport, and this passion holds for not only professional football, but also college and even high school football. This means that the opportunity - and variety - around football promotions is immense. In fact, we’ve seen our partners drive six-figure revenue from a single pro football contest!TRANSCRIPT
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Julie FoleyDirector of Affiliate SuccessSecond Street@julie_foley
PRESENTERS
Emily ThousandAffiliate Success ManagerSecond Street@emilythousand
Matt ChaneyDirector of Affiliate Success Second Street@mattchaney
3#promotionslab
Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab
Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
QUESTIONS & TWITTER
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WHO WE ARE
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HOW WE HELP YOUYOU
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WEBINAR AGENDA
• Football Promotion Opportunities
• Case Studies
• Q&A
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WHY FOOTBALL?
FANATIC!
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Have you run a Football promotion in your market?a. Yes! I run a football promotion every year.b. I’ve never run a football promotion, I
need ideas!
POLL
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FOOTBALL OPPORTUNITIES
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PLAY ANYWHERE
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PRO FOOTBALL PICKEM
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PRO FOOTBALL
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PRO FOOTBALL PRIZES
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CASE STUDY
Pro Football Pick’em ChallengeWEEI-FM | Boston, MA
This season, had the largest participation rate in a WEEI.com Pro Football Pick’em Challenge ever! ”
- Carlson Mozdiez, Director of Digital Operations, Entercom Boston
$50,000 in Revenue
604,728 page views 5,583 Users
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ONLINE ACTIVATION
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ONLINE ACTIVATION
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SOCIAL MEDIA SUPPORT
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MOBILE ACTIVATION
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E-NEWSLETTER INCLUSION
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ADDITIONAL MEDIA SUPPORT
WEEI.com Contest Page WEEI.com Homepage Flipper
Streaming Companion Banner
Text Flash Reminders
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THE MARTY CARRY MODEL
5 steps to success!
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THE MARTY CARRY MODEL
1. Integrate your promotion.
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THE MARTY CARRY MODEL
2. Secure Multiple Sponsors.
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THE MARTY CARRY MODEL
3. Give Your Sponsors VIP Treatment.
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THE MARTY CARRY MODEL
4. Promote Your Contest Heavily.
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THE MARTY CARRY MODEL
5. Keep it Fun.
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BIG GAME CHALLENGE
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BIG GAME CHALLENGE
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CASE STUDY
Roger & JP’s Big Game ChallengeWBAB | Long Island, New York
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BIG GAME CHALLENGE PRIZE
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COLLEGE FOOTBALL PICKOFF
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TOP 15 COLLEGE PICKOFF
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CASE STUDY
Sack SchultzThe Atlanta Journal-Constitution | Atlanta, Georgia
The AJC has been running this contest for three years and it’s a huge audience driver and revenue generator!”
3rd year running
6,238 Users
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TOP 15 COLLEGE PICKOFF PRIZE
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COLLEGE BOWL GAME CHALLENGE
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COLLEGE BOWL GAME CHALLENGE
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CASE STUDY
College Bowl Pick’emKKFN-FM | Denver, Colorado
The Fan has been running UPICKEM sports contests for 12 years!”
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Huge sports contest buy
1,053 Opt-ins
1,468 Users
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COLLEGE BOWL GAME CHALLENGE PRIZE
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CUSTOM CONTESTS
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CUSTOM CONTEST IDEAS
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SWEEPSTAKES
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SCHOOL SPIRIT
Show Your School Spirit ContestGreeley Tribune | Greeley, Colorado
The contest helped the sponsor to become more involved with the community and to help a school, which is exactly what they wanted.” - Cristin Peratt, Advertising & Marketing Consultant
$14,000 in Revenue
2,176 Opt-ins 6,119 Votes
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BIGGEST FAN
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VOTER’S CHOICE
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VOTER’S CHOICE IDEAS
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HIGH SCHOOL FOOTBALL
High School Player of the WeekWQSB-FM | Albertville, Alabama
$1,330 in Revenue
DMA 80 3,544 Users
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COLLEGE FOOTBALL BALLOT
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DEAL STORES
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1. Expand deal offerings 2. Run multiple deals
from same advertiser3. Target niche audience4. Diversify your deal
program marketing5. Grow list & increase
revenue!
WHY DEAL STORES?
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Month Category/Season/HolidayJanuary New Years Resolutions
February Valentine’s Day
March Spring BreakApril GolfMay Mother’s Day
June Father’s Day
July Summer Fun
August Football
September Fall/Labor Day
October Halloween
November Cyber Monday Week
December Holidays/NYE
DEAL STORES: A YEAR-LONG STRATEGY
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STORE OPPORTUNITIES
Sales Promo!
Sales Promo!
Sales Promo!
Sales Promo!
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UNIVERSITY DEALS STORE
• The Miami Herald• Three Stores
– Spring 2012– Fall 2012– Spring 2013
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GOAL: REACH A NEW AUDIENCE
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THE #1 SELLING POINT…
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PROMOTE! PROMOTE! PROMOTE!
Flyers
Spadea
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HIGH QUALITY DEALS
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ADVERTISERS TO TARGET
CategoriesBars and Restaurants
Tailgating Accessories
Retail: Food
Catering for Parties
Sports Bars
College Memorabilia
Sandwich Shops
Pizza Places
Local Events
Local Concerts
Events: Sports
Recreation/Adventure
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KEY COMPONENT - GIVEAWAYS
Fall 2012 – iPhone Giveaway
Spring 2013 – Gift Card Giveaways
Store + Contest = 2x Daily Opt-ins Avg.
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RESULTS
Spring 2012 Fall 2012 Spring 2013
$38,835
$51,534 $53,825
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TOP TRAITS OF TOP DEAL STORES
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FOOTBALL PROMOTIONBEST PRACTICES
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3 STEPS TO SUCCESS
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FOCUS ON REVENUE!
• Auto Dealers• Award/Trophy Stores• Banks/Financial Services Providers• Big Box Retailers• Bike Shops/Cycling Stores• Car Audio/Window Tinting Stores• Doctors/Dentists• Golf Course/Pro Shop• Gyms/Fitness Centers• Hardware Stores• Home Audio Stores• Insurance Providers
• Local Pubs/Bars• Local Utililties• Mechanics• Men’s Retail• Movie Theaters• Outdoor Retailers• Pawn Shops• Plumbers• Restaurant Chains• Sports Retailers• Sports/Rec Centers
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INTEGRATED CAMPAIGN
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LEVERAGE YOUR VIPS
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PROMOTE
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KNOW THE IMPACT OF EMAIL
Invitation email
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KNOW THE IMPACT OF EMAIL
Day 1 Day 2 Email Sent Day 4 Day 5 Day 6 Day 70
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100
150
200
250
300
350
400
450
500
Submissions by Day
Represents 22% of
Submissions
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MAKE IT MOBILE-FRIENDLY
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Other28%
New cus-
tomers, leads72%
SMB Primary Goal in Using Social Media
Source: Manta
Hello, Faceboo
k contest!
UNDERSTAND THE FACEBOOK OPPORTUNITY
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BONUS MATERIALS
secondstreetlab.com/football
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WHY ONLINE PROMOTIONS?
Sourc
e:
Borr
ell
Ass
oci
ate
s
In B
illio
ns
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UPCOMING WEBINAR
Thursday, June 27th @ 2 pm EST
Sign up: secondstreetlab.com
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Julie FoleyDirector of Affiliate SuccessSecond Street@julie_foley
QUESTIONS
Emily ThousandAffiliate Success ManagerSecond Street@emilythousand
Matt ChaneyDirector of Affiliate Success Second Street@mattchaney