matt coen's presentation from transforming the local sales model conference
DESCRIPTION
Matt Coen's Presentation from Transforming the Local Sales Model Conference hosted by Inland Press Association and Blinder Revenue GroupTRANSCRIPT
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How to Drive Measurable Results for Advertisers with Promotions
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WHO WE ARE
Increase ROI, Build &
Engage Audience
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secondstreetlab.com/transforming-sales
Promotion ExamplesPromotion ExamplesCase StudiesCase Studies
Playbooks & WorksheetsPlaybooks & Worksheets
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The Big Shift
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WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
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WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
$80 Billion by 2017!
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This Growth is Happening Because….
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#PromotionsSummit
“Advertisers want results you can measure those results with
promotions.” – Gordon Borrell
“Advertisers want results you can measure those results with
promotions.” – Gordon Borrell
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#promotionslab
Advertisers Want to Activate Consumers
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1. Generate Leads2. Drive Foot Traffic3. Grow Social Engagement4. Grow Email Database5. Collect Data
WHAT ADVERTISERS WANT
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So What now?
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NEEDS ANALYSIS 1
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Why Do a Needs Analysis?
Learn Advertisers Goals
Uncover Challenges
Build aRelationship
Gain AdditionalInsights
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“How will you measure success?”
Questions to AskQuestions to Ask
Most Important Most Important
“What areyour
main goals?”
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PICK THE RIGHT PROMOTION 2
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FOLLOW-UP MEETING 3
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Share Measureable ResultsShare Measureable Results
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Continue Needs Analysis DiscussionContinue Needs Analysis Discussion
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Promotions Deliver ResultsPromotions Deliver Results
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Case studies
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Grow Social Engagement
Grow Email Database
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THE SOLUTION
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Call-to-Action message centered around driving traffic to Your Contest
Your Exclusive Contest Email
FacebookContest App
Online Advertising Support
New Fans
Commercials/spots/print ads drive people to your Facebook page.
Deliver your message to up to 40,000 consumers via email at a fraction of the cost of direct mail advertising.
Custom Facebook App allows potential customers to enter your sweepstakes and capture Likes and database information.
Custom Banner Advertising/web features/social media mentions to fans deliver your call-to-action visually and socially.
We will provide custom analytics that demonstrate ROI.
The Campaign
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THE Campaign
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Results
811 Facebook Likes
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Results
750 opt-ins
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Secret Sauce
• Needs analysis conversation to discover advertiser challenge
• Relevant prize for the advertiser’s target audience
• Heavy promotion to drive entrants to advertiser’s Facebook page
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Drive Foot Traffic
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The solution
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Results - advertiser
Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue
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Secret sauce
• Robust promotional package
• Relationship with local advertiser
• More valuable local media audience
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Grow Email Database Grow Social Engagement
Collect Data
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THE SOLUTION
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THE CAMPAIGNRadio Internet Radio
Email Display Ads
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THE CAMPAIGN
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2,199 email opt-ins
RESULTS
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RESULTS
1,284 New Likes!
1,284 New Likes!
56% entered through mobile
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SURVEY RESULTS
Did you know we ship worldwide?
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Q2 PROMOTION
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Q3 PROMOTION
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SECRET SAUCE
• Valuable insights for the advertiser and lead generation
• Mobile database, Facebook, and email database growth
• Proof through results
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Generate LeadsGrow Email Database
Grow Social Engagement
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THE SOLUTION
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QAULIFYING SURVEY QUESTIONS
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RESULTS
164Qualified leads
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RESULTS
217opt-ins
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RESULTS
100Facebook Likes
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SECRET SAUCE
• Targeted promotion for a niche audience
• Survey questions qualified entrants
• Follow-up meeting with client to discuss next steps
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Next steps
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Train Your TeamTrain Your Team
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Needs AnalysisNeeds Analysis
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Pick the Right PromotionPick the Right Promotion
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Promotions Deliver ResultsPromotions Deliver Results
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Share Measureable ResultsShare Measureable Results
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resources
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secondstreetlab.com/transforming-sales
Promotion ExamplesPromotion ExamplesCase StudiesCase Studies
Playbooks & WorksheetsPlaybooks & Worksheets