2014 nenpa conference
DESCRIPTION
Online promotions are an explosive opportunity for newspapers. Matt CoenTRANSCRIPT
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready
Matt CoenPresident & Co-FounderSecond Street@mcoen
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Second Street
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3,000 Media Partners
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secondstreetlab.com@secondstreetlab
secondstreetlab.com@secondstreetlab
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
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Why Online Promotions?In
Bill
ion
s
Source: Borrell Associates, Inc. 2013
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
start with email
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$3MM from Email
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Intersection of Promotions
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91% of people check their
email at least once a day
91% of people check their
email at least once a day
Source: eMarketer
Daily Activities of US Internet Users
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70% of Submission
s
70% of Submission
s
The Impact of Email
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Email = 66% of Deal
Revenue
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Email List Size & Revenue
513 Sold
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Deals: A Tale of Two Cities
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Deals: A Tale of Two Cities
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Email + Promotions
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
opportunities for online promotions
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Sponsored
Contests1
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$30,000 in Revenue
2,592 U-T Opt-ins 299 Advertiser
Opt-ins 734 Entries
Cutest Pet Photo ContestU-T San Diego
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$12,000 in Revenue
614 Opt-ins
Win Your Own Man CaveThe Day
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$102,288 in Revenue1,222 Registered UsersSponsored by 18 local golf courses
Mulligan Match-UpThe Wisconsin State Journal
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$68,000 in Revenue1,634 Registered UsersSponsored by True Value, Reid’s, Vistar Eye Center
& more
Fearless ForecastersThe Roanoke Times
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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“
Case Study: Toronto Sun
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Promotions + Print
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Pro Football ContestThe State Journal-RegisterSpringfield, OH50,000 circulation
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VIP picker photo printed weekly
Pro Football Contest
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Four page pullout for 23 weeks
Pro Football Contest
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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$100K in revenue
Result:$100K in revenue
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Dream WeddingWSB-FM
$30,000 in Revenue483 Submissions10 Weddings Booked with
Sponsor
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Sponsorship Models
Exclusive
Exclusive
Category-ExclusiveCategory-Exclusive
MultipleMultiple
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Identify the Right Sponsors
Who would be a good match for
the target demographic & contest theme?
Who would be a good match for
the target demographic & contest theme?
Who needs a fresh idea to maintain or
increase spend?
Who needs a fresh idea to maintain or
increase spend?
Who do I want to grow business
with?
Who do I want to grow business
with?
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Advertiser Contests2
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What is a Facebook Contest?
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Like-Gate
Must ‘Like’ your
Page to enter
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Visible after they
‘Like’ the Page
Entry Form
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Expand Reach with Social Boost
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Incentivize the Like
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Advertiser Contests
What is the difference between running a
contest on Facebook and an “agency model”
Facebook contest?
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Sponsored vs. Agency-Model
On an Advertiser Page, No
Mention of Media Company
On an Advertiser Page, No
Mention of Media Company
On a Media Company Page,
Sponsor in Branding
On a Media Company Page,
Sponsor in Branding
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18 Million SMB Facebook
PagesSource: Wall Street Journal, Facebook July 2013
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Source: Manta
Facebook Contest
Opportunity
Facebook Contest
Opportunity
SMB Social Media Goals
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$500 Local Bank GiveawayEntercom New Orleans
$18,000 in RevenueLikes Doubled in 2
Weeks
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1,252 New Likes
+12,800% increase in PTA
Page 2 of 5
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562 new emails
Page 3 of 5
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1000 @
$130a card500
@ $37.50a card
Page 4 of 5
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$130,000 in revenuePage 5 of 5
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agency services
$14,000 Revenue
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Identify Hot Leads
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Exclusive Advertiser Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday Full Page Promotional Ad $1,000
3-3 Column x 10” Print Ads $750
Contest setup on your Facebook Page $500
Like-Gate $750
Opt-in for Email Database $750
Social media mentions $500
Email blast to 20k members $1,000
Web Display Ads, 100k ROS impressions $750
Total Value: $7,000
Cost To You: $5,000
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Spring into PrizesQuad-City Times
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Case Study: Advertiser Facebook Contests
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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
3-3 Column x 10” Promotional Print Ads $2,340
Shared email to 80K + $6,000
100k ROS impressions (728x90 promotional ad)
$2,000
Total dominance contest promotion $2,000
Set up and placement on contest page $500
Total Value: $15,990
Cost To You: $1,750
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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
3-3 Column x 10” Promotional Print Ads $2,340
Shared email to 80K + $6,000
100k ROS impressions (728x90 promotional ad)
$2,000
Total dominance contest promotion $2,000
Set up and placement on contest page $500
Total Value: $15,990
Cost To You: $1,750Per Campaign Revenue = $26,250
Yearly Revenue (4 per year) = $105,000
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Deals3
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$2MM from deals
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Weekly DealsShaw Suburban Media
$178,000 in Revenue
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Deal StoresQuad-City Times
$154,835 in Revenue
77 Deals8,086 Sold
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Reader’s Choice Deals StoreRecord-Journal
Total Revenue:$18,229
Total Revenue:$18,229
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Golf Card
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JS Online
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JS Online
Results
•Over $45K gross (and growing)•Unlimited Inventory•Must Pay Cart Fee•Valid through 2014 Season
Results
•Over $45K gross (and growing)•Unlimited Inventory•Must Pay Cart Fee•Valid through 2014 Season
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WISE TV
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WISE TV
Results
•$75k + in Gross Revenue•1,000 cards SOLD OUT IN A MONTH•Must Pay Cart Fee•Valid through 2014 Season
Results
•$75k + in Gross Revenue•1,000 cards SOLD OUT IN A MONTH•Must Pay Cart Fee•Valid through 2014 Season
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Spa Card
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State College Spa Card
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State College Spa Card
Results
•Over $12K gross•Sold Out…TWICE•Popular Spa•Huge Promotion
Results
•Over $12K gross•Sold Out…TWICE•Popular Spa•Huge Promotion
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Expand Reader’s Choice4
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“Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program.
It only took 30 minutes to set up this year! Last year it took a week and a half to tabulate this year we drastically reduced that.”
Tammy BurdickSenior Market Analyst, The Roanoke Times
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“Last year, we had 20,000 votes and it took us 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 EgdishNaples Daily News
#voterschoice
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Revenue Opportunities
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Upgraded Listings
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Category Sponsorships
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Online Ads
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Special Print Issues
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“Vote” & “Thank You” Ads
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Live Events
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Deals Stores
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best of santa clarita valleyThe Signal | Santa Clarita, California
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$110,000 in RevenueLive Event
southwest florida’s choice awardsNaples Daily News | Naples, Florida
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Niche Ballots5
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We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.”
- Vince Johnson, Chief Multimedia Officer
$4,000 in DIGITAL Revenue
1,000+ Opt-Ins20,000+ Votes
“
football fans’ choice awardsThe Signal | Santa Clarita, California
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The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.” - Tammy Burdick, Senior Market Analyst
$70,000 in Revenue Integrated Ballot, Print Special
Section, and Deals Store
“
best of holiday shoppingRoanoke Times | Roanoke, Virginia
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We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.”
- Marty Carry, Advertising Director
“
state fair top tenState Journal-Register | Springfield, Illinois
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Digital Revenue from Expanded Listings & Category Sponsorships
Print Revenue from Thank You Ads in Print Issue
family favoritesMetroFamily Magazine | Oklahoma City, Oklahoma
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wedding
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sports
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food
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holidays
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business
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
BALLOTS HIT ON TRENDS
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LISTS
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MOBILE
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LOCAL
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SOCIAL
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CROWD SOURCING CONTENT
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SMB ADVERTISERS
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USER-GENERATED REVIEWS
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LIVE EVENT
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
plan
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Set a Goal 11
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Put a Team Together 22
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Create a Calendar 33
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Stores & Cards
Free Deals & Credits
Contests Sweepstakes Ballots
January Free Deal Kids
February Golf
MarchCard:
Golf CardBasketball
AprilMother’s Day
Contest
MayPromo Code:Inactive Buyers
June Summer Fun Metro
JulyStore:
Summer FunPets
August Free Deal
September Football (Sept-Feb) Spa
OctoberCard:
Spa CardHalloween Holiday
NovemberPromo Code:Inactive Buyers
Holiday Shopping
December
Store: Cyber
Monday/Holiday Store
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Organize Your Team 44
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Excite Your Sales Force 55
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blindersummit.comChicago: May 21st & 22nd
blindersummit.comChicago: May 21st & 22nd
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Q&A
Matt [email protected]@mcoenSecondstreetlab.com@secondstreetlab
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