#PromotionsLab
How to Solve Advertiser Challenges with Promotions
#PromotionsLab#PromotionsLab
PRESENTERS
Julie FoleyDirector of Affiliate SuccessSecond Street
@julie_foley
Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom
m
@BrandyCCarter
Jamie KinnairdManager of Contests & PromotionsBH Media
@jamkin1120
Sara DrokeDirector of Emerging MediaWPSD-TV
@sjdroke
#PromotionsLab#PromotionsLab
TWITTER + QUESTIONS
Twitter Hashtag:
#PromotionsLab
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.
#PromotionsLab#PromotionsLab
WHO WE ARE
Increase ROI, Build & Engage Audience
#PromotionsLabsecondstreetlab.com/solutions
Promotion ExamplesCase Studies
Playbooks & Worksheets
#PromotionsLab
THE BIG SHIFT
#PromotionsLab#PromotionsLab
WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
#PromotionsLab#PromotionsLab
WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$80 Billion by 2017!
#PromotionsLab#PromotionsLab
THIS GROWTH IS HAPPENING BECAUSE….
#PromotionsLab#PromotionsLab#PromotionsSummit
“Advertisers want results you can measure those results with
promotions.” – Gordon Borrell
#promotionslab
Advertisers Want to Activate Consumers
#PromotionsLab#PromotionsLab
1. Generate Leads2. Drive Foot Traffic3. Grow Social Engagement4. Grow Email Database5. Collect Data
WHAT ADVERTISERS WANT
#PromotionsLab
SO WHAT NOW?
NEEDS ANALYSIS 1
#PromotionsLab
WHY DO A NEEDS ANALYSIS?
Learn Advertisers Goals
Uncover Challenges
Build aRelationship
Gain AdditionalInsights
“How will you measure success?”
Questions to Ask
Most Important
“What areyour
main goals?”
PICK THE RIGHT PROMOTION2
FOLLOW-UP MEETING 3
#PromotionsLab
Share Measureable Results
#PromotionsLab
Continue Needs Analysis Discussion
#PromotionsLab
Promotions Deliver Results
#PromotionsLab
CASE STUDIES
Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom
@BrandyCCarter
#PromotionsLab#PromotionsLab
Grow Facebook Likes, Grow Email List, and
Rollout New Gift Cards
t h e c h a l l e n g e
#PromotionsLab
THE SOLUTION
#PromotionsLab
THE CAMPAIGN
Radio Internet Radio
Email Display Ads
#PromotionsLab
RESULTS
1,252 New Likes!
+12,800% increase in PTA
#PromotionsLab
562 new email addresses
RESULTS
#PromotionsLab
Giftcard Sales Goal Actual Giftcards Sold0
200
400
600
800
1000
1200
1000 at
$130a card
500 at
$37.50a card
RESULTS
#PromotionsLab
FIRST YEAR RESULTS
$100,000 in revenue
#PromotionsLab
$148,000 in revenue
SECOND YEAR RESULTS
#PromotionsLab
Q1 PROMOTION
#PromotionsLab
Q2 PROMOTION
#PromotionsLab
WWL APP SPONSOR
#PromotionsLab#PromotionsLab
Grow Email Database, Grow Facebook Likes,
and Collect Data
t h e c h a l l e n g e
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab
THE CAMPAIGN
Radio Internet Radio
Email Display Ads
#PromotionsLab
THE CAMPAIGN
#PromotionsLab
2,199 email opt-ins
RESULTS
#PromotionsLab
RESULTS
1,284 New Likes!
56% entered through mobile
#PromotionsLab
SURVEY RESULTS
Did you know Haydel's Bakery has Gluten Free
Options?
Yes No
Did you know Haydel's Bakery
makes King Cakes all year long?
Yes No Yes No
Did you know we ship worldwide?
#PromotionsLab#PromotionsLab
Q2 PROMOTION
#PromotionsLab#PromotionsLab
Q3 PROMOTION
#PromotionsLab
SECRET SAUCE
• Valuable insights for the advertiser and lead generation
• Mobile database, Facebook, and email database growth
• Proof through results
#PromotionsLab#PromotionsLab
Generate Leads, Grow Email Database, and Grow Facebook Likes
t h e c h a l l e n g e
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
QAULIFYING SURVEY QUESTIONS
#PromotionsLab#PromotionsLab
RESULTS
164Qualified leads
#PromotionsLab#PromotionsLab
RESULTS
217opt-ins
#PromotionsLab#PromotionsLab
RESULTS
100Facebook Likes
#PromotionsLab#PromotionsLab
SECRET SAUCE
• Targeted promotion for a niche audience
• Survey questions qualified entrants
• Follow-up meeting with client to discuss next steps
#PromotionsLab#PromotionsLab
Grow Email Database and Facebook Likes
t h e c h a l l e n g e
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
RESULTS
1,035Facebook Likes
#PromotionsLab#PromotionsLab
RESULTS
753opt-ins
#PromotionsLab#PromotionsLab
THE FOLLOW-UP
#PromotionsLab#PromotionsLab
SECRET SAUCE
• Compelling prize for target audience
• Heavy social media promotion
• Follow-up email immediately after contest ending to opt-in list
#PromotionsLab#PromotionsLab
Grow Facebook Likes and Email Database
t h e c h a l l e n g e
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
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
#PromotionsLab#PromotionsLab
THE CAMPAIGN
#PromotionsLab#PromotionsLab
RESULTS
811 Facebook Likes
#PromotionsLab#PromotionsLab
RESULTS
750 opt-ins
#PromotionsLab#PromotionsLab
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
#PromotionsLab#PromotionsLab
Drive Foot Traffic
t h e c h a l l e n g e
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
THE SOLUTION
#PromotionsLab#PromotionsLab
RESULTS
371cards sold
#PromotionsLab#PromotionsLab
RESULTS
Foot Traffic increased
#PromotionsLab#PromotionsLab
SECRET SAUCE
• Drove foot traffic with unique promotion with upsell opportunities
• The same, quality ecommerce offer from each course
• Heavy promotion in core and digital media
#PromotionsLab
NEXT STEPS
Train Your Team
Needs Analysis
Pick the Right Promotion
#PromotionsLab
Promotions Deliver Results
#PromotionsLab
Share Measureable Results
#PromotionsLab
RESOURCES
#PromotionsLabsecondstreetlab.com/solutions
Promotion ExamplesCase Studies
Playbooks & Worksheets
#PromotionsLab#PromotionsLab
QUESTIONS?
Julie FoleyDirector of Affiliate SuccessSecond Street
@julie_foley
Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom
m
@BrandyCCarter
Jamie KinnairdManager of Contests & PromotionsBH Media
@jamkin1120
Sara DrokeDirector of Emerging MediaWPSD-TV
@sjdroke