how to succeed with promotions for the holidays 2015

#PromotionsLab

#PromotionsLab

Matt Chaney@mattchaney

Liz Crider@emcrider

Presenters

#PromotionsLab

Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.

#PromotionsLabFollow @secondstreetlab on Twitter!

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Want To Win An Exclusive Prize?

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#PromotionsLab

Second Street Platform

PROMOTIONS SUITE DATA SUITE

#PromotionsLab

WHY RUN HOLIDAY PROMOTIONS?

#PromotionsLab Revenue

#PromotionsLab

2014 Holiday Spending Habits

Shop online42% 72%

Search for presents on their phones

$702.84Average holiday budget per person

$600 BillionTotal dollars spent

#PromotionsLab Engagement

#PromotionsLab

Audience

Growth Audience Growth

#PromotionsLab

List Growth

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3 WAYS TO PACKAGE HOLIDAY PROMOTIONS

#PromotionsLab

Gift #1 – Turnkey’s Ready to Go

#PromotionsLab

Quiz Bundles

#PromotionsLab

Quiz Bundle

Revenue Potential: 6 quizzes at $2,500 each…$15K

#PromotionsLab

ONE Advertiser to Sponsor the Entire

Season!

Quiz Bundle

#PromotionsLab

Quiz Bundle

Shopping MallsGrocery StoresSpecialty Food StoresSpecialty RetailLocal, Seasonal Attractions

#PromotionsLab

Quiz BundleTVEmail to Promotional Database of 30,000 $1,75

0Targeted Online Banner Ads $750Daily Facebook and Twitters Posts During Quiz $500

On-air Mentions During Morning Show (3x) $1,000Quiz Linked from Related Content on Your Site $250Quiz Results Posted for Talent to Personal Social Accounts $750

Investment: $5,000

#PromotionsLab

Holiday Sweeps

#PromotionsLab

Holiday Sweeps

One Advertiser $5K

#PromotionsLab

Simple sweeps to grow your list and engage your audience

Holiday Sweeps

=

#PromotionsLab

Holiday Sweeps

#PromotionsLab

RestaurantsRetailKids ActivitiesHealthcareFinancial

Holiday Sweeps

$

#PromotionsLab

Prizes

Holiday Sweeps

• Electronics• Retail Gift Cards• Grocery Gift Cards• Movie Passes• Local Attractions

#PromotionsLab

Holiday SweepsExclusive Facebook Advertiser Sweepstakes

Facebook Marketing Consultation

Optional TV Campaign (+ $4,000) including:• Audio/video ID in 10 :15 promotional spots, Mon-Fri, 5a-5p• Production of :15 spot

Digital Campaign including:• 100,000 728×90 ROS impressions• Total dominance on website homepage

Email Campaign including logo:• Invitation email to promotional database of 80,000• Thank you email to all entrants with coupon or offer

Email opt-in checkbox on the registration page

Facebook Like box on the registration page

Social Campaign including:• Contest setup and placement on Facebook Page, including Facebook cover

photo and contest app image• Customized thank you page with coupon or offer• Logo inclusion on promotional Facebook cover photo, contest app index

page graphicMobile Campaign including:

• 50,000 mobile display ROS impressions

Investment: $5,000 (2 weeks)

#PromotionsLab

Deal Network

#PromotionsLab

Sourced deals to go right on your site

Deals Network Store

#PromotionsLab

TravelZooAs Seen On TV ProductsLocal Products

Deals Network Store

#PromotionsLab

Deals Network Store

We will do the work for you – create the best offers in on place

#PromotionsLab

Gift #1 – Revenue Potential

Promotion Sponsors Revenue Potential

Quiz bundle – 6 quizzes Grocery Store $15,000 ($2,500 each)

Holiday Sweeps Shopping Mall $5,000

Deal Network Store No selling necessary $1,500

TOTAL POTENTIAL $21,500

#PromotionsLab

Gift #2 – Add an Upgrade

#PromotionsLab

Ecommerce Theme Week

5 offers - $2,500 Gross Each

#PromotionsLab


Quad-City Times

$104,000 Gross

#PromotionsLab

Top Sellers - SpaHotelsRestaurantsHome Services


#PromotionsLab

Local AttractionsHoliday EventsRestaurantsRetail


#PromotionsLab

Custom Quiz

Single Sponsor$5K

#PromotionsLab

KAKE Case Study

Custom Quiz

#PromotionsLab

One title sponsor (auto dealer)4 days of quizzes

Custom Quiz

#PromotionsLab

Custom QuizQuestion sponsors featuring sponsor business or serviceFeaturing local attractions and businesses

#PromotionsLab

Sponsors on results page

Custom Quiz

#PromotionsLab

4,157 users

Custom Quiz

#PromotionsLab

FinancialAutomotiveRetailAttractions

Custom Quiz

$

#PromotionsLab

Custom QuizTVEmail to Promotional Database of 30,000 $1,75

0Targeted Online Banner Ads $750Daily Facebook and Twitters Posts During Quiz $500

On-air Mentions During Morning Show (3x) $1,000Quiz Linked from Related Content on Your Site $250Quiz Results Posted for Talent to Personal Social Accounts $750

Investment: $5,000

#PromotionsLab

Custom Sweeps

Single orMultiple Sponsors$7,500

#PromotionsLab

WPSD-TVPaducah, KY | Food for Friends

Overview

#PromotionsLab


Marketing

#PromotionsLab

Results


$68,000REVENUE

75%INCREMENTAL

REVENUE

$10,000REVENUE

4,598ADVERTISER

OPT-INS

#PromotionsLab

North Platte TelegraphNorth Plate, NE | 12 Days of Giving

Overview

#PromotionsLab

#PromotionsLab


Overview

#PromotionsLab

Sales


Survey Questions

Question Yes NoHave you previously visited or been a guest at NP Hampton Inn?

35%

65%

Did you know you can reserve conference rooms to host family gatherings?

51%

49%

Did you know that NP Hampton Inn has 5 suite choices? 15%

85%

#PromotionsLab


Results

$6,000REVENUE

2,614NEW OPT-INS

#PromotionsLab

AutomotiveJewelry StoresMallsGrocery StoresFinancial

Custom Sweeps

$

#PromotionsLab

Custom SweepsSponsored Sweepstakes Presenting Sponsorship (1+)TV Campaign including:

• 2 mentions in midday news (call for entries, winner announcement)• Audio/video ID in :15 promotional spots, Mon-Fri, 5a-5p (minimum 15/week)

Digital Campaign including:• 50,000 728×90 ROS impressions• Customized thank you page with coupon or offer

Email Campaign including logo:• Invitation email to promotional database of 80,000• Thank you email to all entrants with coupon or offer


Facebook Like box on the registration pageSocial Campaign including:

• Mentions on Facebook & Twitter at least once a weekMobile Campaign including:

• 50,000 mobile display ROS impressionsInvestment: $7,500

#PromotionsLab



Ecommerce Theme Week Dining / Retail $15,000

Custom Quiz Toy Stores $5,000

Custom Sweeps Retail/Events $7,500


#PromotionsLab

Gift #3

Fill the Stocking to

the Top

#PromotionsLab

Holiday Photo Contest

One Sponsor$7,500

#PromotionsLab


#PromotionsLab


By the Numbers:

119 Entries 1,021 Votes 594 Opt Ins

#PromotionsLab

FinancialHealthcareKids ActivitiesSpecialty Retail


$

#PromotionsLab

Holiday Photo ContestSubmission Contest Presenting Sponsorship (Limit 1)

Logo inclusion on all promotional elements for the contestTV Campaign including:

• 3 mentions in morning news (call for entries, call for votes, winner announcement)

• Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 10/week)Digital Campaign including:

• Logo inclusion in contest header graphic• Contest page 728×90 & 300×250 served together (100% share of voice)• Pencil Pushdown (twice during the contest, during submission and voting

periods)• 100,000 300×250 ROS impressions

Email Campaign including coupon or offer:• Daily news & breaking news emails to combined database of 115,000• Invitation email to promotional database of 80,000• Thank you emails after registration and submission


Facebook Like box on the registration pageSocial Campaign including:

• Mentions on Facebook & Twitter at least once a week• Logo inclusion on promotional Facebook cover photo, contest app index page

graphicMobile Campaign including:

• 50,000 mobile display ROS impressions

Investment: (multiply by the # of weeks your contest is running) $1,000 / week

#PromotionsLab

Golf Card

$75K

#PromotionsLab

WISE TVGolf Card

#PromotionsLab

Golf Card

Custom Banner AdsTargeted EmailOn-air PromotionSocial

#PromotionsLab

$200K in

Revenue over

2 years!

Golf Card

#PromotionsLab

Advertisers to TargetGolf coursesGolf retailFinancial

Golf Card

$

#PromotionsLab

Golf CardMulti-Merchant Card (6+)TV Campaign including:

• Video ID in :15 shared promotional spots, Mon-Sun, 5a-1a (minimum 20/week)• 3 min. segment featuring your business in weekend news

Digital Campaign including:• 2 shared Pencil Pushdown ads• 100,000 shared ROS impressions promoting the card• 100,000 ROS impressions• Shared golf section banner ads promoting the card (50,000 ROS impressions)• Golf section banner ads (50,000 ROS impressions)

Email Campaign including logo:• Weekly shared emails promoting the card to database of 80,000• Email with embedded 3 min. segment

Social Campaign including:• Mentions on Facebook & Twitter (every other day at launch and then at least

once a week for the duration of the promotion)Value: $80,000

Investment: $0

#PromotionsLab



Holiday Photo Contest Healthcare/Financial $7,500

Golf Card Courses/Golf Retail $75,000


#PromotionsLab

CHOOSE THE HOLIDAY GIFTS THAT WORK

WITH YOUR MARKET

#PromotionsLab

Establish Your Goal

#PromotionsLab







#PromotionsLab

Gift #2 – Revenue Potential Promotion Sponsors Revenue Potential








#PromotionsLab

Gift #3 – Revenue Potential Promotion Sponsors Revenue PotentialQuiz bundle – 6 quizzes Grocery Store $15,000 ($2,500 each)






Holiday Photo contest Healthcare/Financial $7,500

Golf Card Courses/Golf Retail $75,000


#PromotionsLab

Resources

#PromotionsLabVisit Promotions University Booth

#PromotionsLab

• Contest Planning• Ecommerce

Planning• Ballot Planning

Planning

#PromotionsLab

• Contest Sales• Ecommerce Sales• Ballot Sales• NEW!

Advertiser ContestsSelling

#PromotionsLab

• Sweepstakes Admin• National Sports Admin• Ecommerce Admin• Submission Admin• Ballot AdminExecuting

#PromotionsLabsecondstreetlab.com

#PromotionsLab

September 22 & 24 @ 1 ET

secondstreetlab.com/webinars

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Playbook: secondstreetlab.com/football

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Summit Report: secondstreetlab.com/report

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Takeaways

#PromotionsLab

Choose the gift that works for

you

#PromotionsLab

Align with current

initiatives

#PromotionsLab

Prepare your team for success

#PromotionsLab

Capitalize on Holiday

Spending

#PromotionsLab

Matt Chaney@mattchaney

Liz Crider@emcrider

Questions?

how to succeed with promotions for the holidays 2015

Internet