Promotions Summit Day 1

welcome

Doug VillhardPresident & Co-FounderSecond Street

doug@secondstreet.com

@dougvillhard

#PromotionsSummit

Welcome to St. Louis!

THE SECOND STREET TEAM

#PromotionsSummit

The wifi network is

RCGA GuestThere is no password.

WELCOME BAG & MUGS

#PromotionsSummit

Tweet to us

We will be live tweeting from @secondstreetlab!

Join the conversation on #PromotionsSummit

#PromotionsSummit

Twitter contests

• Best tweet of the day• Best photo• Most tweeting• Best photo of you exploring St. Louis• Best additional movie quote

#PromotionsSummit

My momma always said, life was like a promotion.

You never know what you’re gonna get.

Forrest Gump

I feel the need.

The need for promotions.

Top Gun

Twitter contests

• Best tweet of the day• Best additional movie quote • Best photo• Most tweeting• Best photo of you exploring St. Louis

#PromotionsSummit

Promotions…

Twitter contests

• Best tweet of the day• Best additional movie quote • Best photo• Most tweeting• Best photo of you exploring St. Louis

#PromotionsSummit

Promotions…

…my precious.

Top 5 things advertisers want in 2014

The Start of Something Big

#PromotionsSummit

Speaker

Matt CoenPresident & Co-FounderSecond Street

matt@secondstreet.com

@mattcoen

#PromotionsSummit

Goals for the summit

#PromotionsSummit

Why not you?

#PromotionsSummit

Why not us?

#PromotionsSummit

The Big Shift:Online Promotions

Speaker

Gordon BorrellCEOBorrell Associates

gborrell@borrellassociates.com

@goborrell

#PromotionsSummit

The Top 5 Things Advertisers Want

Speakers

Julie FoleyDirector of Affiliate SuccessSecond Street

julie@secondstreet.com

@julie_foley

Matt ChaneyDirector of Affiliate SuccessSecond Street

chaney@secondstreet.com

@mattchaney

#PromotionsSummit

1. Generate Leads2. Drive Engagement &

Foot Traffic3. Grow Social4. Grow Email Database5. Collect Data

Top promotions benefits

#PromotionsSummit

Generate leads 1

Agency Services

#PromotionsSummit

Survey Results

#PromotionsSummit

Drive engagement & Foot Traffic 2

#PromotionsSummit

Insert deal here

offer on thank you page

#PromotionsSummit

Grow social 3

Fan & engagement growth

Grow Email Database 4

Advertiser opt-in

Collect Data 5

Customer data

#PromotionsSummit

Understanding Behavior

34% had never visited his business before

#PromotionsSummit

Zip Code Data

#PromotionsSummit

Promotions as a winning formula: Stories from the field

#PromotionsSummit

Stories from the Field

Speaker

#PromotionsSummit

Jamie KinnairdManager of Contests & PromotionsBH Media

jamie.kinnaird@owh.com

@jamkin1120

Speaker

Nebraska Crossing Sweepstakes

#PromotionsSummit

The Advertiser Challenge

#PromotionsSummit

Increase Exposure & Awareness

Before Grand Opening

Grow Email Database

The solution

Facebook sweepstakes and integrated print & online campaign

#PromotionsSummit

Results – Media Company

#PromotionsSummit

$75,000 in revenue

Results - advertiser

#PromotionsSummit

80,000 opt-ins

Secret Sauce

#PromotionsSummit

• Huge campaign with 10 week sweepstakes and print campaign

• Compelling prizes

• Heavy promotion in the newspeper

Speaker

#PromotionsSummit

Brenda FedakClassified & Online Advertising ManagerBelleville News-Democrat

bfedak@bnd.com

@blfedak

Speaker

Dos Gorditos deal

#PromotionsSummit

The Advertiser ChALLENGE

#PromotionsSummit

Increase Foot Traffic

The solution

#PromotionsSummit

$11,000+ in revenue

#PromotionsSummit

1,163 deals sold

Secret sauce

#PromotionsSummit

• Persistence – the seller established a relationship with the merchant and spent time crafting the deal.

• BND’s audience was better than other sites the merchant had worked with.

Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom

bccarter@smartreachdigital.com

@BrandyCCarter

#PromotionsSummit

Speaker

Local Bank Sweepstakes

#PromotionsSummit

The Advertiser Challenge

#PromotionsSummit

Double Facebook Likes

+ Grow Email Database

Sell 500 Gift Cards

at $25-50 a Card

Marketing Objective

Business Objective

The solution

#PromotionsSummit

Radio Internet Radio

Email Display Ads

#PromotionsSummit

$18,000 in revenue

Results – Advertiser

#PromotionsSummit

1,252 New Fans!

+12,800% increase in PTA

562 new email addresses

#PromotionsSummit

1000 at

$130a card

500 at

$37.50a card

#PromotionsSummit

2012 Results – Advertiser

#PromotionsSummit

$100,000 in revenue

$148,000 in revenue

2013 Results – Advertiser

#PromotionsSummit

Secret sauce

#PromotionsSummit

• Valuable insights for the advertiser and lead generation.

• Mobile database, Facebook, and email database growth.

• Proof through results.

#PromotionsSummit

Elizabeth PerrySolutions Manager, Permission MarketingCox Media

elizabeth.perry@coxinc.com

@eperry

Speaker

Dream Wedding Giveaway

#PromotionsSummit

The Advertiser Wanted to Double the Number of Weddings Booked

During Their Season

The solution

#PromotionsSummit

Results – media company

#PromotionsSummit

$30,000 in revenue

4,632new email addresses

#PromotionsSummit

10 Weddings Booked!

Secret sauce

#PromotionsSummit

• Contest with a valuable prize that engaged the target audience.

• Live event at the resort.

• Integrated campaign with broad reach.

#PromotionsSummit

Speaker

Tara WhitfieldMarketing AssistantWRAL

twhitfield@cbcnewmedia.com

@TaraAtWRAL

Grocery Giveaway

#PromotionsSummit

Grow Email List &

Facebook Following

Help the Community & Gain Positive

Exposure

The solution

#PromotionsSummit

Facebook engagement

#PromotionsSummit

twitter

TV promotion

#PromotionsSummit

418,894entries

#PromotionsSummit

78,486 Facebook Likes 69%

Increase!

69% Increa

62,638new email addresses

#PromotionsSummit

Results – advertiser

#PromotionsSummit

82,000 Facebook Likes

Secret sauce

#PromotionsSummit

• Station-wide buy-in

• Internal team including multiple departments, including marketing, creative services, and sales.

• Email opt-in & Like-gate to grow databases for future marketing

Speaker

#PromotionsSummit

J. Tom ShawChief Digital OfficerShaw Media

jtshaw@shawnews.com

@JTomShaw

Speaker

Key Lime Cove Deal

#PromotionsSummit

Drive Foot Traffic During Slow

Periods

Increase Awareness

The solution

#PromotionsSummit

$500,000 in revenue

#PromotionsSummit

Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue

Secret sauce

#PromotionsSummit

• Robust promotional package

• Relationship with local advertiser

• More valuable local media audience

The best promotions tools your not using

#PromotionsSummit

Group Activity

Sports clips

Sports Clips is a hair salon that caters to men and boys by providing hassle-free hairstyling in a sports-themed environment.Sports Clips has four locations in the market and is opening a fifth location. They are looking for hot leads, foot traffic and to build brand awareness. The target demo for Sports Clips is Men 25-54 with a secondary demo of female head of households.

#PromotionsSummit

STL Realty

STL Realty is the oldest and biggest realty group in St. Louis. They serve all areas of the market in a variety of home styles and price points. Focusing on the customer service experience and ease of the home buying process, STL Realty turns most of their customers into lifelong customers.STL Realty is looking for first time home buyers. They would also like to generate leads, expose people to their huge library of listings and raise their overall brand awareness. The typical age of a first time home buyer is 30.

#PromotionsSummit

Roots & blooms garden center

Roots & Blooms Garden Center has enjoyed great success with their single location garden center for 30 years. They recognize that their retail business varies from season to season so they are always working to create repeat/loyal customers. They also added a landscaping division about 10 years ago that has seen tremendous success in the residential landscaping category.Roots & Blooms is looking for people that are in the market to do a major, DIY landscape project (Avg. cost $3K). With a secondary goal of finding customers that are doing seasonal maintenance and purchasing shrubs, flowers, pots, supplies, etc. They are looking for leads, foot traffic and overall awareness.The target demo for Roots & Blooms is female 35+.

#PromotionsSummit

Promotions as a winning formula: Stories from the field

#PromotionsSummit

The 4 Pillars of Promotions Success

Speakers

#PromotionsSummit

Katie WilsonDirector of Digital & Retail AdvertisingThe Quad-City Times

kwilson@qctimes.com

Tim MurphyVP Digital Strategy & Enterprise PlatformsEntercom

tmurphy@entercom.com

@tmurphdigimedia

Group Sweepstakes

3,455,133 entries256,779 opt-ins

Free Deal - Database builder

2,276 deals claimed

1,144 new emails

Over $55K in new revenue

All Assets have a Value

#PromotionsSummit

Man Cave

Christmas in JulyThe Quad-City Times | Davenport, Iowa

Grew revenue by $5,000 in the second version of this SMB Facebook promotion.”

- Katie Wilson, Digital Sales Manager

$19,250 in Revenue

11 Sponsors 157 – 341 New

Facebook Likes per Advertiser

The best promotions tools your not using

#PromotionsSummit

The Best Promotions Tools You’re Not Using

Speakers

Matt ChaneyDirector of Affiliate SuccessSecond Street

chaney@secondstreet.com

@mattchaney

Paul WestVP of Customer RelationsSecond Street

paul@secondstreet.com

@pfwest

#PromotionsSummit

DealsReport card

#PromotionsSummit

Deals report card

#PromotionsSummit

Upickem report card

#PromotionsSummit

Upickem report card

#PromotionsSummit

Upickem report card

#PromotionsSummit

How to request a report card

#PromotionsSummit

secondstreetlab.com/contestsreportcard

secondstreetlab.com/dealsreportcard

Your promotions resource

#PromotionsSummit

Actionable content

#PromotionsSummit

Downloadable worksheets

#PromotionsSummit

playbooks

#PromotionsSummit

NEWSLETTER

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Future communication

#PromotionsSummit

Follow @secondstreetlab&

send your ideas topromotionslab@secondstreet.c

#PromotionsSummit

Why Promotions University?

#PromotionsSummit

Help TrainSales TeamsHelp TrainSales Teams

#PromotionsSummit

Contest Sales planning

Course HighlightsCreating Your Promotions CalendarTips for Sales TeamSample Packages by Media Type

#PromotionsSummit

Course HighlightsEntire Sales Processincluding CardsROI Calculator Walk-thruMerchant Center Overview

Deal Sales

#PromotionsSummit

Contest Sales

Course HighlightsSales Process byContest TypeObjection HandlingPost-Contest KPIs &Follow-up

#PromotionsSummit

Deliver ItOn-Demand

#PromotionsSummit

Be Tested &Earn CertificationBe Tested &Earn Certification

SecondStreet.com/University

housekeeping

TONIGHT•Party at the Second Street Office•Networking Dinners at 7:15pm

TOMORROW•Group Activity for Day 2•Team Breakfast at 7:30am

#PromotionsSummit

Housekeeping

Pick up your rfp

#PromotionsSummit

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Promotions Summit Day 1

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