How to Plan your 2015 Promotions Calendar for Success

#PromotionsLab

#PromotionsLab

Matt Chaney@mattchaney

Liz Crider@emcrider

Presenters

#PromotionsLab

Questions

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

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PROMOTIONS SUITE DATA SUITE

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WHY PLANNING MATTERS

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“If you don't know where

you are going,you'll end up someplace

else.”

-Yogi Berra

#PromotionsLab

Goals Are the Roadmap to Success

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Be Focused on the RIGHT Things

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Sell Efficiently

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Drive Significant Revenue

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Build a High-Quality Database

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“Plan your work. Work your plan.”-Beth MannWKDZ-FM & WHVO-FM

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“It’s got to bebig enough to matter.”

-Beth MannWKDZ-FM & WHVO-FM

#PromotionsLab

FOURSTEPS TO PLANNING

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Step 1: Establish Your Goals

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Step 2: Create a Promotions Team

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Q1 Q2

Step 3: Build a Calendar

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Step 4: Track Your Results

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EMAIL DATABASE GOAL

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Email Goal Calendar

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Email Goal CalendarStart with

Goal &Timeline

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Email Goal Calendar

Enter Your

Promotions

Plan Here

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Email Goal Calendar

Project & Track EachPromotion’s Results

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Email Goal CalendarRolls Up

AllProjections & Actual

Results

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Defining Your Email Database

Goal

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Create or Grow Promotions Database

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Make Database Its Own Goal

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Focus on Sweepstakes to Build List

=

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Ensure Its a High-Quality Database

First party data Truly opted in email addresses No purchased lists

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Why a Database Goal

is Important

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Bigger Database = Bigger Reach

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Bigger Database = More Valuable Promotions

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Bigger Database = More Segmentation Options

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Impact of Email

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Establishing & Executing

Your Database Goal

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Establishing Your Goal

How many people are in your market?Do you know how big your email database is?Are you reaching 80% of the local market?

#PromotionsLab

Set One-Year Growth Goal & Track

Clear GoalSpecific Timeline

Track Results

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Decide on Your Growth Trajectory

5% 10%

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Get Entire Organization Involved

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Capture Wherever Possible

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Ways to Maximize Database

Growth

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Give Away Prizes w/ Broad Appeal

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Have Prize Value Min. of $250

$250

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Leverage All of Your Assets

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Turn On Social Sharing Features

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Keep Form Short & Sweet

Email Name Zip Age Gender

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Planning CalendarWalk-thru

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Email Goal Calendar

Two Promotions

Surpassed Our Monthly

Goal

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SPONSOREDREVENUE GOAL

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Sponsored Revenue Goal Calendar

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Sponsored Revenue Goal CalendarStart withAnnual Goal

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Sponsored Revenue Goal Calendar

Enter Your

Promotions

Plan Here

#PromotionsLab

Sponsored Revenue Goal Calendar

Project & Track EachPromotion’s Results

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Defining Your Sponsored Revenue

Goal

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Think of It Like an Event

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Runs on Your Site

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Sponsorship = All Promotion Types

Submission BallotsSweepstake

sQuizzes

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Why a Sponsored Revenue

Goal is Important

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Drives Significant, Ongoing Revenue

$

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Aligns w/ Existing Initiatives

&

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Also Grows Your Database

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Captures Data & Insights

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Establishing & Executing

Sponsored RevenueGoal

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Decide Your Revenue Goal

$25,000

Per Quarter

$50,000

Per Quarter

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Seasonal and Holiday Events

Seasons Holidays

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Internal Initiatives

SpecialSection/Issue

MarketingEvent Programming

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Business Categories to Grow

Activities & Recreation

Restaurants Healthcare

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Target Specific Advertisers to Grow

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Top IdeasTo

p Ideas

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Sample Promotion PricingPromotion Type Medium Market

Sweepstakes $2,500

Submissions Title - $4,000Supporting - $1,200

Pick ‘Ems Title - $15,000Supporting - $2,500

Ballots Title - $20,000Supporting - $5,000

Quizzes $2,500

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Planning CalendarWalk-thru

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Sponsored Revenue Goal Calendar

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Sponsored Revenue Goal Calendar

Four Promotions

Surpassed Our Monthly

Goal

Also Generated

New Opt-ins

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ADVERTISERREVENUE GOAL

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Calendar Walk-Thru

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Calendar Walk-Thru

AdvertiserInstead of

Theme

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Defining Your Advertiser Revenue

Goal

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Put Your Advertiser in the Spotlight

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Runs on Advertiser’s Site or Page

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Custom Advertiser Promotions = Sweepstakes & Quizzes

Sweepstakes

Quizzes

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Why a Advertiser RevenueGoal is Important

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Additional Revenue Stream

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New Solutions for Advertisers

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Establishes You as the Expert

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Supports Your Agency Strategy

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Establishing & Executing

Advertiser RevenueGoal

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Decide Your Revenue Goal

$15,000

Per Quarter

$30,000

Per Quarter

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Establish Pricing

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Determine How Many Needed to Reach Goal

Quarterly Goal

Price Per Promotion

Number Needed Per Month

$15,000 $2,500 2x

$30,000 $2,500 3x

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Planning CalendarWalk-thru

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Calendar Walk-Thru

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RESOURCES

#PromotionsLabVisit Promotions University Booth

#PromotionsLab

• Contest Planning

• Ecommerce Planning

• Ballot PlanningPlanning

#PromotionsLab

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

Advertiser ContestsSelling

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

Executing

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Want a Sneak Peak?

chaney@secondstreet.com

#PromotionsLabsecondstreetlab.com

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August 27th at 1PM ET

secondstreetlab.com/webinars

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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

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Identify YourTop

Priorities

#PromotionsLab

Create a Promotions Team

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Create Time-Bound & Measurable

Goals

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Track Results &Adjust as Needed

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Matt Chaney@mattchaney

Liz Crider@emcrider

QUESTIONS?