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#PromotionsLab
How to Drive Digital Revenue &
Generate Leads for Advertisers with
Promotions
#PromotionsLabsecondstreetlab.com/idea-bank
Promotion ExamplesCase Studies
Playbooks & Worksheets
WHY
PROMOTIONS
?
Shift in Spend
Source: Borrell Associates
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Online
Promotions
are
Exploding
Promotions are a Growing Trend
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
2 STRATEGIES
FOR
PROMOTIONS
SPONSORED
CONTESTS
&
MEASURABLE
RESULTS
SPONSORE
DCONTEST
S
What’s a Sponsored Contest?
Contest Run on Media Company Website,
Sponsor Logo Included in Branding
WKDZ-FM Bathroom Makeover Contest
$5K in Revenue
7 Sponsors
$6,500 Prize Value
Contesting works in small markets!
WCKX-FM Photo Contest
$10K in Revenue
Part of a $30 - $40K annual buy
Cross promoted Powerfest
Deep engagement with audience
WSB-FM Dream Wedding Contest
10 weddings books
$30K for station
500 engaged couples as leads
WCKX-FM Imported from the D
$60K in Revenue
1,200+ new fans
562 new emails
12,000% increase in engagement
DRIVING
MEASURABLE
RESULTS
#promotionslab
Advertisers Want to
Activate Consumers
1. Generate Leads
2. Drive Foot Traffic
3. Grow Social Engagement
4. Grow Email Database
5. Collect Data
What Advertisers Want
1. Generate Leads
2. Drive Foot Traffic
3. Grow Social Engagement
4. Grow Email Database
5. Collect Data
What Promotions Do!
✔
What is An Advertiser Contest?Contest Run on Advertiser’s Page,
Media Company Not Visibly Involved
Why Measurable Results Matter:
For your station:
You are in control of elements of
campaign
Encourages repeat business
Be the expert in your market
$$$
For your advertiser:
Tangible outcomes
Measurable results
Deliver agreed upon results
Why Measurable Results Matter:
Uncovering Advertiser
Goals
NEEDS ANALYSIS
Why Do a Needs Analysis?
Learn
Advertisers Goals
Uncover
Challenges
Build a
Relationship
Gain Additional
Insights
“How will you measure success?”
Questions to Ask
High Value
“What areyour
main goals?”
Crafting Your
Pitch
PICK THE RIGHT PROMOTION
SET THE RIGHT GOALS
Optimizing The
Campaign
Track the campaign
• Track results throughout the life of the
campaign
• Keep in contact with the advertiser
Following Up
FOLLOW-UP MEETING
Share Measureable Results
Continue Needs Analysis Discussion
Next Steps for Advertiser (and You)
Case Studies
Grow Email Database
Grow Social Engagement
Collect Data
THE SOLUTION
THE CAMPAIGN
Radio Internet Radio
Email Display Ads
THE CAMPAIGN
2,199email opt-ins
RESULTS
RESULTS
1,284 New
Likes!
56% entered through mobile
SURVEY RESULTS
Did you know Haydel'sBakery has Gluten
Free Options?
Yes No
Did you know Haydel'sBakery makes King Cakes all year long?
Yes No Yes No
Did you know we
ship worldwide?
Q2 PROMOTION
Q3 PROMOTION
SECRET SAUCE
• Valuable insights for the advertiser and lead generation
• Mobile database, Facebook, and email database growth
• Proof through results
Drive Leads
Grow Social Followers
The Solution
RESULTS
40Qualified Leads
#PromotionsLab
Generate Leads
Grow Email Database
Grow Social Engagement
THE SOLUTION
QUALIFYING SURVEY QUESTIONS
RESULTS
164Qualified Leads
RESULTS
217opt-ins
RESULTS
100Facebook Likes
SECRET SAUCE
• Targeted promotion for a niche audience
• Survey questions qualified entrants
• Follow-up meeting with client to discuss next steps
More Promotion Types
More Promotion Types
Golf CardKCSP-AM | Kansas City, Missouri
$25k
Email = 66% of
Deal Revenue
0
50
100
150
200
250
300
350
400
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
Contest Submissions by Day
70% of
Submissions
The Impact of Email
Golf CardKCSP-AM | Kansas City, Missouri
Next Steps
Needs Analysis
Pick the Right Promotion
Promotions Deliver Results
Share Measureable Results
WHATNOW?
Getting Started: Get Trained
Promotions
University is an
online training
program designed to
help you and your
team run successful
promotions.
Contest Sales Planning Contest Sales
Deal Sales
Learn more at:
secondstreet.com/university
Download our contest planning calendar template and idea bank at:
Getting Started: Create a Plan
secondstreetlab.com/calendar
Getting Started: Create Packages
Download our sample packages at:
secondstreetlab.com/packages
secondstreetlab.com/idea-bank
Promotion ExamplesCase Studies
Playbooks & Worksheets