Granite Broadcasting Presentation 2013

DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE

HOW TO BE SUCCESSFUL WITH ONLINE PROMOTIONS

Our Partners

3,000 media companies


The Major Shift

Source: Borrell Associates, Inc. 2013

$ in Billions

In 2012, businessesIn 2012, businessesspent 6% spent 6% lessless on on advertising than theyadvertising than theyhad a decade earlier.had a decade earlier.

Ad Spending is Declining


$ in Billions

In 2012, theyIn 2012, theyspent 88% spent 88% moremore on on promotions than theypromotions than theyhad a decade earlier.had a decade earlier.

Promotions are Increasing


Why Online Promotions?

Source: Borrell Associates

In B

illio

ns

What We Offer

Play Anywhere


More than just a software platform


AFFILIATE SUCCESS

Webinars

Playbooks

secondstreetlab.comsecondstreetlab.com

Weekly Stadium Trainings

• PLAN-IT 365• Deals Sales Training• Admin Trainings


Promotions start with email

Email + Promotions

Intersection of Promotions

Deals Revenue from Email

66%

Email List Size & Revenue Impact

513 Sold

Deals: A Tale of Two Cities

Deals: A Tale of Two Cities

Impact of Email On Contests

ContestsContests DealsDeals

Email: Center of Revenue Plan

Direct Marketing

Direct Marketing

Email Ads

Email Ads

Quad-City Times to Make $3MM w/ Email

Email + Promotions

“Every touch point with a consumer is an opportunity to capture an email.”- Tim D’Avis, Digital Director, Quad-City Times and Director of Digital Media, Lee Enterprises

Email Growth: Next Steps


PIZZA PROMOTION TAKES D.C. BY STORM

The Washington Post

The Washington Post

• 1 in 4 entries came via Social Boost

• 750,000 emails• Papa John’s trended on

Twitter

The Washington Post

• Pizza Promotion Results– 132K pizzas were

claimed– 65% of participants

became NEW Daily Deal subscribers

– 25% of claimed pizzas came through Social Boost


The Granite Plan


1. Get Organized.

Set a Revenue Goal

Put a Team Together

Create a Calendar

Stores & Cards

Free Deals & Credits

Contests Sweepstakes

January Free Deal Kids Whole New You Sweeps

FebruaryStore:

Valentine’s Day

March Basketball Spring Break Sweeps

AprilCard:

Golf CardMother’s Day Contest

MayPromo Code:

Inactive BuyersGolf Sweeps

June Father’s Day Contest

JulyStore:

Summer FunPets

August Free Deal Summer Fun Sweeps

SeptemberCard:

Spa CardFootball (Sept-Feb)

October Best of ContestBest Of Sweeps (give

away one of everything in store)

NovemberPromo Code:

Inactive BuyersHoliday Shopping

Sweeps

December

Store: Cyber

Monday/Holiday Store

Sponsored Contests: GateHouse Media

Your Advertiser’s Marketing Plan


2. Run Contests to Build Your Database.

The Impact of Email

Case Study: U-T San Diego

Grow Database with Contests

This contest had amazing results in terms of online entries – over 57,000 submissions in 8 weeks! It shows how much our readers love to engage with the newspaper and how many are willing to pick it up to enter a contest.” - Christina Chan, Sales Promotion Supervisor

57,359 Entries 32,691 Opt-ins 27,591 Advertiser Opt-ins

“

Case Study: Toronto Sun

Sweepstakes

17,361 Entries12,294 opt-ins 71% opt-in rate!

Umbrella GiveawayWSAZ | Charleston, WV

WSAZ runs this contest every year and our audience loves it. We are able drive traffic to our site and grow our email list with this big promotion and every year its better than ever!”“ - Jack Deakin, Digital Sales Manager

Social Boost

• Reward players • Referrals can drive 25% more entries!


3. Run Sponsored Contests.

Second Street Managed Contests

Sports

Pro Football Season Pro Football Big Game

Golf Auto Racing Pro Basketball College Basketball Pro Hockey

Movie Awards Music Awards Television Awards

College Football BowlCollege Football Season

Awards Shows

Contest Types Available

Photo Video MP3 Essay

Sweepstakes Multiple Choice Embedded Media Two Photos

Template Contests

Cutest Kids Mother’s Day Halloween

Cutest Couple Holiday Sweepstakes Cutest Pets

Father’s Day

Case study: WKYT

2012 Results • Earned $40,000• Four sponsors• Attracted 10,500 players• Promoted both upfront and

round by round challenge• Expect to increase revenue

significantly in 2013

Kids & Babies

Cutest Baby ContestCanton Repository | Canton, Ohio

The sponsors loved the amount of exposure they received through our abundant promotional efforts and the ad space they received as part of the promotion.”

- Maureen Ater, Marketing Executive

$16,500 Facebook Optimized

“

Couples

2013 Cutest Couple ContestThe Signal | Santa Clarita, California

This contest helped us start a relationship with a key player in our community that wasn’t interested in ‘traditional’ local advertising. Since the contest, our partnership with the mall has continued to grow.” - Vince Johnson, Chief Multimedia Officer “

Talent

The FOX 50 Lip Dub ProjectWRAZ-TV | Durham, North Carolina

We really want to tap into the local creative community, create teamwork between students and teachers, and make money in the process. It’s a lot of work, but a lot of fun at the same time!” - Kevin Kolbe, Creative Services Director“

Pets

Cutest Pet Photo ContestU-T San Diego | San Diego, California

The Cutest Pet Photo Contest successfully brought together our audience’s love for cute pet photos, a key sponsor’s love for dogs, and a brand-new print special section focused on pets.” - Jennifer Balanky, Content & Community Manager

$30,000 in Revenue 2,592 U-T Opt-ins 299 Advertiser Opt-ins 734 Entries

“

Mother’s Day & Father’s Day

Father’s Day Grooming MakeoverRadio One | Nationally Syndicated

Exclusive Sponsor $10,000 in Revenue

2010 Results•Earned $42,000 in revenue!•Four sponsors (category exclusive)•Integrated with weekly high school highlights programming

Local Sports

Halloween

Cutest Costume ContestDaily Advocate | Greenville, Ohio

Contests like this really push friends and families to step up and register to vote. Each year the contest participation has grown and sponsors are eager to get on board, so we must be doing something right!” - Clinton Randall, Webmaster

1,536 Registered Users $500 Prize Package Facebook & Mobile Optimized

“

Holiday

Holiday Lights ContestThe Signal | Santa Clarita, California

After promoting this contest, we got a call from the Travel Channel asking if they could feature our contest on one of their Christmas specials. They followed us on our ‘Holiday Lights’ tour, when we travel to participating houses and neighborhoods and spend time with community members.” - Vince Johnson, Chief Multimedia Officer

“

Makeover

Win Your Own Man CaveThe Day | New London, Connecticut

This contest led to great exposure for the sponsors, and also showed off a type of room that was a new market for all of them.”

$12,000 in Revenue

614 Opt-ins

“

Fishing & Hunting

Show Us Your WhitetailWQSB-FM | Albertville, Alabama

This contest had good results. We plan to repeat the promotion next year.”- Ted McCreless, Advertising Sales Manager

8 Sponsors $10,560 in Revenue 193 Submissions

“

Memorable Moments

Scott’s Backyard BarbecueWROC-TV | Rochester, New York

We’ve been doing this contest for about 5 years now, and it sells out every year.”

- Don Killion, eMedia Manager

$10,000 in Revenue 52 Registered Users

“

Wedding

Lake Lanier Islands Dream WeddingWSB-FM | Atlanta, Georgia

The sponsor had the top 50 couples attend a party at the resort to showcase how they do weddings. As a result they have booked 10 weddings to date, including one of the 3 finalists who didn’t win the dream wedding!” - Sara Rethinger, Media Consultant“

Align Promotions with Special Sections

Top 10 Contest Ideas

Time of Year

Kids/Babies Year Round

Custom Sports Year Round

Sweepstakes Year Round

Couples Holiday Specific

Talent Year Round

Pets Year Round

Mother’s Day and Father’s Day

Holiday Specific

Goodwill Year Round

Halloween October

Advertiser Year Round


4. Run Advertiser Contests.

Advertiser Contests

What is the difference between running a

contest on Facebook and an “agency model”

Facebook contest?

Benefits of Running aFacebook ContestWith An App

New fans Referral features; increased sharesNew email addresses Thank You offer redemptionQualified leads Increased engagement (PTA)

What is a facebook contest?

Contest App


Like-gate;Must ‘Like’ your Page to enter


Entry form

visible after they

“Like” the Page


Grow Likes

Advertiser contest


Grow Database

Grow database


Grow Engagement

Grow engagement

Grow engagement

Source: Manta

Facebook contest

opportunity!

Facebook contest

opportunity!

The facebook opportunity


How to monetizefacebook

Katie WilsonDigital Advertising Director

Featured case study

exclusive contests

$4,000 Revenue

Exclusive contest Package

2 Week CampaignContest setup on your Facebook Page

Like-Gate

Opt-in for Email Database

1 Full Page Ad

1 Full Color Front Page Strip Ad

Email to 80k members (x2)

Web Display Ads (100k impressions ROS)

Homepage takeover

Table Tents

Total cost: $4,000

KTUU-TVAnchorage, Alaska

$7,500 in Revenue 300% Increase in

Advertiser’s Facebook Likes

1,064 Advertiser Opt-ins

Guess Anchorage’s First Snowfall

Advertiser Contest Model: Entercom


5. Run a Metro Ballot.

#voterschoice

“Last year, we had 20,000 votes and it took us over 2 weeks to count.

This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.”- Len Egdish, Naples Daily News

#voterschoice

Voter’s Choice Revenue Opportunities


6. Run Niche Ballots.


7. Run Deals

Featured DealsWally Park News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington

$62,202 in Revenue $7 for $14.95 deal

Killeen Daily Herald Holiday Deals Stores

$16K+Revenue from holiday

deals

$16K+Revenue from holiday

deals

47%Jump in average per deal revenue during holidays

47%Jump in average per deal revenue during holidays

Deal Cards

Multi-Merchant or Single-Merchant

High Price Point + Great Value

Choose your fulfillment

Golf Punch Cards

• UpNorthLive.com– Traverse City, MI– NBC/ABC Station– DMA 119

• Multi-course cards• 1 Round per Course• Big promotional

package• $99 per card

Over $175K & GrowingThis Year

Takeaways for Elements of a Great Deal

Make Deal Quality a Priority

Review the Top Performing Sub-Categories

Know Which Categories are Evergreen

Use the Deal Quality Checklist


8. Promotions + Traditional Media

Pro Football Contest

The State Journal-RegisterSpringfield, IL50,000 circulation


VIP picker photo printed weekly


Four page pullout for 23 weeks

• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs


Result:$100K in revenue


The Daily AdvocateGreenville, Ohio7,000 circulation

Fair Photo Cover Contest


Contest photos printed alongside ads


Contest and magazine seen as integral part of the fair



Metro Ballot

The Naples Daily NewsNaples, FL61,000 circulation

Metro Ballot

Metro Ballot

Coupon drivingfoot traffic

Call to Action+ QR Code

Metro Ballot

Print sales were up 35% in 2013!



Niche Ballot

The Roanoke TimesRoanoke, VA90,000 circulation

Niche Ballot

Niche Ballot

Integrated promotional plan

Niche Ballot



Shaw Suburban Media Dixon, ILGroup-wide deal

Deal

Deal

Aggressive PRINT

promotion

Aggressive PRINT

promotion

Niche Ballot



Choosing the Right Contests

Niche Ballot



2010 Results•Earned $42,000 in revenue!•Four sponsors (category exclusive)•Integrated with weekly high school highlights programming

WJHG-TV

Program Details•Player of the week sponsor•Score Board sponsor•14 week integrated on air and online campaign

WJHG-TV

Keys to Success• Heavy promotion on air

and online• Integrating with Friday

Night Overtime program• Local weekly and national

prizes• Custom game to attract

local attention• Multiple sponsorship

levels and category exclusivity

WJHG-TV

Niche Ballot



Video Contest

WRAZRaleigh, NCDMA 24

Niche Ballot




The Major Shift

Why Online Promotions?

Source: Borrell Associates

In B

illio

ns

Business

Granite Broadcasting Presentation 2013