Promotions Summit Top Takeaways Webinar

#PromotionsSummit

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Julie FoleyDirector of Affiliate [email protected]@julie_foley

Matt CoenPresident & [email protected]@mcoen

Beth MannPresident, WKDZ/WHVOCadiz, KY | DMA 79@radioedge

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Questions?ask in the GoToWebinar panel

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Summit Overview

Top Takeaways

Game Plan

In the webinar…

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2015 Promotions Summit Attendees

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Promotions move to center stage for media.

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Promotions Are Increasing

$ in Billions

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2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018$0

$10$20$30$40$50$60$70$80$90

IN B

ILL

ION

S

source: Borrell Associates

Why Online Promotions?

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“We can ask for big dollars because we canshow its value.”-Karie ThorntonWPSD-TV

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164 qualified leads and 8 consultations booked

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ADD QUIZ

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32,691 opt-ins for promotions email list

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Invest in promotions. Understand their place not only in your promotions revenue forecast, but in all your digital initiatives.

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The rise of data is creating a big shift towards targeted advertising.

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The Shift To Targeted Advertising

$ in Billions

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“Everything is becoming targeted. It’s a huge wave and everything flows into it.”

-Corey ElliotBorrell Associates

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“Data is becoming critical for success with targeted advertising.”

-Kent OglesbyKY3-TV

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“I don’t want big data, I actually want small data.”

-Lutz FingerLinkedIn

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Start building consumer data profiles for your media company.

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Promotions are your best source of first-party data.

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“Gathering first-party data is absolutely priority #1.”

-Tim MurphyEntercom Communications

“We’ve been talking for years about the rich data that we’re collecting through promotions. The future is now!”

-Doug VillhardSecond Street

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“Gathering first-party data is absolutely priority #1.”

-Tim MurphyEntercom Communications

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“Our biggest pocket of data comes from promotions.” -Kent OglesbyKY3-TV

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Interests ?

Advertisers ?

Purchase History ?

Name ?

Email ?

Gender ?

Age ?

Address ?

Postal Code ?

Income Level ?

CONSUMER PROFILES

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Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓

CONSUMER PROFILESInterests Home (Remodeling)

Advertisers ?

Purchase History ?

HOME IMPROVEMENT SWEEPSTAKES

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Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine

Advertisers • Aveda Salon & Spa• Bridge Tap House & Wine Bar• Cardinal Glennon Children’s Medical

Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History ?

Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓

CUSTOMER PROFILES

METRO BALLOT

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CONSUMER PROFILESInterests Beauty, Education, Healthcare, Home (Buying,

Remodeling), Kids, Restaurants (Italian & Mexican), Wine


Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History ?

Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓“What Kind of Car Should You Drive?” Quiz

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Purchase History

Beauty, Local Events, Italian Restaurants

Name ✓

Email ✓

Gender ✓

Age ✓

Address ✓

Postal Code ✓

Income Level ✓

CONSUMER PROFILES

ECOMMERCE OFFERS

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Purchase History

Beauty, Local Events, Italian Restaurants

Name ✓

Email ✓

Gender ✓

Age ✓

Address ✓

Postal Code ✓

Income Level ✓

CONSUMER PROFILES

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“In terms of promotions data, you don’t have to wait until you have a full database – use what you have now.”

-Kathy LehmenMcClatchy Interactive

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“I used to think that having a lot of data would solve a business problem. It didn’t.”


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“Ask the rightquestions.”-Lutz FingerLinkedIn

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“The data game is not over. It has just begun.”


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Understand the first-party data you have from promotions today. Then use

promotions to strategically build out your consumer profiles.

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Your email database is critical to your digital reach in your community.

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“Email is the #1 driver of digital conversions.”

-Emily ThousandSecond Street

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Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 70

50

100

150

200

250

300

350

400

Submissions by Day

70% of Submissions

The Power of Email

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“Email is your bread and butter. It’s something you own. I love those opt-ins.”

-Kim ReisEntercom Communications

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300,000 new email subscribers

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“Do you have 80% of your market’s email addresses?”

-Matt CoenSecond Street

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Set a three-year goal to capture 80% of the emails in your market.

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Media is using morepromotions types than ever.

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“Quizzes allow us to engage with our audience in a unique way.”

-Chris JuzwickMadison.com

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“When people get to vote on what they think is best, they are super engaged.”

-Heather PriceJournal Media Group

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“Ecommerce is an ongoing program which continues to drive substantial revenue.”

-Kathy LehmenMcClatchy Interactive

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“Sponsored contests are the foundation of our promotions strategy.”-Joe BarbatoRecord-Journal

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“We have positioned ourselves as digital consultants.”

-Danielle OutlawNeuhoff Communications

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“Social contests allow us to drive engagement.”

-Tim HallRadio One

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Run quizzes, ballots, surveys, hashtag photo sweeps, and more to help you reach

your goals.

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Set a goal big enough to matter.

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“It’s got to bebig enough to matter.”

-Beth MannWKDZ-FM & WHVO-FM

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$250Kin Digital Revenue

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Think big. Create ambitious goals around revenue, reach, and targeted data

collection with promotions.

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Promotions success starts with the right people, planning, and training.

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“You can make the best effort the sooner you prepare.”

-Kim WildenmannScripps Company

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“ I LEFT THE PROMOTIONS SUMMIT KNOWING WE NEEDED SOMEONE TO FOCUS ON PROMOTIONS TO ENSURE WE’RE DRIVING ALL THE REVENUE POSSIBLE.”

SHAWN PALMER, VP & CHIEF REVENUE OFFICERTHE RECORD-JOURNAL

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“I am the first Promotions Manager at the Record-Journal.”

-Joe BarbatoRecord-Journal

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“Make digital training a top priority.”

-Kelly GearySwift Digital

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

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$250Kin Digital Revenue

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$127Kso far in 2015

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Leverage Second Street’s resources, including University, Lab, Calendar Template, Promotions Manager Job

Description, to get started.secondstreetlab.com/summit

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Sponsored Contests

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Advertiser Contests

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Email Reach Database

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Consumer Data Profiles

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Promotions Summit Top Takeaways Webinar