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New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
How to Succeed with ContestsPlus 30 Proven Ideas
New York Press Association ConferenceApril 2013
New York Press Association Conference 2013
Presenter
Matt Coen
President & Co-Founder
314.880.4902
@mcoen
@secondstreetlab
secondstreetlab.com
New York Press Association Conference 2013
Agenda
• Why Contests?• Prospecting• Pitching• Planning• Post-Contest• 30 Contest Ideas
New York Press Association Conference 2013
Who We Are
New York Press Association Conference 2013
UPICKEM
• 2,000 partners• 100,000 contests• 12 million players
New York Press Association Conference 2013
Our Partners
2,900 media companies
New York Press Association Conference 2013
secondstreetlab.comsecondstreetlab.com
New York Press Association Conference 2013
New York Press Association Conference 2013
New York Press Association Conference 2013
New York Press Association Conference 2013
New York Press Association Conference 2013
Why Online Promotions?
Sour
ce: B
orre
ll As
soci
ates
In B
illio
ns
New York Press Association Conference 2013
UPICKEM
• 2,000 partners• 100,000 contests• 12 million players
New York Press Association Conference 2013
A White Label Platform
• We host the contests• You own all the data• You keep the page views• You keep 100% of revenue• You can run an unlimited
number of contests
New York Press Association Conference 2013
Case Study: Gatehouse Media 2012 Contest Calendar
Marketing Revenue Initiative Market Initiative Date Revenue
Cutest Babies January $315,000
Big Game Challenge January-February $115,505
Red Carpet Challenge February $58,674
College Basketball March $267,100
Salute to Nurses April-May $214,000
Mother’s Day April-May $65,000
The Pet Show June $71,547
Football August-October $966,000
Reader’s Choice September-November $964,000
Paint it All Pink October $275,000
Total Revenue $3,311,826
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Case study: The Statesboro herald
New York Press Association Conference 2013
The Statesboro Herald
New York Press Association Conference 2013
The Statesboro Herald
New York Press Association Conference 2013
Results: Cutest Couple Contest
•4 weeks•7 sponsors•890 new registered users•10,990 votes •25,000 page views •$3,500 in Revenue
The Statesboro Herald
New York Press Association Conference 2013
Case Study: Cutest Kids
•10 sponsors•491 Submissions•2,424 registered users•134,000 page views•Acquired over 2,000 email addresses•$10,000 in Revenue
The Statesboro Herald
New York Press Association Conference 2013
The Statesboro Herald
New York Press Association Conference 2013
The Statesboro Herald
New York Press Association Conference 2013
The Statesboro Herald
Results•9 contests + “Best Of” •$50,000 + $50k in “Best Of”•20,000 email addresses
New York Press Association Conference 2013
Managed Turnkey CustomBranded locally, managed nationally
Prizes supplied for most
Sports, Entertainment
Webinars, sales kits
You manage
Template design with room to customize i.e. ‘Cutest Couple’
Webinars, Sales kits
Any contest you dream of
Dozens of contest types
You create and manage the contest
All contest types are Facebook-friendly
Advertiser You create and manage a contest on a client’s behalf, i.e. host on their Facebook page; also referred to as the ‘Agency Model’
Contest Types
New York Press Association Conference 2013
Sports
Pro Football Season Pro Football Big Game
Golf Auto Racing Pro Basketball College Basketball Pro Hockey
Movie Awards Music Awards Television Awards
Race to the Finish Voted Off the Island
College Football BowlCollege Football Season
Awards Shows
Reality Television
UPICKEM Managed Contests
New York Press Association Conference 2013
UGC Photo
Cutest Couple Mother’s Day
Holiday
HalloweenFather’s Day
Sweeps
UPICKEM Template Contests
New York Press Association Conference 2013
UPICKEM Custom Contests
Photo Video MP3 Essay
Sweepstakes Multiple Choice Embedded Media Two Photos
All contest types are Facebook-friendly
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Prospecting
New York Press Association Conference 2013
Prospecting
New York Press Association Conference 2013
Identify the Sponsorship Type
• Exclusive• Category Specific• Multiple Sponsor
New York Press Association Conference 2013
Identify the Sponsorship Type
• Exclusive• Category Specific• Multiple Sponsor
New York Press Association Conference 2013
Identify the Sponsorship Type
• Exclusive• Category Specific• Multiple Sponsor
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
PItching
New York Press Association Conference 2013
The Pitch
• But what is it about being a sponsor of a contest that you should be pitching to the client?
New York Press Association Conference 2013
Maximize Sponsor Exposure
• Contest Page
New York Press Association Conference 2013
Maximize Sponsor Exposure
New York Press Association Conference 2013
Maximize Sponsor Exposure: Emails
New York Press Association Conference 2013
Maximize Sponsor Exposure: Your website
New York Press Association Conference 2013
Maximize Sponsor Exposure: Traditional Media
New York Press Association Conference 2013
Maximize Sponsor Exposure: Deals + Contests
New York Press Association Conference 2013
Case Study: The Wichita Eagle
Fourth Year Results:•Earned $100,000 in revenue in 2012
New York Press Association Conference 2013
Keys to Success
• Sold as an integrated print and online promotion
• Multiple Advertisers and Sponsors
• Advertisers participated as VIPs
• Heavy promotion of the contest
New York Press Association Conference 2013
Program Details
Print Advertising Details• 22 consecutive weeks• Headshot printed weekly with
latest picks and performance to-date
• Relevant NFL coverage flows over top of environment
• Double truck of sports• Single box: 2 col. X 4”• Double box: 4 col. X 4”
New York Press Association Conference 2013
Program Details
• Online Advertising Details
• Drove audience to unique URL
• Advertiser coupons
• Additional promotion for partners
New York Press Association Conference 2013
Program Details
• Online Advertising Details• Rotating 900x300 and
211x126 banners link to special offer coupons
New York Press Association Conference 2013
Get Staff Buy-in
Roll Out to Staff• Created plan book with in-depth
materials including:– Bullet-point reference sheet– Mini spec layout– Sales sheet– Customized program
agreement
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Choosing the Right Contests
New York Press Association Conference 2013
Align with Traditional Promotions
New York Press Association Conference 2013
Sell Bundled Packages
New York Press Association Conference 2013
Choosing the Right Contests
• Understand your goals• Target the right
advertisers• Keep it simple
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Contest Follow up
New York Press Association Conference 2013
Contest Follow – up
Best Practices•Email to all participants with sponsor offer•Story on winners online/print/on-air•Showcase winners on contest welcome page/winners page•Social media mentions•Showcase winners in following years promos
New York Press Association Conference 2013
Contest Follow-up
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Contest Planning
New York Press Association Conference 2013
Contest Revenue Success
New York Press Association Conference 2013
Why Plan?
New York Press Association Conference 2013
Planning Best Practices
2013 Forecast
New York Press Association Conference 2013
PLAN-IT 365 STEPS TO SUCCESS!PLAN-IT 365 STEPS TO SUCCESS!
PLAN-IT 365 Program Steps
New York Press Association Conference 2013
Contests Sweepstakes
January Kids Whole New You
February Cutest Couples Valentine’s Day
March Basketball Spring Break
April Mother’s Day
May Golf Sweeps
June Father’s Day Travel Giveaway
July Travel/Vacation Photos Concert Tickets
August
September Football (Sept-Feb) Football Tickets
October Voter’s Choice Voter’s Choice
November Holiday Shopping
December Scared of Santa Holiday Shopping
Contest Calendar
New York Press Association Conference 2013
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
30 Contest IDeas
New York Press Association Conference 2013
FitnessStar-Herald (Scottsbluff, NE)2012 Get Fit Challenge
Sponsored by Regional West Medical Center, Torrington Community Hospital, Box Butte General Hospital & more.
30
• 709 Registered Users• Total Gross revenue $14,300
“We were very happy with the results. This was our 2nd year of the contest and we plan on doing this contest every year until there are no overweight people left.”- Willy Weibert, Sales Manager
New York Press Association Conference 2013
Recipes
WNYT-TV (Albany, NY)NYS Apple Growers Recipe Showdown
Sponsored by New York State Apple Growers
29
• 54 Registered Users• 3,374 Votes• Revenue $5,000• 25,520 Page Views
“This contest was custom-designed to suit a client's specific needs. We built an exclusive sponsorship and partnered with them by providing the prize. Both the client and the station were pleased with the results.”- Lori Collado, Digital Media Specialist
New York Press Association Conference 2013
Essay
KOMO-TV (Seattle, WA)West Side Story, Share Your Love Story
28
• 383 Registered Users• 1,025 Votes• 23,162 Page Views
New York Press Association Conference 2013
Memorable Moments
KATU-TV (Portland, OR)Disneyland Making Memories Contest
Sponsored by Disney
27
• 940 Registered Users• 17, 729 Page Views
"The Disneyland Resort Giveaway was sponsored by Disney and promoted in newscasts, on our website, snipes during TV programing, Facebook and Twitter.”-Jennifer Shrum, Interactive News Producer
New York Press Association Conference 2013
Prom
Truro Daily News (Truro, Nova Scotia)Favourite Prom Photo Contest
Sponsored by Inglis Jewellers
26
• 930 Registered Users• 2,261 Votes• Revenue $1,000• 166,326 Page Views
“We ran banner ads in the paper driving entrants & voters to our website- daily for three weeks. For this particular package the sponsor supplied $1,000.00 in prizes.”- Kevin Bent, Web Editor
New York Press Association Conference 2013
Weather/Temperature
Our State (Greensboro, NC)2011 Fall Photo ContestSponsored by Mountain Community Travel Office
25
• 1,924 Submissions• 1,117 Registered Users• Revenue $2,500• 193,883 Page Views
“The sponsorship package included the contest, its presence on our website, a few call outs on our Facebook page, inclusion in our regular monthly newsletter, as well as as a standalone promotional email, and a mention in a print ad for ‘what's online’ with our magazine that month.”- Laurie Weaver, Online Media Manager
New York Press Association Conference 2013
Fishing/Hunting
New Bern Sun Journal (New Bern, NC) Gone Fishing
Sponsored by Sportsman’s Toy Store
24
• 4,864 Votes• 30,235 Page Views
“These contests are a great way to drive traffic to your website and expose more non-subscribers to your product... I'm definitely seeing where Facebook is helping spread the word in regards to entries and voting.”- Judy Avery, VP of Marketing
New York Press Association Conference 2013
Brackets
Fort Worth Star-Telegram (Fort Worth, TX)DFW.com Battle of Burgers 2011
23
• 2,342 Registered Users• Revenue $6,000• 80,620 Page Views
"There were no official sponsors, but we did generate additional ad sales (about $6,000) from local and participating burger joints in the contest. Some of those ad sales turned into long-term contracts.”- Wendy Stane, Promotions, Events, Social Media
New York Press Association Conference 2013
Drawing/Art
OrangeCounty.Com (Irvine, CA)Spring Cover Shot Surf Photo Contest
Sponsored by La Casa Del Camino, Dan Taylor Surfboards
22
• 1,140 Registered Users• 113,815 Votes• Revenue $5,000• 228,153 Page Views
"This was a fun contest for us. Revenue was $5,000 with online exposure, banner ads, etc. They also received banners run of site.”- Kris Heineman, Senior Manager
New York Press Association Conference 2013
Wedding
WCVQ-FM (Clarksville, TN)Q Wedding Giveaway 2012
Sponsored by Clarksvillebrides.com and others
21
• 5,378 Registered Users• 22,366 Votes• Revenue $7,615• 406,806 Page Views
“We had 16 sponsors and were very happy with participation from both contestants and sponsors. We plan to do it again next year.”- Scott Chase, Operations Manager
New York Press Association Conference 2013
MakeoverThe Pitch and Her Kansas City (Kansas City, MO)Make Me Over
Sponsored by KOSAMA, Lady Bird, Alignment is Life, In the Pink, Sazzy’s, Trinity Limo & Ben Palmer Photo
20
• 939 Registered Users• 10,343 Votes• 74,481 Page Views
“The makeover contest grew our Facebook fans by about 400 likes. We gained clients by selling through to our publication and websites. And we had an overall glowing response from all who participated.”- Dawn Jordan, Advertising Director
New York Press Association Conference 2013
Travel/VacationWPHL-TV (Philadelphia, PA)Apple Vacations Endless Summer Photo Contest
Sponsored by Apple Vacations
19
• 53,530 Votes• 91,764 Page Views
New York Press Association Conference 2013
Nature
Washington County Enterprise (Blair, NE)Enterprise 2011 Photo Contest
18
• 6,326 Votes• 26,823 Page Views
"We did this purely for our readers. We were thrilled at the participation of the community on this one. We do this contest every year as more of a PR move.”- Ali Zicheck, Digital Media Coordinator/ Advertising Associate
New York Press Association Conference 2013
Creative
KBFB - FM (Dallas, TX)Rihanna Red Head Hair Contest
17
• 2,295 Registered Users• 8,769 Votes
“This contest generated 1,082 Facebook likes and was a very successful campaign. We'd like to pursue a hair product advertiser to sponsor the contest next time.”- Dan Shelley, General Manager
New York Press Association Conference 2013
Big GiveawayNewsday (Suffolk, NY)Sands Wedding Giveaway
Sponsored by The Sands, Geo Events, Flowers by Topaz, Our Prints Charming, DejaVu Studios, Sugar Dinning Den
16
• 3,297 Registered Users• 18,780 Votes• Revenue $25,000• 214,790 Page Views
"All contestants were invited to a cocktail function at the Sands Hotel, where the winners were selected and announced -spot prizes and surprises were also presented.”- Diane Aiken- Miller, Interactive Display Sales Coordinator
New York Press Association Conference 2013
School Spirit/Biggest Fan
U-T San Diego (San Diego, CA)Bolt Fever – Photo Contest
15
• 717 Registered Users• 85,225 Votes• 199,687 Page Views
"For this contest we ran promos on our homepage and in our sports sections. The promos ran on the Sports pages on Sundays, which is our biggest print circulation day.”- Tom Mallory, Homepage Editor
New York Press Association Conference 2013
Mothers Day/Fathers Day
WKRG-TV (Mobile, AL)Mother’s Day Photo Contest 2012
Sponsored by Calagaz Photo and Video
14
• 4,072 Registered Users• 8,769 Votes
New York Press Association Conference 2013
GoodwillWCTV–TV (Fuquay Varina, NC)WCTV’s Teacher of the Month!
Sponsored by Super-Lube, Auto Super-Service Center, Envision Credit Union
13
• 468 Registered Users• 9,734 Votes• Revenue $36,000• 74,565 Page Views
"We put our heads together and created a sponsorship package for the contest consisting of a Title Sponsorship, with several Secondary Sponsorships available. Super Lube committed to becoming the Title Sponsor for the school season, Sept. – May. Each sponsor committed for the 9 month school term investment.”- Holly Spires, Digital Sales Manager
New York Press Association Conference 2013
Cars/Motorcycles
KY3-TV (Springfield, MO)Enter To Win $1000 From Youngblood Auto
Sponsored by Youngblood Auto
12
• 3,620 Votes• Revenue $8,000• 15,626 Page Views
"The contest added 400 new likes to their Facebook page, increased engagement and sharing of the Youngblood Page. Plus, the advertiser was extremely happy and has already booked two more contests.”- Brandon Welch, Internet Marketing Consultant
New York Press Association Conference 2013
Tattoos
The Colorado Springs Gazette Check Out My Ink!
11
• 855,786 Votes• 85,844 Page Views
”The contest generated a lot of comments and engagement from this niche community. We have found that finding the right niche audiences for contests is extremely beneficial for driving page views to our websites. This contest was a perfect example of that.”- Rudy Vasques, Marketing Manager
New York Press Association Conference 2013
Holiday
Shelbyville Times – Gazette (Shelbyville, TN)Scared of Santa
Sponsored by Lowery Jewelers
10
• 728 Registered Users• 27,231 Votes• 133,127 Page Views
"The trade sponsor had their name on the contest header and house promo ads. They also had house ads on website.”- Stevie Longwith, Online Advertising
New York Press Association Conference 2013
Beauty
Winnipeg Sun (Winnipeg, Manitoba)Be the Next SUNshine Girl
9
• 547 Registered Users• Revenue $22,000• 233,986 Page Views
"We sold a special print section-this promo generated more than $22,000 for us.”- Kevin Klein, Publisher & CEO
New York Press Association Conference 2013
AdvertisersWDBJ - TV (Roanoke, VA)Name the Baby Red Panda
Sponsored by Boxley Materials Company
8
• 840 Registered Users• 533 Votes• Revenue $3,000+• 26,296 Page Views
“Don’t forget deals! We decided to partner this contest with a deal as a way to drive foot traffic to the zoo while there was such an excitement around the panda. The voting ended at midnight and the next morning our deal was for a Family Fun Pack to Mill Mountain Zoo. - Carissa Divant, Account Executive
New York Press Association Conference 2013
Halloween
Lubbock Avalanche Journal (Lubbock, TX)Cutest Trick’r Treater Photo Contest
Sponsored by Spirit Halloween Superstores & The Maze
7
• 9,317 Votes• Revenue $2,500+• 19,716 Page Views
“We were very pleased with the amount of page views our site received as a result. We plan to do this again in the future with more sponsors and additional opportunities to win.”- Craig Martin, Digital Media Sales Director
New York Press Association Conference 2013
Talent
WPRO-FM (Riverside, RI)Dance With BritneySponsored by Wendy’s and Jive
6
• 164,132 Votes• 137,843 Page Views• 952 Registered Users• Page Views 128,421
New York Press Association Conference 2013
Couples
WLMG – FM (New Orleans, LA)Cutest Couples Photo Contest
Sponsored by Cirque Du Soleil, Ralph’s on the Park, Fischer’s Jewelry, Gigi’s Cupcakes
5
• 170,239 Votes• Revenue $8,000• 123,180 Page Views
"This was the first time we’ve done this contest and we weren’t sure how it would go, but we received more than 200 entries – which was great! Overall though, we got an additional 100,000 page views and that was a great result!”- Annette Basile, Digital Content Manager
New York Press Association Conference 2013
PetsWEZB – FM (New Orleans, LA)My Pet Rox the Black & Gold
Sponsored by Toyota of Slidell, Lakeside-Pets.com, Camp Bow Wow
4
• 612,550 Votes• Revenue $8,000• 430,402 Page Views
“This was the first year we did a contest like this, but felt it worked out really well. It gave us a chance to hit a listener “hot-button” (their pets), gave us a way talk about our NFL team without saying their name and we felt the voting results were great!”- Annette Basile, Digital Content Manager
New York Press Association Conference 2013
Local Sports
Arkansas Democrat – Gazette (Little Rock, AR)Best High School Mascot
3
• 864 Registered Users• 180,039 Votes• 175,086 Page Views
New York Press Association Conference 2013
Sweepstakes
KDAF – TV (Dallas, TX)Great Grill Giveaway
2
• 375 Registered Users• 78,100 Votes• 71,431 Page Views
"This contest was fun because you never knew what was coming next in the photos - it absolutely wasn't going to be one cute kid after another. I think our audience had a lot of fun looking and laughing at how creative/redneck some people get with a backyard BBQ.”- Jennifer Shrum, Interactive News Producer
New York Press Association Conference 2013
Kids/Babies
Herald News (Fall River, MA)Cutest Baby Contest
1
• 5,730 Registered Users• 243,770 Votes• Revenue $300,000 company wide
"We generated a 20% increase in monthly page views across our network and our advertisers were very pleased with the traffic." - Rebecca Capparelli, Director of Sales Training and Development
New York Press Association Conference 2013
Bonus Ideas
Contest Examples:•Lookalikes•Big Local Outdoor Event•Award Shows•Code Word•Bartender•Graduation•Lifestyle•Patriotic•Girlfriends
New York Press Association Conference 2013
30 Custom Contest Ideas
30. Fitness 20. Makeover 10. Holiday
29. Recipes 19. Travel/Vacation 9. Beauty
28. Essay 18. Nature 8. Advertisers
27. Memorable Moments 17. Creative 7. Halloween
26. Prom 16. Big Giveaway 6. Talent
25. Weather/Temperature 15. School Spirit/Biggest Fan 5. Couples
24. Fishing/Hunting 14. Mother’s Day/Father’s Day 4. Pets
23. Brackets 13. Goodwill 3. Local Sports
22. Drawing/Art 12. Cars/Motorcycles 2. Sweepstakes
21.Wedding 11. Best Of 1. Kids/Babies
New York Press Association Conference 2013
secondstreetlab.comsecondstreetlab.com
New York Press Association Conference 2013
Q & A
Matt Coen
President & Co-Founder
314.880.4902
@mcoen
@secondstreetlab
secondstreetlab.com