Post on 15-Jan-2017
OVER 3,000 MEDIA COMPANIES
Ad Spending is FlatIn 2014, businessesspent only 2.8% more on advertising than theyhad a decade earlier.
Source: Borrell Associates, Inc. 2015
Promotions Are Increasing
In 2014, theyspent 96.4% more on promotions than theyhad a decade earlier.
Source: Borrell Associates, Inc. 2015
WHY ONLINE PROMOTIONS?
Source: Borrell Associates, Inc. 2015
secondstreetlab.com
secondstreetlab.com/sipconnect
Engagement Types
Promotions Forms MessagesInteractive Content
Engagement Types
Promotions
PROMOTIONS
Sweepstakes
Sweepstakes, Photo/Video Contests, & Sports
Pick’ems
PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video Contests, & Sports
Pick’ems
PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video Contests, & Sports
Pick’ems
PROMOTIONS
Photo Contests
Sweepstakes, Photo/Video Contests, & Sports
Pick’ems
PROMOTIONS
Sports Pick’ems
Sweepstakes, Photo/Video Contests, & Sports
Pick’ems
PROMOTIONSSweepstakes, Photo/Video
Contests, & Sports Pick’ems
Deals
Engagement Types
Promotions Interactive Content
INTERACTIVE CONTENT
Personality Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Personality Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Trivia Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Editorial Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Editorial Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Native Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Native Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Native Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Native Quiz
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Ballots
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Ballots
Quizzes, Ballots, & Community Photo Galleries
INTERACTIVE CONTENT
Ballots
Quizzes, Ballots, & Community Photo Galleries
Engagement Types
Promotions FormsInteractive Content
FORMS
Surveys
Surveys, Subscriptions, & Registrations
Engagement Types
Promotions Forms MessagesInteractive Content
STATE JOURNAL-REGISTER
PRO FOOTBALLCONTEST
RESULTS:
$125,000
CASE STUDY
THE SIGNAL
BEST OF SANTA CLARITA VALLEY
RESULTS:
56% INCREASE IN VOTES
CASE STUDY
WXMI-TV
GROCERY GIVEAWAY
RESULTS:
6,752EMAIL OPT-INS
CASE STUDY
YOUR DATABASE IS NOT JUST A BUNCH OF EMAILS
…THEY ARE PEOPLE.
Interests ?Advertisers ?
Purchase History ?
Name ✓Email ✓
Gender ?Age ?
Address ?Postal Code ?
Income Level ?
CONSUMER PROFILES
Name ✓Email ✓
Gender ✓Age ✓
Address ?Postal Code ✓
Income Level ✓
CONSUMER PROFILESInterests Home (Remodeling)
Advertisers ?Purchase
History ?
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• Keller Williams Realty• Mission Taco• Pastaria• The Magic House
Purchase History ?
Name ✓Email ✓
Gender ✓Age ✓
Address ?Postal Code ✓
Income Level ✓
CUSTOMER PROFILES
CONSUMER PROFILESInterests 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• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House
Purchase History ?
Name ✓Email ✓
Gender ✓Age ✓
Address ?Postal Code ✓
Income Level ✓
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• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House
Purchase History
Beauty, Local Events, Italian Restaurants
Name ✓Email ✓
Gender ✓Age ✓
Address ✓Postal Code ✓
Income Level ✓
CONSUMER PROFILES
KNOW YOUR DATABASE
READY TO BUY A CAR
KNOW YOUR DATABASE
READY TO BUY A CAR
LOOKING TOPURCHASE JEWELRY
KNOW YOUR DATABASE
READY TO BUY A CAR
LOOKING TOPURCHASE JEWELRY
READY TOREMODEL A
HOME
KNOW YOUR DATABASE
READY TO BUY A CAR
LOOKING TOPURCHASE JEWELRY
READY TOREMODEL A
HOME
INTERESTEDIN MEXICAN
RESTAURANTS
KNOW YOUR DATABASE
USER PROFILE DATA DRIVES AD REVENUE
SALES SHEETS
EMAIL DRIVES ENGAGEMENT
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 Submission
s
THE POWER OF EMAIL
DATA DRIVES DIRECT MARKETING
The Shift To Targeted Advertising
$ in Billions
DATA DRIVES CIRCULATION
MEMBER ACQUISITION
MEMBER RETENTION
DATA DRIVES TARGETED DISPLAY
TARGETED DISPLAY
USE PROMOTIONS TO BUILD DATA FOR YOUR ADVERTISERS
CASE STUDY: AUDIOLOGY AND HEARING CENTER
Identify Locals Interested in Hearing
Aids
Grow Opt-In List
Get people to come to lunch-and-learn
ADVERTISER GOALS
SURVEY QUESTIONS
359entries
164people planning to purchase a hearing aid in the next 12 months
217new email opt-ins
95interested in events
55wanted a phone call
CASE STUDY: HIGDON FURNITURE
1,800+users took the
quiz
74%email opt-in rate for
sponsor
COMBINING THE CONCEPTS
CASE STUDY: MEXICAN VILLA
1,700entries
70%email opt-ins
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
For many media companies right now, there’s a struggle in creating cross-team collaboration and a lack of a designated champion for promotions and interactive content.Julie FoleySecond StreetDirector of Affiliate Success
VISUALIZE WINNING
News
Operations
Marketing
Audience Dev.
Sales
Before, we were treating promotions just like every other thing we did. We didn’t have a strategy.
Peter NewtonChief Revenue OfficerGateHouse Media
You won’t get there unless you leverage the talent you have in every single department in your organization.
Rebecca CapparelliExecutive Director of PromotionsGateHouse Media
To date, we’ve earned over $120,000 from promotions and our success is a direct result of our digital promotions team.
James BlascoAccount ExecutiveDaytona Beach News Journal
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
We took a year off from focusing on promotions and instantly felt the pinch as revenue dipped. We saw the big opportunity. It was time for us to take advantage of that.
Peter NewtonChief Revenue OfficerGateHouse Media
You don’t succeed accidentally. Set a goal that’s big enough to matter.
Beth MannPresident & CEOWKDZ-FM & WHVO-FM
Planning ahead is key to your success. Without a plan, it’s easy to stumble.
Kim WildenmannDigital Promotions & Contesting ManagerScripps Company
Your team follows your lead - If you don’t treat promotions and interactive content as a priority, neither will they.
Kent OglesbyNew Media Development ManagerKY3-TV
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
Engagement is the new currency and artful engagement is the gold standard. If you’re not working to grow your email database, you’re missing the boat.
Gordon BorrellCEOBorrell Associates
The more people you have in your promotions database, the more people you can email, and the more revenue you can make.
Tim D’AvisDirector of Digital ProductsLee Enterprises
Our light bulb moment was realizing that we need a direct line of communication with our consumers, and email was the conduit for that.
Tim D’AvisDirector of Digital ProductsLee Enterprises
You’ve got to prioritize your audience database growth. I imagine most of your teams offer bonuses based on revenue. But, how many of you have a bonus tied to database growth?
Tim MurphyVIP Digital Strategy & Enterprise PlatformsEntercom Communications
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
Advertisers are looking for specifics - women, aged 25-45, who prefer organic food, and have children. And your media company is going to have to rise to the occasion and figure out how to provide those results.
Tim MurphyVIP Digital Strategy & Enterprise PlatformsEntercom Communications
We need to be thinking about the audience first. Once you’ve developed an audience and earned their trust, revenue will follow.
Doug VillhardPresident & Co-FounderSecond Street
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
Advertisers are planning to change where they’re spending money. And the time is ripe for presenting digital ideas to your clients.
Gordon BorrellCEOBorrell Associates
You want to be your advertiser’s marketing consultant. That starts by treating the CNA as an avenue to learn about your client, without the goal of selling to them.
Sara DrokeDirector of Emerging MediaWPSD-TV
The huge success of our Scariest Bathroom contest led us to creating lead-generating contests for other home service businesses (basements, backyards, garages).
Matt NystromVIP of Digital MediaSaga Communications
The advertiser was so impressed with the results, they’re tripling their advertising spend with us for next year.
David WittinglerDigital Sales ManagerSteamboat Pilot & Today
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
The entire concept of targeting has evolved. It used to be enough to just target by city and by station format. That’s not enough anymore. And your advertisers deserve more.
Tim MurphyVIP Digital Strategy & Enterprise PlatformsEntercom Communications
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
Going all in and committing to a true Audience Engagement strategy makes all the difference.
Peter NewtonChief Revenue OfficerGateHouse Media
VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY
1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy
secondstreetlab.com/sipconnect