2014 NENPA Conference

@secondstreetlab

DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE

Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready

Matt CoenPresident & Co-FounderSecond Street@mcoen

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Second Street

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3,000 Media Partners

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secondstreetlab.com@secondstreetlab

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The Major Shift

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Why Online Promotions?In

Bill

ion

s

Source: Borrell Associates, Inc. 2013

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start with email

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$3MM from Email

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Intersection of Promotions

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91% of people check their

email at least once a day

91% of people check their

email at least once a day

Source: eMarketer

Daily Activities of US Internet Users

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70% of Submission

s

70% of Submission

s

The Impact of Email

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Email = 66% of Deal

Revenue

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Email List Size & Revenue

513 Sold

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Deals: A Tale of Two Cities

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Email + Promotions

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opportunities for online promotions

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Run Sponsored

Contests1

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$30,000 in Revenue

2,592 U-T Opt-ins 299 Advertiser

Opt-ins 734 Entries

Cutest Pet Photo ContestU-T San Diego

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$12,000 in Revenue

614 Opt-ins

Win Your Own Man CaveThe Day

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$102,288 in Revenue1,222 Registered UsersSponsored by 18 local golf courses

Mulligan Match-UpThe Wisconsin State Journal

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$68,000 in Revenue1,634 Registered UsersSponsored by True Value, Reid’s, Vistar Eye Center

& more

Fearless ForecastersThe Roanoke Times

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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“

Case Study: Toronto Sun

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Promotions + Print

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Pro Football ContestThe State Journal-RegisterSpringfield, OH50,000 circulation

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VIP picker photo printed weekly

Pro Football Contest

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Four page pullout for 23 weeks


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


Result:$100K in revenue

Result:$100K in revenue

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Dream WeddingWSB-FM

$30,000 in Revenue483 Submissions10 Weddings Booked with

Sponsor

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Sponsorship Models

Exclusive

Exclusive

Category-ExclusiveCategory-Exclusive

MultipleMultiple

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Identify the Right Sponsors

Who would be a good match for

the target demographic & contest theme?

Who would be a good match for

the target demographic & contest theme?

Who needs a fresh idea to maintain or

increase spend?

Who needs a fresh idea to maintain or

increase spend?

Who do I want to grow business

with?

Who do I want to grow business

with?

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Run Advertiser Contests2

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What is a Facebook Contest?

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Like-Gate

Must ‘Like’ your

Page to enter

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Visible after they

‘Like’ the Page

Entry Form

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Expand Reach with Social Boost

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Incentivize the Like

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Advertiser Contests

What is the difference between running a

contest on Facebook and an “agency model”

Facebook contest?

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Sponsored vs. Agency-Model

On an Advertiser Page, No

Mention of Media Company

On an Advertiser Page, No

Mention of Media Company

On a Media Company Page,

Sponsor in Branding

On a Media Company Page,

Sponsor in Branding

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18 Million SMB Facebook

PagesSource: Wall Street Journal, Facebook July 2013

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Source: Manta

Facebook Contest

Opportunity

Facebook Contest

Opportunity

SMB Social Media Goals

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$500 Local Bank GiveawayEntercom New Orleans

$18,000 in RevenueLikes Doubled in 2

Weeks

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1,252 New Likes

+12,800% increase in PTA

Page 2 of 5

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562 new emails

Page 3 of 5

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1000 @

$130a card500

@ $37.50a card

Page 4 of 5

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$130,000 in revenuePage 5 of 5

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agency services

$14,000 Revenue

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Identify Hot Leads

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Exclusive Advertiser Package

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

1 Sunday Full Page Promotional Ad $1,000

3-3 Column x 10” Print Ads $750

Contest setup on your Facebook Page $500

Like-Gate $750

Opt-in for Email Database $750

Social media mentions $500

Email blast to 20k members $1,000

Web Display Ads, 100k ROS impressions $750

Total Value: $7,000

Cost To You: $5,000

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Spring into PrizesQuad-City Times

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Case Study: Advertiser Facebook Contests

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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included


3-3 Column x 10” Promotional Print Ads $2,340

Shared email to 80K + $6,000

100k ROS impressions (728x90 promotional ad)

$2,000

Total dominance contest promotion $2,000

Set up and placement on contest page $500

Total Value: $15,990

Cost To You: $1,750

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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included


3-3 Column x 10” Promotional Print Ads $2,340

Shared email to 80K + $6,000

100k ROS impressions (728x90 promotional ad)

$2,000

Total dominance contest promotion $2,000

Set up and placement on contest page $500

Total Value: $15,990

Cost To You: $1,750Per Campaign Revenue = $26,250

Yearly Revenue (4 per year) = $105,000

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Run Deals3

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$2MM from deals

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Weekly DealsShaw Suburban Media

$178,000 in Revenue

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Deal StoresQuad-City Times

$154,835 in Revenue

77 Deals8,086 Sold

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Reader’s Choice Deals StoreRecord-Journal

Total Revenue:$18,229

Total Revenue:$18,229

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Golf Card

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JS Online

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JS Online

Results

•Over $45K gross (and growing)•Unlimited Inventory•Must Pay Cart Fee•Valid through 2014 Season

Results

•Over $45K gross (and growing)•Unlimited Inventory•Must Pay Cart Fee•Valid through 2014 Season

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WISE TV

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WISE TV

Results

•$75k + in Gross Revenue•1,000 cards SOLD OUT IN A MONTH•Must Pay Cart Fee•Valid through 2014 Season

Results

•$75k + in Gross Revenue•1,000 cards SOLD OUT IN A MONTH•Must Pay Cart Fee•Valid through 2014 Season

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Spa Card

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State College Spa Card

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State College Spa Card

Results

•Over $12K gross•Sold Out…TWICE•Popular Spa•Huge Promotion

Results

•Over $12K gross•Sold Out…TWICE•Popular Spa•Huge Promotion

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Expand Reader’s Choice4

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“Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program.

It only took 30 minutes to set up this year! Last year it took a week and a half to tabulate this year we drastically reduced that.”

Tammy BurdickSenior Market Analyst, The Roanoke Times

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“Last year, we had 20,000 votes and it took us 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 EgdishNaples Daily News

#voterschoice

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Revenue Opportunities

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Upgraded Listings

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Category Sponsorships

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Online Ads

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Special Print Issues

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“Vote” & “Thank You” Ads

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Live Events

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Deals Stores

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best of santa clarita valleyThe Signal | Santa Clarita, California

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$110,000 in RevenueLive Event

southwest florida’s choice awardsNaples Daily News | Naples, Florida

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Run Niche Ballots5

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We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.”

- Vince Johnson, Chief Multimedia Officer

$4,000 in DIGITAL Revenue

1,000+ Opt-Ins20,000+ Votes

“

football fans’ choice awardsThe Signal | Santa Clarita, California

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The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.” - Tammy Burdick, Senior Market Analyst

$70,000 in Revenue Integrated Ballot, Print Special

Section, and Deals Store

“

best of holiday shoppingRoanoke Times | Roanoke, Virginia

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We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.”

- Marty Carry, Advertising Director

“

state fair top tenState Journal-Register | Springfield, Illinois

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Digital Revenue from Expanded Listings & Category Sponsorships

Print Revenue from Thank You Ads in Print Issue

family favoritesMetroFamily Magazine | Oklahoma City, Oklahoma

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wedding

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sports

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food

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holidays

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business

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BALLOTS HIT ON TRENDS

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LISTS

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MOBILE

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LOCAL

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SOCIAL

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CROWD SOURCING CONTENT

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SMB ADVERTISERS

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USER-GENERATED REVIEWS

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LIVE EVENT

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plan

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Set a Goal 11

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Put a Team Together 22

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Create a Calendar 33

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Stores & Cards

Free Deals & Credits

Contests Sweepstakes Ballots

January Free Deal Kids

February Golf

MarchCard:

Golf CardBasketball

AprilMother’s Day

Contest

MayPromo Code:Inactive Buyers

June Summer Fun Metro

JulyStore:

Summer FunPets

August Free Deal

September Football (Sept-Feb) Spa

OctoberCard:

Spa CardHalloween Holiday

NovemberPromo Code:Inactive Buyers

Holiday Shopping

December

Store: Cyber

Monday/Holiday Store

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Organize Your Team 44

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Excite Your Sales Force 55

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blindersummit.comChicago: May 21st & 22nd

blindersummit.comChicago: May 21st & 22nd

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Q&A

Matt [email protected]@mcoenSecondstreetlab.com@secondstreetlab

secondstreetlab.com/nenpa

2014 NENPA Conference

Business

Transcript of 2014 NENPA Conference