SERVICES OVERVIEW Presented By Matt Allaway – Head Of Partnership Sales (CCE)
Matt Coen's Presentation from Transforming the Local Sales Model Conference
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How to Drive Measurable Results for Advertisers with Promotions
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Matt Coen's Presentation from Transforming the Local Sales Model Conference hosted by Inland Press Association and Blinder Revenue Group
Transcript of Matt Coen's Presentation from Transforming the Local Sales Model Conference
How to Drive Measurable Results for Advertisers with Promotions
WHO WE ARE
Increase ROI, Build &
Engage Audience
secondstreetlab.com/transforming-sales
Promotion ExamplesPromotion ExamplesCase StudiesCase Studies
Playbooks & WorksheetsPlaybooks & Worksheets
The Big Shift
WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
WHY ONLINE PROMOTIONS?
Source: Borrell Associates
In B
illion
s
$80 Billion by 2017!
This Growth is Happening Because….
#PromotionsSummit
“Advertisers want results you can measure those results with
promotions.” – Gordon Borrell
“Advertisers want results you can measure those results with
promotions.” – Gordon Borrell
#promotionslab
Advertisers Want to Activate Consumers
1. Generate Leads2. Drive Foot Traffic3. Grow Social Engagement4. Grow Email Database5. Collect Data
WHAT ADVERTISERS WANT
So What now?
NEEDS ANALYSIS 1
Why Do a Needs Analysis?
Learn Advertisers Goals
Uncover Challenges
Build aRelationship
Gain AdditionalInsights
“How will you measure success?”
Questions to AskQuestions to Ask
Most Important Most Important
“What areyour
main goals?”
PICK THE RIGHT PROMOTION 2
FOLLOW-UP MEETING 3
Share Measureable ResultsShare Measureable Results
Continue Needs Analysis DiscussionContinue Needs Analysis Discussion
Promotions Deliver ResultsPromotions Deliver Results
Case studies
Grow Social Engagement
Grow Email Database
THE SOLUTION
Call-to-Action message centered around driving traffic to Your Contest
Your Exclusive Contest Email
FacebookContest App
Online Advertising Support
New Fans
Commercials/spots/print ads drive people to your Facebook page.
Deliver your message to up to 40,000 consumers via email at a fraction of the cost of direct mail advertising.
Custom Facebook App allows potential customers to enter your sweepstakes and capture Likes and database information.
Custom Banner Advertising/web features/social media mentions to fans deliver your call-to-action visually and socially.
We will provide custom analytics that demonstrate ROI.
The Campaign
THE Campaign
Results
811 Facebook Likes
Results
750 opt-ins
Secret Sauce
• Needs analysis conversation to discover advertiser challenge
• Relevant prize for the advertiser’s target audience
• Heavy promotion to drive entrants to advertiser’s Facebook page
Drive Foot Traffic
The solution
Results - advertiser
Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue
Secret sauce
• Robust promotional package
• Relationship with local advertiser
• More valuable local media audience
Grow Email Database Grow Social Engagement
Collect Data
THE SOLUTION
THE CAMPAIGNRadio Internet Radio
Email Display Ads
THE CAMPAIGN
2,199 email opt-ins
RESULTS
RESULTS
1,284 New Likes!
1,284 New Likes!
56% entered through mobile
SURVEY RESULTS
Did you know we ship worldwide?
Q2 PROMOTION
Q3 PROMOTION
SECRET SAUCE
• Valuable insights for the advertiser and lead generation
• Mobile database, Facebook, and email database growth
• Proof through results
Generate LeadsGrow Email Database
Grow Social Engagement
THE SOLUTION
QAULIFYING SURVEY QUESTIONS
RESULTS
164Qualified leads
RESULTS
217opt-ins
RESULTS
100Facebook Likes
SECRET SAUCE
• Targeted promotion for a niche audience
• Survey questions qualified entrants
• Follow-up meeting with client to discuss next steps
Next steps
Train Your TeamTrain Your Team
Needs AnalysisNeeds Analysis
Pick the Right PromotionPick the Right Promotion
Promotions Deliver ResultsPromotions Deliver Results
Share Measureable ResultsShare Measureable Results
resources
secondstreetlab.com/transforming-sales
Promotion ExamplesPromotion ExamplesCase StudiesCase Studies
Playbooks & WorksheetsPlaybooks & Worksheets
