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#PromotionsLab
#PromotionsLab
Presenters
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
Paul West
VP of Customer Relations
Second Street
Matt Coen
President & Co-Founder
Second Street
@mcoen
#PromotionsLab
Who We Are
#PromotionsLab
Our Partners
#PromotionsLab
Why Online Promotions?
Source:BorrellAssociates
InBillions
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2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
#PromotionsLab
Q&A
Follow
@secondstreetlab
on Twitter!
Want to win an exclusive prize?
Tweet the most with our hashtag
#PromotionsLab
Note: We are recording this webinar and
you will receive an email with links to the
recording.
#PromotionsLab
TOP BALLOT
CATEGORIES
#PromotionsLab
METRO BALLOT1
#PromotionsLab
Metro Ballot
The ballot generated $170,000
in revenue. Of this, $30,000
was from the category ads on
the digital ballot.”
-Blair Barna, Advertising Director & Co-Owner
“
1 Charleston City Paper | Charleston, South Carolina
#PromotionsLab
HIGH SCHOOL SPORTS AWARDS
BALLOT
2
#PromotionsLab
High School Sports Awards Ballot
The ballot collected more than 1,000 email addresses and received more than 20,000
votes. We believe that it will become an annual event!” -Vince Johnson, Chief Multimedia Officer
“
2 The Signal | Santa Clarita Valley, California
#PromotionsLab
HOLIDAY BALLOT3
#PromotionsLab
Holiday Ballot
The Best of Holiday Shopping ballot generated $70,000. We nearly doubled our
revenue from last year!” -Tammy Burdick, Senior Market Analyst
“
3 The Roanoke Times | Roanoke, Virginia
#PromotionsLab
WEDDING BALLOT4
#PromotionsLab
Wedding Ballot
A wedding ballot should cover every
aspect of the wedding, from the
venues to the florists to the caterers,
DJs, accessories, and more.
TIP:
4 Charlotte Wedding | Charlotte, North Carolina
#PromotionsLab
FOOD BALLOT5
#PromotionsLab
Food Ballot5 WBFF-TV | Baltimore, Maryland
TIP: Organize the ballot so that the same restaurant could potentially win Best
Bakery, Best Cupcakes, and Best Place to Take a Date.
#PromotionsLab
SPORTS AWARDS BALLOT6
#PromotionsLab
Sports Awards Ballot6 The Elkhart Truth | Elkhart, Indiana
Category Ideas:
• Best Offensive Player
• Best Defensive Player
• Best Tailgate Spot
• Best Tailgate Food
• Best Place to Watch a Game
• Best Place to Celebrate a Win
• Best Hotel
#PromotionsLab
FAMILY FAVORITES BALLOT7
#PromotionsLab
Family Favorites Ballot7 MetroFamily Magazine | Oklahoma City, Oklahoma
TIP:
Honor your finalists and winners with thank you ads. MetroFamily increased
their sales 81% over the previous year as a result of thank you ads.
#PromotionsLab
LOCAL EVENT BALLOT8
#PromotionsLab
Local Event Ballot
-Marty Carry, Vice President, Advertising“
8 State Journal-Register | Springfield, Illinois
As a result of the ballot, we were able to secure new partnerships with a local bank
and the Springfield Mass Transit District as well as many other small businesses.”
#PromotionsLab
BATTLE OF THE BANDS BALLOT9
#PromotionsLab
Battle of the Bands Ballot9 Charleston City Paper | Charleston, South Carolina
TIP:
Offer a prize package that includes an opportunity to perform at an
event or venue. It’s a great incentive for local bands.
#PromotionsLab
THEMATIC DEEP DIVE10
#PromotionsLab
Thematic Deep Dive10 Madison Magazine | Madison, Wisconsin
Theme ideas:
• Best Bachelor
• Blogs
• Comics
• Food Trucks
• Small Business
• Surveys
#PromotionsLab
REVENUE
STRATEGIES
#PromotionsLab
RUN YOUR BALLOT ONLINE11
#PromotionsLab
11
The Signal increased the number of votes they received from 2,000 to
more than 115,000 when they moved their metro ballot online.Result:
Run Your Ballot Online
The Signal | Santa Clarita, California
#PromotionsLab
CREATE AN INTEGRATED CAMPAIGN12
#PromotionsLab
Create an Integrated Campaign12 Found at secondstreetlab.com/packages
Include all of your assets:
print, online, email campaigns, social
media, and mobile.
Tip:
#PromotionsLab
CATEGORY SPONSORS13
#PromotionsLab
13
In a mid-sized
market, you could
charge $200/week
for this type of
sponsorship on your
ballot.
TIP:
Category Sponsor
Orlando Weekly | Orlando, Florida
#PromotionsLab
UPGRADED LISTING14
#PromotionsLab
14
In a mid-size market, you could
charge each sponsor a $149 flat fee
for an upgraded listing. This includes
an image, phone number, address,
website, and Facebook & Twitter
buttons.
TIP:
Upgraded Listing
Oklahoma Gazette | Oklahoma City, Oklahoma
#PromotionsLab
TITLE SPONSOR15
#PromotionsLab
Title Sponsor15 The Commercial Appeal | Memphis, Tennessee
TIP:
In a mid-size market, you could charge a title sponsor $499/week for
the duration of the ballot.
#PromotionsLab
TIE IN WITH SPECIAL SECTION16
#PromotionsLab
16
Publish a special section or issue
announcing the winners of your
ballot. Members of your audience
will save it to refer back to
throughout the year.
TIP:
Tie in with Special Section
Charlotte Wedding | Charlotte, North Carolina
#PromotionsLab
HOST A LIVE EVENT17
#PromotionsLab
Host a Live Event17 Charlotte Wedding | Charlotte, North Carolina
TIP: Invite your winning advertisers to your event. It celebrates their
accomplishments while showcasing your product.
Photo by: BlueSky Studios"
#PromotionsLab
RUN AN ECOMMERCE STORE18
#PromotionsLab
Run an Ecommerce Store18 Record-Journal | Meriden, Connecticut
Running this special deals store for
one week generated an impressive
$18,229 in gross revenue – 23%
more than the previous month’s
revenue.
Result:
#PromotionsLab
ACTIVATE NEW ADVERTISERS19
#PromotionsLab
19 Activate New Advertisers
MetroFamily Magazine | Oklahoma City, Oklhoma
Utilize the list of write-ins
generated during the
nomination period as a list of
advertiser leads for the sales
team to use to sell
sponsorships and expanded
listings for your ballot.
TIP:
#PromotionsLab
20 SELL UPGRADED LISTINGS TO WINNERS
#PromotionsLab
20 Sell Upgraded Listings to Winners
The Signal | Santa Clarita, California
Sell the winning
merchants an upgraded
listing to include on your
ballot’s winners page.
TIP:
#PromotionsLab
PROMOTIONAL
STRATEGIES
#PromotionsLab
PLAN AHEAD21
#PromotionsLab
Plan Ahead21 Found at secondstreetlab.com/calendar
TIP:
Start planning your ballot a year in advance. This will give your team time to
strategize, sell, and execute your ballot.
#PromotionsLab
NOMINATION PERIOD22
#PromotionsLab
22 Nomination Period
Charleston City Paper | Charleston, South Carolina
The nomination period added an extra four weeks to the ballot, and meant that by the
time we got to the official voting period there was already a huge amount of buzz.”
-Blair Barna, Advertising Director & Co-Owner“
#PromotionsLab
PROMOTE WITH EVERYTHING23
#PromotionsLab
Promote with Everything23 The Signal | Santa Clarita, California
Tip:
A mix of banner ads, emails, Facebook posts, YouTube videos, Tweets,
and Instagram posts helped to reach the target audience.
#PromotionsLab
CREATE A HASHTAG24
#PromotionsLab
24 Create a Hashtag
Charleston City Paper | Charleston, South Carolina
Create a unique #hashtag
so users can find all of the
tweets related to the
promotion.
TIP:
#PromotionsLab
EMBED CONTENT INTO YOUR BALLOT25
#PromotionsLab
Embed Content Into Your Ballot25 Charleston City Paper | Charleston, South Carolina
Embedded content – such
as videos from YouTube
and Vimeo – adds a high
level of social engagement
to your ballot.
TIP:
#PromotionsLab
MERCHANT MARKETING MATERIALS26
#PromotionsLab
Merchant Marketing Materials26 NUVO | Indianapolis, Indiana
Create “Vote for Me” ads that your merchants can post to social media
or print out and place in their business.TIP:
#PromotionsLab
ENTER YOUR VOTERS INTO A SWEEPSTAKES27
#PromotionsLab
Enter Your Voters Into a Sweepstakes27 Quad-City Times | Davenport, Iowa
TIP:
Offering a daily prize encourages voters to return to your ballot to vote
each day of the voting period.
#PromotionsLab
HAVE CRITICS’ & PEOPLE’S CHOICE WINNERS28
#PromotionsLab
28 Have Critics’ & People’s Choice Winners
Charleston City Paper | Charleston, South Carolina
TIP:
Give your critics the
opportunity to weigh
in on each category.
This can help
preserve the integrity
of your ballot.
#PromotionsLab
CREATE WINNERS MATERIALS29
#PromotionsLab
Create Winners Materials29 The Southern Illinoisan | Carbondale, Illinois
TIP:
Award certificates
displaying your
ballots logo to the
top three winners
– not just the
winner – for each
category.
#PromotionsLab
MAKE YOUR BALLOT A YEAR-ROUND DESTINATION30
#PromotionsLab
Make Your Ballot a Year Round Destination30 San Diego Union-Tribune | San Diego, California
TIP: Sell upgraded listings for your winners page. It is not only a great
resource for your audience, but it drives revenue all year.
#PromotionsLab
WHAT
NOW?
#PromotionsLab
Getting Started: Commitment
Make a commitment to
run ballots online. Ballots
attract local SMBs, reach
niche audiences, and
encourage social sharing.
#PromotionsLab
Don’t miss out on potential
revenue by waiting too
long to start planning and
selling your ballot.
Getting Started: Plan Ahead
#PromotionsLab
Getting Started: Digital Revenue
Selling sponsorships and
upgraded listings on your
digital ballot can double
your revenue!
#PromotionsLab
Additional Resources
Download our Playbooks at secondstreetlab.com/voters-choice
#PromotionsLab
30in30 webinar series
secondstreetlab.com/30in30
August 14th
1PM ET
August 21st
1PM ET

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