Promotions Summit Day 1
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Second Street Promotions Summit deck from Monday, June 1st.
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Promotions Summit Day 1
- 2. WELCOME Doug Villhard President & Co-Founder Second Street doug@secondstreet.com @dougvillhard #PromotionsSummit
- 4. THE SECOND STREET TEAM #PromotionsSummit
- 5. WIFI #PromotionsSummit The wifi network is RCGA Guest There is no password.
- 6. WELCOME BAG & MUGS #PromotionsSummit
- 7. TWEET TO US We will be live tweeting from @secondstreetlab! Join the conversation on #PromotionsSummit #PromotionsSummit
- 8. TWITTER CONTESTS • Best tweet of the day • Best photo • Most tweeting • Best photo of you exploring St. Louis • Best additional movie quote #PromotionsSummit
- 9. My momma always said, life was like a promotion. You never know what you’re gonna get. Forrest Gump
- 10. I feel the need. The need for promotions. Top
- 11. TWITTER CONTESTS • Best tweet of the day • Best additional movie quote • Best photo • Most tweeting • Best photo of you exploring St. Louis #PromotionsSummit Promotions…
- 12. TWITTER CONTESTS • Best tweet of the day • Best additional movie quote • Best photo • Most tweeting • Best photo of you exploring St. Louis #PromotionsSummit Promotions… …my precious.
- 13. TOP 5 THINGS ADVERTISERS WANT IN 2014 The Start of Something Big #PromotionsSummit
- 14. SPEAKER Matt Coen President & Co-Founder Second Street matt@secondstreet.com @mattcoen #PromotionsSummit
- 15. GOALS FOR THE SUMMIT #PromotionsSummit
- 19. WHY NOT US?
- 21. TOP 5 THINGS ADVERTISERS WANT IN 2014 #PromotionsSummit The Big Shift: Online Promotions
- 23. TOP 5 THINGS ADVERTISERS WANT IN 2014 #PromotionsSummit The Top 5 Things Advertisers Want
- 24. SPEAKERS Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney #PromotionsSummit
- 25. 1. Generate Leads 2. Drive Engagement & Foot Traffic 3. Grow Social 4. Grow Email Database 5. Collect Data TOP PROMOTIONS BENEFITS #PromotionsSummit
- 26. GENERATE LEADS 1
- 29. DRIVE ENGAGEMENT & FOOT TRAFFIC 2
- 31. OFFER ON THANK YOU PAGE #PromotionsSummit
- 32. GROW SOCIAL 3
- 33. FAN & ENGAGEMENT GROWTH
- 36. COLLECT DATA 5
- 38. UNDERSTANDING BEHAVIOR 34% had never visited his business before #PromotionsSummit
- 40. PROMOTIONS AS A WINNING FORMULA: STORIES FROM THE FIELD #PromotionsSummit Stories from the Field
- 41. SPEAKER #PromotionsSummit Jamie Kinnaird Manager of Contests & Promotions BH Media jamie.kinnaird@owh.com @jamkin1120 SPEAKER
- 43. THE ADVERTISER CHALLENGE #PromotionsSummit Increase Exposure & Awareness Before Grand Opening Grow Email Database
- 44. THE SOLUTION Facebook sweepstakes and integrated print & online campaign #PromotionsSummit
- 45. Results – Media Company #PromotionsSummit $75,000 in revenue
- 47. SECRET SAUCE #PromotionsSummit • Huge campaign with 10 week sweepstakes and print campaign • Compelling prizes • Heavy promotion in the newspeper
- 48. SPEAKER #PromotionsSummit Brenda Fedak Classified & Online Advertising Manager Belleville News-Democrat bfedak@bnd.com @blfedak SPEAKER
- 50. THE ADVERTISER CHALLENGE #PromotionsSummit Increase Foot Traffic
- 52. Results – Media Company #PromotionsSummit $11,000+ in revenue
- 54. SECRET SAUCE #PromotionsSummit • Persistence – the seller established a relationship with the merchant and spent time crafting the deal. • BND’s audience was better than other sites the merchant had worked with.
- 55. Brandy Carter Director of Integrated Sales SmartReach Digital / Entercom bccarter@smartreachdigital.com @BrandyCCarter #PromotionsSummit SPEAKER
- 57. THE ADVERTISER CHALLENGE #PromotionsSummit Double Facebook Likes + Grow Email Database Sell 500 Gift Cards at $25-50 a Card Marketing Objective Business Objective
- 58. THE SOLUTION #PromotionsSummit Radio Internet Radio Email Display Ads
- 59. Results – Media Company #PromotionsSummit $18,000 in revenue
- 60. Results – Advertiser #PromotionsSummit 1,252 New Fans! +12,800% increase in PTA
- 61. 562 new email addresses Results – Advertiser #PromotionsSummit
- 62. 1000 at $130 a card 500 at $37.50 a card Results – Advertiser #PromotionsSummit
- 63. 2012 Results – Advertiser #PromotionsSummit $100,000 in revenue
- 64. $148,000 in revenue 2013 Results – Advertiser #PromotionsSummit
- 65. SECRET SAUCE #PromotionsSummit • Valuable insights for the advertiser and lead generation. • Mobile database, Facebook, and email database growth. • Proof through results.
- 66. #PromotionsSummit Elizabeth Perry Solutions Manager, Permission Marketing Cox Media elizabeth.perry@coxinc.com @eperry SPEAKER
- 68. THE ADVERTISER CHALLENGE #PromotionsSummit The Advertiser Wanted to Double the Number of Weddings Booked During Their Season
- 70. Stage 7 Vote for wedding dress + reception site Stage 6 Vote for honeymoon suite Stage 4 Vote for wedding cake + rehearsal location Stage 3 Vote for flowers; bonus sweeps for voting Stage 2 Top 3 couples interviewed on air; vote for winner Stage 1 Vote for Top 3 couples #PromotionsSummit
- 71. Results – media company #PromotionsSummit $30,000 in revenue
- 72. 4,632 new email addresses Results – Media Company #PromotionsSummit
- 73. RESULTS - ADVERTISER #PromotionsSummit 10 Weddings Booked!
- 74. SECRET SAUCE #PromotionsSummit • Contest with a valuable prize that engaged the target audience. • Live event at the resort. • Integrated campaign with broad reach.
- 77. THE ADVERTISER CHALLENGE #PromotionsSummit Grow Email List & Facebook Following Help the Community & Gain Positive Exposure
- 82. Results – media company #PromotionsSummit 418,894 entries
- 83. Results – media company #PromotionsSummit 78,486 Facebook Likes 69% Increase!
- 84. 62,638 new email addresses Results – Advertiser #PromotionsSummit
- 86. SECRET SAUCE #PromotionsSummit • Station-wide buy-in • Internal team including multiple departments, including marketing, creative services, and sales. • Email opt-in & Like-gate to grow databases for future marketing
- 87. SPEAKER #PromotionsSummit J. Tom Shaw Chief Digital Officer Shaw Media jtshaw@shawnews.com @JTomShaw SPEAKER
- 88. KEY LIME COVE DEAL #PromotionsSummit
- 89. THE ADVERTISER CHALLENGE #PromotionsSummit Drive Foot Traffic During Slow Periods Increase Awareness
- 91. Results – Media Company #PromotionsSummit $500,000 in revenue
- 92. RESULTS - ADVERTISER #PromotionsSummit Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue
- 93. SECRET SAUCE #PromotionsSummit • Robust promotional package • Relationship with local advertiser • More valuable local media audience
- 94. THE BEST PROMOTIONS TOOLS YOUR NOT USING #PromotionsSummit Group Activity
- 95. SPORTS CLIPS Sports Clips is a hair salon that caters to men and boys by providing hassle-free hairstyling in a sports-themed environment. Sports Clips has four locations in the market and is opening a fifth location. They are looking for hot leads, foot traffic and to build brand awareness. The target demo for Sports Clips is Men 25-54 with a secondary demo of female head of households. #PromotionsSummit
- 96. STL REALTY STL Realty is the oldest and biggest realty group in St. Louis. They serve all areas of the market in a variety of home styles and price points. Focusing on the customer service experience and ease of the home buying process, STL Realty turns most of their customers into lifelong customers. STL Realty is looking for first time home buyers. They would also like to generate leads, expose people to their huge library of listings and raise their overall brand awareness. The typical age of a first time home buyer is 30. #PromotionsSummit
- 97. ROOTS & BLOOMS GARDEN CENTER Roots & Blooms Garden Center has enjoyed great success with their single location garden center for 30 years. They recognize that their retail business varies from season to season so they are always working to create repeat/loyal customers. They also added a landscaping division about 10 years ago that has seen tremendous success in the residential landscaping category. Roots & Blooms is looking for people that are in the market to do a major, DIY landscape project (Avg. cost $3K). With a secondary goal of finding customers that are doing seasonal maintenance and purchasing shrubs, flowers, pots, supplies, etc. They are looking for leads, foot traffic and overall awareness. The target demo for Roots & Blooms is female 35+. #PromotionsSummit
- 98. PROMOTIONS AS A WINNING FORMULA: STORIES FROM THE FIELD #PromotionsSummit The 4 Pillars of Promotions Success
- 99. SPEAKERS #PromotionsSummit Katie Wilson Director of Digital & Retail Advertising The Quad-City Times kwilson@qctimes.com Tim Murphy VP Digital Strategy & Enterprise Platforms Entercom tmurphy@entercom.com @tmurphdigimedia
- 100. GROUP SWEEPSTAKES 3,455,133 entries 256,779 opt-ins
- 101. FREE DEAL- DATABASE BUILDER 2,276 deals claimed 1,144 new emails Over $55K in new revenue
- 102. ALL ASSETS HAVE A VALUE
- 104. Christmas in July The Quad-City Times | Davenport, Iowa Grew revenue by $5,000 in the second version of this SMB Facebook promotion.” - Katie Wilson, Digital Sales Manager $19,250 in Revenue 11 Sponsors 157 – 341 New Facebook Likes per Advertiser “
- 105. THE BEST PROMOTIONS TOOLS YOUR NOT USING #PromotionsSummit The Best Promotions Tools You’re Not Using
- 106. SPEAKERS Matt Chaney Director of Affiliate Success Second Street chaney@secondstreet.com @mattchaney Paul West VP of Customer Relations Second Street paul@secondstreet.com @pfwest #PromotionsSummit
- 107. #PromotionsSummit DEALS REPORT CARD Avg. Similar Your Data Avg. Similar Your Data $23.17 $45.14 $662.70 $1,137.49 $31,849.67 28 Avg. Similar Your Data 27% 48% 6.50% 11.43% 1.00% 0.81% Get Yours Free 81% Avg. Similar Your Avg. Data Refer a Friend INACTIVE 10 28 Popover Enabled 432 8 # of Deal Groups 4 3 6 Credits Created 7 0 0 Average Revenue per Deal Average Price Point Length of Deal (days) # of Contests / Month Average Open Rate Average Click-thru Rate % of Total Audience that are Active Buyers Number of Deals Program Details - Monthly Averages for PeriodFeature Usage # of Contests w/ Optin Travel: 1% Beauty: 30% Restaura nt: 23% Event: 7% Retail: 16% Recrea o n: 6% Services: 12% Other: 5% Deal Mix $1,899 $928 $1,871 $990 $1,014 $1,652 $1,281 $430 Average Revenue Per Deal by Category 5,612 26,348 Email Database Your Data Average Similar 51 288 Average Similar Your Data Avg. Monthly Opt-ins $37,591 $29,530 $28,428 August September October Monthly Revenue
- 108. #PromotionsSummit DEALS REPORT CARD Avg. Similar Your Data Avg. Similar Your Data $23.17 $45.14 $662.70 $1,137.49 $31,849.67 28 Average Revenue per Deal Average Price Point Travel: 1% Beauty: 30% Restaura nt: 23% Event: 7% Retail: 16% Recrea o n: 6% Services: 12% Other: 5% Deal Mix $1,899 $928 $1,871 $990 $1,014 $1,652 $1,281 $430 Average Revenue Per Deal by Category 26,348 Email Database 288 Avg. Monthly Opt-ins $37,591 $29,530 $28,428 August September October
- 109. #PromotionsSummit
- 113. HOW TO REQUEST A REPORT CARD #PromotionsSummit secondstreetlab.com/contestsrepo rtcard secondstreetlab.com/dealsreportc ard
- 119. FUTURE COMMUNICATION #PromotionsSummit Follow @secondstreetlab & send your ideas to promotionslab@secondstreet.com
- 120. #PromotionsSummit
- 123. #PromotionsSummit CONTEST SALES PLANNING Course Highlights Creating Your Promotions Calendar Tips for Sales Team Sample Packages by Media Type
- 124. #PromotionsSummit Course Highlights Entire Sales Process including Cards ROI Calculator Walk-thru Merchant Center Overview DEAL SALES
- 125. #PromotionsSummit CONTEST SALES Course Highlights Sales Process by Contest Type Objection Handling Post-Contest KPIs & Follow-up
- 127. #PromotionsSummit Be Tested & Earn Certification
- 129. HOUSEKEEPING TONIGHT • Party at the Second Street Office • Networking Dinners at 7:15pm TOMORROW • Group Activity for Day 2 • Team Breakfast at 7:30am #PromotionsSummit HOUSEKEEPING
- 130. PICK UP YOUR RFP #PromotionsSummit Yellow Green Red Star Pink Black Silver Star Blue Red Purple Gold Star
Notas do Editor
- What are your most successful print issues? How can you align a contest with those?
- What are your most successful print issues? How can you align a contest with those?
- What are your most successful print issues? How can you align a contest with those?
- What are your most successful print issues? How can you align a contest with those?
- They provided an incentive to opt-in – a Buy 1 Get 1 Free meal coupon – if you joined the email database
- What are your most successful print issues? How can you align a contest with those?
- Foot Traffic – have run deals in the past with minimal success Merchant has said no several times – persistence and GREAT customer service paid off and they ran a deal Family owned busines
- Advertiser was THRILLED with all of the ‘new faces they saw’ Great/qualified customers Will run the deal again
- Brandy Growth was exponential
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Emily They ran out of gift cards! They sold 1000 gift cards
- Emily In Card Sales That encouraged them to look at more promotions Used power of new fans in first quarter promotion Community Rewards program, had over 78k votes They were floored
- Emily In Card Sales That encouraged them to look at more promotions Used power of new fans in first quarter promotion Community Rewards program, had over 78k votes They were floored
- Emily In Card Sales That encouraged them to look at more promotions Used power of new fans in first quarter promotion Community Rewards program, had over 78k votes They were floored 500+ submissions 15,375 users 19,248 votes
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Emily In Card Sales That encouraged them to look at more promotions Used power of new fans in first quarter promotion Community Rewards program, had over 78k votes They were floored 500+ submissions 15,375 users 19,248 votes
- Emily Big aspect of this campaign Send out a newsletter called Common Cents Gave them 562 new emails
- Katie This deal not only helped grow our database but because of our focus on deal quality, those who got the free deal have been actively buying. In fact, they’ve spent over $55K since we ran deal! That’s all new money we may have never gotten! Background: Why this advertiser? How was it closed? What did they get out of the deal? Results 2,276 “purchased” 2,276 deals claimed Approx. 1,144 new users 851 made subsequent purchases Those who got deal have ended up buying two additional deals Over $55K in new revenue
- Katie Specific onesheet and promotional package for each store Value of every item included including total value Great place to stress the reach of your entire audience based on the mix of this package Key deadlines, dates, basic specs Minimum requirements (ex. must be 50% off or more) Keeps it simple and straightforward
- So, welcome to promotions university
- We listened to you Based on feedback gathered by our Affiliate Success and Affiliate Support Teams Based on interviews and interactions with dozens of partners We created an online training program built from the ground up with our partners in mind To give them the knowledge and insights to be as successful as possible with promotions Here are a few of the things we learned
- Need our help to supplement their own training Get new hires up to speed quickly and out selling Those who invest in training, do the best It’s a common thread among our most successful partners So, selected the top topics we get asked about to be our launch courses: contest sales planning, deal sales, and contest sales Let’s take a look at some highlights from each of those
- Creating Your Promotions Calendar Promotions Team 3, 2, 1 Rules Tips for Sales Team Sample Packages by Media Type
- Entire Sales Process Bonus Module on Selling Cards Keys to Prospecting ROI Calculator Walk-thru Merchant Center Overview
- Prospecting by Contest Type Merchant Benefits Objection Handling Contest Prizes Post-Contest KPIs & Follow-up
- To fit into the busy schedule of our partners and their reps – Our Courses are made up of 7-8 modules, averaging around 10 minutes per module So a learner can easily get in and get out
- Each module has an assessment at the end to test the knowledge of the learner This is something we’re offering exclusively for our partners