360 media alliance summit
Post on 30-Oct-2014
196 Views
Preview:
DESCRIPTION
TRANSCRIPT
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Online Promotions are an EXPLOSIVE Opportunity & Newspapers are Ready
Matt Coen | President & Co-Founder| Second Street | @mcoen
@secondstreetlab
Our Partners3,000 media companies & growing
@secondstreetlab
@secondstreetlab
secondstreetlab.com
@secondstreetlab
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
@secondstreetlab Source: Borrell Associates
in Billions
Why Online Promotions?
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
start with email
@secondstreetlab
$3MM from Email
@secondstreetlab
Intersection of Promotions
@secondstreetlab
@secondstreetlab
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
@secondstreetlab
70% of Submission
s
70% of Submission
s
The Impact of Email
@secondstreetlab
Email + Promotions
@secondstreetlab
Mobile + Photo Contests
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Planning is crucial
@secondstreetlab
@secondstreetlab
@secondstreetlab
secondstreetlab.com/calendar
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
opportunities for online promotions
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run SPONSORED Contests1
@secondstreetlab
U-T San Diego
@secondstreetlab
U-T San Diego
$30,000 in Revenue
@secondstreetlab
WQNU-FM
@secondstreetlab
WQNU-FM
$20,000 Revenue Increase
@secondstreetlab
WSAZ-TV
@secondstreetlab
WSAZ-TV
$10,000 in Revenue
@secondstreetlab
Omaha World Herald
@secondstreetlab
Omaha World Herald
$75,000 in Revenue
@secondstreetlab
WSB-FM
@secondstreetlab
$30,000 in Revenue
WSB-FM
@secondstreetlab
10 Weddings Booked
WSB-FM
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Promotions + Print
@secondstreetlab
The Daily Advocate
Greenville, Ohio7,000 Circulation
@secondstreetlab
Contest Photos in Fair Magazine
Contest Photos in Fair Magazine
@secondstreetlab
$100,000
in Revenue
@secondstreetlab
Sponsorship Models
Exclusive
Exclusive
Category-ExclusiveCategory-Exclusive
MultipleMultiple
@secondstreetlab
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?
@secondstreetlab
Exclusive UGC Contest Sponsorship PackageBranded Micro Site $500
10 2 col x10” full color promo ads with logo prominently displayed (ROP in the paper)
$750
Contest setup on your Facebook Page $500
Like-Gate $750
Opt-in for Email Database $750
Social media mentions $500
Email campaign, all including the sponsor’s logo & coupon/offer:-Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the contest begins-Follow up invitation email: Day contest begins-Thank you for entering/voting email: All registered users-Winner announcement email at end of season with coupon/offer
$1,000
Web Display Ads, 100K ROS impressions $750
Total Value: $5,500
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Advertiser Contests2
@secondstreetlab
What is a Facebook Contest?
@secondstreetlab
Like-GateMust ‘Like’
Page to Enter
Must ‘Like’
Page to Enter
@secondstreetlab
Visible after
Page is ‘Liked’
Entry Form
@secondstreetlab
Expand Reach with Social Boost
@secondstreetlab
Incentivize the Like
@secondstreetlab
Sponsored vs. Agency-Model
On Advertiser’s Page, No
Mention of Media Company
On Advertiser’s Page, No
Mention of Media Company
On Media Company’s Page,
Sponsor in Branding
On Media Company’s Page,
Sponsor in Branding
@secondstreetlab
18 Million SMB Facebook
PagesSource: Wall Street Journal, Facebook July 2013
@secondstreetlab Source: Manta
Facebook Contesting Opportunity
Facebook Contesting Opportunity
SMB Social Media Goals
@secondstreetlab
Quad-City Times
@secondstreetlab
@secondstreetlab
Identify Hot Leads
@secondstreetlab
$14,000 in Revenue
Quad-City Times
@secondstreetlab
Quad-City Times
@secondstreetlab
Quad-City Times
$19,500 in Revenue
@secondstreetlab
@secondstreetlab
Quad-City Times Shared Agency-Model Package
Facebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
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 Advertiser: $1,000
@secondstreetlab
Per Campaign Revenue = $19,500
Yearly Revenue (6 per year) = $117,000
@secondstreetlab
Exclusive Agency-Model Sales Package
Facebook Marketing Consultation $500
2 full color, ½ page promotional ads with logo $1,000
1 full color front page strip ad with logo the day the contest launches $750
Contest Setup on Facebook Page $500
Like-Gate $750
Opt-in for Your Email Database $750
Social Media Mentions $500
Email to Database of 20K $1,000
Web Display Ads, 100k ROS impressions $750
Total Cost: $6,500
@secondstreetlab
Shared Agency-Model Sales Package
Facebook Marketing Consultation $500
1 Full Page Promotional Ad $3,150
3 ½ Page Horizontal Print Ads $2,350
Shared Email to Database of 20K $2,000
100K ROS impressions (728 x 90 Promotional Ads) $2,000
Total Dominance Contest Promotion $2,000
Contest Setup on Facebook Page $500
Total Value: $13,500
Cost: $1,000
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Expand Reader’s Choice3
@secondstreetlab
@secondstreetlab
@secondstreetlab
“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
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Revenue Opportunities
@secondstreetlab
@secondstreetlab
Upgraded Listings
@secondstreetlab
Category Sponsorships
@secondstreetlab
Online Ads
@secondstreetlab
Special Print Issues
@secondstreetlab
Vote for Me & Thank You Ads
@secondstreetlab
Live Events
@secondstreetlab
The Signal
@secondstreetlab
$75,000 in Revenue
The Signal
@secondstreetlab
Naples Daily News
@secondstreetlab
$110,000 in Revenue
Naples Daily News
@secondstreetlab
The Southern Illinoisan
@secondstreetlab
$14,000 in Revenue
The Southern Illinoisan
@secondstreetlab
Exclusive Ballot Sponsorship PackageFull color ½ page ad in “Vote for Me” Preview Section $2,000
Upgraded listing with image, phone number, location, website, & social buttons
$150
Leaderboard ad above sub-category section $500
300 x 250 ad on the ballot page $250
Opt-in for Email Database on registration page $250
Social media mentions with links back to sponsor’s accounts
$1,500
Email campaign, all including the sponsor’s logo & coupon/offer:-Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week before the ballot begins-Follow up invitation email: day ballot begins-Thank you for voting email: All registered users-Winner announcement email at end of ballot with coupon/offer
$1,000
Web Display Ads, 100k ROS impressions $750
Total Value: $6,400
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Niche Ballots4
@secondstreetlab
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
@secondstreetlab
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
@secondstreetlab
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
@secondstreetlab
Digital Revenue from Expanded Listings & Category Sponsorships
Print Revenue from Thank You Ads in Print Issue
family favoritesMetroFamily Magazine | Oklahoma City, Oklahoma
@secondstreetlab
wedding
@secondstreetlab
sports
@secondstreetlab
food
@secondstreetlab
holidays
@secondstreetlab
business
@secondstreetlab
DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Cards5
@secondstreetlab
Golf Card
@secondstreetlab
JS Online
@secondstreetlab
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
@secondstreetlab
WISE TV
@secondstreetlab
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
@secondstreetlab
Spa Card
@secondstreetlab
State College Spa Card
@secondstreetlab
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
@secondstreetlab
secondstreetlab.com/alliance
@secondstreetlab
matt@secondstreet.com | 314.880.4902 | @mcoen
Matt Coen
top related