promotions summit day 1
Post on 20-Sep-2014
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Second Street Promotions Summit deck from Monday, June 1st.TRANSCRIPT
welcome
Doug VillhardPresident & Co-FounderSecond Street
@dougvillhard
#PromotionsSummit
Welcome to St. Louis!
THE SECOND STREET TEAM
#PromotionsSummit
Wifi
#PromotionsSummit
The wifi network is
RCGA GuestThere is no password.
WELCOME BAG & MUGS
#PromotionsSummit
Tweet to us
We will be live tweeting from @secondstreetlab!
Join the conversation on #PromotionsSummit
#PromotionsSummit
Twitter contests
• Best tweet of the day• Best photo• Most tweeting• Best photo of you exploring St. Louis• Best additional movie quote
#PromotionsSummit
My momma always said, life was like a promotion.
You never know what you’re gonna get.
Forrest Gump
I feel the need.
The need for promotions.
Top Gun
Twitter contests
• Best tweet of the day• Best additional movie quote • Best photo• Most tweeting• Best photo of you exploring St. Louis
#PromotionsSummit
Promotions…
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.
Top 5 things advertisers want in 2014
The Start of Something Big
#PromotionsSummit
Goals for the summit
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#PromotionsSummit
#PromotionsSummit
Why not you?
#PromotionsSummit
Why not us?
#PromotionsSummit
Top 5 things advertisers want in 2014
#PromotionsSummit
The Big Shift:Online Promotions
Top 5 things advertisers want in 2014
#PromotionsSummit
The Top 5 Things Advertisers Want
Speakers
Julie FoleyDirector of Affiliate SuccessSecond Street
@julie_foley
Matt ChaneyDirector of Affiliate SuccessSecond Street
@mattchaney
#PromotionsSummit
1. Generate Leads2. Drive Engagement &
Foot Traffic3. Grow Social4. Grow Email Database5. Collect Data
Top promotions benefits
#PromotionsSummit
Generate leads 1
Agency Services
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Survey Results
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Drive engagement & Foot Traffic 2
deal
#PromotionsSummit
Insert deal here
offer on thank you page
#PromotionsSummit
Grow social 3
Fan & engagement growth
Grow Email Database 4
Advertiser opt-in
Collect Data 5
Customer data
#PromotionsSummit
Understanding Behavior
34% had never visited his business before
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Zip Code Data
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Promotions as a winning formula: Stories from the field
#PromotionsSummit
Stories from the Field
Speaker
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Jamie KinnairdManager of Contests & PromotionsBH Media
@jamkin1120
Speaker
Nebraska Crossing Sweepstakes
#PromotionsSummit
The Advertiser Challenge
#PromotionsSummit
Increase Exposure & Awareness
Before Grand Opening
Grow Email Database
The solution
Facebook sweepstakes and integrated print & online campaign
#PromotionsSummit
Results – Media Company
#PromotionsSummit
$75,000 in revenue
Results - advertiser
#PromotionsSummit
80,000 opt-ins
Secret Sauce
#PromotionsSummit
• Huge campaign with 10 week sweepstakes and print campaign
• Compelling prizes
• Heavy promotion in the newspeper
Speaker
#PromotionsSummit
Brenda FedakClassified & Online Advertising ManagerBelleville News-Democrat
@blfedak
Speaker
Dos Gorditos deal
#PromotionsSummit
The Advertiser ChALLENGE
#PromotionsSummit
Increase Foot Traffic
The solution
#PromotionsSummit
Results – Media Company
#PromotionsSummit
$11,000+ in revenue
Results - advertiser
#PromotionsSummit
1,163 deals sold
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.
Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom
@BrandyCCarter
#PromotionsSummit
Speaker
Local Bank Sweepstakes
#PromotionsSummit
The Advertiser Challenge
#PromotionsSummit
Double Facebook Likes
+ Grow Email Database
Sell 500 Gift Cards
at $25-50 a Card
Marketing Objective
Business Objective
The solution
#PromotionsSummit
Radio Internet Radio
Email Display Ads
Results – Media Company
#PromotionsSummit
$18,000 in revenue
Results – Advertiser
#PromotionsSummit
1,252 New Fans!
1,252 New Fans!
+12,800% increase in PTA
562 new email addresses
Results – Advertiser
#PromotionsSummit
1000 at
$130a card
500 at
$37.50a card
Results – Advertiser
#PromotionsSummit
2012 Results – Advertiser
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$100,000 in revenue
$148,000 in revenue
2013 Results – Advertiser
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Secret sauce
#PromotionsSummit
• Valuable insights for the advertiser and lead generation.
• Mobile database, Facebook, and email database growth.
• Proof through results.
#PromotionsSummit
Elizabeth PerrySolutions Manager, Permission MarketingCox Media
@eperry
Speaker
Dream Wedding Giveaway
#PromotionsSummit
The Advertiser ChALLENGE
#PromotionsSummit
The Advertiser Wanted to Double the Number of Weddings Booked
During Their Season
The solution
#PromotionsSummit
#PromotionsSummit
Results – media company
#PromotionsSummit
$30,000 in revenue
4,632new email addresses
Results – Media Company
#PromotionsSummit
Results - advertiser
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10 Weddings Booked!
Secret sauce
#PromotionsSummit
• Contest with a valuable prize that engaged the target audience.
• Live event at the resort.
• Integrated campaign with broad reach.
Grocery Giveaway
#PromotionsSummit
The Advertiser ChALLENGE
#PromotionsSummit
Grow Email List &
Facebook Following
Help the Community & Gain Positive
Exposure
The solution
#PromotionsSummit
Facebook engagement
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#PromotionsSummit
Results – media company
#PromotionsSummit
418,894entries
Results – media company
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78,486 Facebook Likes 69%
Increase!
69% Increa
se!
62,638new email addresses
Results – Advertiser
#PromotionsSummit
Results – advertiser
#PromotionsSummit
82,000 Facebook Likes
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
Speaker
#PromotionsSummit
J. Tom ShawChief Digital OfficerShaw Media
@JTomShaw
Speaker
Key Lime Cove Deal
#PromotionsSummit
The Advertiser ChALLENGE
#PromotionsSummit
Drive Foot Traffic During Slow
Periods
Increase Awareness
The solution
#PromotionsSummit
Results – Media Company
#PromotionsSummit
$500,000 in revenue
Results - advertiser
#PromotionsSummit
Increased weekday visits Created upsell opportunities Offset seasonal slowdowns Attracted regional audience Drove social engagement Generated Revenue
Secret sauce
#PromotionsSummit
• Robust promotional package
• Relationship with local advertiser
• More valuable local media audience
The best promotions tools your not using
#PromotionsSummit
Group Activity
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
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
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
Promotions as a winning formula: Stories from the field
#PromotionsSummit
The 4 Pillars of Promotions Success
Speakers
#PromotionsSummit
Katie WilsonDirector of Digital & Retail AdvertisingThe Quad-City Times
Tim MurphyVP Digital Strategy & Enterprise PlatformsEntercom
@tmurphdigimedia
Group Sweepstakes
3,455,133 entries256,779 opt-ins
Free Deal - Database builder
2,276 deals claimed
1,144 new emails
Over $55K in new revenue
All Assets have a Value
#PromotionsSummit
Man Cave
Christmas in JulyThe 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
“
The best promotions tools your not using
#PromotionsSummit
The Best Promotions Tools You’re Not Using
Speakers
Matt ChaneyDirector of Affiliate SuccessSecond Street
@mattchaney
Paul WestVP of Customer RelationsSecond Street
@pfwest
#PromotionsSummit
#PromotionsSummit
DealsReport card
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Deals report card
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Upickem report card
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Upickem report card
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Upickem report card
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How to request a report card
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secondstreetlab.com/contestsreportcard
secondstreetlab.com/dealsreportcard
Your promotions resource
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Actionable content
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Downloadable worksheets
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playbooks
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NEWSLETTER
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Future communication
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Follow @secondstreetlab&
send your ideas [email protected]
om
#PromotionsSummit
#PromotionsSummit
Why Promotions University?
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Help TrainSales TeamsHelp TrainSales Teams
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Contest Sales planning
Course HighlightsCreating Your Promotions CalendarTips for Sales TeamSample Packages by Media Type
Course HighlightsCreating Your Promotions CalendarTips for Sales TeamSample Packages by Media Type
#PromotionsSummit
Course HighlightsEntire Sales Processincluding CardsROI Calculator Walk-thruMerchant Center Overview
Course HighlightsEntire Sales Processincluding CardsROI Calculator Walk-thruMerchant Center Overview
Deal Sales
#PromotionsSummit
Contest Sales
Course HighlightsSales Process byContest TypeObjection HandlingPost-Contest KPIs &Follow-up
Course HighlightsSales Process byContest TypeObjection HandlingPost-Contest KPIs &Follow-up
#PromotionsSummit
Deliver ItOn-Demand
Deliver ItOn-Demand
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Be Tested &Earn CertificationBe Tested &Earn Certification
SecondStreet.com/University
housekeeping
TONIGHT•Party at the Second Street Office•Networking Dinners at 7:15pm
TOMORROW•Group Activity for Day 2•Team Breakfast at 7:30am
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Housekeeping
Pick up your rfp
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