Fine Tune Your Best Of Strategy to Maximize Revenue & Engagement
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Learn the ins-and-outs of optimizing your ballot for success, maximizing your ad sales strategies, and prospecting businesses from nomination to winners phase. Hear top trends among our most successful Best Of campaigns to level up your strategy, get your whole company and community excited, and drive significant revenue.
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Fine Tune Your Best Of Strategy to Maximize Revenue & Engagement
- 1. Master Class How to Master Best Of: Become the Best of the Best Of! How to craft a successful campaign and get your company and your market engaged.
- 2. First things first… Julie Foley Sr. Customer Success Manager Upland Second Street jfoley@uplandsoftware.com Matt Hummert Customer Success Manager Upland Second Street mhummert@uplandsoftware.com Sara Gilbert Manager of Contests and Promotions Lee Enterprises- Amplified Connect sara.gilbert@lee.net
- 3. Chat NOW with Success! lab.secondstreet.com 10am - 4pm CT, Monday-Friday
- 4. Do you have questions? Ask in the GoToWebinar Panel during the webinar, and we will answer them at the end!
- 7. Your Best Of needs more LOVE • Pot of gold • Revenue • Database • Audience • Reach in the community
- 8. 5 Ways to Master Best Of 1. Designate a Champion
- 9. Designate a Champion • Project manager: • Set goals, plan, and execute • Work with other departments • Having a leader will grow your program
- 10. Designate a Champion • 6 months out: • Create timeline • Designate market champion • 3 months out: • One on One weekly calls with local market champion • Make sure the timeline is on track • 1 month out: • Sales Kickoff and Training
- 11. 50%-450% REVENUE GROWTH in markets with a ballot champion
- 12. 5 Ways to Master Best Of 2. Audit Your Ballot
- 13. Audit Your Ballot • When looking over categories there are three things to consider: • Engagement • Current Revenue • Potential Revenue Opportunities
- 14. Audit Your Ballot • Engagement • What categories can you toss? • What categories should you add? • Did the categories perform well?
- 15. Audit Your Ballot Current Revenue • Where did you see the most revenue? • Don’t lose categories that are generating revenue Potential Revenue • Where could you grow within current categories • What categories should you add Home Services, Legal, Real Estate
- 16. Keep It Simple • 8 groups • 150 categories • Organize ballot for efficiency • Less categories allows you to expand into niche ballots later in the year • Family Favorites • Weddings • Professional/Employers
- 17. Grow engagement • Goal: Increase nomination and votes from users • Sweepstakes in both nomination and voting phase
- 18. 5 Ways to Master Best Of 3. Re-evaluate Your Sales Packages
- 19. Re-evaluate Your Revenue Goals • We see 30% YOY growth on average • Run a 3 phase ballot • Create revenue goals for each phase • Hold sales reps accountable
- 20. Revenue Goals Small Market Example Nomination Packages •4 premium packages x $1,599 each •25 deluxe packages x $599 each $21,371 Voting Packages •6 premium packages x $1,599 each •50 deluxe packages x $599 each •30 basic packages x $299 each $48,514 Winners’ Packages •6 premium packages x $2,999 each •50 deluxe packages x $999 each •30 basic packages x $499 each $82,914 TOTAL $152,799
- 21. Reader’s Choice • Registered users up 145% YOY • Nominations up 104% YOY • Votes up 96% YOY • Revenue up 160% YOY • 12,785 opt-ins for daily headlines list • 13,458 opt-ins for promotions list Billings Gazette | Billings, MT
- 23. 5 Ways to Master Best Of 4. Prospect & Pitch Efficiently
- 24. Prospect Efficiently • Target the top business categories that: • Show up in 3+ categories • Are competitive • Historically buy packages • Healthcare • Home Services • Legal • Insurance • Real Estate • Financial • Funeral Services
- 25. Sales Training • Sales launch party – fun and unique! • Who to target • Categories that will deliver • What to say: Benefits • We don’t sell votes, we sell audience! • Practice elevator pitch • 2nd Training Workshop • Overcome objections/close more sales • Feedback
- 26. 5 Ways to Master Best Of 5. Work Smarter, Not Harder
- 27. Work Smarter, Not Harder • Create a lead-gen landing page • Include important information, tips and tools businesses can use to solicit votes
- 28. Work Smarter, Not Harder • Put social media graphics behind a survey form with an opt-in with *hot leads*!
- 29. Work Smarter, Not Harder • Social Media Kit Graphics
- 30. Work Smarter, Not Harder
- 31. Resources
- 33. Chat with Julie! secondstreet.com/julie Looking for tips to improve your promotions program or nail your next campaign? Meet with Julie!
- 34. Chat NOW with Success! lab.secondstreet.com 10am - 4pm CT, Monday-Friday
- 36. Virtual Summit 2021 Watch your inbox for more info coming soon!
- 38. Tomorrow March 3rd at 11:00 am CT Maximize Revenue & Renewals from Your Advertiser Lead-Gen Campaigns
- 39. Tomorrow March 3rd at 1:00 pm CT How to Build a Powerful Database Growth Strategy
- 40. Thank You! Julie Foley Sr. Customer Success Manager at Upland Second Street jfoley@uplandsoftware.com Matt Hummert Customer Success Manager at Upland Second Street mhummert@uplandsoftware.com Sara Gilbert Manager of Contests and Promotions at Lee Enterprises