Lead-gen campaigns unlock an unlimited number of advertiser opportunities. Now while more businesses than ever are within your reach, are you reaching out to the top advertisers? See how you can make the right pitch to the right advertisers to maximize your results and drive renewals.

1. How to Master Advertiser Lead-
Gen Campaigns:
Understand the top advertiser categories, how to pitch lead
gen, maximize results and get renewals
Master Class

2. Master Class
Webinar Series, March 1-4

3. First things first…
Julie Foley
Sr. Customer Success Manager Upland
Second Street
jfoley@uplandsoftware.com
Rebecca Capparelli
Vice President of Promotions
Ventures Promotions
Gannett/USA Today Network
rcapparelli@usatventures.com

4. Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

5. Do you have
questions?
Ask in the GoToWebinar Panel
during the webinar, and we will
answer them at the end!

6. The Opportunity

7. $134
$120
$84 $87 $97 $106
$122 $129 $122
$122 $130
$115
$184
$200
$226
$250
$266
$299
2006 2008 2010 2012 2014 2016 2018 2020 2022
$ Billions
Local Advertising Local Promotions/Marketing
Credit: Borrell Associates
2x
2.5x

8. Leads are the
new currency

9. The Story
of 2021
*2020 survey waspostponeduntillatefall,so “increase” pertainedtocomingyear,notcurrentyear.
Preparing to spend a lot more

10. 4 Ways to Master Advertiser
Lead-Gen
1. Understand the Top Advertiser Categories

11. They value OUTCOMES over
EYEBALLS

12. They want LEADS

13. Top Advertiser Categories
• Home Services
• Legal
• Real Estate
• Insurance
• Wealth Management/Financial
• Healthcare
• Automotive
• Grocery
• Mortgage
• Banks/Credit Unions
• Education

14. Where do you focus?
• Align with top verticals of the sales team –
what THEY are focused on
• Healthcare
• Education
• Home Services
• Finance
• Real Estate

15. Where do you focus?
• Dedicated training on lead-gen
promotions
• Train to combine promotions with what
they are already pitching – not a
separate campaign

16. Allen Service Air Conditioning Sweepstakes

17. Allen Service Air Conditioning
Sweepstakes
• Goal: Find homeowners in need of a
new AC unit
• Allen Services gave away a new air
conditioner
Fort Collins Coloradoan, Fort Collins, CO

18. Allen Service Air Conditioning
Sweepstakes
• Lead-gen questions:
• When was your home built?
• How old is your Air Conditioner?
• How old is your Water Heater?
• Would you like to schedule a Free AC Tune
Up?
• Would you like to schedule a Free A/C
Estimate?
• 56 said yes!
Fort Collins Coloradoan, Fort Collins, CO

19. Allen Service Air Conditioning
Sweepstakes
• Allen Services has attributed $70,000 in
sales to leads from this campaign
• Cost per lead analysis showed promotion
beat SEM!
• Renewed two more times in 2020 for
promotions to run in 2021!
Fort Collins Coloradoan, Fort Collins, CO

20. 4 Ways to Master Advertiser
Lead-Gen
2. Align with Advertiser Needs

21. Align with Advertiser Needs
• Start with a CNA
• Identify what matters to your client
• Know how client defines success
• Overcome possible objections
• Drive real impact for client

22. Align with Advertiser Needs
• Alignment with other digital services
• Research if client has:
• Lead form on website
• Email Capture
• Social Strategy
• Identify clients profit centers and goals for
sales and marketing leads

23. Replace My Roof Sweepstakes

24. Replace My Roof Sweepstakes
MetroWestDaily News,Framingham, MA
• Goal: Find people in need of a new roof
• Sponsored by United Home Experts

25. Replace My Roof Sweepstakes
MetroWestDaily News,Framingham, MA
• 3,690 entries
• 404 opt-ins for United Home Experts
• $15,000 revenue for paper

26. Replace My Roof Sweepstakes
MetroWestDaily News,Framingham, MA
• Lead-gen questions:
• Would you like United Home Experts to
contact you about a roofing estimate?
• 113 said yes!

27. Replace My Roof Sweepstakes
MetroWestDaily News,Framingham, MA
• The client sold two roofs with more
leads to convert!
• Renewed two more times with market
for additional lead-gen promotions!

28. 4 Ways to Master Advertiser
Lead-Gen
3. Train sales team on the benefits of promotions

29. Are you conveying the value
proposition - focused on the
benefits to the advertisers?
Benefits of Promotions
secondstreet.com/sellers-guide

30. Benefits of Promotions
• Drive Leads
• Capture Email Addresses
• Gain consumer data
• Increase site traffic, social
engagement
• Trackable ROI

31. Benefits of Promotions
• All include a high value media plan to
reach advertisers target market
• Exclusive sponsorship model
• Lead Gen Promotions use Sweepstakes
that have low barrier to entry
• Sweepstakes should award Advertiser’s
product as prizes to increase lead
quality
LOW BARRIEROF CONSUMERENTRY
GOOD FORLEAD GEN
HIGH BARRIEROF CONSUMERENTRY
NOTGOOD FORLEAD GEN
GREAT FORENGAGEMENT

32. Holiday Wish and Win

33. Holiday Wish and Win
The Oklahoman, Oklahoma City, OK
• Holiday Wish and Win: Enter to win cash
prizes
• Goal: Find people in need of dental
services

34. Holiday Wish and Win
The Oklahoman, Oklahoma City, OK
• 10,796 entries
• 706 opt-ins for Dental Depot
• 143 people wanted a new client
consultation
• $10,000 revenue for paper

35. Holiday Wish and Win
The Oklahoman, Oklahoma City, OK
• Lead-gen questions:
• Have you had a dentalcleaning in the last six
months?
• Are you interested in scheduling a general
cleaning appointment?
• Would you like to be contacted via text by a
representativefrom DentalDepot regarding
orthodonticsor Invisaligntreatment plans?
• 76 said yes!

36. 4 Ways to Master Advertiser
Lead-Gen
4. Sell Multi-Month Campaigns

37. Sell Multi-Month Campaigns
• Find out advertiser profit centers
throughout the year

38. Sell Multi-Month Campaigns
• Post campaign reporting is KEY
• Enable Hot Leads feature to send
leads in real time to the advertiser

39. Post-Campaign Report

40. Post-Campaign Report

41. Post-Campaign Report

42. Make Sure your Client is TRACKING
sales from leads you delivered

43. Preckshot Pharmacy Advertiser Campaign

44. Preckshot Pharmacy Campaign
Peoria Journal Star, Peoria, IL
• Campaign with 5 lead-gen promotions
and 1 photo contest
• $25,000 revenue for paper

45. Preckshot Pharmacy Campaign
Peoria Journal Star, Peoria, IL
• Lead-gen questions were added to the
registration form to gather consumer
buying intent information

46. Preckshot Pharmacy Campaign
Peoria Journal Star, Peoria, IL
• Questions were crafted
to match the theme
and the targeted
audience of each
promotion

47. Resources

48. lab.secondstreet.com

49. Chat with Julie!
secondstreet.com/julie
Looking for tips to improve your
promotions program or nail your next
campaign?
Meet with Julie!

50. Chat NOW with
Success!
lab.secondstreet.com
10am - 4pm CT,
Monday-Friday

51. secondstreet.com/measureable-results

52. secondstreet.com/sales-one-sheets

53. secondstreet.com/sellers-guide

54. Virtual
Summit 2021
Watch your inbox for more info
coming soon!

55. class.secondstreet.com

56. Today March 3rd at
1:00 pm CT
How to Build a Powerful
Database Growth
Strategy

57. Tomorrow March 4th
at 11:00 am CT
Creating Meaningful &
Valuable Experiences with
Branded Content

58. Tomorrow March 4th
at 1:00 pm CT
Why Email is Critical to a
Results-Generating
Promotions Strategy

59. Thank You!
Julie Foley
Sr. Customer Success Manager Upland
Second Street
jfoley@uplandsoftware.com
Rebecca Capparelli
Vice President of Promotions
Gannett Ventures
rcapparelli@usatventures.com