Maximize Your Summer Revenue with Promotions
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While many media companies experience a dip in their revenue during the summer months, it doesn't have to be that way. By filling your summer calendar with a good mix of promotions, you can heat up your summer revenue.
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Maximize Your Summer Revenue with Promotions
- 3. #PromotionsLab Agenda • The Opportunity • Top Ideas and Advertisers • The Plan • Summer Games • Resources • Takeaways
- 4. #PromotionsLab Second Street Platform PROMOTIONS SUITE DATA SUITE
- 5. #PromotionsLab OVER 3,000 MEDIA COMPANIES
- 7. #PromotionsLab Follow @secondstreetlab on Twitter!
- 8. #PromotionsLab Want To Win A Prize? #PromotionsLab
- 10. #PromotionsLab By the Numbers… 70% of Americans are planning a staycation Average amount spent per child: $1,100 2/3rds of Americans will travel by car Average amount spent on vacation: $1,145
- 11. #PromotionsLab Top Categories to Target this Summer! • Lawn care / Landscaping • Summer Events • Home Improvement • Local Attractions • Travel • Furniture • Recreation
- 12. #PromotionsLab Revenue Tracks for Summer • Sponsored Revenue • Custom Advertiser Revenue
- 18. #PromotionsLab Summer Travel Giveaway Win a Trip to Disney KCLR & KATI FM | DMA: 138 $30,000 In Vacations Booked by Advertiser 3,500 Entries Summer Road Trip WXYZ TV| DMA: 11 $15,750 Sponsorship Revenue Summer Travel Package WTVA TV | DMA: 133 150 Opt Ins
- 19. #PromotionsLab Summer Travel Giveaway Advertisers to Target Weekend Getaways Automotive Hotels / Bed & Breakfast Travel Agents & Services Attractions & Destinations
- 21. #PromotionsLab Ticket Giveaways Paul McCartney WKLH-FM| DMA: 34 3,852 Entries 1,127 Opt Ins Tickets to Bacon Festival Kansas City Star| DMA: 33 1,275 Entries 653 Opt Ins Water Park Entry Giveaway WGHP TV | DMA: 46 4,568 Entries 9,136 Opt Ins
- 22. #PromotionsLab Ticket Giveaways Advertisers to Target Local Events Venues Sporting Events Attractions Movie Theaters
- 24. #PromotionsLab Back to School School Prize Pack WLEX TV| DMA: 64 3,427 Entries 3,075 Opt Ins Win Shopping Spree WKBW TV| DMA: 53 $3,000 Site Revenue Win Shopping Spree WKBW TV| DMA: 53 80% Opt In Rate 227% Increase in FB Followers
- 25. #PromotionsLab Back to School Advertisers to Target Education Retail Financial Health Care Grocery Shopping Centers
- 27. #PromotionsLab Advertiser Sweepstakes Win an Electric Bike Northwest Herald | DMA 3 969 Opt Ins for Advertiser 97% said “No” Have you ever visited our Crystal Lake store? Win VIP Tickets WFMB FM | DMA 85 $2,000 Digital Revenue for Station Win Air Conditioner Northwest Herald | DMA 3 8x Increase in Participation
- 28. #PromotionsLab Advertiser Sweepstakes Advertisers to Target Any advertiser interested in… Leads Emails Social Engagement Data & Insights Foot Traffic
- 31. #PromotionsLab Baseball Quiz Bundle Which Player Are You? KGMZ-FM | DMA: 6 Prior to World Series Appearance 1,800 Users Which Player Are You? Inside Columbia Magazine DMA: 137 Spine Care Sponsor 431 Optins Team Trivia Arkansas Democrat Gazette| Circ: 200K Minor League Team 160 Entries for Sweeps
- 32. #PromotionsLab Baseball Quiz Bundle Advertisers to Target Sports Venues Retail Restaurants / Bars Sports Camps / Clinics Healthcare
- 34. #PromotionsLab Father’s Day Bundle Custom Personality Quiz Atlanta Journal Constitution Circ: 405K 1,356 Entries for Sweeps Turnkey Personality Quiz KYTV-TV| DMA: 75 513 Entries for Sweeps 231 Optins Turnkey Trivia Quiz Herald & News Circ: 15K 205 Entries for Sweeps
- 35. #PromotionsLab Father’s Day Bundle Advertisers to Target Retail Golf Electronics Home Improvement Restaurants
- 37. #PromotionsLab Summer Staycation Bundle Custom Personality Quiz Atlanta Journal Constitution Circ: 405K Quiz Bundle Sponsor 943 Entries for Sweeps Custom Personality Quiz KYTV-TV| DMA: 75 602 Entries for Sweeps 231 Optins Custom Personality Quiz Austin Monthly Magazine| DMA: 49 608 Entries for Sweeps 546 Optins
- 38. #PromotionsLab Summer Staycation Bundle Advertisers to Target Local Attractions CVBs Recreation Lodging Automotive
- 40. #PromotionsLab Advertiser Quizzes Custom Personality Quiz KYTV-TV| DMA: 75 3,346 Entries for Sweeps 310 Optins Custom Personality Quiz KYTV-TV| DMA: 75 Multiple Promotion Bundle 7,742 Entries for Sweeps Custom Personality Quiz CFGQ – FM Product Placement For Outcomes
- 41. #PromotionsLab Advertiser Quizzes Lawn care / Landscaping Home Improvement Retail Attractions Regional Travel Advertisers to Target
- 44. #PromotionsLab Summer Photo Sweepstakes #odinmugshot KNDD FM| DMA 14 $22K In Revenue for Station #summerinsteamboat Steamboat Pilot| DMA 17 907 Entries 2 Sponsors #sixflagsselfie WLWC| DMA 53 429 Users 771 Entries
- 45. #PromotionsLab Summer Selfie Advertisers to Target Outdoor Recreation Attractions/Destinations Local Events Concert Venues Resorts Retail
- 47. #PromotionsLab Makeover Garage Makeover CIFM FM| DMA 15 $47,000 Revenue for Station Yard Makeover Roanoke Times | DMA 66 125 Submissions Bathroom Makeover WKDZ FM| DMA 30 8,681 Votes
- 48. #PromotionsLab Makeover Lawn Care Home Improvement Retail Deck Repair & Remodel Pool & Hot Tub Door & Window Flooring Bath & Kitchen Advertisers to Target
- 50. #PromotionsLab Father’s Day Dad & Me Photos Steamboat Pilot| DMA 17 92 Entries 6 Sponsors Dad’s Ugly Grill WICV TV| DMA 157 $6,000 Revenue for Station Father of the Year KARK TV| DMA 56 $5,000 Revenue for the Station 4 Sponsors
- 51. #PromotionsLab Father’s Day Retail - Sporting Goods Automotive Men’s Healthcare Restaurants & Bars Retail - Home Improvement Home Services Advertisers to Target
- 53. #PromotionsLab $30K in 3 Months Promotion June July August Baseball Quiz Bundle $4,000 Father’s Day Quiz Bundle $4,000 Ticket Giveaway $3,000 Back to School Sweeps $3,000 Advertiser Sweepstakes (1xmo) $2,500 $2,500 $2,500 Yard Makeover Photo Contest $5,000 Summer Selfie Photo $3,500 Monthly Total $11,500 $13,000 $5,500 *Based on Mid Size Market
- 54. #PromotionsLab $60K in 3 Months *Based on Mid Size Market Promotion June July August Baseball/Dad’s/Summer Quiz Bundle (1xmo) $4,000 $4,000 $4,000 Advertiser Quiz $2,000 Ticket Giveaway $3,000 $3,000 $3,000 Back to School Sweeps $3,000 Advertiser Sweepstakes (2xmo) $5,000 $5,000 $5,000 Yard Makeover Photo Contest $5,000 Father’s Day Photo Contest (multi sponsor) $11,000 Summer Selfie Photo $3,500 Monthly Total $23,000 $20,500 $17,000 *Based on Mid Size Market
- 55. #PromotionsLab $90K in 3 months *Based on Mid Size Market Promotion June July August Baseball/Dad’s/Summer Quiz Bundle (1xmo) $4,000 $4,000 $4,000 Advertiser Quiz (2xmo) $4,000 $4,000 $4,000 Ticket Giveaway $3,000 $3,000 $3,000 Back to School Sweeps $3,000 Advertiser Sweepstakes (3xmo) $7,500 $7,500 $7,500 Yard Makeover Photo Contest (multi sponsor) $11,000 Father’s Day Photo Contest (multi sponsor) $11,000 Summer Selfie Photo $3,500 $3,500 $3,500 Monthly Total $33,000 $33,500 $25,000 *Based on Mid Size Market
- 57. #PromotionsLab By the Numbers… 900MM people watched the 2012 Opening Ceremonies 85% of viewers will use second screen while they watch Add revenue expected to exceed one billion dollars Social Media expected to continue to grow leading up to the games
- 59. #PromotionsLab Turnkey Quizzes -How much do you know about (city) and the Summer Games? -Local Athlete Trivia -Where should you train in (city)? -Advertiser Specific Local Ideas
- 61. #PromotionsLab Ballots -Best of Summer Games -Best of Summer Games Location -Best of Summer Games Host Cities -Next (city) to Host Summer Games Local Ideas
- 63. #PromotionsLab Sweepstakes -Train Like the Pros – Training/Fitness Facility -Summer Games Getaway -Tickets to Local Summer Games Trials -Win the Ultimate Watch Party Giveaway Ideas
- 65. #PromotionsLab summit.secondstreet.com St. Louis - June 6-7th
- 66. #PromotionsLab Sign Up For The Newsletter
Hinweis der Redaktion
- My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotions
- Goal is to give you a bunch of ideas that you can take and make your own.!
- We are proud to work with media companies around the country who are using the promotions platform to generate digital revenue, grow their email and social databases and capture valuable consumer data and insights through our suite of products. At little bit about Second Street. We are a software and technology company working with local and national media companies around the country to help increase ROI by Building & Engaging their audiences and collecting valuable data and insights through our promotions platform which includes contests, ballots, quizzes and ecommerce solutions. So, now review why planning is so important
- Please follow us on Twitter at SecondStreetLab to see updates from the webinar and to get links to case studies, playbooks and other content from the LAB throughout the webinar
- For those you using twitter, please include the hastag on your screen, so that we can give away a prize.
- Sweeps should be included on any plan – they’re incredibly popular; travel giveaways are almost always a hit and can get great results for you and your sponsors. Trip to disney from a travel agent $1000 road trip prize Prize pack from an auto dealer Prizes – road trips, weekend getaways, staycations, one tank trips Scripps – Summer RoadTrip $15K Revenue - WXYZ
- Sweepstakes are great for getting a high volume of users and generating great results for advertisers $30K booked as a result of the contest for that travel agent Summer Road trip had 4 advertisers – like entertainment center, hotels, casinos – big revenue for the site Finally, this tiny market of Tuepelo, MS was able to generate some good opt-ins for their advertiser
- Ticket giveaways have wide appeal in general but you can also go really local and niche – like with the bacon fest The best part is that many partners already have tickets to events, concerts and local attractions already on hand as part of various partnership. So you can easily turn those around and sell sponsorships as well as grow you own databases
- McCartney – WKLH - Milwaukee Baconfest – 1,200 entries – Kansas City Wet n wild – 4,500 entries – High Point, NC perfect timing, right at the beginning of summer, 4-pack of tickets In case you’re wondering, the Water Park giveaway included multiple opt ins for both their deals and contests list as well as the advertiser – just shows you the power of sweepstakes!
- Baconfest – 1,200 entries Wet n wild – 4,500 entries McCartney - WKLH
- Back to school sweeps give you a chance to tap into a big spending time for families and parents This is also a competitive time for advertisers targeting this audience and big giveaway can help them cut through and stand out
- A mall sponsored a cash and prize giveaway valued at $1000 Promoted on air, online and in a direct to consumer email, the campaign promoted back to school shopping at the mall. Big results for the advertiser This ran in July – right as spending starts Geared toward college students Each of the sponsors had their won FB likebox on the form Lots of great exposure for the sponsors Win a $1000 sponsored by an eye car center Nice revenue for the site This is something they do every year
- Back to school sweeps give you a chance to tap into a big spending time This is also a competitive time for advertisers targeting this audience and big giveaway can help them cut through and stand out
- Advertiser Sweeps are a custom solution that puts the sponsor front and center; a key trait of these is that they most often run directly on the FB page of an advertiser or on their own site You, the media company, manage and promote the contest and provide all of the leads, data and emails collected throughout the promotion
- The Northwest Herald has done a great job with these. Two of our examples are from them The first one is an HVAC company. They had worked with another but the results weren’t stellar because the prize was confusing – some kind of high-end filter, which I doubt most people were aware of. When they decided to give away a new AC unit, the participation jump 8x – just goes to show you the power of a great prize An electric bike retailer was able to reach an entirely new audience with their bike giveaway 97% of the participants had never been to their store Not to mention the 969 people who opted in to get more information – those all potential new customers! Advertisers are willing to pony up significant dollars because these promotions are driving such great results This lawn care company generate 41 leads and the media company generated $2,000
- Advertiser Sweeps are a custom solution that puts the sponsor front and center; a key trait of these is that they most often run directly on the FB page of an advertiser or on their own site You, the media company, manage and promote the contest and provide all of the leads, data and emails collected throughout the promotion
- First up is baseball – american’s pasttime And you don’t need a major league team to see success – think local teams, trivia, even things like stadium food and tours – these are going to appeal to a wide audience and are ideal for advertisers that want to be a part of the summertime baseball craze – PLUS we have a library of turnkey titles that are ready to go you can add to your list!
- Plus – they deliver some great results – makei sure you capitalize on excitement – this first one ran right before the Giants started their run in the World Series! - add a sweeps with ticket giveaways and you’ll see some great entries, make sure you include an opt in to grow your database like this one for the Cardinals sponsored by a spine care center – and
- Ideal advertisers for your baseball quiz bundle include those sports venues – retail – restaurants & sports bars – even healthcare is great for a baseball bundle!
- Next up – don’t forget about those dads – a fun way to put together a father’s day bundle – you can start with our turnekys, including this who’s your tv dad – then roll in some fun home improvement quizzes and even custom quizzes about one of dads favorite pastimes - golf – this one I love because it was all built around a local tournament
- And these quizzes are great for advertisers – that pga tour buddy quiz included a sweeps for tickets – the TV dad brought in optins for the advertisers and that fun home imporvement quiz also included a giveaway for dad!
- Perfect Sponosrs for father’s day bundles include things like retail / golf (apparel/lessons/courses) / electronics for dad / even tools, grills or restaurants – think about those advertisers that will appeal to dads or the male demo as a whole
- Another great theme to capitalize on this summer are summer staycations – think about all of those local attractions / events / festivals that are popping up all summer long – a quiz bundle is a great way to feature those advertisers with smaller budgets – but they also help your audience learn about some fun things to do this summer around town!
- Plus – these quizzes deliver some great results like entries for sweepstakes, opt ins for your company and the advertisers and even great registration data when you include those giveaways
- When you are looking at sponsors for a staycation bundle – think about local attractions, CVBs and communities, recreation and lodging are great as well for these categories!
- And finally – just like advertiser sweepstakes – don’t’ forget about advertiser quizzes – these are fantastic for featuring an advertiser’s products or services, highlighting something new they are offering for summer or just driving great engagement with customers – and these are some great ones – the first featured products as outcomes, the second was all about ice cream and that is always a win and the thrid was sponsored by Silver Dollar City and the outcomes were different areas in the park for visitors to check out!
- Plus they all returned some great results – like I said you can feature products as outcomes, include a sweeps or coupon to drive traffic and even grab opt ins for future marketing programs!
- When it comes to advertiser to sponsor these – the sky is the limit – so check out the top summer categories and create the perfect quiz for your advertisers! Alright – let’s hand it over to Chaney to see how you can incorporate on photo contests this summer!
- Photo contests are one of our most popular and engaging contests. These drive a ton of traffic and social activity. They can be niche as well as broad depending on theme. People are making more money than ever, and because of the HIGH NUMBER OF PAGE VIEWS photo contests They are VERY viral because the people who enter them are so invested in campaigning for their kids, pets, and their home remodels.
- AKA hashtag photo contest These contest types allow you to take advantage of location-based promotions - think concerts, sports, events, sponsor locations - or destinations/attractions Most importantly you will see engagement with a younger demo
- Odmin’s mugshot got consumers to post photos of themselves holding bottles of the brewery’s new label; prize football ticket package Summer in Steamboat captured people throughout the summer and gave their two advertisers great exposure over several weeks – a balloon tour company and a verizon reseller; prize tour and gift cards to store And I love this last example – take selfies at the park and be entered for a chance to win a season pass
- These can be great for driving foot traffic and engaging consumers on social media
- Makeover photo contests are perfect for the home improvement category. Think about anything inside your home that you have ever wanted to repair or replace. We’ve seen tons of makeover contests over the years They’re great at generating leads for advertisers because everyone submitting their junky stuff is a potential customer!
- Here are three consistent themes that we see: garages, yard and bathroom make overs. Other areas are up for grabs at different times of the year, so makeover contests can be something you run all year long. This is their seventh year running this. Huge promotion for them and the advertiser. 12K votes and over 1200 users. Amazing! Yard - 125 submissions, 702 unique users and over 2,400 votes – Roanoke $5,000 in revenue Bathroom Makeover – 7 sponsors covering all aspect of the bath included prizes valued at over $6000; this was their first contest and this is a small market radio station. They were able to generate a lot of engagement and revenue $5000 not to mention the advertisers saw a bump in sales immediately after the contest ran.
- Yard - 125 submissions, 702 unique users and over 2,400 votes - Roanoke
- A very timely photo contest type is Father’s Day. I’m a father of two little girls, so I’m particularly excited about this one! Like many photo contest you can do a lot of variations within the same theme to engage your audience and advertiser
- Here we have…. Ugliest grill – This was all about getting dad a new grill, so users submitted images of dad’s dirty grill to see who had the ugliest grill. They had 21 entries that resulted in 761 votes. But the best part was the revenue! 6 sponsors! Dad and Me – Six sponsors: liquor store, sporting goods, auto repair, restaurants and home improvement retailers Father of the Year – Another photo submission contest about highlighting dad and all that they do for us. Some other variations on Father’s Day photo contests include: Coolest Dad, Dad needs a new mower, Father-Son Lookalike, etc. We do offer a turnkey father’s day photo contest that’s all built and ready to go!
- Thanks Chaney! Well – we promised you some plans – so let’s take a look at how you can add some significant revenue this summer!
- First up is our suggested plan to reach $30,000 this summer. Keep in mind these numbers are based on a mid size market – so you can certainly adjust as needed – but this should give you a great start! Two quiz bundles – two sponsored sweepstakes and then an advertiser sweepstakes are ideal to get you started – and then if you fold in two photo contests you have a great mix of promotions to see a nice revenue surge this summer – so feel free to use this plan or alter as needed to fit your market.
- If you want to turn it up and bring in $60K this summer or actually $60,500 if you follow this plan We’ve done a couple thigns to dial it up here – additional quiz bundles making that monthly, including an advertiser quiz and also additional supporting sponsors to a photo contest is going to increase the revenue you will generate with this plan
- And finally – if you really want to fire up your summer revenue – get aggressive and shot for adding up to $90K or in this case - $91,000 – we just layered in a few more quizzes for your advertisers, more advertiser sweepstakes and additional sponsors for your photo contests – this is all incredibly doable and can result in a fantastic summer for your digital revenue budget. So as I said – these are all calendars to inspire you – get you thinking about how to map out the right things to generate the right revenue – so figure out what you want to generate and then work from there – and feel free to use these as your templates!
- Liz Ok – now we are going to pivot to Summer Games – our bonus section this year – everything you need to know to start builiding those digital promotions for advertiesrs!
- We KNOW the Summer games have a huge audience – and your advertisers want to be a part of the excitement – so make sure you have options and packages ready to go so there is truly something for everyone to get in on the excitement and share the huge audience you have coming your way.
- We have a library of turnkey quizzes – severeal are already in the tool ready for you to get started – and we’ll be adding more as we get closer to the games
- PLUS – get creative and make these local! So complement the turnkeys with some local quizzes that focus on your market and it’s relationship with the summer games and their athletes – you can start running these quizzes anytime leading up to the games – even sell one title sponsor to sponsor your quizzes thorughout the games
- Next up – think about a great Summer Games ballot – I know this is a football ballot – but it’s a great example of how you can create several different categories and subcaegoreis for sports – you can have a lot of fun with a summer games ballot and we have some great ideas for your themes
- Think overall best of – so best host city, oepning ceremony, track suit, etc – plus athletes and even local spots to train or watch the game – these ballots are both engaging for your audience but also generate some great content for you to use on air / online and in print – and your advertisers will love being a part of all of this excitement!
- Finally think about sweepstakes – summer games sweeps are going to be a great way to give your advertisers a chance to be a part of the excitement around the games and they also grow your database and appeal to your audience – here are a few ideas for you to start with
- You can do watch parties / sports apparel giveaways / fitness equipment / and think local – do you have a training facility or one of the qualifiers coming to town – those are all going to be gold medal ideas for your advertisers and your audience!
- Lots of opportunities for summer; create a bundle that brings multiple promotions together to give your sponsors a great campaign
- My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotions