How Newspapers Can Capitalize on Explosive Online Promotions: 2014 AAN Digital

transcript

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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE

Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready

Matt CoenPresident & Co-FounderSecond Street@mcoen

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• 5 Proven Promotions Opportunities• Expanding Reader’s Choice

• Your Unique Position as a Print Publication

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Second Street

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secondstreetlab.com@secondstreetlab

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3,000 Media Partners

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Local Niche Partners

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The Major Shift

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s, Inc.

$ in Billions

In 2012, businessesspent 6% less on advertising than theyhad a decade earlier.

Ad Spending is Declining

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The same year, theyspent 88% more on promotions than theyhad a decade earlier.

Promotions are Increasing

$ in Billions

s, Inc.

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s, Inc.

Growth in Promotions Spending

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Why Online Promotions?In

Source: Borrell Associates, Inc. 2013

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A Lean-Forward Medium

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A Lean-Back Medium

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A Lean-Back Medium

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A Lean-Back Medium

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A Lean-Forward Medium

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start with email

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$3MM from Email

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Christmas in July

We 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

Likes per Advertiser

Shared Advertiser Facebook Contest

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Grizzly Jack’s Grand Bear Resort

$38,038 Gross Regional Travel 2-night stay for 6 or

9 guests

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Reader’s Choice Ballot

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Gridiron Challenge

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Intersection of Promotions

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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

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70% of Submission

The Impact of Email

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Email = 66% of Deal

Revenue

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Email List Size & Revenue

513 Sold

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Deals: A Tale of Two Cities

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Deals: A Tale of Two Cities

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Contests

DealsDeals

Email: Center of a Revenue Plan

Direct Marketin

Email Ads

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Email + Promotions

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Email Growth: Next Steps

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Set a Goal 11

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Put a Team Together 22

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Create a Calendar 33

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Stores & Cards

Free Deals & Credits

Contests Sweepstakes Ballots

January Free Deal Kids

February Golf

MarchCard:

Golf CardBasketball

AprilMother’s Day

Contest

MayPromo Code:Inactive Buyers

June Summer Fun Metro

JulyStore:

Summer FunPets

August Free Deal

September Football (Sept-Feb) Spa

OctoberCard:

Spa CardHalloween Holiday

NovemberPromo Code:Inactive Buyers

Holiday Shopping

December

Store: Cyber

Monday/Holiday Store

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Organize Your Team 44

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Excite Your Sales Force 55

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opportunities for online promotions

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Run Sponsored

Contests1

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674,417 Submissions1,588,792 PageviewsSocial Boost EnabledSponsored by ????

Workshop Makeover GiveawayPopular Woodworking

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$7,000 in Revenue1,238 Registered Users41,925 Pageviews

The Onion Beer BracketMadison.com

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Dream WeddingWSB-FM

$30,000 in Revenue483 Submissions10 Weddings Booked with

Sponsor

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Music Festival & Showcase ContestOrange County Register

$15,000 in Revenue90 Submissions

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$13,000 in Revenue 3,608 Registered UsersWinning Bar Chose Charity to Receive $1,000 Wrap Party at Winning Bar

Bar WarsGambit

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The FOX 50 Lip Dub ProjectWRAZ-TV

Over $200,000 in Revenue3rd Annual Contest44 School EntriesOver 2.2 MILLION votes

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$30,000 in Revenue

2,592 U-T Opt-ins 299 Advertiser

Opt-ins 734 Entries

Cutest Pet Photo ContestU-T San Diego

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$12,000 in Revenue

614 Opt-ins

Win Your Own Man CaveThe Day

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Sponsorship Models

Exclusive

Category-ExclusiveCategory-Exclusive

MultipleMultiple

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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

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Run Advertiser Contests2

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Incentivize the Like

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What is a Facebook Contest?

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Like-Gate

Must ‘Like’ your

Page to enter

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Visible after they

‘Like’ the Page

Entry Form

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Facebook SweepstakesPick Your Ticket for December to RememberKNRK-FM

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Expand Reach with Social Boost

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Sponsored Facebook Contests

Women’s Center Cutest Kid ContestKKLR-FM

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UGC Photo

Women’s Center Cutest Kid ContestKKLR | Poplar Bluff, MO

This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up on the Huffington Post recently!” - Carrie Smothers, Digital Director“This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up on the Huffington Post recently!” - Carrie Smothers, Digital Director“

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18 Million SMB Facebook

PagesSource: Wall Street Journal, Facebook July 2013

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Source: Manta

Facebook Contest

Opportunity

Facebook Contest

Opportunity

SMB Social Media Goals

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Max Media Hampton Roads, VA

Pembroke Mall

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$500 Local Bank GiveawayEntercom New Orleans

$18,000 in RevenueLikes Doubled in 2

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1,252 new fans

+12,800% increase in PTAPage 2 of 5

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562 new emails

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1000 @

$130a card500

@ $37.50a card

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$100,000 in revenuePage 5 of 5

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Spring into PrizesQuad-City Times

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Exclusive Advertiser Package

2 Week Facebook Sweepstakes

Facebook marketing consultation Included

1 Sunday Full Page Promotional Ad $1,000

3-3 Column x 10” Print Ads $750

Contest setup on your Facebook Page $500

Like-Gate $750

Opt-in for Email Database $750

Social media mentions $500

Email blast to 20k members $1,000

Web Display Ads, 100k ROS impressions $750

Total Value: $7,000

Cost To You: $5,000

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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included

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 You: $1,000

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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included

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 You: $1,000Per Campaign Revenue = $26,250

Yearly Revenue (4 per year) = $105,000

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agency services

$4,000 Revenue

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Identify Hot Leads

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facebook.com/search

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Run Deals3

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Quad-City Times

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UpNorthLive

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$62,202 in Revenue

$7 for $14.95

Daily DealsNews Tribune, The Bellingham Herald, The Olympian

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Weekly DealsShaw Suburban Media

$178,000 in Revenue

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Deal StoresQuad-City Times

$154,835 in Revenue

77 Deals8,086 Sold

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$250,000 in Revenue

19 Rounds of Golf

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Expand Reader’s Choice4

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“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

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“Last year, we had 20,000 votes and it took us 2 weeks to count.

This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.”

Len EgdishNaples Daily News

#voterschoice

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Revenue Opportunities

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Upgraded Listings

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Category Sponsorships

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Online Ads

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Special Print Issues

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“Vote” & “Thank You” Ads

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Live Events

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Deals Stores

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best of santa clarita valleyThe Signal | Santa Clarita, California

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$110,000 in RevenueLive Event

southwest florida’s choice awardsNaples Daily News | Naples, Florida

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Run Niche Ballots5

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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

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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

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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

$1,000+ Registrations

state fair top tenState Journal-Register | Springfield, Illinois

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Digital Revenue from Expanded Listings & Category Sponsorships

Print Revenue from Thank You Ads in Print Issue

family favoritesMetroFamily Magazine | Oklahoma City, Oklahoma

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$7,000 Revenue from Subaru

300 Registered Users140 Email Opt-Ins826 Total Write-Ins

top 92 countdownKGON-FM | Portland, Oregon

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wedding

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sports

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holidays

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business

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BALLOTS HIT ON TRENDS

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MOBILE

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SOCIAL

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CROWD SOURCING CONTENT

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SMB ADVERTISERS

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USER-GENERATED REVIEWS

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LIVE EVENT

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Promotions + Print

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Pro Football ContestThe State Journal-RegisterSpringfield, OH50,000 circulation

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VIP picker photo printed weekly

Pro Football Contest

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Four page pullout for 23 weeks

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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs

Result:$100K in revenue

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The Daily AdvocateGreenville, Ohio7,000 circulation

Fair Photo Cover Contest

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Contest photos printed alongside ads

Fair Photo Cover Contest

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Metro BallotThe Naples Daily NewsNaples, FL61,000 circulation

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Metro Ballot

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Metro Ballot

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Niche Ballot

The Roanoke TimesRoanoke, VA90,000 circulation

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Niche Ballot

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Niche Ballot

Integrated promotional plan

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Matt Coenmatt@secondstreet.com314.880.4902@mcoenSecondstreetlab.com@secondstreetlab

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How Newspapers Can Capitalize on Explosive Online Promotions: 2014 AAN Digital

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