How to Solve Advertiser Challenges with Promotions

#PromotionsLab

How to Solve Advertiser Challenges with Promotions

#PromotionsLab#PromotionsLab

PRESENTERS

Julie FoleyDirector of Affiliate SuccessSecond Street

[email protected]

@julie_foley

Brandy CarterDirector of Integrated SalesSmartReach Digital / Entercom

[email protected]

m

@BrandyCCarter

Jamie KinnairdManager of Contests & PromotionsBH Media

[email protected]

@jamkin1120

Sara DrokeDirector of Emerging MediaWPSD-TV

[email protected]

@sjdroke


TWITTER + QUESTIONS

Twitter Hashtag:

#PromotionsLab

Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab

Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.


WHO WE ARE

Increase ROI, Build & Engage Audience

#PromotionsLabsecondstreetlab.com/solutions

Promotion ExamplesCase Studies

Playbooks & Worksheets

#PromotionsLab

THE BIG SHIFT


WHY ONLINE PROMOTIONS?

Source: Borrell Associates

In B

illion

s

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0

$10

$20

$30

$40

$50

$60

$70

$80

$90


WHY ONLINE PROMOTIONS?

Source: Borrell Associates

In B

illion

s

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

$80 Billion by 2017!


THIS GROWTH IS HAPPENING BECAUSE….

#PromotionsLab#PromotionsLab#PromotionsSummit

“Advertisers want results you can measure those results with

promotions.” – Gordon Borrell

#promotionslab

Advertisers Want to Activate Consumers


1. Generate Leads2. Drive Foot Traffic3. Grow Social Engagement4. Grow Email Database5. Collect Data

WHAT ADVERTISERS WANT

#PromotionsLab

SO WHAT NOW?

NEEDS ANALYSIS 1

#PromotionsLab

WHY DO A NEEDS ANALYSIS?

Learn Advertisers Goals

Uncover Challenges

Build aRelationship

Gain AdditionalInsights

“How will you measure success?”

Questions to Ask

Most Important

“What areyour

main goals?”

PICK THE RIGHT PROMOTION2

FOLLOW-UP MEETING 3

#PromotionsLab

Share Measureable Results

#PromotionsLab

Continue Needs Analysis Discussion

#PromotionsLab

Promotions Deliver Results

#PromotionsLab

CASE STUDIES


[email protected]

@BrandyCCarter


Grow Facebook Likes, Grow Email List, and

Rollout New Gift Cards

t h e c h a l l e n g e

#PromotionsLab

THE SOLUTION

#PromotionsLab

THE CAMPAIGN

Radio Internet Radio

Email Display Ads

#PromotionsLab

RESULTS

1,252 New Likes!

+12,800% increase in PTA

#PromotionsLab

562 new email addresses

RESULTS

#PromotionsLab

Giftcard Sales Goal Actual Giftcards Sold0

200

400

600

800

1000

1200

1000 at

$130a card

500 at

$37.50a card

RESULTS

#PromotionsLab

FIRST YEAR RESULTS

$100,000 in revenue

#PromotionsLab

$148,000 in revenue

SECOND YEAR RESULTS

#PromotionsLab

Q1 PROMOTION

#PromotionsLab

Q2 PROMOTION

#PromotionsLab

WWL APP SPONSOR


Grow Email Database, Grow Facebook Likes,

and Collect Data



THE SOLUTION

#PromotionsLab

THE CAMPAIGN

Radio Internet Radio

Email Display Ads

#PromotionsLab

THE CAMPAIGN

#PromotionsLab

2,199 email opt-ins

RESULTS

#PromotionsLab

RESULTS

1,284 New Likes!

56% entered through mobile

#PromotionsLab

SURVEY RESULTS

Did you know Haydel's Bakery has Gluten Free

Options?

Yes No

Did you know Haydel's Bakery

makes King Cakes all year long?

Yes No Yes No

Did you know we ship worldwide?


Q2 PROMOTION


Q3 PROMOTION

#PromotionsLab

SECRET SAUCE

• Valuable insights for the advertiser and lead generation

• Mobile database, Facebook, and email database growth

• Proof through results


[email protected]

@sjdroke


Generate Leads, Grow Email Database, and Grow Facebook Likes



THE SOLUTION


QAULIFYING SURVEY QUESTIONS


RESULTS

164Qualified leads


RESULTS

217opt-ins


RESULTS

100Facebook Likes


SECRET SAUCE

• Targeted promotion for a niche audience

• Survey questions qualified entrants

• Follow-up meeting with client to discuss next steps


Grow Email Database and Facebook Likes



THE SOLUTION


THE SOLUTION


RESULTS

1,035Facebook Likes


RESULTS

753opt-ins


THE FOLLOW-UP


SECRET SAUCE

• Compelling prize for target audience

• Heavy social media promotion

• Follow-up email immediately after contest ending to opt-in list

Jamie KinnairdManager of Contests & PromotionsBH Media Group

[email protected]

@jamkin1120


Grow Facebook Likes and Email Database



THE SOLUTION


Call-to-Action message centered around driving traffic to Your Contest

Your Exclusive Contest Email

FacebookContest App

Online Advertising Support

New Fans

Commercials/spots/print ads drive people to your Facebook page.

Deliver your message to up to 40,000 consumers via email at a fraction of the cost of direct mail advertising.

Custom Facebook App allows potential customers to enter your sweepstakes and capture Likes and database information.

Custom Banner Advertising/web features/social media mentions to fans deliver your call-to-action visually and socially.

We will provide custom analytics that demonstrate ROI.

THE CAMPAIGN


THE CAMPAIGN


RESULTS

811 Facebook Likes


RESULTS

750 opt-ins


SECRET SAUCE

• Needs analysis conversation to discover advertiser challenge

• Relevant prize for the advertiser’s target audience

• Heavy promotion to drive entrants to advertiser’s Facebook page


Drive Foot Traffic



THE SOLUTION


THE SOLUTION


RESULTS

371cards sold


RESULTS

Foot Traffic increased


SECRET SAUCE

• Drove foot traffic with unique promotion with upsell opportunities

• The same, quality ecommerce offer from each course

• Heavy promotion in core and digital media

#PromotionsLab

NEXT STEPS

Train Your Team

Needs Analysis

Pick the Right Promotion

#PromotionsLab

Promotions Deliver Results

#PromotionsLab

Share Measureable Results

#PromotionsLab

RESOURCES

#PromotionsLabsecondstreetlab.com/solutions

Promotion ExamplesCase Studies

Playbooks & Worksheets


QUESTIONS?

Julie FoleyDirector of Affiliate SuccessSecond Street

[email protected]

@julie_foley


[email protected]

m

@BrandyCCarter

Jamie KinnairdManager of Contests & PromotionsBH Media

[email protected]

@jamkin1120


[email protected]

@sjdroke

Date post:	20-Dec-2014
Category:	Technology
Upload:	second-street
View:	363 times
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How to Solve Advertiser Challenges with Promotions

Technology