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CRMA Online Promotions Presentation
- 1. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Online Promotions are an EXPLOSIVE Opportunity How City & Regional Magazines Can Capture This Revenue Matt Coen | President & Co-Founder | Second Street | @mcoen
- 2. @secondstreetlab Our Partners 3,000 media companies & growing
- 6. @secondstreetlab secondstreetlab.com/crma @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen
- 7. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E THE MAJOR SHIFT
- 8. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions Why Online Promotions?
- 9. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E START WITH EMAIL
- 12. @secondstreetlab
- 13. @secondstreetlab 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pinterest YouTube Instagram Twitter Facebook Text Email 91% of people check their email at least once a day Source: eMarketer Daily Activities of US Internet Users
- 14. @secondstreetlab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Contest Submissions by Day 70% of Submissions The Impact of Email
- 15. @secondstreetlab Email + Promotions Promotions Build Your Email Database An Engaged Database Drives Promotions Revenue
- 16. @secondstreetlab
- 17. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E OPPORTUNITIES FOR ONLINE PROMOTIONS
- 18. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RUN SPONSORED CONTESTS1
- 20. @secondstreetlab U-T San Diego $30,000 in Revenue
- 22. @secondstreetlab Omaha World-Herald $75,000 in Revenue
- 27. @secondstreetlab $102,000 in Revenue Wisconsin State Journal
- 28. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PROMOTIONS + PRINT
- 29. @secondstreetlab The Daily Advocate Greenville, Ohio 7,000 Circulation
- 30. @secondstreetlab Contest Photos in Fair Magazine
- 33. @secondstreetlab Identify the Right Sponsors Who would be a good match for the target demographic & contest theme? Who needs a fresh idea to maintain or increase spend? Who do I want to grow business with?
- 34. @secondstreetlab Submission Contest Presenting Sponsorship (Limit 1)! Logo inclusion on all promotional elements for the contest! Print Campaign including logo:! â˘âŻ Full-page promotional ad ! â˘âŻ Full-page winner announcement ad! â˘âŻ [# of months contest is running] monthly premium full-color ads! Digital Campaign including:! â˘âŻ Logo inclusion in contest header graphic! â˘âŻ Contest page 728Ă90 & 300Ă250 served together (100% share of voice)! â˘âŻ Pencil Pushdown (twice during the contest, during submission and voting periods)! â˘âŻ 100,000 300Ă250 ROS impressions! Email Campaign including coupon or offer:! â˘âŻ Daily news & breaking news emails to combined database of 115,000! â˘âŻ Invitation email to promotional database of 80,000! â˘âŻ Thank you emails after registration and submission! Email opt-in checkbox on the registration page! Facebook Like box on the registration page! Social Campaign including:! â˘âŻ Mentions on Facebook & Twitter at least once a week! â˘âŻ Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image! Investment: ($1,000/week)! $15,000!
- 35. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RUN ADVERTISER CONTESTS2
- 36. @secondstreetlab What is a Facebook Contest?
- 39. @secondstreetlab Expand Reach with Social Boost
- 40. @secondstreetlab Sponsored vs. Advertiser On Advertiserâs Page, No Mention of Media Company On Media Companyâs Page, Sponsor in Branding
- 42. @secondstreetlab 18 Million SMB Facebook Pages Source: Wall Street Journal, Facebook July 2013
- 43. @secondstreetlab Other: 28% Find new customers& leads: 72% Source:  Manta  Facebook Contesting Opportunity SMB Social Media Goals
- 45. @secondstreetlab
- 46. @secondstreetlab Identify Hot Leads 0 5 10 15 20 25 30 35 Next month Next 3 months Next 6 months When are you considering a new vehicle purchase?
- 49. @secondstreetlab Quad-City Times $19,500 in Revenue
- 50. @secondstreetlab
- 51. @secondstreetlab Quad-City Times Shared Agency-Model Package Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $3,150 3-3 Column x 10â 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 Advertiser: $1,000
- 52. @secondstreetlab
- 53. @secondstreetlab Exclusive Facebook Advertiser Sweepstakes! Facebook Marketing Consultation! Print Campaign including logo:! â˘âŻ ½ page promotional ad! â˘âŻ ½ page winner announcement ad! â˘âŻ Option to add print ads at a discounted rate during the promotion! Digital Campaign including:! â˘âŻ 100,000 728Ă90 ROS impressions! â˘âŻ Total dominance on website homepage! Email Campaign including logo:! â˘âŻ Invitation email to promotional database of 80,000! â˘âŻ Thank you email to all entrants with coupon or offer! Email opt-in checkbox on the registration page! Facebook Like box on the registration page! Social Campaign including:! â˘âŻ Contest setup and placement on Facebook Page, including customized Like- gate image, Facebook cover photo, and contest app image! â˘âŻ Customized thank you page with coupon or offer! â˘âŻ Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image! Investment:! $10,000 ! (4 weeks)!
- 54. @secondstreetlab Shared Agency-Model Sales Package Facebook Marketing Consultation $500 1 Full Page Promotional Ad $3,150 3 ½ Page Horizontal Print Ads 10â x 5â $2,350 Shared Email to Database of 20K $2,000 100K ROS impressions (728 x 90 Promotional Ads) $2,000 Total Dominance Contest Promotion $2,000 Contest Setup on Facebook Page $500 Total Value: $13,500 Cost: $2,000
- 55. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E EXPAND READERâS CHOICE3
- 56. @secondstreetlab
- 57. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E BUT, THERE ARE PAIN POINTS.
- 58. @secondstreetlab
- 59. @secondstreetlab
- 60. @secondstreetlab
- 61. @secondstreetlab
- 62. @secondstreetlab
- 63. @secondstreetlab
- 64. @secondstreetlab
- 65. @secondstreetlab âWe cut our set-up and administrative time in half with Voterâs Choice. Plus, we increased our votes by 250% over last year!â - Caroline Coursen, Moffly Media
- 66. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E REVENUE OPPORTUNITIES
- 73. @secondstreetlab Vote for Me & Thank You Ads
- 74. @secondstreetlab Best of Kent 2014 Increased Ballot Revenue by 43%!
- 76. @secondstreetlab âVote for Meâ & âThank Youâ Ads
- 77. @secondstreetlab Sold Variety of Online Ads
- 78. @secondstreetlab Gold Coast Connecticut 250% Increase in Voters from 2013
- 79. @secondstreetlab Ballot Presenting Sponsorship (Limit 1)! Logo inclusion on all promotional elements for the ballot! Print Campaign including:! â˘âŻ Full-page âVote for Meâ ad! â˘âŻ Full-page âThank Youâ ad (if applicable)! Digital Campaign including:! â˘âŻ Logo inclusion in ballot header graphic! â˘âŻ Leaderboard ads over relevant category & sub-category! â˘âŻ 300Ă250 ad on the ballot page (100% share of voice)! â˘âŻ Pencil Pushdown (twice during the ballot, during nomination and voting periods)! â˘âŻ 100,000 300Ă250 ROS impressions! â˘âŻ Upgraded listing including logo, interactive map, link to website, & social buttons! Email Campaign including logo and coupon or offer:! â˘âŻ 2 invitation emails to promotional database of 80,000! â˘âŻ Thank you emails after registration and voting! â˘âŻ Winner announcement email after voting ends! Email opt-in checkbox on the registration page! Social Campaign including:! â˘âŻ Mentions on Facebook & Twitter at least once a week! â˘âŻ Logo inclusion on promotional Facebook cover photo! Mobile Campaign including:! â˘âŻ Text message to database of 13,000 including a mention and shortlink! â˘âŻ Mobile ads linking to ballot with logo! Investment:! $20,000!
- 80. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E NICHE BALLOTS 4
- 81. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E HOLIDAY
- 82. @secondstreetlab
- 83. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E SPORTS
- 84. @secondstreetlab
- 85. @secondstreetlab
- 86. @secondstreetlab
- 87. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E COMMUNITY EVENTS
- 88. @secondstreetlab
- 89. @secondstreetlab
- 90. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PARENTING
- 91. @secondstreetlab
- 92. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E WEDDING
- 93. @secondstreetlab
- 94. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E WORKPLACES
- 95. @secondstreetlab
- 96. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E RESTAURANTS
- 97. @secondstreetlab
- 98. @secondstreetlab
- 99. @secondstreetlab
- 100. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Ballots hit on Trends
- 102. @secondstreetlab
- 104. @secondstreetlab
- 106. @secondstreetlab
- 107. @secondstreetlab
- 108. @secondstreetlab
- 110. @secondstreetlab
- 112. @secondstreetlab
- 113. @secondstreetlab
- 114. @secondstreetlab
- 115. @secondstreetlab
- 116. @secondstreetlab
- 117. @secondstreetlab
- 119. @secondstreetlab
- 121. @secondstreetlab
- 123. @secondstreetlab
- 124. @secondstreetlab
- 125. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E ECOMMERCE PROMOTIONS5
- 128. @secondstreetlab UpNorthLive.com: 3 Regional Cards = $200K+
- 129. @secondstreetlab WISE-TV & WPTA-TV $112,000 in Revenue
- 130. @secondstreetlab State College $12,000 in Revenue
- 131. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E PLANNING IS CRUCIAL
- 132. @secondstreetlab
- 134. @secondstreetlab secondstreetlab.com/crma @secondstreetlab matt@secondstreet.com | 314.880.4902 | @mcoen Matt Coen