3. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
The Borrell
Compass Report
4. SPEAKERS
Jim Brown
VP of Sales, Marketing, and Strategic
Development
Borrell Associates
jbrown@borrellassociates.com
@JimBrownMedia
#PromotionsSummit
6. A LITTLE BACKGROUND
• Track advertising and Promotions
• 210 DMA’s – every county in U.S. (Canada
and UK)
• Used by hundreds of Media Companies
• Strategic – track market share!
• Tactical – helps you sell!
7. #PromotionsSummit
BORRELL RESEARCH
• Strategic uses for planners and managers
1. Benchmark share/set goals
2. Identify new products to take to market
3. Identify key market segments for retention, growth and acquisition
4. Target prospects with appropriate products and pricing
5. Leverage appropriate sales channel (inside/outside sales)
• Tactical uses for salespeople
1. Gives prospects a reason to meet
2. Facilitate needs-based selling
3. Get a larger share of ad budget/greater renewals
Borrell is your single source for identifying share across all media and developing a road map for sales
8. COMPASS
• Share
– Win share one category and one customer at
a time.
– Track categories
– Shifts in Media Spending
– Promotions Spending
– Customer’s full marketing plan
#PromotionsSummit
9. Bureau of Labor
& Statistics
# of Employees/Business Category
Total U.S. Spend
by Business Category
COMPASS: A DISRUPTIVE MODEL
Regional Data
Hundreds of Sources:
• Economic
• Media
• Industry
Demographic &
Psychographic
Indicators
Primary Revenue Data
Actual Revenues:
7400+ Local Media
Companies
The IRS
- Advertising Expenditures by Businesses
- Advertising Receipts of Media Companies
We track local advertiser spending, not local media company
revenue
Borrell Proprietary
Statistical Model
Constantly refined since 1990
Used by over 1000 media companies
“It’s the only methodology that could work.”-
Booz Allen
19. 1. Gordon’s talk about the future of online
promotions – that’s where the money is going.
2. The ability to deliver measurable results to
advertisers with online promotions.
3. The 4 pillars of online promotions.
#PromotionsSummit
DAY 1 HIGHLIGHTS
20. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
The Big Future of
Second Street
22. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Sales Strategies
for Success
23. SPEAKERS
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
#PromotionsSummit
Brandy Carter
Director of Integrated Sales
Entercom New Orleans
bccarter@entercom.com
@BrancyCCarter
Kent Oglesby
New Media Development Manager
KY3-TV
koglesby@ky3.com
@KentOgs
24. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Promotional
Opportunities
That Drive
Results
25. #PromotionsSummit
CARDS
Joe Mullen
Director of Digital New Business Development
Milwaukee Journal Sentinel
jdmullen@jrn.com
@jmullen26
Liz Crider
Affiliate Success Manager
Second Street
liz@secondstreet.com
@emcrider
29. MULTI MERCHANT GOLF CARD
6-10 Golf Courses
Some Restrictions are Acceptable
Title Sponsor Option
One Round at Each Course
NO Revenue Split
30. SINGLE MERCHANT SPA CARD
ONE Upscale Spa
4-6 Different Services
Avoid Hair Services
$99 Per Card
CAN Limit Inventory
Revenue Split
31. Incorporate your advertiser’s logo and
name wherever possible
Show the value of everything included
Think outside of the box – showcase your
unique attributes
Use all assets available to you
HOW TO PROMOTE
#PromotionsSummit
44. BEST PRACTICES
• Target the TOP categories
• Make cards a focus
• Promote like crazy
• Dedicate a champion
• Don’t make everything a card
#PromotionsSummit
49. #PromotionsSummit
METRO BALLOTS
Vince Johnson
Publisher
The Forsyth Country News
vjohnson@forsythnews.com
@vincejohnson
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Blair Barna
Advertising Director & Co-Owner
Charleston City Paper
blairbarna@gmail.com
@blairbarna
73. BEST PRACTICES
• Sell an integrated campaign
• Encourage merchants to promote
• Increase your revenue by adding digital
elements to your promotional packages
#PromotionsSummit
76. #PromotionsSummit
NICHE BALLOTS
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Vince Johnson
Publisher
The Forsyth Country News
vjohnson@forsythnews.com
@vincejohnson
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Jamie Kinnaird
Manager of Contests & Promotions
BH Media
jamie.kinnaird@owh.com
@jamkin1120
110. #PromotionsSummit
FACEBOOK ADVERTISER CONTESTS
Emily Thousand
Affiliate Success Manager
Second Street
emily@secondstreet.com
@emilythousand
Katie Wilson
Director of Digital
& Retail Advertising
The Quad-City Times
kwilson@qctimes.com
126. WORK WITH THE ADVERTISER AGAIN
Brad Paisley
Ticket
Giveaway
Megaticket
Giveaway #1
Jana Kramer
GiveawayCar Giveaway
Megaticket
Giveaway #2
#PromotionsSummit
127. BEST PRACTICES
• Target new advertisers and expand
relationships with existing advertisers
• Create an integrated promotional
campaign
#PromotionsSummit
144. #PromotionsSummit
ECOMMERCE PROMOTIONS
Alex Fuentes
VP Interactive & Marketing
Miami Herald Media Company
afuentes@miamiherald.com
@alexfuentes
Matt Chaney
Director of Affiliate Success
Second Street
chaney@secondstreet.com
@mattchaney
151. Standalone:
Group of deals in addition to your regular daily deal
offerings.
Key Benefit:
Supplements your regular deal sales; higher revenue
potential.
Defining Deal Stores
#PromotionsSummit
152. Full Site Focus:
All deals featured on the site revolve around a certain
theme.
Key Benefit:
Focuses all sales & marketing efforts on store theme.
Defining Deal Stores
#PromotionsSummit
153. Identifying Themes for Stores
Life Events
Second Street
Calendar
Market
Opportunities
Holidays
#PromotionsSummit
154. Our Top Store Themes
• Valentine’s Day
• Mother’s Day
• University of Miami (x2: Spring & Fall)
• Summer Fun
• Best of (x2: mid year & end of year)
• Holiday Gift Guide / Cyber Monday
#PromotionsSummit
155. Miami’s Deal Stores
Miami’s failed attempts
– Father’s Day (stand alone)
– Home Improvement (stand
alone)
– New Year New You (full site
focus)
#PromotionsSummit
156. Top Characteristics of Miami’s Deal Stores
12-20 deals per store
Run 2-4 weeks
Strive for good deal mix
with general appeal
Include additional media
exposure
Sell stores throughout
the year
#PromotionsSummit
158. Store Spotlight: Best of
Email:
• Subject: Malanga Café
• Just resigned it. Wants to
run ASAP. See below.
Proudly displaying
his best of plaque.
Opening another
restaurant in
1 month.
#PromotionsSummit
160. 6 Tips for Running Deal Stores
1. Plan ahead, build your calendar
2. Create a marketing plan in addition to
your regular deals offering
3. Use Incentives
4. Use Contests/Sweepstakes
5. Experiment with both stand alone and full
site focus stores
6. Don’t forget Deal Quality
is still King
#PromotionsSummit
164. TAKEAWAYS
• Daily Deals Remain a BIG Opportunity if
You Invest the Resources
• Stores, Cards, Weekly Deals Allow All
Media to Generate Digital Revenue
• Deals are Promotions – They Solve
Advertiser Challenges and Goals
#PromotionsSummit
165. #PromotionsSummit
SPORTS CONTESTS
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Marty Carry
VP Advertising
The State Journal-Register
marty.carry@sjr.com
@mcarry
Jamie Kinnaird
Manager of Contests & Promotions
BH Media
jamie.kinnaird@owh.com
@jamkin1120
177. BEST PRACTICES
• Secure multiple sponsors
• Leverage your VIP pickers
• Offer both weekly and overall prizes
• Work across departments as a team
• Create an integrated promotional
campaign
#PromotionsSummit
180. #PromotionsSummit
PROMOTIONS + EVENTS
Terri Overby
Marketing Coordinator
WRAZ-TV
toverby@fox50.com
Sandy Hurley
Director of Revenue
Civitas Media
shurley@civitasmedia.com
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
Conan Gallaty
Executive VP for Digital
WEHCO Media
cgallaty@wehco.com
@conanza
200. BEST PRACTICES
• Create a promotion to accompany an
existing community event
• Create an event to augment a promotion
your media company runs or create a
promotion to augment an event you run
• Create a promotion that
IS an event
#PromotionsSummit
201.
202. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Roundtables
203. ROUNDTABLES
• Table 1: Cards & Other Ecommerce Promotion Models
• Table 2: Reinventing Ballots
• Table 3: Facebook Agency Model Contests
• Table 4: Engaging Your Sales Force Around Promotions
• Table 5: Monetizing Football
• Table 6: Driving Revenue & Engagement with Promotions + Events
• Table 7: Using Promotions for Lead Generation
for Your Advertisers
#PromotionsSummit
204.
205. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Group Activity
Presentations
206. THE BIG FUTURE OF SECOND STREET
#PromotionsSummit
Go Big &
Go Home
207. SPEAKERS
Matt Coen
President & Co-Founder
Second Street
matt@secondstreet.com
@mattcoen
Doug Villhard
President & Co-Founder
Second Street
doug@secondstreet.com
#PromotionsSummit
208. FOR MORE GREAT CONTENT, VISIT:
#PromotionsSummit
secondstreetlab.com/summit