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#promotionslab
G E N E RAT E L E A D S , G R O W D ATA B A S E & B U I L D L I K E S
#promotionslab
Emily ThousandAffiliate Success ManagerSecond Street@emilythousand
Presenters
Erin GalantDigital DirectorMax Media Radio@egalant
Tony FreijeDigital Sales ManagerKTUU-TV@tonyfreije
Katie Wilson Digital Advertising DirectorQuad City Times@KatieWilson
FEATURING
#promotionslab
WHO WE ARE
#promotionslab
Questions & Twitter
Follow @secondstreetlab
on Twitter!
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.
QUESTIONS + TWITTER
#promotionslab
SECOND STREET LAB
#promotionslab
SECOND STREET LAB
secondstreetlab.com/facebook
#promotionslab
AGENDA
• The Opportunity• The Model• The Benefits• Case Studies• Best Practices• Q&A
#promotionslab
THE ADVERTISER FACEBOOK CONTEST
OPPORTUNITY
#promotionslab
#promotionslab
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
Source: Borrell Associates
in Billions
ONLINE PROMOTIONS GROWTH
#promotionslab
People spend more
time on Facebook
than any other website
THE FACEBOOK OPPORTUNITY
#promotionslab
25 Million SMB Facebook
Pages
THE FACEBOOK OPPORTUNITY
#promotionslab
Other28%
New cus-
tomers+ leads72%
SMB Primary Goal in Using Social Media
Source: Manta
Facebook contest
opportunity!
THE FACEBOOK OPPORTUNITY
#promotionslab
WHY FACEBOOK CONTESTS?
#promotionslab
MAKE A LOT OF MONEY 1
#promotionslab
NEW ADVERTISERS 2
#promotionslab
DRIVE RESULTS
L E A D S D AT A B A S E L I K E S
3
#promotionslab
THE FACEBOOK ADVERTISER CONTEST
MODEL
#promotionslab
SPONSORED VS ADVERTISER CONTESTS
#promotionslab
SPONSORED VS ADVERTISER CONTESTS
#promotionslab
SPONSORED VS ADVERTISER CONTESTS
#promotionslab
WHY FACEBOOK CONTESTS WORK IN YOUR MARKET
#promotionslab
WHY RADIO?
AUDIENCE
#promotionslab
ACTIVATION
#promotionslab
RESULTS
#promotionslab
GROW LIKES
#promotionslab
GROW LIKES WITH A LIKE-GATE
Must Like the Page to Enter
#promotionslab
GROW LIKES WITH A LIKE-GATE
1,252 New Fans
66% Fan Growth
#promotionslab
GROW DATABASE
#promotionslab
GROW EMAIL WITH AN OPT-IN
1,140 email opt-ins
88% opt-in rate
#promotionslab
THANK YOU OFFER
#promotionslab
DRIVE TO RETAIL
#promotionslab
CAPTUREMARKET DATA
#promotionslab
QUALIFIED LEADS
#promotionslab
Next month Next 3 months Next 6 months -
5
10
15
20
25
30
35
When are you considering a new vehicle purchase?
QUALIFIED LEADS
#promotionslab
GROW ENGAGEMENT
#promotionslab
“PEOPLE TALKING ABOUT THIS”
#promotionslab
NEWSFEED
#promotionslab
CONTESTS BUILD ENGAGEMENT
503% Engagement
Growth
#promotionslab
CASE STUDIES
#promotionslab
“Facebook contests play a key role in our digital revenue success.”
CASE STUDY: RADIO
Erin GalantDigital DirectorMax Media | Virginia Beach, VA
#promotionslab
CASE STUDY: RADIO
Pembroke Mall SweepstakesMax Media | Virginia Beach, VA
$12,000 in Revenue
#promotionslab
CASE STUDY: RADIO
Pembroke Mall Sweepstakes Calendar
Brad Paisley Ticket
Giveaway
Megaticket Giveaway
#1
Jana Kramer Giveaway
Car Giveaway
Megaticket Giveaway
#2
#promotionslab
6,000 new fans
ADVERTISER CONTEST RESULTS
#promotionslab
Social Media
Internet Radio
Display Ads
RADIO PACKAGE
#promotionslab
KEY TAKEAWAYS
1
2
3 Use the Thank You screen for a call to action
Targeted prize of products and services drive different results than a generic prize
Empower your sales staff
#promotionslab
Guess the First Snowfall of the YearKTUU-TV | Anchorage, AK | DMA 148
CASE STUDY: TV
$7,500 in Revenue
#promotionslab
Tripled their Facebook Likes
ADVERTISER CONTEST RESULTS
#promotionslab
1,064 new emails
ADVERTISER CONTEST RESULTS
#promotionslab
ADVERTISER CONTEST RESULTS
Increasein business
#promotionslab
Web Ads
TV Spots Weather Forecast
Mobile Ads
TV PACKAGE
#promotionslab
KEY TAKEAWAYS
1
2
3 Show added value: Give them measurable ROI with bounceback coupons
Don’t be afraid to say NO
Be creative and be prepared: Pitch the right contest for the needs of your advertiser
#promotionslab
CASE STUDY: NEWSPAPER
Katie WilsonDirector of Digital & Retail AdvertisingQuad-City Times | Davenport, IA
Recently named one of Editor& Publisher’s 25 under 35
#promotionslab
ADVERTISER CONTEST REVENUE MODELS
Exclusive
Contests
Shared Contest
s
#promotionslab
$8,000 in Revenue
Ultimate Man Cave GiveawayQuad-City Times | Davenport, IA
CASE STUDY: NEWSPAPER
#promotionslab
1,800 new fans(average)
SHARED CONTEST RESULTS
#promotionslab
670 new emails(average)
SHARED CONTEST RESULTS
#promotionslab
Print Social Media
Email Display Ads
NEWSPAPER PACKAGE
#promotionslab
KEY TAKEAWAYS
1
2
3 Shared contests open up categories to target and lowers the price point
Sweepstakes drive the best results
Email is the single-most powerful asset
#promotionslab
SECOND STREET LAB
#promotionslab
SECOND STREET LAB
secondstreetlab.com/facebook
#promotionslab
BEST PRACTICES
www.secondstreetlab.com
- Alison O’Brien, Digital Product Manager Roanoke Times
www.secondstreetlab.com
$500 Gift Card SweepstakesTarget audience: All ages, genders
Contest length: 2 weeks
www.secondstreetlab.com
Cute Baby Photo Submission ContestTarget audience: Women 25-35
Contest length: 4-6 weeks
#promotionslab
HOW TO PROSPECT
#promotionslab
HOW TO PROSPECT
facebook.com/search
#promotionslab
LEVERAGE REFERRAL FEATURES
#promotionslab
Pinterest YouTube Instagram Twitter Facebook Text Email0%
10%20%30%40%50%60%70%80%90%
100%
Digital Activities of US Internet Users at Least Once Per Day
91% check email
once per day
Source: eMarketer
THE IMPACT OF EMAIL
#promotionslab
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 70
50
100
150
200
250
300
350
400
Quad City Times Contest Submissions by Day
Represents 70% of
Submissions
THE IMPACT OF EMAIL
#promotionslab
DON’T FORGET MOBILE
#promotionslab
PIN FACEBOOK POSTS FOR MOBILE
Pin a post with enter-to-win link visible
#promotionslab
HOW TO PROMOTE
#promotionslab
HOW TO PROMOTE
secondstreetlab.com/facebook
#promotionslab
HOW TO PLAN
#promotionslab
HOW TO GET STARTED
#promotionslab
FORM YOUR TEAM
Legal
Rules, contrac
t
Sales
Deals with client
Design
Creates
graphics
Admin
Builds contest
#promotionslab
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
On Air Commercials (:30) M-F 6a-7p (20x) $1,000
Internet Radio (:30) M-F 6a-Mid (40x) $750
Like-Gate $500
Opt-in for Email Database $500
Email to 20k members $1,000
Web Display Ads, 50k ROS impressions $250
Social media mentions $800
Investment: $5,000
SAMPLE PACKAGE – RADIO
#promotionslab
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
On Air Commercials (:30) M-F 6a-7p (20x) $1,000
Internet Radio (:30) M-F 6a-Mid (40x) $750
Like-Gate $500
Opt-in for Email Database $500
Email blast to 20k members $1,000
Web Display Ads, 50k ROS impressions $250
Social media mentions $800
Investment: $5,000
SAMPLE PACKAGE – RADIO
Per Campaign Revenue = $5,000
Yearly Revenue (24 per year) = $120,000
#promotionslab
SAMPLE PACKAGE – TV
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Mentions in weather forecast Included
85 :15 TV Spots $2,000
Like-Gate $750
Opt-in for Email Database $750
Email to 20k members $1,000
Web Display Ads, 50k ROS impressions $500
Mobile Display Ads, 50k ROS impressions $500
Investment: $5,500
#promotionslab
SAMPLE PACKAGE – TV
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
Mentions in weather forecast Included
85 :15 TV Spots $2,000
Like-Gate $750
Opt-in for Email Database $750
Email blast to 20k members $1,000
Web Display Ads, 50k ROS impressions $500
Mobile Display Ads, 50k ROS impressions $500
Investment: $5,500
Per Campaign Revenue = $5,500
Yearly Revenue (24 per year) = $132,000
#promotionslab
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
3-3 Column x 10” Promotional Print Ads $2,000
Email to 20K $1,000
100k ROS impressions (728x90 promotional ad) $500
Like-Gate $500
Opt-in for Email Database $500
Investment: $4,500
SAMPLE PACKAGE – NEWSPAPER
#promotionslab
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
3-3 Column x 10” Promotional Print Ads $2,000
Email to 20K $1,000
100k ROS impressions (728x90 promotional ad) $500
Like-Gate $500
Opt-in for Email Database $500
Investment: $4,500
SAMPLE PACKAGE – NEWSPAPER
Per Campaign Revenue = $4,500
Yearly Revenue (24 per year) = $108,000
#promotionslab
SHARED ADVERTISER PACKAGE
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
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
Investment: $1,750
#promotionslab
SHARED ADVERTISER PACKAGE
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
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
Investment: $1,750
Per Campaign Revenue = $15,000
Yearly Revenue (4 per year) = $60,000
#promotionslab
TAKEAWAYS
#promotionslab
MAKE A LOT OF MONEY 1
#promotionslab
NEW ADVERTISERS 2
#promotionslab
DRIVE RESULTS
L E A D S D AT A B A S E L I K E S
3
#promotionslab
DOWNLOAD THE KIT NOW!
#promotionslab
DOWNLOAD THE KIT NOW!
secondstreetlab.com/facebook
#promotionslab
Emily ThousandAffiliate Success ManagerSecond Street@emilythousand
Presenters
Erin GalantDigital DirectorMax Media Radio@egalant
Tony FreijeDigital Sales ManagerKTUU-TV@tonyfreije
Katie Wilson Digital Advertising DirectorQuad City Times@KatieWilson
Q&A
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