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Solution Selling Promotions - Even In Crisis
Ruth PresslaffEnterprise Sales
ruth.presslaff@secondstreet.com
Welcome!
Liz HuffDirector of Affiliate Success
liz@secondstreet.com
Why Promotions?
#secondstreetlab @secondstreet
The Opportunity with Promotions
Billions
2012 2014 2016 2018 2020 2022
Local Advertising Local Promotions/Marketing
Credit: Borrell
2006 2008 2010
$299
$250
$122
$266
$226$200
$184
$115$130$134
$122$122$120$84 $87 $97 $106 $129
2x 2.5x
Promotions may also help incentivize customers who may be reluctant to patronize your business.
U.S. Small Business Administration
A Tale of Three Businesses...
Frozen and unwilling to consider ANY new
investment
Know investment is good, but paralyzed in their decision making
Sees this as opportunity to build new business.
Ready to invest!
Anything that is not trackable and ROI centric is going to get hit. The further you get away from the ability to track results, you are going to have more people pull back from [it] more quickly.
Former AOL CEOTim Armstrong
Promotions Overview
Custom Advertiser Sweepstakes
Photo Contest
Video Contest
Codeword Sweepstakes
Poll
Survey
Quiz
Ballot
Bracket
What Advertisers Want Now
In the last 15 days...
Advertisers Want...
To be promoted
Ideas
Advice
To stay relevant
Opportunity to be
on-air/in print/online
Leads
Credit: Borrell
Seeking a media company
that integrates the various
forms of advertising
without buying individual
pieces one at a time.
They WantA PACKAGE
Source: Comment from Borrell’s 2019 Local Advertiser Survey
Credit: Borrell
Used Digital & Traditional Media Together
74%
Used Traditional Methods Only
22%
Used Other Methods
1%
Used Digital Methods Only
3%
Know the industry, have the
data... Be creative and
proactive. Know the market
for our industry... Knowledge
is key.
They Want Reps To
BE PREPARED
Source: Comment from Borrell’s 2019 Local Advertiser Survey
Advertisers to Target Right Now
What to Focus on Right Now
You know your advertisers need you
Having conversations is KEY
Make sure you are giving them the right ideas and solutions, at the right time
Customize your registration form● Be sure that your custom promotions:
○ Drive the measurable outcomes they are looking for
■ Ask the right lead-gen questions
■ Include an opt-in
■ Incentivize sharing
Bundle Package ● Be sure that your custom promotions:
○ Are part of a bundled campaign with elements of
your media company needed to drive success■ Core■ Email■ Online■ Social■ Promotion
The Right Prize● Be sure that your custom promotions:
○ Have the appropriate prize to drive the right audience
Price Appropriately● Be sure that your custom
promotions:○ Priced appropriately
Case Studies
Nurses Who RockWCSX-FM | Detroit, MI
● Showcase and celebrate nurses during
this pandemic
● One participant won a $150 Family
Feast from a sponsoring local pizza
restaurant for their nominated nurse
Raise the RoofKNDE-FM | College Station, TX
● 272 entries
● 253 homeowners
● 44 wanted
consultation
Take A Walk Photo GalleryWGN-TV | Chicago, IL
● Great exposure and community
engagement for Law Firm that
sponsored the gallery
Hero of the WeekOrlando Sentinel | Orlando, FL
● Honoring those who are helping out
during crisis
● Sponsored by Window Company -
filling their pipeline for later
Big Splash Gas Card GiveawayKETK-TV | Tyler, TX
● Sponsored by Pool Company - filling
their pipeline and getting service from
people who are investing in their
homes/yards
● $1,500 per month for station
Restaurant Sponsored PromotionsErie Times-News, Zimmer Radio, West Kentucky Star, & St. Louis Magazine
#secondstreetlab @secondstreet
Coronavirus QuizHerald Mail | Hagerstown, MD
● Sponsored Hagerstown Kia and
Hagerstown Honda
● Shifted dollars from college basketball
to this quiz
● $3,000 revenue
Win a Florida Vacation & Staycation SweepsNew York Daily News & Indy’s Child
#secondstreetlab @secondstreet
Wildlife Safari Enter to WinKEZI-TV | Eugene, OR
● Wildlife Safari: Families can remain in
their vehicle and drive through park
filled with all kinds of animals
● Prize: 4 tickets to the park plus a 4
person daily encounter of your choice
Home But NOT Alone! Photo Contest Paducah Sun | Paducah, KY
● Sponsored by Portable Buildings
● People are investing in home storage
and organization right now
Don’t Forget
When talking to advertisers....
● Target the right advertisers
● Be empathetic
● Understand their immediate needs
● Communicate how you can help
● Bring solutions
Resources
lab.secondstreet.com
Second Street Lab
lab.secondstreet.com9 am - 5 pm CT, Monday through Friday
Chat NOW with Success!
The Radio Playbook
secondstreet.com/radio
Turnkey List
secondstreet.com/turnkeys
Seller’s Guide
secondstreet.com/sellers-guide
Sales One-Sheets for Top Advertisers
secondstreet.com/sales-one-sheets
Ruth PresslaffEnterprise Sales
ruth.presslaff@secondstreet.com
Thank You!
Liz HuffDirector of Affiliate Success
liz@secondstreet.com
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