How to Sell Football Promotions

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Julie FoleyDirector of Affiliate SuccessSecond Street@julie_foley

PRESENTERS

Emily ThousandAffiliate Success ManagerSecond Street@emilythousand

Matt ChaneyDirector of Affiliate Success Second Street@mattchaney

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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

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WHO WE ARE

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HOW WE HELP YOUYOU

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WEBINAR AGENDA

• Football Promotion Opportunities

• Case Studies

• Q&A

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WHY FOOTBALL?

FANATIC!

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Have you run a Football promotion in your market?a. Yes! I run a football promotion every year.b. I’ve never run a football promotion, I

need ideas!

POLL

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FOOTBALL OPPORTUNITIES

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PLAY ANYWHERE

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PRO FOOTBALL PICKEM

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PRO FOOTBALL

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PRO FOOTBALL PRIZES

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CASE STUDY

Pro Football Pick’em ChallengeWEEI-FM | Boston, MA

This season, had the largest participation rate in a WEEI.com Pro Football Pick’em Challenge ever! ”

- Carlson Mozdiez, Director of Digital Operations, Entercom Boston

$50,000 in Revenue

604,728 page views 5,583 Users

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ONLINE ACTIVATION

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ONLINE ACTIVATION

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SOCIAL MEDIA SUPPORT

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MOBILE ACTIVATION

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E-NEWSLETTER INCLUSION

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ADDITIONAL MEDIA SUPPORT

WEEI.com Contest Page WEEI.com Homepage Flipper

Streaming Companion Banner

Text Flash Reminders

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THE MARTY CARRY MODEL

5 steps to success!

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THE MARTY CARRY MODEL

1. Integrate your promotion.

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THE MARTY CARRY MODEL

2. Secure Multiple Sponsors.

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THE MARTY CARRY MODEL

3. Give Your Sponsors VIP Treatment.

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THE MARTY CARRY MODEL

4. Promote Your Contest Heavily.

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THE MARTY CARRY MODEL

5. Keep it Fun.

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BIG GAME CHALLENGE

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BIG GAME CHALLENGE

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CASE STUDY

Roger & JP’s Big Game ChallengeWBAB | Long Island, New York

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BIG GAME CHALLENGE PRIZE

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COLLEGE FOOTBALL PICKOFF

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TOP 15 COLLEGE PICKOFF

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CASE STUDY

Sack SchultzThe Atlanta Journal-Constitution | Atlanta, Georgia

The AJC has been running this contest for three years and it’s a huge audience driver and revenue generator!”

3rd year running

6,238 Users

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TOP 15 COLLEGE PICKOFF PRIZE

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COLLEGE BOWL GAME CHALLENGE

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COLLEGE BOWL GAME CHALLENGE

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CASE STUDY

College Bowl Pick’emKKFN-FM | Denver, Colorado

The Fan has been running UPICKEM sports contests for 12 years!”

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Huge sports contest buy

1,053 Opt-ins

1,468 Users

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COLLEGE BOWL GAME CHALLENGE PRIZE

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CUSTOM CONTESTS

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CUSTOM CONTEST IDEAS

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SWEEPSTAKES

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SCHOOL SPIRIT

Show Your School Spirit ContestGreeley Tribune | Greeley, Colorado

The contest helped the sponsor to become more involved with the community and to help a school, which is exactly what they wanted.” - Cristin Peratt, Advertising & Marketing Consultant

$14,000 in Revenue

2,176 Opt-ins 6,119 Votes

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BIGGEST FAN

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VOTER’S CHOICE

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VOTER’S CHOICE IDEAS

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HIGH SCHOOL FOOTBALL

High School Player of the WeekWQSB-FM | Albertville, Alabama

$1,330 in Revenue

DMA 80 3,544 Users

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COLLEGE FOOTBALL BALLOT

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DEAL STORES

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1. Expand deal offerings 2. Run multiple deals

from same advertiser3. Target niche audience4. Diversify your deal

program marketing5. Grow list & increase

revenue!

WHY DEAL STORES?

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Month Category/Season/HolidayJanuary New Years Resolutions

February Valentine’s Day

March Spring BreakApril GolfMay Mother’s Day

June Father’s Day

July Summer Fun

August Football

September Fall/Labor Day

October Halloween

November Cyber Monday Week

December Holidays/NYE

DEAL STORES: A YEAR-LONG STRATEGY

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STORE OPPORTUNITIES

Sales Promo!

Sales Promo!

Sales Promo!

Sales Promo!

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UNIVERSITY DEALS STORE

• The Miami Herald• Three Stores

– Spring 2012– Fall 2012– Spring 2013

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GOAL: REACH A NEW AUDIENCE

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THE #1 SELLING POINT…

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PROMOTE! PROMOTE! PROMOTE!

Email

Flyers

Spadea

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HIGH QUALITY DEALS

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ADVERTISERS TO TARGET

CategoriesBars and Restaurants

Tailgating Accessories

Retail: Food

Catering for Parties

Sports Bars

College Memorabilia

Sandwich Shops

Pizza Places

Local Events

Local Concerts

Events: Sports

Recreation/Adventure

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KEY COMPONENT - GIVEAWAYS

Fall 2012 – iPhone Giveaway

Spring 2013 – Gift Card Giveaways

Store + Contest = 2x Daily Opt-ins Avg.

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RESULTS

Spring 2012 Fall 2012 Spring 2013

$38,835

$51,534 $53,825

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TOP TRAITS OF TOP DEAL STORES

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FOOTBALL PROMOTIONBEST PRACTICES

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3 STEPS TO SUCCESS

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FOCUS ON REVENUE!

• Auto Dealers• Award/Trophy Stores• Banks/Financial Services Providers• Big Box Retailers• Bike Shops/Cycling Stores• Car Audio/Window Tinting Stores• Doctors/Dentists• Golf Course/Pro Shop• Gyms/Fitness Centers• Hardware Stores• Home Audio Stores• Insurance Providers

• Local Pubs/Bars• Local Utililties• Mechanics• Men’s Retail• Movie Theaters• Outdoor Retailers• Pawn Shops• Plumbers• Restaurant Chains• Sports Retailers• Sports/Rec Centers

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INTEGRATED CAMPAIGN

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LEVERAGE YOUR VIPS

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PROMOTE

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KNOW THE IMPACT OF EMAIL

Invitation email

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KNOW THE IMPACT OF EMAIL

Day 1 Day 2 Email Sent Day 4 Day 5 Day 6 Day 70

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250

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400

450

500

Submissions by Day

Represents 22% of

Submissions

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MAKE IT MOBILE-FRIENDLY

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Other28%

New cus-

tomers, leads72%

SMB Primary Goal in Using Social Media

Source: Manta

Hello, Faceboo

k contest!

UNDERSTAND THE FACEBOOK OPPORTUNITY

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BONUS MATERIALS

secondstreetlab.com/football

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WHY ONLINE PROMOTIONS?

Sourc

e:

Borr

ell

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ate

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In B

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ns

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UPCOMING WEBINAR

Thursday, June 27th @ 2 pm EST

Sign up: secondstreetlab.com

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Julie FoleyDirector of Affiliate SuccessSecond Street@julie_foley

QUESTIONS

Emily ThousandAffiliate Success ManagerSecond Street@emilythousand

Matt ChaneyDirector of Affiliate Success Second Street@mattchaney