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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
3#promotionslab
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!
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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100
150
200
250
300
350
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
Ass
oci
ate
s
In B
illio
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
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