#PromotionsSummit

#PromotionsSummit

Julie FoleyDirector of Affiliate Successjulie@secondstreet.com@julie_foley

Matt CoenPresident & Co-Foundermatt@secondstreet.com@mcoen

Beth MannPresident, WKDZ/WHVOCadiz, KY | DMA 79@radioedge

#PromotionsSummit

Questions?ask in the GoToWebinar panel

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Follow @secondstreetlab on Twitter!

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Want to win an exclusive prize?

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Summit Overview

Top Takeaways

Game Plan

In the webinar…

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2015 Promotions Summit Attendees

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Promotions move to center stage for media.

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Promotions Are Increasing

$ in Billions

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2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018$0

$10$20$30$40$50$60$70$80$90

IN B

ILL

ION

S

source: Borrell Associates

Why Online Promotions?

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“We can ask for big dollars because we canshow its value.”-Karie ThorntonWPSD-TV

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164 qualified leads and 8 consultations booked

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ADD QUIZ

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32,691 opt-ins for promotions email list

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Invest in promotions. Understand their place not only in your promotions revenue forecast, but in all your digital initiatives.

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The rise of data is creating a big shift towards targeted advertising.

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The Shift To Targeted Advertising

$ in Billions

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“Everything is becoming targeted. It’s a huge wave and everything flows into it.”

-Corey ElliotBorrell Associates

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“Data is becoming critical for success with targeted advertising.”

-Kent OglesbyKY3-TV

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“I don’t want big data, I actually want small data.”

-Lutz FingerLinkedIn

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Start building consumer data profiles for your media company.

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Promotions are your best source of first-party data.

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“Gathering first-party data is absolutely priority #1.”

-Tim MurphyEntercom Communications

“We’ve been talking for years about the rich data that we’re collecting through promotions. The future is now!”

-Doug VillhardSecond Street

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“Gathering first-party data is absolutely priority #1.”

-Tim MurphyEntercom Communications

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“Our biggest pocket of data comes from promotions.” -Kent OglesbyKY3-TV

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Interests ?

Advertisers ?

Purchase History ?

Name ?

Email ?

Gender ?

Age ?

Address ?

Postal Code ?

Income Level ?

CONSUMER PROFILES

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Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓

CONSUMER PROFILESInterests Home (Remodeling)

Advertisers ?

Purchase History ?

HOME IMPROVEMENT SWEEPSTAKES

#PromotionsSummit

Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine

Advertisers • Aveda Salon & Spa• Bridge Tap House & Wine Bar• Cardinal Glennon Children’s Medical

Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History ?

Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓

CUSTOMER PROFILES

METRO BALLOT

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CONSUMER PROFILESInterests Beauty, Education, Healthcare, Home (Buying,

Remodeling), Kids, Restaurants (Italian & Mexican), Wine

Advertisers • Aveda Salon & Spa• Bridge Tap House & Wine Bar• Cardinal Glennon Children’s Medical

Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History ?

Name ✓

Email ✓

Gender ✓

Age ✓

Address ?

Postal Code ✓

Income Level ✓“What Kind of Car Should You Drive?” Quiz

#PromotionsSummit

Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine

Advertisers • Aveda Salon & Spa• Bridge Tap House & Wine Bar• Cardinal Glennon Children’s Medical

Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History

Beauty, Local Events, Italian Restaurants

Name ✓

Email ✓

Gender ✓

Age ✓

Address ✓

Postal Code ✓

Income Level ✓

CONSUMER PROFILES

ECOMMERCE OFFERS

#PromotionsSummit

Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine

Advertisers • Aveda Salon & Spa• Bridge Tap House & Wine Bar• Cardinal Glennon Children’s Medical

Center• Concordia Elementary School• Dick’s Sporting Goods• Keller Williams Realty• McMahon Ford• Mission Taco• Pastaria• Planet Fitness• The Magic House

Purchase History

Beauty, Local Events, Italian Restaurants

Name ✓

Email ✓

Gender ✓

Age ✓

Address ✓

Postal Code ✓

Income Level ✓

CONSUMER PROFILES

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“In terms of promotions data, you don’t have to wait until you have a full database – use what you have now.”

-Kathy LehmenMcClatchy Interactive

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“I used to think that having a lot of data would solve a business problem. It didn’t.”

-Lutz FingerLinkedIn

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“Ask the rightquestions.”-Lutz FingerLinkedIn

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“The data game is not over. It has just begun.”

-Lutz FingerLinkedIn

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Understand the first-party data you have from promotions today. Then use

promotions to strategically build out your consumer profiles.

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Your email database is critical to your digital reach in your community.

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“Email is the #1 driver of digital conversions.”

-Emily ThousandSecond Street

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Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 70

50

100

150

200

250

300

350

400

Submissions by Day

70% of Submissions

The Power of Email

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“Email is your bread and butter. It’s something you own. I love those opt-ins.”

-Kim ReisEntercom Communications

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300,000 new email subscribers

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“Do you have 80% of your market’s email addresses?”

-Matt CoenSecond Street

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Set a three-year goal to capture 80% of the emails in your market.

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Media is using morepromotions types than ever.

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“Quizzes allow us to engage with our audience in a unique way.”

-Chris JuzwickMadison.com

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“When people get to vote on what they think is best, they are super engaged.”

-Heather PriceJournal Media Group

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“Ecommerce is an ongoing program which continues to drive substantial revenue.”

-Kathy LehmenMcClatchy Interactive

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“Sponsored contests are the foundation of our promotions strategy.”-Joe BarbatoRecord-Journal

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“We have positioned ourselves as digital consultants.”

-Danielle OutlawNeuhoff Communications

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“Social contests allow us to drive engagement.”

-Tim HallRadio One

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Run quizzes, ballots, surveys, hashtag photo sweeps, and more to help you reach

your goals.

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Set a goal big enough to matter.

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“It’s got to bebig enough to matter.”

-Beth MannWKDZ-FM & WHVO-FM

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$250Kin Digital Revenue

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Think big. Create ambitious goals around revenue, reach, and targeted data

collection with promotions.

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Promotions success starts with the right people, planning, and training.

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“You can make the best effort the sooner you prepare.”

-Kim WildenmannScripps Company

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“ I LEFT THE PROMOTIONS SUMMIT KNOWING WE NEEDED SOMEONE TO FOCUS ON PROMOTIONS TO ENSURE WE’RE DRIVING ALL THE REVENUE POSSIBLE.”

SHAWN PALMER, VP & CHIEF REVENUE OFFICERTHE RECORD-JOURNAL

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“I am the first Promotions Manager at the Record-Journal.”

-Joe BarbatoRecord-Journal

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“Make digital training a top priority.”

-Kelly GearySwift Digital

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“Plan your work. Work your plan.”-Beth MannWKDZ-FM & WHVO-FM

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$250Kin Digital Revenue

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$127Kso far in 2015

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Leverage Second Street’s resources, including University, Lab, Calendar Template, Promotions Manager Job

Description, to get started.secondstreetlab.com/summit

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Sponsored Contests

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Advertiser Contests

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Email Reach Database

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Consumer Data Profiles

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secondstreetlab.com/report

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secondstreetlab.com/report