AAN Annual Meeting - Promotions & Interactive Content Explosion

OVER 3,000 MEDIA COMPANIES

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

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secondstreetlab.com

Engagement Types

Promotions Forms MessagesInteractive Content

Engagement Types

Promotions

PROMOTIONS

Sweepstakes

Sweepstakes, Photo/Video Contests, & Sports

Pick’ems

PROMOTIONS

Photo Contests


Pick’ems

PROMOTIONS

Sports Pick’ems


Pick’ems

PROMOTIONSSweepstakes, Photo/Video

Contests, & Sports Pick’ems

Deals

Engagement Types

Promotions Interactive Content

INTERACTIVE CONTENT

Personality Quiz

Quizzes, Ballots, & Community Photo Galleries

INTERACTIVE CONTENT

Trivia Quiz


INTERACTIVE CONTENT

Editorial Quiz


INTERACTIVE CONTENT

Native Quiz


INTERACTIVE CONTENT

Ballots


Engagement Types

Promotions FormsInteractive Content

FORMS

Surveys

Surveys, Subscriptions, & Registrations

Engagement Types

Promotions Forms MessagesInteractive Content

STATE JOURNAL-REGISTER

PRO FOOTBALLCONTEST

RESULTS:

$125,000

CASE STUDY

THE SIGNAL

BEST OF SANTA CLARITA VALLEY

RESULTS:

56% INCREASE IN VOTES

CASE STUDY

WXMI-TV

GROCERY GIVEAWAY

RESULTS:

6,752EMAIL OPT-INS

CASE STUDY

YOUR DATABASE IS NOT JUST A BUNCH OF EMAILS

…THEY ARE PEOPLE.

Interests ?Advertisers ?

Purchase History ?

Name ✓Email ✓

Gender ?Age ?

Address ?Postal Code ?

Income Level ?

CONSUMER PROFILES

Name ✓Email ✓

Gender ✓Age ✓

Address ?Postal Code ✓

Income Level ✓

CONSUMER PROFILESInterests Home (Remodeling)

Advertisers ?Purchase

History ?

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• Keller Williams Realty• Mission Taco• Pastaria• The Magic House

Purchase History ?

Name ✓Email ✓

Gender ✓Age ✓


Income Level ✓

CUSTOMER PROFILES

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

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


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 ✓


Income Level ✓

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


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

KNOW YOUR DATABASE

READY TO BUY A CAR

KNOW YOUR DATABASE

READY TO BUY A CAR

LOOKING TOPURCHASE JEWELRY

KNOW YOUR DATABASE

READY TO BUY A CAR


READY TOREMODEL A

HOME

KNOW YOUR DATABASE

READY TO BUY A CAR


READY TOREMODEL A

HOME

INTERESTEDIN MEXICAN

RESTAURANTS

KNOW YOUR DATABASE

USER PROFILE DATA DRIVES AD REVENUE

SALES SHEETS

EMAIL DRIVES ENGAGEMENT

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 Submission

s

THE POWER OF EMAIL

DATA DRIVES DIRECT MARKETING

The Shift To Targeted Advertising

$ in Billions

DATA DRIVES CIRCULATION

MEMBER ACQUISITION

MEMBER RETENTION

DATA DRIVES TARGETED DISPLAY

TARGETED DISPLAY

USE PROMOTIONS TO BUILD DATA FOR YOUR ADVERTISERS

CASE STUDY: AUDIOLOGY AND HEARING CENTER

Identify Locals Interested in Hearing

Aids

Grow Opt-In List

Get people to come to lunch-and-learn

ADVERTISER GOALS

SURVEY QUESTIONS

359entries

164people planning to purchase a hearing aid in the next 12 months

217new email opt-ins

95interested in events

55wanted a phone call

CASE STUDY: HIGDON FURNITURE

1,800+users took the

quiz

74%email opt-in rate for

sponsor

COMBINING THE CONCEPTS

CASE STUDY: MEXICAN VILLA

1,700entries

70%email opt-ins

VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY

1. Cross-Departmental Collaboration2. Establishes Goals & Creates a Plan3. Owns Relationships with Consumers Through Email4. Builds & Leverages Consumer Profiles5. Delivers Measurable Results to Clients6. Targets & Personalizes Content & Advertising7. Creates a Corporate Strategy

For many media companies right now, there’s a struggle in creating cross-team collaboration and a lack of a designated champion for promotions and interactive content.Julie FoleySecond StreetDirector of Affiliate Success

VISUALIZE WINNING

News

Operations

Marketing

Audience Dev.

Sales

Before, we were treating promotions just like every other thing we did. We didn’t have a strategy.

Peter NewtonChief Revenue OfficerGateHouse Media

You won’t get there unless you leverage the talent you have in every single department in your organization.

Rebecca CapparelliExecutive Director of PromotionsGateHouse Media

To date, we’ve earned over $120,000 from promotions and our success is a direct result of our digital promotions team.

James BlascoAccount ExecutiveDaytona Beach News Journal

We took a year off from focusing on promotions and instantly felt the pinch as revenue dipped. We saw the big opportunity. It was time for us to take advantage of that.


You don’t succeed accidentally. Set a goal that’s big enough to matter.

Beth MannPresident & CEOWKDZ-FM & WHVO-FM

Planning ahead is key to your success. Without a plan, it’s easy to stumble.

Kim WildenmannDigital Promotions & Contesting ManagerScripps Company

Your team follows your lead - If you don’t treat promotions and interactive content as a priority, neither will they.

Kent OglesbyNew Media Development ManagerKY3-TV

Engagement is the new currency and artful engagement is the gold standard. If you’re not working to grow your email database, you’re missing the boat.

Gordon BorrellCEOBorrell Associates

The more people you have in your promotions database, the more people you can email, and the more revenue you can make.

Tim D’AvisDirector of Digital ProductsLee Enterprises

Our light bulb moment was realizing that we need a direct line of communication with our consumers, and email was the conduit for that.

Tim D’AvisDirector of Digital ProductsLee Enterprises

You’ve got to prioritize your audience database growth. I imagine most of your teams offer bonuses based on revenue. But, how many of you have a bonus tied to database growth?

Tim MurphyVIP Digital Strategy & Enterprise PlatformsEntercom Communications

Advertisers are looking for specifics - women, aged 25-45, who prefer organic food, and have children. And your media company is going to have to rise to the occasion and figure out how to provide those results.


We need to be thinking about the audience first. Once you’ve developed an audience and earned their trust, revenue will follow.

Doug VillhardPresident & Co-FounderSecond Street

Advertisers are planning to change where they’re spending money. And the time is ripe for presenting digital ideas to your clients.

Gordon BorrellCEOBorrell Associates

You want to be your advertiser’s marketing consultant. That starts by treating the CNA as an avenue to learn about your client, without the goal of selling to them.

Sara DrokeDirector of Emerging MediaWPSD-TV

The huge success of our Scariest Bathroom contest led us to creating lead-generating contests for other home service businesses (basements, backyards, garages).

Matt NystromVIP of Digital MediaSaga Communications

The advertiser was so impressed with the results, they’re tripling their advertising spend with us for next year.

David WittinglerDigital Sales ManagerSteamboat Pilot & Today

The entire concept of targeting has evolved. It used to be enough to just target by city and by station format. That’s not enough anymore. And your advertisers deserve more.


Going all in and committing to a true Audience Engagement strategy makes all the difference.


secondstreetlab.com

AAN Annual Meeting - Promotions & Interactive Content Explosion

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Transcript of AAN Annual Meeting - Promotions & Interactive Content Explosion