Beg, Borrow, or Steal; - rab.com Borrow or Steal3.pdf · Win Cubs World Series Tickets WKJG-AM ......
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Brandeis C. Hall VP/Professional Development Radio Advertising Bureau [email protected] Beg, Borrow, or Steal; Events As New Revenue Matt Coen Co-Founder and President Second Street, Contests and Promotions [email protected] Emily Thousand Affiliate Success Second Street, Contests and Promotions [email protected]
Transcript of Beg, Borrow, or Steal; - rab.com Borrow or Steal3.pdf · Win Cubs World Series Tickets WKJG-AM ......
Brandeis C. Hall VP/Professional Development Radio Advertising Bureau [email protected]
Beg, Borrow, or Steal;
Events As New Revenue
Matt Coen Co-Founder and President Second Street, Contests and Promotions [email protected]
Emily Thousand Affiliate Success Second Street, Contests and Promotions [email protected]
Over 3,000+ Media Companies
Why Promotions &
Interactive Content?
IN B
ILLIO
NS
Second Street Platform
lab.secondstreet.com
Promotions Email Audience Insights Interactive Content + +
Second Street Lab
lab.secondstreet.com
The Seller’s Guide
secondstreet.com/sellers-guide
Second Street Summit
June 12-13
secondstreet.com/summit
8th Annual
THE CATEGORIES
Best Advertiser Quiz
Best Advertiser Sweepstakes
Best Campaign Tied to
an Event
Best Editorial Quiz
Best Local Sports Campaign
Best Metro Ballot
Best National Sports Contest
Best Advertiser Email
Best Birthday Email
Best Newsletter
Emails
Best Advertiser Program
Best Ecommerce Program
Best Small Market Program
Best Mid-Size Market Program
Best Large Market Program
Best Groupwide Strategy
Programs
Campaign of the Year
Promotions & Interactive Content Best Native Quiz
Best Niche Ballot
Best Photo Sweepstakes
Best Photo Voting
Best Sales Dept. Lead-Gen
Campaign
Best Sponsored Quiz
Best Sweepstakes
Best Video Contest
How Engagement
Campaigns Can Grow
Your Event Strategy
● Sponsored Digital Event Programs
● Best of the Best Ballot Programs
● Digital Remotes
● Digital Engagement Campaigns to Support
Events
● More Resources
What You’ll See Today
Sponsored Digital
Event Programs
VIDEO CONTEST
Best
Oh Say, Can You Sing?
Arkansas Democrat-Gazette
Little Rock, AR
The Athlete of the Mic
WHTA-FM
Atlanta, GA
Battle of the Bands
WFTV-TV
Lansing, MI
How Cool is Your
School?
WICU-TV
Erie, PA
Athlete of the Mic
WHTA-FM
Atlanta, GA
$30,000
REVENUE
$30,000
REVENUE
Ties Into
Birthday Bash
Event
$30,000
REVENUE
Ties Into
Birthday Bash
Event
20K
Attendees
$30,000
REVENUE
Ties Into
Birthday Bash
Event
20K
Attendees Features
Local
Musicians
SWEEPS Best
12 Days of Poultry
Countryside Network
Medford, WI
Home for the Holidays
Northwest Florida Daily News
Fort Walton Beach, FL
Malibu Madness
WHAM-TV
Rochester, NY
Win Cubs World Series
Tickets
WKJG-AM
Fort Wayne, IN
KSPR Survive the Storm
Giveaway
KSPR-TV
Springfield, MO
Win Cubs World
Series Tickets
WKJG-AM
Fort Wayne, IN
20K
OPT-INS
20K
OPT-INS
8,000
Entries
20K
OPT-INS
8,000
Entries
Invested
In Their
Own
Database
20K
OPT-INS
8,000
Entries
Invested
In Their
Own
Database
Survey
Questions
for Future
Sponsors
20K
OPT-INS
8,000
Entries
Invested
In Their
Own
Database
Survey
Questions
for Future
Sponsors
2,500
Leads for
Home
Remodel
20K
OPT-INS
8,000
Entries
Invested
In Their
Own
Database
284
Leads for
New HVAC
in 6mo
Survey
Questions
for Future
Sponsors
2,500
Leads for
Home
Remodel
A New Event for
Radio: Ballots
“Best of the Best”
Ballot Programs
METRO BALLOT
Best
2016 Charleston’s Choice
The Post and Courier
Charleston, SC
Memphis Most 2016
The Commercial Appeal
Memphis, TN
Best of the Best 2016
Chattanooga Times Free
Press
Chattanooga, TN
Best of Forsyth 2017
Forsyth County News
Cumming, GA
Best of Western Kentucky 2016
WKDZ-FM
Cadiz, KY
Best of Western
Washington
KING-TV
Seattle, WA
Best of Western
Kentucky 2016
WKDZ-FM Cadiz, KY
9 Categories
● Agriculture
● Family & Pets
● Food & Dining
● Health, Beauty, &
Wellness
● House & Home
● Professional &
Financial Services
● Recreation,
Events, &
Entertainment
● Retail
● Transportation
Category
Sponsorships
Sub-Category
Sponsorships
Enhanced
Listings
36,000+
Votes
36,000+
Votes
2,700
Users
36,000+
Votes
2,700
Users
Promoted
on-air
36,000+
Votes
Leveraged
Multiple
Sponsorship
Options
2,700
Users
Promoted
on-air
Niche Ballot Ideas
Battle of the Bands
Best Mascot
Tied into
Major Prep
Sports
Event
Best Song
Best of Iowa State Basketball
$11K
Revenue
Best of Music
Best of Bridal
Athlete of the Week
Best of Local Venues
NICHE BALLOT
Best
Rockford Employers
that Rock 2016
Rockford Register Star
Rockford, IL
The Best
Northwest Escapes
KING-TV
Seattle, WA
Bayborhood Awards
KBLX-FM
San Francisco, CA
Best of Saskatoon
Food & Drink 2016
Planet S Magazine
Saskatoon, Saskatchewan
2016 City Paper Music
Awards
Charleston City Paper
Charleston, SC
Bayborhood
Awards
KBLX-FM
San Francisco, CA
$120,000
REVENUE
$120,000
REVENUE
6
Niche
Ballots
$120,000
REVENUE
6
Niche
Ballots
Including
Teachers,
Christmas
Lights, &
Cupcakes
$120,000
REVENUE 700+
Opt-Ins
6
Niche
Ballots
Including
Teachers,
Christmas
Lights, &
Cupcakes
Make Your Ballot a
Major Event
Forsyth
County
News $20K
Event Premier
Sponsorship
500+
Attendees
Post &
Courier
$250,000
In Revenue
FIRST
year of
Ballot
A New Revenue Stream:
Advertiser Promotions
Digital Remotes
★ Engagement with Target
Audience
★ Identify Hot Leads
★ Grow Email Database
★ Grow Social Followers
★ Collect Data
What Advertisers Want
Measurable
results!
+
+
=
=
Radio
Online
Promotion
What Advertisers Want
The Digital Remote
The Challenge
● Identify Locals Interested in
Hearing Aids
● Increase Facebook Followers
● Grow Opt-In List
● Identify Potential Clients for an
Upcoming Event at the Hearing Aid
Facility
The Solution
The Survey Questions
359
Entries
359
Entries
164 leads looking to purchase
in the next year
359
Entries
164 leads looking to purchase
in the next year
217 New email
Opt-Ins
359
Entries
164 leads looking to purchase
in the next year
217 New email
Opt-Ins 55
Wanted a
Phone Call
359
Entries
164 leads looking to purchase
in the next year
217 New email
Opt-Ins
95 Interested
In events
55 Wanted a
Phone Call
The Digital Remote
Suncadia Getaway Sweepstakes
On air campaign including:
•20x :30 spots M-F 6a-6p
Digital Campaign including:
•10,000 728×90 ROS impressions
Email Campaign including logo:
•Invitation email to promotional database of 30,000
•Thank you email to all entrants with coupon or offer
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Lead-gen survey questions on the registration page
Social Campaign including Facebook ads
Investment: $5,000
The Package
Lead Gen For Clients
Advertiser Results
$5,000
REVENUE
$5,000
REVENUE
972 leads looking to buy a
home
$5,000
REVENUE
972 leads looking to buy a
home
61% had
never
visited
$5,000
REVENUE
972 leads looking to buy a
home
4,755 want more info on
real estate
61% had
never
visited
Engagement
Campaigns are the
NEW Digital Remote
Promotions &
Interactive Content
Generate Leads
ADVERTISER
SWEEPS
Best
Hy-Vee Great
Grocery Dash On behalf of Hy-Vee Grocery
State Journal-Register
Springfield, IL
Glenwood Subaru
Car Wash Giveaway On behalf of Glenwood Subaru Car
Wash
Glenwood Springs Post
Independent
Glenwood Springs, CO
Easy to Seaside
Giveaway On behalf of Oregon Seaside
VIsitors’ Bureau
Entercom Portland
Portland, OR
Win a Year’s Worth
of Meat! On behalf of Butcher Block
Meat Market
KTUU-TV
Anchorage, AK
Steamboat Movement
Fest On behalf of Yoga Festival
Steamboat Pilot
Steamboat Springs, CO
Steamboat
Movement Fest
Steamboat Pilot
& Today
Steamboat
Springs, CO
$1,500
REVENUE
$1,500
REVENUE
355
Entries
$1,500
REVENUE
355
Entries
100+
Opt-Ins
$1,500
REVENUE
355
Entries
100+
Opt-Ins
Coupon
Link in
Thank-You
$1,500
REVENUE
355
Entries
$20K in
Ticket
Sales for
Client
100+
Opt-Ins
Coupon
Link in
Thank-You
NATIVE QUIZ
Best
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Financial
Advisors
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Financial
Advisors
10
Qualified
Leads
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
Financial
Advisors Hospital
10
Qualified
Leads
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
Financial
Advisors Hospital
10
Qualified
Leads
182
Opt-Ins
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Financial
Advisors Hospital
Eye
Doctor
10
Qualified
Leads
182
Opt-Ins
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Financial
Advisors Hospital
Eye
Doctor
10
Qualified
Leads
182
Opt-Ins
72
Qualified
Leads
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Financial
Advisors Hospital
Eye
Doctor
Auto
Parts
10
Qualified
Leads
182
Opt-Ins
72
Qualified
Leads
Are You Ready for
Retirement? Presented by Edward Jones
Financial Advisors
WTRC-FM
Niles, MI
Breast Cancer
Awareness Quiz
Bundle Presented by Cancer
Treatment Center
The Florida Times-
Union
Jacksonville, FL
What is Your Eye-Q? Presented by Parker Eye
Care
WKDZ-FM
Cadiz, KY
Can You Identify the
Car Parts? Presented by Dick’s Auto
Parts
WSBT-TV
South Bend, IN
Financial
Advisors Hospital
Eye
Doctor
Auto
Parts
10
Qualified
Leads
182
Opt-Ins
72
Qualified
Leads
160
Opt-Ins
CAMPAIGN FOR EVENTS
Best
VIP Sweepstakes to
Meet Peyton List
Times Herald-
Record
Middletown, NY
Bride-to-be Cake Dive
Photo Contest
St. Louis Post-Dispatch
St. Louis, MO
Home & Outdoor Living Show
Backyard Makeover Contest
Citrus County Chronicle
Crystal River, FL
Which B100 Birthday
Party Artist Are You?
WBYT-FM
Mishawaka, IN
Kids
Expo
VIP Sweepstakes to
Meet Peyton List
Times Herald-
Record
Middletown, NY
Bride-to-be Cake Dive
Photo Contest
St. Louis Post-Dispatch
St. Louis, MO
Home & Outdoor Living Show
Backyard Makeover Contest
Citrus County Chronicle
Crystal River, FL
Which B100 Birthday
Party Artist Are You?
WBYT-FM
Mishawaka, IN
Kids
Expo
Home
Show
VIP Sweepstakes to
Meet Peyton List
Times Herald-
Record
Middletown, NY
Bride-to-be Cake Dive
Photo Contest
St. Louis Post-Dispatch
St. Louis, MO
Home & Outdoor Living Show
Backyard Makeover Contest
Citrus County Chronicle
Crystal River, FL
Which B100 Birthday
Party Artist Are You?
WBYT-FM
Mishawaka, IN
Kids
Expo
Home
Show
Summer
Concert
VIP Sweepstakes to
Meet Peyton List
Times Herald-
Record
Middletown, NY
Bride-to-be Cake Dive
Photo Contest
St. Louis Post-Dispatch
St. Louis, MO
Home & Outdoor Living Show
Backyard Makeover Contest
Citrus County Chronicle
Crystal River, FL
Which B100 Birthday
Party Artist Are You?
WBYT-FM
Mishawaka, IN
Kids
Expo
Home
Show
Summer
Concert
Bridal
Show
VIP Sweepstakes to
Meet Peyton List
Times Herald-
Record
Middletown, NY
Bride-to-be Cake Dive
Photo Contest
St. Louis Post-Dispatch
St. Louis, MO
Home & Outdoor Living Show
Backyard Makeover Contest
Citrus County Chronicle
Crystal River, FL
Which B100 Birthday
Party Artist Are You?
WBYT-FM
Mishawaka, IN
Which B100
Birthday Party
Artist Are You?
WBYT-FM
Mishawaka, IN
$8,500
REVENUE
$8,500
REVENUE
Event
Attendance
is 40K+
$8,500
REVENUE
Event
Attendance
is 40K+
9-Week
Marketing
Campaign
$8,500
REVENUE
Event
Attendance
is 40K+
Promoted
On-air
9-Week
Marketing
Campaign
$8,500
REVENUE
Event
Attendance
is 40K+
Promoted
On-air
9-Week
Marketing
Campaign
Combined
w/ 60+
Remotes
Email is crucial to
your event strategy.
ADVERTISER
Best
Save 30% on PowerICE
Steamboat Pilot
Steamboat, CO
$20 Summer Concerts!
KNRK-FM
Portland, OR
Complete Diet
Giveaway
WMYX-FM & WXSS-FM
Milwaukee, WI
KNRK-FM
Portland, OR
$120K in
Ticket Sales
for Client
$120K in
Ticket Sales
for Client
4,800
Tickets
Sold
$120K in
Ticket Sales
for Client
4,800
Tickets
Sold
20%
Conversion
Rate
Email is the #1 driver
of digital conversions.
The Power of Email
But your database is
much more than just a
bunch of emails.
Consumer Profiles
Interests ?
Advertiser
s ?
Purchase
History ?
Name ✓
Email ✓
Gender ?
Age ?
Address ?
Postal
Code ?
Income
Level ?
Consumer Profiles
Name ✓
Email ✓
Gender ✓
Age ✓
Address ?
Postal
Code ✓
Income
Level ✓
Interests Home (Remodeling)
Advertiser
s ?
Purchase
History ?
Consumer Profiles
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 ✓
Address ?
Postal
Code ✓
Income
Level ✓
Consumer Profiles
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 ?
Name ✓
Email ✓
Gender ✓
Age ✓
Address ?
Postal
Code ✓
Income
Level ✓
Consumer Profiles
Name ✓
Email ✓
Gender ✓
Age ✓
Address ?
Postal
Code ✓
Income
Level ✓
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
Segment Your Database
Segment Your Database
READY TO
BUY A CAR
LOOKING TO
PURCHASE
JEWELRY
READY TO
REMODEL A
HOME
INTERESTED
IN MEXICAN
RESTAURANTS
Takeaways
Digital Promotions and
Interactive Content are
Sponsored Digital
Event Opportunties
Ballots Such As “Best
of the Best” Are a
Lucrative New
Opportunity
Digital Promotions and
Interactive Content
Can Be the New
“Digital Remotes”
You Can Add Value to
Existing Events with
Digital Promotions,
Interactive Content
A Strong Email
Database is Critical
For Events and
Everything You Do
Resources to Help YOU Succeed
Second Street Lab
lab.secondstreet.com
The Seller’s Guide
secondstreet.com/sellers-guide
Second Street Summit
June 12-13
secondstreet.com/summit
Thank you for attending!
RAB Member Response [email protected]
800-232-3131
Brandeis C. Hall VP, Professional Development Radio Advertising Bureau [email protected]
Matt Coen Co-Founder and President Second Street, Contests and Promotions [email protected]
Emily Thousand Affiliate Success Second Street, Contests and Promotions [email protected]
