How to Plan your 2015 Promotions Calendar for Success
110
#PromotionsLa b
-
Upload
second-street -
Category
Internet
-
view
81 -
download
0
Transcript of How to Plan your 2015 Promotions Calendar for Success
#PromotionsLab
#PromotionsLab
Matt Chaney@mattchaney
Liz Crider@emcrider
Presenters
#PromotionsLab
Questions
Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
#PromotionsLabFollow @secondstreetlab on
Twitter!
#PromotionsLab
Want To Win An Exclusive Prize?
#PromotionsLab
#PromotionsLab
Second Street Platform
PROMOTIONS SUITE DATA SUITE
#PromotionsLab
WHY PLANNING MATTERS
#PromotionsLab
“If you don't know where
you are going,you'll end up someplace
else.”
-Yogi Berra
#PromotionsLab
Goals Are the Roadmap to Success
#PromotionsLab
Be Focused on the RIGHT Things
#PromotionsLab
Sell Efficiently
#PromotionsLab
Drive Significant Revenue
#PromotionsLab
Build a High-Quality Database
#PromotionsLab
“Plan your work. Work your plan.”-Beth MannWKDZ-FM & WHVO-FM
#PromotionsLab
“It’s got to bebig enough to matter.”
-Beth MannWKDZ-FM & WHVO-FM
#PromotionsLab
FOURSTEPS TO PLANNING
#PromotionsLab
Step 1: Establish Your Goals
#PromotionsLab
Step 2: Create a Promotions Team
#PromotionsLab
Q1 Q2
Step 3: Build a Calendar
#PromotionsLab
Step 4: Track Your Results
#PromotionsLab
EMAIL DATABASE GOAL
#PromotionsLab
Email Goal Calendar
#PromotionsLab
Email Goal CalendarStart with
Goal &Timeline
#PromotionsLab
Email Goal Calendar
Enter Your
Promotions
Plan Here
#PromotionsLab
Email Goal Calendar
Project & Track EachPromotion’s Results
#PromotionsLab
Email Goal CalendarRolls Up
AllProjections & Actual
Results
#PromotionsLab
Defining Your Email Database
Goal
#PromotionsLab
Create or Grow Promotions Database
#PromotionsLab
Make Database Its Own Goal
#PromotionsLab
Focus on Sweepstakes to Build List
=
#PromotionsLab
Ensure Its a High-Quality Database
First party data Truly opted in email addresses No purchased lists
#PromotionsLab
Why a Database Goal
is Important
#PromotionsLab
Bigger Database = Bigger Reach
#PromotionsLab
Bigger Database = More Valuable Promotions
#PromotionsLab
Bigger Database = More Segmentation Options
#PromotionsLab
Impact of Email
#PromotionsLab
Establishing & Executing
Your Database Goal
#PromotionsLab
Establishing Your Goal
How many people are in your market?Do you know how big your email database is?Are you reaching 80% of the local market?
#PromotionsLab
Set One-Year Growth Goal & Track
Clear GoalSpecific Timeline
Track Results
#PromotionsLab
Decide on Your Growth Trajectory
5% 10%
#PromotionsLab
Get Entire Organization Involved
#PromotionsLab
Capture Wherever Possible
#PromotionsLab
Ways to Maximize Database
Growth
#PromotionsLab
Give Away Prizes w/ Broad Appeal
#PromotionsLab
Have Prize Value Min. of $250
$250
#PromotionsLab
Leverage All of Your Assets
#PromotionsLab
Turn On Social Sharing Features
#PromotionsLab
Keep Form Short & Sweet
Email Name Zip Age Gender
#PromotionsLab
Planning CalendarWalk-thru
#PromotionsLab
Email Goal Calendar
Two Promotions
Surpassed Our Monthly
Goal
#PromotionsLab
SPONSOREDREVENUE GOAL
#PromotionsLab
Sponsored Revenue Goal Calendar
#PromotionsLab
Sponsored Revenue Goal CalendarStart withAnnual Goal
#PromotionsLab
Sponsored Revenue Goal Calendar
Enter Your
Promotions
Plan Here
#PromotionsLab
Sponsored Revenue Goal Calendar
Project & Track EachPromotion’s Results
#PromotionsLab
Defining Your Sponsored Revenue
Goal
#PromotionsLab
Think of It Like an Event
#PromotionsLab
Runs on Your Site
#PromotionsLab
Sponsorship = All Promotion Types
Submission BallotsSweepstake
sQuizzes
#PromotionsLab
Why a Sponsored Revenue
Goal is Important
#PromotionsLab
Drives Significant, Ongoing Revenue
$
#PromotionsLab
Aligns w/ Existing Initiatives
&
#PromotionsLab
Also Grows Your Database
#PromotionsLab
Captures Data & Insights
#PromotionsLab
Establishing & Executing
Sponsored RevenueGoal
#PromotionsLab
Decide Your Revenue Goal
$25,000
Per Quarter
$50,000
Per Quarter
#PromotionsLab
Seasonal and Holiday Events
Seasons Holidays
#PromotionsLab
Internal Initiatives
SpecialSection/Issue
MarketingEvent Programming
#PromotionsLab
Business Categories to Grow
Activities & Recreation
Restaurants Healthcare
#PromotionsLab
Target Specific Advertisers to Grow
#PromotionsLab
Top IdeasTo
p Ideas
#PromotionsLab
Sample Promotion PricingPromotion Type Medium Market
Sweepstakes $2,500
Submissions Title - $4,000Supporting - $1,200
Pick ‘Ems Title - $15,000Supporting - $2,500
Ballots Title - $20,000Supporting - $5,000
Quizzes $2,500
#PromotionsLab
Planning CalendarWalk-thru
#PromotionsLab
Sponsored Revenue Goal Calendar
#PromotionsLab
Sponsored Revenue Goal Calendar
Four Promotions
Surpassed Our Monthly
Goal
Also Generated
New Opt-ins
#PromotionsLab
ADVERTISERREVENUE GOAL
#PromotionsLab
Calendar Walk-Thru
#PromotionsLab
Calendar Walk-Thru
AdvertiserInstead of
Theme
#PromotionsLab
Defining Your Advertiser Revenue
Goal
#PromotionsLab
Put Your Advertiser in the Spotlight
#PromotionsLab
Runs on Advertiser’s Site or Page
#PromotionsLab
Custom Advertiser Promotions = Sweepstakes & Quizzes
Sweepstakes
Quizzes
#PromotionsLab
Why a Advertiser RevenueGoal is Important
#PromotionsLab
Additional Revenue Stream
#PromotionsLab
New Solutions for Advertisers
#PromotionsLab
Establishes You as the Expert
#PromotionsLab
Supports Your Agency Strategy
#PromotionsLab
Establishing & Executing
Advertiser RevenueGoal
#PromotionsLab
Decide Your Revenue Goal
$15,000
Per Quarter
$30,000
Per Quarter
#PromotionsLab
Establish Pricing
#PromotionsLab
Determine How Many Needed to Reach Goal
Quarterly Goal
Price Per Promotion
Number Needed Per Month
$15,000 $2,500 2x
$30,000 $2,500 3x
#PromotionsLab
Planning CalendarWalk-thru
#PromotionsLab
Calendar Walk-Thru
#PromotionsLab
RESOURCES
#PromotionsLabVisit Promotions University Booth
#PromotionsLab
• Contest Planning
• Ecommerce Planning
• Ballot PlanningPlanning
#PromotionsLab
• Contest Sales• Ecommerce Sales• Ballot Sales• NEW!
Advertiser ContestsSelling
#PromotionsLab
• Sweepstakes Admin• National Sports Admin• Ecommerce Admin• Submission Admin• Ballot Admin
Executing
#PromotionsLabsecondstreetlab.com
#PromotionsLab
August 27th at 1PM ET
secondstreetlab.com/webinars
#PromotionsLab
September 22 & 24 @ 1 ET
secondstreetlab.com/webinars
#PromotionsLab
Playbook: secondstreetlab.com/football
#PromotionsLab
Summit Report: secondstreetlab.com/report
#PromotionsLab
TAKEAWAYS
#PromotionsLab
Identify YourTop
Priorities
#PromotionsLab
Create a Promotions Team
#PromotionsLab
Create Time-Bound & Measurable
Goals
#PromotionsLab
Track Results &Adjust as Needed
#PromotionsLab
Matt Chaney@mattchaney
Liz Crider@emcrider
QUESTIONS?
