Radio Advertising Bureau Webinar Online...
Transcript of Radio Advertising Bureau Webinar Online...
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 1
www.RAB.com
Radio Advertising Bureau Webinar
Online Promotions What They Are & How You Can Capitalize on this Opportunity
John PotterSVP/Professional DevelopmentRadio Advertising [email protected]
Matt CoenPresident and Co-FounderSecond Street [email protected]
What We’ll Cover
• Promotions moving to online
(Projected $72 billion by 2016)
• How to easily create campaigns
• How to create revenue boosts
• How to sustain revenue streams
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 2
Second Street Lab Radio Advertising Bureau 2012
Who We Are
Second Street Lab Radio Advertising Bureau 2012
Our Partners
2,400 media companies
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 3
Second Street Lab Radio Advertising Bureau 2012
Why Online Promotions?
Source: Borrell Associates
In B
illio
ns
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
WHY BROADCAST?
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 4
Second Street Lab Radio Advertising Bureau 2012
Why Broadcast?
Radio & TVRadio & TVWe’re LocalWe’re Local
Ongoing Ad Options
Ongoing Ad Options
Trusted Info Source
Trusted Info Source
Affluent & Valuable Audience
Affluent & Valuable Audience
Key Client RelationshipsKey Client
Relationships
Multiple Media
Promotions
Multiple Media
Promotions
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
SPONSORED CONTESTSADVERTISER FACEBOOK CONTESTSDEALS
What is an Online Promotion?
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 5
Second Street Lab Radio Advertising Bureau 2012
Fitness
Time of the Year:• Year Round
30
Contest Examples:New Year, New You• Arkansas Democrat-GazetteBiggest Loser• KVOA-TV Narrow it Down for Lighten Up Lenoir• New Bern Sun Journal Smart-Healthy Challenge Giveaway!• York Daily Record The Subway® Biggest Weight Loss Challenge• WPXI-TV
Sponsor Ideas:• Gyms• Diet programs• Salons• Plastic surgeons• Personal trainers• Wellness centers• Doctors offices
Second Street Lab Radio Advertising Bureau 2012
RecipesTime of the Year:• May- Cinco de Mayo• June/July- Picnic Recipes
29
Contest Examples:NAIA Cookie Challenge 2012• Sioux City Journal Holiday Guide Recipe Contest• WEVV-TV King Scoopers 4th Annual Recipe Contest• The Colorado Springs GazetteReason for the Season Recipe Contest• The Advocate 12 Days of Cookies Contest • Omaha World-Herald Kids Can Cook Too Contest• Tribune Chronicle
Sponsor Ideas:• Grocery Stores• Specialty Food Stores• Bakeries• Food Companies• Farmer’s Markets• Restaurants
• November/December-Holiday Recipes
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 6
Second Street Lab Radio Advertising Bureau 2012
EssayTime of the Year:• The Holidays• Disease Awareness Months
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Contest Examples:Toro Winter Essay Contest• WFRV-TVFlorida Dental Something To Smile About• WFTV-TV My Favorite Loretta Lynn Song• Aiken Standard The Closer to My Dreams Sweet Sixteen Send Off• WKYS-FMWhat Christmas Means to Me• Leader-Telegram Show Me Your Heart Poetry Contest • Nextstar Broadcasting
Sponsor Ideas:• Grocery Stores• Travel Agencies• Healthcare Centers• Clothing Stores• Super Market• Banks• Local Universities
• Graduation• National Holidays
Second Street Lab Radio Advertising Bureau 2012
Memorable Moments
Time of the Year:• Year Round- Holidays or Summer Vacations
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Contest Examples:Totally 80’s Photo Contest• WPHL-TVI Love the 80’s• Savannah Morning NewsMeal & Memories: Best of 2011 Photo Contest• Newberry ObserverMiss Marcia… Your Favorite Memories• WTVC-TV100 Years if Chevrolet• St. Louis Post-DispatchRestaurants of Yesteryear• Daily Inter Lake
Sponsor Ideas:• Amusement Park• Sports Team• Stage Shows• Sports Stores• Hotels • Travel Agency• Airline• Photography Studio• Fair• Bakery• Museum• Mall
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 7
Second Street Lab Radio Advertising Bureau 2012
Prom
Time of the Year:• Spring
26
Contest Examples:Prom Queen• WPRO-FM Prom Photo Contest• Kinston Free PressPittsburgh’s Best Prom Dress Contest• WPXI-TVProm King & Queen• Times-NewsProm Contest 2011• The Gazette-Washington PostHot Prom Takeover!• WHAT-FM
Sponsor Ideas:• Tuxedo Rentals• Dress Shops• Florists• Event Venues• Limousines• Restaurants• DJ’s• Photographers• Salons/Spas
Second Street Lab Radio Advertising Bureau 2012
Weather/Temperature
Time of the Year:• Fall- Foliage Contest• Winter- Winter Wonderland
25
Contest Examples:Beat The Heat Photo Contest• KDAF-TV A Taste of Summer Contest• WBBO-FMSpring Snapshots Photo Contest• Fort Worth Star-TelegramBeauty of a Carolinas Spring 2012• Charlotte ObserverBest Snowman Photo Contest• The News Tribune/The Olympian Weather Photos• WXYZ-TV
Sponsor Ideas:• Camera Stores• Photo Printing Centers• Photography Studios• Credit Unions• Banks• Outdoor Supply Stores• Theme Parks• Travel Agencies
• Spring- Wildflowers Contest• Summer- Blue Sky Contest
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 8
Second Street Lab Radio Advertising Bureau 2012
Fishing/Hunting
Time of the Year:• Hunting Season- varies by state• Summer- great for fishing contests
24
Contest Examples:Hunting Photo Contest• West Central TribuneEagle Post Fishing Photo Contest• The Eagle PostFresh Catch Contest• Union Leader Corporation2011 Gary the Turkey• Norfolk Daily NewsBest Buck or Doe• The Advocate 2011 Virtual Buck Pole• WILX-TV
Sponsor Ideas:• Gun Shops• Boat Stores• Fishing Supplies• Taxidermy/Deer Processors• Sporting Goods Stores• Outdoor Supply Stores
Second Street Lab Radio Advertising Bureau 2012
Brackets
Time of the Year:• Year Round – March Madness Popular
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Contest Examples:Battle of the Bands Bracket Contest• St. Louis Post-DispatchMoe’s Bracket Challenge• WRAL SportsMore Burger Wars• KVVU-TVBest Pizza Playoff Contest• The HourThe Onion Beer Bracket• The Advocate
Sponsor Ideas:• Restaurants• Event Venues• Sporting Goods Stores• Athletic Teams• Apparel Shops
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 9
Second Street Lab Radio Advertising Bureau 2012
Drawing/Art
Time of the Year:• Year Round• Specific Holidays
22
Contest Examples:Lego Building Contest• Lakeland Ledger2012 Insight Amateur Photo Contest• Norfolk Daily NewsSeptember 2011 SnapShots Contest• New Mexico MarketplaceWhite Box Challenge• WAVY/WVBT-TVDesign Challenge• KATU-TV
Sponsor Ideas:• Family Restaurants• Hospitals• Grocery Stores• Art Supply Stores• Performing Arts Schools• Theatre Troops
Second Street Lab Radio Advertising Bureau 2012
Wedding
Time of the Year:• Year Round• Typical Wedding Season is Spring
21
Contest Examples:Ultimate Wedding• Lincoln Journal Star The Royal Wedding of Her Dreams• WMMJ – FMWedding Photo Contest• Savannah Morning NewsWedding Exhibit Hot Fiancé Contest• WAPE-FMWedding Outtakes Contest• Marin MagazineLet INC Marry You!• WISE-TV
Sponsor Ideas:• Wedding Venues• Florist• Grocery Stores• Tuxedo Rentals• Dress Shops• Limousines• DJs• Restaurants• Salons/Spa’s
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 10
Second Street Lab Radio Advertising Bureau 2012
Makeover
Time of the Year:• Year Round• Landscaping: Warmer Months
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Contest Examples:Green & Gold Man Cave• WKLH-FMHitson Cabinet’s Kitchen Makeover • WTVC-TVGrants Ugliest & Oldest Kitchen Photo Contest• Chicago Sun-Times I Need A New Roof!• WFTV-TVGrimiest Grill Contest• WSAW-TV Makeover Contest 2011• Gaston Gazette
Sponsor Ideas:• Remodelers• Landscaping• Flooring Stores• Appliance Stores• Carpet Stores• Lawn and Garden• Department Stores• Cosmetic Surgeons• Make Up Stores• Salons• Tanning Salons• Home Storage• Credit Unions• Painters
Second Street Lab Radio Advertising Bureau 2012
Travel/Vacation
Time of the Year:• Summer• Spring Break
19
Contest Examples:Vacation Photo Contest• Marin MagazineBreckenridge Ski Resort Poster Contest• Summit DailySell of Vacations – WIN A TRIP• Suburban Newspaper Shrek Sandcastle Contest• The Orange County RegisterHave a Great Summer Contest• WBBO-FM
Sponsor Ideas:• Travel Agents• Hotels & resorts• Bed & Breakfast• Camera Stores• Restaurants• Tourism Centers• Waterparks• Travel Magazines• Car Rental • Sports Teams• Breweries• Cruise Lines• Airlines• Tourism Board
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 11
Second Street Lab Radio Advertising Bureau 2012
Nature
Time of the Year:• Fall – Foliage Contest• Winter – Winter Wonderland
18
Contest Examples:Wildflower Photo Contest - 2012• The Orange County RegisterYour Turn• Appeal DemocratGorgeous Gardens• KBJR-TVOregon Outdoors Wild Bird Photo Contest• Southern Oregon Media GroupWisconsin Trails 2012 Photo Contest• Milwaukee Journal Sentinel
Sponsor Ideas:• Camera Stores• Photo Printing Centers• Photography Studios• Credit Unions• Banks• Travel Agencies• Theme Parks• Outdoor Supply Stores
• Spring – Wildflowers Contest• Summer – Blue Sky Contest
Second Street Lab Radio Advertising Bureau 2012
Creative
Time of the Year:• Year Round – Summer seems most successful season
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Contest Examples:Short Film Contest – BT Winnipeg• Breakfast Television2012 Cruisin’ Downriver Calendar Contest• Michigan Central2012 Bacon Queen Contest• Des Moines RegisterBig Ken & Colleen’s Corny Photos Contest• Des Moines Radio GroupWhy do you love News 1130• CKWX-AM
Sponsor Ideas:• Electronic Stores• Cosmetic Surgeons• Concert Venues• Carpet Stores• Lawn and Garden• Department Stores• Restaurants • Make Up Stores• Salons• Tanning Salons• Home Storage• Credit Unions• Painters
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 12
Second Street Lab Radio Advertising Bureau 2012
Big Giveaway
Time of the Year:• Year Round
16
Contest Examples:Chevy Cruze• KTLA – TV Marling HomeWorks Ugliest Kitchen Makeover Contest• WISC-TVDream Wedding 2012• WNDU – TV Aloha Fridays – Win a Ka’anapali Vacation!• KOMO – TV The Master of All Garage Giveaway!• CITI-FM
Sponsor Ideas:• Airlines• Restaurants• Hotels• Jewelry Stores• Car Dealerships• Motorcycle Shops• Bed & Breakfasts• Sports Venues• Concert Venues• Furniture Stores• Wedding Venues
Second Street Lab Radio Advertising Bureau 2012
School Spirit/Biggest Fan
Time of the Year:• August – Back to School• October - Homecoming
15
Contest Examples:LMFAO Suite• Edmonton Sun First National Bank “School Spirit” Video Contest• North Platte TelegraphNKOTBSB Contest• WPMT-TVSchool of the Year• KidsLinked.comTime Warner Cable Fan Frenzy Contest• WRAL Sports
Sponsor Ideas:• Sporting Good Stores • Sports Venues• Local Sports Teams• Local Breweries• Restaurants• Outdoor Outfitters• Sports Bars• Gyms• Memorabilia Stores• Colleges• Health Food Stores• Recreational Clubs• Clothing Stores• Restaurants• Shopping centers• Florists • Tuxedo Rental
• May/June – Prom and Graduation• Any Sports Season• Most Popular – Football and baseball
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 13
Second Street Lab Radio Advertising Bureau 2012
Mother’s Day/Father’s Day
Time of the Year:• August – Back to School• October - Homecoming
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Contest Examples:Mommy & Me• WLMG – FMFathers Day Photo Contest 2011• Kearney HubMother Daughter Lookalike Contest• WKOL-FMFM99 Rockstar Mom Contest• WNOR-FMFather & Child Photo Contest• Jacksonville Daily News
Sponsor Ideas:• Salons & Spa’s• Golf Courses• Restaurants• Sporting Good Stores• Boutiques • Jewelry Stores• Home & Garden• Florists • Tanning Stores• Nail Salons• Bed & Breakfasts• Movie Theaters• Sports Venues• Concert Venues
• May/June – Prom and Graduation• Any Sports Season• Most Popular – Football and baseball
Second Street Lab Radio Advertising Bureau 2012
Goodwill
Time of the Year:• Year Round
13
Contest Examples:Eco Ambassadors• KFMB – TV WQSB / Pepsi Field of Dreams• WQSB-FMPraise 103.9’s Pastor of the Month• WPPZ – FM Lend A Helping Glove• Indianapolis Indians Pose for the Cure• KBXX – FM
Sponsor Ideas:• Charities• Landscaping• Flooring Stores• Appliance Stores• Carpet Stores• Lawn and Garden• Department Stores• Cosmetic Surgeons• Make Up Stores• Salons• Tanning Salons• Home Storage• Credit unions• Painters
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 14
Second Street Lab Radio Advertising Bureau 2012
Cars/Motorcycles
Time of the Year:• Year Round
12
Contest Examples:Transform your Toyota• Statesboro Herald ADAMM Classic Car Contest• Milwaukee Journal SentinelE2Xtreme Car Design Contest• Boy Scouts of America Ugliest Car Contest• The News Chevrolet 100th Anniversary photo Contest• State Journal – Register
Sponsor Ideas:• Insurance Agents• Auto – Body Shops• Car Stereo Shops• Window Tinting Services• Car Dealers• Car Clubs• Speed Shops• Auto Specialty Shops• Garage Flooring• Tire Stores• Speedway/Racetrack
Second Street Lab Radio Advertising Bureau 2012
Best Of
Time of the Year:• Year Round• Typically Annual
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Contest Examples:Best of Gaston 2012• Gaston Gazette Kindest O.C. Owner 2011• The Orange County RegisterDiamond Awards 2011• MPLS St. Paul MagazineBest of 2012• Times of Northwest Indiana Best of the Best 2011• Chattanooga Times Free Press
Sponsor Ideas:• Restaurants• Car Services• Handyman• Accountant• Local Event• Nursery• Carpet Store• Grocery Store• Car Dealer• Dentist• Kennel• Real Estate Broker• Doctor• Bank• Movie Theater
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 15
Second Street Lab Radio Advertising Bureau 2012
HolidayTime of the Year:• Any Holiday Season
10
Contest Examples:Scared of Santa Photo Contest• U-T San DiegoHoliday Lights Contest• WAVY/WVBT-TV It’s a Wonderful Wreath
• New Bern Sun JournalB Christmas Choir Competition• Emmis Indianapolis Santa and Me• The Orange County Register
Sponsor Ideas:• Department Stores• Arts & Crafts Stores• Kids Clothing Stores• Real Estate Agents • Restaurants• Nurseries• Party Supply• Packaging & Shipping• Card Stores• Photo Printers• Movie Theaters• Sports Venues• Concert Venues
Second Street Lab Radio Advertising Bureau 2012
Beauty
Time of the Year:• Hot Body – Summer• Beauty – Year Round
9
Contest Examples:Rock Girl Search 2011• WHQG-FMHot Beach Bodies• WWKX-FMHottest Mom Contest• WKLH-FMPLAZER’s 2011 $40,000 Rock Girl Search• KAZR-FMPinkalicious Diva for a Day• KidsLinked.com
Sponsor Ideas:• Hair Salons• Nail Salons• Tanning Salons• Clothing Stores• Fashion boutiques• Gym/Fitness Centers• Restaurants
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 16
Second Street Lab Radio Advertising Bureau 2012
AdvertisersTime of the Year:• Year Round
8
Contest Examples:Disneyland Resort Sweepstakes• KDAF – TVClover Billboard Contest• KZST – FMMarch Baldness• KZEP-FMFind Scotty at Seabreeze• WROC-TVWashington Trust – ILUVRI Photo Contest• Rhode Island Monthly
Second Street Lab Radio Advertising Bureau 2012
Halloween
Time of the Year:• Halloween – October 31st
7
Contest Examples:3rd Annual Cutest Trick’r Treater• Statesboro HeraldLittle Rock Mamas Halloween Contest• Arkansas Democrat-GazetteHalloween Pet Photo Contest• WPXI – TVHalloween Costume Photo Contest• KFDM-TVFetchToto Halloween Costume Contest• KWCH-TV
Sponsor Ideas:• Costume Stores• Grocery Stores• Candy Stores• Florists • Kids Museum• Pet Stores• Candy Brand• Haunted Houses
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 17
Second Street Lab Radio Advertising Bureau 2012
Talent
Time of the Year:• Year Round• Bragging Rights Have No Season
6
Contest Examples:The Tiny Tim Talent Search• KTAR-FMMy Kid Can Sing Contest• Savannah Morning NewsBe Amy For a Day• KHFI – FM RockErie Music Awards 2011• Erie Times-News
Sponsor Ideas:• Craft Stores• Music Supply Stores• Talent Agency• Dance Studio• Voice Trainer• Recording Studio• Art Gallery• Camera Store• Community Colleges• Pottery Studio
Second Street Lab Radio Advertising Bureau 2012
Couples
Time of the Year:• Year Round• Holiday Specific – Valentine’s Day (February 14th)
5
Contest Examples:Cutest Couple Photo Contest• York News-TimesHow We Met• The DayCutest Couple 2012• Kenosha News Cutest Couple Photo Contest• WGN-TVBacardi Oakheart Sweetheart• The Reader
Sponsor Ideas:• Jewelry Stores• Hair Salon• Hotel• Travel Agency• Candy Store• Florist• Spa• Mall• Restaurant• Furniture Store• Photographer• Winery• Movie Theater• Live Theater
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 18
Second Street Lab Radio Advertising Bureau 2012
Pets
Time of the Year:• Year Round• Seasonal Opportunities Like Snow Dogs & Pet Halloween
4
Contest Examples:Dog Days Of Summer Pets Contest• York News-Times Cutest Canine Photo Contest• Sarasota Herald TribuneCutest Canine Contest• Newsday2012 Pet Calendar Voting• The Citizen’s Voice Cutest Pet Photo Contest• Tribune Chronicle
Sponsor Ideas:• Pet Stores• Grooming Salons• Vet Clinics• Local Humane Society• Dog Walkers• Pet Boutiques• Breeders• Doggie Daycare• Pet Boarding Facilities• Dog Trainers• Obedience Schools
Second Street Lab Radio Advertising Bureau 2012
Local Sports
Time of the Year:• Fall - Football• Spring/Summer – Baseball
3
Contest Examples:Athlete of the Year-Fan Favorite• The Orange County RegisterGridiron Invasion Voting• KKBQ-FM2011 High School Football Awards• WTOV – TV Female Athlete of the Year 2011• Citrus County Chronicle Big Game TV Giveaway • Las Vegas Review Journal
Sponsor Ideas:• Restaurants• Convenience Stores• Fast Food Chains• Sporting Good Stores• Memorabilia Stores• Car Dealers• Insurance• Banks
• Winter - Basketball
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 19
Second Street Lab Radio Advertising Bureau 2012
Sweepstakes
Time of the Year:• Year Round• Often Run Daily
2
Contest Examples:Badge Magic Stick With Us! Giveaway• Boys Life MagazineYacht Getaway• KTLA – TV Win a New Backyard Contest• The News-HeraldAaron Rodgers Autographed Helmet Giveaway• WLUK – TV Win a $1,000 gas card from Clark Howard• WSB – AM
Sponsor Ideas:• Lottery• Grocery Store• Convenience Store• Concert Venue• Appliance Stores• Electronics Stores
Second Street Lab Radio Advertising Bureau 2012
Kids/BabiesTime of the Year:• Year Round• Holiday Opportunities – Such as Easter and Halloween
1
Contest Examples:Baby Bash 2012• WEZB – FM Cute Kids Football Fan Contest • Tribune ChronicleCutest Kid Photo Contest• Aiken StandardInsanely Cute Preschooler 2011• The Orange County RegisterBaby Idol 4• WPRO – FM
Sponsor Ideas:• Children’s Clothing Stores• Specialty Baby Shops• Photography Studios• Kids Restaurants• Daycare Centers• Nanny Recruitment Offices• Babysitters
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 20
Second Street Lab Radio Advertising Bureau 2012
Bonus Ideas
Contest Examples:• Tattoos• Lookalikes• Big Local Outdoor Event• Award Shows• Code Word• Bartender• Graduation• Lifestyle• Patriotic• Girlfriends
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
SPONSORED CONTESTSADVERTISER FACEBOOK CONTESTSDEALS
What is an Online Promotion?
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 21
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
Print Web On‐Air
Email Blasts
SEO Packages
Social Media
Pay‐Per Click
Text Messages
Direct MailM
arke
ting
Cho
ices
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
The Nashville Tennessean
• Goal: To close the gap between selling advertising and selling measureable results
• Result: $2.6 MM in 2 years
• 50% of revenue goes into core product (print ,direct or digital)
• Lesson Leaned: Social is red hot and should have moved faster in this area of sales
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 22
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
Have an in house agency?• Facebook contests can be and
important core of your model
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
Ok, so you don’t have an agency?
• Facebook Contests allow you to offer a limited number of agency services easily and efficiently
• Allow you to participate in agency model without investing in other services
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 23
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
What is the difference between running a contest
on Facebook and an “agency model” Facebook
contest?
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
Components of “Agency Contest”:• Objectives are all about the client• Runs on advertiser’s Facebook page• May run on your media page as well• May include them paying for media
promotion• You make it turnkey• You include design services/help with
rules• Prize corresponds with advertiser’s
brand• Email opt-in is for the advertiser
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 24
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
• ABC15– Results:
• Five figure revenue
• 3,000 likes for the sponsor (740% increase)
• Sold 20-30 Facebook contests to major accounts in 2011
• $250K estimated revenue total
Second Street Lab Radio Advertising Bureau 2012
Agency Contests
• Quad-City Times– Results:
• Have 7 live advertiser contests right now
• Range from $5K - $15K
• Building email list and fan count for local advertisers (2,000+ fans)
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 25
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
SPONSORED CONTESTSADVERTISER FACEBOOK CONTESTSDEALS
What is an Online Promotion?
Second Street Lab Radio Advertising Bureau 2012
Why Performance-based Advertising?
31%
65%
4%
Internet Advertising Revenue Breakdown
Impression‐based
Prformance‐based
Hybrid
IAB, 2011 Ad Revenue Report
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 26
Second Street Lab Radio Advertising Bureau 2012
Deals = Performance-based Advertising
Why deals help advertisers?
• Deals bring new customers in the door
• Highly trackable with immediate results
• Sustainable model for advertisers who understand their margins & limitations
Why deals help your site?
• New advertiser acquisition strategy
• Speak to advertisers in dollars & foot traffic – not just CTR
• Puts your site in the middle of the transaction
Second Street Lab Radio Advertising Bureau 2012
Five Fundamentals of Deals Success
SuccessSuccess
Sales FocusSales Focus
Deal QualityDeal Quality
Database Growth &
Engagement
Database Growth &
Engagement
Evolving the Model
Evolving the Model
PlanningPlanning
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 27
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
CATEGORY TRENDS
Second Street Lab Radio Advertising Bureau 2012
Category Mix and Performance
Beauty15%
Event6%
Recreation20%
Restaurant42%
Retail11%
Travel6%
Mix by Total Revenue
$1,929 $2,215
$2,801
$2,246 $2,235
$4,711
Beauty Event Recreation Restaurant Retail Travel
Average Revenue Per Deal
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 28
Second Street Lab Radio Advertising Bureau 2012
Average Price Point By Category
$56
$29
$46
$13
$37
$137
$‐ $20 $40 $60 $80 $100 $120 $140 $160
Beauty
Event
Recreation
Restaurant
Retail
Travel
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
BEAUTY
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 29
Second Street Lab Radio Advertising Bureau 2012
Beauty Sub-Category Mix & Performance
Fitness13%
Hair9%
Hair Removal
5%Nails9%Spa/Mass
age51%
Tanning/Skin9%
Teeth4%
Mix by Total Revenue
$1,584 $1,308
$2,819
$1,875 $2,183
$1,567 $1,623
Average Revenue per Deal
Second Street Lab Radio Advertising Bureau 2012
Beauty Average Price Points
$44
$77
$25
$53
$44
$143
$80
Spa/Massage
Fitness
Nails
Tanning/Skin
Hair
Hair Removal
Teeth
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 30
Second Street Lab Radio Advertising Bureau 2012
Beauty: Laser Hair Removal
• Arkansas Democrat-Gazette– Little Rock, Arkansas
– Indulgences by Body Bronze
– $99 for $2400 value laserhair removal service
– Began 10/14/2011
– Sold 245
– Total revenue: $24,255
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
EVENT
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 31
Second Street Lab Radio Advertising Bureau 2012
Event Sub-Category Mix & Performance
Concert14%
Holiday17%
Sports20%
Theater49%
Mix by Total Revenue
$2,038
$2,149
$1,974
$2,331
Concert Holiday Sports Theater
Average Revenue Per Deal
Second Street Lab Radio Advertising Bureau 2012
Event Average Price Points
$23
$25
$30
$25
Concert
Holiday
Sports
Theater
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 32
Second Street Lab Radio Advertising Bureau 2012
Event: Holiday
• New York Daily News– New York City, NY
– Above All Cruises
– $45 for $99 value Valentines Day Cruise
– Began 2/1/2012
– Sold 192
– Total Revenue: $8,640
Second Street Lab Radio Advertising Bureau 2012
Event: Theater
• Quad-City Times– Davenport, IA
– Circa 21
– $48 for $96 value dinner and a show for two
– Began 4/24/2012
– Sold 306
– Total revenue: $14,688
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 33
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
RECREATION
Second Street Lab Radio Advertising Bureau 2012
Recreation Sub-Category Mix &Performance
Activity Center20%
Attraction19%
Bowling4%
Golf45%
Lessons7%
Summer Camp1%
Wineries4%
Mix by Total Revenue
$2,233
$3,281
$1,559
$3,554
$1,704
$2,235
$3,337
ActivityCenter
Attraction Bowling Golf Lessons SummerCamp
Wineries
Average Revenue Per Deal
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 34
Second Street Lab Radio Advertising Bureau 2012
Recreation Average Price Points
$36
$36
$19
$40
$46
$109
$35
Activity Center
Attraction
Bowling
Golf
Lessons
Summer Camp
Wineries
Second Street Lab Radio Advertising Bureau 2012
Recreation: Attraction
• SourceMedia– Cedar Rapids, IA
– Clarion Inn WaterparkResort
– $75 for $150 value hotel stay and waterpark passes
– Began 12/1/2011
– Sold 519
– Total revenue: $38,925
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 35
Second Street Lab Radio Advertising Bureau 2012
Recreation: Winery
• The Washington Post– Washington, D.C.
– Vintage Piedmont
– $69 for $157 value winetasting package
– Began 7/18/2011
– Sold 499
– Total revenue: $34,431
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
RESTAURANT
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 36
Second Street Lab Radio Advertising Bureau 2012
Restaurant Sub-Category Mix & Performance
American42%
Asian6%
BBQ4%
Coffee2%
Ice Cream2%
Indian1%
Italian21%
Mediterranean1%
Mexican11%
Seafood5%
Sports Bar4%
Thai1%
Mix by Total Revenue
Second Street Lab Radio Advertising Bureau 2012
Restaurant Sub-Category Mix &Performance
$2,219 $2,203
$1,951
$1,488 $1,518 $1,382
$2,636
$2,057 $2,073
$3,112
$1,928
$2,174
Average Revenue Per Deal
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 37
Second Street Lab Radio Advertising Bureau 2012
Restaurant Average Price Points
$13
$13
$12
$10
$7
$12
$13
$14
$12
$16
$12
$13
American
Asian
BBQ
Coffee
Ice Cream
Indian
Italian
Mediterranean
Mexican
Seafood
Sports Bar
Thai
Second Street Lab Radio Advertising Bureau 2012
Restaurant: Seafood
• Bradenton Herald– Bradenton, FL
– Anna Maria Oyster Bar
– $10 for $20 value$25 for $50 value
– Began 1/6/2012
– Sold 1,133 of first, Sold 910 of second
– Total revenue: $43,180
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 38
Second Street Lab Radio Advertising Bureau 2012
Restaurant: Italian
• St. Louis Post-Dispatch– St. Louis, MO
– Bartolinos Osteria
– $15 for $35 value
– Began 1/6/2012
– Sold 3,124 of first
– Total revenue: $46,860
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
RETAIL
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 39
Second Street Lab Radio Advertising Bureau 2012
Retail Sub-Category Mix & Performance
Big Box1%
Clothing13%
Floral10%
Food38%Furniture
6%
Hobby12%
Holiday2%
Home15%
Jewelry3%
Mix by Total Revenue
$2,281
$1,748
$2,413 $2,625
$1,974
$2,554
$1,691
$2,551
$1,411
Average Revenue per Deal
Second Street Lab Radio Advertising Bureau 2012
Retail Average Price Points
$56
$20
$22
$16
$96
$22
$19
$111
$115
Big Box
Clothing
Floral
Food
Furniture
Hobby
Holiday
Home
Jewelry
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 40
Second Street Lab Radio Advertising Bureau 2012
Retail: Food
• The Wichita Eagle– Wichita, KS
– Cocoa Dolce Artisan Chocolate
– $15 for $30 value in fine chocolate
– Began 4/27/2012
– Sold 824
– Total revenue: $12,360
Second Street Lab Radio Advertising Bureau 2012
Retail: Home
• The Wichita Eagle– Wichita, KS
– Plant KingdomGreenhouse Outlets
– $30 for $60 worth ofplants and flowers
– Began 3/23/2012
– Sold 495
– Total revenue: $14,850
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 41
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
SERVICE
Second Street Lab Radio Advertising Bureau 2012
Service Sub-Category Mix & Performance
Auto38%
Home35%
Medical15%
Pet6%
Photography6%
Mix by Total Revenue
$2,251
$1,938
$2,643
$1,297 $1,392
Auto Home Medical Pet Photography
Average Revenue Per Deal
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 42
Second Street Lab Radio Advertising Bureau 2012
Service Average Price Points
$37
$83
$146
$29
$77
Auto
Home
Medical
Pet
Photography
Second Street Lab Radio Advertising Bureau 2012
Service: Medical
• Tri-City Herald– Kennewick, WA
– King Lasik
– $1,850 for $3,700Lasik surgery
– Began 3/12/2012
– Sold 29
– Total revenue: $53,650
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 43
Second Street Lab Radio Advertising Bureau 2012
Service: Auto
• Billings Gazette– Billings, MT
– CARNU Auto Detailing Center
– $75 for $150 value auto detail
– Began 3/9/2012
– Sold 367
– Total revenue: $27,525
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
TRAVEL
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 44
Second Street Lab Radio Advertising Bureau 2012
Travel Sub-Category Mix & Performance
Regional Travel94%
National6%
Mix by Total Revenue
$2,327
$4,332
National Regional
Average Revenue Per Deal
Second Street Lab Radio Advertising Bureau 2012
Travel Average Price Points
$198
$127
National
Regional
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 45
Second Street Lab Radio Advertising Bureau 2012
Travel
• Quad-City Times– Davenport, IA
– Residence Inn Chicago Downtown
– $199 for $559 value two-night,two-person accommodations
– Began 5/4/2012
– Sold 326
– Total revenue: $64,874
Second Street Lab Radio Advertising Bureau 2012
Travel
• The Washington Post– Washington, DC
– The Greenbrier
– $349 for $700 value two-night package
– Began 2/17/2012
– Sold 166
– Total revenue: $57,934
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 46
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
UNCONVENTIONAL DEALS
Second Street Lab Radio Advertising Bureau 2012
Dirt
• The Omaha World-Herald– Omaha, NE
– Kozy Lawn Care
– $200 for $415 value
– Ran 4/2/2012
– Sold 60
– Total Revenue: $12,000
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 47
Second Street Lab Radio Advertising Bureau 2012
Butcher Shop
• Belleville News-Democrat– Belleville, IL
– Wenneman Meat, Co
– Began 4/4/2012
– $10 for $20 worth of meat$20 for $40 worth of meat
– Sold 125 of the first, 1,540of the second
– Total revenue: $32,050
Second Street Lab Radio Advertising Bureau 2012
Museum of Transportation
• St. Louis Post-Dispatch– St. Louis, MO
– Museum of Transportation
– 5/22/2012
– $15 for 4 tickets and train rides a $48 value
– 1,188 sold
– Total revenue: $17,820
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 48
Second Street Lab Radio Advertising Bureau 2012
Retail
• Fort Worth Star-Telegram– Fort Worth, TX
– Cheaper Than Dirt OutdoorAdventures
– $25 for $50 in merchandise
– Began 3/16/2012
– Sold 1,291
– Total revenue: $32,275
Second Street Lab Radio Advertising Bureau 2012
Shooting Range in NYC
• New York Daily News– New York City, NY
– Valastro International Academy
– Began 2/23/2012
– $39 for $140 value shootingexperience
– Sold 361
– Total revenue: $14,079
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 49
Second Street Lab Radio Advertising Bureau 2012
Yoga Retreat
• The Washington Post– Washington, D.C.
– Yogaville
– $85 for $170
– $225 for $450 valueweekend yoga package
– Began 8/31/2011
– Sold 406
– Total revenue: $62,230
Second Street Lab Radio Advertising Bureau 2012
WWII Airplane Ride
• Fort Worth Star-Telegram– Fort Worth, TX
– Greatest Generation Aircraft
– $60 for $120 value aircraft rideand membership to group
– Began 12/12/2011
– Sold 190
– Total revenue: $11,400
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 50
Second Street Lab Radio Advertising Bureau 2012
Adult Art Classes
• The Washington Post– Washington, D.C.
– ArtJamz
– $37 for $67.62 value painting party
– Began 12/13/2011
– Sold 687
– Total revenue: $25,419
Second Street Lab Radio Advertising Bureau 2012
Swimming Lessons
• KTUU-TV– Anchorage, AK
– Swim Like a Fish
– $40 for $80 value in swim lessons
– Began 4/27/2012
– Sold 626
– Total revenue: $25,040
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 51
Second Street Lab Radio Advertising Bureau 2012
Airport Parking
• The Olympian, News Tribune, Bellingham Herald– Seattle, WA
– WallyPark
– $7 per day for value of $14.95 per day
– Began 1/11/2012
– Sold 8,886
– Total revenue: $62,202
Second Street Lab Radio Advertising Bureau 2012
Brunch with Unlimited Mimosas
• The Washington Post– Washington, D.C.
– Station 4
– $15.50 for $30 certificate
– Began 1/25/2012
– Sold 2,688
– Total revenue: $ 41,664
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 52
Second Street Lab Radio Advertising Bureau 2012
Grocery
• SourceMedia– Cedar Rapids, IA
– Gary’s Food
– $25 for $50 or $48 for $100 worth of groceries
– Began 1/13/2012
– Sold 2,500 total• 1,500 at lower price point
• 1,000 at higher price point
– Total revenue: $97,000
Second Street Lab Radio Advertising Bureau 2012
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
8 STEPS TO SUCCESS
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 53
Second Street Lab Radio Advertising Bureau 2012
8 Steps to Success
1. Define your team.
2. Understand your goals.
3. Target the right advertisers.
4. Build an advertiser Facebook model.
5. Integrated promotion.
6. Track promotions revenue in your budget.
7. Build & engage an email and social database.
8. Develop a promotions calendar.
Second Street Lab Radio Advertising Bureau 2012
1. Define Your Team
• No one-size fits all team
• Create team to ensure internal accountability
• Cannot be a “side project”
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 54
Second Street Lab Radio Advertising Bureau 2012
1. Define Your Team
• Standing Members
– Sales Manager
– Promotions Sales Expert
– Product Manager/Lead
• Other Potential Members
– Customer Service Manager
– Marketing/Community Relations
– Key Traditional Rep
Second Street Lab Radio Advertising Bureau 2012
1. Define Your Team
Months in GREEN are ones with a dedicated rep
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 55
Second Street Lab Radio Advertising Bureau 2012
2. Understand Your Goals
• What are your revenue goals?
• Do you want to grow specific advertising categories?
• Do you want to grow your email database?
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
• What Advertisers Are You Looking To Work With?• Create a list of advertisers you want to do business with
• Develop promotion ideas that would appeal to them
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 56
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
• KISS-FM (Detroit, MI)
• Budweiser Opening Act
• Sponsored by Budweiser
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
• Star-Tribune (Minneapolis, MN)
• Reel ‘Em In
• Sponsored by Gutter Helmet, Rapala
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 57
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
• KFMB‐TV (San Diego, CA)
• Sponsored by Lawrence Furniture
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
How to Develop Sponsorship Packages• Exclusive Sponsor
– Good fit for large traditional spenders.– Contests built with advertiser in mind.
• Category exclusive sponsors– Multiple sponsors.– Example: Pet store, Groomer, Veterinarian.
• Multiple Sponsors– No exclusivity.– Often geared to smaller advertisers.– Multiple advertisers can ad up to big revenue.– Can represent a lot of new new revenue.
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 58
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
How to Price Sponsorship Packages• Consider your prospect list and estimate what dollar amount your
advertiser will invest in your contest.• Be mindful of what types of sponsorships you are offering.
- Is the package exclusive? Semi-exclusive?- Is this a multimedia campaign?- What is the total value of the promotion?
• What is the contest category?• How much do you intend to promote the contest?• Will you add an email opt-in for the advertiser?• Who is offering prizes: you or the advertiser?• Are there naming rights involved for the contest?
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
Brand Awareness
Relevant Location
Multiple Locations
Capacity
Positive Online Presence
Wow Factor
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 59
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
• The Deals Committee– Establish approval criteria & share it
– Vet & refine new deals
– Discuss pipeline, sales challenges
– Track & discuss the competition
– Learn from past deals
Second Street Lab Radio Advertising Bureau 2012
3. Target the Right Advertisers
Beauty, 23%
Event, 5%
Recreation14.9%
Restaurant 15.6%
Retail, 23%
Services, 14%
60% of Deals from Lowest Performing Categories
$‐ $200 $400 $600 $800
$1,000 $1,200 $1,400 $1,600 $1,800 $2,000
Focusing on the Right Categories
Avg. Rev Per Deal by CategoryCategory Mix by Revenue
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 60
Second Street Lab Radio Advertising Bureau 2012
4. Build an Agency Model
• What should you include in the sales package?– Facebook contest– Like gate for advertiser– Online promotion on your
site– Print/On-air promotion– Social media mentions
from your Facebook & Twitter accounts
– Eblast to your promotional database
– Email opt-in for advertiser
Second Street Lab Radio Advertising Bureau 2012
4. Build an Agency Model
• What should you charge?– Consider the value of
your promotion package– Consider the value of
your email list– Not a performance buy –
base cost on promotional buy
– Large market: up to $20K– Mid market: $5K-$15K– Small Market: $300-$5K
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 61
Second Street Lab Radio Advertising Bureau 2012
5. Integrated Promotions
• Online & On Air
Second Street Lab Radio Advertising Bureau 2012
5. Integrated Promotions
• Social Media & E-Blasts
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 62
Second Street Lab Radio Advertising Bureau 2012
5. Integrated Promotions
• Widgets
Second Street Lab Radio Advertising Bureau 2012
5. Integrated Promotions
• Offline & Online
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 63
Second Street Lab Radio Advertising Bureau 2012
6. Track Promotions Revenue in Your Budget
• Account for total revenue generated from each promotion (online and offline)
• Gauge success accurately
• Shows which promotions work best
• Promotions are a catalyst to
integrated sponsorship packages
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
5,000organic opt‐ins
10,000organic opt‐ins
20,000Organic opt‐ins
66%
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 64
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
$‐
$50,000
$100,000
$150,000
$200,000
$250,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Revenue Growth
• A Tale of Two Cities
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
0
5,000
10,000
15,000
20,000
25,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Email Growth
$‐
$50,000
$100,000
$150,000
$200,000
$250,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Revenue Growth
• A Tale of Two Cities
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 65
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
Sales
Average RevshareAverage Revshare
Conversion Rate
Conversion Rate
Average Price
Average Price
Database
Emails per YearEmails per Year
Opt‐outsOpt‐outs
Understand the Value of Your List
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
• The Washington Post
• Papa John’s
• Offer: Free Large One-Topping Pizza & Delivery
• Contest: Win Pizza for a Year
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 66
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
• Deal Ran for three days• Promotion leveraged both
deals and contests• Social Boost was a
difference maker:– Rewarded users for sharing
with bonus entries– After submission, given
referral link– Configurable where X
referrals gets them X entries– 1 in 4 entries came via Social
Boost
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
• 132K pizzas were claimed
• 65% of participants became NEW deal subscribers
• 25% of claimed pizzas came from Social Boost
• Papa John’s trended on Twitter
• Win-Win-Win
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 67
Second Street Lab Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
Background
• KCRG & The Gazette
• Only 30% of audience had made a purchase
• $5 Credit – Promo Code “Lucky”
• Users had 30 days to use code
Results• Increased purchasers by
60% • From 30% to 40% • New buyers averaged 2x
additional purchases after first
Second Street Lab Radio Advertising Bureau 2012
8. Develop a Promotions Calendar
• Your Contest Bank will be filled with great ideas you’ve picked WHILE CONSIDERING:
• your advertiser’s goals,
• special events and sections you sponsor/run through-out the year.
• Once its complete, you have a great contest calendar set out for 2012.
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 68
Second Street Lab Radio Advertising Bureau 2012
8. Develop a Promotions CalendarMonth Theme/Season/Holiday Suggested Deals
January New Years Resolutions Gyms, fitness, stop smoking, lessons (cooking, dancing, etc.), massage, Botox, teeth whitening, Health/Beauty (laser hair removal, cosmetic surgery, skin treatment)
February Valentine’s Day Restaurants (capped OK), item of cool jewelry (i.e. David Kodner jelly watch), Winery or wine shop. Shared Adventure: Horse backriding, Hot Air Balloon, etc.
March Spring Break (Family Oriented) Museum and Aquariums, Water Parks, Go Karts, bowling, restaurants, city tours, regional travel, mini golf.
April Golf (Masters start 4/5) Golf rounds, membership, restaurants, Golf training/lessons, golf retail
May Mother’s Day Spa packages; massages; house cleaning services; restaurants (capped OK); Wine Club; Manicure/Pedicure
June Father’s Day Golf; gifts, bar/restaurants (capped OK)Grilling accessories, GolfTEC, Mobile Detailing, Travel Getaway
July Summer Fun Pool passes, activities for families, waterparks, summer camps, regional travel, amusement parks, camp grounds, pet sitting (while you're away), July 4th events, concerts with unsold tickets
August Back to School Kids clothing boutiques, retail giftcards, study tools, tutoring services, lunch boxes, online custom stickers, closet organization services, carpet cleaning, fun family activities.
September Fall/Labor Day Golf course deals, tickets for fall events/concerts, massage & restaurants, outdoor activities, symphony/theater, hay rides.
October Halloween Haunted Houses, Costume Shops, Halloween Events/Parties, Candy, Halloween Accessories/Decorations
November Cyber Monday Week Gadgets, Restaurant gift cards, massages, general gifts, annual passes to museum
December Holidays/NYE (early deals/last minute
stocking stuffers)
holiday events, holiday photography, light hanging services, pre‐holiday house cleaning, holiday food and sweets, Edible Arrangements, retail gift cards, gift baskets NYE parties/events, restaurant and dining packages, hotel stays, limo service, New Year's Day brunch
Second Street Lab Radio Advertising Bureau 2012
8. Develop a Promotions Calendar
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 69
Second Street Lab Radio Advertising Bureau 2012
8. Develop a Promotions CalendarMonth Theme/Season/Holiday
January New Years Resolutions
February Valentine’s Day
March Spring Break (Family Oriented)
April Golf (Masters start 4/5)
May Mother’s Day
June Father’s Day
July Summer Fun
August Back to School
September Fall/Labor Day
October Halloween
November Cyber Monday Week
December Holidays/NYE
Second Street Lab Radio Advertising Bureau 2012
8 Steps to Success
1. Define your team.
2. Understand your goals.
3. Target the right advertisers.
4. Build an agency model.
5. Integrated promotion.
6. Track promotions revenue in your budget.
7. Build & engage an email and social database.
8. Develop a promotions calendar.
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 70
www.RAB.com
RAB Resources
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 71
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 72
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1Basketball
Created (1891)
World AIDS Day
2Safety Razor
Patented (1901)
Special Education Day
3International Day of Persons
With Disabilities
4 5International Volunteer Day
AFL‐CIO Founded (1955)
6National
Miner's Day
National Pawnbrokers
Day
7Pearl Harbor
Day
8National Day of
the Horse
9International
Anti‐Corruption Day
10Human Rights
Day
Nobel Prize Awards
Ceremonies
11International Mountain Day
Unicef Established (1946)
12Frank Sinatra Birthday (1915)
Poinsettia Day
13 14National
Salesperson's Day
15Bill of Rights
Day
16 17Wright
Brothers Day
18International Migrants Day
19 20 211st Crossword Puzzle (1913)
Pilgrim Landing (1620)
22
23
30
24Christmas Eve
31First U.S. Bank Opens (1781)
New Year's Eve
25Christmas Day
26Canada: Boxing
Day
27 28 29YMCA
Organized (1851)
DECEMBER 2012MONTHLY EVENTS
Bingo's Birthday Month
National Drunk / Drugged Driving Prevention
National Write A Business Plan Month
Operation Santa Paws
Safe Toys and Gifts Month
Worldwide Food Service Safety Month
WEEKLY EVENTS
Chanukah 9 ‐ 16
Human Rights Week 10 ‐ 17
Kwanzaa 12/26 ‐ 1/1
Online PromotionsWhat They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.comSecond Street Media, www.secondstreet.com
Copyright 2012Page 73
Thank You For Joining Us!
RAB Member [email protected]
800-232-3131
John PotterSVP/Professional DevelopmentRadio Advertising [email protected]
Matt CoenPresident and Co-FounderSecond Street [email protected]