#PromotionsLab

How to Drive Digital Revenue &

Generate Leads for Advertisers with

Promotions

#PromotionsLabsecondstreetlab.com/idea-bank

Promotion ExamplesCase Studies

Playbooks & Worksheets

WHY

PROMOTIONS

?

Shift in Spend

Source: Borrell Associates

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Online

Promotions

are

Exploding

Promotions are a Growing Trend

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

2 STRATEGIES

FOR

PROMOTIONS

SPONSORED

CONTESTS

&

MEASURABLE

RESULTS

SPONSORE

DCONTEST

S

What’s a Sponsored Contest?

Contest Run on Media Company Website,

Sponsor Logo Included in Branding

WKDZ-FM Bathroom Makeover Contest

$5K in Revenue

7 Sponsors

$6,500 Prize Value

Contesting works in small markets!

WCKX-FM Photo Contest

$10K in Revenue

Part of a $30 - $40K annual buy

Cross promoted Powerfest

Deep engagement with audience

WSB-FM Dream Wedding Contest

10 weddings books

$30K for station

500 engaged couples as leads

WCKX-FM Imported from the D

$60K in Revenue

1,200+ new fans

562 new emails

12,000% increase in engagement

DRIVING

MEASURABLE

RESULTS

#promotionslab

Advertisers Want to

Activate Consumers

1. Generate Leads

2. Drive Foot Traffic

3. Grow Social Engagement

4. Grow Email Database

5. Collect Data

What Advertisers Want

1. Generate Leads

2. Drive Foot Traffic

3. Grow Social Engagement

4. Grow Email Database

5. Collect Data

What Promotions Do!

✔

What is An Advertiser Contest?Contest Run on Advertiser’s Page,

Media Company Not Visibly Involved

Why Measurable Results Matter:

For your station:

You are in control of elements of

campaign

Encourages repeat business

Be the expert in your market

$$$

For your advertiser:

Tangible outcomes

Measurable results

Deliver agreed upon results

Why Measurable Results Matter:

Uncovering Advertiser

Goals

NEEDS ANALYSIS

Why Do a Needs Analysis?

Learn

Advertisers Goals

Uncover

Challenges

Build a

Relationship

Gain Additional

Insights

“How will you measure success?”

Questions to Ask

High Value

“What areyour

main goals?”

Crafting Your

Pitch

PICK THE RIGHT PROMOTION

SET THE RIGHT GOALS

Optimizing The

Campaign

Track the campaign

• Track results throughout the life of the

campaign

• Keep in contact with the advertiser

Following Up

FOLLOW-UP MEETING

Share Measureable Results

Continue Needs Analysis Discussion

Next Steps for Advertiser (and You)

Case Studies

Grow Email Database

Grow Social Engagement

Collect Data

THE SOLUTION

THE CAMPAIGN

Radio Internet Radio

Email Display Ads

THE CAMPAIGN

2,199email opt-ins

RESULTS

RESULTS

1,284 New

Likes!

56% entered through mobile

SURVEY RESULTS

Did you know Haydel'sBakery has Gluten

Free Options?

Yes No

Did you know Haydel'sBakery makes King Cakes all year long?

Yes No Yes No

Did you know we

ship worldwide?

Q2 PROMOTION

Q3 PROMOTION

SECRET SAUCE

• Valuable insights for the advertiser and lead generation

• Mobile database, Facebook, and email database growth

• Proof through results

Drive Leads

Grow Social Followers

The Solution

RESULTS

40Qualified Leads

#PromotionsLab

Generate Leads

Grow Email Database

Grow Social Engagement

THE SOLUTION

QUALIFYING SURVEY QUESTIONS

RESULTS

164Qualified Leads

RESULTS

217opt-ins

RESULTS

100Facebook Likes

SECRET SAUCE

• Targeted promotion for a niche audience

• Survey questions qualified entrants

• Follow-up meeting with client to discuss next steps

More Promotion Types

More Promotion Types

Golf CardKCSP-AM | Kansas City, Missouri

$25k

Email = 66% of

Deal Revenue

0

50

100

150

200

250

300

350

400

Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7

Contest Submissions by Day

70% of

Submissions

The Impact of Email

Golf CardKCSP-AM | Kansas City, Missouri

Next Steps

Needs Analysis

Pick the Right Promotion

Promotions Deliver Results

Share Measureable Results

WHATNOW?

Getting Started: Get Trained

Promotions

University is an

online training

program designed to

help you and your

team run successful

promotions.

Contest Sales Planning Contest Sales

Deal Sales

Learn more at:

secondstreet.com/university

Download our contest planning calendar template and idea bank at:

Getting Started: Create a Plan

secondstreetlab.com/calendar

Getting Started: Create Packages

Download our sample packages at:

secondstreetlab.com/packages

secondstreetlab.com/idea-bank

Promotion ExamplesCase Studies

Playbooks & Worksheets