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 2012

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




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Second Street Lab Radio Advertising Bureau 2012

Who We Are


Our Partners

2,400 media companies




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Why Online Promotions?

Source: Borrell Associates

In B

illio

ns


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?




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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



SPONSORED CONTESTSADVERTISER FACEBOOK CONTESTSDEALS

What is an Online Promotion?




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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


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




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EssayTime of the Year:• The Holidays• Disease Awareness Months

28

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


Memorable Moments

Time of the Year:• Year Round- Holidays or Summer Vacations

27

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




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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


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




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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


Brackets

Time of the Year:• Year Round – March Madness Popular

23

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




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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


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




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Makeover

Time of the Year:• Year Round• Landscaping: Warmer Months

20

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


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




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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


Creative

Time of the Year:• Year Round – Summer seems most successful season

17

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




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Big Giveaway


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


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




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Mother’s Day/Father’s Day

Time of the Year:• August – Back to School• October - Homecoming

14

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


Goodwill


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




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Cars/Motorcycles


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


Best Of

Time of the Year:• Year Round• Typically Annual

11

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




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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


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




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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


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




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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


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




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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


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




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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


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




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Bonus Ideas

Contest Examples:• Tattoos• Lookalikes• Big Local Outdoor Event• Award Shows• Code Word• Bartender• Graduation• Lifestyle• Patriotic• Girlfriends








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Agency Contests

Print Web On‐Air

Email Blasts

SEO Packages

Social Media

Pay‐Per Click

Text Messages

Direct MailM

arke

ting

Cho

ices


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




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Agency Contests

Have an in house agency?• Facebook contests can be and

important core of your model


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




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Agency Contests

What is the difference between running a contest

on Facebook and an “agency model” Facebook

contest?


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




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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


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)




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Why Performance-based Advertising?

31%

65%

4%

Internet Advertising Revenue Breakdown

Impression‐based

Prformance‐based

Hybrid

IAB, 2011 Ad Revenue Report




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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


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




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CATEGORY TRENDS


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




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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



BEAUTY




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Beauty Sub-Category Mix & Performance

Fitness13%

Hair9%

Hair Removal

5%Nails9%Spa/Mass

age51%

Tanning/Skin9%

Teeth4%


$1,584 $1,308

$2,819

$1,875 $2,183

$1,567 $1,623

Average Revenue per Deal


Beauty Average Price Points

$44

$77

$25

$53

$44

$143

$80

Spa/Massage

Fitness

Nails

Tanning/Skin

Hair

Hair Removal

Teeth




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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



EVENT




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Event Sub-Category Mix & Performance

Concert14%

Holiday17%

Sports20%

Theater49%


$2,038

$2,149

$1,974

$2,331

Concert Holiday Sports Theater



Event Average Price Points

$23

$25

$30

$25

Concert

Holiday

Sports

Theater




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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


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





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RECREATION


Recreation Sub-Category Mix &Performance

Activity Center20%

Attraction19%

Bowling4%

Golf45%

Lessons7%

Summer Camp1%

Wineries4%


$2,233

$3,281

$1,559

$3,554

$1,704

$2,235

$3,337

ActivityCenter

Attraction Bowling Golf Lessons SummerCamp

Wineries





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Recreation Average Price Points

$36

$36

$19

$40

$46

$109

$35

Activity Center

Attraction

Bowling

Golf

Lessons

Summer Camp

Wineries


Recreation: Attraction

• SourceMedia– Cedar Rapids, IA

– Clarion Inn WaterparkResort

– $75 for $150 value hotel stay and waterpark passes

– Began 12/1/2011

– Sold 519





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Recreation: Winery

• The Washington Post– Washington, D.C.

– Vintage Piedmont

– $69 for $157 value winetasting package

– Began 7/18/2011

– Sold 499




RESTAURANT




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Restaurant Sub-Category Mix & Performance

American42%

Asian6%

BBQ4%

Coffee2%

Ice Cream2%

Indian1%

Italian21%

Mediterranean1%

Mexican11%

Seafood5%

Sports Bar4%

Thai1%



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





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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


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





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Restaurant: Italian

• St. Louis Post-Dispatch– St. Louis, MO

– Bartolinos Osteria

– $15 for $35 value

– Began 1/6/2012

– Sold 3,124 of first




RETAIL




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Retail Sub-Category Mix & Performance

Big Box1%

Clothing13%

Floral10%

Food38%Furniture

6%

Hobby12%

Holiday2%

Home15%

Jewelry3%


$2,281

$1,748

$2,413 $2,625

$1,974

$2,554

$1,691

$2,551

$1,411

Average Revenue per Deal


Retail Average Price Points

$56

$20

$22

$16

$96

$22

$19

$111

$115

Big Box

Clothing

Floral

Food

Furniture

Hobby

Holiday

Home

Jewelry




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Retail: Food

• The Wichita Eagle– Wichita, KS

– Cocoa Dolce Artisan Chocolate

– $15 for $30 value in fine chocolate

– Began 4/27/2012

– Sold 824



Retail: Home

• The Wichita Eagle– Wichita, KS

– Plant KingdomGreenhouse Outlets

– $30 for $60 worth ofplants and flowers

– Began 3/23/2012

– Sold 495





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SERVICE


Service Sub-Category Mix & Performance

Auto38%

Home35%

Medical15%

Pet6%

Photography6%


$2,251

$1,938

$2,643

$1,297 $1,392

Auto Home Medical Pet Photography





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Service Average Price Points

$37

$83

$146

$29

$77

Auto

Home

Medical

Pet

Photography


Service: Medical

• Tri-City Herald– Kennewick, WA

– King Lasik

– $1,850 for $3,700Lasik surgery

– Began 3/12/2012

– Sold 29





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Service: Auto

• Billings Gazette– Billings, MT

– CARNU Auto Detailing Center

– $75 for $150 value auto detail

– Began 3/9/2012

– Sold 367




TRAVEL




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Travel Sub-Category Mix & Performance

Regional Travel94%

National6%


$2,327

$4,332

National Regional



Travel Average Price Points

$198

$127

National

Regional




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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



Travel

• The Washington Post– Washington, DC

– The Greenbrier

– $349 for $700 value two-night package

– Began 2/17/2012

– Sold 166





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UNCONVENTIONAL DEALS


Dirt

• The Omaha World-Herald– Omaha, NE

– Kozy Lawn Care

– $200 for $415 value

– Ran 4/2/2012

– Sold 60

– Total Revenue: $12,000




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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



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





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Retail

• Fort Worth Star-Telegram– Fort Worth, TX

– Cheaper Than Dirt OutdoorAdventures

– $25 for $50 in merchandise

– Began 3/16/2012

– Sold 1,291



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





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Yoga Retreat


– Yogaville

– $85 for $170

– $225 for $450 valueweekend yoga package

– Began 8/31/2011

– Sold 406



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





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Adult Art Classes


– ArtJamz

– $37 for $67.62 value painting party

– Began 12/13/2011

– Sold 687



Swimming Lessons

• KTUU-TV– Anchorage, AK

– Swim Like a Fish

– $40 for $80 value in swim lessons

– Began 4/27/2012

– Sold 626





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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



Brunch with Unlimited Mimosas


– Station 4

– $15.50 for $30 certificate

– Began 1/25/2012

– Sold 2,688

– Total revenue: $ 41,664




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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




8 STEPS TO SUCCESS




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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.


1. Define Your Team

• No one-size fits all team

• Create team to ensure internal accountability

• Cannot be a “side project”




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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


1. Define Your Team

Months in GREEN are ones with a dedicated rep




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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?


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




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• KISS-FM (Detroit, MI)

• Budweiser Opening Act

• Sponsored by Budweiser



• Star-Tribune (Minneapolis, MN)

• Reel ‘Em In

• Sponsored by Gutter Helmet, Rapala




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• KFMB‐TV (San Diego, CA)

• Sponsored by Lawrence Furniture



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.




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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?



Brand Awareness

Relevant Location

Multiple Locations

Capacity

Positive Online Presence

Wow Factor




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• The Deals Committee– Establish approval criteria & share it

– Vet & refine new deals

– Discuss pipeline, sales challenges

– Track & discuss the competition

– Learn from past deals



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




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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


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




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5. Integrated Promotions

• Online & On Air



• Social Media & E-Blasts




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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


7. Build & Engage an Email & Social Database

5,000organic opt‐ins

10,000organic opt‐ins

20,000Organic opt‐ins

66%




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$‐

$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



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




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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



• The Washington Post

• Papa John’s

• Offer: Free Large One-Topping Pizza & Delivery

• Contest: Win Pizza for a Year




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• 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



• 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




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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


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.




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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


8. Develop a Promotions Calendar




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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


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.




Copyright 2012

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




Copyright 2012

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]

radio advertising bureau webinar online...

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