Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau Webinar
Online Promotions
What They Are & How You Can Capitalize on this Opportunity
John Potter
Matt Coen
SVP/Professional Development
Radio Advertising Bureau
jpotter@rab.com
800-232-3131
President and Co-Founder
Second Street Media
matt@secondstreet.com
314-880-4902
www.RAB.com
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
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 1
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Who We Are
Second Street Lab
Radio Advertising Bureau 2012
Our Partners
2,400 media companies
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 2
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Source: Borrell Associates In Billions
Why Online Promotions?
Second Street Lab
Radio Advertising Bureau 2012
WHY BROADCAST?
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 3
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Why Broadcast?
Trusted Info Source
Affluent & Valuable Audience
Ongoing Ad Options
Key Client Relationships
We’re Local
Second Street Lab
Multiple Media Promotions
Radio & TV
Radio Advertising Bureau 2012
What is an Online Promotion?
SPONSORED CONTESTS
ADVERTISER FACEBOOK CONTESTS
DEALS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 4
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
30 Fitness
Time of the Year:
•
Year Round
Contest Examples:
Sponsor Ideas:
New Year, New You
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• Arkansas Democrat-Gazette
Biggest Loser
• KVOA-TV
Narrow it Down for Lighten Up Lenoir
• New Bern Sun Journal
Smart-Healthy Challenge Giveaway!
Gyms
Diet programs
Salons
Plastic surgeons
Personal trainers
Wellness centers
Doctors offices
• York Daily Record
The Subway® Biggest Weight Loss Challenge
• WPXI-TV
Second Street Lab
Radio Advertising Bureau 2012
29 Recipes
Time of the Year:
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•
May- Cinco de Mayo
June/July- Picnic Recipes
• November/December-Holiday Recipes
Contest Examples:
Sponsor Ideas:
NAIA Cookie Challenge 2012
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•
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• Sioux City Journal
Holiday Guide Recipe Contest
• WEVV-TV
King Scoopers 4th Annual Recipe Contest
• The Colorado Springs Gazette
Grocery Stores
Specialty Food Stores
Bakeries
Food Companies
Farmer’s Markets
Restaurants
Reason for the Season Recipe Contest
• The Advocate
12 Days of Cookies Contest
• Omaha World-Herald
Kids Can Cook Too Contest
• Tribune Chronicle
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 5
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
28 Essay
Time of the Year:
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•
The Holidays
Disease Awareness Months
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•
Graduation
National Holidays
Contest Examples:
Sponsor Ideas:
Toro Winter Essay Contest
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• WFRV-TV
Florida Dental Something To Smile About
• WFTV-TV
My Favorite Loretta Lynn Song
• Aiken Standard
The Closer to My Dreams Sweet Sixteen Send Off
• WKYS-FM
Grocery Stores
Travel Agencies
Healthcare Centers
Clothing Stores
Super Market
Banks
Local Universities
What Christmas Means to Me
• Leader-Telegram
Show Me Your Heart Poetry Contest
• Nextstar Broadcasting
Second Street Lab
Radio Advertising Bureau 2012
27 Memorable Moments
Time of the Year:
•
Year Round- Holidays or Summer Vacations
Contest Examples:
Sponsor Ideas:
Totally 80’s Photo Contest
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• WPHL-TV
I Love the 80’s
• Savannah Morning News
Meal & Memories: Best of 2011
Photo Contest
• Newberry Observer
Miss Marcia… Your Favorite Memories
• WTVC-TV
100 Years if Chevrolet
• St. Louis Post-Dispatch
Amusement Park
Sports Team
Stage Shows
Sports Stores
Hotels
Travel Agency
Airline
Photography Studio
Fair
Bakery
Museum
Mall
Restaurants of Yesteryear
• Daily Inter Lake
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 6
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
26 Prom
Time of the Year:
•
Spring
Contest Examples:
Sponsor Ideas:
Prom Queen
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• WPRO-FM
Prom Photo Contest
• Kinston Free Press
Pittsburgh’s Best Prom Dress Contest
• WPXI-TV
Prom King & Queen
• Times-News
Tuxedo Rentals
Dress Shops
Florists
Event Venues
Limousines
Restaurants
DJ’s
Photographers
Salons/Spas
Prom Contest 2011
• The Gazette-Washington Post
Hot Prom Takeover!
• WHAT-FM
Second Street Lab
Radio Advertising Bureau 2012
25 Weather/Temperature
Time of the Year:
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•
Fall- Foliage Contest
Winter- Winter Wonderland
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Spring- Wildflowers Contest
Summer- Blue Sky Contest
Contest Examples:
Sponsor Ideas:
Beat The Heat Photo Contest
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• KDAF-TV
A Taste of Summer Contest
• WBBO-FM
Spring Snapshots Photo Contest
• Fort Worth Star-Telegram
Beauty of a Carolinas Spring 2012
• Charlotte Observer
Camera Stores
Photo Printing Centers
Photography Studios
Credit Unions
Banks
Outdoor Supply Stores
Theme Parks
Travel Agencies
Best Snowman Photo Contest
• The News Tribune/The Olympian
Weather Photos
• WXYZ-TV
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 7
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
24 Fishing/Hunting
Time of the Year:
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Hunting Season- varies by state
Summer- great for fishing contests
Contest Examples:
Sponsor Ideas:
Hunting Photo Contest
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• West Central Tribune
Eagle Post Fishing Photo Contest
• The Eagle Post
Fresh Catch Contest
• Union Leader Corporation
Gun Shops
Boat Stores
Fishing Supplies
Taxidermy/Deer Processors
Sporting Goods Stores
Outdoor Supply Stores
2011 Gary the Turkey
• Norfolk Daily News
Best Buck or Doe
• The Advocate
2011 Virtual Buck Pole
• WILX-TV
Second Street Lab
Radio Advertising Bureau 2012
23 Brackets
Time of the Year:
•
Year Round – March Madness Popular
Contest Examples:
Sponsor Ideas:
Battle of the Bands Bracket Contest
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• St. Louis Post-Dispatch
Moe’s Bracket Challenge
• WRAL Sports
More Burger Wars
Restaurants
Event Venues
Sporting Goods Stores
Athletic Teams
Apparel Shops
• KVVU-TV
Best Pizza Playoff Contest
• The Hour
The Onion Beer Bracket
• The Advocate
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 8
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
22 Drawing/Art
Time of the Year:
•
•
Year Round
Specific Holidays
Contest Examples:
Sponsor Ideas:
Lego Building Contest
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• Lakeland Ledger
2012 Insight Amateur Photo Contest
• Norfolk Daily News
September 2011 SnapShots Contest
• New Mexico Marketplace
Family Restaurants
Hospitals
Grocery Stores
Art Supply Stores
Performing Arts Schools
Theatre Troops
White Box Challenge
• WAVY/WVBT-TV
Design Challenge
• KATU-TV
Second Street Lab
Radio Advertising Bureau 2012
21 Wedding
Time of the Year:
•
•
Year Round
Typical Wedding Season is Spring
Contest Examples:
Sponsor Ideas:
Ultimate Wedding
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• Lincoln Journal Star
The Royal Wedding of Her Dreams
• WMMJ – FM
Wedding Photo Contest
• Savannah Morning News
Wedding Exhibit Hot Fiancé Contest
• WAPE-FM
Wedding Outtakes Contest
Wedding Venues
Florist
Grocery Stores
Tuxedo Rentals
Dress Shops
Limousines
DJs
Restaurants
Salons/Spa’s
• Marin Magazine
Let INC Marry You!
• WISE-TV
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 9
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
20 Makeover
Time of the Year:
•
•
Year Round
Landscaping: Warmer Months
Contest Examples:
Sponsor Ideas:
Green & Gold Man Cave
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• WKLH-FM
Hitson Cabinet’s Kitchen Makeover
• WTVC-TV
Grants Ugliest & Oldest Kitchen Photo Contest
• Chicago Sun-Times
I Need A New Roof!
• WFTV-TV
Grimiest Grill Contest
• WSAW-TV
Makeover Contest 2011
• Gaston Gazette
Second Street Lab
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
Radio Advertising Bureau 2012
19 Travel/Vacation
Time of the Year:
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•
Summer
Spring Break
Contest Examples:
Sponsor Ideas:
Vacation Photo Contest
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• Marin Magazine
Breckenridge Ski Resort Poster Contest
• Summit Daily
Sell of Vacations – WIN A TRIP
• Suburban Newspaper
Shrek Sandcastle Contest
• The Orange County Register
Have a Great Summer Contest
• WBBO-FM
Second Street Lab
Travel Agents
Hotels & resorts
Bed & Breakfast
Camera Stores
Restaurants
Tourism Centers
Waterparks
Travel Magazines
Car Rental
Sports Teams
Breweries
Cruise Lines
Airlines
Tourism Board
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 10
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
18 Nature
Time of the Year:
•
•
Fall – Foliage Contest
Winter – Winter Wonderland
• Spring – Wildflowers Contest
• Summer – Blue Sky Contest
Contest Examples:
Sponsor Ideas:
Wildflower Photo Contest - 2012
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• The Orange County Register
Your Turn
• Appeal Democrat
Gorgeous Gardens
• KBJR-TV
Oregon Outdoors Wild Bird Photo Contest
• Southern Oregon Media Group
Camera Stores
Photo Printing Centers
Photography Studios
Credit Unions
Banks
Travel Agencies
Theme Parks
Outdoor Supply Stores
Wisconsin Trails 2012 Photo Contest
• Milwaukee Journal Sentinel
Second Street Lab
Radio Advertising Bureau 2012
17 Creative
Time of the Year:
•
Year Round – Summer seems most successful season
Contest Examples:
Sponsor Ideas:
Short Film Contest – BT Winnipeg
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• Breakfast Television
2012 Cruisin’ Downriver Calendar Contest
• Michigan Central
2012 Bacon Queen Contest
• Des Moines Register
Big Ken & Colleen’s Corny Photos Contest
• Des Moines Radio Group
Why do you love News 1130
• CKWX-AM
Second Street Lab
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 11
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
16 Big Giveaway
Time of the Year:
•
Year Round
Contest Examples:
Sponsor Ideas:
Chevy Cruze
•
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• KTLA – TV
Marling HomeWorks Ugliest Kitchen
Makeover Contest
• WISC-TV
Dream Wedding 2012
• WNDU – TV
Aloha Fridays – Win a Ka’anapali
Vacation!
• KOMO – TV
The Master of All Garage Giveaway!
Airlines
Restaurants
Hotels
Jewelry Stores
Car Dealerships
Motorcycle Shops
Bed & Breakfasts
Sports Venues
Concert Venues
Furniture Stores
Wedding Venues
• CITI-FM
Second Street Lab
Radio Advertising Bureau 2012
15 School Spirit/Biggest Fan
Time of the Year:
•
•
August – Back to School
October - Homecoming
• May/June – Prom and Graduation
• Any Sports Season
• Most Popular – Football and baseball
Contest Examples:
Sponsor Ideas:
LMFAO Suite
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• Edmonton Sun
First National Bank “School Spirit”
Video Contest
• North Platte Telegraph
NKOTBSB Contest
• WPMT-TV
School of the Year
• KidsLinked.com
Time Warner Cable Fan Frenzy Contest
• WRAL Sports
Second Street Lab
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 12
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
14 Mother’s Day/Father’s Day
Time of the Year:
•
•
August – Back to School
October - Homecoming
• May/June – Prom and Graduation
• Any Sports Season
• Most Popular – Football and baseball
Contest Examples:
Sponsor Ideas:
Mommy & Me
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• WLMG – FM
Fathers Day Photo Contest 2011
• Kearney Hub
Mother Daughter Lookalike Contest
• WKOL-FM
FM99 Rockstar Mom Contest
• WNOR-FM
Father & Child Photo Contest
• Jacksonville Daily News
Second Street Lab
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
Radio Advertising Bureau 2012
13 Goodwill
Time of the Year:
•
Year Round
Contest Examples:
Sponsor Ideas:
Eco Ambassadors
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• KFMB – TV
WQSB / Pepsi Field of Dreams
• WQSB-FM
Praise 103.9’s Pastor of the Month
• WPPZ – FM
Lend A Helping Glove
• Indianapolis Indians
Pose for the Cure
• KBXX – FM
Second Street Lab
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 13
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
12 Cars/Motorcycles
Time of the Year:
•
Year Round
Contest Examples:
Sponsor Ideas:
Transform your Toyota
•
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• Statesboro Herald
ADAMM Classic Car Contest
• Milwaukee Journal Sentinel
E2Xtreme Car Design Contest
• Boy Scouts of America
Ugliest Car Contest
• The News
Chevrolet 100th Anniversary photo Contest
• State Journal – Register
Second Street Lab
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
Radio Advertising Bureau 2012
11 Best Of
Time of the Year:
•
•
Year Round
Typically Annual
Contest Examples:
Sponsor Ideas:
Best of Gaston 2012
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• Gaston Gazette
Kindest O.C. Owner 2011
• The Orange County Register
Diamond Awards 2011
• MPLS St. Paul Magazine
Best of 2012
• Times of Northwest Indiana
Best of the Best 2011
• Chattanooga Times Free Press
Second Street Lab
Restaurants
Car Services
Handyman
Accountant
Local Event
Nursery
Carpet Store
Grocery Store
Car Dealer
Dentist
Kennel
Real Estate Broker
Doctor
Bank
Movie Theater
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 14
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
10 Holiday
Time of the Year:
•
Any Holiday Season
Contest Examples:
Sponsor Ideas:
Scared of Santa Photo Contest
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• U-T San Diego
Holiday Lights Contest
• WAVY/WVBT-TV
It’s a Wonderful Wreath
• New Bern Sun Journal
B Christmas Choir Competition
• Emmis Indianapolis
Santa and Me
• The Orange County Register
Second Street Lab
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
Radio Advertising Bureau 2012
9 Beauty
Time of the Year:
•
•
Hot Body – Summer
Beauty – Year Round
Contest Examples:
Sponsor Ideas:
Rock Girl Search 2011
•
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• WHQG-FM
Hot Beach Bodies
• WWKX-FM
Hottest Mom Contest
•
WKLH-FM
PLAZER’s 2011 $40,000 Rock Girl Search
•
Hair Salons
Nail Salons
Tanning Salons
Clothing Stores
Fashion boutiques
Gym/Fitness Centers
Restaurants
KAZR-FM
Pinkalicious Diva for a Day
• KidsLinked.com
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 15
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
8 Advertisers
Time of the Year:
•
Year Round
Contest Examples:
Disneyland Resort Sweepstakes
• KDAF – TV
Clover Billboard Contest
• KZST – FM
March Baldness
• KZEP-FM
Find Scotty at Seabreeze
• WROC-TV
Washington Trust – ILUVRI Photo
Contest
• Rhode Island Monthly
Second Street Lab
Radio Advertising Bureau 2012
7 Halloween
Time of the Year:
•
Halloween – October 31st
Contest Examples:
Sponsor Ideas:
3rd Annual Cutest Trick’r Treater
•
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• Statesboro Herald
Little Rock Mamas Halloween Contest
• Arkansas Democrat-Gazette
Halloween Pet Photo Contest
• WPXI – TV
Halloween Costume Photo Contest
• KFDM-TV
Costume Stores
Grocery Stores
Candy Stores
Florists
Kids Museum
Pet Stores
Candy Brand
Haunted Houses
FetchToto Halloween Costume Contest
• KWCH-TV
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 16
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
6 Talent
Time of the Year:
•
•
Year Round
Bragging Rights Have No Season
Contest Examples:
Sponsor Ideas:
The Tiny Tim Talent Search
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• KTAR-FM
My Kid Can Sing Contest
• Savannah Morning News
Be Amy For a Day
• KHFI – FM
RockErie Music Awards 2011
• Erie Times-News
Second Street Lab
Craft Stores
Music Supply Stores
Talent Agency
Dance Studio
Voice Trainer
Recording Studio
Art Gallery
Camera Store
Community Colleges
Pottery Studio
Radio Advertising Bureau 2012
5 Couples
Time of the Year:
•
•
Year Round
Holiday Specific – Valentine’s Day (February 14th)
Contest Examples:
Sponsor Ideas:
Cutest Couple Photo Contest
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• York News-Times
How We Met
• The Day
Cutest Couple 2012
•
Kenosha News
Cutest Couple Photo Contest
• WGN-TV
Bacardi Oakheart Sweetheart
•
The Reader
Second Street Lab
Jewelry Stores
Hair Salon
Hotel
Travel Agency
Candy Store
Florist
Spa
Mall
Restaurant
Furniture Store
Photographer
Winery
Movie Theater
Live Theater
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 17
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
4 Pets
Time of the Year:
•
•
Year Round
Seasonal Opportunities Like Snow Dogs & Pet Halloween
Contest Examples:
Sponsor Ideas:
Dog Days Of Summer Pets Contest
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• York News-Times
Cutest Canine Photo Contest
• Sarasota Herald Tribune
Cutest Canine Contest
• Newsday
2012 Pet Calendar Voting
•
The Citizen’s Voice
Cutest Pet Photo Contest
• Tribune Chronicle
Second Street Lab
Pet Stores
Grooming Salons
Vet Clinics
Local Humane Society
Dog Walkers
Pet Boutiques
Breeders
Doggie Daycare
Pet Boarding Facilities
Dog Trainers
Obedience Schools
Radio Advertising Bureau 2012
3 Local Sports
Time of the Year:
•
•
Fall - Football
Spring/Summer – Baseball
•
Winter - Basketball
Contest Examples:
Sponsor Ideas:
Athlete of the Year-Fan Favorite
•
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• The Orange County Register
Gridiron Invasion Voting
• KKBQ-FM
2011 High School Football Awards
• WTOV – TV
Female Athlete of the Year 2011
• Citrus County Chronicle
Restaurants
Convenience Stores
Fast Food Chains
Sporting Good Stores
Memorabilia Stores
Car Dealers
Insurance
Banks
Big Game TV Giveaway
• Las Vegas Review Journal
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 18
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
2 Sweepstakes
Time of the Year:
•
•
Year Round
Often Run Daily
Contest Examples:
Sponsor Ideas:
Badge Magic Stick With Us! Giveaway
•
•
•
•
•
•
• Boys Life Magazine
Yacht Getaway
• KTLA – TV
Win a New Backyard Contest
• The News-Herald
Lottery
Grocery Store
Convenience Store
Concert Venue
Appliance Stores
Electronics Stores
Aaron Rodgers Autographed Helmet Giveaway
• WLUK – TV
Win a $1,000 gas card from Clark Howard
• WSB – AM
Second Street Lab
Radio Advertising Bureau 2012
1 Kids/Babies
Time of the Year:
•
•
Year Round
Holiday Opportunities – Such as Easter and Halloween
Contest Examples:
Sponsor Ideas:
Baby Bash 2012
•
•
•
•
•
•
•
• WEZB – FM
Cute Kids Football Fan Contest
• Tribune Chronicle
Cutest Kid Photo Contest
• Aiken Standard
Insanely Cute Preschooler 2011
Children’s Clothing Stores
Specialty Baby Shops
Photography Studios
Kids Restaurants
Daycare Centers
Nanny Recruitment Offices
Babysitters
• The Orange County Register
Baby Idol 4
• WPRO – FM
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 19
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
What is an Online Promotion?
SPONSORED CONTESTS
ADVERTISER FACEBOOK CONTESTS
DEALS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 20
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Marketing Choices
Agency Contests
Print
Web
On‐Air Email Blasts
SEO Packages
Social Media
Pay‐Per Click
Text Messages
Direct Mail
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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 21
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 22
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 23
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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)
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 24
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
What is an Online Promotion?
SPONSORED CONTESTS
ADVERTISER FACEBOOK CONTESTS
DEALS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Why Performance-based Advertising?
Internet Advertising Revenue Breakdown
4%
31%
Impression‐based
Prformance‐based
Hybrid
65%
IAB, 2011 Ad Revenue Report
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 25
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Deals = Performance-based Advertising
Why deals help advertisers?
Why deals help your site?
• Deals bring new customers in
the door
• Highly trackable with
immediate results
• Sustainable model for
advertisers who understand
their margins & limitations
• 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
Sales Focus
Deal Quality
Planning
Success
Evolving the Model
Second Street Lab
Database Growth & Engagement
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 26
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
CATEGORY TRENDS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Category Mix and Performance
Mix by Total Revenue
Retail
11%
Travel
6%
Average Revenue Per Deal
Beauty
15%
$4,711 Event
6%
$2,801 $1,929 Restaurant
42%
Second Street Lab
Recreation
20%
Beauty
$2,215 Event
Recreation
$2,246 $2,235 Restaurant
Retail
Travel
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 27
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Average Price Point By Category
Travel
$137 Retail
$37 Restaurant
$13 Recreation
$46 Event
$29 Beauty
$56 $‐
Second Street Lab
$20
$40
$60
$80
$100
$120
$140
$160
Radio Advertising Bureau 2012
BEAUTY
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 28
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Beauty Sub-Category Mix &
Performance
Teeth
4%
Mix by Total Revenue
Tanning/S
kin
9%
Fitness
13%
Average Revenue per Deal
$2,819 Hair
9%
Spa/Mass
age
51%
Second Street Lab
$2,183 Hair Removal
5%
$1,584 $1,875 $1,567 $1,308 $1,623 Nails
9%
Radio Advertising Bureau 2012
Beauty Average Price Points
Teeth
$80 Hair Removal
$143 Hair
$44 Tanning/Skin
Nails
$53 $25 Fitness
$77 Spa/Massage
Second Street Lab
$44 Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 29
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Beauty: Laser Hair Removal
• Arkansas DemocratGazette
– Little Rock, Arkansas
– Indulgences by Body
Bronze
– $99 for $2400 value laser
hair removal service
– Began 10/14/2011
– Sold 245
– Total revenue: $24,255
Second Street Lab
Radio Advertising Bureau 2012
EVENT
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 30
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Event Sub-Category Mix &
Performance
Mix by Total Revenue
Average Revenue Per Deal
Concert
14%
$2,331 $2,149 Theater
49%
Holiday
17%
Sports
20%
Second Street Lab
$2,038 $1,974 Concert
Holiday
Sports
Theater
Radio Advertising Bureau 2012
Event Average Price Points
Theater
$25 Sports
$30 Holiday
$25 Concert
Second Street Lab
$23 Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 31
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 32
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
RECREATION
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Recreation Sub-Category Mix &
Performance
Summer Mix by Total Revenue
Camp
Wineries
1%
4%
Lessons
7%
Activity Center
20%
Average Revenue Per Deal
$3,554 $3,281 $3,337 $2,233 $2,235 $1,704 $1,559 Attraction
19%
Golf
45%
Activity
Center
Attraction
Bowling
Golf
Lessons
Summer
Camp
Wineries
Bowling
4%
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 33
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Recreation Average Price Points
Wineries
$35 Summer Camp
$109 Lessons
$46 Golf
Bowling
$40 $19 Attraction
$36 Activity Center
$36 Second Street Lab
Radio Advertising Bureau 2012
Recreation: Attraction
• SourceMedia
– Cedar Rapids, IA
– Clarion Inn Waterpark
Resort
– $75 for $150 value hotel
stay and waterpark passes
– Began 12/1/2011
– Sold 519
– Total revenue: $38,925
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 34
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Recreation: Winery
• The Washington Post
– Washington, D.C.
– Vintage Piedmont
– $69 for $157 value wine
tasting package
– Began 7/18/2011
– Sold 499
– Total revenue: $34,431
Second Street Lab
Radio Advertising Bureau 2012
RESTAURANT
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 35
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Restaurant Sub-Category Mix &
Performance
Sports Bar
4%
Seafood
5%
Mediterranean
1%
Thai
1%
Mix by Total Revenue
Mexican
11%
American
42%
Italian
21%
Indian
1%
Ice Cream Coffee
2%
2%
Second Street Lab
Asian
6%
BBQ
4%
Radio Advertising Bureau 2012
Restaurant Sub-Category Mix &
Performance
Average Revenue Per Deal
$3,112 $2,636 $2,219 $2,203 $2,057 $1,951 $1,488 Second Street Lab
$1,518 $2,073 $2,174 $1,928 $1,382 Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 36
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Restaurant Average Price Points
Thai
$13 Sports Bar
$12 Seafood
$16 Mexican
$12 Mediterranean
$14 Italian
$13 Indian
$12 Ice Cream
$7 Coffee
$10 BBQ
$12 Asian
$13 American
$13 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 37
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Restaurant: Italian
• St. Louis Post-Dispatch
–
–
–
–
–
–
Second Street Lab
St. Louis, MO
Bartolinos Osteria
$15 for $35 value
Began 1/6/2012
Sold 3,124 of first
Total revenue: $46,860
Radio Advertising Bureau 2012
RETAIL
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 38
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Retail Sub-Category Mix &
Performance
Jewelry
3%
Mix by Total Revenue
Big Box
1%
Average Revenue per Deal
Holiday
2%
Home
15%
Clothing
13%
$2,413 $2,281 Floral
10%
$2,625 $2,554 $2,551 $1,974 $1,748 $1,691 $1,411 Hobby
12%
Food
38%
Furniture
6%
Second Street Lab
Radio Advertising Bureau 2012
Retail Average Price Points
Jewelry
$115 Home
Holiday
Hobby
$111 $19 $22 Furniture
Food
Floral
Clothing
$96 $16 $22 $20 Big Box
Second Street Lab
$56 Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 39
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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 Kingdom
Greenhouse Outlets
– $30 for $60 worth of
plants and flowers
– Began 3/23/2012
– Sold 495
– Total revenue: $14,850
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 40
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
SERVICE
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Service Sub-Category Mix &
Performance
Mix by Total Revenue
Photography
6%
Average Revenue Per Deal
Pet
6%
$2,643 $2,251 $1,938 Auto
38%
Medical
15%
Auto
Home
Medical
$1,297 $1,392 Pet
Photography
Home
35%
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 41
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Service Average Price Points
Photography
Pet
$77 $29 Medical
$146 Home
$83 Auto
Second Street Lab
$37 Radio Advertising Bureau 2012
Service: Medical
• Tri-City Herald
– Kennewick, WA
– King Lasik
– $1,850 for $3,700
Lasik surgery
– Began 3/12/2012
– Sold 29
– Total revenue: $53,650
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 42
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
TRAVEL
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 43
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Travel Sub-Category Mix
& Performance
National
6%
Mix by Total Revenue
Average Revenue Per Deal
$4,332 $2,327 Regional Travel
94%
Second Street Lab
National
Regional
Radio Advertising Bureau 2012
Travel Average Price Points
Regional
National
Second Street Lab
$127 $198 Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 44
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 45
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
UNCONVENTIONAL DEALS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Dirt
• The Omaha WorldHerald
–
–
–
–
–
–
Second Street Lab
Omaha, NE
Kozy Lawn Care
$200 for $415 value
Ran 4/2/2012
Sold 60
Total Revenue: $12,000
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 46
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Butcher Shop
• Belleville NewsDemocrat
–
–
–
–
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, 1,540
of 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 47
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Retail
• Fort Worth Star-Telegram
– Fort Worth, TX
– Cheaper Than Dirt Outdoor
Adventures
– $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 shooting
experience
– Sold 361
– Total revenue: $14,079
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 48
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Yoga Retreat
• The Washington Post
–
–
–
–
Washington, D.C.
Yogaville
$85 for $170
$225 for $450 value
weekend 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 ride
and membership to group
– Began 12/12/2011
– Sold 190
– Total revenue: $11,400
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 49
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 50
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
–
–
–
–
–
–
Second Street Lab
Washington, D.C.
Station 4
$15.50 for $30 certificate
Began 1/25/2012
Sold 2,688
Total revenue: $ 41,664
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 51
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
8 STEPS TO SUCCESS
D R I V I N G
R E V E N U E
Second Street Lab
|
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
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 52
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
8 Steps to Success
1.
2.
3.
4.
5.
6.
7.
8.
Define your team.
Understand your goals.
Target the right advertisers.
Build an advertiser Facebook model.
Integrated promotion.
Track promotions revenue in your budget.
Build & engage an email and social database.
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”
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 53
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 54
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
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Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
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Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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.
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 57
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
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Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Focusing on the Right Categories
Category Mix by Revenue
Avg. Rev Per Deal by Category
Services, 14%
$2,000
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$‐
Retail, 23%
Restaurant 15.6%
Beauty, 23%
Event, 5%
Recreation
14.9%
60% of Deals from Lowest Performing Categories
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 59
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
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Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
5. Integrated Promotions
• Online & On Air
Second Street Lab
Radio Advertising Bureau 2012
5. Integrated Promotions
• Social Media & E-Blasts
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
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Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
5. Integrated Promotions
• Widgets
Second Street Lab
Radio Advertising Bureau 2012
5. Integrated Promotions
• Offline & Online
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 62
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
10,000
20,000
Organic opt‐ins organic opt‐ins
5,000
organic opt‐ins
Second Street Lab
66%
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 63
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
7. Build & Engage an Email & Social Database
• A Tale of Two Cities
Revenue Growth
$250,000
$200,000
$150,000
$100,000
$50,000
$‐
1
Second Street Lab
2
3
4
5
6
7
8
9
10
11
12
13
14
Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
• A Tale of Two Cities
Revenue Growth
Email Growth
$250,000
25,000
$200,000
20,000
$150,000
15,000
$100,000
10,000
$50,000
5,000
0
$‐
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Second Street Lab
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 64
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
7. Build & Engage an Email & Social Database
Understand the Value of Your List
Emails per Year
Average Price
Conversion Rate
Average Revshare
Sales
Second Street Lab
Opt‐
outs
Database
Radio Advertising Bureau 2012
7. Build & Engage an Email & Social Database
• The Washington Post
• Papa John’s
• Offer: Free Large OneTopping Pizza & Delivery
• Contest: Win Pizza for a
Year
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 65
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 66
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 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
•
•
•
•
•
•
•
Second Street Lab
Results
Increased purchasers by
60%
From 30% to 40%
New buyers averaged 2x
additional purchases after
first
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.
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 67
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
8. Develop a Promotions Calendar
Month
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
Holidays/NYE (early deals/last minute 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
December
Second Street Lab
stocking stuffers)
Radio Advertising Bureau 2012
8. Develop a Promotions Calendar
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 68
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
8. Develop a Promotions Calendar
Month
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.
2.
3.
4.
5.
6.
7.
8.
Define your team.
Understand your goals.
Target the right advertisers.
Build an agency model.
Integrated promotion.
Track promotions revenue in your budget.
Build & engage an email and social database.
Develop a promotions calendar.
Second Street Lab
Radio Advertising Bureau 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 69
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
RAB Resources
www.RAB.com
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 70
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 71
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
DECEMBER 2012
MONTHLY EVENTS
Bingo's Birthday Month Sunday
National Drunk / Drugged Driving Prevention
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
National Write A Business Plan Month 1
Operation Santa Paws Basketball Created (1891)
Safe Toys and Gifts Month Worldwide Food Service Safety Month WEEKLY EVENTS
World AIDS Day
2
3
Safety Razor Patented (1901)
International Day of Persons With Disabilities
Special Education Day
4
5
9
Kwanzaa 12/26 ‐ 1/1
International Anti‐Corruption Day
16
10
11
National Miner's Day
AFL‐CIO Founded (1955)
National Pawnbrokers Day
12
Human Rights Day
International Mountain Day
Frank Sinatra Birthday (1915)
Nobel Prize Awards Ceremonies
Unicef Established (1946)
Poinsettia Day
17
Wright Brothers Day
18
7
International Volunteer Day
Chanukah 9 ‐ 16
Human Rights Week 10 ‐ 17
6
19
13
Pearl Harbor Day
14
National Salesperson's Day
20
International Migrants Day
21
8
National Day of the Horse
15
Bill of Rights Day
22
1st Crossword Puzzle (1913)
Pilgrim Landing (1620)
23
24
Christmas Eve
30
31
25
Christmas Day
26
Canada: Boxing Day
27
28
29
YMCA Organized (1851)
First U.S. Bank Opens (1781)
New Year's Eve
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 72
Online Promotions
What They Are and How You Can Capitalize On This Opportunity
RAB Webinar, September, 2012
Thank You For Joining Us!
John Potter
Matt Coen
SVP/Professional Development
Radio Advertising Bureau
jpotter@rab.com
800-232-3131
President and Co-Founder
Second Street Media
matt@secondstreet.com
314-880-4902
RAB Member Response
member_response@rab.com
800-232-3131
Radio Advertising Bureau, www.rab.com
Second Street Media, www.secondstreet.com
Copyright 2012
Page 73