How TV is CRUSHING IT with promotions
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Discover how TV stations of all types and sizes are finding success with promotions – and how you can too – in the How TV Is Crushing It with Promotions webinar, where I was joined by Sara Droke, the Manager of Contests and Promotions for WPSD, and Kent Oglesby, the Internet Director for KY3.
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How TV is CRUSHING IT with promotions
- 1. @secondstreetlab how TV is CRUSHING IT with promotions
- 2. @secondstreetlab Liz Crider Director of Affiliate Success Second Street @emcrider Sara Droke Director of Emerging Media WPSD-TV @sjdroke Kent Oglesby New Media Development Manager KY3-TV @KentOgs Welcome!
- 4. @secondstreetlab Follow @secondstreetlab on Twitter! Want to win an exclusive prize? #PromotionsLab
- 8. @secondstreetlab Why Online Promotions? Source: Borrell Associates InBillions $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
- 9. @secondstreetlab Why Online Promotions? Source: Borrell Associates InBillions $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 $80 Billion by 2017!
- 11. @secondstreetlab Why TV & Promotions • BIG Business with BIG Opportunity • Drive Viewers • Drive Email & Data for YOUR station • Drive Results for YOUR advertisers • Make TV Accessible to More Advertisers
- 13. @secondstreetlab Sara Droke Director of Emerging Media WPSD-TV @sjdroke
- 14. @secondstreetlab
- 15. @secondstreetlab Kent Oglesby New Media Development Manager KY3-TV @KentOgs
- 16. @secondstreetlab
- 17. @secondstreetlab Today’s Lineup • It’s all about the PLAN • Programming Opportunities • Promotions for Every Station • What’s Next • Resources • Q&A
- 18. @secondstreetlab IT’S ALL ABOUT THE PLAN!
- 19. @secondstreetlab “If you don't know where you are going, you'll end up someplace else.” -Yogi Berra
- 20. @secondstreetlab “Our plan takes the stress out of working across departments and let’s us sell more efficiently!” -Sara Droke, WPSD-TV Why a Plan Matters…
- 21. @secondstreetlab "Planning is the key! It allow us to have an edge on our competition by being first to market with promotional ideas, plus it gives our reps more time to efficiently prospect for specific promotions.” -Kent Oglesby, KY3-TV Why a Plan Matters…
- 22. @secondstreetlab How to Plan Your Promotions 1. Internal Initiatives 2. Programming 3. Local Events/Happenings 4. Historical Data
- 23. @secondstreetlab Network Tie-Ins (the no-brainers)
- 24. @secondstreetlab Calendar: Seasonal PortionMonth Seasons/Holidays Local Events Initiatives Sales Top Performers Jan New Year's Get Fit Special Section Categories: Health Care Automotive Financial Restaurants _________ Specific Advertisers: Trader Joe’s Commerce Bank Children’s Hospital Café Napoli CONTESTS: Kids & Babies Sweepstakes Custom Sports Big Giveaway Pets Fan Spirit Talent Advertiser Specific Travel & Vacation Couples BALLOTS: Metro High School Sports Holidays Wedding Food Sports Family Favorites Local Events Bands Thematic Deep Dive ECOMMERCE: Golf Card Holiday Store Mother’s Day Store Father’s Day Store Spa Card Travel Offers Restaurant Offers Recreation Offers Event Offers Theme Weeks Feb Valentine's Day Mardi Gras Bridal Guide Mar St. Patrick's Day College Basketball Tournament Golf Section Basketball Section Apr Easter Baseball Opening Day Best Of Awards Event May Mother's Day Memorial Day Summer Travel Issue Graduation Section Salute to Nurses Jun Father's Day Jul Independence Day Music Festival State Fair Aug High School Football Back to School HS Football Section Sep Labor Day College Football Pro Football Pro Football Section Oct Halloween County Fair Breast Cancer 5K Paint the Paper Pink Nov Thanksgiving Holiday Gift Guide Dec Christmas Hanukkah Holiday Parade Contest Idea Brainstorm
- 28. @secondstreetlab Why They Work for TV • Local, custom branding • Local, weekly prizes from sponsor • Align with programming • Sponsor coupon on contest page • On-air Talent act as VIP Pickers • Attract the hard to reach male viewer
- 29. @secondstreetlab KY3 – Pro Pick’Em
- 33. @secondstreetlab Why They Work for TV • Local, custom branding • Local AND National Prizes • Align with programming • Fun for viewers and on air talent • Ideal for smaller businesses like movie theaters and concert venues
- 36. @secondstreetlab Why They Work for TV • Attract a very targeted audience perfect for small advertisers • Drive content to use on air and online • Collect valuable data for advertisers • Social and Sharable
- 37. @secondstreetlab KY3 – Mom’s Day
- 38. @secondstreetlab WPSD – New Year, New You
- 41. @secondstreetlab Why They Work for TV • Easy to participate means a LOT of entries • Run a sweeps to grow YOUR database • Use sweepstakes to drive advertiser results • Ask survey questions for even more data • Staple in your program
- 42. @secondstreetlab KY3 – Branson Fun Guide -Year Long Initiative-
- 43. @secondstreetlab WPSD – Hear Clearly Giveaway -Drive Qualified Leads for Advertiser-
- 44. @secondstreetlab KY3 Eureka Springs - Grow Advertiser Database-
- 45. @secondstreetlab WPSD – Food for Friends -Grow Station Database-
- 46. @secondstreetlab Code Word (Watch & Win)
- 47. @secondstreetlab WPSD ‘Watch & Win’
- 49. @secondstreetlab Why They Work for TV • Solution for smaller advertisers to benefit from television • New advertiser categories for you to target • Drive foot traffic to your advertisers’ business • Proven solution to generate big revenue
- 51. @secondstreetlab WISE – Golf Tour Card
- 52. @secondstreetlab WPSD – Spa Card
- 53. @secondstreetlab KY3 - Theme Weeks
- 54. @secondstreetlab WPSD - Weekly Deals
- 56. @secondstreetlab Why They Work for TV • Incredibly social and sharable • Fun for your onair talent • Great way to capture data about your audience • Can be customized for advertiser
- 57. @secondstreetlab WDAF - Personality Quiz
- 58. @secondstreetlab KAKE – Advertiser Trivia Quiz
- 59. @secondstreetlab WJW – Advertiser Personality Quiz
- 61. @secondstreetlab Give Quizzes a Try
- 63. @secondstreetlab Why They Work for TV • Create niche ballots to target a specific group of advertisers and viewers • Learn about your viewer habits and interests • Target lots of sponsors and businesses in one promotion • Align with programming and inititavies
- 64. @secondstreetlab Fan’s Choice Ballots Category Ideas: •Best Offensive Player •Best Defensive Player •Best Tailgate Spot •Best Tailgate Food •Best Place to Watch a Game •Best Place to Celebrate a Win •Best Hotel
- 65. @secondstreetlab Thematic Deep Dive Theme ideas: •Best Bachelor •Blogs •Year in Review •Food Trucks •Small Business •Surveys
- 67. @secondstreetlab February 1. Watch & Win during Sweeps 2. Auto Racing 3. Oscars and/or Grammys Pick’em 4. Movie Awards Trivia Quiz 5. Date Night Sweeps
- 68. @secondstreetlab March 1. College Basketball Bracket 2. Fans’ Choice Ballot 3. Restaurant Theme Week 4. Which MLB Player Are You? Quiz 5. Pot of Gold Sweepstakes 6. Cutest Pet Photo Contest
- 69. @secondstreetlab April 1. Golf Pick’em 2. Spring Break Giveaway 3. Golf Card 4. What Are Your Chances of Making it On the Tour? Quiz
- 72. @secondstreetlab #Hashtag Photo Sweeps #iheartmydog Use a hashtag on Twitter or Instagram or upload from desktop/device or Facebook
- 73. @secondstreetlab Bridge Between Sweepstakes and Photo Contests
- 76. @secondstreetlab
- 80. @secondstreetlab Downloadable Sample Sales Packages secondstreetlab.com
- 81. @secondstreetlab Sign up now: February 3 4p ET secondstreetlab.com
- 82. @secondstreetlab WE RUN CONTESTS TOO! Ends Tomorrow! secondstreet.com/borrell
- 84. @secondstreetlab Q&A Liz Crider Director of Affiliate Success Second Street liz@secondstreet.com @emcrider Sara Droke Director of Emerging Media WPSD-TV @sjdroke Kent Oglesby New Media Development Manager KY3-TV @KentOgs
- 85. @secondstreetlab
Notes de l'éditeur
- My name is liz and I’m the director of affiliate success It’s my job to help our partners succeed with online promotions
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- Liz – We are a software company and are really proud to offer an online promotions suite to media companies including contests, ballots, ecommerce and quizzes – that help generate digital revenue, build social and email databases, and drive measurable results for advertisers
- Julie
- LIz Why are promotions so important to my digital revenue growth? Why should I be focused on promotions at all?
- Liz This chart from Borrell Associates shows the growth in online promotions spending. We are currently seeing that 40BB is being spent by local advertisers in 2014.
- Liz By 2017 that number will double to 80BB! WHY? Because Advertisers want to be a part of promotions because they ignite interactions with potential consumers in ways that traditional advertising alone can’t duplicate
- LIz Why are promotions so important to my digital revenue growth? Why should I be focused on promotions at all?
- Because promotions are big business with big money and bigg results. I’m really excited to have to people here that strongly believe in promotions and have invested in them – and seen some incredible results both for their station and for their advertisers. So in a nutshell – I think Kent and Sara would agree – Promotions are a business – with a LOT of opportunity! Promotions are also a way to make television advertising more accessible to more advertisers – this is something I did when I was still on the TV side – smaller advertisers could participate in deals or sponsorships or giveaways and they were able to see the benefit and power of TV – which can turn into additional spends and more revenue in the future.
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- Liz – Introduce – ask for a quick overview of the market and why promotions are important to you!
- SARA – Market landscape
- Liz Introduce – ask for market landscape and why promotions are important to you!
- KENT – market landscape
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- Why is planning so important? If you don’t put the right pieces in place, you’ll never reach your goal; these things don’t happen magically We all have the wish to grow revenue, so let’s talk about the ways you can do that
- Calendar of things that is done every year – challenge station to do $6k monthly in promotions – but the calendar helps alleviate the stress when working across departments! Also able to work further out – working in March and beyond now
- KENT – why it matters
- Liz
- Liz While you don’t need to be the home of NFL football to be crusing it with your football pickem contest – if you ARE broadcasting it –you have no reason to not run the contest!
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- Liz Even if you aren’t broadcasting the actual game – you are still talking about it during sports, in the morning show, on liine – so why not capitalize on that and run a sports contest as well!
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- Sara Advertiser goal was branding – Advertiser was thrilled
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- Liz Kent running this year for the first time w/ sponsor
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- Liz Kent running this year for the first time w/ sponsor
- Kent – Title sponsors and secondary sponsors – doubled revenue YOY 176 submissions
- Sara Multiple sponsors – gym, spa, clothing, hair - $4K for 3 weeks Photo submission and why need a new you Film the winner getting ‘made over’ and air package in news
- Liz
- Liz Kent running this year for the first time w/ sponsor
- Kent Weekly prizes – year long contest - 1271 submissions
- Sara Identified people in the market that wanted to buy hearing aids, want more info, who was in market to finance, book 8 consultations Gathering data with survey questions 164 qualified leads
- Kent 4K advertiser opt ins
- Sara
- Liz KUSI GREAT for driving vieweres at a designated time – especially during ratings periods. GREAT way to get viewers to watch your air and visit your webiste to enter to win. VERY high barrier to entry – you are asking viewers to take a lot of steps to enter so make sure your contest is fantastic!!
- Sara Driving viewers to 5-6a newscast to see winner
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- Liz Kent running this year for the first time w/ sponsor
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- Liz FT Wayne – DMA 109
- Sara – spa Card Valentine’s Day, Mom’s Day, Christmas
- Kent Land businesses that have not done deals in the past Extra week of volume/revenue – daily and theme week Year long plan – spa week, deli week, golf week, bbq, burger
- Sara Planning ahead – looking at top deals and front loading – gives sales time to sell Limited quantity Started doing theme weeks - quarterly
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- Liz Kent running this year for the first time w/ sponsor
- Liz WDAF – Kansas City – DMA 31
- Liz KAKE – Wichita KS – DMA 66
- Liz Cleveland – dma 19
- Liz Wichita Eagle – a newspaper beat TV to the punch on a TV specific quiz – so we need to hop to it!
- Liz Head to twitter or look in the GTM chat panel – we will give you the link! Lot’s of great turnkey quizzes available – Valentine’s Day, Big Game, Golf, Bride, Movie Awards – not to mention the millions you could create on your own
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- Liz Kent running this year for the first time w/ sponsor
- Liz Notre Dame Football
- Liz Pick the best comic for Sunday comic section. Helped build an internal database
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- Question for Kent & Sara – What is the benefit of promotions for your station? Why do you like them? Why do advertisers like them? Sara: Promotions allow advertisers to build a database of their own – for the station you are able to follow up with another sale. Kent: Exciting, fun, build social, build database, advertisers like them, email addresses, big splash of exposure during the promotion