How To Tackle Your 2015 Football Promotions – Newspapers

Editor's Notes

• #4: We will be live tweeting during the webinar – check for mentions of our football promotions MVP: Marty Carry!
• #6: Playbook is newly updated! Hot off the press!
• #7: Promotions University booth. Check them out in the pavilion
• #8: BRAND NEW Course added: Advertiser Contest SALES!
• #9: JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
• #10: A lot of excitement around football.
• #11: But who’s counting?
• #12: First lets discuss MANAGED pickems. Managed Sports Pickems are created by us at Second Street and managed week to week by our team. We put in scores and pick winners.
• #14: Works on all platforms. Mobile, inside facebook. Option to add the survivor game!
• #18: Dates to remember! Thursday night Sept 10th Steelers vs Patriots
• #19: Dates to remember! Thursday night Sept 10th Steelers vs Patriots
• #20:  thought about the now THREE very different markets he’s been in and I think some of the story is great to counteract “my market is different.” (An excuse that makes me cringe.) Marty could be the poster, not just for the “Marty Cary Model” but for the “it works in all markets; no excuses model.” 
• #21: These five steps represent the core of the “marty carry Model”
• #25: These five steps represent the core of the “marty carry Model”
• #27: These five steps represent the core of the “marty carry Model”
• #28: These five steps represent the core of the “marty carry Model”
• #29: Partnering with tv and radio and they are promoting as well.
• #30: These five steps represent the core of the “marty carry Model”
• #32: They did something really unique which allowed the sponsors to compete against each other as VIP pickers and if they had the top score at the end of the year they could win free advertising. 
• #33: McDonald’s has signed up to be the sponsor again in 2014!
• #34: McDonald’s has signed up to be the sponsor again in 2014!
• #36: This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #37: This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #38: A good way to distinguish an advertiser contest is to show how it is different from a traditional, sponsorship contest, and that starts with placement. A sponsored contest runs on your site with co-branding for both the media company and advertiser. Whereas the Advertiser contests model runs exclusively on the advertiser’s site and/or Facebook page. The more traditional model is the sponsored model - Where you sell sponsorship opportunities on contests that run on your website, allowing them to get exposure to your audience And we’ve seen thousands of media companies generate millions of dollars with these sponsorships. The other is the advertiser contest model where your company acts as a white-label provider. You’re in charge of promoting and managing the contests FOR the advertiser. So, instead of sharing the spotlight, you’re putting the advertiser front and center. So, one of the first distinguishing characteristics is where the contest runs… Placement – Advertiser contest are like a party the advertiser is throwing at their own place and your helping to get people there by telling others. A sponsorship contest is party you’re throwing and your allowing them to talk with you friends.
• #39: Example of contests are PHOTO, VIDEO, and sweepstakes! All drive significant revenue, entries and email opt ins! Also great at collecting data on what your audience is interested in!
• #44: These are a great if your advertiser has a goal of engagement and growing social platforms like Instagram Mention: that they don’t collect emails THERE ARE MANY PLATFORMS WHERE YOU CAN RUN SOCIAL CONTESTSS – FACEBOOK, TWITTER, ETC. AND TIM IS GOING TO TALK SPECIFICALLY ABOUT INSTAGRAM Benefits Instagram is very popular with younger demographics, 73% of users are between the ages of 15 and 35 This audience is also highly engaged (time spent, frequency, engagement with content) Unlike Facebook, where most people connect primarily with people they know in real life, Instagram is a network of communities organized by interest, and it is not necessary to know somebody in real life in order to follow them and Like their photos. This means that brands are not seen as an intrusion, but rather as adding to the conversation and community on the network. Instagram, a photo-sharing mobile app that has been around since 2010, is a visually-oriented social network that allows people to take or upload photos to share with their followers and include hashtags to make the photos searchable Instagram profiles tend to be curated and aspirational, and the built-in editing tools can help make any photo look polished and professional. This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #45: Benefits Instagram is very popular with younger demographics, 73% of users are between the ages of 15 and 35 This audience is also highly engaged (time spent, frequency, engagement with content) Unlike Facebook, where most people connect primarily with people they know in real life, Instagram is a network of communities organized by interest, and it is not necessary to know somebody in real life in order to follow them and Like their photos. This means that brands are not seen as an intrusion, but rather as adding to the conversation and community on the network. Instagram, a photo-sharing mobile app that has been around since 2010, is a visually-oriented social network that allows people to take or upload photos to share with their followers and include hashtags to make the photos searchable Instagram profiles tend to be curated and aspirational, and the built-in editing tools can help make any photo look polished and professional. Follow basked on interest This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser.
• #46: Radio Selfie Summer 2nd year running this hashtag photo sweeps
• #47: Tie it into sponsors - Last year (and working on one for this year) we tied Cricket into the #QSelfieSummer and had people take selfies in a cricket store to enter to win Jay Z / Beyonce tickets. “Something to Smile About” http://cricketwireless.mediaroom.com/Selfie_92q_Baltimore This was a huge hit and the client even duplicated the contest in other markets.
• #48: Goal is 92k selfies by the end of the summer.
• #49: biggest fan selfie contest is a GREAT IDEA! Q Selfie Summer illustrates the power of selfies and hashtag photo sweeps – and here’s a sports idea Snap a photo showing your Sounders pride and post it on Instagram using#MySounders for a chance to win four club level tickets to the May 31, 2015Sounders FC match against the New York Red Bulls. If you win, you and your guests will be invited to watch the final 20 minutes of the match from the pitch sideline! Post a new photo each day for more chances to win.
• #50: People could also come to their booth, they had a booth onsite since they are the sports radio station of the Sounders,  They had 70 entries. And look! Top left – that is second street’s very own Emily thousand! GREAT tie in for football!
• #55: This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #63: This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #64: h o w i t w o r k e d The $40 for $140 Pizza Card could be redeemed for one large pizza with up to 3 toppings at each participating restaurant (dine in only). It launched prior to Memorial Day weekend, and left it live for about a month. r e s u l t s 250 Pizza Cards were sold, and the promotion brought in more than $9,000 in gross revenue.
• #65: McDonald’s has signed up to be the sponsor again in 2014!
• #66: The Burger Card held a $75 value, cost $22 and showcased 7 local restaurants that were both popular and well-established. The card allowed for one standard cheeseburger or burger with standard side item. r e s u l t s The Burger Basket Card yielded $14,660 in gross profit. Its in its 2nd year!
• #67: McDonald’s has signed up to be the sponsor again in 2014!
• #70: Don’t need a deals program to run a card Big burst of revenue Proven categories that they are probably not getting revenue from now. Upsell opportunity for advertiser!
• #72: This is all about creating a custom contest and selling a true results-based solution, tracking and ensuring those results happen, and reporting those results to the advertiser. matching the right promotion to accomplish a need, creating a campaign based on clear and measurable goals and demonstrating success. and report back to the advertiser on
• #75: Weekly football matchup trivia
• #84: What are you doing in the sales meeting Do you have anything on the wall – wall of fame What spiffs/bonuses do you offer How do you excite them? How do you maintain that excitement? What materials do you give them? Sales sheet? Playbook? Sales packages – can you share? How do you give them advertisers to target? excite the sales team its all about the cash! Spiffs/bonuses 3. Split us your staff into teams and assign captains/coaches have them battle out – award pizza parties for winners 4. Send out daily updates on who’s in the lead and who has sold sponsorships materials- Playbook 12 pages of materials explain the game and the sales sheet: more to help the rep/not really for the customer Why we are doing this/why its cool/helps them remember what to say in front of a client. Sales training Advertisers to target. Car dealers/service providers/HVAC/   
• #86: What are you doing in the sales meeting Do you have anything on the wall – wall of fame What spiffs/bonuses do you offer How do you excite them? How do you maintain that excitement? What materials do you give them? Sales sheet? Playbook? Sales packages – can you share? How do you give them advertisers to target? excite the sales team its all about the cash! Spiffs/bonuses 3. Split us your staff into teams and assign captains/coaches have them battle out – award pizza parties for winners 4. Send out daily updates on who’s in the lead and who has sold sponsorships materials- Playbook 12 pages of materials explain the game and the sales sheet: more to help the rep/not really for the customer Why we are doing this/why its cool/helps them remember what to say in front of a client. Sales training Advertisers to target. Car dealers/service providers/HVAC/   
• #87: The opportunity around football is immense, and any promotions you run will appeal to a wide variety of advertisers in your market. In the lab you’ll find a list to help you start prospecting. Feel free to think beyond this list and discover what works best in your market. Advertisers have been arranged into categories for your convenience. Grocery Restaurant HVAC Car dealers Home improvement/Kitchen and bath person
• #90: JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
• #91: You should leverage any and all assets you have! Core Media, digital, email social media! All of these working together will make for an even more effective campaign. Let’s look at examples of promotional assets!
• #92: Core media Print On-air Ads Online Ads Email Social elements Mobile/Tablet ads
• #93: Core media Print On-air Ads Online Ads Email Social elements Mobile/Tablet ads
• #94: Print premium in special NFL section
• #95: Live google hangouts with the sports panel Jeff Schultz Mark Bradley Zach Klein – WSB (sister TV station)
• #96: Online Promotion: Leading up to and throughout the pro season: •Ad Units throughout the entire site •Listing and Link on the Homepage •Video Pre-roll before News clips •Prominent high impact ads (Pencil, In-Person) to kick off the season •Mobile site and mobile app ads
• #97: Online Promotion: Leading up to and throughout the pro season: •Ad Units throughout the entire site •Listing and Link on the Homepage •Video Pre-roll before News clips •Prominent high impact ads (Pencil, In-Person) to kick off the season •Mobile site and mobile app ads Weekly videos featuring the VIP Pickers sharing their predictions for the upcoming games and including dealership plugs. Two "contest headers" featuring clients's branding. Online ad on the contest page (client branding). Weather sponsorship ad on websites (client branding)
• #98: E-blasts, newsletters, and weekly reminders will be sent out throughout the season to promote the contest, the sponsors, and remind them to make their picks. •Email invite to all past KFMB Contest Registrants •Email to entire KFMB Members Promotion Database •Weekly reminders / winner announcements
• #100: Love this social media post because it follows good best practices – use imagery, don’t just make it salesy – they announce winners first and congratulate them on perfect picks, and promote weekly and national prizes
• #101: Engage consumers. Leverage any channels you can to get the word out. And incentive users by offering a prize for whomever signs up.
• #102: JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
• #104: Overview, sales deck, online and print ads Brand new sales deck template
• #107: JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
• #111: CERTAINLY OF THOSE EMAIL IS IMPORTANT
• #112: CERTAINLY OF THOSE EMAIL IS IMPORTANT