SIP Connect 2016 - Matt Coen
Download as PPTX, PDF1 like229 views
In 2014, advertising spending by businesses increased minimally by 2.8% since a decade prior, while promotions surged by 96.4%. Media companies face challenges in collaboration and strategic promotion efforts, yet successful case studies demonstrate the importance of email databases for targeting and audience engagement. A focus on building consumer profiles and measurable results is essential for modern media companies to thrive in a competitive digital landscape.
SIP Connect 2016 - Matt Coen
- 2. OVER 3,000 MEDIA COMPANIES
- 3. Ad Spending is Flat In 2014, businesses spent only 2.8% more on advertising than they had a decade earlier. Source: Borrell Associates, Inc. 2015
- 4. Promotions Are Increasing In 2014, they spent 96.4% more on promotions than they had a decade earlier. Source: Borrell Associates, Inc. 2015
- 5. WHY ONLINE PROMOTIONS? Source: Borrell Associates, Inc. 2015
- 10. Engagement Types Promotions Forms MessagesInteractive Content
- 12. PROMOTIONS Sweepstakes Sweepstakes, Photo/Video Contests, & Sports Pick’ems
- 13. PROMOTIONS Photo Contests Sweepstakes, Photo/Video Contests, & Sports Pick’ems
- 14. PROMOTIONS Photo Contests Sweepstakes, Photo/Video Contests, & Sports Pick’ems
- 15. PROMOTIONS Photo Contests Sweepstakes, Photo/Video Contests, & Sports Pick’ems
- 16. PROMOTIONS Sports Pick’ems Sweepstakes, Photo/Video Contests, & Sports Pick’ems
- 17. PROMOTIONS Sweepstakes, Photo/Video Contests, & Sports Pick’ems Deals
- 18. Engagement Types Promotions Interactive Content
- 19. INTERACTIVE CONTENT Personality Quiz Quizzes, Ballots, & Community Photo Galleries
- 20. INTERACTIVE CONTENT Personality Quiz Quizzes, Ballots, & Community Photo Galleries
- 21. INTERACTIVE CONTENT Trivia Quiz Quizzes, Ballots, & Community Photo Galleries
- 22. INTERACTIVE CONTENT Editorial Quiz Quizzes, Ballots, & Community Photo Galleries
- 23. INTERACTIVE CONTENT Editorial Quiz Quizzes, Ballots, & Community Photo Galleries
- 24. INTERACTIVE CONTENT Native Quiz Quizzes, Ballots, & Community Photo Galleries
- 25. INTERACTIVE CONTENT Native Quiz Quizzes, Ballots, & Community Photo Galleries
- 26. INTERACTIVE CONTENT Native Quiz Quizzes, Ballots, & Community Photo Galleries
- 27. INTERACTIVE CONTENT Native Quiz Quizzes, Ballots, & Community Photo Galleries
- 28. INTERACTIVE CONTENT Ballots Quizzes, Ballots, & Community Photo Galleries
- 29. INTERACTIVE CONTENT Ballots Quizzes, Ballots, & Community Photo Galleries
- 30. INTERACTIVE CONTENT Ballots Quizzes, Ballots, & Community Photo Galleries
- 31. Engagement Types Promotions FormsInteractive Content
- 33. Engagement Types Promotions Forms MessagesInteractive Content
- 35. THE SIGNAL BEST OF SANTA CLARITA VALLEY RESULTS: 56% INCREASE IN VOTES CASE STUDY
- 37. YOUR DATABASE IS NOT JUST A BUNCH OF EMAILS
- 39. Interests ? Advertisers ? Purchase History ? Name ✓ Email ✓ Gender ? Age ? Address ? Postal Code ? Income Level ? CONSUMER PROFILES
- 40. Name ✓ Email ✓ Gender ✓ Age ✓ Address ? Postal Code ✓ Income Level ✓ CONSUMER PROFILES Interests Home (Remodeling) Advertisers ? Purchase History ?
- 41. Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine Advertisers • Aveda Salon & Spa • Bridge Tap House & Wine Bar • Cardinal Glennon Children’s Medical Center • Concordia Elementary School • Keller Williams Realty • Mission Taco • Pastaria • The Magic House Purchase History ? Name ✓ Email ✓ Gender ✓ Age ✓ Address ? Postal Code ✓ Income Level ✓ CUSTOMER PROFILES
- 42. CONSUMER PROFILES Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine Advertisers • Aveda Salon & Spa • Bridge Tap House & Wine Bar • Cardinal Glennon Children’s Medical Center • Concordia Elementary School • Dick’s Sporting Goods • Keller Williams Realty • McMahon Ford • Mission Taco • Pastaria • Planet Fitness • The Magic House Purchase History ? Name ✓ Email ✓ Gender ✓ Age ✓ Address ? Postal Code ✓ Income Level ✓
- 43. Interests Beauty, Education, Healthcare, Home (Buying, Remodeling), Kids, Restaurants (Italian & Mexican), Wine Advertisers • Aveda Salon & Spa • Bridge Tap House & Wine Bar • Cardinal Glennon Children’s Medical Center • Concordia Elementary School • Dick’s Sporting Goods • Keller Williams Realty • McMahon Ford • Mission Taco • Pastaria • Planet Fitness • The Magic House Purchase History Beauty, Local Events, Italian Restaurants Name ✓ Email ✓ Gender ✓ Age ✓ Address ✓ Postal Code ✓ Income Level ✓ CONSUMER PROFILES
- 45. READY TO BUY A CAR KNOW YOUR DATABASE
- 46. READY TO BUY A CAR LOOKING TO PURCHASE JEWELRY KNOW YOUR DATABASE
- 47. READY TO BUY A CAR LOOKING TO PURCHASE JEWELRY READY TO REMODEL A HOME KNOW YOUR DATABASE
- 48. READY TO BUY A CAR LOOKING TO PURCHASE JEWELRY READY TO REMODEL A HOME INTERESTED IN MEXICAN RESTAURANTS KNOW YOUR DATABASE
- 49. USER PROFILE DATA DRIVES AD REVENUE
- 50. SALES SHEETS
- 53. 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Submissions by Day 70% of Submissions THE POWER OF EMAIL
- 58. The Shift To Targeted Advertising $ in Billions
- 64. MEMBER RETENTION
- 66. TARGETED DISPLAY
- 67. USE PROMOTIONS TO BUILD DATA FOR YOUR ADVERTISERS
- 68. CASE STUDY: AUDIOLOGY AND HEARING CENTER
- 70. Identify Locals Interested in Hearing Aids Grow Opt-In List Get people to come to lunch-and-learn ADVERTISER GOALS
- 71. SURVEY QUESTIONS
- 72. 359 entries
- 73. 164people planning to purchase a hearing aid in the next 12 months
- 76. 55 wanted a phone call
- 83. 1,800+ users took the quiz
- 84. 74% email opt-in rate for sponsor
- 88. 1,700 entries
- 98. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. Cross-Departmental Collaboration 2. Establishes Goals & Creates a Plan 3. Owns Relationships with Consumers Through Email 4. Builds & Leverages Consumer Profiles 5. Delivers Measurable Results to Clients 6. Targets & Personalizes Content & Advertising 7. Creates a Corporate Strategy
- 99. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. Cross-Departmental Collaboration 2. 3. 4. 5. 6. 7.
- 100. For many media companies right now, there’s a struggle in creating cross-team collaboration and a lack of a designated champion for promotions and interactive content. Julie Foley Second Street Director of Affiliate Success
- 102. Before, we were treating promotions just like every other thing we did. We didn’t have a strategy. Peter Newton Chief Revenue Officer GateHouse Media
- 103. You won’t get there unless you leverage the talent you have in every single department in your organization. Rebecca Capparelli Executive Director of Promotions GateHouse Media
- 104. To date, we’ve earned over $120,000 from promotions and our success is a direct result of our digital promotions team. James Blasco Account Executive Daytona Beach News Journal
- 105. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. Establishes Goals & Creates a Plan 3. 4. 5. 6. 7.
- 106. We took a year off from focusing on promotions and instantly felt the pinch as revenue dipped. We saw the big opportunity. It was time for us to take advantage of that. Peter Newton Chief Revenue Officer GateHouse Media
- 107. You don’t succeed accidentally. Set a goal that’s big enough to matter. Beth Mann President & CEO WKDZ-FM & WHVO-FM
- 108. Planning ahead is key to your success. Without a plan, it’s easy to stumble. Kim Wildenmann Digital Promotions & Contesting Manager Scripps Company
- 109. Your team follows your lead - If you don’t treat promotions and interactive content as a priority, neither will they. Kent Oglesby New Media Development Manager KY3-TV
- 110. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. 3. Owns Relationships with Consumers Through Email 4. 5. 6. 7.
- 111. Engagement is the new currency and artful engagement is the gold standard. If you’re not working to grow your email database, you’re missing the boat. Gordon Borrell CEO Borrell Associates
- 112. The more people you have in your promotions database, the more people you can email, and the more revenue you can make. Tim D’Avis Director of Digital Products Lee Enterprises
- 113. Our light bulb moment was realizing that we need a direct line of communication with our consumers, and email was the conduit for that. Tim D’Avis Director of Digital Products Lee Enterprises
- 114. You’ve got to prioritize your audience database growth. I imagine most of your teams offer bonuses based on revenue. But, how many of you have a bonus tied to database growth? Tim Murphy VIP Digital Strategy & Enterprise Platforms Entercom Communications
- 115. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. 3. 4. Builds & Leverages Consumer Profiles 5. 6. 7.
- 116. Advertisers are looking for specifics - women, aged 25-45, who prefer organic food, and have children. And your media company is going to have to rise to the occasion and figure out how to provide those results. Tim Murphy VIP Digital Strategy & Enterprise Platforms Entercom Communications
- 117. We need to be thinking about the audience first. Once you’ve developed an audience and earned their trust, revenue will follow. Doug Villhard President & Co-Founder Second Street
- 118. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. 3. 4. 5. Delivers Measurable Results to Clients 6. 7.
- 119. Advertisers are planning to change where they’re spending money. And the time is ripe for presenting digital ideas to your clients. Gordon Borrell CEO Borrell Associates
- 120. You want to be your advertiser’s marketing consultant. That starts by treating the CNA as an avenue to learn about your client, without the goal of selling to them. Sara Droke Director of Emerging Media WPSD-TV
- 121. The huge success of our Scariest Bathroom contest led us to creating lead-generating contests for other home service businesses (basements, backyards, garages). Matt Nystrom VIP of Digital Media Saga Communications
- 122. The advertiser was so impressed with the results, they’re tripling their advertising spend with us for next year. David Wittingler Digital Sales Manager Steamboat Pilot & Today
- 123. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. 3. 4. 5. 6. Targets & Personalizes Content & Advertising 7.
- 124. The entire concept of targeting has evolved. It used to be enough to just target by city and by station format. That’s not enough anymore. And your advertisers deserve more. Tim Murphy VIP Digital Strategy & Enterprise Platforms Entercom Communications
- 125. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. 2. 3. 4. 5. 6. 7. Creates a Corporate Strategy
- 126. Going all in and committing to a true Audience Engagement strategy makes all the difference. Peter Newton Chief Revenue Officer GateHouse Media
- 127. VISUALIZE WINNINGSTEPS TO BEING A MODERN DAY AUDIENCE ENGAGEMENT COMPANY 1. Cross-Departmental Collaboration 2. Establishes Goals & Creates a Plan 3. Owns Relationships with Consumers Through Email 4. Builds & Leverages Consumer Profiles 5. Delivers Measurable Results to Clients 6. Targets & Personalizes Content & Advertising 7. Creates a Corporate Strategy
Editor's Notes
- #54: Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern” July 1-9 collected submissions 517 total submissions 355 came the day the email was sent 70% of contest entries came from the email
- #70: Example #1
- #71: Case Study - WPSD, Audiology Hearing Center Challenges – willing to spend marketing dollars - who in Paducah is interested in getting hearing aids. Personally I’m not but there are many people who are - they need to know who these people are Needed to grow Likes Needed to grow email opt-in list - need to keep talking to these people who are interested in hearing aids Ultimately it’s a $5k purchase, it doesn’t happen overnight, it takes time to market to these folks They wanted this list - they find that when they can invite someone to an event and learn about hearing aids, their ability to close on that business is much more positive than without them coming to an event Wanted to be able to invite them to events throughout the year to help close more business
- #72: Asking these survey questions to qualify the entrants was key
- #77: These are the kinds of MEASURABLE RESULTS that advertisers want
- #79: Radio can also struggle when it comes to advertisers that want to feature their products VISUALLY – an online promotion is a PERFECT SOLUTION Combined a quiz and offered a prize – a chance to win a furniture gift card Find out what your home décor style is
- #80: Each quiz question showed four photos, each of a different furniture set or accessory, and asked which set the user liked best. After the user selected their favorite bedroom, living room, and dining room set – along with a few accessoires – they were told their decor style. It was a great way to get customers to take a close look at 32 pictures of the advertiser’s products. The quiz also promoted the products Higdon Furniture carries in their store.
- #81: After the participant answered the eight questions, and before they saw their quiz outcome, they were prompted to fill out a survey. This survey served as a registration form for a sweepstakes as well as a source to collect valuable data for the advertiser.
- #82: Higdon Furniture is looking forward to utilizing their new database to target specific users – now hot leads! – with information about products they already know they like.
- #83: After receiving their decor personality outcome, the quiz prompted users to visit Higdon’s website to see more of the styles they liked in the quiz. It also invited them to share the promotion with their friends via social or email.
- #88: 70% Optins