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| Affiliate Success Stories2
Success Stories?
What are they? When do I use one?
A success story is a tool for a sales rep,
rather than a testimonial which is a quote
to be used with a prospective advertiser.
These success stories are meant to
provide inspiration and ideas to our
partners on what types of campaigns
have been successful across the program
in specific verticals. Reps can edit down
the success stories into testimonials as
needed to present to a potential
advertiser.
A success story should be used to provide
ideas to a sales rep, after a meeting with
an advertiser, on how to capture the
desired audience. In other words, they
should be used when an advertiser is
experiencing difficulties that a similar
advertiser has overcome by using affiliate
solutions.
TC Palm | Treasure Coast, FL
4
Entertainment | Success Story
The Honda Classic
| Affiliate Success Stories
5
The Honda ClassicRetail Revenue: $14kCampaign Length: 1 Month
Geography Targeted::
Advertiser Solutions Sold::
Past Solutions::
Newspaper Print
TCPalm.com
Yahoo!
Amplify
Yahoo!
TCPalm.com
Demo Targeting: W35+; West Palm Beach DMA
Entertainment | Success Story
| Affiliate Success Stories
6
Why Did They Buy::
Objections Overcome::
Scripps Media has a long standing relationship with the Honda Classic dating back over 10 years and has always delivered results. The Classic is an event that is held outside of our core market, however they initially expressed interest in the Treasure Coast in order to increase attendance year over year. Most recently, they had invested in our newspaper website and Yahoo! to gain ever more exposure and were pleased, so since our partnership with LIFT it made sense to target their audience much tighter (in and surrounding their market) to increase ticket sales over last year. With a LIFT extensions campaign, Scripps Media gains an incremental $25k (total) in 2012.
The only objection we faced in this sale was the investment. The Classic had budgeted their spending according to last year and we had to convince them to reallocate dollars from another media outlet. This, by no means, was tough considering they value their relationships with all of their vendors, but in the end they understood how much of their audience they were missing in the digital space. This sale was, and needed to be, a joint effort between the sales team, management (to include the Advertising Director and Publisher) and the client’s Tournament Director.
Additional Commentary::
Introducing new ideas and product lines to long standing clients is always a challenge for both the sales team and clients themselves, although I believe in this sale the LIFT campaign sold itself. Since the client had been exposed to digital solutions in the past (and they are located in our competitors’ market, Cox), they understood how targeting could work and therefore, very little education was needed.
Entertainment | Success Story
The Honda ClassicRetail Revenue: $14kCampaign Length: 1 Month
| Affiliate Success Stories
Ventura County Star | Ventura, CA
Jessie Hochhalter, Digital Product Specialist
7
Entertainment | Success Story
Los Angeles Opera
| Affiliate Success Stories
8
LA OperaRetail Revenue: $10,500Campaign Length: 3 Months
Advertiser Solutions Sold::
Past Solutions::
Print (various pubs)
Direct Mail
Advanced Audience:: Demo, Hispanic
Advanced Audience:: Retargeting
Yahoo!
Entertainment | Success Story
| Affiliate Success Stories
9
Entertainment | Success Story
Why Did They Buy::
What We Delivered::
The Marketing Director had worked with us in the past in her previous job and trusted us to deliver
new strategies. LA Opera has a large and very loyal subscriber base, with about 90% retention year
to year, but they wanted to increase sales of mini-packages and individual show tickets, especially
to Hispanic audiences. They were also looking to remove the stigma that the opera is high falutin'
and elitist.
They realized the importance of reaching out digitally and decided to
shift about 40% of their existing budget to the online space. Since
they wanted to target a very specific demo (Hispanic, as well as high
household income), we were able to deliver a multi-layered tactic
that worked well with their existing retention programs and
expanded their audience as they intended.
LA OperaRetail Revenue: $10,500Campaign Length: 3 Months
| Affiliate Success Stories
10
Entertainment | Success Story
Objections Overcome::
Additional Commentary::
The opera-going demo is typically older; they were afraid this demo might not be reached online. We
emphasized the importance of expanding their target audience to a younger and more diverse audience
since the current audience is “aging out.” Our media capabilities were able to reach both audiences
effectively.
LA Opera started with a three month flight, promoting three specific operas. They were really happy with
the results and have renewed with an additional three month flight for the next three operas. In addition,
we are discussing a more robust media plan for the 2013 season.
LA OperaRetail Revenue: $10,500Campaign Length: 3 Months
| Affiliate Success Stories
The Opportunity
Sales Process
Since opening on 11-11-11, Crystal Bridges has generated a lot of buzz, but they turned to NWA Media to extend the :15 seconds of fame that they have received. They expressed interest in the Premium News Network, Facebook, and the mobile offering to reach not only the educated, at work museum goer, but also the Facebook user and those on the go.
Audience Identified
Crystal Bridges is located in scenic Bentonville, AR, but is a part of the whole Northwest Arkansas region. They are looking to attract visitors within the region and within a five hour driving distance.
| October All-Hands Call12
The Solution
Campaign DetailsAdvertiser Solutions Sold
PrintPremium News Network Facebook Display Ads
Addition to campaign:Hyper Local Mobile – Radius around 4 locations
First campaign started 3/1Client renewals…
April-DecemberDallas, Tulsa, Memphis, St. Louis, NYC, LA, Southern Arkansas, Northern Louisiana DMA + Radius Targeting$22,000 Retail Revenue!
| October All-Hands Call13
Eureka Springs
CLIENT BACKGROUND
NWA Media Success Story
• Client previously used print, television, billboards and digital to reach their audience.
• For their mobile piece, they target around pocketed areas where they know they receive a lot of traffic. Venues such as Razorback football games, Crystal Bridges, and other tourism spots.
CAMPAIGN DETAILS
Total Spend$32,400
Centro Spend$9,000
Campaign Length
Annual!
Geo-fencing 3-5 locations per month. 5-10 mile radius.
BUDGET ALLOCATION
Entertainment
Hyper-local Mobile
WHY DID THEY BUY? • I was initially referred to this customer
over a year ago, and at the initial meeting, mobile was big topic of conversation. It was something that they had not tried in the past, and they were really looking to do some different things for the year. The hyper-local solution that Centro offered was the ticket!
OBJECTIONS OVERCOME• For this solution, once I had him on
board with the idea, there really were no objections from him. He was super excited about this offering from the beginning. If he had more budget, I would increase his spend, since his deliverables are so strong. Just received annual renewal agreement…Can’t wait for another successful year!
Eureka Springs
Entertainment
NWA Media Success Story
The Biloxi Sun HeraldPa l ac e C as i no S uc c e s s S t o r y
P a u l M o r r o n e ( D i g i t a l S a l e s M a n a g e r ) & B r i t t a n y R i d g w a y ( A c c o u n t E x e c u t i v e )
Palace Casino
Entertainment
CLIENT BACKGROUND
SUN HERALD/VELOCITY SUCCESS STORY
CAMPAIGN DETAILS
• Historically our largest advertiser spending nearly $400K per year – 100% print. They are a luxury resort on the MS Gulf Coast, recently expanded and renovated and are the only smoke free casino on our strip.
• Client uses a great deal of out of home tactics as well as broadcast and print.
• Attempted a mobile campaign 2 years ago on our O&O app, with $2K/mo going towards this buy, after which, they cut all digital from their media plan and saw a rapid decline in their business.
• Process began at the start of 2014 when their agency agreed to entertain a digital only proposal.
• Worked with our Channel Sales Manager & Account Management team to prep, create a proposal and craft a pitch to the client.
• Pitched $200K & $300K plans in February ’14 when it seemed like a lock, but lost it soon after. Agency agreed to a 2nd pitch, which we gave, but then learned the GM of the property had cut $200K from their advertising budget, so we lost it again.
• We continued forward pushing the efficiency and low cost of execution, as well as the importance of being in this space both inside and outside of our DMA.
Total Spend
$47,000
Centro Spend
$47,000
Campaign Length10 weeks
Geography Targeted
Gulfport-Biloxi, Hattiesburg & Mobile DMAs
BUDGET ALLOCATION
Premium News$22,750
Hyper-Local Mobile$24,250
SUN HERALD/VELOCITY SUCCESS STORY
WHY DID THEY BUY?
• Over a span of several months, Brittany continued to educate the client on the results and the targeted reach that digital advertising could provide them with. They were constantly updated on market trends and were given suggestions on how they could better position themselves in the highly competitive gaming market that is the MS Gulf Coast. After numerous meetings, constant educating and a realignment of their advertising strategy with Sun Herald, Brittany was able to have them allocate $47K to digital only for Q4.
ADDITIONAL COMMENTARY • The campaign has been live for 3 weeks.
• The average CTR is holding strong at 0.15% with mobile performing at a 0.17%! This is helping our contact back up his assertion that the Palace needs to invest more into their mobile site.
• We are also utilizing conversion tracking & watching post impression activity, which the client is excited about and will be able to use when compiling ROI reporting for their president.
Palace Casino
Entertainment
Alzafar Shrine
EntertainmentCLIENT BACKGROUND
SAN ANTONIO EXPRESS-NEWS SUCCESS STORY
CAMPAIGN DETAILS
• Alzafar Shrine, aka The San Antonio Circus, was looking for ways to generate awareness and drive attendees to their annual circus on September 11-14.
Total Spend$10K
Centro Spend$3K
Campaign Length
One Month
Geography TargetedSan Antonio DMA & geofenced radius around AT&T Center
BUDGET ALLOCATION
MySa.com70%
Geo-Retargeting
10%
Hyper-Local Mobile
20%
SAN ANTONIO EXPRESS-NEWS SUCCESS STORY
WHY DID THEY BUY?
• The advertiser was primarily looking for ways to sell tickets to the event. A geo-fencing and geo-retargeting campaign to the K-12 audience was the perfect way to achieve this.
ADDITIONAL COMMENTARY
• We achieved a .75% CTR for the Pinpoint (hyperlocal) geofencing campaign and a 1.4% CTR for the Beacon (geo-retargeting) which is one of the many success stories for these two service offering.
Alzafar Shrine
Entertainment