Promotions

Make your biggest revenue-generating season even bigger

The winter season is traditionally one of the biggest times for revenue all year. By leveraging the right engagement campaigns, you'll be able to set-and exceed-an ambitious goal, and bring your biggest revenue snowfall yet.

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Here are some ways to drive revenue through the months of December, January, and February.

December

With spending for Christmas gifts being top of mind this time of a year, people are eager for a chance to win. A Twelve Days of Christmas-style sweepstakes allows you to work with multiple sponsors and encourages audience engagement day-after-day. KNXV-TV in Phoenix was able to secure $17,200 in revenue from their multi-day Holiday Giveaways campaign.

The Deseret News put together a creative quiz all about famous holiday movie quotes. Sponsored by a local Christmas lights attraction, Christmas in Color, the quiz was able to drive more than 1,000 entries and add more than 130 opt-ins to the sponsor's database.

January

New Year's resolutions often have people thinking about making healthier lifestyle choices and maybe even joining a gym. WSBT-TV in South Bend, Ind., worked with their local YMCA to create a personality quiz that paired users with their perfect fitness class. Random winners were selected and could earn free memberships. The quiz delivered over 350 opt-ins for the YMCA.

January is also perfect timing for Big Game football contests. The Lexington Herald-Leader put together a quiz on Big Game trivia and secured a sponsorship with a local hunting and fishing supply retailer. By leveraging survey questions, the advertiser collected valuable consumer data for future marketing campaigns.

February

With tons of recent engagements made over the holidays, this is an ideal time for wedding-themed campaigns. The Atlanta Journal-Constitution put together the quiz "What Kind of Wedding Will You Say I Do At?" and secured sponsorship to a local event venue. Not only did the quiz bring in over 4,000 entries, but the paper generated $5,000 in revenue.

It's not all about Cupid in February-it's also the first month of the auto racing season. The Providence Journal worked with a local car finder website, BestRide.com, on a sweepstakes giving way a VIP Daytona 500 experience. With survey questions, BestRide.com was able to identify 427 people looking to purchase a car in the next year.

When it comes to setting your revenue goals this winter, it's time to think big. With creative engagement campaigns, no advertiser is out of reach.


Matt Coen is president and co-founder of Second Street, a Saint Louis-based provider of private-label online promotions platforms for media companies.