1 / 64

UPICKEM • How to Sell College Basketball • January 2011

UPICKEM • How to Sell College Basketball • January 2011. HOW TO ASK QUESTIONS. GoToWebinar ™ Questions Panel. Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck. THE PRESENTERS. Matt Coen Owner & Co-Founder. Julie Foley

janus
Download Presentation

UPICKEM • How to Sell College Basketball • January 2011

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. UPICKEM •How to Sell College Basketball • January 2011

  2. HOW TO ASK QUESTIONS GoToWebinar ™ Questions Panel Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck.

  3. THE PRESENTERS Matt Coen Owner & Co-Founder Julie Foley Director of Affiliate Success

  4. Work With The Pros To date, UPICKEM has executed • More than 30,000 contests • On more than 1,500 local media sites • More than 4.5 million players have participated The oldest, most trusted online contest provider

  5. UPICKEM OVERVIEW

  6. AGENDA • College Basketball Contest Overview • Revenue Models • Additional Tactics • New for UPICKEM College Basketball 2011 • Q&A

  7. COLLEGE BASKETBALL CONTEST OVERVIEW • Choose from two different game options, or offer both! • Players choose winners for each game • Players estimate final points for tie-breakers • Players score points for correct picks • Ability to log in with Facebook account • Mobile Version

  8. COLLEGE BASKETBALL CONTEST OVERVIEW • National prizes for both up-front and progressive games are provided • Add local prizes if you wish • Players can create their own private/public groups to play with friends • Turn key solution managed by Second Street • All the revenue is yours to keep!

  9. COLLEGE BASKETBALL CONTEST OVERVIEW Demographics • Primary Audience of Men 18 - 34 • According to CBS, online demand for tournament content has increased 147% from 2007 • The NCAA estimates there are 14.3 million working people who consider themselves big basketball fans. • These fans spend 90 minutes a week (or roughly 13 minutes a day) looking at basketball websites. • College basketball ad spending increased 9.7% over last year according to the NCAA • Online bracket games are played by 79% males and 21% females

  10. Revenue Models • UPICKEM •How to Sell College Basketball • January 2011

  11. Revenue Model #1 Exclusive Sponsor KFMB San Diego, California • UPICKEM •How to Sell College Basketball • January 2011

  12. RESULTS 2010 Results • Earned $10,000 in revenue • Had one exclusive sponsor • Attracted more than 1,200 players • Expect to earn $10,000 on basketball in 2011 • Using the single sponsor model again in 2011

  13. KEYS TO SUCCESS • Sold as an integrated on-air and online promotion • Heavy promotion of the contest online and on-air • eBlasts sent throughout the tournament with sponsor coupon • Offered online coupons • Local prizes offered each round and for grand prize

  14. PROGRAM DETAILS On-Air Advertising Details • Starting on March 4 - countdown • Register - Sunday, March 14 • Play Now - March 14 evening - March 18 morning • News 8 Sports references: • Pre promotion – week of March 18 • Reminder to play and make picks - March 15 - 17 • Final Winner (local) congratulations on April 6

  15. PROGRAM DETAILS • Online Advertising Details • Home Page Pencil Ad • Sports Pencil • Big Box/ Leaderboard ROS ad units • PreRoll • Sports section fixed link • Story Page - listed under sports navigation • Advertiser coupons • Heavy eBlast schedule

  16. PROGRAM DETAILS Online Advertising Details • Fixed banner ad with link to special offer coupons

  17. PROGRAM DETAILS eBlast Advertising Details • Initial invite to KFMB database • Invite to all past KFMB contest players • Reminder emails to registered players • Winner emails sent after each round • Results/wrap up email after final round

  18. KEY TAKEAWAYS • Sold as an integrated on-air and online promotion • Heavy promotion of the contest online and on-air • eBlasts sent throughout the tournament with sponsor coupons • Offered online coupons from the sponsor

  19. Revenue Model #2 • Triple Contest • The Minneapolis Star Tribune • Minneapolis, Minnesota

  20. RESULTS 2010 Results • Had three sponsors • Attracted more than 9,300 players with the triple contest approach

  21. KEYS TO SUCCESS • Offered three different bracket contests to keep people involved throughout the entire tournament • Heavy promotion of the contest • Offered a local grand prize

  22. KEY TAKEAWAYS • Offered three different bracket contests to keep people involved throughout the entire tournament • Heavy promotion of the contest • Great targeted sponsor

  23. Revenue Model #3 • Bundle Basketball with a • Large Ad Buy • The St Louis Post-Dispatch • St. Louis, Missouri

  24. RESULTS 2010 Results • Total annual investment from the advertiser was $37,000 and were able to add $5,000 allocated to the contest for a total of $42,000 • Attracted more than 3,600 players • Expect to add $10,000 for basketball to Midas’ overall ad buy

  25. KEYS TO SUCCESS • Integrated the contest with a larger ad buy to increase annual spend • Sold as an integrated print and online promotion for both upfront and round contest • Heavy promotion of the contest online and in print

  26. PROGRAM DETAILS Print Advertising Details • Promo ads ran in the sports section promoting the upcoming contest • Print ads promoting the tournament ran for three weeks with sponsor logo

  27. PROGRAM DETAILS • Online Advertising Details • 300x90 and 215x125 house ads ran on the homepage of stltoday.com • 728x90 leaderboards ran ROS on stltoday.com

  28. KEYS TO SUCCESS • Integrated the contest with a larger ad buy to increase annual spend • Heavy supported through house ads and marketing efforts • In addition to the contest the sponsor received advertising in-print, online, niche pubs, behavioral targeting ads, blog sponsor and e-blasts.

  29. Revenue Model #4 • Leverage sports talent to create buzz • The Atlanta Journal Constitution • Atlanta, Georgia

  30. RESULTS 2010 Results • Earned $10,000 in revenue • First time running online version of College Basketball contest in 23 years! • Attracted more than 5,300 players • Expect to earn at least$10,000 on basketball in 2011

  31. KEYS TO SUCCESS • Used Mark Bradley’s “celebrity status” to generate major interest in the contest • Mark Bradley participated as a VIP picker • Local sports columnist blog generated huge buzz when he announced the first-ever ONLINE only bracket contest in 23 years • Sold as an online only campaign with one exclusive sponsor • Printed the bracket in the paper with sponsor logo to generate more interest.

  32. PROGRAMDETAILS Print Advertising Details • Printed bracket in the paper before the tournament began to generate contest interest • Added sponsor logo to printable bracket from contest site

  33. PROGRAM DETAILS Online Advertising Details • Final Four Page • Wallpaper, 300X250, 728x90 • Mark Bradley Blog • 160X600 • Sports eNewsletter • 300X250 • Sports – added value • 300X250, 728X90

  34. PROGRAM DETAILS • Online Advertising Details • Telecom BT • 300X250, 728X90 • ROS and targeted to Atlanta DMA • Geo Zones • 300X250, 728X90 • ROS – added value • 300X250, 728X90 • Sports eNewsletter

  35. KEY TAKEAWAYS • Leverage your sport talent’s “celebrity status” to generate major interest in the contest • Have your sports talent participate as VIP pickers • Have your local sports talent promote the contest online, on-air, in print and through social media

  36. Revenue Model #5 • Make your Advertisers VIPs • The Daily Gazette • Schenectady, New York

  37. RESULTS 2010 Results • Earned $70,000 in revenue • Have 16 sponsors & advertisers • Attracted more than 600 players

  38. KEYS TO SUCCESS • Sold as an integrated print and online promotion • Multiple Advertisers and Sponsors • Advertisers participated as VIPs • Advertiser’s picks printed in the paper each week • Heavy promotion of the contest

  39. PROGRAM DETAILS Print Advertising Details • 22 consecutive weeks • Head shot printed weekly with latest picks and performance to-date • Relevant NFL coverage flows over top of environment • Double truck of sports • Single box: 2 col. X 4” • Double box: 4 col. X 4”

  40. PROGRAM DETAILS Online Advertising Details • Rotating 300x250 banners • Additional promotion for partners

  41. Using this Model for Basketball Newspaper Advertising Details • Three consecutive weeks • Round 1:  March 17-18, 2011 • Round 2:  March 19-20, 2011 • Sweet 16:  March 24-25, 2011 • Elite 8:  March 26-27, 2011 • Final Four:  April 2, 2011 • National Championship:  April 4, 2011 • Head shot printed 10 times throughout the tournament with latest picks and performance to-date • Relevant basketball coverage flows over top of environment • Double Truck, Full Page or Half Page in sports

  42. Using this Model for Basketball TV Advertising Details • Three consecutive weeks • Round 1:  March 17-18, 2011 • Round 2:  March 19-20, 2011 • Sweet 16:  March 24-25, 2011 • Elite 8:  March 26-27, 2011 • Final Four:  April 2, 2011 • National Championship:  April 4, 2011 • Advertiser picks mentioned on-air throughout the tournament with latest picks and performance to-date • On-air promotion spot branding beginning before and during the tournament

  43. Using this Model for Basketball Radio Advertising Details • Three consecutive weeks • Round 1:  March 17-18, 2011 • Round 2:  March 19-20, 2011 • Sweet 16:  March 24-25, 2011 • Elite 8:  March 26-27, 2011 • Final Four:  April 2, 2011 • National Championship:  April 4, 2011 • VIP picks mentioned on-air throughout the tournament with latest picks and performance to-date • Mention VIPs top four upset picks on sports show/morning show

  44. Key Takeaways • Multiple advertisers/sponsors • Make your advertisers VIPs • Showcase their picks in your traditional media • Heavily promote

  45. Go For Three!

  46. Additional Success Tactics • Identify media partners • Secure prize partners • Extend bracket mania

  47. SECURE MEDIA PARTNERS Identify Promotional Partners • Approach other local media to help promote your contest • Offer display, online or on-air ads every week, recognition as sponsors, and VIP spots • Ask for display or on-air mentions from your partners each week to help promote your basketball contest

  48. IDENTIFY PRIZE PARTNERS Secure Prize Partners • Offer advertising and VIP pick in exchange for each round and grand prizes • Announce weekly winners online, through eBlasts, on-air or in print Weekly Prizes Grand Prize

  49. EXTENDING BRACKET MANIA “64 Things HOG Heads Love…To Hate” WHQG Registrations: 1,646 Page views: 100,000 Revenue: $20,000 “Over $20,000 was made in sponsorships as each of the four bracket "regions" was sold to a client (Midwest Metals, Hal's Harley-Davidson, Schlossman;s Dodge City and supplement warehouse).” “Jack FM’s March Mullet Madness Bracket” KFMB-TV Registrations: 566 Page views: 16,300 “We took a tongue-in-cheek approach to the annual basketball event and followed the timeline with our own "Jackified" version of brackets.” “The Beer Bracket” St. Louis Post-Dispatch Registrations: 1,737 Page views: 49,750 “A local pub sponsored the contest and provided prizes – they even set up a laptop at the bar so folks could enter the contest right there. It also included an embedded chat, so users could interact with our resident beer expert.” “Best Sports Bars Bracket” Fort Worth Star-Telegram Registrations: 140 Page views: 4,500 “The contest attracted new users to our site and significant chatter among the sports bars, which make up a big segment of our advertisers for DFW.com and its print pub, DFW.com INK.” “Pick A Pizza” The Florida Times-Union Registrations: 2,331 Page views: 60,400 “There were about 2,331 participants in the contest and it garnered a lot of attention! The contest was sponsored by Mellow Mushroom. They provided a gift certificate to give out to one random participant at the end of the contest.”

  50. RESULTS 2010 Results • Earned $20,000 in revenue • Had four sponsors • Attracted more than 1,600 players

More Related