Affiliate Summit East 2011

Taking Advantage of Seasonality in Affiliate Marketing

Tricia Meyer, MeyerTech, LLC, @SunshineTriciaKristen Grace, BuyCostumes.com|Celebrate Express, @kristengrace Todd Farmer, PerformStreet Media, @toddfarmer (Moderator)

Agenda

• Introductions• Seasonality Defined and Examples• Preparing for Seasons• Capitalizing on Timing and Events• Extending Revenue Opportunities• Q&A

Who Are We and How Did We Get Here?

• Todd Farmer @toddfarmer• Kristen Grace @kristengrace• Tricia Meyer @sunshinetricia

Seasonality Defined and Examples

What is Seasonality? • Statistical term referring to cycles• Also known as “periodic variation”• Can be regular or semiregular• Best example is peak of retail sales during the

Christmas season

Reference: Wikipedia (give URL)

Seasonal vs. Non-Seasonal Merchant

Examples of Seasonality

• Obvious: Christmas, Halloween, Weddings, NFL, Back to School, Graduation, Easter• Not as Obvious: Sweetest Day, NCAA March Madness, Oscars, Breast Cancer Awareness Month, Pi Day• Quick Response: Death of a Pop Icon, High Profile trials, “crazies” in Media, Non “PC” products

Looking for a full list? http://www.tricia.me/calendar

Relation to Affiliate Marketing

• Sites that are built specifically for seasonal peaks (Costume guide, Christmas gift ideas, sports fan sites)• Bloggers who use seasons for content ideas• Cash back, coupon and product comparison sites that spotlight seasonal items

**Almost every site piggybacks on seasonality in some way to increase profits. If they do not, they should! Do you?

Preparing for Seasons

• Merchant Side• Newsletters, special promotions, webinars, creative,

network tips, product outlook, industry insight, coupon naming conventions, contests

Preparing for Seasons

•“Growing” Your Creative (perfect example-Harry Potter)

Editorial Calendar

Preparing for Seasons

•Affiliate Side• Rate cards, promotional opportunities, mailings,

negotiating with merchants, logo/site changes, banners, blog posts, filming/locating videos, adding new merchants

Capitalizing on Timing and Events

• Communication• Timely Launches

• Annual events that take place on the same day – easy• Events that float (Easter, Mardi Gras) – harder• Create or press Merchants for a calendar of campaigns

• Ability to Update and Scale Quickly• Quick Responses to Unforeseen Events• Taboo, Not Politically Correct Topics

Extending Revenue Opportunities

• Sending product suggestions to affiliates• Trend spotting• Book and movie releases• Similar holidays/events• Same market but different season• Themed Parties

Questions for Our Panel?

Contact Information• Tricia MeyerTwitter: SunshineTriciaTricia@SunshineRewards.com

• Kristen GraceTwitter: KristenGrace Kristen@buyseasons.com

• Todd FarmerTwitter: Todd FarmerTodd@PerformStreet.com