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: [email protected]
• Kristen GraceTwitter: KristenGrace [email protected]
• Todd FarmerTwitter: Todd [email protected]