Ecommerce Seasonality:

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Ecommerce Seasonality Promotional Partnership Value Throughout Peak Season & Beyond Presented by: Liz Gazer, CEO, Growthspurt Media “The Online Marketing Experts”

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Promotional Partnership Value Throughout Peak Season & Beyond

Transcript of Ecommerce Seasonality:

Page 1: Ecommerce Seasonality:

Ecommerce SeasonalityPromotional Partnership Value Throughout Peak Season & Beyond

Presented by: Liz Gazer, CEO, Growthspurt Media

“The Online Marketing Experts”

Page 2: Ecommerce Seasonality:

Liz Gazer Ecommerce Consultant & Affiliate Management Expert

growthspurt media

Twitter: @LizGazerFacebook.com/GrowthspurtMedia

Google+: gplus.to/AffiliateManagement

www.growthspurtmedia.com

Our honest approach to building and maintaining promotional partnerships combined with professional insight & experience has been helping online

businesses chart a course for online marketing & sales success since 2004.

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What is Seasonality?

“A characteristic of a time series in which the data experiences regular and predictable changes

which recur every calendar year.”-Investopedia.com

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Why does it matter?

Seasonality Affects Buyer Behaviour.Seasonality inspires fresh promotional content & gives

consumers a reason to buy MORE.

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Variables in Buyer Behaviour

What – products/servicesWhen – holidays, events, seasons

Where – online vs. offline, types of sites used research, price compare and ultimately shop

Why – needs/wants, self vs. others

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Some businesses are more seasonal than others.

Seasonal products/services: Home & Garden, Travel, Holiday Gifts, Costumes,

Themed Decor, Wedding Items, Tax Preparation, etc.

“Typically” Non Seasonal products/services:Groceries, Banking/Finance, Restaurants, Books/DVDs,

Personal Services

But there is some overlap.

Almost any marketer can capitalize on seasonality.It's all in how you structure your

offers/promotions.

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Holiday/Celebration Seasonality

US Black Friday, Canadian Boxing Day, Christmas, Halloween, New Year's, Valentine's Day, Mothers/Fathers

Day, Easter, Canada Day/4th of July, Prom/Graduation

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Other Types of Seasonality

Climate related (Spring/Winter etc.)Movember

Breast Cancer Awareness Pride Parades/Celebrations

Black History Month Back to School

SuperBowl/Playoffs/World Series/Olympics, etc.Groundhog Day

Mardi GrasDaytona 500/Molson Indie, etc.

ElectionsBosses Day/Secretaries Day, etc.

Pop Culture: i.e. Movie Premieres/TV Season Premieres/Finales

Get creative!

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How can we capitalize on seasonality?

●Choose promotions that best fit your target audience, your product/service/industry or niche

●Create a calendar & plan well ahead

●Look for patterns based on historical data if you have it

●Partner with people/entities that “make sense” for each forecasted period of lift

●Contact partners to ask about how you can leverage their offers for each seasonal period.

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What can Merchants Do?

●Create a campaign calendar at least 3-6 months out

●Include Affiliates in your promotions/offers early in the game so THEY can plan ahead

●Create custom creative (Banners/links and more)

●Develop customized seasonal content your affiliates can use

●Educate your affiliate partners on your seasonal cycle and on your products/services/target market

●Create seasonal incentives/contests to motivate affiliates differently at different times of year – keep it fresh!

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What can Affiliates Do?

●Create a campaign calendar at least 3-6 months out

●Prospect feature partners early on, let them know you are interested in working with them on seasonality so

THEY can plan ahead

●Develop custom seasonal content for your audience and plan to incorporate promotions relevant to each

holiday/event

●Keep your eyes peeled throughout the year for opportunities in media/current events

●Don't be afraid to ask merchants for exclusive opportunities (i.e. Sponsorship of contests, custom creative, etc.)

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What are you doing to plan ahead for 2012?

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Liz Gazer Ecommerce Consultant & Affiliate Management Expert

growthspurt media

Twitter: @LizGazerFacebook.com/GrowthspurtMedia

Google+: gplus.to/AffiliateManagement

www.growthspurtmedia.com

Our honest approach to building and maintaining promotional partnerships combined with professional insight & experience has been helping online

businesses chart a course for online marketing & sales success since 2004.