Ecommerce Seasonality:

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Promotional Partnership Value Throughout Peak Season & Beyond

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Ecommerce Seasonality:

  1. 1. Ecommerce SeasonalityPromotional Partnership Value Throughout Peak Season & Beyond Presented by: Liz Gazer, CEO, Growthspurt Media “The Online Marketing Experts”
  2. 2. Liz GazerEcommerce Consultant & Affiliate Management Expert growthspurt media Twitter: @LizGazer Facebook.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.
  3. 3. 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
  4. 4. Why does it matter?Seasonality Affects Buyer Behaviour. Seasonality inspires fresh promotional content & gives consumers a reason to buy MORE.
  5. 5. Variables in Buyer Behaviour What – products/services When – holidays, events, seasonsWhere – online vs. offline, types of sites usedresearch, price compare and ultimately shop Why – needs/wants, self vs. others
  6. 6. 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. Its all in how you structure your offers/promotions.
  7. 7. Holiday/Celebration Seasonality US Black Friday, Canadian Boxing Day, Christmas,Halloween, New Years, Valentines Day, Mothers/Fathers Day, Easter, Canada Day/4th of July, Prom/Graduation
  8. 8. 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 Gras Daytona 500/Molson Indie, etc. Elections Bosses Day/Secretaries Day, etc. Pop Culture:i.e. Movie Premieres/TV Season Premieres/Finales Get creative!
  9. 9. 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 aheadLook 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.
  10. 10. 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!
  11. 11. 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 Dont be afraid to ask merchants for exclusive ●opportunities (i.e. Sponsorship of contests, custom creative, etc.)
  12. 12. What are you doing to plan ahead for 2012?
  13. 13. Liz GazerEcommerce Consultant & Affiliate Management Expert growthspurt media Twitter: @LizGazer Facebook.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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