Why Q4 is the Year Long Season


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Think Q4 planning begins in Q2 or Q3? Think again. Really executing on the crucial holiday season means planning all year long.

Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Retail

Kim Riedell, Vice President, Client Development, Commission Junction, a ValueClick Company (Twitter @CJnetwork)

Published in: Business
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  • There will be a quiz at the end.
  • What was CJs?
  • In the words of Milton Berle: If opportunity doesn’t knock, build a door.
  • Why Q4 is the Year Long Season

    1. 1. More than 1.8 billion candy canes will be made for the winter holiday season, including the traditional peppermint flavor as well as super-sour, fruit and tropical flavors.<br />
    2. 2. The holiday season lasts 55 days, as shopping begins at the start of November and goes through Dec. 24.<br />
    3. 3. The average consumer spends approximately $1,000 during the holiday retail sales.<br />
    4. 4. 1/3 of consumers buy items the last week <br />before Christmas.<br />
    5. 5. Interestingly, the term, “Black Friday” was coined by Police in Philadelphia because there was bad traffic on the day after Thanksgiving.<br />
    6. 6. 50% of all web sales are made from companies whose primary business comes from their brick and mortar operations.<br />
    7. 7. In 2007 Americans consumed 122 million pounds of eggnog.<br />
    8. 8. 50.4% of people who planned to shop online in 2009 were between the ages of 18-24.<br />
    9. 9. The U.S. Postal Service delivered 16.6 billion pieces of mail between Thanksgiving and Christmas 2009.<br />
    10. 10. eBay came up with the term "Green Monday."<br />
    11. 11. 80% of online retailers offered free shipping for Cyber Monday in 2009.<br />
    12. 12. The top Christmas cookie favorites last year were: sugar, gingerbread man, peanut blossoms, thumbprints, and Russian tea cakes (also known as Mexican wedding cakes).<br />
    13. 13. Sales of holiday gift cards have been increasing dramatically – at about 15% per year.<br />
    14. 14. The term 'Cyber Monday' was invented by the US-based National Retail Federation (NRF) in 2005.<br />
    15. 15. Number of Americans to shop on Cyber Monday now nears 100 Million.<br />
    16. 16. In 2009, 47.1% of retailers surveyed said they would be increasing their use of social media during the holiday season.<br />
    17. 17. Tuesday, December 15th was the biggest online shopping day in 2009.<br />
    18. 18. Affiliate Summit East 2010<br />Why Q4 Is the Year Long Season<br />Kim Riedell<br />Vice President, Client Development, Commission Junction<br />
    19. 19. First……Some Recent Industry Statistics<br />
    20. 20. Agenda<br />JAN<br />FEB<br />MAR<br />Evaluate & Get Organized<br />APR<br />MAY<br />JUN<br />Let the Communication Begin<br />JUL<br />AUG<br />SEP<br />Negotiate and Implement<br />OCT<br />NOV<br />DEC<br />Evaluate & Get Organized<br />
    21. 21. Evaluate & Get Organized<br />Assess prior Q4 performance, best practices, and lessons learned<br />Establish budget and goals<br />Identify opportunities<br />
    22. 22. Let the Communication Begin<br />Consider technology requirements & enhancements<br />Develop action plan & communicate strategy<br />Start pulling levers &begin testing<br />
    23. 23. Negotiate and Implement<br />Finalize technology enhancements & fine tune program<br />Begin negotiating & finalize holiday plans<br />Step into action<br />
    24. 24. Execute and Optimize <br />Track commitments & manage results<br />Make adjustments<br />Extend your Q4 season into Q1<br />
    25. 25. Where will you be in 12 Months? <br />
    26. 26. Questions?<br />
    27. 27. Thank You For Attending!<br />