The document discusses strategies for leveraging seasonality in affiliate marketing, featuring insights from Tricia Meyer, Kristen Grace, and Todd Farmer. Key topics include defining seasonality, examples of seasonal events, preparing for upcoming seasons, and extending revenue opportunities through timely content and promotions. The panel emphasizes the importance of adapting marketing strategies to capitalize on seasonal trends and events.

1. Affiliate Summit East 2011 Taking Advantage of Seasonality in Affiliate Marketing Tricia Meyer, MeyerTech, LLC, @SunshineTricia Kristen Grace, BuyCostumes.com|Celebrate Express, @kristengrace Todd Farmer, PerformStreet Media, @toddfarmer (Moderator)

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

3. Who Are We and How Did We Get Here? Todd Farmer @toddfarmer Kristen Grace @kristengrace Tricia Meyer @sunshinetricia

4. 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)

5. Seasonal vs. Non-Seasonal Merchant

6. 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

7. 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?

8. Preparing for Seasons Merchant Side Newsletters, special promotions, webinars, creative, network tips, product outlook, industry insight, coupon naming conventions, contests

9. Preparing for Seasons “ Growing” Your Creative (perfect example-Harry Potter)

10. Editorial Calendar

11. 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

12. 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

13. Extending Revenue Opportunities Sending product suggestions to affiliates Trend spotting Book and movie releases Similar holidays/events Same market but different season Themed Parties

14. Questions for Our Panel?

15. Contact Information Tricia Meyer Twitter: SunshineTricia [email_address] Kristen Grace Twitter: KristenGrace [email_address] Todd Farmer Twitter: Todd Farmer [email_address]