This presentation is from Affiliate Summit West 2017 (January 15-17, 2017 in Las Vegas, Nevada). Session description: Expand your marketing with lesser-known “holidays” and trending events. Learn where to find them, how to use them in your content marketing and social media, and how they can boost your revenue.
Boost Your Marketing with Faux Holidays and Special Events
1. Affiliate Summit West 2017
Boost Your Marketing with Faux Holidays and
Special Events
Tricia Meyer, MeyerTech, LLC, @SunshineTricia
Joe Sousa, Fanatics, @drcool73
Nathan Smith, Zynali Marketing Solutions @CoffeeNate
2. ●The “National Dog Day” Phenomenon
●What are “Faux Holidays”?
●Finding and Tracking Them
●Using Them in Content Marketing, Social Media, and More
●Starting Your Own “Day”
●Monetize and Track
Agenda
13. Over 300 “Hot Markets” a year
• Championships
• Product Launches
• New Team Logos
• Trades and Free Agents
• Drafts
• Big Games
Some events are planned, some are out of the blue
“Fan” Holidays
• MLB Opening Day
• Jersey Day
• College Colors Day
Micro Moments
• Record Breakers
• Retirements
• Amazing plays
• Amazing performances
Sporting Events
14. Online Calendars
○ http://trackmaven.com/blog/2016/04/national-days-calendar
○ http://www.nationaldaycalendar.com/calendar-at-a-glance
○ http://www.thenibble.com/fun/more/facts/food-holidays.asp
○ http://www.checkiday.com
Create Your Own Calendar
○ http://www.wineclubgroup.com/annual-wine-holidays
Hashtag Tracking
○ Twitter
○ Facebook
Finding and Tracking
15. • Is your content preparatory or reactionary?
• Are you helping people prep for the day or get ready for the day?
• Are you just celebrating on that day?
Example: National Taco Day is Oct. 4th. On Sept. 27th
You could write a post telling about how National Taco Day is in a week with favorite
recipes, the history of tacos, a debate of soft or crisp, etc. That is a preparatory post.
If you just happen to see a social post on the 4th and realize it is National Taco Day
your post could be more along the lines of “10 Reasons I Love Tacos” or share some
funny taco memes. This is more of reactionary content.
Content Marketing Ideas
20. • Tie the occasion to your niche
• Coffee supports productivity,
Creativity, and mental function
• Use the trending hashtag for
discoverability
National Coffee Day
21. • Communicate
• Merchants, give your affiliates a heads up
• Affiliates, talk to your merchants
• Custom Graphics
• Any special products?
• Special coupon codes and promos
• Recruit around specific days or events
• Blogs
• Social
• Niche sites
Affiliate Managers and OPMs
25. • Create emails specifically around the holiday
• Link to old content in your newsletters
• Add a “holiday” section to your template and
feature new ones each day as additional
newsletter content
Newsletters and Emails
27. ● Choose Your Niche
● Research What Is Already There
● Create Content
● Choose Hashtag
● Press Release
● Reach Out to Merchants, Affiliates, Bloggers, etc.
Creating Your Own Day
29. Creating Your Own Day (Good Example!)
National Jersey Day - NFLPA and Fanatics.com
● Started in 2015
● First Friday in November
● Encourages everyone to wear their favorite jersey
● #jerseyfriday - thousands of engagements
● Social contests
● Great marketing messages
● Affiliates can promote the heck out of days like this
34. • Simple tool to add
UTM parameters
• Reduces “Direct/None” in
Google Analytics reports
Use Google Campaign URL Builder
35. Checkiday.com to find what ‘day’ it is
Use Publisher Toolkit (toolkit.fmtc.co)
and ShareASale Deal database to
find relevant deals
Finding Affiliate Channel Deals