In this edition of the Affiliate Buzz, host James Martell, welcomes guest Carolyn Kmet (@Catango), CMO from All Inclusive Marketing, to discuss how to prepare for the always important yearly fourth quarter.
Q4 is a busy time for many thanks to back-to-back holidays like Thanksgiving, Hanukkah, and Christmas. For affiliate managers that means a lot of opportunity to work with retailers to prepare and strategize their year-to-year bottom line. Take for instance Google which enjoyed a 36% increase in revenue from 2011 to 2012.
Looking to the Past to Prepare for the Future
Listen to Carolyn explain why before preparing for this year’s Q4, affiliate managers need to begin by looking at last year’s Q4. Just looking at the bottom line is not enough. Some of the things she suggests looking at include:
- Promotions and their level of success
- What drove traffic last year
- Products that sold last year
Listen to Carolyn expand on the above points and explain why inventory, sales, and what drove traffic are three different things. She also explains to James what data to track from the current year and how to compare it to the data from last year’s Q4.
QF from Preparation to Post-Holiday Drop-Off
Carolyn cautions not to get so bogged down by Q4 data that it hinders how you prepare for the upcoming season. Tune in to hear her tips on how to prevent this from happening so that focus can be placed on the real priorities, like marketing products that will increase your bottom line.
Q4 really gets the momentum going for website traffic, starting with Black Friday (the day after Thanksgiving in the United States) right up until the last date to ship for products to arrive in Christmas. Some other points Carolyn discusses with James include:
- What to expect after the holiday rush especially during January and February
- Taking advantages of holidays outside of the United States (such as Boxing Day)
- When is the best time to start planning for next year’s Q4
Also listen to the top 3 things that retailers should be doing to prepare for the upcoming Q4 season. You will not want to miss the things Carolyn suggests doing to ensure a successful Q4 season. For example, don’t start Q4 by experimenting with a new shopping cart on your site!
Some of the Things Merchants Can Do to Help Affiliates
James and Carolyn discuss the relationship between affiliates and their merchants. With a good relationship between the two, both can enjoy the benefits of a successful Q4 season! In this episode you will also hear James explain why research is one of the pivotal elements of a great relationship between merchants and affiliates.
Tune in now to hear all the useful advice shared by James and Carolyn in this episode of Affiliate Buzz. Whether you are an affiliate, a network manager, or a retail merchant this advice can help your marketing campaign!