| By :
Roy Reyer
Copyright (c) 2010 Roy Reyer Has a holiday ever crept up on you finding yourself frantically looking for that special present at the mall on Christmas Eve? Then in the end you buy some inexpensive stocking stuffer because the store shelves are bare and you feel embarrassed because you let your loved one down. This is the same feeling if you will get when you hit a top dollar sales day on your website and realize that you didn't think of starting your holiday marketing campaign until the last minute. When I operated the Radarbusters website, 45% off all my yearly sales came during the holiday season. So the day after Labor Day was the day I started planning out my Christmas promotion. During the holidays my demographic audience took a dramatic shift from being predominately male to female so my main sales copy had to be all rewritten. I also had to preorder my inventory before the end of October so I had to make projections based upon my current rankings/sales and compare them to the year prior. If you're not familiar with the rhythm of Internet marketing and sales, marketing experts have developed an Internet Marketing Calendar to help you know when to kick off your campaigns to take advantage of those top selling days. January Jan 8: Begin Back to School Campaign Jan 10: *Conduct an analysis of the competition (eBay sellers, websites, marketing efforts, etc.) Jan 13: Begin Valentine´s marketing on website Jan 28: Start Valentine´s PPC (pay per click) promotion February Feb 1: Send Super Bowl email with special offer Feb 7: *Optimize/Review your home page and landing pages Feb 9: Valentine´s promotional email Feb 11: Last day to ship for Valentine´s Day Feb 13: Begin Presidents Day sale Feb 14: Valentine´s Day Feb 15: End Valentine´s Day promotion Feb 16: Send Presidents Day promotion email Feb 18: President´s Day Feb 21: Begin Spring shopping season March March 1: *Optimize/Review your website copy March 7: Begin St. Patrick´s Day Sale on website March 8: Send St. Patrick´s Day promotional email March 11: Begin Easter sale on website March 17: St. Patrick´s Day March 18: Send Easter promotional email March 23: Easter Sunday April 24: Begin Summer PPC campaign (for summer product retailers) April April 1: April Fool´s Day April 4: *Optimize/Review your order process April 5: Send Spring promotional email April 18: *Optimize/Review your email capture process and how it relates to your contact list April 25: Begin Mother´s Day sale on website April 26: Send Mother´s Day promotional email May May 2: *Review/Optimize product pricing May 8: Last day to order for Mother´s Day May 11: Mother´s Day May 13: Begin Summer PPC Campaign (for traditional retailers) May 16: Begin Memorial Day sale on website May 17: Send Memorial Day promotional email May 26: Memorial Day June June 3: *Review PPC campaigns June 7: Begin Father´s Day sale on website June 11: Send Father´s Day promotional email June 15: Father´s Day June 20: *Review/Optimize natural search engine strategy June 27: Begin Independence Day sale June 28: Send Independence Day promotional email June 30: End Summer PPC program (for summer product retailers) July July 4: Independence Day July 11: *Begin implementing a linking campaign July 18: *Pursue site credibility indicators July 25: *Optimize/Review email campaign August August 1: *Begin planning Holiday marketing August 2: *Review last years sales data (in prep for Holidays) August 5: Start Back-to-School PPC promotion August 9: *Explore alternative marketing channels August 10: Start Back to School sale August 12: Send Back to School promotion email August 22: End Summer PPC campaign (for traditional retailers) August 24: Begin Labor Day sale on website August 26: Send Labor Day promotional email September First Monday of September: Labor Day First Tuesday of September: Plan out Christmas Campaign September 6: *Review/Optimize customer service & fulfillment September 23: End Back-to-School PPC promotion September 30: Begin Halloween PPC campaign October October 3: Begin Columbus Day sale October 4: Send Columbus Day email October 13: Columbus Day October 31: Halloween November November 1: End Halloween PPC promotion November 7: *Review Holiday promotions November 11: Veterans Day November 14: Begin Holiday Theme on website November 17: Start Holiday PPC campaign November 22: Send early bird Holiday shopping email November 23: Increase PPC bids for Christmas (Thanksgiving Day) November 25: #1 Top Dollar Day November 26: #9 Top Dollar Day December December 13: #5 Top Dollar Day December 16: Send holiday promotion email December 19: #8 Top Dollar Day December 20: Lower PPC bids for Christmas, #2 Top Dollar Day December 21: #7 Top Dollar Day December 22: Last day to order for Christmas, #6 Top Dollar Day December 23: #4 Top Dollar Day December 24: Christmas Eve promotion on website. December 25: Christmas December 26: #3 Top Dollar Day December 27: Send End-of-Year sale email; #10 Top Dollar Day
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