Publisher Prep: 5 Keys to Successful Promotion Planning

Q1 has huge seasonality for many brands. These brands usually start coordinating their promotions with publishers at least 5-6 weeks in advance, which means publishers need to be prepared for a quick turnaround after Q4. As chaotic as this may seem, Ignite OPM has compiled a checklist of their five most important publisher to-dos to ease your mind and ensure you’re ready for the Q1 holidays.

  1. Reach Out to All Current Advertiser Partners About Holiday Promotions
    By reaching out to the advertisers in your network, you’re able to identify any and all promotions advertisers are offering for holidays such as Valentine’s Day or President’s Day. This is also the time to ask for any creative or copy assets publishers may need from advertisers in order to run the promotions.

  2. Identify the Best Promotions for Your Audience
    It’s crucial to ensure the promotions you’re agreeing to run align with your audience. In aligning the brand with your audience, you’re usually guaranteed the promotion will be successful, which means conversion rates should increase and so will your wallet.

  3. Confirm Commission Rates and Any Special Terms
    This is simple. Make sure commission rates are mutually understood and agreed upon, as well as any special payout terms the advertiser may have pushed to you have been accepted.

  4. Notify Advertisers of Additional Opportunities
    In addition to running advertiser’s promotions, it’s beneficial to offer additional opportunities such as gift guide or newsletter placements, if available. This way both the advertiser and publisher are getting the most out of the holiday placements. Typically, these conversations happen over the phone so you’re able to customize how you can help the advertiser scale their traffic and reach their KPIs during the holiday season.

  5. Confirm All Start and End Dates for Promotions and Commission Changes
    The final piece to the puzzle is solidifying the details. Confirming all start and end dates for promotions and commissions changes is a major key. Publishers also need to test all unique links provided by the advertiser to ensure everything is locked in before the promotion launches.

These tips are useful for all holidays and non-holiday seasonality year-round - in Q1 this can include Valentine’s Day, President’s Day, and Spring Break. Reach out now to Ignite OPM to see which of our clients are running holidays promotions now.