Online traffic gets extra big for the holidays not just for retailers but many other websites as well. People look for all types of information so visibility is potentially quite high, which means advertising dollars can be maximized if you plan early.
Media planning and more specifically, Internet planning can be integral and can increase the profile of your business and its online presence. Hollis Thomases of Webadvantage discussed just this topic in an blog entry for Clickz. She recommending contacting publishers and submitting RFPs now because the holiday season is coming quickly.
She uses the Better Homes & Gardens’ site as an example. The site, owned by the Meredith Corporation, started surveying early in the summer because the holiday are their heaviest trafficked time of the year.
The campaign they’ve developed is the “100 Day of Holidays” and it’s running from September 24th to January 2nd. This campaign covers all the major holidays from Halloween to New Years and will have time devoted to Thanksgiving, Hanukkah, Christmas and Kwanzaa as well. They’re going to have tons of stuff for the site but the more important thing is they’re already sending out the advertising and pitching to “clients that make sense.”
She also goes on to discuss Yahoo, AOL and eDiets.com planning for the coming months for contests and various other things. These companies aren’t jumping the gun either. Planning needs to be strong too.
She’s got some great information in this article that shows organizations what they need to be doing now to be ready for the holiday onslaught.
John Stith is a staff writer for murdok covering technology and business.
