Electronic Retailer November 2013 - (Page 48)

[smartBuy] T he holiday season is finally upon us, and my excitement is at an all-time high. With the exception of my birthday (which I believe should be celebrated by the masses), Thanksgiving and Christmas are my favorite holidays. Sitting in front of the television and consuming mass amounts of home-baked goods is more acceptable in the fall and winter, and if eating and seeing loved ones isn't enough, presents make the season that much better. Everything about this time of year screams fun, and people seem a little bit nicer. November brings more to the table than turkey and cranberry sauce in the world of advertising, though. Sweeps are always an exciting time, as many top shows roll out special guest stars and episodes. Retailers and advertisers push hard for additional foot traffic, especially on Black Friday, and election season comes to an end just in time for a plethora of holiday-themed programs. Thanksgiving is known for the food, the football, and the floats. Every Thanksgiving morning, my family makes a big breakfast to enjoy during 48 electronicRetailer | November 2013 Giving Thanks By Eddie Wilders the parade. Then, turkey in the oven and football blaring through the house, it's on to the big meal. With every year, our group has grown-and so has the television. There's only one way to watch Al Roker talk about cartoon floats: on a 55-inch HDTV. TV viewing during the holiday doesn't always translate into big sales for the direct response advertiser, however. In fact, response during the week leading into Thanksgiving is down compared to the previous week, taking a 14 percent hit last year. Once the holiday and Black Friday are over, response rebounds 27 percent to levels seen during the first three weeks of the month. In analyzing the fourth quarter for the past three years, November has shown the highest response-even including the week of Thanksgiving. Response should be particularly high during the first two weeks of the month. As more DR advertisers enter the retail world (have you seen the "As Seen On TV" section at your local CVS?), the need for telephone sales has diminished. With more emphasis on moving customers to retailers, advertising has taken a bit of turn for the direct marketer. We've seen a shift from the Eddie wilders is vice president of research and analytics of Lockard & Wechsler Direct in Irvington, N.Y. traditional :120 commercial in favor of a :30 ad that shows the benefits of the product and where it can be found. Impressions and viewerships have replaced cost per order (CPO) calculations. As we move through the holiday season, many direct marketers will fight with big retailers and products for precious ad space. More ads pushing Black Friday pop up as the month progresses, creating inventory issues and taking time away from :120 commercials. Pushing :30 commercials when viewership is high will ease the pain. Local broadcast television advertising can be a nightmare during the first week of November, when local elections come to an end. Commercial breaks during the local news or an episode of Seinfeld are covered with

Table of Contents for the Digital Edition of Electronic Retailer November 2013

Happenings
Bottom Line
Dispatches
Retail Movers
Data Mining
IMS Retail Rankings
JOrdan Whitney's Top Categories
Dish With Rick Petry
Law & Orders
DR 101
All Aboard
Show & Sell
InfoNation
The Greening of Fulfillment
Smart Buy
Classifieds
Advertisers' Index
Parting Shot

Electronic Retailer November 2013

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