I've been brokering JVs and giving affiliate management/product launch advice for almost 6 years, Online ... and October/November has always been much heavier than the rest of the year, as a rule. There is a stigma about getting launches in prior to Black Friday, so you'll no doubt see a crush to get launches in before that day ... a few have ventured into the first 2 weeks of December and done well because there is less action, but merchants are getting wise to that ... too.
If you simply have to get your launch out at year end, I'd ...
1) Carve out the domain and set up a place marker blog or squeeze MORE than a month in advance.
2) Go after your A List Partners at LEAST a month in advance, and stay in close, personal contact with those you think will comprise your core 'inner circle' of 15, 20, 25, 50 or whatever number of high level partners you feel have the ability to do the most good for your campaign. Schedule calls, offer custom creatives and copy, brainstorm, etc.
3) Have your marketing plan completely laid out and available to your partners (you may want to hold back on the actual content used in specific stages to prevent leaking, and simply give a brief description of the logic and goal of the stage) ... including all pre launch, launch, and post launch outlines ... including rough ad copy and (qualified) product access, what they will be paid ... and WHEN.
4) Stick with your JV Partners at timed intervals throughout launch and pre launch with daily updates (perhaps hold off on Sunday) including any positive numbers, new phase, creatives and/or copy, peer and prospect social proof ... try to mail at the same time every day. I prefer 12PM, EST (except launch day, where I'd email a call to action an hour before, and give an added how we look update at about 6 hours in).
5) 24 hours in ... look at your list, and start following up personally with those who have NOT registered any clicks, or has only a handful. Let them know you're concerned that either they are not getting the JV notifications, or there is a problem that has caused them not to promote that you would gladly try to help them find a solution for ... even if it means setting up a solo emailing at a date after launch - don't let any chances to keep the relationship going escape.
Why go through all this?
Because regardless of how many ... or how good, the only JV partners that will make sales for you are the ones that push the 'send' button ...
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