How to Sell $30 Billion

5 Key Insights From Alibaba's Record-Setting Singles Day Sales

Singles Day is the single biggest shopping holiday in the world. Last year, it raked in more than $50 billion in sales in a single day and its main sponsor, the online retail giant Alibaba, brought home more than $30 billion of that. Yet it is virtually unknown in the U.S. In this presentation, Ben Kaplan will explain how — through the power of viral time triggers and calendar-based marketing — Alibaba took a relatively unknown Chinese holiday and turned it into the single most lucrative retail day in history. And how they continue to do it year after year.

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Key Takeaways:

  • How to optimize viral time triggers to drive immediate consumer action.

  • How Alibaba's use of calendar-based marketing (which activates consumers at a peak moment in time) represents the most transformative approach to consumer in the past decade.

  • How to engage your customers more quickly and compel them to laugh, cry, share, and buy.

  • Why U.S. retailers like Sears are so much less effective on Black Friday + Cyber Monday than China's Alibaba on Singles Day.

  • How brands can leverage calendar-based marketing year round, not just for Singles Day.

Intended Audience

  • U.S. retailers of all sizes

  • Marketing and PR professionals looking to boost their brand.

  • New and seasoned entrepreneurs looking to improve their own ability to innovate better and faster.

  • Major brands that are innovating and entering new markets and need to be seen as the "authority" in their field.

Full Description:

This past year, Singles Day in China became the biggest day of commerce in the history of the world — with Chinese retailer Alibaba selling more than $30 billion in a single day. But why is this the case? How did Alibaba transform a relatively unknown holiday into a retail phenomenon? What can you learn from Alibaba about how to drive immediate consumer action for your product, service, brand, or store?

This presentation will take a deep dive into the inner workings of calendar-based marketing — including the foundational viral triggers that create a sense of urgency, scarcity, and a flood of social proof.

How do you take your traditional call-to-action (CTA) and transform it into a viral call-to-action (vCTA) that is 10X more effective?

Presenter Ben Kaplan — CEO of viral marketing agency PR Hacker [] and publisher of the viral holiday website National Today [] — will show you how Alibaba did it and how you can, too.