Standing out from the Crowd. How to make your affiliate campaign stand out in a competitive marketplace

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Presentation from TFM&A by James Little / AffiliateFuture in March 2011. …

Presentation from TFM&A by James Little / AffiliateFuture in March 2011.

Includes case study from travel site Sunshine.co.uk on how Affiliates helped them generate £17m Revenue in their second year of business.

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  • Communicating with affiliatesVirtual sales forceCreating landing pages to remove phone numbers and increase online converison rates.Offer real support & help (think content)
  • You may have seen Chris Brown in a recent episode of The Secret Millionaire
  • Macbook air very sought after
  • Over 1,000 holidays & £1m revenue sold per month in peak periods via Affiliate Channel alone
  • IMA Award – up against TalkTalk and ???? – only non-established brand to win an award that night

Transcript

  • 1. Standing Out from the CrowdHow to make your affiliate campaign stand out in a competitive marketplace.James LittleClient Services Directorwww.affiliatefuture.co.uk
  • 2. Who am I?
    • Working online since 2000
    • 3. Background in Web Development
    • 4. Spend past 6 years working in Affiliate Marketing during which time have experienced working for client, agency and network
    • 5. Industry thought leader & highly commended at A4U Awards 2010
  • About AffiliateFuture
    A4U Award winner - 2010
    Innovation Award, Highly Commended Account Manager and Overall Network
    Launched in 2002
    Networks in UK, USA, Eurozone
    Offices in London, New York, Madrid, Oviedo
    Group has over 800 staff
  • 6. AffiliateFuture Performance
    300,000 website publishers
    900 advertisers
    83 million clicks per year
    5 million transactions per year
    £160 million sales per year for merchants
    £10 million per year commission paid to affiliates
  • 7. Client Portfolio
    AffiliateFuture Portfolio
  • 8. The challenge
    • Affiliate Marketing is now a extremely competitive market
    • 9. Across the top 4 UK Affiliate networks there are over 3,000 Programmes
    • 10. AffiliateFuture alone have over 250 merchants in the travel sector
    • 11. So how do you get your voice out?
  • The Solution
    • Think of Affiliates as your “Virtual Sales force”
    Education – Dedicated Landing page with additional product information – FAQs, seasonality, etc.
    Regular relevant communication / Engagement
    Regular Rewards or Incentives
    • Help with conversions
    Cut down leakage – do you show a phone number for affiliate traffic?
    Are you de-duping against brand?
    Are you monitoring the conversion rate?
    Voucher Codes – these can help with conversion for all types of affiliates
    • Thinking outside the box
    What else could you give affiliates, especially new ones to help them promote you?
  • 12. Case Study
    How Sunshine.co.uk stood out from the crowd and generated £17m Revenue in a year
  • 13. About Sunshine.co.uk
    • Founded in 2007 by Chris, Chris and Alan after selling Affiliate site HolidayWatchdog to TripAdvisor/Expedia
    • 14. Specialised in offering low-cost dynamically packages holidays
    "The big idea behind sunshine was a simple one.
    If low-cost airlines can work, so can a low-cost travel agent."
  • 15. The Objectives
    To establish and build brand awareness of recently launched sunshine.co.uk
    To attract and secure 400 business-generating affiliates within six months of launch
    To achieve 10,000 unique visitors in the first month of launch
    To establish and grow consumer confidence in sunshine.co.uk
    To generate 10 sales per day within three months of launch
    To achieve 3.5% conversion rate within three months of launch
    Sunshine.co.uk’s overriding strategy was to be the best resourced travel merchant for affiliates in the UK.
  • 16. The Launch
    Launched with very competitive 7% commission rate
    Launched with incentive to win Macbook Air (recently launched) just by placing a link on Affiliate site or promoting the programme on affiliate blog
    Created dedicated resource center at www.sunshine.co.uk/affiliates/ with Blog, Live chat, RSS offer feeds and search boxes
  • 17. The Incentives
    Send total of 12 Affiliates to Barbados as part of AffiliateFuture network incentive over 2 years
    Launched a “fam trip” incentive where the two winners were sent to Orlando/Fuerteventura
    Given away two Macbook Airs
    Given away tickets to industry events such as A4U Awards/Expo
  • 18. Sunpress
    sunshine.co.uk + Wordpress= sunPress
    Launched at A4UExpo 2008
    Aimed at non-travel affiliates or domain based affiliates
    Allows creative of a travel site in minutes
    Integrates with sunshine.co.uk XLM API
    Helped new travel affiliates earn thousands in revenue each month
  • 19. Conversion rates
    Worked with Conversion Rate Experts on Split testing landing pages, in-depth analytics, usability testing and customer surveys
    Made changes to the site that almost doubled the conversion rate – helping affiliates earn even more from their clicks
  • 20. Communication
    Affiliate Blog with all the latest news
    Live chat with via bespoke Affiliate Site
    Regular Newsletters to Affiliates
    Available on MSN, phone or email, even out of hours
    Frequent posts & guest articles on industry forums such as Affiliates4u.com
  • 21. Initial Results
    To achieve 10,000 unique visitors in the first month of launch
    To achieve 3.5% conversion rate within three months of launch
    To attract and secure 400 business-generating affiliates within six months of launch
    To generate 10 sales per day within three months of launch
    In the second month of business, sunshine.co.uk attracted 29,032 unique visitors
    In the fourth  month of business sunshine.co.uk achieved a conversion rate of 4.6%
    Within five months:
    444 Affiliates
    Sold 1,470 holidays
    452,477 Unique Visitors
    Generated over £700,000 in revenue
  • 22. The Results
  • 23. The Awards?
    IMA Affiliate Marketing Award Winner 2008
    Highly Commended in 2008 eConsultancy awards
    Winners of Affiliate Manager of the Year a4uawards 2008 & 2009
    Finalist in TravolutionPioneers category 2009 awards
    Best Travel Agency site at Travelmole Web Awards 2010
    Nominated for 2010 Travel Agency Achievement Awards
  • 24. Their Affiliates
    “I use sunshine.co.uk because they offer the best commision rate in the industry, their site converts very well and they are very switched on with regards to affiliate marketing as a whole” Frank Paul, Lollipop.co.uk
    “sunshine.co.uk are the only site I’ve put on my portfolio of travel domains. Without them I would not have entered the travel industry and now it’s one of my biggest verticals” GulshanBaryah – Various Domains
    “sunshine.co.uk are the perfect fit for my site – their prices are virtually unbeatable and the service I get from them as an affiliate is second to none” Owner – Magaluf.co.uk
  • 25. James Little
    AffiliateFuture
    James.little@affiliatefuture.co.uk
    Telephone: +44 (0)20 7936 6575