Style, success & sales - Getting the most from Fashion Bloggers

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Fiona Gandy, Key Account Manager at 7thingsmedia takes you through how a fashion brand should effectively be using Affiliate Marketing and fashion bloggers. …

Fiona Gandy, Key Account Manager at 7thingsmedia takes you through how a fashion brand should effectively be using Affiliate Marketing and fashion bloggers.

From the outset, fashion merchants must strike a balance between retaining control of communications to consumers, and ensuring the right type of affiliates stay on board and on message
to progress the brand and maximise sales

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  • 1. BALANCING BRAND VERSUS SALESGETTING THE MOST FROM YOURFASHION PUBLISHERSPresented byFiona GandyKey Account Manager, 7thingsmedia@FiGandy@7thingsmediaHashtag: #A4UB7
  • 2. 7thingsmedia• Performance-based marketing agency, founded in 2009• Offices in London and New York• Clients include:• Services include: Affiliate, Display, Lead Generation, SEO, PPC & Online PR• Recent awards: • “Best Affiliate Agency” - Winner, A4uAwards 2011 • “Best use of Affiliate Marketing” – Finalist, NMA Awards 2011
  • 3. Affiliate marketing the growth•UK affiliate market worth est. £4.62bn in 2010*•Est. over £5bn by end 2011•Est. £280m+ paid in affiliate commission * Affiliate Marketing Econsultancy Buyer‟s Guide, 2010
  • 4. Complex landscape Needs to be managed effectively
  • 5. Affiliate value Brand Relevance High Low High •Develop close relationships •Assess brand compatibility •Improve conversion •Bespoke strategy for mutualPotential •Identify new opportunities benefit •Tactical campaigns Growth •Maintain relationship •Automated approach •Evolve the proposition •Minimal touch point Low
  • 6. Voucher and cashback…•Getting the most out of your voucher and cashback affiliates • Communication is key • Share information and DATA • What are your competitors doing? • What are you looking to achieve? • Higher AOV? • Acquisition? • Shift stock?
  • 7. Voucher and cashback…•Monitor • Who‟s saying what and where? • On brand messaging• Agent Provocateur saw a 115% yearly revenue increase by applying this
  • 8. Fashion aggregators• Timescales• Product feed• Budget• Commission
  • 9. Bloggers•Very brand loyal• Traditionally a low converter • Find ways to work with this – EPC • Exclusive offers•Put yourself out there
  • 10. Events
  • 11. Events
  • 12. Who‟s who…
  • 13. Get your house in order•Review Terms & Conditions • Use to assist in your screening process•Welcome email – branded HTML, concise information, include current promotion /banners•Contact information•Replace old banners / text links•Ensure product feed is working • Listen to requests
  • 14. Commission• What could you afford to pay? • Think ahead to potential incentives• What do your competitors pay?• What do your re-sellers pay?• Different commissions for new /returning customers?• Tiered structures / category “item level” specific• Is your affiliate budget structured for scale (fixed, semi-variable, variable)
  • 15. OptimisationEPC = CPA & CTR & OSC •Compelling creative •Deeplinking to specific products •Strong consumer offers/ voucher codes Pay affiliates more •Reducing the customer journey •Securing good placements on the •Easy site to use affiliate site
  • 16. Know your objectives
  • 17. Planning and strategy Seasonality Promotional Strategy Budget Competitor Strategy Granular Targets / KPIs Activity Reflection & Plans by React & tweak Assigned to Measured Learning fed Affiliate plans where each Affiliate Against into nextSegmentation required Channel Targets daily quarter plans Types Trading Plan
  • 18. Recruitment•Recruiting your fashion affiliates: • Agencies • Events – be creative • Affiliate days • Networks – newsletters / own events • Gap analysis... (wait until you hear about Affiliate Manager Plus) • Affiliates4u – banner / posts • Google alerts ...segment
  • 19. Segmented recruitment Top affiliates •Strong relationships •Bespoke strategies Content PPC Cashback Voucher •Create better •Investigate the •Tactical Code collateral to tactical use of approach as •Do we want to allow affiliates affiliates on opposed to play? to promote brand+generic “always on” •What are our more effectively terms approach rules of engagement? Nursery Programme •Engage inactive and lapsed affiliates •Do they need an arm round the shoulder or a kick up the behind?
  • 20. Communication• One to one and one to many approach• Segment by type of affiliate and therefore by type of content• If you want control then you have to feed affiliates• Work alongside PR team• It‟s not just the fluffy stuff - trading style relationship with affiliates• Create an army of affiliates • Think outside the box ; look books, press day invites
  • 21. Communication• Step 1 • Step 2
  • 22. Communication• Step 1 • Step 2
  • 23. Stand out
  • 24. Incentives• Identify your goals• Segment – every affiliate is differentCash; Commission on next month‟s sales; Tiered structure; Exclusive vouchercode; Products; Previews;Champagne or chocolate; VIP events; Away days; Holidays• Attractive, Achievable, Fun!• Expectations...It‟s not the lottery
  • 25. Incentives
  • 26. Innovations• Content units • Social widgets / linking – everyone becomes an affiliate• Feed optimisation• Mobile • Rewarding check-ins • Location based offers in-store and online • Offline editorial / advertorial accountability
  • 27. Innovations• Re-targeting• Re-marketing• Facebook shop• Innovative approach • Absolute focus on value as well as volume • Move away from the Affiliate Marketing „norm‟ • Not just “affiliates
  • 28. Not impressed by coverage?
  • 29. 7things…tomorrow7 things to implement on your affiliate programme tomorrow:1. Get your house in order2. Identify your key objectives and plan3. Segment your affiliates - By volume and type4. Review your EPC – how can you improve it?5. Recruit, recruit, recruit6. Strengthen relationships7. Innovate (...and talking of innovation)
  • 30. Introducing...
  • 31. Thank you & questionsThank you to my beautiful panel:- Eve- Sarah- Alex