Once the basics are done: How to get affiliates motivated further Ralf Hein nonstopConsulting International
<ul><li>You want something from the affiliate </li></ul><ul><li>The affiliate has no need to do anything for  you </li></u...
<ul><li>Get the basics right </li></ul><ul><ul><li>conversion </li></ul></ul><ul><ul><li>commission </li></ul></ul><ul><ul...
<ul><li>Make your offer part of the relevant set for the affiliate </li></ul><ul><li>Build strong personal relationships <...
<ul><li>A stable partnership (also in rough times) </li></ul><ul><li>Additional market insights </li></ul><ul><li>Valuable...
<ul><li>Fun events - build personal relationships </li></ul><ul><li>Workshops  -  generate ideas and develop new business ...
<ul><li>Tap into the resources available right at your fingertips: your products </li></ul><ul><li>Help affiliates build t...
<ul><li>Investment: Merchant provides (free) products for the affiliates to use </li></ul><ul><li>Condition: Affiliates ap...
<ul><li>Build-up of affiliate user base (opt-ins) </li></ul><ul><li>Make offer of affiliate more attractive </li></ul><ul>...
<ul><li>Airline provided 50x2 return tickets for weekend-trips to the Mediterranean </li></ul><ul><li>More than 60 ideas w...
<ul><li>New contacts to several unknown affiliates </li></ul><ul><li>Better relation and intensified contact with applying...
<ul><li>Shared promotions put existing materials (products) to good use </li></ul><ul><li>Affiliates are getting involved ...
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Affiliate Managers Toolkit (Ralf Hein)

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  • Affiliate Managers Toolkit (Ralf Hein)

    1. 1. Once the basics are done: How to get affiliates motivated further Ralf Hein nonstopConsulting International
    2. 2. <ul><li>You want something from the affiliate </li></ul><ul><li>The affiliate has no need to do anything for you </li></ul><ul><li>You are just one of many merchants </li></ul>Understanding the usual situation
    3. 3. <ul><li>Get the basics right </li></ul><ul><ul><li>conversion </li></ul></ul><ul><ul><li>commission </li></ul></ul><ul><ul><li>creatives </li></ul></ul><ul><ul><li>communication </li></ul></ul><ul><li>But: there will always be someone paying more, having higher conversions, better creatives, nicer affiliate managers ... </li></ul>What to do?
    4. 4. <ul><li>Make your offer part of the relevant set for the affiliate </li></ul><ul><li>Build strong personal relationships </li></ul><ul><li>Share ideas and discussions </li></ul><ul><li>Support, trust and transparency </li></ul><ul><li>Invest in your affiliates </li></ul>Get your affiliates involved!
    5. 5. <ul><li>A stable partnership (also in rough times) </li></ul><ul><li>Additional market insights </li></ul><ul><li>Valuable feedback </li></ul><ul><li>Access to new affiliate projects & ideas </li></ul><ul><li>Overall: motivated affiliates </li></ul>The merits of involvement
    6. 6. <ul><li>Fun events - build personal relationships </li></ul><ul><li>Workshops - generate ideas and develop new business together </li></ul><ul><li>Shared promotions - provide affiliates with reasons to think about you </li></ul><ul><li>... </li></ul><ul><li>Commissions alone don’t create involvement </li></ul>How to get involvement
    7. 7. <ul><li>Tap into the resources available right at your fingertips: your products </li></ul><ul><li>Help affiliates build their business </li></ul><ul><ul><li>actual promotion is done by affiliate </li></ul></ul><ul><ul><li>affiliate gets benefit of promotion </li></ul></ul><ul><ul><li>merchant only provides material </li></ul></ul>Shared promotions
    8. 8. <ul><li>Investment: Merchant provides (free) products for the affiliates to use </li></ul><ul><li>Condition: Affiliates apply with ideas on how to use them </li></ul><ul><li>Result: builds very intense involvement of affiliates trying to develop ideas </li></ul>Shared promotions
    9. 9. <ul><li>Build-up of affiliate user base (opt-ins) </li></ul><ul><li>Make offer of affiliate more attractive </li></ul><ul><li>Opportunity for affiliate to approach others for cooperation </li></ul><ul><li>No direct incentivising of sales </li></ul>Typical shared promotions
    10. 10. <ul><li>Airline provided 50x2 return tickets for weekend-trips to the Mediterranean </li></ul><ul><li>More than 60 ideas where sent in </li></ul><ul><li>10 ideas where chosen and given tickets </li></ul>Shared promotions example
    11. 11. <ul><li>New contacts to several unknown affiliates </li></ul><ul><li>Better relation and intensified contact with applying affiliates </li></ul><ul><li>Very productive discussions and later promotions with the selected affiliates </li></ul><ul><li>Higher involvement and improved relationships </li></ul>Shared promotions typical results
    12. 12. <ul><li>Shared promotions put existing materials (products) to good use </li></ul><ul><li>Affiliates are getting involved with the product and can build their business </li></ul><ul><li>Greatly improve affiliate relationships </li></ul><ul><li>Stable results in the longer run </li></ul><ul><li>Drawback: No direct impact on sales. </li></ul>Conclusion

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