David Vs Goliath - Robert Glasgow - webgains

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Robert Glasgow, Webgains, Affiliate Marketing, SME, SMEs

Robert Glasgow, Webgains, Affiliate Marketing, SME, SMEs

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  • 1. David and Goliath Affiliate Marketing for SMEs A4uexpo London 2008 14 th October
  • 2.  
  • 3. What is a SME?
    • An enterprise which employs less than 500 people; has an annual turnover of less than €100m and/or balance sheet assets of less than €86m; and has no more than 25% of its capital or voting rights owned by a larger firm or public body (European Commission definition).
  • 4. Characteristics of a SME?
    • Typically small marketing budget
    • Lack of in-house resource
    • No scale advantages
    • ‘ Hands-on’ approach
    • Quicker decision-making processes
    • Often niche retailers
    • Often high-growth
  • 5. What can Affiliate Marketing bring to the party?
    • Tactical marketing
    • Strategic marketing
    • Brand building
  • 6. Tactical marketing - characteristics
    • Short Term in nature
    • Focus on market share (or brand building)
    • Akin to trade marketing
    • Tools employed: high commission rates, discounted prices, competitions with high-value prizes, open ppc policy, discount vouchers
  • 7. Case Study: Gift Merchant
  • 8. Case Study: Gift Merchant
  • 9. What can Affiliate Marketing bring to the party?
    • Tactical marketing
    • Strategic marketing
    • Brand building
  • 10. Strategic Marketing - characteristics
    • Long Term
    • Ongoing partnership between merchant and affiliate
    • More Focus on niche and bespoke optimised sites
    • Tools employed: SEO, Flexible ppc policy, competitions, discount vouchers, email offers, tiered affiliate commission rates,
  • 11. Case Study: Niche Retailer
  • 12. Case Study: Niche Retailer
  • 13. What can Affiliate Marketing bring to the party?
    • Tactical marketing
    • Strategic marketing
    • Brand building
  • 14. Branding - characteristics
    • Short - medium Term
    • Focus on making the brand known
      • Reach to target demographic
      • Agreed brand attributes
      • Agreed contextual associations
      • Agreed promotional methods
    • Free for Merchants
    • Tools employed: Open PPC policy, semantic targeting on content, pops,
  • 15. So What?
    • Affiliate Marketing is efficient for SMEs because:
      • No wastage - only pay for actual sales
      • Low risk channel
      • Free branding
      • Budget can grow with sales
      • Easy and inexpensive access to Network affiliate base
      • Can rely on Network account managers
  • 16. Key Success Factors! They sound simple but you would be amazed!
    • Plan with your account manager
    • Understand the economics of your business
    • Communicate with your affiliates
    • Stick to your agreements (really!)
    • Pay your affiliates (yes, really!)
    • Introduce changes with appropriate warnings
  • 17. Don’t get it wrong!
  • 18. What can Affiliate Marketing bring to the party?
    • Tactical marketing
    • Strategic marketing
    • Brand building
  • 19. Questions?
  • 20.
    • Hero Grigoraki: Effective Discount Voucher Code Wed 15 th , 11 – 12 pm Platinum 5 & 6
    • David Crystal: Website Linguistics, Wed 15 th , 16.30 – 17.30 Platinum 5 & 6