From Zero to Hero: How Red Letter Days Fast-Tracked A Successful Affiliate Programme
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From Zero to Hero: How Red Letter Days Fast-Tracked A Successful Affiliate Programme

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Red Letter Day was famously saved from administration by Dragon Peter Jones and Theo Paphitis in August 2005 - Since then the company placed a major focus on growing affiliates sales from Q3 2007. As ...

Red Letter Day was famously saved from administration by Dragon Peter Jones and Theo Paphitis in August 2005 - Since then the company placed a major focus on growing affiliates sales from Q3 2007. As a result affiliate sales value increased 60% from 2007 to 2008 and by 101% from January to June 2008 to June 2009. In this session Angela and Joshna identify the strategies that have driven this rapid uplift and resulted in their highly commended award at the a4uAwards earlier in the year. Topics for discussion include how to effectively create noise for your programme and grab affiliates attention, developing a flexible and workable commission structure, affiliate communication strategy, running programmes on multiple networks, effective de-duping policy, tailoring strategy based on the affiliate demographic and new angles such as the barriers to video content.

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From Zero to Hero: How Red Letter Days Fast-Tracked A Successful Affiliate Programme Presentation Transcript

  • 1. ‘ From Zero to Hero’ Joshna Patel Affiliate Manager Angela Greenwood Online Marketing Manager How Red Letter Days fast-tracked a successful affiliate programme
  • 2. Our affiliate programme Incentives Recruitment Communication Commissions Summary Creative & tools
    • Affiliate sales value increased by 1 05% from Jan-Sep 2008 to the same period this year
    • Highly Commended for Best Retail Affiliate Programme at the 2009 a4u Awards
    • Affiliate sales have gone from 13% of our total web sales in 2008 to 30% today
    Introduction Getting started
  • 3. Red Letter Days affiliate growth Incentives Day-to-day Communication Commissions Summary Creative & tools Introduction Getting started
  • 4. Getting started
    • A successful programme needs buy-in from all areas of the business
    Incentives Day-to-day Communication Commissions Summary Creative & tools Introduction Getting started
  • 5. Getting started
    • Choosing a network:
    Incentives Day-to-day Communication Commissions Summary Creative & tools Introduction Getting started
  • 6. Getting started
    • Set clear policies and guidelines
      • Deduping against other channels?
      • In what cases will commission be declined?
      • What is your PPC policy?
      • Any types of domain names off-limits?
      • Notice periods for programme changes
      • IAB ethical merchant charter can help you
    Incentives Day-to-day Communication Commissions Summary Creative & tools Introduction Getting started
  • 7. Getting started
    • Make your site affiliate-friendly and minimise leakage:
    Incentives Day-to-day Communication Commissions Summary Creative & tools Introduction Getting started
  • 8. Setting commission levels
    • Know your margin & return rate
    • What are competitors offering?
    • Keep it simple
    • Different commissions for different products
    • Commission on VAT and delivery?
    • Incentive budget
    • Bespoke rates
    Incentives Day-to-day Communication Summary Creative & tools Introduction Getting started Commissions
  • 9. Voucher code affiliate commissions
    • Flexible approach: affiliate choice of discount plus commission within parameters:
      • Discount + commission = maximum of 13%
      • Discount code no more than 10% (unless short-term exclusive deal)
    Incentives Day-to-day Communication Summary Creative & tools Introduction Getting started Commissions
  • 10. The day-to-day
    • A day in the life of Joshna!
      • Validating commissions
      • Finding new affiliates
        • Who’s working with your competitors
        • a4u forum
        • High ranking on desirable search terms
        • Convert paid advertising pitches
      • Responding promptly to enquiries
      • New creative and maintaining product feed
      • Communication
      • Keeping up with industry developments
    Incentives Communication Commissions Summary Creative & tools Introduction Getting started Day-to-day
  • 11. The real day-to-day! Incentives Communication Commissions Summary Creative & tools Introduction Getting started Day-to-day
  • 12. Listen!
    • Listen to ideas from your affiliates – they are most likely working with your competitors!
    • Read key affiliate blogs to keep updated on industry news
    • Get an affiliate account and see what they see
    • The better the relationship, the more likely they are to promote you
    Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 13. a4u forum Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 14. Network communication Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 15. Email
    • Weekly top offers
    • Seasonal or special promotions
    • Segment your list and target
    • Include deeplinks for cutting and pasting
    • Give expiry dates for any offers
    Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 16. Programme changes
    • Communicate well in advance
    Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 17. Red Letter Days affiliate blog Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 18. Making yourself known
    • Interact with your affiliates wherever they may be – a4u forum, Messenger, email, phone, events, Twitter, pub!
    • Consider supporting an affiliate event e.g. contribute prizes, money towards bar tab
    • Use your photo when posting on a4u Forum
    Incentives Day-to-day Summary Creative & tools Introduction Getting started Commissions Communication
  • 19. PPC affiliates
    • Potential to drive big sales volumes & fill gaps in your own search marketing campaign
    • Clearly outline your PPC policy
    • Regular updates on top sellers, seasonal campaigns and special offers
    • Ensure robust and up-to-date datafeed
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 20. Voucher code affiliates
    • Issue bespoke codes so you can monitor success/misuse
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 21. Cashback affiliates
    • Leverage community loyalty to build brand awareness and sales
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 22. Content affiliates
    • Innovative use of customer reviews and Flickr photostream
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 23. Email affiliates Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 24. Video content
    • Suitable for your product?
    • Barriers to uptake
    • Consider incentivising use of video
    • Provide a generic video that doesn’t need regular updating
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 25. Product feed Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 26. Banners
    • Offer a good range of variations and sizes
    • Overwrite existing seasonal banners/special offers
    • Keep your banner and link area tidy and simple
    Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 27. Co-branded landing pages Incentives Day-to-day Summary Introduction Getting started Commissions Communication Creative & tools
  • 28. Incentives
    • Team building events to strengthen relationships
    Day-to-day Summary Introduction Getting started Commissions Communication Creative Incentives
  • 29. Incentives
    • Quarterly incentive scheme treats affiliates as individuals rather than ‘one size fits all’
    Day-to-day Summary Introduction Getting started Commissions Communication Creative Incentives
  • 30. Incentives
    • Christmas 2009 incentive:
      • Holiday prizes that all affiliates have a chance to win
      • Guaranteed prizes for hitting various sales tiers
      • Hampers delivered in time for Christmas
    Day-to-day Summary Introduction Getting started Commissions Communication Creative Incentives
  • 31. Incentives
    • Good incentives are talked about …
    Day-to-day Summary Introduction Getting started Commissions Communication Creative Incentives
  • 32. Summary
    • Building a successful affiliate programme is like building successful long-term relationships!
      • Find like-minded partners
      • Communicate, communicate, communicate
      • Listen, understand and fulfil their needs
      • Reward the good stuff
      • Show them LOVE
    Day-to-day Introduction Getting started Commissions Communication Creative Incentives Summary
  • 33. Thank you for listening! Questions?
    • joshna.patel@redletterdays.co.uk
    • angela.greenwood@redletterdays.co.uk