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The European Agency Client Relationship - Exposed! - Micky Khanna
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The European Agency Client Relationship - Exposed! - Micky Khanna

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  • 1. The Agency / Client Relationship Exposed! Micky Khanna (Existem AM) Kenneth Dayley (Crocs)
  • 2. Contents
    • Who are the presenters?
    • Background to Agency appointment
    • Deliverables
    • Agency / Client / Joint Roles
    • Challenges
    • Successes / Lessons Learned
    • The Stats…
    • What Else Did We Learn?
    • Q & A
  • 3. The Presenters
    • Micky Khanna
    • Sales Director, Existem Affiliate Management
    • Kenneth Dayley
    • Global Online Business Development Manager, Crocs Inc
    • Runa Reno
    • International Account Manager, Existem Affiliate Management
  • 4. Background to Appointment
    • Crocs is a global organisation
    • Affiliate Programme was live in UK, DE, FR, NL, ES, and IT
    • Single internal affiliate resource
    • Needed EU based programme management with localised knowledge of each Territory
    • Networks unable to deliver a central solution
  • 5. Deliverables
    • Local market support
    • Dedicated contact point
    • Broad knowledge of affiliate marketplaces
    • Communications programme
  • 6. Client Role
    • Define requirements for agency
    • Define KPI’s and reporting parameters
    • Set contact frequency
    • Maintain site function / stock
    • Notify of client side issues
    • Provide marketing input / guidance
  • 7. Agency Role
    • Discuss and agree client brief
    • Translate into a strategy
    • Implementation of marketing / product messages
    • Recruitment, maintenance and growth
    • Reporting and communication of KPI’s and results
    • To deliver affiliate expertise and local knowledge for each territory
  • 8. Joint Roles
    • Agree feasible deliverables
    • Agree strategy
    • Adhere to any timetables
    • On-going communication process
  • 9. Challenges
    • Language support for all markets
    • Coordination of communication
    • Relationships with distant affiliates
    • Establishing common goals
  • 10. Successes and Lessons Learned
    • 4 new territories launched SE, FL, AT, and EU (generic)
    • UK network migration (- Zanox to Awin) by Feb 11
    • Triple-Digit growth YonY in Sales
    • Order Volumes vs Sales revenues
    • Plans to roll out across PL, NO, and RU for 2011
    • Challenging diversity of affiliates
    • Always a need for more!
  • 11. The Stats…
    • Top Territories for Crocs:
    • Date Ranges from Jan-May 2011 (first set of YonY Stats we have)
  • 12. DE
  • 13. FR
  • 14. UK
  • 15. NL
  • 16. What Else Did We Learn?
    • Rapport is essential
    • Realistic goals are essential
    • Realistic measurements required
    • Professionalism and flexibility
  • 17. Questions?
  • 18. Thank You!