Finding the Golden Nuggets in Mature Affiliate Programs
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Finding the Golden Nuggets in Mature Affiliate Programs

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Find the “golden nuggets” of growth opportunity using data available only with ...

This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Find the “golden nuggets” of growth opportunity using data available only with mature affiliate programs. See 10 actual examples in this sequel to “Growing a Mature Affiliate Program.”

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  • AA (Airport /Sales)Sabre (Tech Director – Travel)President Pencils Plus - RetailTravelocity ( Holiday Autos/ All Hotels)TripAlerts Started two global programs 1&1 – Introducing Affiliate Marketing to Mexico (Vorcu)Over 15 years sales professional / over 5 years managing affiliate program Little bit of experience in Travel, Retail and Tech – Big Three
  • Show of hands (Program Managers/ 6 months/1 yr/3 yrs)How many complete and follow annual Business Plans? (get to that later)Get out of the grind/ look at it freshPersonal: Came to 1&1 (mature program) look at as the new guySome things to do first
  • Reviewing your partner segmentation. Understand your risk and exposure. Identify new opportunities within your existing publisher base.

Finding the Golden Nuggets in Mature Affiliate Programs Finding the Golden Nuggets in Mature Affiliate Programs Presentation Transcript

  • Affiliate Summit West 2014
  • John LoBrutto - Merchant ◦ 1&1 Internet  Rick Gardiner - OPM ◦ iAffiliate Management  Mike Allen - Affiliate ◦ Shopping-Bargains.com  Jeannine Crooks - Network ◦ Affiliate Window 
  •  Presented “Growing a Mature Affiliate Program” at ASE13  Give me your card if you’d like a copy of the slide deck  Top-level review of those ideas  Diving deeper into 10 of those ideas today
  •  Make it like new  Start with a full review of metrics  Identify channels & trends  Manage your program like Art!  Develop a Business Plan/Sales Plan
  •  Expect churn and optimize your publishers  Make your program fun  Shake things up on purpose  Develop Out-of-Box ideas
  •  Compare New vs. Old tactics and data  Conduct a publisher audit to know your affiliates better  Examine partner segmentation in multiple ways  Conduct a SWOT Program Analysis & Review
  •  Complete a Competitive Analysis & Review  Explore Cross-Merchant promotion  Network expansion  Taking Partners direct
  •  Adopt “Old Faithful” Methods Create an open-door policy Establish personal relationships Give tailored content Offer commission enhancements
  •  Banish “Loser” Irritations Missing or erroneous program information One-size-fits-all incentives Ignorant requests Bemoaning “lack of performance” Comparing all sites to industry “whales”
  •  Customize “Carrots” of Motivation Long term personal relationships Providing special affiliate tools, like trackable coupon codes Trust that is reciprocated Tailored content that is truly exclusive
  •  The Role of the Network Be a partner to both merchants and affiliates Remove Road blocks Keep merchants aware of new affiliates and trends
  • Develop new technologies meeting both merchant and affiliate needs  Search for beneficial merchantaffiliate opportunities  Identify synergies with other merchants 
  • John Lobrutto Affiliate Summit West 2014
  • Airport Manager Technology Director President Sales Manager Head of Global Distribution US Sales Director Director Business Development Director Affiliate Partnerships North America
  • S  Act like you are new to the program  Think how you can change your perspective  Develop a Business Plan or Sales Plan  Get out of the grind and look at things fresh
  • Review the metrics Overall program performance Commission review (is it working & competitive) Competitor Analysis (who is gaining Market) Are you competitive? (incentives/ creative/ tools) Program reviews (have networks pull GAP reports) Demographic changes Review creative strategy Ask your pubs!!!! Find the “Golden Nuggets” (small opportunities in big numbers)
  • Business Plan/ Sales Plans Review everything! Outline everyone’s duties, responsibilities, milestones, review KPIs! Keep what works, but do not be afraid to take risks a list of “Can’t do’s” and identify the cause or barrier (corporate policy, network limitations, etc.) Make Trust your plan, follow it, update
  • Stay ahead of the Churn 25% of your active pubs will disappear each year About Keep 10% of your Top 20 pubs will drop off adding publishers (15 a month/ 3-4 a week) Churn is part of our business, don’t think your performers will be there, keep finding new ones Pick up the “Golden Nuggets” all around as you optimize
  • Nugget 1: Probe for International Activity Expand your reach to encompass international markets. Funneled Identify international traffic into your US site US publishers that can expand your reach into CA & MX Leverage publishers in Spain for a MX program Leverage publishers in UK for .com and .ca programs Create Be .com as international hub under one program bold and start something new!
  • Nugget 2: Leverage Everything Take risk and develop a Worst to First ◦ Looking through verticals, find a publishers in your demographic. ◦ If there is no traction but potential to optimize - take a risk! ◦ Identify high click or high conversion publishers as targets ◦ Discuss a partnership with investment in their model Try a targeted sales approach ◦ one product spikes with a publisher but at low volume Ask top partners for their competitors ◦ Leverage the competition between rivals ◦ Walk in with a competitive offer for immediate performance
  • Nugget 3: Do a Can’t Do! Go back to that “Can’t Do” List and break a barrier Re-canvass Regroup Create for publishers that can now be optimized targeted publishers and launch the new program a Loyalty Program ◦ Develop a loyalty strategy using percent commissions ◦ Review placement and partnership opportunities ◦ Re-launch merchant program with new terms for this group Use Coupons & Special Affiliate promotions Add a Product Feed Develop a new long tail incentive program
  • Rick Gardiner Affiliate Summit West 2014
  •     What kinds of affiliates are most successful in my program? What risk and/or exposure do I have? How can I get more performance out of my existing partners? What is the data telling me? ◦ Month over Month ◦ Quarterly
  •  By Status ◦ Active, Inactive, Sales, Performer  By Category & Sub-Category ◦ Blogger, Coupon, Deal Curation, Loyalty, Review, etc.  By Traffic Source ◦ Display, Email, Organic, SEM, Social, Video, etc.
  •  What are my competitors doing that I’m not?  Who are my competitors’ top affiliates?  What opportunities am I missing out on?
  • Competitive Analysis Me Competitor A Competitor B Competitor C 8% Default Commission 30% 18% 100% of first month subscription Referral Period 120 Days 45 Days 120 Days 45 Days Coupons Yes No No Yes Restricted Closed Open Open Yes No Yes Yes Network(s) Affiliate Window Shareasale CJ & In-house Linkshare Network Performance $.84 EPC Paid Search Policy Special Program Terms Top 100 Power 4-Bar Advertiser Rank $.01 EPC
  • Loyalty Analysis Default Comm. 30% 10% 20% N/A 10% 15% N/A 30% 18% 10% N/A 10% 10% N/A N/A 18% N/A N/A 50% N/A N/A N/A N/A N/A N/A 5% N/A N/A 5% N/A Me Competitor A 100% of first month Competitor B subscription 8% Competitor C
  •     What is my revenue goal for the year? Identify 3 epic wins/failures that we can learn from for the coming year? What is my marketing budget for affiliate? What resources do I need to be successful this year?
  • Affiliate Marketing Plan and Promotional Calendar November Focus Events Marketing Development Funds Affiliate Promotion Standard Coupon Offer December January February March Activation Activation Recruitment Recruitment Recruitment Valentines Day NCAA March Madness $10,000 $10,000 Thanksgiving, Black Friday, Cyber Monday Christmas, New Years Eve Vacations & New Year Promos $15,000 Show us where you’re promoting our brand, earn a bonus. $20,000 Year End Contest: Most Sales in Dec., Best Conversion Rate, 2014 MVP Affiliate. 50% Off 50% Off Premium Coupon Offer 60% off BF/CM 50% Off - New Computer Promo Creative Refresh Yes Newsletter Communication $10,000 New Affiliates Earn a $10 Show us where you’re bonus on each of your first 25 promoting our brand, earn Increase your Conversion sales in Jan. Up to $250. a bonus. Rate 2.5% Bonus Incentive. 10% Off N/A 10% Off Site Wide $10 off any order of $100+ 30% Off - Product Promotion 30% Off - Product Promotion Yes No Black Friday/Cyber Monday Deals Yes Software Essentials for your new Computer or Device Stay protected in 2014 with XYZ Product Affiliate Activation Newsletter Yes March Madness / Stay Protected- spring break travel Recruitment 25 25 TBD TBD TBD Activation % 12% 15% TBD TBD TBD
  •    Nugget #1: Take the plunge. Understand the moving pieces of your affiliate program and how each affect performance. Nugget #2: Know thy competition. Dig into their affiliate program and discover how they are innovating. Nugget #3: Create and work your plan. A monthby-month roadmap keeps you accountable and identify what resources you need to grow revenue.
  • Rick Gardiner, iAffiliate Management +1.612.216.1833 rgardiner@iAffiliateManagement.com linkedin.com/in/rickgardiner
  • Affiliate Summit West 2014
  •  Gnomic elves resembling brothers  Names are an onomatopoeia  First appeared on packaging in 1933  “Snap” (baker’s hat) is older brother problem solver  “Crackle” (stocking hat) is unsure “middle child”  “Pop” (military marching band hat) is mischievous youngster
  • SNAP CRACKLE POP in some affiliatefriendly technology with exclusive attention for your best affiliates into new markets via creative affiliates (problem solver) (unsure “middle child”) (mischievous youngster)
  • Use advanced tools Clearly define & enforce terms Get professional help  Network tools, VPNs, 3rd party services Listen to your affiliates Root out fraud (seriously) Remove leaks / improve conversions Improve landing pages  SiteTuners, split testing, responsive design, etc. Trackable coupon codes  Social media, print, t-shirts, billboards, even airplane banners!
  • Use advanced tools Clearly define & enforce terms Get professional help  Network tools, VPNs, 3rd party services Listen to your affiliates Root out fraud (seriously) Remove leaks / improve conversions Improve landing pages  SiteTuners, split testing, responsive design, etc. Trackable coupon codes  Social media, print, t-shirts, billboards, even airplane banners!
  • You are a powerful insider! Larger margins (usually) The branded product Give and it shall be given unto you Data, resources, marketing schedules  Give more details, extra photos, enhanced data Special editions / custom products Reward good works  Not just money but access, exclusivity, status, prizes
  • You are a powerful insider! Larger margins (usually) The branded product Give and it shall be given unto you Data, resources, marketing schedules  Give more details, extra photos, enhanced data Special editions / custom products Reward good works  Not just money but access, exclusivity, status, prizes, time with you
  • Bundling & co-branding Strategic partnerships Joint marketing Niche audiences Products used in unintended ways Duct tape, super glue, latex, even the Internet Outside your reach / ability International, political, religious, ethnic, social
  • Bundling & co-branding Strategic partnerships Joint marketing Niche audiences Products used in unintended ways Duct tape, super glue, latex, even the Internet Outside your reach / ability International, political, religious, ethnic, so cial
  • SNAP CRACKLE POP in some affiliatefriendly technology with exclusive attention for your best affiliates into new markets via creative affiliates (problem solver) (unsure “middle child”) (mischievous youngster)
  •   mike@shoppingbargains.com Twitter: @mta1 / @istudybusiness
  •  Learn the interface All the reports All the recruiting tools Join as an affiliate to check out your competition Follow the blog, Facebook page, Twitter stream Leverage research
  •  Develop a relationship with your Account Rep/Manager Ask for strong performer recommendations Request new tools or reports Be the Squeaky Wheel!
  • Jeannine Crooks, Senior Account Manager Jeannine.Crooks@AffiliateWindow.com @Jeannine_Crooks 410-302-8592 www.AffiliateWindow.com
  •     John LoBrutto ◦ John.LoBrutto@1and1.com Rick Gardiner ◦ rgardiner@iAffiliateManagement.com Mike Allen ◦ mike@shopping-bargains.com Jeannine Crooks ◦ Jeannine.Crooks@AffiliateWindow.com