Beyond Customer Acquisition: Opportunities Affiliates Can Bring Angel Djambazov, OPM, Custom Tailored Marketing
Brief Introduction <ul><li>Came from a background in journalism into the online space.  </li></ul><ul><li>Worked with bran...
<ul><li>While it is true that the Affiliate Channel creates customer acquisition it is easy to pigeonhole affiliates into ...
Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions <...
For the Nurses <ul><li>Dilemma:  Merchants sometimes miss opportunities because they are too focused on the top selling pr...
For the Nurses <ul><li>Real World Example:  Onlineshoes was asked to bring aboard Nurse Mates brand by niche nursing affil...
Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions <...
Once Upon a Coupon Code Box <ul><li>Dilemma:  Coupons can be very effective and coupon affiliates can be valuable partners...
Once Upon a Coupon Code Box <ul><li>Real Word Example:  Step 1) Obscure Coupon Box to all affiliate traffic. </li></ul>Ent...
Once Upon a Coupon Code Box <ul><li>Real Word Example:  Step 2) Create “link-only” coupon that displays clearly for custom...
Once Upon a Coupon Code Box <ul><li>Real Word Example:  Step 2) Create “link-only” coupon that displays clearly for custom...
Once Upon a Coupon Code Box <ul><li>Note:  Obscuring the Coupon Box may not be right for every merchant, especially catalo...
Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions <...
About Ron Paul <ul><li>Dilemma:  Merchants so focused on restrictions of event timeline that “die-hard” fans left out. </l...
About Ron Paul <ul><li>Real World Example:  Ron Paul Soda was added to the mix of Jones Soda Campaign Cola offerings.  </l...
About Ron Paul <ul><li>Real World Example:  Ron Paul Soda was added to the mix of Jones Soda Campaign Cola offerings. </li...
Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions <...
Police Stories <ul><li>Dilemma:  Affiliate managers must police ever changing tactics across a variety of affiliate types ...
Police Stories <ul><li>Real World Example 1: </li></ul><ul><li>At Onlineshoes and at Bag Borrow or Steal,  I inherited pro...
Police Stories <ul><li>How Affiliates Helped with the Cleaning Process: </li></ul><ul><ul><li>Researched and learned from ...
Police Stories <ul><li>Result: </li></ul><ul><li>In both cases CTR and Conversion rate in Affiliate Program improved signi...
Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions <...
Case of lolcats Dilemma:  Merchants often feel affiliate promotions do not translate into “real world” success offline. Sc...
Case of lolcats Real World Example:  Jones Soda launched Social Media based ccampaign with ICHC. Campaign drove record onl...
Case of lolcats Result:  Jones Soda was able to capitalize on offline opportunities with big box partners like:
In Closing The Key:  Is to treat your affiliates like part of your marketing team. Let them help you discover opportunitie...
In Closing Any Questions? Contact: Angel Djambazov Email: customtailoredmarketing@gmail.com Twitter: djambazov
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Beyond Customer Acquisition Opportunities Affiliates Can Bring

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Session highlights examples where merchant/affiliate collaboration sparked tremendous growth including improving overall site conversion; identifying hot product trends; and translating online success into offline retail sales.

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Beyond Customer Acquisition Opportunities Affiliates Can Bring

  1. 1. Beyond Customer Acquisition: Opportunities Affiliates Can Bring Angel Djambazov, OPM, Custom Tailored Marketing
  2. 2. Brief Introduction <ul><li>Came from a background in journalism into the online space. </li></ul><ul><li>Worked with brands like Bag Borrow or Steal, Penta Water and Onlineshoes. </li></ul><ul><li>Awards: Affiliate Manager of the Year (2006) from Affiliate Summit, In-house Manager of the Year (2006) award from ABestWeb, Part of team awarded Best Affiliate Tool of (2007) from ABestWeb. </li></ul><ul><li>Currently I am the OPM for Jones Soda and Keen Shoes. I also have the pleasure of being one of the founding team members of PopShops.com and I am serve as the Managing Editor for Revenews.com. </li></ul>
  3. 3. <ul><li>While it is true that the Affiliate Channel creates customer acquisition it is easy to pigeonhole affiliates into such a role. </li></ul><ul><li>By doing so a merchant will miss out on an a variety of ways affiliates can help grow their business. </li></ul>Opportunities Affiliates Can Bring
  4. 4. Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions </li></ul><ul><li>Establish Niche Audience Connections </li></ul><ul><li>Can Help Maintain Clean Channel </li></ul><ul><li>Evolve Online Success into Offline Opportunity </li></ul>
  5. 5. For the Nurses <ul><li>Dilemma: Merchants sometimes miss opportunities because they are too focused on the top selling products. </li></ul><ul><li>Scenario: Niche affiliate site informs merchant of opportunity based on knowledge of customers or segment. </li></ul>
  6. 6. For the Nurses <ul><li>Real World Example: Onlineshoes was asked to bring aboard Nurse Mates brand by niche nursing affiliate. Previously merchandising team had discussed bringing Nurse Mates on but never prioritized it. Based on affiliate request brand acquisition was expedited. </li></ul><ul><li>Result: Nurse Mates became the #2 best selling brand in the occupational category. </li></ul>
  7. 7. Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions </li></ul><ul><li>Establish Niche Audience Connections </li></ul><ul><li>Can Help Maintain Clean Channel </li></ul><ul><li>Evolve Online Success into Offline Opportunity </li></ul>
  8. 8. Once Upon a Coupon Code Box <ul><li>Dilemma: Coupons can be very effective and coupon affiliates can be valuable partners. However placing a coupon code box in the shopping cart can lead to cart abandonment. </li></ul><ul><li>Scenario: Affiliate suggests technical solution to take advantage of offering coupons while keeping customers in purchasing funnel. </li></ul>Enter Coupon Code
  9. 9. Once Upon a Coupon Code Box <ul><li>Real Word Example: Step 1) Obscure Coupon Box to all affiliate traffic. </li></ul>Enter Coupon Code If Affiliate Traffic then = click.linksynergy.com
  10. 10. Once Upon a Coupon Code Box <ul><li>Real Word Example: Step 2) Create “link-only” coupon that displays clearly for customer upon click through from affiliate site the offer they are receiving. </li></ul>If Shopper Clicks on affiliate link
  11. 11. Once Upon a Coupon Code Box <ul><li>Real Word Example: Step 2) Create “link-only” coupon that displays clearly for customer upon click through from affiliate site the offer they are receiving. </li></ul>If Shopper Clicks then Display on affiliate link clear dialog defining promotion: You will receive 10% OFF all sale items.
  12. 12. Once Upon a Coupon Code Box <ul><li>Note: Obscuring the Coupon Box may not be right for every merchant, especially catalogers, and requires an element of technical proficiency </li></ul><ul><li>Result: </li></ul><ul><li>Decreased shopping cart abandonment and increased conversion up to 2%. </li></ul>
  13. 13. Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions </li></ul><ul><li>Establish Niche Audience Connections </li></ul><ul><li>Can Help Maintain Clean Channel </li></ul><ul><li>Evolve Online Success into Offline Opportunity </li></ul>
  14. 14. About Ron Paul <ul><li>Dilemma: Merchants so focused on restrictions of event timeline that “die-hard” fans left out. </li></ul><ul><li>Scenario: Niche affiliate site informs merchant of opportunity based on flood of email requests. </li></ul>
  15. 15. About Ron Paul <ul><li>Real World Example: Ron Paul Soda was added to the mix of Jones Soda Campaign Cola offerings. </li></ul>
  16. 16. About Ron Paul <ul><li>Real World Example: Ron Paul Soda was added to the mix of Jones Soda Campaign Cola offerings. </li></ul><ul><li>Result: Although three weeks late to “campaign” quickly became #2 candidate thanks to extremely loyal following </li></ul>
  17. 17. Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions </li></ul><ul><li>Establish Niche Audience Connections </li></ul><ul><li>Can Help Maintain Clean Channel </li></ul><ul><li>Evolve Online Success into Offline Opportunity </li></ul>
  18. 18. Police Stories <ul><li>Dilemma: Affiliate managers must police ever changing tactics across a variety of affiliate types in order to keep blackhats, and parasites out of the channel. </li></ul><ul><li>Scenario: </li></ul><ul><li>If affiliate managers are willing to listen AND act, professional affiliates often serve as a sort “neighborhood watch” for a program </li></ul>
  19. 19. Police Stories <ul><li>Real World Example 1: </li></ul><ul><li>At Onlineshoes and at Bag Borrow or Steal, I inherited programs that were essentially on autopilot. In both instances impressions were high while clickthroughs and conversions were low. </li></ul><ul><li>Both programs needed cleaning which I undertook with the assistance of affiliates. </li></ul>
  20. 20. Police Stories <ul><li>How Affiliates Helped with the Cleaning Process: </li></ul><ul><ul><li>Researched and learned from established resources in the Affiliate Channel for guidance. Such as: </li></ul></ul><ul><ul><li>Utilized search affiliate and network partners to spot trademark poachers </li></ul></ul><ul><ul><li>Responded to affiliate concerns when unauthorized spam email was received. </li></ul></ul>
  21. 21. Police Stories <ul><li>Result: </li></ul><ul><li>In both cases CTR and Conversion rate in Affiliate Program improved significantly after the cleaning. In the case of Bag Borrow or Steal’s program in March 2008 the program saw: </li></ul><ul><ul><li>Clickthrough rate increase 31% Sales increase 28% all with 700,000 less Impressions year over year </li></ul></ul><ul><li>Such success is a clear indication of how relevant the affiliate traffic had become. </li></ul>
  22. 22. Opportunities Affiliates Can Bring <ul><li>Product Expansion Opportunities </li></ul><ul><li>Technical Insight/Solutions </li></ul><ul><li>Establish Niche Audience Connections </li></ul><ul><li>Can Help Maintain Clean Channel </li></ul><ul><li>Evolve Online Success into Offline Opportunity </li></ul>
  23. 23. Case of lolcats Dilemma: Merchants often feel affiliate promotions do not translate into “real world” success offline. Scenario: Affiliate based social media campaign provides retail opportunity solidified by community response.
  24. 24. Case of lolcats Real World Example: Jones Soda launched Social Media based ccampaign with ICHC. Campaign drove record online sales in May and June of 2008. Afterwards upon seeing the community response Jones Soda decided to create lolcat labels.
  25. 25. Case of lolcats Result: Jones Soda was able to capitalize on offline opportunities with big box partners like:
  26. 26. In Closing The Key: Is to treat your affiliates like part of your marketing team. Let them help you discover opportunities you might otherwise miss.
  27. 27. In Closing Any Questions? Contact: Angel Djambazov Email: customtailoredmarketing@gmail.com Twitter: djambazov
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