This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Find out how you can sell your products / services in Europe by leveraging the affiliate channel. See regional approaches and best strategies to target local affiliates.

1. How to Find, Recruit and Work
with European Affiliates
Andra Ioana, Affiliate Network Manager

2. 2
European Affiliate Marketing Landscape
How to Recruit European Affiliates
Case studies – working with European affiliates
5 tips to sell in Europe through affiliates
Agenda for today
Leveraging the European Affiliates Channel

3. 3
European Affiliate Marketing Landscape

4. 4
European Affiliate Marketing Landscape
1. European Online Retail Sales will grow more than the US
Online retail sales in Europe will grow 11% CAGR while on the US side
the growth will be of 9%.

5. 5
European Affiliate Marketing Landscape
2. Europe Is A Fragmented Market comprising both mature and emerging e- economies
Mature Markets:
UK, Germany, France, B
enelux, Nordic
Countries, Austria, Swit
zerland, Italy, Spain
New Markets:
Poland, Czech
Republic, Slovakia, Ro
mania, Hungary, Bulgar
ia

6. 6
United Kingdom
France
Germany
Netherlands
Italy
Switzerland
Spain
Denmark
Belgium
Sweden
Czech Republic
Norway
Turkey
Austria
Poland
Top European countries where affiliates
sell digital goods & cloud services
Avangate Affiliate Network, Affiliates Stats, 2013

7. 7
Language barriers
Multiple currencies, apart from the Euro there are other national currencies
Differing tax and VAT regimes
EU E-Privacy Directive
Cultural differences
European Affiliate Marketing Landscape
Potential Barriers
Selling through affiliates is a quasi- risk free investment. Due to the performance
based model and their market knowledge , the affiliate channel can represent a key entry
step for your international expansion

8. 8
European Affiliate Marketing Landscape
4. Europe Is A Fragmented Market comprising both mature and emerging e-
economies

9. 9
European Affiliate Marketing Landscape
5. Web-savvy shoppers in a fragmented market give rise to certain type of affiliates
Content, Vouchers and Comparison websites are still among the most
popular types of European affiliates to work with
European Affiliate Marketing Landscape Report, 2012

10. 10
Commission is king both in Europe and US but discrepancies still exist in
the affiliates preferences
European Affiliate Marketing Landscape
6. TOP 5 factors that affiliates look at when working with a merchant
European Landscape Performance Report 2012 vs AffStat2012

11. 11
European Affiliate Marketing Landscape
Revenue model preferences
European Affiliate Marketing Landscape Report, 2012
 1/3 of EU Affiliates are still
requiring a tenancy fee in order to
be part of an affiliate program. The
revenue model is usually hybrid :
Tenancy fee + CPS

12. 12
European Affiliate Marketing Landscape
European affiliates prefer the Wire transfer as payment method in detriment of
PayPal or Check
0% 10% 20% 30% 40% 50%
Avangate Mastercard
Check
PayPal
Wire Transfer
5%
2%
44%
49%
Europe
0% 10% 20% 30% 40% 50% 60%
Avangate Mastercard
Check
PayPal
Wire Transfer
3%
11%
55%
32%
North America
Avangate Affiliate Network, Affiliates Stats, 2013

13. 13
How to Recruit European affiliates: Two Approaches
DIY
(Do It Yourself)
DIFM
(Do It For Me)

14. 14
How to Recruit European affiliates
1. Do it yourself - Create a multichannel strategy
Online screening
• Search online &
Identify
keywords, competi
tors and local
affiliates
• Create your local
affiliates database
and start recruiting
Advertising
• Search Engine
Marketing
campaigns
• Cooperate with
local
directories, publish
ers, bloggers, influe
ncers to review
your affiliate
program
Affiliate
Networks
• Work with your
current affiliate
network to do a
geo-targeted
approach of
affiliates
• Enroll your
program in a niche
network
Events
• Attend European
events at a
regional, country
or niche level
Tip: According to the 2012 European Affiliate Marketing Landscape Report, 65.5% of the affiliates prefer
to work with advertisers through affiliate networks.
Pre-requirements before launching the affiliate program: Localized affiliate signup
pages, products, documentations, landing pages and banners

15. 15
How to Recruit European affiliates
Chinese merchant DVD Fab has set up a dedicated Affiliate Sign Up page for French
affiliates
While offering Support services in French

16. 16
How to Recruit European affiliates
The Russian merchant Kaspersky is offering localized banners and landing pages to the
Turkish affiliates

17. 17
How to Recruit European affiliates
DIY - Online Screening
Start by searching on the Google local page to find out which are the similar
products/services against which you are competing and which are the affiliates already
promoting similar services
Don’t ignore the PPC ads! They will
show you which competitors are
actively investing in you target
market.

18. 18
Use a backlink checker tool in order to discover which websites are sending traffic to you
local competitors
How to Recruit European affiliates
DIY - Check the websites for backlinks
 Back link tools that you can
use:
• www.backlinkwatch.com
• www.majesticseo.com
• www.opensiteexplorer.org

19. 19
You’ve just found your 1st Danish affiliate
How to Recruit European affiliates
DIY - Create the affiliates database
Don’t hesitate to use an online
translation tool in order to understand
the website’s profile and avoid
confusions

20. 20
How to Recruit European affiliates
DIY - Working with the Affiliate Network
Target • Define the European market you wish to enter via affiliates
Differentiate
• Set up a separate program for the country of interest –
remember that localized banners are a pre-requirement while
dedicates landing pages would be an asset
Communicate
• Work with your Affiliate Network on an e-mail marketing
campaign targeted towards the target country affiliates

21. 21
How to Recruit European affiliates
 The marketing and communication
calendar & content should be
aligned with the local cultural habits
 Work with your Affiliate Network in
order to reach the market with
customized e-mail marketing
campaigns.

22. 22
 Advertise the affiliate program in the
affiliate/ e-business
directories, portals & forums from
your target markets
• www.performancein.com/forums -> UK
• www.100partnerprogramme.de ->Germany
• www.afiliado.com -> Spain & Spanish Speaking
• www.webfrance.com/actu-affiliation -> France
• www.affiliatewereld.nl -> Netherlands

23. 23
How to Recruit European affiliates
DIY - 2013 Affiliate Marketing Conferences & Trade Shows in Europe
02/07-02/10 – London Affiliate Conference (London, UK)
03/19-03/20 – Affiliate TactixX (Munich, Germany)
04/24 – LinkShare Symposium UK (London, UK)
05/15-05/16 – Affiliate Management Days (London, UK)
05/30 – Affiliate Dag 2013 (Amsterdam, the Netherlands)
06/11-06/14 – Amsterdam Affiliate Conference (Amsterdam, the Netherlands)
07/02-07/03 – a4u Expo Europe (Amsterdam, the Netherlands)
07/05 – Affiliate Marketing Master Class (Athens, Greece)
10/11-10/14 – Barcelona Affiliate Conference (Barcelona, Spain)
10/29-10/30 – a4u expo London (London, UK)
11/06 – Performance Marketing Day (Madrid, Spain)
11/27 – Performance Marketing Day (Barcelona, Spain)
Source Geno Prusakov, CEO & Co-founder of AM Navigator

24. 24
How to Recruit European affiliates
DIFM - Working through local partners
Enrollment with one or several major European Networks (Affiliate
Window, Zanox, Tradedoubler)
Local Agencies/ Outsourced Program Managers
Why work with a local partner?
A local partner has the advantage of knowing the culture and the mentality of
the affiliate
Working with a local partner can add extra value to your program – They can
usually offer additional marketing services such as localized PPC
campaigns, media buying, PR, etc.

25. 25
How to Recruit European affiliates
 If you have the resources, consider enrolling
with several affiliate networks, European
affiliates have different preference when it
comes to choosing their affiliate network

26. 26
Case Studies: Bitdefender has 4 European affiliate
programs
Security software market leader Bitdefender has opened 4 different EU affiliate programs, for each of
their target country offering their affiliates a localized experience.
For the major target countries – Germany, Spain, Italy they work with dedicated in-house Affiliate
Managers while the UK program is managed by an outsourced agency.

27. 27
The media Group 01net running several technology websites and portals strongly recommends to the
merchants that want to enter the French market to be capable of offering a localized experience.
• Product fully translated (Software + website + shopping cart)
• Support in French
• Localized Rich media, especially videos that explain the website visitors how to use the product or
service
European networks are preferred to the US ones due to the ease of payout: no need to fill the W8BEN form
and the direct payments in EURO
Case studies: The French Affiliate 01Net –
Telecharger.com

28. 28
Conclusions
1. If you’re not sure about which market you want to enter or you still have doubts about going
to Europe, the Do it Yourself approach is recommended
2. If you are sure about your market, goals and budget go to Europe through local partners:
OPMs and agencies
3. In any of the two cases, be prepared to offer the affiliates and the customers they will refer a
localized experience – marketing creative, product, product documentation & usage
guide, support, payment options.
4. Work with your affiliate network to communicate with the affiliates via geo-targeted email
marketing campaigns
5. Check that your e-commerce provider can cover local tax requirements, payment
methods, payout options for affiliates and international support
5 tips to sell in Europe through affiliates

29. Avangate B.V.
Amsterdam, The Netherlands
Tel: +31 20 890 8080
Avangate Inc.
Redwood Shores CA., USA
Tel: (650) 249 - 5280
info@avangate.com www.avangate.com
Thank You