Why Affiliates Should Dominate Local Marketing

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Local Marketing is projected to be a multi-billion dollar niche. This session will show how innovative affiliates can take advantage of opportunities in this niche in ways that no other channel can.

Experience level: Intermediate, Advanced
Target audience: Affiliates/Publishers
Niche/vertical: Local

Angel Djambazov, OPM, Custom Tailored Marketing (Twitter @djambazov)

Published in: Business
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  • Why Affiliates Should Dominate Local Marketing

    1. 1. Why Affiliates Should Dominate Local Marketing Angel Djambazov, OPM, Custom Tailored Marketing
    2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
    3. 3. Brief Speaker Introduction <ul><li>Current and Past Clients include: KEEN Footwear, Vitamin Angels, SPUD Organics, MedicalRecords.com, Jones Soda, Intelius, Real Networks, Chrome Bags, Bag Borrow or Steal, and Onlineshoes. </li></ul><ul><li>Awards: Affiliate Manager of the Year (2007) and (2009) from Affiliate Summit </li></ul><ul><li>Affiliate Advocate of the Year (2010) from Affiliate Summit </li></ul><ul><li>Voted Top 100 Most Influential Marketers Online 2010 </li></ul><ul><li>Publications: </li></ul><ul><li>I am Co-Publisher and Managing Editor for Revenews.com an AdAge Top 150 marketing news site. </li></ul>
    4. 4. Why Local?
    5. 5. <ul><li>“ Growth in Local Advertising will be fueled mostly by small businesses ditching the Yellow Pages and local newspapers.” - </li></ul>Why Local?
    6. 6. Local is a Social Movement
    7. 7. <ul><li>From </li></ul>Local is a Social Movement To
    8. 8. <ul><li>In 2010 Facebook spent a lot on Local, first launching its platform Places followed by Deals with 20,000 small business participating. </li></ul><ul><li>In December, 2010 Groupon’s current estimated value is $4.8 Billion yet they turned down a $6 Billion buyout offer from Google. </li></ul>What does Facebook and Groupon Know that You Don’t?
    9. 9. <ul><li>Ask yourself, why is Google willing to pay $6 Billion for Groupon for a market that is only estimated to hit $16.1 Billion in 2011? </li></ul>What does Facebook and Groupon Know that You Don’t?
    10. 10. <ul><li>Ask yourself, why is Google willing to pay $6 Billion for Groupon for a market that is only estimated to hit $16.1 Billion in 2011? </li></ul>What does Facebook and Groupon Know that You Don’t? Because of the huge $100+ Billion growth potential.
    11. 11. <ul><li>Ultimately Facebook Deals and Groupon are ventures focusing on offers and coupons. </li></ul><ul><li>Something Affiliate Marketers have been doing since at least 1996 . </li></ul>What does Facebook and Groupon Know that You Don’t?
    12. 12. <ul><li>“ There's definitely a $100 billion dollar hyper-local ad market. But the right way to see it is there are thousands of $15,000 local ad markets.” – Ad Age interview with Infectious Greed blogger Paul Kedrosky </li></ul>The Challenge in Local is Scale
    13. 13. Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
    14. 14. Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community <ul><li>Be Active: Join the Chamber of Commerce </li></ul><ul><li>Support local events, groups, and teams </li></ul><ul><li>Find small businesses with interesting stories and products </li></ul><ul><li>Learn the “hidden gems” travelers and visitors would be interested in </li></ul>
    15. 15. Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community <ul><li>Be Active: Join the Chamber of Commerce </li></ul><ul><li>Support local events, groups, charities, and teams </li></ul><ul><li>Find small businesses with interesting stories and products </li></ul><ul><li>Learn the “hidden gems” travelers and visitors would be interested in </li></ul>
    16. 16. Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community <ul><li>Be Active: Join the Chamber of Commerce </li></ul><ul><li>Support local events, groups, charities, and teams </li></ul><ul><li>Find small businesses with interesting stories and products </li></ul><ul><li>Learn the “hidden gems” travelers and visitors would be interested in </li></ul>
    17. 17. Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community <ul><li>Be Active: Join the Chamber of Commerce </li></ul><ul><li>Support local events, groups, charities, and teams </li></ul><ul><li>Find small businesses with interesting stories and products </li></ul><ul><li>Learn the “hidden gems” travelers and visitors would be interested in </li></ul>
    18. 18. Think Outside the Box <ul><li>Don’t just think of “Local” or “Community” in terms of “Cities” or “Neighborhoods”. </li></ul><ul><li>Community can be found anywhere people gather based on common interest like: Culture, Sports, Heritage, or just to be Social. </li></ul>
    19. 19. Think Outside the Box <ul><li>The following Merchants have all built successful Affiliate Models out of Communities: </li></ul>Find underserved niches they missed.
    20. 20. Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons According to the New York Times , 3 Billion coupons were redeemed in the U.S. in 2010. But only 10% of those were redeemed online.
    21. 21. Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons What this means is that shoppers are still looking to traditional media for savings.
    22. 22. <ul><li>Find big box stores with local franchises and promote coupons to their consumers </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
    23. 23. <ul><li>Top 10 Retailers by Coupon Search Volume </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons 1 Victoria’s Secret 2 Amazon 3 Dominos 4 Kohls 5 JC Penny 6 Macys 7 Papa Johns 8 Bath & Body Works 9 Best Buy 10 Barnes & Noble
    24. 24. <ul><li>Find big box stores with local franchises and promote coupons to their consumers </li></ul><ul><li>Focus on Advertisers who adopt coupon best practices </li></ul><ul><li>Help Local business adopt offline and online options </li></ul><ul><li>SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
    25. 25. <ul><li>Find big box stores with local franchises and promote coupons to their consumers </li></ul><ul><li>Focus on Advertisers who adopt coupon best practices </li></ul><ul><li>Help Local business adopt offline and online options: Loyalty programs, printable coupons, event-based offers </li></ul><ul><li>SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
    26. 26. <ul><li>Find big box stores with local franchises and promote coupons to their consumers </li></ul><ul><li>Focus on Advertisers who adopt coupon best practices </li></ul><ul><li>Help Local business adopt offline and online options: Loyalty programs, printable coupons, event-based offers </li></ul><ul><li>SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
    27. 27. Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons Source: Compete 2/1 n=1245; Harris Interactive 2009 n=1,912; Placecast 51 % of consumers use their mobile phones for in-store activities, such as obtaining product information, comparison shopping and finding relevant coupons. Mobile Offer Type Product Type
    28. 28. <ul><li>Don’t forget marketing basics: test your creative, develop an analytics baseline </li></ul><ul><li>SMS coupons are a good place to start </li></ul><ul><li>Become friendly with the Redlaser SDK </li></ul><ul><li>Understand the power of QR Codes </li></ul><ul><li>Consider developing a useful mobile app </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
    29. 29. <ul><li>Don’t forget marketing basics: test your creative, develop an analytics baseline </li></ul><ul><li>SMS coupons are a good place to start </li></ul><ul><li>Become friendly with the Redlaser SDK </li></ul><ul><li>Understand the power of QR Codes </li></ul><ul><li>Consider developing a useful mobile app </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
    30. 30. <ul><li>Don’t forget marketing basics: test your creative, develop an analytics baseline </li></ul><ul><li>SMS coupons are a good place to start </li></ul><ul><li>Become friendly with the Redlaser SDK </li></ul><ul><li>Understand the power of QR Codes </li></ul><ul><li>Consider developing a useful mobile app </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
    31. 31. <ul><li>Don’t forget marketing basics: test your creative, develop an analytics baseline </li></ul><ul><li>SMS coupons are a good place to start </li></ul><ul><li>Become friendly with the Redlaser SDK </li></ul><ul><li>Understand the power of QR Codes </li></ul><ul><li>Consider developing a useful mobile app </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
    32. 32. <ul><li>Don’t forget marketing basics: test your creative, develop an analytics baseline </li></ul><ul><li>SMS coupons are a good place to start </li></ul><ul><li>Become friendly with the Redlaser SDK </li></ul><ul><li>Understand the power of QR Codes </li></ul><ul><li>Consider developing a useful mobile app </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
    33. 33. Think Outside the Box <ul><li>Mobile Coupon Example: </li></ul><ul><li>To build their VIP loyalty club, restaurant chain Village Inn started an SMS campaign offering users the chance to redeem one free entrée with their purchase of another entrée. </li></ul><ul><li>113 % of the offers were redeemed (offer was passed on to friends beyond original pool) with 29.5% double opt-ins. </li></ul>
    34. 34. <ul><li>Don’t use Twitter, Facebook and other tools as dumping grounds for coupons </li></ul><ul><li>Provide expertise </li></ul><ul><li>Beyond simple reviews, share your experience and answer questions </li></ul><ul><li>Leverage engagement tools such as tagging to enrich content </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
    35. 35. <ul><li>Don’t use Twitter, Facebook and other tools as dumping grounds for coupons </li></ul><ul><li>Provide expertise </li></ul><ul><li>Beyond simple reviews, share your experience and answer questions </li></ul><ul><li>Leverage engagement tools such as tagging to enrich content </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
    36. 36. <ul><li>Don’t use Twitter, Facebook and other tools as dumping grounds for coupons </li></ul><ul><li>Provide expertise </li></ul><ul><li>Beyond simple reviews, share your experience and answer questions </li></ul><ul><li>Leverage engagement tools such as tagging to enrich content </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
    37. 37. <ul><li>Don’t use Twitter, Facebook and other tools as dumping grounds for coupons </li></ul><ul><li>Provide expertise </li></ul><ul><li>Beyond simple reviews, share your experience and answer questions </li></ul><ul><li>Leverage engagement tools such as tagging to enrich content </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
    38. 38. Think Outside the Box <ul><li>Social Media Example: </li></ul><ul><li>Start a local hiking club. Create a Facebook group where members can discuss and interact. Create a Flickr page so members can upload photos. Foster discussions on local trails, safety, and equipment. Offer promotional products from national retailers and sponsorships / events to Local retailers. </li></ul>
    39. 39. <ul><li>Sponsor charity events your are genuinely passionate about </li></ul><ul><li>Offer fundraising for groups, teams, non-profits </li></ul><ul><li>Combine with Social Media tools like Foursquare check-ins to create buzz </li></ul><ul><li>Find ways to give back to the community through Merchant co-sponsored eventso-sponsored events </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
    40. 40. <ul><li>Sponsor charity events your are genuinely passionate about </li></ul><ul><li>Offer fundraising for groups, teams, non-profits </li></ul><ul><li>Combine with Social Media tools like Foursquare check-ins to create buzz </li></ul><ul><li>Find ways to give back to the community through Merchant co-sponsored events </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
    41. 41. <ul><li>Sponsor charity events your are genuinely passionate about </li></ul><ul><li>Offer fundraising for groups, teams, non-profits </li></ul><ul><li>Combine with Social Media tools like Foursquare check-ins to create buzz </li></ul><ul><li>Find ways to give back to the community through Merchant co-sponsored events </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
    42. 42. <ul><li>Sponsor charity events your are genuinely passionate about </li></ul><ul><li>Offer fundraising for groups, teams, non-profits </li></ul><ul><li>Combine with Social Media tools like Foursquare check-ins to create buzz </li></ul><ul><li>Find ways to give back to the community through Merchant co-sponsored events </li></ul>Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
    43. 43. Think Outside the Box <ul><li>Cause Marketing Examples: </li></ul>At SXSW 2010, Foursquare teamed with Paypal and Microsoft to raise money for Haiti. 48hrs & 135,000 check-ins later the donation match goal of $15,000 was hit. New England grocer Hannaford used a points program in its 171 stores to raise money in support of local farmers.
    44. 44. Affiliates Who are Out Front in Local
    45. 45. But Wait There’s More! <ul><li>Master Datafeeds </li></ul><ul><li>Research Behavioral Targeting </li></ul><ul><li>Master Analytics (Social, Mobile, Web) </li></ul><ul><li>Consider Virtual Goods </li></ul><ul><li>Consider Immersive Realities </li></ul>
    46. 46. And Finally… Affiliates have a lot of opportunity in Local. All it takes is community involvement, a little creativity and the desire to dream big…
    47. 47. That’s All Folks Any Questions? Contact: Angel Djambazov Email: angel@customtailoredmarketing.com Twitter: djambazov
    48. 48. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

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