Securing Buy-in for your Affiliate Marketing budget Chris King ( Head of Affiliates Sales, BT ) Chris Bishop ( Online Acquisition Manager, House of Fraser ) Daniel Powel ( Head of Account Management, Commission Junction )

Chris King ( Head of Affiliates Sales, BT )

Chris Bishop ( Online Acquisition Manager, House of Fraser )

Daniel Powel ( Head of Account Management, Commission Junction )

Securing Buy-in for your Affiliate Marketing budget How to win over your Sales Director … Marketing Director … Finance Director … Commercial Director … Brand Director It’s a Partnership

How to win over your Sales Director

… Marketing Director

… Finance Director

… Commercial Director

… Brand Director

It’s a Partnership

Sales Director Affiliates will deliver high sales volumes Paid on performance Long-term online sales objectives Virtual sales force (advocates) Search strategy optimisation

Affiliates will deliver high sales volumes

Paid on performance

Long-term online sales objectives

Virtual sales force (advocates)

Search strategy optimisation

Sales Director Brand Search sales strategy it’s all about the real estate PPC Brand Affiliates Brand Affiliates SEO

Brand Search sales strategy it’s all about the real estate

Sales Director The Heineken effect <<<<<<<<<< Sales Volume >>>>>>>>>> “ All Rounders” Brand PPC Cashback/Loyalty Email Partnerships The Affiliate Masses SEO Niche/Blogs/Web 2.0 Communications industry contract based customers. Not typical of all sectors

The Heineken

effect

Communications industry contract

based customers. Not typical of all sectors

… well almost Marketing Director It’s FREE…

… well almost

Brand protection (defensive) Product & channel offer awareness (Brand PPC group) Marketing Director Online exclusive BT Home Hub 8Mb Broadband Free set up & security From £7.95 Wireless BT Broadband Free Offer Free Wireless Home Hub BT Vision TV Special Offers Save online now New BT Home Hub now 2X Wireless range

Brand protection (defensive)

Product & channel offer awareness (Brand PPC group)

Marketing Director Product & channel offer awareness Communication “voice of the customer”

Product & channel offer awareness

Communication “voice of the customer”

Product chooser (value add) Marketing Director

Product chooser (value add)

Online PR & news Marketing Director

Online PR & news

Finance Director COS Low risk – CPA metric (performance) Variable budget – allow to scale It’s your space – it’s metrics not marketing Credit Crunch

COS

Low risk – CPA metric (performance)

Variable budget – allow to scale

It’s your space – it’s metrics not marketing

Credit Crunch

Commercial Director Sharp, driven sales force Competitive edge Heighten peaks, soften troughs Clear the decks... Volume sale buys!

Sharp, driven sales force

Competitive edge

Heighten peaks, soften troughs

Clear the decks... Volume sale buys!

Volume & PACE! DKNY SALE robe sold out in 30mins!

DKNY SALE robe sold out in 30mins!

Brand Director Changing worlds – brand equity & coverage It’s theirs to fall in love with, not yours to sell Its either you or your competitors!!! The Wild West Days are long gone!

Changing worlds – brand equity & coverage

It’s theirs to fall in love with, not yours to sell

Its either you or your competitors!!!

The Wild West Days are long gone!

Brand Director ASOS.com built a brand on AM Agile positioning Efficient an effective merchandising Coverage...reach!

ASOS.com built a brand on AM

Agile positioning

Efficient an effective merchandising

Coverage...reach!

Brand Director

It’s a Partnership Relationships – long term Expertise Education Shared knowledge & learning Meet the Directors!

Relationships – long term

Expertise

Education

Shared knowledge & learning

Meet the Directors!

Thank you! Questions please...

Questions please...