Hotel Chocolat - Sweet Success - Affiliate Marketing Case Study by Chris Bishop

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Internet Retailing case study presentation by Chris Bishop, Online Marketing Manager at Hotel Chocolat on best practises in Affiliate Marketing

Internet Retailing case study presentation by Chris Bishop, Online Marketing Manager at Hotel Chocolat on best practises in Affiliate Marketing

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  • 1. Sweet Success: Affiliate Marketing Case Study Chris Bishop Online Marketing Manager Hotel Chocolat Group
  • 2. A little about me…
    • Began in online media in 1999 as a publisher and owner of an online sports network
    • 1 of 4 to graduate with the UK’s first e-business degree
    • Create & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat…
    • “ Outstanding Personal Contribution to Affiliate Marketing" award and short-listed for “Publisher Manager of the Year” A4UExpo 2007.
    • Support Bolton Wanderers & love Belvedere Vodka!
  • 3. Hotel Chocolat NICHE B – R – O – A - D 2003 Hotel chocolate gifts B to C Chocolat + for yourself & B to B mail order + retail 1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF by mail order 1993 Choc chocolate GIFTS B to C Express by mail order 1991 Geneiva chocolates & B to B Chocolates mints 1988 B to B MMC mints only
  • 4. Chocolate should be exciting
    • Whether you’re having some quiet me-time, or making someone’s day with a gift. 
    • For us, chocolate made with passion and imagination is more than just chocolate – it’s a state of mind, a place, a feeling that can take you on a journey. 
    • Where you go is entirely up to you…
  • 5. Contents
    • Affiliate Marketing – The basics
    • Loyalty beyond commission
    • Love, respect – communication!
    • Love? Woolly rubbish? What about my sales?
    • Questions
  • 6. The basics
    • Website
      • Clear basket/cart (sale)
      • Easy registration (lead)
      • Is the site converting?
      • Analysis tools?
    • Don’t burn bridges!
  • 7. Ready now?
    • Your programme
      • Managed
      • Self Managed
      • Agency
    • Network??
      • Skill Set
      • Reputation
      • Cost
  • 8. We ready now??
    • Not yet…
    • Commission Structure
    • Incentives
    • Cookie Period
    • Creative
    • Feeds/RSS
  • 9. Launch?
    • No… plan your communication…
    • Communication is KEY!
    • Introduction to LOVE…
  • 10. Loyalty beyond commission!
    • Basics now achieved… how can we stand out??
    • What if a competitor offers 2% higher commission?
    • How will you know when your there!
  • 11. Love/Respect Axis Kevin Roberts is CEO Worldwide for Saatchi and Saatchi
  • 12. Stand for something big!
    • Believe in your product
    • Understand your audience…
    • Install passion!
    • Remember it’s theirs to fall in love with, not yours to sell
    • Go that extra mile!
  • 13. Levels of Communication
    • Timing
    • Segmentation
    • Relevance!
    • Re-activation!
    • Reward!
  • 14. Communication – Market Wide
  • 15. Communication – Network Wide
  • 16. Communication – Publishers
  • 17. Communication – Performers
  • 18. The extra mile!
    • Affiliate Tour
    • Blog
    • Video
    • Product Training
    • In-store events
    • Social events
  • 19. The results
    • Loyal affiliates
    • Affiliates become online ambassadors
    • Fuller promotions/campaigns
    • More imps/clicks/visits – SALES!
    • Happy Finance Director!
  • 20. Hotel Chocolat ROI
    • Affiliate Marketing leading online sales charge!
    • 2005 online sales – 30%
    • 2007 online sales – 75%
    • Affiliate Marketing – continues to be >25% of online sales…
  • 21. 5 things to do…
    • Get the basics right… no excuses!
    • Think like an affiliate (to catch a fish!)
    • Create a relationship
    • Nurture the future
    • Introduce affiliates to the business… Christmas parties, PR launches, company inductions, training etc
  • 22. Thank You & Questions…
    • Contact Details
    • E: chris.bishop@hotelchocolat.co.uk
    • IM: cpbishop
    • Skype: cpbishop
    • Blog: chris-bishop.blogspot.com
    • Linkedin: linkedin.com/in/chrisbishop
    • Thanks to…
    • Commission Junction