Sweet Success: Affiliate Marketing Case Study Chris Bishop Online Marketing Manager Hotel Chocolat Group

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!

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!

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

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…

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…

Contents Affiliate Marketing – The basics Loyalty beyond commission Love, respect – communication! Love? Woolly rubbish? What about my sales? Questions

Affiliate Marketing – The basics

Loyalty beyond commission

Love, respect – communication!

Love? Woolly rubbish? What about my sales?

Questions

The basics Website Clear basket/cart (sale) Easy registration (lead) Is the site converting? Analysis tools? Don’t burn bridges!

Website

Clear basket/cart (sale)

Easy registration (lead)

Is the site converting?

Analysis tools?

Don’t burn bridges!

Ready now? Your programme Managed Self Managed Agency Network?? Skill Set Reputation Cost

Your programme

Managed

Self Managed

Agency

Network??

Skill Set

Reputation

Cost

We ready now?? Not yet… Commission Structure Incentives Cookie Period Creative Feeds/RSS

Not yet…

Commission Structure

Incentives

Cookie Period

Creative

Feeds/RSS

Launch? No… plan your communication… Communication is KEY! Introduction to LOVE…

No… plan your communication…

Communication is KEY!

Introduction to LOVE…

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!

Basics now achieved… how can we stand out??

What if a competitor offers 2% higher commission?

How will you know when your there!

Love/Respect Axis Kevin Roberts is CEO Worldwide for Saatchi and Saatchi

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!

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!

Levels of Communication Timing Segmentation Relevance! Re-activation! Reward!

Timing

Segmentation

Relevance!

Re-activation!

Reward!

Communication – Market Wide

Communication – Network Wide

Communication – Publishers

Communication – Performers

The extra mile! Affiliate Tour Blog Video Product Training In-store events Social events

Affiliate Tour

Blog

Video

Product Training

In-store events

Social events

The results Loyal affiliates Affiliates become online ambassadors Fuller promotions/campaigns More imps/clicks/visits – SALES! Happy Finance Director!

Loyal affiliates

Affiliates become online ambassadors

Fuller promotions/campaigns

More imps/clicks/visits – SALES!

Happy Finance Director!

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…

Affiliate Marketing leading online sales charge!

2005 online sales – 30%

2007 online sales – 75%

Affiliate Marketing – continues to be >25% of online sales…

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

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

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

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