0
Sweet Success: Affiliate Marketing  Case Study Chris Bishop Online Marketing Manager Hotel Chocolat Group
A little about me… <ul><li>Began in online media in 1999 as a publisher and owner of an online sports network </li></ul><u...
Hotel Chocolat NICHE B – R – O – A - D 2003  Hotel  chocolate gifts  B to C  Chocolat  + for yourself  & B to B  mail orde...
Chocolate should be exciting <ul><li>Whether you’re having some quiet me-time, or making someone’s day with a gift.   </li...
Contents <ul><li>Affiliate Marketing – The basics </li></ul><ul><li>Loyalty beyond commission </li></ul><ul><li>Love, resp...
The basics <ul><li>Website </li></ul><ul><ul><li>Clear basket/cart (sale) </li></ul></ul><ul><ul><li>Easy registration (le...
Ready now? <ul><li>Your programme </li></ul><ul><ul><li>Managed </li></ul></ul><ul><ul><li>Self Managed </li></ul></ul><ul...
We ready now?? <ul><li>Not yet… </li></ul><ul><li>Commission Structure </li></ul><ul><li>Incentives </li></ul><ul><li>Cook...
Launch? <ul><li>No… plan your communication… </li></ul><ul><li>Communication is KEY! </li></ul><ul><li>Introduction to LOV...
Loyalty beyond commission! <ul><li>Basics now achieved… how can we stand out?? </li></ul><ul><li>What if a competitor offe...
Love/Respect Axis Kevin Roberts is CEO Worldwide for Saatchi and Saatchi
Stand for something big! <ul><li>Believe in your product </li></ul><ul><li>Understand your audience… </li></ul><ul><li>Ins...
Levels of Communication <ul><li>Timing </li></ul><ul><li>Segmentation </li></ul><ul><li>Relevance! </li></ul><ul><li>Re-ac...
Communication – Market Wide
Communication – Network Wide
Communication – Publishers
Communication – Performers
The extra mile! <ul><li>Affiliate Tour </li></ul><ul><li>Blog </li></ul><ul><li>Video </li></ul><ul><li>Product Training <...
The results <ul><li>Loyal affiliates </li></ul><ul><li>Affiliates become online ambassadors </li></ul><ul><li>Fuller promo...
Hotel Chocolat ROI <ul><li>Affiliate Marketing leading online sales charge! </li></ul><ul><li>2005 online sales – 30% </li...
5 things to do… <ul><li>Get the basics right… no excuses! </li></ul><ul><li>Think like an affiliate (to catch a fish!) </l...
Thank You & Questions… <ul><li>Contact Details </li></ul><ul><li>E: chris.bishop@hotelchocolat.co.uk </li></ul><ul><li>IM:...
Upcoming SlideShare
Loading in...5
×

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

4,762

Published on

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

Published in: Business, Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,762
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
292
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

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

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

    Clipping is a handy way to collect important slides you want to go back to later.

×