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

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

    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

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