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Standing out from the Crowd. How to make your affiliate campaign stand out in a competitive marketplace

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Presentation from TFM&A by James Little / AffiliateFuture in March 2011.

Includes case study from travel site Sunshine.co.uk on how Affiliates helped them generate £17m Revenue in their second year of business.

Published in: Travel
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Standing out from the Crowd. How to make your affiliate campaign stand out in a competitive marketplace

  1. 1. Standing Out from the CrowdHow to make your affiliate campaign stand out in a competitive marketplace.James LittleClient Services Directorwww.affiliatefuture.co.uk<br />
  2. 2. Who am I?<br /><ul><li>Working online since 2000
  3. 3. Background in Web Development
  4. 4. Spend past 6 years working in Affiliate Marketing during which time have experienced working for client, agency and network
  5. 5. Industry thought leader & highly commended at A4U Awards 2010</li></li></ul><li>About AffiliateFuture<br />A4U Award winner - 2010 <br />Innovation Award, Highly Commended Account Manager and Overall Network<br />Launched in 2002<br />Networks in UK, USA, Eurozone<br />Offices in London, New York, Madrid, Oviedo<br />Group has over 800 staff<br />
  6. 6. AffiliateFuture Performance<br />300,000 website publishers<br />900 advertisers<br />83 million clicks per year<br />5 million transactions per year<br />£160 million sales per year for merchants <br />£10 million per year commission paid to affiliates<br />
  7. 7. Client Portfolio<br />AffiliateFuture Portfolio<br />
  8. 8. The challenge<br /><ul><li>Affiliate Marketing is now a extremely competitive market
  9. 9. Across the top 4 UK Affiliate networks there are over 3,000 Programmes
  10. 10. AffiliateFuture alone have over 250 merchants in the travel sector
  11. 11. So how do you get your voice out?</li></li></ul><li>The Solution<br /><ul><li>Think of Affiliates as your “Virtual Sales force”</li></ul>Education – Dedicated Landing page with additional product information – FAQs, seasonality, etc.<br />Regular relevant communication / Engagement<br />Regular Rewards or Incentives<br /><ul><li>Help with conversions</li></ul>Cut down leakage – do you show a phone number for affiliate traffic?<br />Are you de-duping against brand?<br />Are you monitoring the conversion rate?<br />Voucher Codes – these can help with conversion for all types of affiliates<br /><ul><li>Thinking outside the box</li></ul>What else could you give affiliates, especially new ones to help them promote you?<br />
  12. 12. Case Study<br />How Sunshine.co.uk stood out from the crowd and generated £17m Revenue in a year<br />
  13. 13. About Sunshine.co.uk<br /><ul><li>Founded in 2007 by Chris, Chris and Alan after selling Affiliate site HolidayWatchdog to TripAdvisor/Expedia
  14. 14. Specialised in offering low-cost dynamically packages holidays</li></ul>"The big idea behind sunshine was a simple one.<br />If low-cost airlines can work, so can a low-cost travel agent."<br />
  15. 15. The Objectives<br />To establish and build brand awareness of recently launched sunshine.co.uk<br />To attract and secure 400 business-generating affiliates within six months of launch<br />To achieve 10,000 unique visitors in the first month of launch<br />To establish and grow consumer confidence in sunshine.co.uk<br />To generate 10 sales per day within three months of launch<br />To achieve 3.5% conversion rate within three months of launch<br />Sunshine.co.uk’s overriding strategy was to be the best resourced travel merchant for affiliates in the UK.<br />
  16. 16. The Launch<br />Launched with very competitive 7% commission rate<br />Launched with incentive to win Macbook Air (recently launched) just by placing a link on Affiliate site or promoting the programme on affiliate blog<br />Created dedicated resource center at www.sunshine.co.uk/affiliates/ with Blog, Live chat, RSS offer feeds and search boxes<br />
  17. 17. The Incentives<br />Send total of 12 Affiliates to Barbados as part of AffiliateFuture network incentive over 2 years<br />Launched a “fam trip” incentive where the two winners were sent to Orlando/Fuerteventura<br />Given away two Macbook Airs<br />Given away tickets to industry events such as A4U Awards/Expo<br />
  18. 18. Sunpress<br />sunshine.co.uk + Wordpress= sunPress<br />Launched at A4UExpo 2008<br />Aimed at non-travel affiliates or domain based affiliates<br />Allows creative of a travel site in minutes<br />Integrates with sunshine.co.uk XLM API<br />Helped new travel affiliates earn thousands in revenue each month<br />
  19. 19. Conversion rates<br />Worked with Conversion Rate Experts on Split testing landing pages, in-depth analytics, usability testing and customer surveys<br />Made changes to the site that almost doubled the conversion rate – helping affiliates earn even more from their clicks<br />
  20. 20. Communication<br />Affiliate Blog with all the latest news<br />Live chat with via bespoke Affiliate Site<br />Regular Newsletters to Affiliates<br />Available on MSN, phone or email, even out of hours<br />Frequent posts & guest articles on industry forums such as Affiliates4u.com<br />
  21. 21. Initial Results<br />To achieve 10,000 unique visitors in the first month of launch<br />To achieve 3.5% conversion rate within three months of launch<br />To attract and secure 400 business-generating affiliates within six months of launch<br />To generate 10 sales per day within three months of launch<br />In the second month of business, sunshine.co.uk attracted 29,032 unique visitors<br />In the fourth  month of business sunshine.co.uk achieved a conversion rate of 4.6%<br />Within five months: <br />444 Affiliates<br />Sold 1,470 holidays <br />452,477 Unique Visitors<br />Generated over £700,000 in revenue<br />
  22. 22. The Results<br />
  23. 23. The Awards?<br />IMA Affiliate Marketing Award Winner 2008 <br />Highly Commended in 2008 eConsultancy awards<br />Winners of Affiliate Manager of the Year a4uawards 2008 & 2009<br />Finalist in TravolutionPioneers category 2009 awards<br />Best Travel Agency site at Travelmole Web Awards 2010<br />Nominated for 2010 Travel Agency Achievement Awards<br />
  24. 24. Their Affiliates<br />“I use sunshine.co.uk because they offer the best commision rate in the industry, their site converts very well and they are very switched on with regards to affiliate marketing as a whole” Frank Paul, Lollipop.co.uk<br />“sunshine.co.uk are the only site I’ve put on my portfolio of travel domains. Without them I would not have entered the travel industry and now it’s one of my biggest verticals” GulshanBaryah – Various Domains<br />“sunshine.co.uk are the perfect fit for my site – their prices are virtually unbeatable and the service I get from them as an affiliate is second to none” Owner – Magaluf.co.uk<br />
  25. 25. James Little<br />AffiliateFuture<br />James.little@affiliatefuture.co.uk<br />Telephone: +44 (0)20 7936 6575<br />

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