Balancing brands vs sales. Getting the most from Fashion Publishers - Fiona Gandy


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Balancing brands vs sales. Getting the most from Fashion Publishers - Fiona Gandy

  1. 1. BALANCING BRAND VERSUS SALES GETTING THE MOST FROM YOUR FASHION PUBLISHERS Presented by Fiona Gandy Key Account Manager, 7thingsmedia @FiGandy @7thingsmedia Hashtag: #A4UB7 Style, success & sales
  2. 2. <ul><li>Performance-based marketing agency, founded in 2009 </li></ul><ul><li>Offices in London and New York </li></ul><ul><li>Clients include: </li></ul><ul><li>Services include: Affiliate, Display , Lead Generation , SEO, PPC & Online PR </li></ul><ul><li>Recent awards: </li></ul><ul><ul><li>“ Best Affiliate Agency” - Winner, A4uAwards 2011 </li></ul></ul><ul><ul><li>“ Best use of Affiliate Marketing” – Finalist, NMA Awards 2011 </li></ul></ul>7thingsmedia
  3. 3. Affiliate marketing the growth <ul><li>UK affiliate market worth est. £4.62bn in 2010* </li></ul><ul><li>Est. over £5bn by end 2011 </li></ul><ul><li>Est. £280m+ paid in affiliate commission </li></ul><ul><li>* Affiliate Marketing Econsultancy Buyer’s Guide, 2010 </li></ul>
  4. 4. Needs to be managed effectively Complex landscape cashback New season collection voucher codes PR or affiliate bloggers SALE Facebook me! Or text, failing that call or email, or tweet me if I am not on Skype but don’t IM me!
  5. 5. Growth Potential High Low Brand Relevance Low High <ul><li>Maintain relationship </li></ul><ul><li>Evolve the proposition </li></ul><ul><li>Assess brand compatibility </li></ul><ul><li>Bespoke strategy for mutual benefit </li></ul><ul><li>Tactical campaigns </li></ul><ul><li>Develop close relationships </li></ul><ul><li>Improve conversion </li></ul><ul><li>Identify new opportunities </li></ul><ul><li>Automated approach </li></ul><ul><li>Minimal touch point </li></ul>Affiliate value
  6. 6. Voucher and cashback… <ul><li>Getting the most out of your voucher and cashback affiliates </li></ul><ul><ul><li>Communication is key </li></ul></ul><ul><ul><ul><li>Share information and DATA </li></ul></ul></ul><ul><ul><li>What are your competitors doing? </li></ul></ul><ul><ul><li>What are you looking to achieve? </li></ul></ul><ul><ul><ul><li>Higher AOV? </li></ul></ul></ul><ul><ul><ul><li>Acquisition? </li></ul></ul></ul><ul><ul><ul><li>Shift stock? </li></ul></ul></ul>
  7. 7. Voucher and cashback… <ul><li>Monitor </li></ul><ul><ul><li>Who’s saying what and where? </li></ul></ul><ul><ul><li>On brand messaging </li></ul></ul><ul><li>Agent Provocateur saw a 115% yearly revenue increase by applying this </li></ul>
  8. 8. Fashion aggregators <ul><li>Timescales </li></ul><ul><li>Product feed </li></ul><ul><li>Budget </li></ul><ul><li>Commission </li></ul>
  9. 9. Bloggers <ul><li>Very brand loyal </li></ul><ul><li>Traditionally a low converter </li></ul><ul><ul><li>Find ways to work with this – EPC </li></ul></ul><ul><ul><li>Exclusive offers </li></ul></ul><ul><li>Put yourself out there </li></ul>
  10. 10. Events
  11. 11. Events
  12. 12. Who’s who…
  13. 13. Get your house in order <ul><li>Review Terms & Conditions </li></ul><ul><ul><li>Use to assist in your screening process </li></ul></ul><ul><li>Welcome email – branded HTML, concise information, include current promotion / banners </li></ul><ul><li>Contact information </li></ul><ul><li>Replace old banners / text links </li></ul><ul><li>Ensure product feed is working </li></ul><ul><ul><li>Listen to requests </li></ul></ul>
  14. 14. Commission <ul><li>What could you afford to pay? </li></ul><ul><ul><li>Think ahead to potential incentives </li></ul></ul><ul><li>What do your competitors pay? </li></ul><ul><li>What do your re-sellers pay? </li></ul><ul><li>Different commissions for new /returning customers? </li></ul><ul><li>Tiered structures / category “item level” specific </li></ul><ul><li>Is your affiliate budget structured for scale (fixed, semi-variable, variable ) </li></ul>
  15. 15. Optimisation
  16. 16. <ul><li>“ Scale the affiliate programme without the use of voucher code websites ” </li></ul>Know your objectives <ul><li>“ Define the value of affiliate marketing” </li></ul>“ Trade the website aggressively against competitors” “ Increase coverage on fashion websites” “ Increase affiliate sales through fashion content sites and bloggers”
  17. 17. Trading Plan Planning and strategy
  18. 18. Recruitment <ul><li>Recruiting your fashion affiliates: </li></ul><ul><ul><li>Agencies </li></ul></ul><ul><ul><li>Events – be creative </li></ul></ul><ul><ul><li>Affiliate days </li></ul></ul><ul><ul><li>Networks – newsletters / own events </li></ul></ul><ul><ul><li>Gap analysis... (wait until you hear about Affiliate Manager Plus ) </li></ul></ul><ul><ul><li>Affiliates4u – banner / posts </li></ul></ul><ul><ul><li>Google alerts </li></ul></ul><ul><ul><li>...segment </li></ul></ul>
  19. 19. Segmented recruitment
  20. 20. Communication <ul><li>One to one and one to many approach </li></ul><ul><li>Segment by type of affiliate and therefore by type of content </li></ul><ul><li>If you want control then you have to feed affiliates </li></ul><ul><li>Work alongside PR team </li></ul><ul><li>It’s not just the fluffy stuff - t rading style relationship with affiliates </li></ul><ul><li>Create an army of affiliates </li></ul><ul><ul><li>Think outside the box ; look books, press day invites </li></ul></ul>
  21. 21. Communication <ul><li>Step 1 </li></ul><ul><li>Step 2 </li></ul>
  22. 22. Communication <ul><li>Step 1 </li></ul><ul><li>Step 2 </li></ul>
  23. 23. Stand out
  24. 24. Incentives <ul><li>Identify your goals </li></ul><ul><li>Segment – every affiliate is different </li></ul><ul><li>Cash; Commission on next month’s sales; Tiered structure; Exclusive vouchercode; Products; Previews; Champagne or chocolate; VIP events; Away days; Holidays </li></ul><ul><li>Attractive, Achievable, Fun! </li></ul><ul><li>Expectations </li></ul><ul><li>...It’s not the lottery </li></ul>
  25. 25. Incentives
  26. 26. Innovations <ul><li>Content units </li></ul><ul><ul><li>Social widgets / linking – everyone becomes an affiliate </li></ul></ul><ul><li>Feed optimisation </li></ul><ul><li>Mobile </li></ul><ul><ul><li>Rewarding check-ins </li></ul></ul><ul><ul><li>Location based offers in-store and online </li></ul></ul><ul><ul><li>Offline editorial / advertorial accountability </li></ul></ul>
  27. 27. Innovations <ul><li>Re-targeting </li></ul><ul><li>Re-marketing </li></ul><ul><li>Facebook shop </li></ul><ul><li>Innovative approach </li></ul><ul><ul><li>Absolute focus on value as well as volume </li></ul></ul><ul><ul><li>Move away from the Affiliate Marketing ‘norm’ </li></ul></ul><ul><ul><li>Not just “affiliates </li></ul></ul>
  28. 28. Not impressed by coverage? Revenue up 851% … traffic up 163% year on year 8:1 ROI 7thingsmedia has proven the worth of affiliate marketing to the wider company Orders up by 208%
  29. 29. 7things… tomorrow <ul><li>7 things to implement on your affiliate programme tomorrow: </li></ul><ul><li>Get your house in order </li></ul><ul><li>Identify your key objectives and plan </li></ul><ul><li>Segment your affiliates </li></ul><ul><ul><li>- By volume and type </li></ul></ul><ul><li>Review your EPC – how can you improve it? </li></ul><ul><li>Recruit, recruit, recruit </li></ul><ul><li>Strengthen relationships </li></ul><ul><li>Innovate (...and talking of innovation) </li></ul>
  30. 30. Introducing...
  31. 32. Thank you & questions Thank you to my beautiful panel: - Eve - Sarah - Alex Fiona Gandy Key Account Manager 7thingsmedia [email_address] 020 7017 3196 @FiGandy @7thingsmedia