Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/House of Fraser, Martin

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Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/House of Fraser, Martin

  1. 1. Securing Buy-in for your Affiliate Marketing budget <ul><li>Chris King ( Head of Affiliates Sales, BT ) </li></ul><ul><li>Chris Bishop ( Online Acquisition Manager, House of Fraser ) </li></ul><ul><li>Daniel Powell ( Head of Account Management, Commission Junction ) </li></ul>
  2. 2. Securing Buy-in for your Affiliate Marketing budget <ul><li>How to win over your Sales Director </li></ul><ul><li>… Marketing Director </li></ul><ul><li>… Finance Director </li></ul><ul><li>… Commercial Director </li></ul><ul><li>… Brand Director </li></ul><ul><li>It’s a Partnership </li></ul>
  3. 3. Sales Director <ul><li>Affiliates will deliver high sales volumes </li></ul><ul><li>Paid on performance </li></ul><ul><li>Long-term online sales objectives </li></ul><ul><li>Virtual sales force (advocates) </li></ul><ul><li>Search strategy optimisation </li></ul>
  4. 4. Sales Director <ul><li>Brand Search sales strategy it’s all about the real estate </li></ul>PPC Brand Affiliates Brand Affiliates SEO
  5. 5. Sales Director <ul><li>The Heineken </li></ul><ul><li>Effect </li></ul><ul><li>(Credit Crunch) </li></ul><<<<<<<<<< Sales Volume >>>>>>>>>> “ All Rounders” Brand PPC Cashback/Loyalty Email Partnerships The Affiliate Masses SEO Niche/Blogs/Web 2.0 <ul><li>Communications industry contract </li></ul><ul><li>based customers. Not typical of all sectors </li></ul>
  6. 6. <ul><li>… well almost </li></ul>Marketing Director It’s FREE…
  7. 7. <ul><li>Brand protection (defensive) </li></ul><ul><li>Product & channel offer awareness (Brand PPC group) </li></ul>Marketing Director Online exclusive BT Home Hub 8Mb Broadband Free set up & security From £7.95 Wireless BT Broadband Free Offer Free Wireless Home Hub BT Vision TV Special Offers Save online now New BT Home Hub now 2X Wireless range
  8. 8. Marketing Director <ul><li>Product & channel offer awareness </li></ul><ul><li>Communication “voice of the customer” </li></ul>
  9. 9. <ul><li>Product chooser (value add) </li></ul>Marketing Director
  10. 10. <ul><li>Online PR & news </li></ul>Marketing Director
  11. 11. Finance Director <ul><li>COS </li></ul><ul><li>Low risk – CPA metric (performance) </li></ul><ul><li>Variable budget – allow to scale </li></ul><ul><li>It’s your space – it’s metrics not marketing </li></ul><ul><li>Credit Crunch </li></ul>
  12. 12. Commercial Director <ul><li>Sharp, driven sales force </li></ul><ul><li>Competitive edge </li></ul><ul><li>Heighten peaks, soften troughs </li></ul><ul><li>Clear the decks... Volume sale buys! </li></ul>
  13. 13. Volume & PACE! <ul><li>DKNY SALE robe sold out in 30mins! </li></ul>
  14. 14. Brand Director <ul><li>Changing worlds – brand equity & coverage </li></ul><ul><li>It’s theirs to fall in love with, not yours to sell </li></ul><ul><li>Its either you or your competitors!!! </li></ul><ul><li>The Wild West Days are long gone! </li></ul>
  15. 15. Brand Director <ul><li>ASOS.com built a brand on AM </li></ul><ul><li>Agile positioning </li></ul><ul><li>Efficient an effective merchandising </li></ul><ul><li>Coverage...reach! </li></ul>
  16. 16. Brand Director
  17. 17. It’s a Partnership <ul><li>Relationships – long term </li></ul><ul><li>Expertise </li></ul><ul><li>Education </li></ul><ul><li>Shared knowledge & learning </li></ul><ul><li>Meet the Directors! </li></ul>
  18. 18. Thank you! <ul><li>Questions please... </li></ul>

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