The European Agency Client Relationship - Exposed! - Micky Khanna

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The European Agency Client Relationship - Exposed! - Micky Khanna

  1. 1. The Agency / Client Relationship Exposed! Micky Khanna (Existem AM) Kenneth Dayley (Crocs)
  2. 2. Contents <ul><li>Who are the presenters? </li></ul><ul><li>Background to Agency appointment </li></ul><ul><li>Deliverables </li></ul><ul><li>Agency / Client / Joint Roles </li></ul><ul><li>Challenges </li></ul><ul><li>Successes / Lessons Learned </li></ul><ul><li>The Stats… </li></ul><ul><li>What Else Did We Learn? </li></ul><ul><li>Q & A </li></ul>
  3. 3. The Presenters <ul><li>Micky Khanna </li></ul><ul><li>Sales Director, Existem Affiliate Management </li></ul><ul><li>Kenneth Dayley </li></ul><ul><li>Global Online Business Development Manager, Crocs Inc </li></ul><ul><li>Runa Reno </li></ul><ul><li>International Account Manager, Existem Affiliate Management </li></ul>
  4. 4. Background to Appointment <ul><li>Crocs is a global organisation </li></ul><ul><li>Affiliate Programme was live in UK, DE, FR, NL, ES, and IT </li></ul><ul><li>Single internal affiliate resource </li></ul><ul><li>Needed EU based programme management with localised knowledge of each Territory </li></ul><ul><li>Networks unable to deliver a central solution </li></ul>
  5. 5. Deliverables <ul><li>Local market support </li></ul><ul><li>Dedicated contact point </li></ul><ul><li>Broad knowledge of affiliate marketplaces </li></ul><ul><li>Communications programme </li></ul>
  6. 6. Client Role <ul><li>Define requirements for agency </li></ul><ul><li>Define KPI’s and reporting parameters </li></ul><ul><li>Set contact frequency </li></ul><ul><li>Maintain site function / stock </li></ul><ul><li>Notify of client side issues </li></ul><ul><li>Provide marketing input / guidance </li></ul>
  7. 7. Agency Role <ul><li>Discuss and agree client brief </li></ul><ul><li>Translate into a strategy </li></ul><ul><li>Implementation of marketing / product messages </li></ul><ul><li>Recruitment, maintenance and growth </li></ul><ul><li>Reporting and communication of KPI’s and results </li></ul><ul><li>To deliver affiliate expertise and local knowledge for each territory </li></ul>
  8. 8. Joint Roles <ul><li>Agree feasible deliverables </li></ul><ul><li>Agree strategy </li></ul><ul><li>Adhere to any timetables </li></ul><ul><li>On-going communication process </li></ul>
  9. 9. Challenges <ul><li>Language support for all markets </li></ul><ul><li>Coordination of communication </li></ul><ul><li>Relationships with distant affiliates </li></ul><ul><li>Establishing common goals </li></ul>
  10. 10. Successes and Lessons Learned <ul><li>4 new territories launched SE, FL, AT, and EU (generic) </li></ul><ul><li>UK network migration (- Zanox to Awin) by Feb 11 </li></ul><ul><li>Triple-Digit growth YonY in Sales </li></ul><ul><li>Order Volumes vs Sales revenues </li></ul><ul><li>Plans to roll out across PL, NO, and RU for 2011 </li></ul><ul><li>Challenging diversity of affiliates </li></ul><ul><li>Always a need for more! </li></ul>
  11. 11. The Stats… <ul><li>Top Territories for Crocs: </li></ul><ul><li>Date Ranges from Jan-May 2011 (first set of YonY Stats we have) </li></ul>
  12. 12. DE
  13. 13. FR
  14. 14. UK
  15. 15. NL
  16. 16. What Else Did We Learn? <ul><li>Rapport is essential </li></ul><ul><li>Realistic goals are essential </li></ul><ul><li>Realistic measurements required </li></ul><ul><li>Professionalism and flexibility </li></ul>
  17. 17. Questions?
  18. 18. Thank You!

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