Profitable Performance Marketing More Money For You
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The document discusses strategies for profitable performance marketing. It focuses on prioritizing performance and potential, upselling additional products and services, second sales and renewals. It also discusses the importance of transparency both internally and externally to align partners and drive performance. Case studies show how balancing scorecards for pricing and publisher feedback loops can increase eCPMs and publisher loyalty. Embracing compliance innovations also increased revenues by addressing issues like stolen unsubscribe files.
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Profitable Performance Marketing More Money For You
- 1. Profitable Performance Marketing: More Money for You Lisa Riolo – Moderating & Presenting with Jason Oates & Karen White
- 3. The Entrepreneur’s Org Chart
- 7. Contact Information: (805) 8 7 0 – L I S A (805) 8 7 0 – 5 4 7 2 lisa @ lisariolo.com : lisariolo
- 8. Profitable Performance Marketing: More Money for You Karen White Squirt Gun Media Group
- 9. What’s the definition of a successful partnership?
- 10. Your Kind of Negotiation?
- 12. Profitable Performance Marketing: More Money for You Jason Oates VP Media Services
- 13. ACQUISITION RETENTION MONETIZATION Significant Reach Tiered Performance Pricing Branding Benefits Feedback Loops Mobile Quantum Leaps in Compliance What’s New to Email? Social/Micro Messaging Channel/Source Optimization Feedback Loops Mobile Win Back Advancements Fortune 1000 Advertisers Inventory Management Co-op Marketing Feedback Loops Mobile Increasing eCPM’s
- 14. Synchronize Email Strategies ACQUISITION RETENTION MONETIZATION
- 15. Balanced Scorecard Approach to Pricing Old school approach to performance pricing New approach to pricing
- 16. What’s Missing From Driving Better Results? TRANSPARENCY
- 17. Internal and External Transparency Aligns Partners and Drives Performance
- 19. The Benefits of Feedback Loops CPM WASTE PUBLISHER ADVERTISER
- 20. Compliance Has Cleaned Up the Riff Raff
- 21. Case Studies A Balanced Score Card (BSC) Approach to Pricing and Optimization PROBLEM Publisher pricing was hard to manage; could not identify best publishers SOLUTIONS Consolidated email channel under 1 Inbox Agency that could better manage & control pricing & compliance across all publishers and networks RESULTS Created publisher loyalty because of the sharing of meaningful feedback that led to higher eCPMs
- 22. Case Studies Embracing Compliance Innovations to Drive Revenue PROBLEM SOLUTIONS RESULTS Unsubscribe files were being stolen by publishers, and mailers and large advertisers were weary of email advertising 100 Publishers, 28 Email Service Providers, the EEC, 3 Networks and 10 Advertisers all collaborated to support and champion MD5 Suppression List Management Publishers eCPM’s have increased from running offers from Fortune 1000 brands
Editor's Notes
- Both figures are indicators of a company’s financial strength—but in different ways. The bottom line describes how well the company is controlling its total costs, typically in relation to its revenue. Revenue demonstrates how effectively a company generates sales without factoring in the expenses involved in generating those sales. In the world of performance marketing and, advertising in general, there is a tendency to focus on the Top Line. We talk a lot about driving results and very little about profit. So, today, we want to share with you tips and suggestions for improving your ‘earnings.’ This doesn’t mean we won’t talk about ways to increase your top line revenue (because we will) – but we’ll also spend some time on reducing expenses.
- Your Not To Do List is as Important as Your To Do List Spend at least half, if not less, of the time you spend developing business “fighting fires.” If you don’t have an agenda for a meeting, don’t have the meeting. If you must have the meeting, have it standing-up.
- A few other notes on prioritization: don’t make the mistake of always prioritizing what is urgent or a demand task over what is important.
- Add On Products/Services, Up Sells, Continuity Programs (shopping cart) – average sale amount increases, cost of sale almost flat – better margins Greatest value with complementary products/services with lowest cost to you (extended download, back-up CD, one hour consultation), free technical support, extended warranties 2 nd Sale – or renewal (you will more than double the annua l value of the customer) (Not just the Up-sale) Auto-responders for the first time buyers and design toward the second sale. Inserts – in delivery from the first sale Declan Dunn Call people up from ONLINE, Confirm the order. Forecasting the second sale (Educate on the next great opportunity) Thank them – you care. + Increasing Opt-Ins Reducing Unsubscribes Key Questions to Ask Best Buyers – Top “100” prospects – pursue until you get them, you’ll get some. B2C – smaller number of better buyers than average buyers and do more for them when you get them. Education-based marketing Hi, Listen we’ve got a program, teaching companies how to succeed this week 96% of companies fail and we’ve discovered the 5 things that those companies typically do wrong, and the 7 things that the 4% which succeed always do. We’re setting up a meeting this week to share that and we’ve got X of your peers attending. Is this something you’re interested in? Go OFFLINE
- Integrated Value is Worth More Than the Sum of the Parts Leveraging intelligence across each channel Leveraging people across each Connecting consumer life cycles and behavior
- Old school approach to performance pricing Advertiser sets a network price and adjusts on a monthly basis In this scenario one good or bad scalable publisher can skew results, which means you could throw the baby out with the bathwater New approach to Pricing Use early and lagging performance indicators to measure lead/sales quality at the source level and adjust pricing accordingly Network or Agency passes publisher/source codes to advertiser Advertiser provides BSC report at pub/source level Pricing is adjusted at pub/source level to better manage back end ROI
- Performance transparency between publishers and advertises will drive advertising and retention results Pubs to share front end results (open, click and conversion rates) of A/B creative and customer segmentation testing Advertisers to share back end results; including contact and lead to sales conversion rates, cost per sale, response to retention efforts, % US, duplicate and charge back rates, etc Performance transparency between list owners (advertisers) and list managers can drive primary and incremental revenue streams Advertisers should share media codes when passing data to list managers so data from different media can be handled differently. List managers should share what categories (of offers) perform best, which could impact the types of strategic partners list owner should work with.
- partners providing feedback loops and transparency so that advertisers can track and report KPI’s at the publisher level to drive intelligent optimization and develop ROI based pricing tiers. Goal : eHarmony needed to align publisher pricing with back end ROI goals and projections. Problem : Publisher pricing was hard to manage because of the following: weren’t tracking individual partners within networks so it was impossible to identify best publishers who deserved higher payouts if they dropped a payout to a publisher from a network, that publisher would just go to another network for a higher price…”the whack a mole game” didn’t have BSC performance reporting at the publisher level Solutions : began to capture publisher and source codes consolidated the email channel under one Inbox Agency that could better manage and control pricing and compliance across all publishers and networks established Publisher and Source BSC feedback loops to establish right pricing for each publisher or list provide feedback loops to publishers and networks to aid targeting and optimization Benefits : eH can pay high value publishers a CPL that will pre-empt other advertisers for volume Easier to manage back end ROI and develop revenue projections Creates publisher loyalty because of the sharing of meaningful feedback that can drive higher eCPMs Example: We started to track what percent of the leads, from each publisher, came from US IP addresses. The goal was 80%. We went to Publishers that had a lower than average percentage of US IP leads and helped them improve their US targeting which resulted in higher price points for those publishers. In some cases we were able to increase payout by 20%.
- Embracing Compliance Innovations to drive Revenue : Using innovations, such as MD5 Suppression, to acquire and scale email campaigns with large brand advertisers. Goal : Multiple Fortune 1000 advertisers needed to protect their suppression lists from being stolen Problem : Unsubscribe files were being stolen by publishers and mailers and large advertisers avoided email advertising, in part, for this reason. Solutions : Over the course of 18 months 100 Publishers, 28 Email Service Providers, the EEC, 3 Networks and 10 Advertisers all collaborated to support and champion MD5 Suppression List management. Each group had to make some sort of investment in time or money. Benefits : Many large brands are now engaged in email advertising, including HSBC, eHarmony, Direct Buy, Citi bank. Publishers eCPM’s have increased from running offers from Fortune 1000 brands All partners have reduced the risk of being out of compliance All partners are working off of one standard solution which drives operational efficiencies