As a marketer you are always asked to get the most growth out of your budget and team, sometimes even exponentially more than what your resources should be able to do. So your marketing strategy has to scale. I am looking to share with your Rad Power Bikes European team’s approach to affiliate marketing that has brought a 19x ROAS on every euro spent even without a dedicated headcount to grow our team. In the first 6 months we have seen over €2 Million euros sales generated by adding affiliate marketing to our marketing mix even though our brand has low brand recognition in Europe since we are a new entrant to the market. Find out how you can scale your marketing approach with affiliates in Europe by joining my session.

1. MASTER
CLASS
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 8 - 9, 2022
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
How Affiliate Marketing
Can Scale Your Marketing
Team Without a Headcount
Nikoletta Vecsei Harrold
SENIOR MARKETING MANAGER
RAD POWER BIKES

2. SCALE YOUR BUSINESS WITH
AFFILIATE MARKETING
Without additional headcount

3. Who Are We?
Rad Power Bikes
Norther America’s
largest ebike brand
with close to
500.000 riders
globally.
Our ebikes are built
for everything and
priced for everyone.
www.radpowerbikes.eu

4. THE CHALLENGE
● Founded in Seattle, WA in 2015
● Canadian launch in 2017
● Primarily an e-com shop
● Explosive US/ CA growth and marketing focus
○ One Language
○ Cultural similarities
○ Climate/ geographic similarities
○ Regulatory similarities
○ Online purchases are standard
Get people out of cars and onto bycicles

5. THE CHALLENGE
● EU Launch in 2017
● Challenges:
○ Multiple languages
○ Multiple cultures (and biking cultures)
○ Very diverse geography
○ Diverse regulatory environment even within the EU
○ Diverse trust in online shopping
○ BREXIT in 2020
Get people of all ages to choose ebikes over traditional bikes

6. GLOBAL EXPANSION
● Low brand awareness
● Small, but nimble team
● Global goals & strategy set by US
● Executive eyeballs on affiliate program
in Europe (mid/ top funnel)
● Lack of in-house experience
● 4 major markets (DACH, UK, FR, NL)

7. PROCESS
1. Demo affiliate SaaS in Europe
2. Interviews and learn to ask the right questions
3. Gather quotes and pick vendor
4. Choose account management service
5. Sign contract
6. Kick off

8. PHASE 1
● Coupon, voucher and discount sites
● Focus on DACH regions as our biggest
market
○ Account Manager’s recommendations from
experience
○ Existing press and ebike review sites
connections
○ Sustainability focused publishers
Top/
Conversion
Mid/
Consideration
Bottom/
Awareness

9. PHASE 2
● Experiment with paid placements with affiliate partners
● Roll out top partners from the US program
● Roll out UK, FR, BE, NL
○ Content partners
○ Sub-affiliate networks

10. PHASE 3
● 4-lingual banners and text links
● 4-lingual heads-up notification for promotion
● Invite Business Partners (RASP)
○ Demo rides, service, maintenance, assembly

11. GOALS
● Align to the US benchmark
ROAS goal of 7x.
● Grow the affiliate channel to
account for at least 7%* of overall
e-commerce sales in the first
year
● Develop brand awareness in
key European markets with
established and reputable
publishers.
ACTUALS (6 MONTHS)
● ROAS across the EU affiliate
channel is exceeding 19x
○ 170% above target
● Affiliate sales account for 12% of
e-commerce sales
○ 71% above target
● The affiliate program comprises
of a diverse mix of 190+
publishers, including a strong
subset of specialized content ,
journalists, trade experts and
business partners
*data based on Google Analytics last click attribution

12. EU MARKETING MIX
● All stages of the funnel influenced
● All goals achieved (CRUSHED IT)
● Headcount vs. Managed Account
● 2022 success = 2023 team growth

13. Questions?
www.radpowerbikes.eu