Hotel Chocolat - Sweet Success - Affiliate Marketing Case Study by Chris Bishop


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Internet Retailing case study presentation by Chris Bishop, Online Marketing Manager at Hotel Chocolat on best practises in Affiliate Marketing

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Hotel Chocolat - Sweet Success - Affiliate Marketing Case Study by Chris Bishop

  1. 1. Sweet Success: Affiliate Marketing Case Study Chris Bishop Online Marketing Manager Hotel Chocolat Group
  2. 2. A little about me… <ul><li>Began in online media in 1999 as a publisher and owner of an online sports network </li></ul><ul><li>1 of 4 to graduate with the UK’s first e-business degree </li></ul><ul><li>Create & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat… </li></ul><ul><li>“ Outstanding Personal Contribution to Affiliate Marketing&quot; award and short-listed for “Publisher Manager of the Year” A4UExpo 2007. </li></ul><ul><li>Support Bolton Wanderers & love Belvedere Vodka! </li></ul>
  3. 3. Hotel Chocolat NICHE B – R – O – A - D 2003 Hotel chocolate gifts B to C Chocolat + for yourself & B to B mail order + retail 1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF by mail order 1993 Choc chocolate GIFTS B to C Express by mail order 1991 Geneiva chocolates & B to B Chocolates mints 1988 B to B MMC mints only
  4. 4. Chocolate should be exciting <ul><li>Whether you’re having some quiet me-time, or making someone’s day with a gift.  </li></ul><ul><li>For us, chocolate made with passion and imagination is more than just chocolate – it’s a state of mind, a place, a feeling that can take you on a journey.  </li></ul><ul><li>Where you go is entirely up to you… </li></ul>
  5. 5. Contents <ul><li>Affiliate Marketing – The basics </li></ul><ul><li>Loyalty beyond commission </li></ul><ul><li>Love, respect – communication! </li></ul><ul><li>Love? Woolly rubbish? What about my sales? </li></ul><ul><li>Questions </li></ul>
  6. 6. The basics <ul><li>Website </li></ul><ul><ul><li>Clear basket/cart (sale) </li></ul></ul><ul><ul><li>Easy registration (lead) </li></ul></ul><ul><ul><li>Is the site converting? </li></ul></ul><ul><ul><li>Analysis tools? </li></ul></ul><ul><li>Don’t burn bridges! </li></ul>
  7. 7. Ready now? <ul><li>Your programme </li></ul><ul><ul><li>Managed </li></ul></ul><ul><ul><li>Self Managed </li></ul></ul><ul><ul><li>Agency </li></ul></ul><ul><li>Network?? </li></ul><ul><ul><li>Skill Set </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Cost </li></ul></ul>
  8. 8. We ready now?? <ul><li>Not yet… </li></ul><ul><li>Commission Structure </li></ul><ul><li>Incentives </li></ul><ul><li>Cookie Period </li></ul><ul><li>Creative </li></ul><ul><li>Feeds/RSS </li></ul>
  9. 9. Launch? <ul><li>No… plan your communication… </li></ul><ul><li>Communication is KEY! </li></ul><ul><li>Introduction to LOVE… </li></ul>
  10. 10. Loyalty beyond commission! <ul><li>Basics now achieved… how can we stand out?? </li></ul><ul><li>What if a competitor offers 2% higher commission? </li></ul><ul><li>How will you know when your there! </li></ul>
  11. 11. Love/Respect Axis Kevin Roberts is CEO Worldwide for Saatchi and Saatchi
  12. 12. Stand for something big! <ul><li>Believe in your product </li></ul><ul><li>Understand your audience… </li></ul><ul><li>Install passion! </li></ul><ul><li>Remember it’s theirs to fall in love with, not yours to sell </li></ul><ul><li>Go that extra mile! </li></ul>
  13. 13. Levels of Communication <ul><li>Timing </li></ul><ul><li>Segmentation </li></ul><ul><li>Relevance! </li></ul><ul><li>Re-activation! </li></ul><ul><li>Reward! </li></ul>
  14. 14. Communication – Market Wide
  15. 15. Communication – Network Wide
  16. 16. Communication – Publishers
  17. 17. Communication – Performers
  18. 18. The extra mile! <ul><li>Affiliate Tour </li></ul><ul><li>Blog </li></ul><ul><li>Video </li></ul><ul><li>Product Training </li></ul><ul><li>In-store events </li></ul><ul><li>Social events </li></ul>
  19. 19. The results <ul><li>Loyal affiliates </li></ul><ul><li>Affiliates become online ambassadors </li></ul><ul><li>Fuller promotions/campaigns </li></ul><ul><li>More imps/clicks/visits – SALES! </li></ul><ul><li>Happy Finance Director! </li></ul>
  20. 20. Hotel Chocolat ROI <ul><li>Affiliate Marketing leading online sales charge! </li></ul><ul><li>2005 online sales – 30% </li></ul><ul><li>2007 online sales – 75% </li></ul><ul><li>Affiliate Marketing – continues to be >25% of online sales… </li></ul>
  21. 21. 5 things to do… <ul><li>Get the basics right… no excuses! </li></ul><ul><li>Think like an affiliate (to catch a fish!) </li></ul><ul><li>Create a relationship </li></ul><ul><li>Nurture the future </li></ul><ul><li>Introduce affiliates to the business… Christmas parties, PR launches, company inductions, training etc </li></ul>
  22. 22. Thank You & Questions… <ul><li>Contact Details </li></ul><ul><li>E: </li></ul><ul><li>IM: cpbishop </li></ul><ul><li>Skype: cpbishop </li></ul><ul><li>Blog: </li></ul><ul><li>Linkedin: </li></ul><ul><li>Thanks to… </li></ul><ul><li>Commission Junction </li></ul>