Conversion Wednesday Fair Etail

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Conversion Wednesday Fair Etail

  1. 1. From leads to loyal customers MORE LEADS & SALES WITH AFFILIATE MARKETING by Dennis KENIS & Erik BOUMAN from FairEtail - 16/6/2010 1
  2. 2. Topics 1. FairEtail introduction 2. Affiliate Marketing – it’s a complicated world  Market players  Eco-System 3. 10 tips for better performance 4. Q & A
  3. 3. FairEtail introduction FairEtail Performance-Based Marketing Agency Our combination of full-service & no-cure no-pay is unique in the Benelux Truly independent partner for Performance-based online marketing Full coverage of all channels for optimal performance Full service approach: From strategy to execution The FairEtail team consists of experts in the performance-marketing field 100% Performance-based business model Our clients pay only for results! 3
  4. 4. AFFILIATE MARKETING - It’s a complicated world
  5. 5. Affiliate Marketing – it’s a complicated world THE MARKET PLAYERS
  6. 6. Affiliate Marketing – it’s a complicated world THE MARKET PLAYERS
  7. 7. Affiliate Marketing – it’s a complicated world THE MARKET PLAYERS
  8. 8. Affiliate Marketing – it’s a complicated world THE MARKET PLAYERS
  9. 9. Affiliate Marketing – it’s a complicated world
  10. 10. Affiliate Marketing – it’s a complicated world THE ECO-SYSTEM
  11. 11. Affiliate Marketing – it’s a complicated world THE ECO-SYSTEM Affiliate Advertiser Affiliates Consumers Networks Consumer segment A Premium Sites Consumer segment B NetAffiliation Consumer segment C Verticals Consumer Affiliate Marketing Programme segment D Zanox Consumer segment E Email publishers Consumer segment F TradeDoubler Consumer Search affiliates segment G ... Consumer segment H
  12. 12. Affiliate Marketing – it’s a complicated world DIFFERENT PERSPECTIVES – ADVERTISER vs AFFILIATE  As Advertiser you set the rules for YOUR affiliate marketing programme  The Advertiser presents the affiliate programme via a network to the affiliates  They choose to apply or not  The Advertiser accepts or refuses the applications  The accepted affiliate can start to promote the Advertiser, without any engagement in terms of volume  Both the Advertiser and the affiliates can end the collaboration at any time, respecting a minimum term Mutual agreement with long-term perspective and short-term engagement = win-win
  13. 13. 10 TIPS FOR BETTER PERFORMANCE
  14. 14. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 1 Use an unlimited sales budget for affiliate marketing. Right ! Tip: Don’t use a fixed marketing budget to assure continuity
  15. 15. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 2 The more the merrier, so work with as many networks as possible. Wrong ! Tip: Work with 2 or 3 networks and present your programme as a pitch
  16. 16. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 3 Your paying twice as much for sale as your competitor, so you are attracting all the best affiliates. Wrong, have you ever thought in terms of earnings per click? Tip: The only objective benchmark for your programme is EPC
  17. 17. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 4 Affiliates may have reasons to complain they are being paid too late. Right, but you control their payment term! Tip: Pay your invoices on time, so your affiliates are paid on time too
  18. 18. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 5 The affiliate commission is the most important factor for success. Right, After offering, promotion, banners, landing page & conversion flow... Tip: Work on all conversion elements and make sure you don’t have to compensate with commission
  19. 19. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 6 Conversion is the key performance indicator when evaluating affiliates. Right, but it doesn’t tell you everything. Tip: Conversion is an important factor, but don’t focus blindly on it
  20. 20. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 7 Be very selective when accepting new affiliates, so you only attract the ones you are 100% sure about. Wrong ! Tip: Judge affiliates on their performance, not on first sight
  21. 21. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 8 15% of your affiliates are generating 85% of your business. You have to do something about it. Wrong, That’s perfectly normal. Tip: Focus on your top affiliates as they are true online experts, but don’t ignore the high-potentials among the 85%
  22. 22. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 9 Your affiliates are just like offline sales representatives who need to be tickled in order to perform. Right ! Tip: Communicate, give clear objectives & motivate your affiliates!
  23. 23. 10 tips for better performance Advertiser vs Affiliate perspective Statement # 10 You don’t have the resources and expertise to handle your affiliate management in-house, but an external party will never show the same engagement as an employee. Wrong, if you choose the right partner and the right model! Tip: If you choose to outsource your affiliate management, consider outsourcing the financial risk at the same time
  24. 24. QUESTIONS ? Dennis KENIS Erik BOUMAN Managing Partner Country Manager NL dennis@fairetail.be erik.bouman@fairetail.nl Tel: +32 479 99 37 36 Tel: +31 645 31 47 17 25

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