presentation Conversion Wednesday FairEtail

1. From leads to loyal customers
MORE LEADS & SALES WITH AFFILIATE MARKETING
by Dennis KENIS & Erik BOUMAN from FairEtail - 16/6/2010 1

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. 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!
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4. AFFILIATE MARKETING
-
It’s a complicated world

5. Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS

6. Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS

7. Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS

8. Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS

9. Affiliate Marketing – it’s a complicated world

10. Affiliate Marketing – it’s a complicated world
THE ECO-SYSTEM

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. 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. 10 TIPS FOR BETTER PERFORMANCE

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. 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. 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. 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. 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. 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. 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. 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. 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. 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

25. 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
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