Internationally Managing Your Campaign From A DistanceLena Siara Huang
Topic: Internationally Managing your Campaign from a Distance
How to successfully manage an international affiliate program? How to overcome challenges related to country and culture differences, and what to keep in mind when expanding your affiliate program beyond national borders? This topic is also becoming more relevant for affiliates as they take their marketing efforts global and learn how to best work with international advertisers.
In today’s economy, performance marketing is a crucial component of companies’ overall online marketing strategy. Affiliate Marketing is essential as it has a lower CPA than other advertising channels, and it is major vehicle for increasing visibility online. We live in a Global Economy, and expanding your online activities internationally is more important than ever to be successful.
Email Marketing Case Study: FNCC Earns $2M on $16k email marketing budgetPinpointe On-Demand
FNCC needed an inexpensive way to generate qualified leads for the sales team.
They tried Eloqua and determined that the marketing automation solution was overkill and too complex.
First National then turned to Pinpointe. After 18 months, First National Capital generated over $70 million in sales and $2M in profit based on a $16,000 email marketing spend. Get the email marketing case study
Targeting High Potential Sales Channel PartnersBI WORLDWIDE
The GOALS of the manufacturer and those of the distribution channel are often at odds.
The channel wants to focus on high-margin products and increase total sales, while manufacturers want channel partners to promote the whole line and increase market share for the manufacturer’s brands.
Channel partners want more autonomy and exclusive access to end users, while manufacturers want more control and their own access to end users.
Partnerships help resolve these issues by enabling both parties to focus on end users’ needs and agreeing on strategies that build shared profit across the entire channel.
Everyone has opinions about how best to segment and target channel partners. Ultimately the goal is dealer, distributor or customer loyalty but getting to that point often requires a variety of strategies.
This chart shows a classic segmentation of dealers or dealer reps:
New or low-performing reps who need simple onboarding strategies to support and engage their efforts.
Lower-middle performers who may need training to find their fit with your brand or products.
Higher-middle performers who have found a way to gain some momentum in your direction and should be rewarded for their efforts.
Retaining top performing reps requires a mixture of all of these strategies, plus a healthy amount of recognition for their efforts.
High performing channel partners demonstrate a variety of characteristics:
They have clearly defined goals for representing your brand and selling your product.
They have the necessary knowledge and skills.
They are aware of how they stack up and how they can improve to meet their goals.
They are emotionally engaged with your brand.
They are focused on the right sales and marketing activities.
They understand the relationship needs to benefit both partners.
But what about the rest of your channel partners? You can reach out to middle performers and get them moving in your direction with a few simple strategies. But it all comes down to sharing common goals for success.
Shared goals can only be accomplished through strong business relationships that demonstrate:
A high level of trust
A common understanding of marketplace issues Joint business activities
Shared resources and best practices
Internationally Managing Your Campaign From A DistanceLena Siara Huang
Topic: Internationally Managing your Campaign from a Distance
How to successfully manage an international affiliate program? How to overcome challenges related to country and culture differences, and what to keep in mind when expanding your affiliate program beyond national borders? This topic is also becoming more relevant for affiliates as they take their marketing efforts global and learn how to best work with international advertisers.
In today’s economy, performance marketing is a crucial component of companies’ overall online marketing strategy. Affiliate Marketing is essential as it has a lower CPA than other advertising channels, and it is major vehicle for increasing visibility online. We live in a Global Economy, and expanding your online activities internationally is more important than ever to be successful.
Email Marketing Case Study: FNCC Earns $2M on $16k email marketing budgetPinpointe On-Demand
FNCC needed an inexpensive way to generate qualified leads for the sales team.
They tried Eloqua and determined that the marketing automation solution was overkill and too complex.
First National then turned to Pinpointe. After 18 months, First National Capital generated over $70 million in sales and $2M in profit based on a $16,000 email marketing spend. Get the email marketing case study
Targeting High Potential Sales Channel PartnersBI WORLDWIDE
The GOALS of the manufacturer and those of the distribution channel are often at odds.
The channel wants to focus on high-margin products and increase total sales, while manufacturers want channel partners to promote the whole line and increase market share for the manufacturer’s brands.
Channel partners want more autonomy and exclusive access to end users, while manufacturers want more control and their own access to end users.
Partnerships help resolve these issues by enabling both parties to focus on end users’ needs and agreeing on strategies that build shared profit across the entire channel.
Everyone has opinions about how best to segment and target channel partners. Ultimately the goal is dealer, distributor or customer loyalty but getting to that point often requires a variety of strategies.
This chart shows a classic segmentation of dealers or dealer reps:
New or low-performing reps who need simple onboarding strategies to support and engage their efforts.
Lower-middle performers who may need training to find their fit with your brand or products.
Higher-middle performers who have found a way to gain some momentum in your direction and should be rewarded for their efforts.
Retaining top performing reps requires a mixture of all of these strategies, plus a healthy amount of recognition for their efforts.
High performing channel partners demonstrate a variety of characteristics:
They have clearly defined goals for representing your brand and selling your product.
They have the necessary knowledge and skills.
They are aware of how they stack up and how they can improve to meet their goals.
They are emotionally engaged with your brand.
They are focused on the right sales and marketing activities.
They understand the relationship needs to benefit both partners.
But what about the rest of your channel partners? You can reach out to middle performers and get them moving in your direction with a few simple strategies. But it all comes down to sharing common goals for success.
Shared goals can only be accomplished through strong business relationships that demonstrate:
A high level of trust
A common understanding of marketplace issues Joint business activities
Shared resources and best practices
Metodo embudo - Lean Training Consultoría y CapacitaciónMario Charlin
En Lean Training te entregamos las metodologías que te permitirán crecer tu negocio en el corto, mediano y largo plazo. Formamos a tu organización para que pueda ser exitosa y dinámica.
Integrated Marketing Communciation Plan for a Web Development CompanyBreanne McGahey
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Metodo embudo - Lean Training Consultoría y CapacitaciónMario Charlin
En Lean Training te entregamos las metodologías que te permitirán crecer tu negocio en el corto, mediano y largo plazo. Formamos a tu organización para que pueda ser exitosa y dinámica.
Integrated Marketing Communciation Plan for a Web Development CompanyBreanne McGahey
An integrated marketing communication (IMC) plan for a web development company created for Emerson College's MA in IMC Capstone class. This plan was selected by the client, Verndale, as the winning project.
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2. Who’s who?
• Cheryl Ingram, UK Client Development Director,
Commission Junction
• Peter Norris, Performance Marketing Manager,
EMEA, InterContinental Hotels Group
• Lena Siara Huang, eCommerce Manager,
Marriott International
3. Agenda
• Introduction – the European landscape
• Marriott and IHG program overviews
• Interview – with IHG and Marriott
• Wrap-up
• Any questions?
4. European Facts
• The total online audience in Europe grew by 8% YOY to 241 million (June 08)
• This year, eMarketer estimates there will be 136.1 million Europeans
online in the five largest European Union countries – UK, France,
Germany, Italy, Spain
• c178 million Europeans go online every week
• Over half (55%) of internet users in Europe go online everyday
• Europe now accounts for 28% of the total world population
• Online behaviours across Europe have changed dramatically - a massive
80% of European internet users have bought a product or service online,
up 3% since 2006 and double the 2004 figure.(EIAA Mediascope study)
13. The IHG Affiliate Campaign
An introduction:
– IHG has one global affiliate programme with local management in the
Americas, EMEA and APAC regions;
– Commissions are paid on completed stays;
– Promote all brands and hotels globally;
– Migrated to CJ in 2008 from BeFast;
14. Why we chose CJ
Some of the benefits of the CJ platform are as follows:
– A global leader in affiliate marketing, allowing IHG to work with new
sites in all regions
– Opportunity to partner with top performing affiliates
– Affiliate commissions can be paid in multiple currencies
– The potential for more revenue and exposure for our hotels
– Allows for easy sign-up and enrolment to the affiliate program
15. Our Expansion into Europe
• Install ‘on-the-ground’ local management of affiliate programmes
• Build direct relationship between local CJ manager & IHG performance marketing
manager for that country
• Provide local Performance marketing managers with outlet for potential
publishers
• Provide facility for new publisher enquiries & streamlined sign-up process
• Grow affiliate based revenue in France, Germany, Italy & Spain.
• Commission new revisions & improve quality of existing affiliate campaign
materials in Europe (creative, links, catalogue)
• Operate recruitment drive of locally identified potential publishers
17. Marriott International – Fast Facts
Marriott has over 3,100 hotels in 68 countries, and has been ranked as the
lodging industry’s most admired company
In 2008, Marriott.com has been ranked …
• #7 in the Top 10 largest consumer retail Web sites in the world
No other hotel company has made it into the Top 10.
• #1 for “User Experience”
First time a direct supplier has out-performed any travel service
aggregator, including Expedia and Hotels.com
2008 Online Sales
• Marriott.com drove $6.2 billion in gross revenue (+18.8% YoY)
• Marriott Global sites grew +66% YoY
19. Affiliate Marketing – a Growing Channel
Affiliate Marketing as strategic part of overall online strategy
• Channel increases visibility online
• Gives access to new customers and customer segments
• Affiliate shoppers tend to buy more than the average shopper
• Lower CPA than other advertising channels
Why Marriott decided to expand globally…
• In the US affiliate marketing spending accounts for 9% of total online
ad spending and is estimated to reach $3.3 billion in 2012
• The US affiliate industry is estimated to grow at a compound annual
growth rate (CAGR) of 13% over the next five years
• Travel is #1 advertiser sector in affiliate industry, accounting for 30%
• Affiliate marketing is a growing channel – globally
20. Marriott’s Affiliate Programmes Today
US Program UK Programme
• Launched in 2003 • Launched in 2007
• Main audience in US & Canada • Main audience in UK & Ireland
• To date 3,000+ affiliates • To date 600+ affiliates
YOY Growth
2008: +80%
22. International - Operations
Regional Offices – International Sites – Affiliate Programs
Central Europe
North America
Germany
USA
France
UKIMEA
Asia-Pacific
US & Canada UK & Ireland
UK
Ireland Australia
China
Carrib.-LatAm Japan
South Korea
LatAm - Spanish/ Español
Brazil
23. Previous Affiliate Marketing Structure
Campaigns, creative &
strategy drip fed into
European campaign
with no consideration
of language, regional
differences, or local
contacts.
25. Affiliate Programme Realignment
The new structure increases programme accessibility for the local IHG
manager, as well as utilising local knowledge on both IHG and CJ sides;
Recruitment ongoing by CJ
Non-CJ
Provided with Local CJ Manager able to
Publishers in
information immediately offer terms
local market
Local IHG from
Affiliate
Performance Commission
programme
Marketing Junction Local On-the-ground, local CJ
Existing CJ
manager on…
Manager manager able to approach
Publishers in
publisher & invite to
local market
program.
IHG identified potential publishers identified in local market, by
local IHG performance marketing manager & added to campaign
27. Publisher Recruitment
Recruiting
Direct Network
Outreach to pubs
Conferences/ Regional
with various
Managers
Direct Outreach business models
Regional
Hotels
30. Publisher Communication
Cultural
Less
Differences
Face-to-
Face
Language
Issues
Time
Differences
Local
Knowledge
Publisher Communication
31. Revised Campaign Materials
Some of the changes we’ve made to ensure good communication:
– New translated publisher information pages;
– Newly commissioned IHG branded creative;
– Hotel database updated and translated for publisher download;
– Deeplink URL generators;
– Translated newsletters/emails..
33. Meeting Publisher’s Needs
Country Cultural
Specifics needs
Publisher Market
Needs Trends
Industry
Trends
34. Keeping up-to-date
• Understanding and being aware of each market is vital to success.
– Local CJ Manager inputs on country trends, creative requirements &
bespoke opportunities within publisher base;
– Local IHG Performance Marketing manager forms relationships with
local publishers and can negotiate deals;
– UK & US IHG Performance Marketing Managers can open
promotional campaigns out to Europe through translated and locally
relevant materials.
– Maintain a presence on A4U and approach potential affiliate partners
via system.
36. Fresh & Innovative Programs
Affiliate Offers
• Hotels/ Rooms with 11 different Marriott brands
Commissions on completed stays
• ShopMarriott Products
Commissions on online purchases
Affiliate Tools
• Variety of creative and advanced links
• Data feeds, Deep links, Custom links
• Deals and specials
Communication
Constant updates with tips & tricks
37. What’s Next?
Global Expansion – Things to consider
• Market potential
• How developed is eCommerce in this market/ country
• Existing affiliate industry
• Awareness of your products/ services/ brand
• Local representation/ Language constraints
• Choosing the right affiliate network
• Technical and cost considerations
38. Where are we now?
• Within Europe;
– 270+ publishers signed up in Europe;
– Fully integrated, locally managed, regional campaigns running in
France, Germany, Italy and Spain;
– 33% increase in European affiliate revenue since start of European
expansion;
– Ongoing recruitment drive, reviewed on a quarterly basis in place to
grow European publisher base organically.
• Globally;
– 28% YOY Growth in March Gross Revenue
