SlideShare a Scribd company logo
Persuasion and Negotiation
in the Affiliate Marketplace
Shaughn O’Neill
Strategic Account Manager / Publisher Development Manager
AffiliateManager.com
@soneill06
Summary
● Success Stories
● Tactics We Use
● Takeaways
○ Affiliates
○ Merchants
○ Agencies
Success Stories
Pursue Non-Traditional Affiliate Arrangements
● Players: Menfluential Media and
Sunglass Warehouse
● Publisher accustomed to doing paid
placement marketing
● Convinced publisher and client of a
hybrid approach--20% less up front and
double our average commission
● Ran the numbers to determine what it
would take to get them to break even
● Deal was signed and placement (banner,
blogpost, and email blasts) went live
Convince Reluctant Affiliate Base to Test
● Essential oils client
● Due to product mix
(cannabis-based oils), traction for
client was slower than average
● Found pet blogger/product
reviewer
○ Affiliate outreach focused on products
related to pets
● Affiliate saw benefits, posted
review, and became lifelong
customer
Craft Traditional Deal Site Placement
● Slickdeals placement-Sunglass
Warehouse
● Negotiated with client and affiliate to
find right deal (% off category)
● Free test turned into a huge success
○ One-day sponsored (paid)
placement saw second sales
bump
● Testing off-season was even more
successful
Be competitive with Amazon
● Afrotechmods.com (and
associated YouTube site)--site
for maker community
● Joined Arrow.com program
through AffMgr Biz Dev Manager
● Base commission rate is lower
than other brands and Amazon
● We offered to match Amazon in
exchange for placement; Affiliate
accepted and tested link on
homepage (displacing AdSense)
Tactics
Persistence
● Determine soft no’s from hard no’s
● Work around or through roadblocks
● Keep trying until you get an answer!
Being Data-Driven
● Placement trackers
● Historical expectations
● Break-even or ROAS models
● Year-over-Year or Month-over-Month
goals
Flexibility
● Hybrid payment model
● CPA vs. CPM vs. CPC
● Trial request--asking for a time frame
The Right Fit for the Right Brand
● Demographic focus
● Deal-centricity
● B2B versus B2C
Using spend/budget responsibly
● Controlling marketing spend for
rev-share clients
● Obtaining a budget when we don’t
control marketing spend
Takeaways
Takeaways for Affiliates
● Merchants can be open to testing alternative models of revenue generation in
the affiliate channel:
○ Awareness for popularity of flat-fee placements is high
○ Be open to suggesting mixed/hybrid models
● Utilize the in-network placement marketplaces.
● Find savvy in-house program managers and agency partners.
Takeaways for Merchants
● Just like for affiliates, awareness that CPA is not the only way to do affiliate
anymore is crucial.
● Bloggers and content site owners are finding they are doing better via other
means and are less open to CPA-only trials.
● Maintaining a healthy affiliate program (high conversion rate and commission
rate, resulting in a high EPC) will help keep you competitive.
Takeaways for Agencies
● Due to our unique position in the marketplace, we are (or should be) very
responsive to what we’re hearing from affiliates and merchants.
○ Connecting the right client to the right affiliate(s) is why we’re hired to do what we do.
● Convincing both parties of a win-win deal is as crucial now as ever.
● Knowing where you can push is the biggest part.
Thank You!

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Persuasion and Negotiation in the Affiliate Marketplace

  • 1. Persuasion and Negotiation in the Affiliate Marketplace Shaughn O’Neill Strategic Account Manager / Publisher Development Manager AffiliateManager.com @soneill06
  • 2. Summary ● Success Stories ● Tactics We Use ● Takeaways ○ Affiliates ○ Merchants ○ Agencies
  • 4. Pursue Non-Traditional Affiliate Arrangements ● Players: Menfluential Media and Sunglass Warehouse ● Publisher accustomed to doing paid placement marketing ● Convinced publisher and client of a hybrid approach--20% less up front and double our average commission ● Ran the numbers to determine what it would take to get them to break even ● Deal was signed and placement (banner, blogpost, and email blasts) went live
  • 5. Convince Reluctant Affiliate Base to Test ● Essential oils client ● Due to product mix (cannabis-based oils), traction for client was slower than average ● Found pet blogger/product reviewer ○ Affiliate outreach focused on products related to pets ● Affiliate saw benefits, posted review, and became lifelong customer
  • 6. Craft Traditional Deal Site Placement ● Slickdeals placement-Sunglass Warehouse ● Negotiated with client and affiliate to find right deal (% off category) ● Free test turned into a huge success ○ One-day sponsored (paid) placement saw second sales bump ● Testing off-season was even more successful
  • 7. Be competitive with Amazon ● Afrotechmods.com (and associated YouTube site)--site for maker community ● Joined Arrow.com program through AffMgr Biz Dev Manager ● Base commission rate is lower than other brands and Amazon ● We offered to match Amazon in exchange for placement; Affiliate accepted and tested link on homepage (displacing AdSense)
  • 9. Persistence ● Determine soft no’s from hard no’s ● Work around or through roadblocks ● Keep trying until you get an answer!
  • 10. Being Data-Driven ● Placement trackers ● Historical expectations ● Break-even or ROAS models ● Year-over-Year or Month-over-Month goals
  • 11. Flexibility ● Hybrid payment model ● CPA vs. CPM vs. CPC ● Trial request--asking for a time frame
  • 12. The Right Fit for the Right Brand ● Demographic focus ● Deal-centricity ● B2B versus B2C
  • 13. Using spend/budget responsibly ● Controlling marketing spend for rev-share clients ● Obtaining a budget when we don’t control marketing spend
  • 15. Takeaways for Affiliates ● Merchants can be open to testing alternative models of revenue generation in the affiliate channel: ○ Awareness for popularity of flat-fee placements is high ○ Be open to suggesting mixed/hybrid models ● Utilize the in-network placement marketplaces. ● Find savvy in-house program managers and agency partners.
  • 16. Takeaways for Merchants ● Just like for affiliates, awareness that CPA is not the only way to do affiliate anymore is crucial. ● Bloggers and content site owners are finding they are doing better via other means and are less open to CPA-only trials. ● Maintaining a healthy affiliate program (high conversion rate and commission rate, resulting in a high EPC) will help keep you competitive.
  • 17. Takeaways for Agencies ● Due to our unique position in the marketplace, we are (or should be) very responsive to what we’re hearing from affiliates and merchants. ○ Connecting the right client to the right affiliate(s) is why we’re hired to do what we do. ● Convincing both parties of a win-win deal is as crucial now as ever. ● Knowing where you can push is the biggest part.