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WEBCON - How affiliate programs may help improving your brand equity
The document discusses how affiliate marketing can enhance brand equity by utilizing performance-based advertising where affiliates promote a merchant's products, receiving compensation for successful sales or actions. It emphasizes the importance of building relationships with affiliates to improve brand awareness, image, and performance, as well as the roles of different types of affiliates, such as superaffiliates and bloggers. Additionally, it highlights the significance of understanding affiliate motivations and managing these relationships to drive brand value creation and co-innovation.
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WEBCON - How affiliate programs may help improving your brand equity
- 1. How affiliate programsmay help improving your brand equity Céline Brandt, Ph.D
- 2. AffiliateMarketing • AffiliateMarketing is performance-based advertising • The affiliate promotes the merchant’s product/ service and get remuneration for every sale, visit or subscription • Pay-per-sale, pay-per-lead (newsletter sign-up), pay-per-call or pay-per-click • One of the most powerful customer acquisition tool • The merchant pays only when the results are there • Almost no research • Dealers or partners, who promote our brand, investing their own money to sell our products/services • Independent intermediary choose what affiliate programs to promote, what merchants to push more aggressively and on what merchants to spend less efforts • Preferential treatment for superaffiliates
- 3. Consumer-based brand equity(KL Keller) • BE: the differential response to the marketing of a product or a service that is only due to the brand • In short, when you have strong brand equity, your customers will buy more from you, they will accept to pay a price premium, they'll recommend you to other people, they're more loyal, and you're less likely to lose them to competitors.
- 4. Consumer-based brand equity(KL Keller)
- 5. Consumer-based brand equity(KL Keller) Knowledge Awareness Recall Recognition Familiarity AFFILIATE MKT Promotes the merchant’s product/service
- 6. How does affiliatemarketing contribute to the publisher’s brand salience? Encourage affiliates: push strategy: Special offers (top affiliates), commissions, e-mails, blogs, newsletters, contests Make them proud respect and trust Platform to reach and engage with new audiences (site + e-mails) Increase the availability of the brand for more familiarity Content displayed on affiliate sites: awareness-driving tool/ high quality enough in order not to erode the brand image
- 7. Examples of affiliates:focus on awareness Agreement with TradeTracker to provide some unique voucher codes to some affiliate in exchange of a permanent referral during a defined period Push strategy: Newsletter for the affiliates in the NL and for the CJ affiliates
- 8. Consumer-based brand equity(KL Keller) Image: primary characteristics and features; product reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and design; and price AFFILIATE MKT Leverage secondary associations Reputation building A different experience
- 9. How does affiliatemarketing contribute to the publisher’s brand performance and imagery? Leveraging secondary associations Reputation building (throughout the affiliates network) Design of an experience based on the affiliate’s consumer knowledge Invite pertinent affiliates in terms of image (snowballing effect)
- 10. Examples of affiliates:focus on image
- 11. How to profileaffiliates in term of image? Website Target Audience Promotional methods Marketing Focus Competitors promoted
- 12. Associations that couldimpact negatively the publisher’s brand image • Inapropriate content • Misuse of the trademark • Negative feedback • Incentive • Monitoring • Enforcement (coercive measures)
- 13. Consumer-based brand equity(KL Keller) Quality, credibility, relevance, superiority warmth, fun, excitement, security, social approval, and self-respect AFFILIATE MKT Brand defense Information sharing
- 14. Brand defense andinformation sharing – what drives the affiliate to enlarge their role? Brand defence: indicator of the quality of the relationship Information sharing: preference, experiences, discussions, problems 2 types of performances: technical and relational focus on the relational performance Drivers: Financial dependence of the affiliate Relational performance of the publisher Applications: Segmentation of the affiliate network
- 15. Examples of affiliates:focus on brand defence and information sharing
- 16. What would drivethe affiliates to enlarge their role? In a special edition of HBR on how to motivate people, Fryer wrote in her article called “Moving Mountains”: There is no trick to motivating others. It requires a clear, unbiased understanding of the situation at hand, deep insight into the vagaries of human nature at both individual and group levels, the establishment of appropriate and reasonable expectations and goals and the construction of a balanced set of tangible and intangible incentives Delegating Participating Selling Telling
- 17. Delegating Participating SellingTelling Superafiliates (generating significant volumes of sales) Skilled and experienced affiliates but insecured Capable affiliate but lack of education or confidence Affiliates has very low level of maturity External rewards Internal motivators Cash bonuses, tangible prizes Autonomy, prestige, sense of enjoyment 1 2
- 18. Consumer-based brand equity(KL Keller) Behavioral loyalty, brand love, sense of community, active engagement AFFILIATE MKT Facilitate Brand value creation Co-innovation Customer support
- 19. Brand value creationand co-innovation– what drives the affiliate to enlarge their role? The affiliate will facilitate the common research of new ideas Discussions on how to improve the experience Motivates visitors to take part to the value creation (creativity and ideas generation) Drivers: Creativity of the affiliate’s website open to role enlargement Community aspect open to role enlargement Drivers: Congruence between the publisher and the affiliate (complements) reinforce the affiliate’s image and increases the value of the content
- 20. Examples of affiliates:focus on brand value creation and co-innovation
- 21. What’s in forme? 1. Superaffiliates are vital at the beginning of the BE building process to create the awareness 2. For the next 3 steps, bloggers are as interresting as superafilliates as they offer image complementarity and they consider easily role extensions 3. From the affiliate side, financial dependence plays the strongest role in the acceptance of roles enlagement 4. From the merchand side, relational performance has to be the focus number one to motivate role enlargement 5. The higher in the pyramid, the more relationnal the merchand should be 6. Create a special structure to manage the relationship with bloggers 7. Identify the high potential affiliates based on financial dependence, congruence, creativity and community-orientation
- 22. Thank you foryour attention Q&A?
Editor's Notes
- #3 Very few research on the remuneration model, the basic role of the affiliate and the content of the contract
- #12 Website: what type of website does the affiliate operate? Target audience: what type of vistors does the affiliate predominantly target? Promotional methods: couponing, contest, cash back, product review,… Marketing focus: SEO, paid search, social media, Competitors promoted: which competitors does he promote image and which other affiliate to target in the recruitement efforts
- #13 Incentives (fixed purcentage, bonus program, contests, employee discount, additional money making opportunities) Monitoring (sales and commission s tracking for both partners Enforcement: bring the relationship back into realignment or coercive measures if abusive activities
- #18 Delegating: They are reponsible for decisions and implementation Participation: share ideas Selling: help them with the list of best sellers, the conversion rates, the keywords,..to facilitate their progress Telling: tell everything: where to place the links, which products to promote,… Other plan in mind that just financial return
- #19 Keller breaks resonance down into four categories: Behavioral loyalty: This includes regular, repeat purchases. Attitudinal attachment: Your customers love your brand or your product, and they see it as a special purchase. Sense of community: Your customers feel a sense of community with people associated with the brand, including other consumers and company representatives. Active engagement: This is the strongest example of brand loyalty. Customers are actively engaged with your brand, even when they are not purchasing it or consuming it. This could include joining a club related to the brand; participating in online chats, marketing rallies, or events; following your brand on social media; or taking part in other, outside activities.
- #22 (bloggers are as interresting as superafilliates) 4) if companies wants to know the market better or increase the number of brand protectors (dynamism, regular communication, prestige, autonomy,…) 5) start with a platform and evolve toward a direct relationship inside our outside the platform to enlarge their role 6) (high potential in terms of roel enlargement)