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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Mature affiliate programs require different strategies to achieve ever increasing goals. Learn some new ideas from some old pros to take a well-established program from great to even greater.
AA (Airport /Sales) Sabre (Tech Director – Travel) President Pencils Plus - Retail Travelocity ( Holiday Autos/ All Hotels) TripAlerts Started two global programs 1&1 – Introducing Affiliate Marketing to Mexico (Vorcu) Over 15 years sales professional / over 5 years managing affiliate program Little bit of experience in Travel, Retail and Tech – Big Three
Dead dinner guest qualities, apply to presentation theme
Show of hands (Program Managers/ 6 months/1 yr/3 yrs) How many complete and follow annual Business Plans? (get to that later) Get out of the grind/ look at it fresh Personal: Came to 1&1 (mature program) look at as the new guy Some things to do first
Conclusions Leave with a story or joke Announce 1&1 at Meet Market table 45 and Expo booth 802
Growing a Mature Affiliate Program
Affiliate Summit East
◦ 1&1 Internet
◦ iAffiliate Management
◦ Affiliate Window
US Sales Director
Head of Global Distribution
Director Business Development
Director Affiliate Partnerships
The dining with dead people question ?
OUT OF BOX
Act like you are new to the program
Think how you can change your
Develop a Business Plan or Sales Plan
Get out of the grind and look at things
Start with a full review of metrics
Overall program performance
Commission review (is it working & competitive)
Competitor Analysis (who is gaining Market)
Are you competitive? (incentives/ creative/ tools)
Program reviews (have networks pull GAP reports)
Review creative strategy
Talk to your product managers!!!!!!!!!!
Add Widgets and other new tools to sell
Ask your pubs!!!!
Golden nuggets (small opportunity in big numbers)
Find product specific publishers
Add coupons & promo codes
Use the Loyalty/Rewards channel whenever possible
Add your products to Employee Rewards sites
Is your Product feed working?
Sort through potential Lead Generation partners
New Markets – Latin America/ India (English speakers)
Identify new trends
Have you joined the Daily Deals trend?
Look at Retargeting campaigns
How about Internet Radio (new markets)
New ideas to find the next big things
New technologies to maximize optimization
Don’t get bogged down in the old ways!
Manage your program like Art!
Program management requires a talent in identifying all the
SEM has much quicker results, but a similar art
Analyze your ROI on Brand Identification too, not just the
time period of a placement.
Every publisher can be optimized, you need to find what
Really get to know your partners and their business
Clean up inactive publishers in you program, but try to get
them back first
Business Plan/ Sales Plans
How many develop and follow a plan?
How many develop strategies to support the plan?
Review everything! Outline everyone’s duties, responsibilities,
milestones, review KPIs!
Keep what works, but do not be afraid to take risks
Make a list of “Can’t do’s” and identify the cause or barrier
(corporate policy, network limitations, etc.)
Trust your plan, follow it, update
Churn & Optimize (No Secret)
25% of your active pubs will disappear each year
About 10% of your Top 20 pubs will drop off
Keep adding publishers (15 a month/ 3-4 a week)
Churn is part of our business, don’t think your performers will be
there, keep finding new ones
Pick up the “Golden Nuggets” all around you and optimize
How can we have fun!
Plan customer events
Plan team building events
Get to your Networks and meet face to face!
Be a great Account Manager and spoil your accounts!
Face time is important for sales, yet almost non-existent in our business,
find a way!
Shake things up on purpose
It might be time to add a new network or leave a network
Change duties and responsibilities of the team
Review your process and make sure it still works!
Develop Out of Box ideas
Talk to your competitors:
◦ Get to know your counterpart
◦ Share ideas, industry trends, get ideas
◦ Good for networking, good to get out of your box
Get an outside firm to propose improvements to your program
(Hint: take the good ideas)
Get your partners to think out of box too!
◦ 1&1’s new Mexico programs (rev-share model)
◦ Hats off to the OfficeMax - GoDaddy partnership!
Designated logos, trademarks and brands belong to their respective owners.
Data. Perhaps even BIG Data
Different Growth Tactics
Polling your affiliates
Identifying affiliate traffic
Identify new affiliate
◦ Inactive, Active, Sales, Performer
By Category & Sub-Category
◦ Blogger, Coupon, Deal Curation, Loyalty,
By Traffic Source
◦ Display, Email, Organic, SEM, Social,
Efficiencies vs. Inefficiencies
Alignment with business objectives
Terms & Conditions
Terms & Conditions
GOOD BETTER BEST
Adopt “old faithful”
Create open-door policy
Maintain trust - always
Give tailored content
◦ Vanity codes or exclusives
◦ Seasonal data and trends
◦ Unique information
◦ Industry news
Offer commission enhancements
◦ No terms specified
◦ No search guidelines
◦ No contact info
Lack of updates
◦ Stale offers and promotions
◦ Outdated imagery
◦ No deep links
◦ Broken affiliate links
◦ Invalid coupon codes
◦ Expired ads
Assuming it’s all about money
Ignorant requests (SEO/PPC, etc.)
◦ “No-index” page; change title tags
◦ Negative match unrelated campaigns
Dropping all coupon sites
Overselling their program
◦ Always expecting premium
◦ Pushing low performers
◦ Not enhancing poor landing pages
Bemoaning “lack of performance”
Insisting we add them
Comparing to industry “whales”
that span years
Trust that is reciprocated
Understanding our value
Bending rules when able
Tailored content that is
Creative incentives (not just money)
Trackable coupon codes
Providing special affiliate tools
GOOD BETTER BEST
Adopt “old faithful”