This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Performance events are happening higher in the funnel than the sale and lead activities that most affiliate marketers focus on. Learn the trickle down value of these early-funnel activities.

1. R E C O G N I Z I N G
P E R F O R M A N C E
H I G H E R I N
T H E F U N N E L
R A C H E L H O N O W A Y
C E O , F M T C
F R E S H P R E S S M E D I A I N F L U E N C E R M A R K E T P L A C E

2. THE “FUNNEL”

3. OUR OB S E SS I ON
WI T H “ A C TI ON”
CPAction
CPAcquisition
CPSale
CPLead
CPDownload
CPClick
CPImpression

4. OUR C R E ATI VI TY
WI T H “ D E CI SI ON”
Coupons
Deals
Free Shipping
Reviews/Testimonials
Comparison Charts
“…than the other guys”

5. THIS IS ALL I’VE GOT…

6. LESS FOCUS ON TOP =
LESS ACTION IN THE END

7. T Y P ES OF
A WARE NES S
Awareness of a Product
- I know that there are
products that meet my need
- I know this product meets
my need
Awareness of a Need
- I have a pain
- I have a desire

8. AWARENESS OF: MANSCAPING
… YEP, MANSCAPING
• Awareness of a need played a huge role in this multi-billion dollar industry.
• In the U.S. alone, men's grooming (or "manscaping," as it's often called) has
skyrocketed to a $4 billion industry; $1 billion of the sales chunk comes from hair
removal services and products. "More men are preferring a clean, polished look over
going au naturel,”…
– Inc.com: http://www.inc.com/vanna-le/why-the-billion-dollar-hair-removal-industry-is-
about-to-see-an-even-bigger-boom.html
• A survey conducted on behalf of the [P&G] found that nearly 80% of men use separate
razors for their face and anything below the neck.
– CNN Money: http://money.cnn.com/2014/01/24/investing/procter-gamble-gillette-
manscaping/

9. AWARENESS AFFECTS PERFORMANCE
• If you’re not aware that you need
manscaping, you’re not going to:
– Take any interest in this ad
– Decide that the offer is too good to
pass up
– Take action and make a purchase
• In other words – if you don’t have
awareness you don’t move through
the funnel

10. T Y P ES OF I NT E RES T
Interest in a Particular Kind of
Solution
- I am interested in products
that will…
- I am not interested in
products that…
- I am interested in a price
range of…
Interest in Meeting the Need
- I want to

11. INTEREST IN DIET AND EXERCISE
AWARENESS MAY EXIST… BUT…
• I know I need to lose weight
• I know I need to make healthier food
choices
• I know I should workout more
• I wish I was in better shape
• I wish I was healthier
• BUT – I am not interested in doing
anything about it
NO INTEREST = NO MOVEMENT
THROUGH THE FUNNEL

12. PERFORMANCE STARTS AT THE TOP
• Story telling
• Consumer experience
• News
• Events
• Trend reporting
• Disruption

13. B UI L D I NG
A WARE NES S &
I NT E RE ST
Video Views
Article Reads
Social Comments
( NOTE: T HE S E A R E
A L L T R ACK ABLE
A C T I ONS)

14. MAXIMIZE THE WHOLE FUNNEL
• Support the work that other
teams are doing higher in the
funnel
• Weasel your way into the top of
the funnel
• Create new opportunities for
existing partners
• Identify ways to work with new
partners

15. THANK
YOU!
R A C H E L @ F M T C . C O
@ R A C H E L H O N O W A Y