finding the golden nuggets in mature affiliate programs
DESCRIPTION
This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Find the “golden nuggets” of growth opportunity using data available only with mature affiliate programs. See 10 actual examples in this sequel to “Growing a Mature Affiliate Program.”TRANSCRIPT
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Finding the Golden Nuggets in Mature Affiliate
ProgramsAffiliate Summit West 2014
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John LoBrutto - Merchant◦1&1 Internet
Rick Gardiner - OPM◦iAffiliate Management
Mike Allen - Affiliate◦Shopping-Bargains.com
Jeannine Crooks - Network◦Affiliate Window
Our Panel
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Presented “Growing a Mature Affiliate Program” at ASE13
Give me your card if you’d like a copy of the slide deck
Top-level review of those ideasDiving deeper into 10 of those ideas today
The Sequel
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Make it like newStart with a full review of metrics Identify channels & trendsManage your program like Art!Develop a Business Plan/Sales Plan
John LoBrutto Recommendations
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Expect churn and optimize your publishers
Make your program funShake things up on purposeDevelop Out-of-Box ideas
John LoBrutto Recommendations
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Compare New vs. Old tactics and data
Conduct a publisher audit to know your affiliates better
Examine partner segmentation in multiple ways
Conduct a SWOT Program Analysis & Review
Rick Gardiner Recommendations
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Complete a Competitive Analysis & Review
Explore Cross-Merchant promotion
Network expansionTaking Partners direct
Rick Gardiner Recommendations
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Adopt “Old Faithful” MethodsCreate an open-door policyEstablish personal relationships
Give tailored contentOffer commission enhancements
Mike Allen Recommendations
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Banish “Loser” IrritationsMissing or erroneous program information
One-size-fits-all incentivesIgnorant requestsBemoaning “lack of performance”
Comparing all sites to industry “whales”
Mike Allen Recommendations
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Customize “Carrots” of MotivationLong term personal relationshipsProviding special affiliate tools, like trackable coupon codes
Trust that is reciprocatedTailored content that is truly exclusive
Mike Allen Recommendations
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The Role of the NetworkBe a partner to both merchants and affiliates
Remove Road blocksKeep merchants aware of new affiliates and trends
Jeannine Crooks Recommendations
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Develop new technologies meeting both merchant and affiliate needs
Search for beneficial merchant-affiliate opportunities
Identify synergies with other merchants
Jeannine Crooks Recommendations
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Finding the Golden Nuggets in your Affiliate
ProgramJohn Lobrutto
Affiliate Summit West2014
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BioJohn P. LoBrutto
Sales Manager
Technology Director
US Sales Director
Head of Global Distribution
Director Business Development Director Affiliate PartnershipsNorth America
President
Airport Manager
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Act like you are new to the program
Think how you can change your perspective
Develop a Business Plan or Sales Plan
Get out of the grind and look at things fresh
Refresh your view S
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Review the metrics Overall program performanceCommission review (is it working & competitive)Competitor Analysis (who is gaining Market)Are you competitive? (incentives/ creative/ tools)Program reviews (have networks pull GAP reports)Demographic changesReview creative strategyAsk your pubs!!!!Find the “Golden Nuggets”
(small opportunities in big numbers)
Looking for Gold
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Business Plan/ Sales Plans
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
Author the Plan!
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Stay ahead of the Churn
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 as you optimize
Keep Digging
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1Look at New Markets
Nugget 1: Probe for International Activity
Expand your reach to encompass international markets.Funneled international traffic into your US site Identify US publishers that can expand your reach into CA & MXLeverage publishers in Spain for a MX program Leverage publishers in UK for .com and .ca programsCreate .com as international hub under one programBe bold and start something new!
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2Gather Intelligence
Nugget 2: Leverage Everything
Take risk and develop a Worst to First
◦ Looking through verticals, find a publishers in your demographic.
◦ If there is no traction but potential to optimize - take a risk! ◦ Identify high click or high conversion publishers as targets◦ Discuss a partnership with investment in their model
Try a targeted sales approach
◦ one product spikes with a publisher but at low volumeAsk top partners for their competitors
◦ Leverage the competition between rivals◦ Walk in with a competitive offer for immediate performance
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3Break a Barrier
Nugget 3: Do a Can’t Do!
Go back to that “Can’t Do” List and break a barrierRe-canvass for publishers that can now be optimizedRegroup targeted publishers and launch the new programCreate a Loyalty Program
◦ Develop a loyalty strategy using percent commissions◦ Review placement and partnership opportunities◦ Re-launch merchant program with new terms for this group
Use Coupons & Special Affiliate promotionsAdd a Product FeedDevelop a new long tail incentive program
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3 Nuggets of Growing a Mature Affiliate
ProgramRick Gardiner
Affiliate Summit West2014
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What kinds of affiliates are most successful in my program?
What risk and/or exposure do I have?
How can I get more performance out of my existing partners?
What is the data telling me?◦Month over Month◦Quarterly
Understanding your program
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By Status◦ Active, Inactive, Sales, Performer
By Category & Sub-Category◦ Blogger, Coupon, Deal Curation,
Loyalty, Review, etc.
By Traffic Source◦ Display, Email, Organic, SEM,
Social, Video, etc.
Partner Segmentation
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Partner Segmentation
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What are my competitors doing that I’m not?
Who are my competitors’ top affiliates?
What opportunities am I missing out on?
Competitive Analysis & Review
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Competitive Analysis & Review
Competitive Analysis
Me Competitor A Competitor B Competitor C
Default Commission
30% 18%100% of first
month subscription
8%
Referral Period
120 Days 45 Days 120 Days 45 Days
Coupons Yes No No Yes
Paid Search Policy
Restricted Closed Open Open
Special Program
TermsYes No Yes Yes
Network(s) Affiliate Window Shareasale CJ & In-house Linkshare
Network Performance
$.84 EPCTop 100 Power
Rank4-Bar Advertiser $.01 EPC
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Competitive Analysis & Review
Loyalty Analysis
Default Comm.
Me30% 10% 20% N/A 10% 15% N/A 30%
Competitor A18% 10% N/A 10% 10% N/A N/A 18%
Competitor B
100% of first month subscriptio
n
N/A N/A 50% N/A N/A N/A N/A
Competitor C8% N/A N/A 5% N/A N/A 5% N/A
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Creating a Plan What is my revenue goal for the year?
Identify 3 epic wins/failures that we can learn from for the coming year?
What is my marketing budget for affiliate?
What resources do I need to be successful this year?
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Creating your Plan
Affiliate Marketing Plan and Promotional Calendar
November December January February MarchFocus Activation Activation Recruitment Recruitment Recruitment
EventsThanksgiving, Black Friday,
Cyber Monday Christmas, New Years Eve Vacations & New Year Promos Valentines Day NCAA March Madness
Marketing Development Funds $15,000 $20,000 $10,000 $10,000 $10,000
Affiliate Promotion
Show us where you’re promoting our brand, earn a
bonus.
Year End Contest: Most Sales in Dec., Best
Conversion Rate, 2014 MVP Affiliate.
New Affiliates Earn a $10 bonus on each of your first 25
sales in Jan. Up to $250.
Show us where you’re promoting our brand, earn
a bonus. Increase your Conversion
Rate 2.5% Bonus Incentive.
Standard Coupon Offer 50% Off 50% Off 10% Off N/A 10% Off Site Wide
Premium Coupon Offer 60% off BF/CM50% Off - New Computer
Promo $10 off any order of $100+30% Off - Product
Promotion30% Off - Product
Promotion
Creative Refresh Yes Yes Yes No Yes
Newsletter CommunicationBlack Friday/Cyber Monday
Deals
Software Essentials for your new Computer or
DeviceStay protected in 2014 with
XYZ ProductAffiliate Activation
Newsletter
March Madness / Stay Protected- spring break
travel
Recruitment 25 25 TBD TBD TBD
Activation % 12% 15% TBD TBD TBD
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Summary Nugget #1: Take the plunge. Understand the
moving pieces of your affiliate program and how each affect performance.
Nugget #2: Know thy competition. Dig into their affiliate program and discover how they are innovating.
Nugget #3: Create and work your plan. A month-by-month roadmap keeps you accountable and identify what resources you need to grow revenue.
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Rick Gardiner, iAffiliate Management +1.612.216.1833 [email protected] linkedin.com/in/rickgardiner
Questions?
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Finding the Golden Nuggets in Mature Affiliate Programs
Affiliate Summit West 2014
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Snap, Crackle & Pop
Gnomic elves resembling brothers
Names are an onomatopoeia
First appeared on packaging in 1933
“Snap” (baker’s hat) is older brother problem solver
“Crackle” (stocking hat) is unsure “middle child”
“Pop” (military marching band hat) is mischievous youngster
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Snap, Crackle & Pop with Success!
SNAPin some affiliate-
friendly technology
CRACKLEwith exclusive attention for your best affiliates
POPinto new markets via
creative affiliates
(problem solver) (unsure “middle child”) (mischievous youngster)
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Snap in Affiliate-Friendly Technology…Use advanced tools
Clearly define & enforce termsGet professional help
Network tools, VPNs, 3rd party servicesListen to your affiliatesRoot out fraud (seriously)
Remove leaks / improve conversionsImprove landing pages
SiteTuners, split testing, responsive design, etc.Trackable coupon codes
Social media, print, t-shirts, billboards, even airplane banners!
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Snap in Affiliate-Friendly Technology…Use advanced tools
Clearly define & enforce termsGet professional help
Network tools, VPNs, 3rd party servicesListen to your affiliatesRoot out fraud (seriously)
Remove leaks / improve conversionsImprove landing pages
SiteTuners, split testing, responsive design, etc.Trackable coupon codes
Social media, print, t-shirts, billboards, even airplane banners!
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Crackle with Exclusive Attention…
You are a powerful insider!Larger margins (usually)The branded product
Give and it shall be given unto you
Data, resources, marketing schedules Give more details, extra photos, enhanced
data
Special editions / custom productsReward good works
Not just money but access, exclusivity, status, prizes
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Crackle with Exclusive Attention…
You are a powerful insider!Larger margins (usually)The branded product
Give and it shall be given unto youData, resources, marketing
schedulesGive more details, extra photos, enhanced
dataSpecial editions / custom productsReward good works
Not just money but access, exclusivity, status, prizes, time with you
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Pop into New Markets…
Bundling & co-brandingStrategic partnershipsJoint marketing
Niche audiencesProducts used in unintended ways
Duct tape, super glue, latex, even the Internet
Outside your reach / abilityInternational, political, religious,
ethnic, social
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Pop into New Markets…
Bundling & co-brandingStrategic partnershipsJoint marketing
Niche audiencesProducts used in unintended ways
Duct tape, super glue, latex, even the Internet
Outside your reach / abilityInternational, political, religious,
ethnic, social
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Snap, Crackle & Pop with Success!
SNAPin some affiliate-
friendly technology
CRACKLEwith exclusive attention for your best affiliates
POPinto new markets via
creative affiliates
(problem solver) (unsure “middle child”) (mischievous youngster)
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Mike Allen | Shopping-Bargains® / Businesswright Consulting
[email protected] Twitter: @mta1 / @istudybusiness
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Learn the interfaceAll the reportsAll the recruiting toolsJoin as an affiliate to check out your competition
Follow the blog, Facebook page, Twitter stream
Leverage research
Partner with Your Network
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Develop a relationship with your Account Rep/ManagerAsk for strong performer recommendations
Request new tools or reports
Be the Squeaky Wheel!
Partner with Your Network
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Jeannine Crooks, Senior Account Manager
@Jeannine_Crooks410-302-8592www.AffiliateWindow.com
Contact Info
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John LoBrutto◦[email protected]
Rick Gardiner◦[email protected]
Mike Allen◦[email protected]
Jeannine Crooks◦[email protected]
Questions