inside the minds of affiliates
DESCRIPTION
CPS affiliates discuss datafeeds, coupons, communication & incentives in a merchant’s affiliate program. Merchants and networks will learn how to engage and motivate affiliates.Experience level: IntermediateTarget audience: Merchants/AdvertisersNiche/vertical: Affiliate MentalityGreg Hoffman, President, Greg Hoffman Consulting (Twitter @akagorilla) (Moderator)Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)Eric Nagel, President, Eric Nagel & Associates, Inc (Twitter @esnagel)Kim Rowley, Founder, Key Internet Marketing, Inc. (Twitter @kimarketing)TRANSCRIPT
Affiliate Summit West 2011
Inside the Minds of Affiliates
Greg Hoffman, President, Greg Hoffman Consulting (@akagorilla)Tricia Meyer, Owner, Sunshine Rewards (@sunshinetricia)Eric Nagel, President, Eric Nagel & Associates, Inc. (@esnagel)Kim Rowley, Founder, Key Internet Marketing, Inc. (@kimarketing)
Program Management
• Benefits– They'll connect you with the right affiliates– They'll guide you on your way
• Warnings– Give them the authority they need to do their job
• Differences between outsourced & in-house program managers
• If you have an experienced, dedicated person vs. marketing person running affiliate program.
Program Management
• "These people need to be fired: Affiliate managers who do not respond to emails, who expire publishers without warning or explanation, who will not help a publisher with a problem concerning an advertiser, who treat publishers as second class citizens."
• "Affiliate managers rarely make any effort to respond to my problems, complaints or request for help."
• "It should be easier to reach affiliate managers or at least know who is managing programs before signing up."
Source: 2010 Affiliate Summit AffStat ReportUsed with Permission
Communications
First contact: Recruitment e-mail
• Know who we (the affiliates) are• Don't say, "your site"
– We have many of them• Make sure your product / service fits our niche• Don't sign, "the affiliate team"
First contact: Program Description
• If you mention average figures, make sure they're in line w/ the network
• However, they mean nothing to us.– One affiliate can skew them
• Why are you different from your competition?– Official / exclusive reseller of product X– Too many programs have identical products
You've been approved e-mail
• Contact information• Highlight non-standard terms
– Coupons– PPC
• Top-selling products• Seasonal trends
First sale e-mail
• Panel discussion
Be available
Types of communications with affiliates
• Email• Phone• Twitter• Facebook
– Don't add us to your Groups• Instant messenger
Newsletter Frequency
• Depends on the program.– If weekly coupons / specials, weekly e-mails– Don't send the same thing each week
Source: 2010 Affiliate Summit AffStat ReportUsed with Permission
When To Send A Newsletter
• Not on the 31st of the month, nor the 1st• Not Friday afternoon• Not 8:40pm on Cyber Monday, with your Cyber Monday
deal
Newsletters
• Include the program name, including in subject line– ex: "We are
Changing our Merchant Program"
• Include the network!• Include MY link, or a link
to the network's page where I can get links
• Over 20% of affiliates promote 50 or more programs
Source: 2010 Affiliate Summit AffStat ReportUsed with Permission
Newsletters
• "It's annoying when program managers spam my Inbox with useless stuff! I tend to ignore those that email me too often. On the other hand, I DO appreciate information that is actually useful to me and sent ONLY when it's actually warranted. Don't know the difference? Send me ONE email and ask me to subscribe if I want more."
Source: 2010 Affiliate Summit AffStat ReportUsed with Permission
What Works?
• Be generic!• Don't give out other affiliates' sites
Seasonal Trends
• We don't know your business like you know your business
Media Exposure
Specialty Categories
• Top sellers• Best sellers• Holiday Specials• Hot Deals• New Arrivals
Banners & Creative
• Text links– Homepage link!
• Banners– Popular sizes
• 468x60, 728x90, 250x300• See iab.net "Ad Unit Guidelines"
– Logo-only• Widgets• Video
Datafeeds
• Updated• Check the links before you upload the datafeed• Thumbnail & fullsize images• Understand what affiliates use datafeeds for
– Product search– Niche site
• Let the affiliates know about major changes
Coupons
• Exclusives, tracked back to the affiliate• Handed out ahead of time, not day-of• Understand your network's coupon feed system so your
coupons are included– Watch the dates– Make sure our exclusives are really exclusive.
Search restrictions
• Know what you're saying. Stating, "affiliates cannot use our brand name in your source code" is stupid.
• Would you rather have your affiliates bidding on your brand name, or your competition?
• Understand what TM, TM+ mean.• If you have rules, enforce them.
– Brand Verity
Rewards & incentives
• "Most sales" contests don't motivate niche-blog affiliates.
• Compete against last month, or year-over-year sales.
• Discussion on subjective (opinion-based) contests
• Personalized• Achievable
• Ask your affiliates what they want: cash, prizes (electronics, trips, t-shirts), increased commissions
• Don't make us ask for our bonsues.
"Run more Promotions, where you can earn a bonus if you reach a given goal."
Source: 2010 Affiliate Summit AffStat ReportUsed with Permission
Leaks
• Fix with PayPerCall• Live Chat• Links to other sites• AdSense
Your Affiliate Account
• Have your own, so you can see what affiliates see– 0% commission
Affiliate Summit West 2011
Inside the Minds of AffiliatesGreg Hoffman, President, Greg Hoffman Consulting
[email protected] Meyer, Owner, Sunshine Rewards
[email protected] Nagel, President, Eric Nagel & Associates, Inc.
[email protected] Rowley, Founder, Key Internet Marketing, Inc.
www.kimarketing.com