revshare management principles: growth through balance
TRANSCRIPT
REV SHARE MANAGEMENT PRINCIPLES: GROWTH THROUGH BALANCE
GREG HOFFMANPRESIDENT & CEO
www.apogeeagency.co
m
REV SHARE MANAGEMENT PRINCIPLES: GROWTH THROUGH BALANCE
•FINDING THE RIGHT AFFILIATES•CREATING THE STRUCTURE AND RULES•COMMUNICATING OFTEN WITH AFFILIATES•MERCHANT COOPERATION AND UNDERSTANDING
FINDING THE RIGHT AFFILIATESAN EXAMPLE:UNMANAGED, SET TO AUTO-APPROVE, SIX MONTHS ON THE NETWORK
BEFORE• NO TERMS OF SERVICE• 683 AFFILIATES• 138 AFFILIATES ACTIVE WITH
CLICKS• 50 ACTIVE WITH SALES• NO RULES, NO COMMUNICATION• WRONG AFFILIATES ACTIVE
AFTER• SET TERMS OF SERVICE• REMOVED 45 AFFILIATES ACTIVE
WITH SALES• REMOVED 307 AFFILIATES IN TOTAL• RECRUITED 67 NEW AFFILIATES
WHY WERE 307 AFFILIATES THE “WRONG” AFFILIATES?
• LOWER COMMISSION• CLEAN LANDING PAGES• ADVANCED ATTRIBUTION RULES• LIMITED PAID SEARCH CAPABILITY
• ADS MUST BE APPROVED• NOT JUST TRADEMARK• MUST REINVEST PROFIT• MUST FOLLOW MERCHANT
REQUESTS
BECAUSE PAID SEARCH & COUPONS WERE 96% OF SALESBUT WE ONLY WORK WITH A SMALL, TRUSTED NUMBER OF
CORPORATE TYPESCOUPON & LOYALTY PAID SEARCH
OTHER COUPON SITES LIST FAKE CODES, LIST COMPETITOR CODES, AND STUFF COOKIES
OTHERS BID ON BRAND OR TOP PRODUCTS ONLY, NEVER REINVEST IN LONG TAIL, AND HAVE LOW VOLUME OVERALL
THEY MUST OBEY: THEY MUST OBEY:
CREATING THE STRUCTURE AND RULESEACH PROGRAM NEEDS TO BE COMPETITIVE AND AFFILIATE-FRIENDLY
DIFFERENT MODELS, DIFFERENT COMMISSION
LEVELS
• COUPON CLOSES FOR CONTENT• SPLIT: CONTENT COMMISSION REDUCED BY
COUPON COMMISSION
• LOYALTY CLOSES FOR CONTENT• SPLIT: EACH RECEIVES 50% OF STANDARD
COMMISSION
• SHOPPING CART ABANDONMENT CLOSES FOR CONTENT• SPLIT: EACH RECIEVES 50% OF STANDARD
COMMISSION
TERMS OF SERVICE AND RULES NEED TO BE SPELLED OUT AND
ENFORCED DAILY
MERCHANT NEVER PAYS MORE THAN PROGRAM DEFAULT
LESS THAN 20% OF TRANSACTIONS AFFECTED, BUT A HUGE BOOST IN CONFIDENCE AND CONVERSION FOR CONTENT AFFILIATES
ATTRIBUTION RULES EXPLAINED
COMMUNICATING WITH AFFILIATESIT’S ALL ABOUT TRANSPARENCY
• DISCUSS PROBLEMS IMMEDIATELY• FACEBOOK GROUPS, NEWSLETTERS, PRIVATE MESSAGES, EMAIL,
CARRIER PIGEON
• BE HONEST• TRUST GOES BOTH WAYS
• MAKE NEWSLETTERS HELPFUL• GIVE THEM SOMETHING TO DO OR THEY WILL START IGNORING YOU
• BE OPEN TO WHATEVER PLATFORMS AFFILIATES USE• AGAIN, CARRIER PIGEONS, IF YOU HAVE AFFILIATES THAT USE THEM
• PROVIDE TOOLS AND TELL AFFILIATES• BANNERS, CODES, ADVANCED TOOLS – THEY CAN’T USE THEM IF
THEY DON’T KNOW ABOUT THEM
The message must get through!
MERCHANT COOPERATION AND UNDERSTANDINGTHE BEST PROGRAMS HAVE ENGAGED MERCHANTS - BETTER RELATIONSHIPS, BETTER RESULTS
WHAT WE EXPECT FROM MERCHANTS
• DATAFEED• DEALS• BANNERS• CONFERENCE ATTENDANCE• PRODUCT FOR REVIEWS• TESTING PAID PROMOTIONS, BONUS
TIERS, AND AGGRESSIVE IDEAS• ATTENTION
COOPERATION AND COMMUNICATION LEAD TO
UNDERSTANDING AND SUCCESS
RESULTS• HIGHER ORDERS AND SALES YEAR-
OVER-YEAR• STRONGER ROI AND LOWER COST
PER SALE• MORE AFFILIATES ACTIVE WITH
CLICKS• GREATER BALANCE BETWEEN
CONTENT AND CORPORATE AFFILIATES• STEADY FLOW OF NEW AFFILIATES
JOINING
• TEN YEAR OLD PROGRAM• GROWTH OF 177% FROM 2012 TO PRESENT• AVERAGE YEAR-OVER-YEAR GROWTH OF 30%
• 600 NEW AFFILIATES SINCE 2012• MORE SALES BONUSES PAID OUT THAN ANY
OTHER PROGRAM
A REAL APOGEE CLIENT THAT WE BURNED DOWN AND REBUILT WHEN THEY HIRED US
REV SHARE MANAGEMENT PRINCIPLES: GROWTH THROUGH BALANCE
•FINDING THE RIGHT AFFILIATES•CREATING THE STRUCTURE AND RULES•COMMUNICATING OFTEN WITH AFFILIATES•MERCHANT COOPERATION AND UNDERSTANDING
REV SHARE MANAGEMENT PRINCIPLES: GROWTH THROUGH BALANCE
GREG HOFFMANPRESIDENT & CEO
www.apogeeagency.co
m