why affiliates should dominate local marketing
DESCRIPTION
Local Marketing is projected to be a multi-billion dollar niche. This session will show how innovative affiliates can take advantage of opportunities in this niche in ways that no other channel can.Experience level: Intermediate, AdvancedTarget audience: Affiliates/PublishersNiche/vertical: LocalAngel Djambazov, OPM, Custom Tailored Marketing (Twitter @djambazov)TRANSCRIPT
Why Affiliates Should Dominate Local Marketing
Angel Djambazov, OPM, Custom Tailored Marketing
Brief Speaker Introduction
Current and Past Clients include: KEEN Footwear, Vitamin Angels, SPUD Organics, MedicalRecords.com, Jones Soda, Intelius, Real Networks, Chrome Bags, Bag Borrow or Steal, and Onlineshoes.
Awards: Affiliate Manager of the Year (2007) and (2009) from Affiliate Summit
Affiliate Advocate of the Year (2010) from Affiliate Summit
Voted Top 100 Most Influential Marketers Online 2010
Publications:
I am Co-Publisher and Managing Editor for Revenews.com an AdAge Top 150 marketing news site.
Why Local?
Why Local?
“Growth in Local Advertising will be fueled mostly by small businesses ditching the Yellow Pages and local newspapers.” -
Local is a Social Movement
Local is a Social Movement
From To
In 2010 Facebook spent a lot on Local, first launching its platform Places followed by Deals with 20,000 small business participating.
In December, 2010 Groupon’s current estimated value is $4.8 Billion yet they turned down a $6 Billion buyout offer from Google.
What does Facebook and Groupon Know that You Don’t?
Ask yourself, why is Google willing to pay $6 Billion for Groupon for a market that is only estimated to hit $16.1 Billion in 2011?
What does Facebook and Groupon Know that You Don’t?
Ask yourself, why is Google willing to pay $6 Billion for Groupon for a market that is only estimated to hit $16.1 Billion in 2011?
What does Facebook and Groupon Know that You Don’t?
Because of the huge $100+ Billion growth potential.
Ultimately Facebook Deals and Groupon are ventures focusing on offers and coupons.
Something Affiliate Marketers have been doing since at least 1996.
What does Facebook and Groupon Know that You Don’t?
““There's definitely a $100 billion dollar There's definitely a $100 billion dollar hyper-local ad market. But the right way hyper-local ad market. But the right way to see it is there are thousands of to see it is there are thousands of $15,000 local ad markets.” $15,000 local ad markets.” – Ad Age interview with – Ad Age interview with
Infectious Greed blogger Paul KedroskyInfectious Greed blogger Paul Kedrosky
The Challenge in Local is Scale
Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
1) Be Active: Join the Chamber of Commerce
2) Support local events, groups, and teams
3) Find small businesses with interesting stories and products
4) Learn the “hidden gems” travelers and visitors would be interested in
Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
1) Be Active: Join the Chamber of Commerce
2) Support local events, groups, charities, and teams
3) Find small businesses with interesting stories and products
4) Learn the “hidden gems” travelers and visitors would be interested in
Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
1) Be Active: Join the Chamber of Commerce
2) Support local events, groups, charities, and teams
3) Find small businesses with interesting stories and products
4) Learn the “hidden gems” travelers and visitors would be interested in
Ways Affiliates Can Tap Into Hyper-Local Markets: Know Your Community
1) Be Active: Join the Chamber of Commerce
2) Support local events, groups, charities, and teams
3) Find small businesses with interesting stories and products
4) Learn the “hidden gems” travelers and visitors would be interested in
Think Outside the Box
Don’t just think of “Local” or “Community” in terms of “Cities” or “Neighborhoods”.
Community can be found anywhere people gather based on common interest like: Culture, Sports, Heritage, or just to be Social.
Think Outside the Box
The following Merchants have all built successful Affiliate Models out of Communities:
Find underserved niches they missed.
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
According to the New York Times, 3 Billion coupons were redeemed in the U.S. in 2010. But only 10% of those were redeemed online.
What this means is that shoppers are still looking to traditional media for savings.
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
1) Find big box stores with local franchises and promote coupons to their consumers
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
1 Victoria’s Secret
2 Amazon
3 Dominos
4 Kohls
5 JC Penny
6 Macys
7 Papa Johns
8 Bath & Body Works
9 Best Buy
10 Barnes & Noble
Top 10 Retailers by Coupon Search Volume
1) Find big box stores with local franchises and promote coupons to their consumers
2) Focus on Advertisers who adopt coupon best practices
3) Help Local business adopt offline and online options
4) SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
1) Find big box stores with local franchises and promote coupons to their consumers
2) Focus on Advertisers who adopt coupon best practices
3) Help Local business adopt offline and online options: Loyalty programs, printable coupons, event-based offers
4) SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
1) Find big box stores with local franchises and promote coupons to their consumers
2) Focus on Advertisers who adopt coupon best practices
3) Help Local business adopt offline and online options: Loyalty programs, printable coupons, event-based offers
4) SMS codes, Barcodes, QR Codes: Mobile is the future of Local Coupons
Ways Affiliates Can Tap Into Hyper-Local Markets: Coupons
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
Source: Compete 2/1 n=1245; Harris Interactive 2009 n=1,912; Placecast
51 % of consumers use their mobile phones for in-store activities, such as obtaining product information, comparison shopping and finding relevant coupons.
Mobile Offer Type Product Type
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
1) Don’t forget marketing basics: test your creative, develop an analytics baseline
2) SMS coupons are a good place to start
3) Become friendly with the Redlaser SDK
4) Understand the power of QR Codes
5) Consider developing a useful mobile app
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
1) Don’t forget marketing basics: test your creative, develop an analytics baseline
2) SMS coupons are a good place to start
3) Become friendly with the Redlaser SDK
4) Understand the power of QR Codes
5) Consider developing a useful mobile app
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
1) Don’t forget marketing basics: test your creative, develop an analytics baseline
2) SMS coupons are a good place to start
3) Become friendly with the Redlaser SDK
4) Understand the power of QR Codes
5) Consider developing a useful mobile app
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
1) Don’t forget marketing basics: test your creative, develop an analytics baseline
2) SMS coupons are a good place to start
3) Become friendly with the Redlaser SDK
4) Understand the power of QR Codes
5) Consider developing a useful mobile app
Ways Affiliates Can Tap Into Hyper-Local Markets: Mobile Coupons
1) Don’t forget marketing basics: test your creative, develop an analytics baseline
2) SMS coupons are a good place to start
3) Become friendly with the Redlaser SDK
4) Understand the power of QR Codes
5) Consider developing a useful mobile app
Think Outside the Box
Mobile Coupon Example:
To build their VIP loyalty club, restaurant chain Village Inn started an SMS campaign offering users the chance to redeem one free entrée with their purchase of another entrée.
113 % of the offers were redeemed (offer was passed on to friends beyond original pool) with 29.5% double opt-ins.
1) Don’t use Twitter, Facebook and other tools as dumping grounds for coupons
2) Provide expertise
3) Beyond simple reviews, share your experience and answer questions
4) Leverage engagement tools such as tagging to enrich content
Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
1) Don’t use Twitter, Facebook and other tools as dumping grounds for coupons
2) Provide expertise
3) Beyond simple reviews, share your experience and answer questions
4) Leverage engagement tools such as tagging to enrich content
Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
1) Don’t use Twitter, Facebook and other tools as dumping grounds for coupons
2) Provide expertise
3) Beyond simple reviews, share your experience and answer questions
4) Leverage engagement tools such as tagging to enrich content
Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
1) Don’t use Twitter, Facebook and other tools as dumping grounds for coupons
2) Provide expertise
3) Beyond simple reviews, share your experience and answer questions
4) Leverage engagement tools such as tagging to enrich content
Ways Affiliates Can Tap Into Hyper-Local Markets: Social Media
Think Outside the Box
Social Media Example:
Start a local hiking club. Create a Facebook group where members can discuss and interact. Create a Flickr page so members can upload photos. Foster discussions on local trails, safety, and equipment. Offer promotional products from national retailers and sponsorships / events to Local retailers.
1) Sponsor charity events your are genuinely passionate about
2) Offer fundraising for groups, teams, non-profits
3) Combine with Social Media tools like Foursquare check-ins to create buzz
4) Find ways to give back to the community through Merchant co-sponsored eventso-sponsored events
Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
1) Sponsor charity events your are genuinely passionate about
2) Offer fundraising for groups, teams, non-profits
3) Combine with Social Media tools like Foursquare check-ins to create buzz
4) Find ways to give back to the community through Merchant co-sponsored events
Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
1) Sponsor charity events your are genuinely passionate about
2) Offer fundraising for groups, teams, non-profits
3) Combine with Social Media tools like Foursquare check-ins to create buzz
4) Find ways to give back to the community through Merchant co-sponsored events
Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
1) Sponsor charity events your are genuinely passionate about
2) Offer fundraising for groups, teams, non-profits
3) Combine with Social Media tools like Foursquare check-ins to create buzz
4) Find ways to give back to the community through Merchant co-sponsored events
Ways Affiliates Can Tap Into Hyper-Local Markets: Cause Marketing
Think Outside the Box
Cause Marketing Examples:
At SXSW 2010, Foursquare teamed with Paypal and Microsoft to raise money for Haiti. 48hrs & 135,000 check-ins later the donation match goal of $15,000 was hit.
New England grocer Hannaford used a points program in its 171 stores to raise money in support of local farmers.
Affiliates Who are Out Front in Local
But Wait There’s More!
1) Master Datafeeds
2) Research Behavioral Targeting
3) Master Analytics (Social, Mobile, Web)
4) Consider Virtual Goods
5) Consider Immersive Realities
And Finally…
Affiliates have a lot of opportunity in Local. All it takes is community involvement, a little creativity and the desire to dream big…
