create - day 1 - 10:15 - "goliath and me: affiliate marketing in a crowded marketplace"

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AFFILIATE MARKETING IN A CROWDED MARKETPLACE

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YOUR SPEAKER» Sean Mahon » Affiliate Team Leader, Equator» @Equator_Aff - #PMILDN

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WHO’S THIS GUY?

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7+ YEARS MANAGING AFFILIATE CAMPAIGNS» Started in Schuh in 2008» First dedicated Affiliate Manager» Launched first affiliate programme at Urban Industry in

2011» Appointed affiliate manager at Equator in 2014

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WHO ARE EQUATOR?

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TOP 10UK INDEPENDENT DIGITAL AGENCY ON PERFORMANCE

15 YEARS OLDAND PASSIONATE ABOUT INNOVATION

130+IN-HOUSE DIGITAL EXPERTS

INSPIRATIONALSHORTLISTED IN SUNDAY TIMES BEST COMPANIES AWARD

GLA & NYC

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THE PLAN

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RAISE BRAND PROFILE & DRIVE CONVERSION» Tap into new audience » Offer an incentive to buy» Ensure onsite exposure and newsletter coverage

» Spend money to make money!» If you have a good offer, shout about it!

» Twitter, Newsletter, PMI forum» UGC sites like HUKD

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REWARDING LOYALTY» Partnering with top cashback sites to ensure

coverage» e.g. Quidco have a user base of 5mill+

» Can also target employee malls» e.g. NHS, local authorities

» Take the philanthropic approach» e.g. Easyfundrasing – ‘cashback’ for charities

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WE (HEART) CONTENT» Working with bloggers

» Reach out and start conversation» Incentivising reviews, features» Run competitions to engage

» E.g gift vouchers, giveaways» Work with your networks

» Find new opportunities

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DON’T ABANDON HOPE!» Onsite abandonment

» e.g. Ve Interactive» Dynamic display retargeting» Email retargeting» Optimise to reflect onsite offers» Highly customisable

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HINTS & TIPS

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WHAT WOULD AFFILIATES DO??» What makes your

programme stand out?» Why would affiliates

promote you?» What makes you

different from your competitors?

» Don’t treat affiliates as customers!

» If you haven’t already, set up your own affiliate account

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KEEP THE PROGRAMME ATTRACTIVE» Affiliate promotions and incentives» Competitive analysis» Keeping in touch

» email, phone, Skype, meetings» New and emerging affiliate technologies

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GET THE RIGHT AFFILIATE MIX» Review mix of affiliates to ensure it is healthy» Work towards a high ratio of active affiliates» Look for growth opportunities » Recruit affiliates to your programme

» Reach out personally

Your site

Content

Email

Price comparison

Vouchercode

Cashback /

incentive

Retargeting

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MANAGE THE DAY TO DAY» Process affiliate applications» Validate sales and leads» Maintain regular contact» Managing your networks and partners» Promoting programme

» email, social and forums

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THANK YOU!

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THANKS FOR YOUR TIME!» I’d love to hear from you!» sean.mahon@eqtr.com» @Equator_Aff