the european agency client relationship - exposed! - micky khanna

The Agency / Client Relationship Exposed!

Micky Khanna (Existem AM) Kenneth Dayley (Crocs)

Contents Who are the presenters? Background to Agency appointment Deliverables Agency / Client / Joint Roles Challenges Successes / Lessons Learned The Stats… What Else Did We Learn? Q & A

The Presenters

Micky Khanna•Sales Director, Existem Affiliate Management

Kenneth Dayley•Global Online Business Development Manager, Crocs Inc

Runa Reno•International Account

Manager, Existem Affiliate Management

Background to Appointment• Crocs is a global organisation • Affiliate Programme was live in UK, DE, FR, NL, ES, and IT• Single internal affiliate resource• Needed EU based programme management with localised knowledge of

each Territory • Networks unable to deliver a central solution

Deliverables• Local market support• Dedicated contact point• Broad knowledge of affiliate marketplaces• Communications programme

Client Role• Define requirements for agency • Define KPI’s and reporting parameters• Set contact frequency• Maintain site function / stock • Notify of client side issues• Provide marketing input / guidance

Agency Role• Discuss and agree client brief• Translate into a strategy • Implementation of marketing / product messages• Recruitment, maintenance and growth• Reporting and communication of KPI’s and results• To deliver affiliate expertise and local knowledge for each territory

Joint Roles• Agree feasible deliverables• Agree strategy • Adhere to any timetables• On-going communication process

Challenges• Language support for all markets

• Coordination of communication

• Relationships with distant affiliates

• Establishing common goals

Successes and Lessons Learned• 4 new territories launched SE, FL, AT, and EU (generic)• UK network migration (- Zanox to Awin) by Feb 11• Triple-Digit growth YonY in Sales• Order Volumes vs Sales revenues• Plans to roll out across PL, NO, and RU for 2011

• Challenging diversity of affiliates• Always a need for more!

The Stats…• Top Territories for Crocs:

• Date Ranges from Jan-May 2011 (first set of YonY Stats we have)

DE

FR

UK

NL

What Else Did We Learn?• Rapport is essential• Realistic goals are essential• Realistic measurements required• Professionalism and flexibility

Questions?

Thank You!