securing buy-in for affiliate marketing budget - chris king/bt, chris bishop/house of fraser, martin
TRANSCRIPT
Securing Buy-in for your Affiliate Marketing budget
Chris King (Head of Affiliates Sales, BT)
Chris Bishop (Online Acquisition Manager, House of Fraser)
Daniel Powell (Head of Account Management, Commission Junction)
Securing Buy-in for your Affiliate Marketing budget
• How to win over your Sales Director
• …Marketing Director
• …Finance Director
• …Commercial Director
• …Brand Director
• It’s a Partnership
Sales Director
• Affiliates will deliver high sales volumes
• Paid on performance
• Long-term online sales objectives
• Virtual sales force (advocates)
• Search strategy optimisation
Sales Director• Brand Search sales strategy it’s all about the real
estate
PPC
Brand AffiliatesBrand
Affiliates
SEO
Sales Director• The HeinekenEffect (Credit Crunch)
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Sales V
olu
me >
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“All Rounders”
Brand
PPC
Cashback/Loyalty
Partnerships
The Affiliate Masses
SEO
Niche/Blogs/Web 2.0•Communications industry contract based customers. Not typical of all sectors
…well almost
Marketing Director
It’s FREE…
• Brand protection (defensive)• Product & channel offer awareness (Brand
PPC group)
Marketing Director
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Marketing Director• Product & channel offer awareness• Communication “voice of the customer”
• Product chooser (value add)
Marketing Director
• Online PR & news
Marketing Director
Finance Director
• COS• Low risk – CPA metric (performance)• Variable budget – allow to scale• It’s your space – it’s metrics not marketing• Credit Crunch
Commercial Director
• Sharp, driven sales force• Competitive edge• Heighten peaks, soften troughs• Clear the decks... Volume sale buys!
Brand Director
• Changing worlds – brand equity & coverage• It’s theirs to fall in love with, not yours to sell• Its either you or your competitors!!!• The Wild West Days are long gone!
Brand Director
• ASOS.com built a brand on AM• Agile positioning• Efficient an effective merchandising• Coverage...reach!
It’s a Partnership
• Relationships – long term
• Expertise
• Education
• Shared knowledge & learning
• Meet the Directors!
Thank you!
• Questions please...