Securing Buy-In For Affiliate Marketing Budget - Chris King/BT, Chris Bishop/House of Fraser, Martin

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

Email

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!

Volume & PACE!

DKNY SALE robe sold out in 30mins!

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!

Brand Director

It’s a Partnership

• Relationships – long term

• Expertise

• Education

• Shared knowledge & learning

• Meet the Directors!

Thank you!

• Questions please...