Sweet Success:Affiliate Marketing

Case Study

Chris BishopOnline Marketing ManagerHotel Chocolat Group

A little about me…

• Began in online media in 1999 as a publisher and owner of an online sports network

• 1 of 4 to graduate with the UK’s first e-business degree

• Create & Innovate, Johnson & Johnson, TradeDoubler and currently Hotel Chocolat…

• “Outstanding Personal Contribution to Affiliate Marketing" award and short-listed for “Publisher Manager of the Year” A4UExpo 2007.

• Support Bolton Wanderers & love Belvedere Vodka!

Hotel ChocolatNICHE

B – R – O – A - D

2003 Hotel chocolate gifts

B to C Chocolat + for yourself & B to B mail order

+ retail

1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF

by mail order

1993 Choc chocolate GIFTS B to C Express by mail order

1991 Geneiva chocolates & B to B Chocolates mints

1988 B to B MMC mints only

Chocolate should be exciting• Whether you’re having

some quiet me-time, or making someone’s day with a gift. 

• For us, chocolate made with passion and imagination is more than just chocolate – it’s a state of mind, a place, a feeling that can take you on a journey. 

• Where you go is entirely up to you…

Contents

• Affiliate Marketing – The basics

• Loyalty beyond commission

• Love, respect – communication!

• Love? Woolly rubbish? What about my sales?

• Questions

The basics

• Website– Clear basket/cart (sale)– Easy registration (lead)– Is the site converting?– Analysis tools?

• Don’t burn bridges!

Ready now?

• Your programme– Managed– Self Managed– Agency

• Network??– Skill Set– Reputation– Cost

We ready now??

Not yet…

• Commission Structure

• Incentives

• Cookie Period

• Creative

• Feeds/RSS

Launch?

No… plan your communication…

• Communication is KEY!

• Introduction to LOVE…

Loyalty beyond commission!

• Basics now achieved… how can we stand out??

• What if a competitor offers 2% higher commission?

• How will you know when your there!

Love/Respect Axis

Kevin Roberts is CEO Worldwide for Saatchi and

Saatchi

Stand for something big!

• Believe in your product

• Understand your audience…

• Install passion!

• Remember it’s theirs to fallin love with, not yours to sell

• Go that extra mile!

Levels of Communication

• Timing

• Segmentation

• Relevance!

• Re-activation!

• Reward!

Communication – Market Wide

Communication – Network Wide

Communication – Publishers

Communication – Performers

The extra mile!

• Affiliate Tour

• Blog

• Video

• Product Training

• In-store events

• Social events

The results

• Loyal affiliates

• Affiliates become online ambassadors

• Fuller promotions/campaigns

• More imps/clicks/visits – SALES!

• Happy Finance Director!

Hotel Chocolat ROI

• Affiliate Marketing leading online sales charge!

• 2005 online sales – 30%

• 2007 online sales – 75%

• Affiliate Marketing – continues to be >25% of online sales…

5 things to do…

• Get the basics right… no excuses!

• Think like an affiliate (to catch a fish!)

• Create a relationship

• Nurture the future

• Introduce affiliates to the business… Christmas parties, PR launches, company inductions, training etc

Thank You & Questions…

Contact DetailsE: chris.bishop@hotelchocolat.co.ukIM: cpbishopSkype: cpbishopBlog: chris-bishop.blogspot.comLinkedin: linkedin.com/in/chrisbishop

Thanks to…

Commission Junction