persuasion and negotiation in the affiliate marketplace
TRANSCRIPT
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Persuasion and Negotiation in the Affiliate Marketplace
Shaughn O’NeillStrategic Account Manager / Publisher Development Manager
AffiliateManager.com@soneill06
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Summary
● Success Stories
● Tactics We Use
● Takeaways○ Affiliates○ Merchants○ Agencies
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Success Stories
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Pursue Non-Traditional Affiliate Arrangements● Players: Menfluential Media and
Sunglass Warehouse● Publisher accustomed to doing paid
placement marketing● Convinced publisher and client of a
hybrid approach--20% less up front and double our average commission
● Ran the numbers to determine what it would take to get them to break even
● Deal was signed and placement (banner, blogpost, and email blasts) went live
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Convince Reluctant Affiliate Base to Test● Essential oils client● Due to product mix
(cannabis-based oils), traction for client was slower than average
● Found pet blogger/product reviewer
○ Affiliate outreach focused on products related to pets
● Affiliate saw benefits, posted review, and became lifelong customer
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Craft Traditional Deal Site Placement● Slickdeals placement-Sunglass
Warehouse● Negotiated with client and affiliate to
find right deal (% off category)● Free test turned into a huge success
○ One-day sponsored (paid) placement saw second sales bump
● Testing off-season was even more successful
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Be competitive with Amazon● Afrotechmods.com (and
associated YouTube site)--site for maker community
● Joined Arrow.com program through AffMgr Biz Dev Manager
● Base commission rate is lower than other brands and Amazon
● We offered to match Amazon in exchange for placement; Affiliate accepted and tested link on homepage (displacing AdSense)
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Tactics
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Persistence
● Determine soft no’s from hard no’s● Work around or through roadblocks● Keep trying until you get an answer!
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Being Data-Driven
● Placement trackers
● Historical expectations
● Break-even or ROAS models
● Year-over-Year or Month-over-Month
goals
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Flexibility● Hybrid payment model● CPA vs. CPM vs. CPC● Trial request--asking for a time frame
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The Right Fit for the Right Brand
● Demographic focus● Deal-centricity● B2B versus B2C
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Using spend/budget responsibly
● Controlling marketing spend for rev-share clients
● Obtaining a budget when we don’t control marketing spend
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Takeaways
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Takeaways for Affiliates● Merchants can be open to testing alternative models of revenue generation in
the affiliate channel:○ Awareness for popularity of flat-fee placements is high○ Be open to suggesting mixed/hybrid models
● Utilize the in-network placement marketplaces.● Find savvy in-house program managers and agency partners.
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Takeaways for Merchants● Just like for affiliates, awareness that CPA is not the only way to do affiliate
anymore is crucial.● Bloggers and content site owners are finding they are doing better via other
means and are less open to CPA-only trials.● Maintaining a healthy affiliate program (high conversion rate and commission
rate, resulting in a high EPC) will help keep you competitive.
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Takeaways for Agencies● Due to our unique position in the marketplace, we are (or should be) very
responsive to what we’re hearing from affiliates and merchants.○ Connecting the right client to the right affiliate(s) is why we’re hired to do what we do.
● Convincing both parties of a win-win deal is as crucial now as ever.● Knowing where you can push is the biggest part.
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Thank You!