This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Find the “golden nuggets” of growth opportunity using data available only with mature affiliate programs. See 10 actual examples in this sequel to “Growing a Mature Affiliate Program.”

1. Affiliate Summit West 2014

2. John LoBrutto - Merchant
◦ 1&1 Internet
 Rick Gardiner - OPM
◦ iAffiliate Management
 Mike Allen - Affiliate
◦ Shopping-Bargains.com
 Jeannine Crooks - Network
◦ Affiliate Window


3.  Presented
“Growing a Mature
Affiliate Program” at ASE13
 Give me your card if you’d like a
copy of the slide deck
 Top-level review of those ideas
 Diving deeper into 10 of those
ideas today

4.  Make
it like new
 Start with a full review of metrics
 Identify channels & trends
 Manage your program like Art!
 Develop a Business Plan/Sales
Plan

5.  Expect
churn and optimize your
publishers
 Make your program fun
 Shake things up on purpose
 Develop Out-of-Box ideas

6.  Compare
New vs. Old tactics and
data
 Conduct a publisher audit to know
your affiliates better
 Examine partner segmentation in
multiple ways
 Conduct a SWOT Program Analysis
& Review

7.  Complete
a Competitive Analysis
& Review
 Explore Cross-Merchant
promotion
 Network expansion
 Taking Partners direct

8.  Adopt
“Old Faithful” Methods
Create an open-door policy
Establish personal relationships
Give tailored content
Offer commission enhancements

9.  Banish
“Loser” Irritations
Missing or erroneous program
information
One-size-fits-all incentives
Ignorant requests
Bemoaning “lack of performance”
Comparing all sites to industry
“whales”

10.  Customize
“Carrots” of Motivation
Long term personal relationships
Providing special affiliate tools,
like trackable coupon codes
Trust that is reciprocated
Tailored content that is truly
exclusive

11.  The
Role of the Network
Be a partner to both merchants
and affiliates
Remove Road blocks
Keep merchants aware of new
affiliates and trends

12. Develop new technologies
meeting both merchant and
affiliate needs
 Search for beneficial merchantaffiliate opportunities
 Identify synergies with other
merchants


13. John Lobrutto
Affiliate Summit West
2014

14. Airport Manager
Technology Director
President
Sales Manager
Head of Global Distribution
US Sales Director
Director Business Development
Director Affiliate Partnerships
North America

15. S

Act like you are new to the program

Think how you can change your perspective

Develop a Business Plan or Sales Plan

Get out of the grind and look at things fresh

16. Review the metrics
Overall
program performance
Commission review (is it working & competitive)
Competitor Analysis (who is gaining Market)
Are you competitive? (incentives/ creative/ tools)
Program reviews (have networks pull GAP reports)
Demographic changes
Review creative strategy
Ask your pubs!!!!
Find the “Golden Nuggets”
(small opportunities in big numbers)

17. Business Plan/ Sales Plans
Review
everything! Outline everyone’s duties,
responsibilities, milestones, review KPIs!
Keep
what works, but do not be afraid to take risks
a list of “Can’t do’s” and identify the cause or
barrier (corporate policy, network limitations, etc.)
Make
Trust
your plan, follow it, update

18. Stay ahead of the Churn
25%
of your active pubs will disappear each year
About
Keep
10% of your Top 20 pubs will drop off
adding publishers (15 a month/ 3-4 a week)
Churn
is part of our business, don’t think your
performers will be there, keep finding new ones
Pick
up the “Golden Nuggets” all around as you
optimize

19. Nugget 1: Probe for International Activity
Expand
your reach to encompass international markets.
Funneled
Identify
international traffic into your US site
US publishers that can expand your reach into CA & MX
Leverage
publishers in Spain for a MX program
Leverage
publishers in UK for .com and .ca programs
Create
Be
.com as international hub under one program
bold and start something new!

20. Nugget 2: Leverage Everything
Take
risk and develop a Worst to First
◦ Looking through verticals, find a publishers in your demographic.
◦ If there is no traction but potential to optimize - take a risk!
◦ Identify high click or high conversion publishers as targets
◦ Discuss a partnership with investment in their model
Try
a targeted sales approach
◦ one product spikes with a publisher but at low volume
Ask
top partners for their competitors
◦ Leverage the competition between rivals
◦ Walk in with a competitive offer for immediate performance

21. Nugget 3: Do a Can’t Do!
Go
back to that “Can’t Do” List and break a barrier
Re-canvass
Regroup
Create
for publishers that can now be optimized
targeted publishers and launch the new program
a Loyalty Program
◦ Develop a loyalty strategy using percent commissions
◦ Review placement and partnership opportunities
◦ Re-launch merchant program with new terms for this group
Use
Coupons & Special Affiliate promotions
Add a Product Feed
Develop a new long tail incentive program

22. Rick Gardiner
Affiliate Summit West
2014

23. 



What kinds of affiliates are most successful in
my program?
What risk and/or exposure do I have?
How can I get more performance out of my
existing partners?
What is the data telling me?
◦ Month over Month
◦ Quarterly

24. 
By Status
◦ Active, Inactive, Sales, Performer

By Category & Sub-Category
◦ Blogger, Coupon, Deal Curation,
Loyalty, Review, etc.

By Traffic Source
◦ Display, Email, Organic, SEM, Social,
Video, etc.

26. 
What are my competitors doing that I’m not?

Who are my competitors’ top affiliates?

What opportunities am I missing out on?

27. Competitive Analysis
Me
Competitor A
Competitor B
Competitor C
8%
Default
Commission
30%
18%
100% of first
month
subscription
Referral Period
120 Days
45 Days
120 Days
45 Days
Coupons
Yes
No
No
Yes
Restricted
Closed
Open
Open
Yes
No
Yes
Yes
Network(s)
Affiliate Window
Shareasale
CJ & In-house
Linkshare
Network
Performance
$.84 EPC
Paid Search
Policy
Special Program
Terms
Top 100 Power
4-Bar Advertiser
Rank
$.01 EPC

28. Loyalty Analysis
Default
Comm.
30%
10%
20%
N/A
10%
15%
N/A
30%
18%
10%
N/A
10%
10%
N/A
N/A
18%
N/A
N/A
50%
N/A
N/A
N/A
N/A
N/A
N/A
5%
N/A
N/A
5%
N/A
Me
Competitor A
100% of
first month
Competitor B subscription
8%
Competitor C

29. 



What is my revenue goal for the year?
Identify 3 epic wins/failures that we can learn
from for the coming year?
What is my marketing budget for affiliate?
What resources do I need to be successful
this year?

30. Affiliate Marketing Plan and Promotional Calendar
November
Focus
Events
Marketing Development
Funds
Affiliate Promotion
Standard Coupon Offer
December
January
February
March
Activation
Activation
Recruitment
Recruitment
Recruitment
Valentines Day
NCAA March Madness
$10,000
$10,000
Thanksgiving, Black Friday,
Cyber Monday
Christmas, New Years Eve Vacations & New Year Promos
$15,000
Show us where you’re
promoting our brand, earn
a bonus.
$20,000
Year End Contest: Most
Sales in Dec., Best
Conversion Rate, 2014
MVP Affiliate.
50% Off
50% Off
Premium Coupon Offer
60% off BF/CM
50% Off - New Computer
Promo
Creative Refresh
Yes
Newsletter Communication
$10,000
New Affiliates Earn a $10
Show us where you’re
bonus on each of your first 25 promoting our brand, earn Increase your Conversion
sales in Jan. Up to $250.
a bonus.
Rate 2.5% Bonus Incentive.
10% Off
N/A
10% Off Site Wide
$10 off any order of $100+
30% Off - Product
Promotion
30% Off - Product
Promotion
Yes
No
Black Friday/Cyber Monday
Deals
Yes
Software Essentials for
your new Computer or
Device
Stay protected in 2014 with
XYZ Product
Affiliate Activation
Newsletter
Yes
March Madness / Stay
Protected- spring break
travel
Recruitment
25
25
TBD
TBD
TBD
Activation %
12%
15%
TBD
TBD
TBD

31. 


Nugget #1: Take the plunge. Understand the
moving pieces of your affiliate program and how
each affect performance.
Nugget #2: Know thy competition. Dig into their
affiliate program and discover how they are
innovating.
Nugget #3: Create and work your plan. A monthby-month roadmap keeps you accountable and
identify what resources you need to grow revenue.

32. Rick Gardiner, iAffiliate Management
+1.612.216.1833
rgardiner@iAffiliateManagement.com
linkedin.com/in/rickgardiner

33. Affiliate Summit West 2014

34.  Gnomic elves resembling brothers
 Names are an onomatopoeia
 First appeared on packaging in 1933
 “Snap” (baker’s hat) is older brother
problem solver
 “Crackle” (stocking hat) is unsure
“middle child”
 “Pop” (military marching band hat) is
mischievous youngster

35. SNAP
CRACKLE
POP
in some affiliatefriendly technology
with exclusive attention
for your best affiliates
into new markets via
creative affiliates
(problem solver)
(unsure “middle child”)
(mischievous youngster)

36. Use advanced tools
Clearly define & enforce terms
Get professional help
 Network tools, VPNs, 3rd party services
Listen to your affiliates
Root out fraud (seriously)
Remove leaks / improve conversions
Improve landing pages
 SiteTuners, split testing, responsive design, etc.
Trackable coupon codes
 Social media, print, t-shirts, billboards, even airplane
banners!

38. Use advanced tools
Clearly define & enforce terms
Get professional help
 Network tools, VPNs, 3rd party services
Listen to your affiliates
Root out fraud (seriously)
Remove leaks / improve conversions
Improve landing pages
 SiteTuners, split testing, responsive design, etc.
Trackable coupon codes
 Social media, print, t-shirts, billboards, even airplane
banners!

39. You are a powerful insider!
Larger margins (usually)
The branded product
Give and it shall be given unto you
Data, resources, marketing schedules
 Give more details, extra photos, enhanced data
Special editions / custom products
Reward good works
 Not just money but access, exclusivity, status,
prizes

41. You are a powerful insider!
Larger margins (usually)
The branded product
Give and it shall be given unto you
Data, resources, marketing
schedules
 Give more details, extra photos, enhanced
data
Special editions / custom products
Reward good works
 Not just money but access, exclusivity,
status, prizes, time with you

43. Bundling & co-branding
Strategic partnerships
Joint marketing
Niche audiences
Products used in
unintended ways
Duct tape, super glue, latex, even the
Internet
Outside your reach / ability
International, political, religious, ethnic,
social

47. Bundling & co-branding
Strategic partnerships
Joint marketing
Niche audiences
Products used in unintended
ways
Duct tape, super glue, latex, even the
Internet
Outside your reach / ability
International, political, religious, ethnic, so
cial

48. SNAP
CRACKLE
POP
in some affiliatefriendly technology
with exclusive attention
for your best affiliates
into new markets via
creative affiliates
(problem solver)
(unsure “middle child”)
(mischievous youngster)

49. 

mike@shoppingbargains.com
Twitter: @mta1 / @istudybusiness

50.  Learn
the interface
All the reports
All the recruiting tools
Join as an affiliate to check out
your competition
Follow the blog, Facebook page,
Twitter stream
Leverage research

51.  Develop
a relationship with your
Account Rep/Manager
Ask for strong performer
recommendations
Request new tools or reports
Be the Squeaky Wheel!

52. Jeannine Crooks,
Senior Account Manager
Jeannine.Crooks@AffiliateWindow.com
@Jeannine_Crooks
410-302-8592
www.AffiliateWindow.com

53. 



John LoBrutto
◦ John.LoBrutto@1and1.com
Rick Gardiner
◦ rgardiner@iAffiliateManagement.com
Mike Allen
◦ mike@shopping-bargains.com
Jeannine Crooks
◦ Jeannine.Crooks@AffiliateWindow.com