Tony Wright CEO & Founder 972-215-7167 @tonynwright

Biting the hand that feeds you.

The love/hate relationship of Agencies and Affiliates.

Who is this dude?

15 years in traditional and digital agencies

SEO and Digital Marketing Early-Adopter

Run Affiliate Marketing programs for Fortune 500

Companies

Owned WrightIMC for 8 Years

Known for Reputation Management and Public

Relations

Live in Dallas, Texas

Have 4 kids.

Like Vodka, Wine and Beer

Me and my buddy Matt

@tonynwright

What this is NOT about

This is NOT a presentation about how to get into affiliate programs run

by agencies.

This is NOT about stats – you want stats, you can Google them.

This is NOT about what agencies should be doing to help affiliates – but

rather, what affiliates can do to make agencies more comfortable

@tonynwright

Why do Agencies mis-trust Affiliates?

Goals of an AgencyHard Goals• Brand Consistency• Client buy-in• ROI• ROAS• Budget Management• Breaking through the clutter• Innovation• Compliance

Soft Goals• Client-Relationship• Client Ego• Self-preservation• Turf Management/Growth• Internal Politicking• Authority• Becoming Indispensible

@tonynwright

Agencies are interested in the Affiliate Space

Paying only for leads/sales is something agencies love

The love to show their clients ultimate ROI

I’ve never met an agency exec that didn’t jump at the idea of an

affiliate program right off the bat…until….

@tonynwright

Affiliates have kind of a…umm…reputation?

Agencies are scared of losing control

Agencies are scared of getting ripped off

Most agencies don’t understand the technology used in the affiliate

world

Agencies are scared of cannibalization, or worse, bastardization of the

brand

@tonynwright

What should I do?

Be on the up and up

Don’t take advantage of an agency that doesn’t know any better

Don’t cannibalize results for short term gains

Be fair. Help Agencies understand how to deal with affiliates. If you

have a chance, help them write the rules. Help them look good to their

client and you’ll get more work

@tonynwright

Tony Wright CEO & Founder 972-215-7167 @tonynwright

Thank You! Lets connect!