hotel chocolat - sweet success - affiliate marketing case study by chris bishop
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Internet Retailing case study presentation by Chris Bishop, Online Marketing Manager at Hotel Chocolat on best practises in Affiliate MarketingTRANSCRIPT
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: [email protected]: cpbishopSkype: cpbishopBlog: chris-bishop.blogspot.comLinkedin: linkedin.com/in/chrisbishop
Thanks to…
Commission Junction