T h e I m p o r t a n c e o f E ff e c t i v e C o m m u n i c a t i o n F l o wModerator:Rooshina Modi, Senior Manager of Online Marketing, Barnes & Noble

Panel Members:Dannielle Brantley, Senior Marketing Manager, LinkShare Corporation Sylvia Cintrón, Affiliate and Lead Generation Manager, AREA203 DIGITAL (Twitter @sylviacintron) Stephanie Laughon, Account Executive, ShopAtHome.com (Twitter @stephlaughon)

T H E I N T R O D U C T I O N

What should the Advertiser & Publisher share?

Product/Service DetailsCampaign Expectations & GoalsAudience Demo/PsychographicEffective Promotional MethodsCreative RequirementsTerms & ConditionsCommission Model

ADVERTISER PUBLISHER

NETWORK

T H E I N T R O D U C T I O N

T H E L A U N C H

Tracking Links: Desktop / Pay-Per-Call Reporting Tools: Multi Channel Tracking, Pixel Placement Channel Deliverables: Direct Email / Form Host

T H E L A U N C H

How to Get Launched Quickly!

6C’sConfirm Channel MixCompliant CopyConverting Creative

T H EG R O W T HP E R I O D

T H E G R O W T H P E R I O DOptimizing the Relationship!

TIP: The more the affiliate knows about your product and services

the more confident and assertive they will be when promoting.

Schedule follow up calls to discuss performance

Review pub traffic, trends & audiences: Alexa, Compete, Quantcast

Identify challenges and roadblocks the publishers could have

Provide trends, business practices, promo content specific to your product/service

Listen & Mentor

T H E G R O W T H P E R I O DOptimizing the Relationship!

TIP: The Publisher must work with the Advertiser and Network to

establish a plan for achieving the desired goal. Examples of these: new customer acquisition, brand awareness, social media expansion, new product launch, etc.

Schedule follow up calls to discuss performance

Review established KPIs with Advertiser and Network

Was Initial Goal was achieved? If Not, was another Goal reached?

Offer – was it strong enough?

Timing – did we hit them at the right time?

Targeting – did we target the right audience?

Design – was it aesthetically pleasing?

T H E G R O W T H P E R I O DOptimizing the Relationship!

TIP: Advertisers/Publishers work with your network rep to discuss lead

activity feedback and identify best methods of promotion.

Stay engaged with your network rep Provide back end conversion data with network with referring publisher

code – weekly/monthly/daily Provide information on resource availability (tech, marketing creative,

legal) so network rep can manage expectations for campaign optimization changes

Share your methods of promotion with network rep. (i.e.. keyword based desktop search, mobile search, banner-text placement, direct email (size of drop))

Competitive Analysis of Advertiser Performance

Status:Mature AdvertiserIncrease order volume with no increase in CPA

Strategy:Network review pub touchpointsConduct competitive analysisRefresh landing pages & related creative (improved customer flow)

Results:In the first 2 weeks, conversion rates 3.68% to 4.22% New landing page also resulted in a 25% increase in lead volume

T H E G R O W T H P E R I O DNew advertiser landing page 25% increase in valid orders

Status:New Channel Launch – Pay-Per-CallImprove Lead Quality

Strategy:Advertiser share conversion metricsNetwork perform outreach based on pub feedbackOptimize pubs with positive conversion ratesDiscovery call to improve low converting pubs

Results:Campaign stabilityImproved lead qualityIncrease in lead volume

T H E G R O W T H P E R I O DAdvertiser Conversion Metrics Pay-Per-Call Growth Opps

T H E C U S T O M I Z AT I O N S TA G E

T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?

TIP: Evaluate your publisher base and identify potential unique

partnerships based on new technologies, performance needs & growth potential.

THINK OUTSIDE OF THE BOX!

CUSTOM TOOLS:

Unique Creative / Messaging / Brand

Channel Focus – Paid Search (Keywords), Social Media (short copy), Pay-Per-Call (call scripts), etc.

Targeted Content

Co-Branded Landing Pages

Custom Reporting / Tracking

T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?

TIP: Committed partners increase their opportunity for unique

campaigns.

LACK OF COMMUNICATION OFTEN LEADS TO MISSED OPPORTUNITY!

DISCOVERY QUESTIONS/UPDATES:

In addition to banner-text link promotions, what other channels can the offer be promoted through? Social platforms, Blogs, Pay-Per-Call, etc.

What’s advertiser’s promotional marketing calendar/seasonality?

Inform advertiser/network of publisher promo events/marketing calendar.

Get involved with each other’s internal teams (e.g. Social Media, Search)

T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?

TIP: Advertiser/Publisher inform network of all current and future

promo capabilities. Network will highlight an opportunity to customize the relationship and/or form a unique partnership.

THERE’S MORE THAN ONE WAY TO DRIVE A LEAD KEEP AN OPEN MIND!

THINK FOR NOW & THE FUTURE:

Discuss special placement opportunities with network rep If expanding into new channel promo types, share plan of action with

network rep keep an eye out for advertiser matches If you can develop creative, scripts or video clips, DO IT! Be an Advocate for internal A/B testing Utilize network rep to find out what’s hot & new

T H E C U S T O M I Z AT I O N S TA G ECo-Branded Landing Pages 65%+ Increase Conversion

Status:Mature AdvertiserIncrease ConversionsEnhance Customer ExperienceIncrease Sales Revenue

Strategy:Select participating publisher(s)Isolate two month period58% of the days send pub coupon traffic to regular homepage. On 21 of this 56 day period same pub traffic sent to custom landing page

Results:The increases in 5 key metricsCustom experience outperforms Regular homepage (despite 11 extra days)

Be Precise & Concise in All CommunicationsDon’t take anything personally!

Utilize the Rule of 3:

3-Word subject lines3 paragraphs≤ 3 sentences per paragraph

Work hard and do the best you can, always, in all things!

W e a r e i n t h e i n d u s t r y o f S e r v i c e ! !

Moderator:Rooshina Modi, Senior Manager of Online Marketing, Barnes & Noble

Panel Members:Dannielle Brantley, Senior Marketing Manager, LinkShare Corporation Sylvia Cintrón, Affiliate and Lead Generation Manager, AREA203 DIGITAL (Twitter @sylviacintron) Stephanie Laughon, Account Executive, ShopAtHome.com (Twitter @stephlaughon)

T h a n k -Yo u !

Q u e s t i o n s ?