Escolar Documentos
Profissional Documentos
Cultura Documentos
com
5 Minutes with
Gary Vaynerchuk
Page 10
How Affiliates
Can Get Started
with Video
Page 15
The Coupon
Code Dilemma
Page 60
www.affiliatesummit.com
Table of Contents
03
Guide To Conference Networking
Shawn Collins
24 The 10 Affiliate Manager Commandments
Kim Rodgers
04 Haiko de Poel, Jr.: The Affiliate Voice? 26 Ways Affiliate Managers Should Be
Missy Ward Helping Publishers
08 Escape From New York Tax Nexus 29 Internet Week Takes Over New York
Brian Littleton Stephanie Agresta
IT’S ALL
ABOUT YOU.
WELL ACTUALLY,
IT’S ALL ABOUT
ALL OF US
W
e’re all in the affiliate It’s been inspiring to see affiliate
marketing industry marketers mobilize via Affiliate
together, and when we Summit to raise funds for a number
act in concert for a common cause, of charities, including Susan G.
Volume 1, Issue 2 | August 2008 great things can happen. Komen for the Cure, March of
Staff
Dimes, Big Brothers Big Sisters of
That is a guiding philosophy of Southern Nevada, and the Starlight
Co-Editors in Chief Affiliate Summit, where we strive
Missy Ward, Shawn Collins Starbright Children’s Foundation.
to run a true user- generated
Co-Publishers
Missy Ward, Shawn Collins conference. An event by affiliate Most recently, we’ve been working
marketers and for affiliate to benefit The LEAGUE, a school-
Contributing Writers
Stephanie Agresta, Janet Attard, Michael marketers. based system that combines state
Buechele, Shawn Collins, Trisha Lyn Fawver, standards-based lesson plans with
Jason Forthofer, Chuck Hamrick, Brian Hawkins, The whole operation lives and community service events that teach
Stuart Hockwert, Scott Jangro, Zac Johnson,
breathes on feedback, input, and students the value of giving and
Dante Lee, Brian Littleton, Tricia Meyer,
Dan Murray, Mark Olsen, Geno Prussakov, participation from the industry. recognizes them for their efforts.
Kim Rodgers, Missy Ward, Emilio Yepez
Graphic Design And that’s the way things are going What can you give back today?
Alexbet.com with FeedFront Magazine, too. The Volunteer your time, ideas, and
Proofreader articles here are from the people resources for a better industry
Amy Rodriguez of affiliate marketing: affiliates, and a better world.
Affiliate Summit merchants, and networks.
221 Sherman Ave
Ste #8 PMB 185
We figure the movers, shakers, and
To whom much is given,
Berkeley Heights, NJ 07922-1173
doers in affiliate marketing are much is expected.
tel (908) 771-5574
fax (908) 364-4627 the best to share perspectives and
Missy Ward & Shawn Collins
ideas, rather than folks that have to
Articles in FeedFront Magazine are the opinions of
research how it’s all done. FeedFront Co-Editors-in-Chief q
the author and may not necessarily reflect the views
of the magazine, or its owners. FeedFront Magazine
always welcomes opinions of an opposite nature. But we can do more than come
For more information, visit: www.FeedFront.com together to share information.
Interested in advertising? We can also make a difference
Email us at: contact@feedfront.com
in the world.
© 2008 Affiliate Summit, Inc.
and Individual Authors.
By Shawn Collins
Guide to Conference
Networking
Face-to-face networking
during conferences is key
to creating new business
relationships and growing
existing ones.
Here are some key
strategies for optimizing
your time before, during,
and after Affiliate Summit
or any other conference
you attend.
Define Your Goals Print out the map and mark it up Call in to podcasts, post comments to
You can’t get ROI if you don’t identify with the companies you want to visit blogs, send feedback to newsletters,
the targeted “R”. So, determine and make notes with questions you respond in forum threads, and add
what you hope to achieve from the have for each company. them on Twitter, Facebook, etc.
conference in order to gauge how
effective the trip is for you. Business Cards This way you will have a rapport with
Create a customized business card these folks when you meet face to face
Stay in that will stick out. I would suggest at the conference.
the Conference Hotel designing a new business card for
Conferences will have a special rate each conference you attend. Perfect Your
at the hotel where the conference is Include a reference to the conference Elevator Speech
taking place. Book early, because the to help people remember where they Be prepared to deliver you elevator
blocks of rooms typically sell out. met you. pitch (or elevator speech), which is a
brief overview of an idea for a product,
In addition to the convenience Make it bigger or different in some service, or project.
of being physically close to the other way… maybe a theme. Just do
conference, you are also able to something other than the typical card It’s called an elevator pitch, because
engage in the informal networking that gets lost in a stack of similar cards. it shouldn’t last any longer than an
all over the hotel before and after elevator ride – maybe thirty seconds
conference hours. Prepare for Networking or 100-150 words.
Opportunities
Target List of Attendees There are a number of formal and Follow Up
Review the list of attending compa- informal networking events at a All the networking is for naught if
nies for the conference and seek out conference. you don’t follow up. Forget e-mail
people in the conference social net- and phone. Touch base with a hand-
work to pre-network in advance. Any time there is a chance to meet written note.
people, whether it is a coffee break,
This will enable you to break the ice structured networking session, or Most importantly, be memorable and
and set up meetings. just milling around the hotel lobby, concise. Start up relationships at the
Also, search Google images for take advantage of these times to conference and build them afterwards.
people and create a discreet make business.
compilation of headshots of your
Pre-Engage Shawn Collins is a Co-founder of
targets to help identifying folks you
wish to meet. Become part of the conversation Affiliate Summit and Co-Editor-in-Chief
with industry leaders. In advance of
Map Out Exhibitors a conference, there are a number of of FeedFront Magazine. q
Check out the conference Web site ways you can engage notable figures
for a map and list of exhibitors. in the industry.
“T
he secret of success is con- Once the domain name market
stancy of purpose.” – Dis- crashed, Haiko turned to affiliate mar-
raeli. This quotation ap- keting to derive revenue from the do-
pears over 18,000 times on ABestWeb. main inventory he had acquired. His
com – the largest affiliate marketing first website was a personal website
forum with more than 43,000 reg- containing Homer Simpson eating a do-
istered members. The founder of nut in space. This site, he readily ad- quite figure out everything there was to
ABestWeb, Haiko de Poel, Jr, has in- mits was the kind of site that members know about affiliate marketing then, he
cluded this citation in every one of his of ABW would tear apart. did realize that tracking was an inherent
posts to remind readers that if one problem as he earned a whopping $0.30
commits to their goals and those ob- In 1999, he created his first business on millions of hits.
jectives are honorable, they will tri- site, MarlboroMiles.com – an online pe-
umph. In these words, you will find tition to have the Marlboro Miles cata- Needless to say, his first brush with af-
the formula to ABestWeb’s and Hai- log placed online. He soon realized filiate marketing left a sour taste in his
ko’s success. that his visitors were also looking for a mouth and he decided to take leave,
place to redeem their miles. His long- post-haste.
Before ABestWeb, or ABW as it is fre- term goal was to convince Phillip Mor-
quently called, Haiko was one of the ris that MarlboroMiles.com had become About a year later, he decided to join
progenitors of prepaid phone cards the source for Marlboro Miles infor- Commission Junction in an effort to
and owned a small, long distance re- mation, so that they would eventually monetize his remaining domain inven-
sale company. He also experiment- purchase the website – or so he hoped. tory. After a major tracking incident and
ed with a few inventions and design (Keep in mind that at this time, sell- what he felt was unacceptable respon-
trademarks. ing trademark domain names was not siveness, he realized the need to facili-
against ICANN nor Trademark rules.) tate the affiliate’s right to be heard. In
Haiko learned about the potential of 2001, ABestWeb was born with a goal of
the Internet while watching televi- In an effort to offset the costs of the becoming a trusted third-party to protect
sion. He quickly ascertained that the site and what he felt would be impend- and allow for the unencumbered affili-
domain name would be crucial and in ing legal issues with Phillip Morris, he ate voice.
1998 he began to buy and speculate in affiliated with Ask Jeeves to promote
popular domain names. their search engine. While he didn’t The forum began to gain critical mass
and cause quite a few stirs in the affili-
ate marketing community. In its infan-
cy, moderators were recruited who were
respected and trusted, including “Lead-
er”, who Haiko believes added additional
Missy Ward, Haiko de Poel, Jr., Shawn Collins
Steve Schaffer, Founder & CEO of Vertive, Inc. and Dan Murray,
Internet Marketing Strategist of Ravenwood Marketing
Should you Diversify
Your Affiliate Revenue?
I
like talking to other affiliates hired a new affiliate manager to run the much on any one offer, product, mer-
about their businesses. It seems program and things suddenly changed. chant, affiliate network, business model
that the topic of revenue diversifi- or source of traffic.
The relationship somehow soured and
cation often comes up.
this affiliate was booted out of the pro- This is the prudent voice of reason that
What does diversification mean when gram, rendering a devastating blow, can save your hide if you hit turbulence
it comes to revenue for an affiliate? In to say the least. Over half of his reve- in one area of the market. The down-
general, diversification means spread- nue dried up overnight. By diversifying side to this advice can sometimes be
ing out risk so you don’t have all of across merchants, you may be able to lack of focus and difficulty growing be-
your proverbial eggs in one basket. avoid this fate. yond a certain size.
In an investment portfolio, for You can also diversify your revenue in Those in the “don’t diversify” camp are
example, diversification can mean other ways. You may choose to spread mainly focused on growth and leverage
including different kinds of assets your business across a number of affili- above everything else.
(like stocks, bonds, etc.) that don’t all ate networks, so no single network can The argument here is that to reach true
move in tandem. One zigs, while do too much damage if things go awry. mastery, you must focus all of your en-
the other zags, allowing you to sleep If you get most of your traffic and sales ergy on one thing and do it extremely
easier at night. from SEO, you may decide to add some well. Put all your eggs in one basket and
For an affiliate, diversification can hap- projects to the mix that use paid search grow that basket to the moon.
pen in a number of ways. The most and email lists as the main drivers. Each affiliate must look at his or her
obvious method would be creating a Perhaps you are used to buying most business and make decisions on diversi-
portfolio of merchants where no sin- of your traffic from Google and you fication that are best suited to their par-
gle merchant represents more that x % move some campaigns over to ticular personality and situation.
(say 15%) of your total revenue. Yahoo and MSN.
Back to our original question -- should Dan Murray is Internet Marketing
Let me illustrate the flip side of this
you diversify your affiliate revenue? Strategist and Founder of Ravenwood
with a story. One affiliate I know had
There are two answers to this query, Marketing, Inc., a high-volume paid
a huge percentage of his total reve-
yes and no.
nue tied to one merchant. search firm based in Boulder, CO,
He had been happily promoting The “yes” proponents cite all of the
good reasons above for spreading out and can be followed on Twitter at
this merchant for years with great
success. Then one day the merchant risk. Hedge your bets. Don’t rely too Twitter.com/DanMurray. q
Escape from
New York
Tax Merchants
Modifying
Nexus
Terms
One of the more
ambiguous sections
allowed for the
E
arlier this year, the State of presumption of nexus
New York passed legislation to be rebutted. The
using affiliate programs as a allowance was possible
L
Perils of White Hat SEO ast year, I had a client who was the largest
company in their space, yet they consistently
However, it is imperative to me to develop long-
term value for every client.
ranked on the bottom of page two in Google
for their most important term, no matter how hard I think the short-term gain in search marketing is
they tried. akin to using steroids in professional sports; you
know at any time the shoe could drop, but choose
They brought my company on board and we were to keep cheating.
able to help get them as high as the fifth spot.
The Page Rank the meek inherit… what will it be
That was a marked improvement, but since they worth?
were the leader in their space, we still weren’t
thrilled with our results. Wil is the founder of SEER Interactive,
a Philadelphia-based SEO firm in 2002. q
We found the company holding the top spot was
receiving thousands of garbage GeoCities-type
links. Most were not on theme and were on low val-
ue sites.
Gary Vaynerchuk, star of Wine Library TV and Director of Operations at Wine Library. Photo by Tris Hussey
5 Minutes
with Gary
Vaynerchuk
G
ary Vaynerchuk, known as the
“Social Media Sommelier” and
for his in-your-face videos, is
the host of Wine Library TV and the
Director of Operations at Wine Library
in Springfield, New Jersey.
Watch Gary at
http://tv.winelibrary.com/ and WATCH
http://garyvaynerchuk.com/. AFFILIATE
SUMMIT
Shawn Collins is a Co-founder of Affiliate Summit
SESSIONS
FOR FREE
and Co-Editor-in-Chief of FeedFront Magazine.q
ONLINE HTTP://WWW.AFFILIATESUMMIT.TV
I
t’s been said over and over that the key
to success as an affiliate manager is
Affiliate Manager
Communication
maintaining good relationships with
your affiliates.
The foundation of any good relationship
Strategies
is communication, enforcing the need to
be available across multiple channels for
your affiliates to get in touch with you.
Making yourself available for your affili-
ates will increase your effectiveness as an
affiliate manager, assist you in preventing
fraud, and help to create a lasting bond Create accounts across the popular As the affiliate manager, your insight
with your affiliates. Instant Messenger channels (AIM, into the affiliates’ hobbies will help you to
Yahoo, MSN) and across the various understand how they run their business,
People are all different, and so are their
microblogging ventures like Twitter, and might just give you some unique
preferences in communications. Broad
Plurk, and Pownce. ideas that you can pass on to them to
availability is your best bet. Make your-
help you both grow their promotions
self available across more than one me- This quick way to get someone’s atten-
of your program.
dium. In your communications to your tion is incredibly easy to monitor with the
affiliates, make sure they have multiple right desktop applications, and provides Their insight into your interests will also
ways to contact you at their fingertips. affiliates with a way to instantly ping you allow them to make a personal connec-
if they need help. That kind of instant tion and extend some trust to you when
Your e-mail address, phone number, and
access to you will win over their business. you do make those hair-brained sugges-
physical address should append all mes-
tions after learning they collect 1970’s
sages and correspondence you send to Social Networks are also a great way to
McDonalds Happy Meal toys.
the affiliate so they know immediately connect with people and interact on a
how to reach you. level that’s more human than corporate. Keeping channels open for your myriad
of affiliates to contact you will make you
When calling and leaving a message, re- Networks like Facebook, MySpace, and
an affiliate manager to be trusted, and
member to always leave your phone num- LinkedIn allow you to connect with
reckoned with!
ber - never assume they already have it. If your affiliates and share your interests
affiliates know how to contact you easily, and other ideas. A secure personal Trisha Lyn Fawver is the Marketing
they will be more likely to get a hold of relationship with your affiliates will Manager for PsPrint.com.q
you before making any wrong moves. benefit both parties.
This will help you to keep your affiliates
on the straight and narrow with immedi-
ate feedback on their promotions ideas.
Communication is dynamic, and in this
day and age the number of communica-
tion venues is increasing exponentially.
Try to stay on that trendy wave and add
new ways for affiliates to connect with
you as the tide changes.
How an Affiliate
Network Looks
For Offers
Step 1 Step 5
Identification – look for Creative – direct response creative
prospects in categories that should be created by direct response
are doing well in affiliate professionals. There are ‘musts and
networks and categories in must nots’. Our team will look at
traditional media that have creative and suggest resources if the
not yet transitioned on-line. creative is likely to be a poor performer.
Step 2 Step 6
Media Budget – look for Financial Review – this step involves
prospects that are already reviewing the advertiser’s financials,
advertising. Some great system integrity and credit worthiness.
products have no media We will also validate any scrubs. An
budget; they may be sold offer for a Wonder Garden at $100
only in stores as an example. should only scrub if the credit card
is bad. If they scrub because the
person is in their house file and
Step 3 last ordered from them 11 years
ago, this is not acceptable, and a
Market Size or Market Share
huge point missed by many.
– if we find a prospect
T
here is an unprecedented shift already advertising on-line, we may
in media dollars from print and
broadcast to on-line. As more
be increasing our market share of
the product or affiliate budget. Many Step 7
eyeballs move on-line, advertisers are firms only look to ‘steal smart’ and Testing – new offers can be placed in
finding their traditional media does increase market share. A better the network right away with affiliates
not work as well as it once did. industry practice is to expand market being the Beta testers. Or, a more
size. Look for prospects that advertise sophisticated network might use their
So, how do we prospect to get the on cable or TV or in magazines that own media to test the offer before
next best on-line performance media would like to make the jump on-line. making it a public offer in the network.
offer for our affiliate network?
It is not easy to predict a winner
Other networks like the Google
AdSense network and banner networks
Step 4 or loser. But, steps can be taken to
minimize risk.
have it easier. The advertisers pay Bounty – an astute direct marketer
per click or per thousand and risk knows they will need to spend 30 – Stuart Hochwert has a background in
their own money. With the affiliate 40% of the purchase price for most
consumer publishing and direct mail.
network, the advertiser does not risk offers for their media cost. So, a
He is the President and Fonder of
anything; the risk falls to the affiliate. $100 item should have a payout to
the affiliate network of $30 - $40. If Ampere Media LLC (www.amperemedia.
Our job is to minimize this risk using an advertiser is offering $20, it will com), which runs the SilveriNet
our proprietary seven-step method: be hard to make the offer work. (www.silverinet.com) affiliate network.q
I
f you’ve watched video on Hulu, After you upload to the video host, Let Your Content Be Your Ad
Yahoo, or AOL, you’ve seen embed it on your site. Then you can User generated video, produced by
professional video with ad types like leverage the traffic from the video host talented product evangelists with passion,
pre-roll, post-roll, and overlays. as well as your own site’s traffic. can be both informative and entertaining
(watch a Gary Vaynerchuk video to see it
As you get acquainted with video for
affiliate marketing, don’t concern yourself
Make Friends, Have Fun done right).
with these formats just yet. There are Use the social networks to connect
A major problem with this model is the
other ways to utilize video to drive traffic with other affiliate marketers into unwillingness of some merchants to give
to merchants. video. If you don’t have accounts on
Facebook, Twitter, Pownce, and up control of their products to customers
MySpace, sign up now. and the fear of low quality video being
On a side note, I can’t stand pre-roll.
associated with their products.
When I click play I want the video now,
not after a 15-second ad. You can also create a community on
Ning, and participate on forums and The solution to this is high quality video
discussions on the video hosting sites. content backed by a growing social
Create and Upload Video network. Merchants will come around
Content when you drive sales.
Cashin’ In
Video production for the newbie will not It’s still early in online video and even
Monetize your video with affiliate links
bust your budget. Camcorders such as the and banners. earlier for affiliate marketing through
Flip are inexpensive and ridiculously easy video. Make video now and experiment.
to use. On your own site, use merchant and You’ll be ahead of the curve as the
product banner ads relevant to your industry moves toward standardization.
Jim Kukral has created a great user video content. These can be hard
guide for easy video production at coded or rotated through an ad server
OnlineVideoToolkit.com. Check that out such as OpenX, or through a plugin Michael Buechele is the founder of
for production ideas. like Max Banner Ads if you are using a 11|15 Media, Inc. q
WordPress blog.
Next, you need to publish and get it in
How
front of people. You can upload to video Smaller niche sites can use a single
hosting sites such as YouTube, Magnify, merchant or product as a sponsor
Revver, Viddler, and others. for the entire site, but you may need
Affiliates
merchant permission.
TubeMogul is a service that can do this
for you. However, you lose control of the Get things started with banner ad
advertising that the site displays around rotations or text links on the page,
Can Get
your video, unless you use a video host and remember to watermark your video
with a revenue sharing program. if you plan to have it on multiple sites.
Started
With
Video
Affiliate Marketing –
A Game of Numbers
You know those work
from home opportunities
you see advertised where
the earning potential is
seemingly unlimited?
W
ith the right motivation,
workers can make untold riches
at a rate up to $12 per hour.
Guess what? Affiliate marketers Why? I’m not going to lie to you. Affiliate
earning $12 an hour will rake in marketing is hard work.
$105,120 per year. That’s based on Internet marketers have an advantage
affiliate sites working 24/7: ($12 x 24 over almost every other business. It’s not complex work, but it does
hours x 365 days = $105,120). We are always working, even when involve many tough hours of research,
we’re not. testing, designing, coffee drinking,
In what other industry can you make fighting sleep and more testing.
$12 an hour and still make 6 digits? If you worked 100 hours to make $5
more per day, the first week you would However, do this a few times, and you’ll
Affiliate marketing is a numbers game. have earned $35 or $0.35 per hour! discover that affiliate marketing is a
However, one year later those 100 lot about building. Create a site that
Not to get all clichéd, but, slow and hours have net $1,820 ($18/hour). Fast- makes you $100 per month. Then build
steady… well, you know the rest. forward five years, $9,100 ($91/hour). another. And another.
What if you started approaching your
affiliate efforts with this question: Soon thereafter, a wonderful thing
“What is it going to take for me to
How to Get It Done
happens. You get better at it and now
make $1 per hour?” $1 per hour is Many super affiliates have blogged
you’re in control of your business.
$24/day, $720/month, $8,640 per year. about how to reach affiliate marketing
nirvana for years. Yet, we are too busy Jason Forthofer is the Affiliate Manager
When was the last time you got an reading them instead of doing the work for The Shops at 24Seven. Read his blog at
$8,600 raise? Be careful not to focus to get there. http://theshopsat24seven.blogspot.com. q
Automation FTW
Some of my deals from merchants across all major
affiliate networks in the U.S. in a
standard format. The feed is easy to
favorite integrate and is very flexible. Customiza-
tion is available and U.K. and Canada
tools you
ForMeToCoupon.com.
GoldenCAN
may not be GoldenCAN data feed integration
enables affiliates to add millions of
using. products, thousands of coupons, recent
price drop products, and search on the
affiliate website with only one line of
HTML code. Affiliates can create stores
with single or multiple merchants
across networks without knowing any
programming or database language.
The data feed is maintained and hosted
by GoldenCAN and serves the affiliate
site in real time which ensures that
product availability and pricing is always
accurate. More information can be found
at GoldenCAN.com.
Missy Ward, Co-founder of Affiliate Summit
PopShops
PopShops is the largest searchable
collection of affiliate products in
the world; featuring over 44 million
commissionable products that span
eight networks including Commission
Junction, Google Affiliate Network,
LinkShare, and ShareASale. Their
dynamic toolset is known for being
so easy that “a 3-year old could use
it”. Their solution for the data feed
headache won the ABestWeb award
for Best Affiliate Tool of 2007.
More information can be found at
I
am a huge fan of automation. work, or content site by converting direct PopShops.com
Anything that ultimately saves time to merchant links to commissionable
and money, offers flexibility, and affiliate links on the fly. Bounce is easily Hopefully, these tools will become some
works properly when you use it, is a installed via plug-in or JavaScript code. of your good friends as well. Send me an
friend of mine. Once links are passing through the sys- email to let me know how you like them
tem, users can also view URL’s of mer- at missyward@feedfront.com.
That being said, I’d like to introduce you chants that they currently aren’t mone-
to a few of my friends. tizing. More information on Bounce
can be found at Bounce.cc. Missy Ward is the Co-Founder of Affiliate
Bounce Summit, the premier conference for the
Bounce is a link management system For Me To Coupon Affiliate Marketing Industry and Co-Edi-
that automates the monetization of links For Me To Coupon offers an automated tor-in-Chief of FeedFront Magazine. She is
throughout your forum, blog, social net- affiliate coupon feed which consolidates also an active affiliate. q
THE POWER of
Diversity Creatives
and Landing Pages
How affiliate marketing can work to reach Would this resonate with you?
I
t took traditional marketers more the offer.
than 50 years to figure out that peo-
ple of different ethnic groups re- Imagine the increase in conversions that
spond differently towards advertising. you could see by implementing this sim-
Hopefully, it won’t take affiliate market- ple, low-cost change.
ers that long because the theory has al-
ready been proven. Quite frankly, it was It is important that you do not design
very obvious from the start. your creatives to include racial stereo-
types. For instance, not all African Amer-
If you are marketing to women, icans like the hip-hop culture and not all
wouldn’t you include images of women Hispanics are Mexicans, let alone speak
in your campaign? If you are marketing Spanish. In addition, not all Asians eat
to teenagers, wouldn’t you feature teens sushi.
in the ad and perhaps some theme that
appeals to that group? Of course you The key is to do your research, and gain a
would. The same would go for senior full understanding of different cultures.
citizens, and any other demographic
you can think of. Remember that BET is a $3 billion dollar
company because they figured out how
There is no difference when it comes to to appeal to the African American mar-
marketing to minorities. There are an ket. Univision is also worth billions be-
estimated 50,000 web sites whose visi- cause they understand how to reach the
tors are primarily individuals who be-
1 Design your landing pages and cre- Hispanic market.
atives to have a multicultural theme.
long to a minority group. In addition,
For example, incorporate a collage of Combined there are over 70 million mi-
there are free services like ConnectPlat-
pictures of Blacks, Hispanics, Asians, norities in the United States who spend
form.com that are being used heavily to
Native Americans, and Whites. more than $2 trillion dollars annually.
create social networks specifically for
minority groups. Can you really afford to be missing out
2 Design different landing pages and on all those conversions?
Therefore, smart advertisers and net- creatives for each ethnic group.
works should be advocating the develop- This way, a publisher can choose Dante Lee is an affiliate marketer and the
ment of culture-specific landing pages which best fits their audience.
and creatives for their publishers. president/CEO of Diversity City Media - an
Consider this: Imagine you are a Chinese
award-winning marketing and public
Here are two ways to effectively reach female that visits a website for a car loan
this diverse audience with your affili- quote. When you get there, you see a pic- relations firm based in Columbus, Ohio. q
ate offers: ture of a group of white business men.
Becoming a Green
Affiliate Marketer
Mickey Collins takes a break from being an affiliate to enjoy the green
M
any affiliate marketers are eco- receiving, I have an account with Call- magazines, like FeedFront. ;-)
friendly by default, if they work Wave, where my faxes come in as
Use the once used paper in your posses-
from home for some or all of attachments via email.
sion as scrap paper. And those maga-
their work days. Not only does this limit the paper usage, zines… donate them to your local library
Cutting out the commute is a good start, but it also enables me to have a digital or send to your friends and associates.
but what else can you do to be a green archive of incoming and outgoing faxes.
affiliate marketer? And if you use lots of Post-its to remind
Don’t Be a Power Hog
yourself of things, switch to online If you’re leaving the office for a while,
Use Less Paper reminders via Microsoft Outlook Tasks, set your computer and other office ma-
Limit your printing and print double-sid- RememberTheMilk.com, or some other chines in power saving mode, or turn
ed when possible. Also, register for on- paper-free reminder system. them off.
line banking and pay bills online. You might not want to reboot the com-
If you need to send and receive faxes,
Reuse Your Paper puter every time, but it takes a second
you can easily cut down on paper. When Of course, sometimes you need to to turn off that monitor.
sending faxes, I typically scan and print things out, and you receive paper
This goes for your A/C and lights, too.
email the documents, and when in the mail. Plus, you have your favorite
Michael Buechele, 11|15 Media Amy Rodriguez, Affiliate Summit Jim Kukral, ScratchBack.com
Use Those Swirly Light Bulbs The identity theft prevention service life-
lock.com also gets your name removed
You know those funny looking light from pre-approved credit card and junk
bulbs? They are known as compact fluo- mail lists.
rescent light bulbs.
According to ENERGY STAR, a joint pro- You’re Green and Proud,
gram of the U.S. Environmental Protec- Shout It Out Loud
tion Agency and the U.S. Department of
Energy, ENERGY STAR qualified CFLs use Affiliate Summit would like to help you
about 75 percent less energy than stan- show off your Green Affiliate pride by
dard incandescent bulbs and last up to slapping a Green Affiliate sticker on your
10 times longer. laptop. Or your bike, monitor, fridge, etc.
These bulbs will save you some cash, This is a removable laptop sticker from
too. You can bank $30 or so in electricity Sticker Giant, so you can remove it at
costs over each bulb’s lifetime. any time without leaving gunk on your
computer.
Stop Throwing Stuff Out This offer is good for U.S. addresses only.
Don’t use paper plates and throwaway Request your free stickers at
coffee cups. You’re at home, so use your www.affiliatesummit.com/green.
real plates and cups. Clean and reuse,
instead of piling up the landfills. Shawn Collins is a Co-founder of Affiliate
And all of that junk mail? Check out Summit and Co-Editor-in-Chief of Feed- Scott Jangro, Jangro.com
stopjunk.com for instructions to get off Front Magazine. q
direct mailing lists.
Y
ou’ve just found a new offer you think you can profit before removing the network’s ads. A
from. You’re in a hurry, so you fill out the signup form, week after the publisher removed most
and click the checkbox that says you’ve read the Terms (but not all) of the network’s ads, they
of Service (TOS) or affiliate agreement, even though you didn’t. received a call from their account man-
Heck, there’s not going to be anything in there that affects you ager who reminded them about the 90-
anyway, right? day out clause.
The TOS That Bind
Wrong. Much to the publisher’s dismay, when
their commission check arrived, it was
Buried inside that legal agreement are clauses that may allow for 25% of the amount that they had
the company to withhold commissions you’ve earned, wait for earned. In addition to the 90-day out
months to pay you, force you to run ads for the company long clause mentioned above, the network’s
after you’d like to take them down, or make you liable for dam- TOS also included a clause enabling the
ages in lawsuits. network to withhold earnings for a pe-
riod of 2-months prior to any breach in
A few years ago, a merchant withheld commissions from a pub- the contract by the publisher
lisher because a page on the publisher’s site wound up as the
third listing in organic results for a search term associated with Clauses that directly affect earnings
the company’s product. aren’t necessarily the biggest problems,
either. Some “indemnification and hold
The clickable link in the search listing was the affiliate link in- harmless clauses” are potentially much
stead of a link to the page the listing described. The merchant more damaging.
denied payment as their TOS stated that affiliates would not be
paid for sales resulting from affiliate links contained within the Merchants and ad networks will advise
SERP’s. publishers that the purpose of indemni-
fication clauses is to provide self-protec-
In another case, a publisher discovered the hard way that tion in the event a publisher does some-
the TOS for a contextual ad network they were working with, thing that causes a lawsuit to transpire.
required publishers to give the network 90-days advanced notice
Unfortunately, that’s not how some of
those clauses actually read. In some cas-
es, such clauses are written to protect
the merchant or network from publish-
ers, even if the publisher has done noth-
ing wrong. Their goal is to indemnify
themselves from claims brought on by
third parties arising out of the publish-
er’s use of merchant’s or network’s ma-
terial.
Negotiate.
#LIENTS INCLUDE
$EPLOY IN A DAY
WITH EXISTING 52,S
The 10
Below is a listing of personal philoso-
phies that I follow each day in my role
as an affiliate manager.
4 Thou shall adhere to a
code of ethics.
Affiliate
Manager
Commandments
1 Thou shall
always be
accessible
ing industry magazines. Attend Affiliate
Summit and other gatherings to network
and visit affiliate marketing Web sites.
Take the initiative to educate yourself
Be available through about affiliate marketing and Web
different communica- marketing in general.
tion channels, includ-
ing email, phone, fo-
rums and Facebook.
If affiliates can’t get a
hold of you, chances
9Thou shalt not
remove affiliates for
low or no performance
are they will move on These affiliates have shown interest.
to your competition. Now it is your job to help get the ball
Ways Affiliate
Managers Should Be
Helping Publishers
Unique
ways to
help your
Then, use your beyond the basics to really help your
partners publishers.
I
f you really want to grow your affili- ate managers often get a bad rap for be-
ing incentivized for the wrong goals and Producers
ate program you need to start treat-
ing your affiliates as true strategic leaking out too many confidential affili- Think twice before you decide to kick
ate strategies. out partners just because they didn’t de-
partners. Good affiliates are in high de-
liver any clicks in the last thirty days.
mand. They have dozens of ways to
Your communications should be The email distribution cost savings is
monetize their traffic, including working only fractional to the potential that these
sincerely helpful yet prove that you
for your competitors. future partners could bring to the table.
have a product that’s worth their time
to promote. Focus on training your mid-level produc-
Affiliate Managers Should
ing to inactive partners on the best affili-
Be Super Affiliates Take the time to listen and learn your
ate marketing tips available.
Take the driver’s seat – put yourself into partner’s business model. Then prove
your publisher’s shoes. Prove that you that you’re reliable and honest with what If you really want to help your partners,
can be a super affiliate. you can bring to the table. then join the tribe. A real affiliate makes
for a better affiliate manager.
Build a test affiliate Web site in another Provide Unique Offers
niche to demonstrate you can get target- Your affiliate newsletter needs to stand
Brian Hawkins is a dedicated affiliate
ed traffic. Study which keywords, land- out in the publisher’s cluttered inbox.
Free trials, coupons and fresh creative manager of Pingo.com, a global calling
ing pages, creative, and ad copy actually
convert into sales. are nice but you need to go above and card provider. q
26 • www.feedfront.com • August2008
6º
By Zac Johnson
Six Degrees of
Affiliate Marketing
Ever wonder where you would be if talk with today. To this day, I can link a the time to speak with them, learn about
you hadn’t made that extra contact or great majority of my existing business their business and them personally.
connection? relationships to those first contacts I
made years ago. Most importantly, show respect to
If you’ve already been to a networking anyone you meet. You may just be
conference like Affiliate Summit and saw At one of my first speaking surprised who they are, who they
a speaker or person you wanted to talk engagements, I focused on social/ become, or better yet, whom they
with, you may already be very familiar business networking, and it’s importance might know.
with the situation. to success. To help make my point I
developed a slide that laid out a lineage Zac Johnson is President and CEO of
Right after the speaker has finished of how a few key people can really
their presentation, everyone rushes up change your life and business. MoneyReign Inc. q
to them and has their own questions to
Internet
So many events, so little time. which started in its current form
That was the pervasive feeling of in 1993, Internet Week will un-
doubtedly grow quick given the
Week
attendees at the first of its kind
“Internet Week,” held in New York level of moxie and motivation of
City June 3–10, 2008. the NYC tech crowd.
Takes
But beyond the parties and Highlights from the week includ-
revelry, the week provided leaders ed, the live Diggnation taping, The
in technology, media, marketing Mashable Exhibit Hall, The Tech-
Over
Set party at the Hotel Gansevoort,
New York
the convergence of traditional Webby Awards, and the New York
marketing and emerging media Software Industry Association
channels. (NYSIA) networking event.
Affiliates will have an opportunity to learn tips Discussion on the New York Affiliate Tax on the
and tricks about how to most effectively work with issues and solutions surrounding the new law.
ShareASale merchants.
lA
dam Riemer, Director of Marketing and Client
Leveraging Social Media Relations, Downtown Ecommerce Partners
Location: Harborview Ballroom 1 (Moderator)
Time: 1:30pm - 2:30pm lC
hris Henger, Group Product Manager,
(This Session is Open to Full Conference Pass Holders Only) Google Affiliate Network
This session helps affiliate marketers, networks and
l Kim Rodgers, Affiliate Manager, 4Checks.com
merchants recognize the power of adapting and
adopting social media platforms into their programs l Melanie Seery, Affiliate, NY Affiliate Voice
for increased traffic, conversions and profit.
lC
larke D. Walton, Internet Lawyer,
l Sam Harrelson, Publisher, CostPerNews
Walton Law Firm, P.C.
Monetize your Site with Amazon Associates
pepperjamNETWORK Education Clinic
Location: Harborview Ballroom 2
Location: Harborview Ballroom 2
Time: 1:30pm - 2:30pm
(This Session is Open to All Attendees)
Time: 3:00pm - 4:00pm
(This Session is Open to All Attendees)
The Amazon Associates program has helped affili-
ates monetize web properties for over 10 years. Hear Affiliates will have an opportunity to learn tips
from current Amazon Associates about how they and tricks about how to most effectively work with
drive revenue through their sites with Amazon. pepperjamNETWORK merchants.
Affiliate Summit 2008 West Audience Linkshare Corp., Gold Sponsor of Affiliate Summit 2008 East - Boston
lT
odd Crawford, Owner, ToddTalks.com
Anatomy of a Great Affiliate Program
(Moderator)
Session 2a
l Michael Jenkins, CEO/Founder, MarketLeverage
Location: Classroom A - Cityview
l Bob King, CEO, ClickBank Ballroom
l Don Mathis, President, Epic Advertising Time: 1:30pm - 2:30pm
(This Session is Open to Full Conference Pass Holders Only)
lA
leck Schleider, Vice President of Marketing,
AOL’s Platform-A division Panel of affiliates discuss the good and bad aspects
of affiliate programs and how to structure the most
Content That Kills attractive affiliate program.
Session 1b
lH
eather Paulson, President,
Location: Classroom B - Amphitheater Paulson Management Group (Moderator)
Content is king and you need to have compelling l Ian Fernando, Founder, IANternet Media, LLC
content that draws people in. This session focuses
l Daniel Gray, Owner, geekbooks
on strategies for developing and creative killer
content that can’t be ignored.
lL
isa Picarille, Publisher & Editor-in-Chief,
Revenue Magazine (Moderator)
lA
ngel Djambazov, OPM,
Custom Tailored Marketing
Location: Classroom A
- Cityview Ballroom
Time: 3:00pm - 4:00pm
(This Session is Open to Full Conference Pass Holders Only)
Compliance. It’s More Than a Buzz Word l Tim Ash, President, SiteTuners.com
Session 2b
How is Social Media Changing Affiliate
Location: Classroom B - Amphitheater
Time: 1:30pm - 2:30pm
(This Session is Open to Full Conference Pass Holders Only)
lS
teven S. Richter, President, Media Breakaway,
LLC (Moderator)
lS
anj Goyle, Senior Director of Lead Generation,
Yahoo, Inc.
lR
ebecca Madigan, Andrew Wee, Nexus Concepts and Julia Stead, Share Results
Performance Marketing Alliance
lC
hris Brogan, VP Strategy & Technology,
PPC Super Affiliate Strategies
CrossTech Media YOU MUST Know
Session 4b
l Rob Key, CEO, Converseon
Location: Classroom B - Amphitheater
l Brian Solis, President, FutureWorks PR, Inc., PR 2.0
Time: 4:30pm - 5:30pm
Legal 2.0: Hot Topics in Affiliate (This Session is Open to Full Conference Pass Holders Only)
Marketing
Super Affiliate Amit Mehta reveals little known
Session 3c
techniques and strategies he uses to drive massive
volume and generated large revenues via PPC
Location: Classroom C - Harborview
affiliate marketing.
Ballroom
Time: 3:00pm - 4:00pm l Amit Mehta, Founder, SuperAffiliateMindset.com
(This Session is Open to Full Conference Pass Holders Only)
The Ten Hottest Strategies for Internet
Legal experts and regulators map out the legal Marketing
minefields of affiliate marketing providing critical Session 4c
updates on advertising and online marketing law
plus FTC and state enforcement actions. Location: Classroom C - Harborview
Ballroom
lL
eonard L. Gordon, Regional Director, Federal
Trade Commission Time: 4:30pm - 5:30pm
(This Session is Open to Full Conference Pass Holders Only)
l J effrey Greenbaum, Partner, Frankfurt Kurnit
Klein & Selz, PC Discover top affiliate trends, what’s working for
business, how to build your personal brand. Explore
lW
ill Haselden, Founder, Chief - Cyberfraud the best Web 2.0 tools, social media, conversion,
Section, Office of the Attorney General, long tail, video, podcasts and virtual worlds.
State of Florida
l Jay Berkowitz, CEO, Ten Golden Rules
l Bennet Kelley, Founder, Internet Law Center
Malaika Schmidt and Amy Sheridan - Blue Phoenix Media, Inc. Affiliate Summit 2008 West Keynote Audience
Ask the Experts will be an opportunity for mer- The Future of Performance Marketing
chants, networks and affiliates to ask questions Session 5a
about various specialties and issues.
Location: Classroom A -
Handpicked experts will handle topics in their
Cityview Ballroom
specialty, and conduct chats, answer questions
and share opinions during this networking and Time: 11:00am - 12:00pm
education session. (This Session is Open to Full Conference Pass Holders Only)
lC
ontent Driven SEO - Byron White, President, Industry leaders will explore the performance mar-
LifeTips.com keting landscape and what the future holds. Who will
lead the growth as the industry matures? Publishers?
lC
reating Search Partnerships with Top Super
Networks? Google? Who will acquire who?
Affiliates - Karen White, Vice President of Business
Development & Marketing, Partner Fusion, Inc lS
tephanie Gay, Director, External Channels,
American Express
lE
mail Marketing - William Waggoner,
Vice President, AAW Marketing, LLC lC
hris Kramer, Co-Founder & Media Director, NE-
Texponent
lG
oogle Radio and Print Ads - Holly Preuss, lK
im Riedell, Vice President, Client Development-
Principal, Granular Solutions East, Commission Junction
lG
rowing a Blog - Zac Johnson, President / CEO, l Steve Schaffer, Founder & CEO, Vertive, Inc.
MoneyReign Inc.
Web 2.0 for Affiliates
lM
aking the Most of Your Leads - Christian Session 5b
Habermann, SVP Business Development,
Consumer United Location: Classroom B - Amphitheater
lM
obile Internet - Peter Glaeser, Online Time: 11:00am - 12:00pm
Entrepreneur, AffiliateTracking.de (This Session is Open to Full Conference Pass Holders Only)
l Online Video - Craig Gordon, President, WebPeople You will quickly be left behind if Web 2.0 strate-
gies are not part of your overall marketing blueprint.
lS
trategies to Drive Mass Traffic - Carlos Garcia, How are affiliate marketers using these new kinds of
Vice-President, TrafficTactics media and what impacts are they having?
Luncheon
Location: Exhibit Hall Area -
Commonwealth Complex
Time: 12:00pm - 1:30pm
(Lunch is Open to Full Conference Pass Holders Only)
lL
isa Riolo, Founder, lC
huck Hamrick, Affiliate Manager,
Hammock Ventures (Moderator) affiliateCREW.com (Moderator)
l Adam Gilad, CEO, Gilad Creative Media, Inc l Connie Berg, CEO, FlamingoWorld.com, LLC
lB
eth Kirsch, VP of Online Marketing, CallWave Affiliate sites will be examined live and suggestions
(Moderator) for improvement will be provided.
Justine Ezarik aka iJustine rides a Segway at Affiliate Summit 2008 West
Chris Brogan
Chris Brogan uses social media
and technology to build digital
relationships for businesses,
organizations, and individuals. He has
merged his experience in technology
(enterprise IT and wireless telephony)
with his passion for social media,
such that he’s showing organizations
how to use these tools inside the
firewall, as well as to build authentic
conversations between coworkers,
customers, and even competitors, and
demonstrating how these tools drive
business. Chris is Vice President of
Strategy & Technology at CrossTech
Media, an integrated marketing
and events company. He blogs at
chrisbrogan.com.
ABW and ArkNetMedia Attendees
Kim Riedell
Holly Preuss As Commission Junction’s vice president of client
Holly Preuss has been a leader in Internet marketing and development, Kim Riedell oversees the East Coast
technology for nearly a decade. She began her Internet career account management teams that service advertisers
in 1998 at QVC managing QVC.com. In 1999, she joined Grey and publishers. Her primary focus is ensuring that
Advertising, first as a member of the KPE division, where she Commission Junction drives profitable relationships
helped launch www.beauty.com and then with Grey Direct between advertisers and publishers that contribute to
where she managed the online creative production team. sustained, year-over-year revenue growth for their affiliate
In 2001, Holly joined L’Oreal, where she led the launch of marketing programs. Kim’s 15 years of experience include
many of their beauty sites. In 2004, she moved to the Seattle sales, marketing and account management roles at Hyatt,
area to work with Amazon.com’s business development Sysco, MCI, MCIWorldCom, Lightbridge and Student
team. Leveraging her broad base of experience in the online Advantage. She has a bachelor’s degree in communications
marketing arena, Holly then joined Barnes & Noble.com from the University of New Hampshire and, when she’s
where she led their affiliate network, search engine marketing not busy with her MBA classes at Simmons School of
team and shopping comparison site relationships. In 2006, Management, she loves active sports such as running,
Holly launched Granular Solutions and currently manages skiing and chasing her three-year-old twins. To learn
marketing for clients in the retail ecommerce world and for more about Commission Junction, go to www.cj.com.
other more specialized businesses such as spas, multimedia
production companies as well as television program
promotion sites.
Adam Riemer
Adam is the Director of Marketing for
Downtown Ecommerce Partners (DEP).
Adam has over 10 years of online
marketing experience and is the trusted
source for Strategy, Campaign Creation
& Execution for companies from the
Fortune 500 to Mom & Pop Shops.
Adam has spoken and been booked
on panels internationally at various
conferences & events. Some of the
topics he has spoken on, and some of
the services he can offer your company
include; Affiliate Marketing, PPC, SEO,
CSEs, Email Optimization, Channel
Development, Sales Funneling, Online
Strategy & more. Prior to working at
DEP, Adam worked in house at various
Inc. 500 companies. He played a key role
Andy Rodriguez Consulting Staff
in the strategy & the implementation of
their campaigns helping them grow into
multi-million dollar corporations. Adam ethics, industry knowledge and open communications
would like to invite you to join his managed programs with affiliate partners. Andy was credited with the revival
including: Eastern Mountain Sports, VideoSpokesModel. of the TigerDirect affiliate program, ChecksUnlimited
com, myPartner.com, PowerThin Phase II. For a full and dozens of others in the last 8 years. On July 2005 he
client list, please contact him for more information. created the one of a kind, highly popular “Affiliate Manager
Certification Seminar” which he runs twice a year. Andy and
his team are also responsible for the phenomenal growth
Lisa Riolo of the Ticketmaster program on the new buy.at network in
Lisa Riolo has long been active within the online marketing the US. Andy lives in Miami, Fl with his wife, 2 kids, a beagle
community and remains committed to its continued growth. and his Golden Retriever.
Best known for her work at Commission Junction, Lisa was
SVP of Business Development and specialized in driving
revenue for the company and its clients. As a business
Kim Rowley
consultant, Lisa focuses on helping business leaders and Kim Rowley has been in the affiliate marketing space for
their organizations transform potential into prosperity. In over a decade and is the founder of Key Internet Marketing,
addition to her contributions at Commission Junction, Lisa Inc. (KIMarketing.com) What originally began with just a
held management positions at Peet’s Coffee & Tea and Bank coupon code site, ShoppingBookmarks.com, has now grown
of America. She holds a bachelor’s degree in psychology into a multitude of growing websites, e-newsletters and
from Claremont McKenna College. Lisa regularly speaks blogs. Kim lives in the middle of nowhere (aka Nebraska)
at online marketing events, including Ad:Tech, Search with her four children and has yet to miss one Affiliate
Engine Strategies, and DMA conferences. Additionally, you Summit!
may have seen her name in print as she is often quoted in
industry publications. Lisa is “LinkedIn” and a member of the Steve Schaffer
Facebook group “Support our Firefighters.” Steve Schaffer is a seasoned Internet strategy and search
engine marketing professional with more than 20 years of
Kim Rodgers growth and success at start-ups and established companies.
Kim Rodgers manages the 4Checks.com affiliate program, Schaffer founded Vertive in 2002 and the Company is
which was voted Best Affiliate Program and Most Improved now a leading performance marketing company and a
Affiliate Program (ABestWeb, 2007). top affiliate for over 25 advertisers. Vertive works as a
trusted partner through leading affiliate programs and on
a direct basis. Vertive publishers websites and promotes
Andy Rodriguez partners products and services on the websites it builds.
Andy Rodriguez is no stranger to the sales and marketing The company primarily uses search engine marketing (PPC
world. From his career in print and online advertising to & SEO) to drive qualified traffic, leads, sales, and, ultimately,
his relentless and eager sales approach, Andy has always profitable transactions. Prior to founding Vertive, Steve
had the right formula for success. Andy has ventured into had senior management and product management roles
the consultation field where he can expand and share at Internet and consumer software companies including
his knowledge of affiliate marketing with the rest of the eRegCard, DayMaker, Power Up, and Symantec. He is
industry. His formula for growing an affiliate program a graduate of The University of Texas at Austin with a
is extensive and complex; combining elements of trust, Bachelor of Business Administration in Finance.
William Waggoner
Bill Waggoner is one of the foremost experts on mail systems
and network consultation. Some of today’s top firms seek
out Bill’s knowledge and expertise on network optimization,
marketing trends, ad placement, and many other business
needs. With over 15 years of hands on experience and his
pivotal involvement in the FTC’s CAN SPAM hearings, Bill has
proven that he is on the leading edge of modern networking
and marketing systems.
Clarke D. Walton
Clarke Douglas Walton is an Internet lawyer. Clarke combines
his formal legal training with his experience as an Internet
entrepreneur in order to advise and counsel website owners
regarding cutting edge online legal issues. Clarke financed his
law school education as an Internet affiliate, selling video game
accessories online. Before founding Walton Law Firm, Clarke
was a managing executive at Submit Express, one of the original
search engine optimization companies, founded in 1998. Today,
Clarke operates several legal websites including My Trademark
Registration, an online service dedicated to helping business
owners with the federal trademark registration process. Clarke
earned his law degree, with honors, from the William S. Boyd
School of Law at University of Nevada-Las Vegas. He earned
his B.S. degree from Pepperdine University. Clarke is a member
of the Nevada Bar, International Trademark Association, and
American Intellectual Property Law Association.
Tris Hussey
Byron White
in Inc. Magazine, Adweek, The Boston Globe, The Boston
Byron White is the President and Founder of LifeTips.com,
Business Journal, The Wall Street Journal and numerous other
a company that offers content solutions and SEO services
publications.
to 300+ clients including AOL, BizRate, Buy.com, Capital
One, Champion, Dunlop Tire, Dirt Devil, FTD, H&R Block,
LowerMyBills, Merck and NBC. Byron founded LifeTips in Karen White
1999, his second successful startup. He speaks at the Search As Vice President of Business Development & Marketing for
Marketing conferences and co-hosts the weekly LifeTips show Partner Fusion, Inc, Karen White’s role is to develop new
at WebMasterRadio.FM. And his success is well documented agency accounts and oversee the strategic development
and execution of all client marketing
initiatives. Partner Fusion is a full
service interactive agency that utilizes
a relationship driven approach to
helping brands build new performance-
based marketing channels in search,
affiliate, and lead generation. The
company enjoys working with both
existing affiliate programs and
Advertisers new to performance
marketing. Prior to joining Partner
Fusion, Karen was the Affiliate Program
Manager for Wynn Las Vegas, where
she was responsible for generating over
$12 million in sales revenue during
Wynn’s inaugural year, and received
the 2006 Commission Junction “People
Horizon Award” for her excellence in
affiliate program management. She
currently acts as principal strategist
for agency accounts such as Qwest
Communications, The Blue Man Group,
Affiliate Summit 2008 West - Round Table Discussions
TaxBrain, and Vintage Kids.
R
ecruiting new affiliates isn’t easy. Identifying and Contacting
Prospective Affiliates
If you are a new affiliate manager
(AM) or outsourced program To locate potential affiliates, start with
manager (OPM) for an existing affiliate organically ranked sites and learn how
program, you have your work cut out to identify an affiliate link.
for you. Research the paid search advertisers;
Chuck Hamrick, Affiliate Manager for affiliateCREW.com
Your first objective should be to target refrain from clicking their links as they
all of the top performers in the network, have to pay for that. Rather, copy their
as these affiliates will have the greatest URL to the address bar.
potential. Email recruiting can be effective, but be
sure to follow the best practices.
Help Affiliates Find You
It is imperative that your affiliate Affiliates are constantly solicited via
program is able to be found via search email by affiliate managers. You must
and is in the footer of your merchant stand out.
site. Affiliates seldom waste time on
Your subject line is the single
unknown programs and will research
most important element of the
before they engage.
communication. Ensure that the
You should have a well-written pitch message is short and to the point,
page for the merchant. Spend the money denoting specific benefits to both the
to do an online press release that points affiliate and the consumer.
Affiliate
Recruitment
Strategies
Enhancing Your
Customer Service
Practices After years of consulting merchants on
best practices for developing strong,
profitable affiliate programs, I have
found that merchants sometimes fail to
see the importance of implementing strong
Below are three customer service practices to consider
customer service practices to better
that can impact your affiliate program.
support their affiliate program.
Merchants,
Bring On
the Videos
Psstt…hey, merchant! Yes, you. The one with
the great products and good conversion
rates but no videos, yet.
I
’m talking to you. And I am quite that important. Affiliates will find the video yourself. That has been
certain that I am not the only one ways to work with YouTube, Qoof, done for years. I want your video
trying to get your attention. or whatever you give us. If we can to put on my own site where I know
embed the video with our affiliate that my visitors will watch it and
Although I actively post my own links it is all the better, but it is want to click the affiliate links.
how-to and product demonstration not necessary.
videos on my site, it is always good If the video is available on your
when I can give my visitors a variety Some of the merchants who are site, give me a way to embed it
of videos. This includes videos made ahead of the curve are giving us a on my site.
directly by the merchants. variety of options. For my visitors
who like instructional videos, I Merchants, if you share our vision
The merchants are the ones with love the Sephora how-to videos on for the use of video in affiliate
all of the products on hand and the YouTube that show everything from marketing and choose to make
knowledge about how to use them. how to get the “cat eye” look to videos for affiliates; we will find
which waterproof makeup works. ways to use them. Well-placed
The number of merchants with merchant videos can be the key
videos available for affiliates right For general sales, products like the to success for all of us in the
now is incredibly small, compared Little Giant Ladder come across upcoming holiday shopping season.
to the number of overall merchants. much better in their Avantlink
Less than 1% of the merchants I’m videos than in any banner or text Tricia Meyer is the owner of loyalty
currently promoting offer video to links I could put up. site Sunshine Rewards. See her mix of
use in my marketing efforts.
What doesn’t help me is a link from videos at http://www.SunshineRewards.
The format of the video is not all my site to your site where you show com/videoblog q
V
Put
alue-driven information about Now, I’m fired up to do affiliate
the product is the secret marketing based on my experience–
ingredient that helps some blogging, photo galleries, videos,
affiliates deliver quality results and articles, and reviews.
bigger commissions. By forging the
link between the consumer and the See, marketing isn’t hard–you simply
promote things, places, services you
product, smart affiliates help create
long-term value and profitable
partnerships.
Marketing love, need, or seek (or you do a really
good job of pretending).
Affiliate
Groove
examples of super-affiliates who
Building valuable content that drives
put marketing back into affiliate
results takes effort. Don’t waste
marketing.
I don’t own a Flip. But if and missing in Google loves finding real content,
when I do, I’ll certainly credit that and will reward you with traffic
purchase to one man: Jim. Now affiliate when it sees lots of unique valuable
information.
here is an example of a true affiliate marketing
MARKETER.
–the marketing! Google can be an affiliate’s best, or
worst, friend. Help the consumer
He has created many sites
such as thedailyflip.com and imagine themselves using the
onlinevideotoolkit.com, written product. Go crazy, the possibilities
hundreds of posts, and posted tons are endless.
of videos all about the Flip camera.
As Kevin Webster of 72kilowatts.com
He is marketing their product recently wrote in a related ABestWeb
because he either really believes in it Forum post, “What have YOU done
– or does a very good job pretending to put value into a click today?”
that he does.
Remember, the way to put marketing
back into affiliate marketing is to
Real Stories Versus Spam be great at creating relevant content
I recently took a trip to Hawaii. that actually sells the products you
I stayed at the Hilton Hawaiian feature. It’s the smartest way to
Village on Waikiki, enjoyed local become a part of the super affiliate
Jim Kukral, Flip Camera Evangelist
THE
COUP
CODE ON
DILE
MMA
E
verybody loves a
coupon. Consumers love
a deal. Affiliates love to offer their
visitors something extra to help close the
sale. Merchants may see higher conver-
sion from those with a promotion and
can also use the codes to track activity
channels. So what is the
solution?
But these little codes can cause problems.
The big empty coupon code field in the First understand the
checkout process screams to a buyer who situation. Monitor
is without a coupon and ready to buy, and measure your
“Hey, you’re paying too much!” visitor behavior.
One merchant used
What was likely a conversion has poten- analytics to figure
tially resulted in a lost sale as the con- out what percentage of their visitors less likely to leave a coupon-less visitor
sumer seeks a coupon code. were leaving to find a coupon code and feeling like they’re missing out.
return through a different affiliate URL.
If the buyer comes back with a coupon, The merchant above couldn’t eliminate
the merchant got a sale but just gave More than 10% of their visitors were go- the coupon field because other groups
away money. If the coupon search was ing away and coming back though a dif- need it to track promotions. They got
unsuccessful, the consumer is annoyed ferent affiliate link or through an affiliate creative and customized the tracking
by the perception of overpaying or they link when they hadn’t come through one and commission structures in their
simply move on to a competitor. in the first place. program to more equitably compensate
their affiliates.
Each scenario likely results in a lost com- A solution is to eliminate the empty
mission for the initial affiliate. Whether coupon field. However, a merchant who This isn’t to say that “coupon affiliates”
the buyer found a coupon or not, that offers coupons obviously needs a way are bad. Clearly there’s a huge audience
search sent them through other affiliate for redemption. Technologies exist that of consumers who love to get a deal.
sites where the user likely clicked a link. allow the code to be embedded in the But not every shopper is a coupon user
link, so the discount is automatic. and not every affiliate wants to promote
Last in wins. The coupon affiliate gets a
coupons.
Alternatively, language that doesn’t leave
quick sale. The first affiliate gets nothing.
the visitor feeling like they’re missing What value are you getting from your af-
I’ve heard the argument, “offer your users out can lower the rate at which users
filiates and are they getting compensated
a coupon”. We do that sometimes, but we go off chasing down coupons. A big
equitably?
have visitors who aren’t necessarily inter- empty field labeled “Coupon Code?” or
ested in using a coupon, so why give away “Discount?” begs the user to go hunting.
Scott Jangro is a long-time online pub-
money? And once they recognize that
there’s a deal to be had, what’s to stop A field labeled “Referral code” or lisher and affiliate marketer. Learn more
the buyer from looking for a better one? “Promotion” is more ambiguous and about him at his blog at jangro.com. q