The Complete Guide to Sales Force Incentive Compensation by Zoltners, Sinha and Lorimer equates “incremental sales” with “salesperson sales” or “those sales that require sales force effort” (pp.
Such an approach perfectly fits the affiliate marketing context. In the framework of affiliate programs, advertisers often analyze affiliate performance looking at it through the prism of incrementality. Are affiliates driving new business or those that would have occurred without their involvement anyway?
In preparation for Affiliate Management Days SF 2014, I have recently interviewed Chuck Hamrick, a well-known affiliate marketing veteran who will speak at AM Days for his first time in two weeks, and asked him: “With the vast majority of merchants interested in having their affiliate programs drive truly incremental business, what types of affiliates you would recommend they recruit, and why?” Chuck replied:
My preference is a mix and it takes time to recruit productive affiliates to your program and get them active.
Partner with 1-2 PPC affiliates who “bid the gap” for your merchant, finding terms they missed. Pick 5-10 coupon/deal sites that are responsive to getting your ads up quickly and taking them down when expired. Content/Review sites are great and will need content/videos. Bloggers have low conversion so you need a bunch. Offer samples for reviews.
Datafeed/price comparison needs a detailed datafeed with sales price (often left out). Partner with a few loyalty but insure they are not using software to hijack others sales. Specialty affiliates can be tested such as email marketers, contextual, third party tool sites, cart abandonment, social. Be open minded as affiliates are the R&D arm of online marketing. When in doubt, talk to the affiliate directly.
Back in 2012, when holding our second conference (in Fort Lauderdale, FL) we introduced a different way to network over lunches. Since then, at Affiliate Management Days we don’t just consume food over lunch, but also soak up knowledge and expertise that fellow digital marketers bring to the table (both literally and figuratively speaking).
We call them Birds-of-a-Feather Lunch Discussions. Several round tables, with signs designating the topics to be discussed at the table, are spread around the lunch room. Every attendee is free choose whether to stay at the same table and dig deeper, or move between different tables to explore new topics and meet new people.
If you have any suggestions or ideas on other (or further refined) topics for these lunch discussions, I would really appreciate you chiming in with them via the “Comments” area below. Otherwise, I hope to see you in San Francisco in 18 days! There’s still time to register.
As registrations for our March 19-20 2014 San Francisco conference continue to rise, I am pleased to notice that besides SMBs, multiple blue chip companies are also sending their digital marketing teams to AM Days. Such has been the case since our very first show in 2012, but our 2014 U.S. conference is set to have the largest concentration of top brands we’ve ever had.
I have hand-picked twenty to showcase today. Out of the top brands that have already registered, here are just a few of the ones you can expect to network with (the list is merely alphabetical):
First of all, let me announce and welcome the newest sponsor of AM Days SF 2014 — The Search Monitor. They have exhibited at the show several times in the past, and it is good to see them return again.
Here is their “elevator pitch” and description:
Looking for a competitive edge in your search and affiliate marketing? The Search Monitor® provides real-time competitive intelligence to monitor brand and trademark use, affiliate compliance, and competitive advertisers on paid search, organic search, local search, social media, mobile, and shopping engines worldwide.
Hundreds of interactive agencies, search marketers, and affiliate marketers use The Search Monitor to track ad rank, ad copy, keyword reach, click rates and CPCs, monthly ad spend, market share, trademark use, and affiliate activity. The Search Monitor provides the most precise data possible through hourly crawling from thousands of global IP addresses, advanced algorithms, and an exclusive comScore® data partnership. All data are available through easy-to-use web-based reports and automatic alerts that are customizable for your vertical. [source]
There are limited sponsorship/exhibit opportunities remaining. In fact, we are now down to just one Table Top left! Of course, there are also other opportunities (Wi-Fi sponsorship, lunch sponsorship, seat drops, badge inserts, etc) but if you are interested in exhibiting you want to contact Paul Gillis ASAP.
Today is the very last chance to save as much as £500.00 on our May 13-14, 2014 conference in London! You may view the show’s agenda here, and register here joining TripAdvisor, PhotoBox, Top CashBack and other brands who have already taken advantage of these deeply-discounted AM Days passes.
As you can see below, the Super Early Bird registration period ends today and these great rates aren’t coming back.
On Day 2 Rachel Hirsch of Ifrah PLLC will speak on affiliate compliance and “how companies and their affiliates can mitigate exposure to liability both from the FTC and from private litigants instituting class actions” [more here]. Additionally, they have also come aboard as the show’s sponsor.
Here is more on Ifrah Law in their own words:
Ifrah PLLC is a Washington, D.C.-based law firm, focusing its practice on representing businesses and individuals in legal disputes and government investigations involving Internet advertising and marketing. Through its extensive experience, the firm has successfully represented companies targeted by FTC investigations and by state attorneys general for matters relating to allegedly false or deceptive advertising. Ifrah PLLC also counsels companies on how to ensure that their websites and affiliate programs comply with FTC guidelines to avoid government scrutiny. When faced with critical legal matters, clients turn to the team at Ifrah Law for strategic and effective solutions and our our ability to effectively manage, navigate and negotiate government investigations and high stakes civil suits.
eBay Enterprise Affiliate Network (formerly PepperJam Exchange) is known throughout the affiliate marketing industry for their high-touch services combined with unmatched results. Leveraging exclusive distribution, innovative solutions and strategic thought leadership in performance marketing, we build solutions for advertisers that bridge affiliate marketing with online, offline, mobile and social attribution.
With the ability to support both US and international currency, eBay Enterprise Affiliate Network empowers advertisers to expand their global footprint for international success. [source]
Thank you for your support, eBay Enterprise, and looking forward to seeing you at the AM Days San Francisco 2014!
Exactly a month from now (on March 18, 2014) in San Francisco I will be running the first affiliate program management workshop to be held as a part of the Affiliate Management Days show.
This seminar will be perfect for those who are looking for introductory/beginner level knowledge on affiliate marketing and how to effectively use an affiliate program in your online marketing mix. We will start the half-day workshop from exploring the industry of affiliate marketing, going into the key elements of affiliate programs, and learning how we can set up, launch, and then build a successful affiliate program.
During the “deep dive” part of the workshop I will cover what I call “the five pillars of affiliate program management.” More about them in the video below:
You can expect to come away equipped with tools and techniques to help you not only create a solid affiliate program, but also tackle affiliate recruitment, activation of stagnant affiliates, policing everyone’s compliance with your policies, supporting the communication channel, optimizing your program, streamlining all of the key processes.
If you are a beginning affiliate manager or a merchant/advertiser contemplating utilizing affiliate marketing to promote your businesses, products or services (through affiliates), let the workshop set the stage for the higher level material which we will cover during the two-day conference to follow.
For their first time ever, ClickBank has joined Affiliate Management Days as a Silver Sponsor.
I would like to hereby thank them for their support, welcome them aboard, and bring you a bit more information about ClickBank:
ClickBank is all about helping entrepreneurs worldwide reach their financial goals. By combining its digital commerce & marketing platform with its global marketing network, ClickBank has helped hundreds of thousands of entrepreneurs create, manage & sell digital products (e-books, how-to videos, audiobooks). From getting in shape & dating advice to learning how to start a business, ClickBank’s digital products are some of the hottest selling products online, which is why ClickBank consistently ranks as one of the most highly trafficked e-commerce platform with 30,000 digital transactions per day across 190 countries. [source]
Once again, thank you for your support, ClickBank! See you in San Francisco in 1 month and 2 days!!
For prospective sponsors, we still have a some sponsorship and exhibit opportunities available. You may view the options here and email Paul if you are interested in any of them. With the show coming up in just about 4 weeks, you want to contact him soon.
It was exciting to learn of their new product, cupCAKE, last month at Affiliate Summit. It is even more exciting to welcome CAKE aboard as the newest sponsor and exhibitor at our upcoming American Affiliate Management Days conference. This is going to be their first time exhibiting at the show, and needless to underscore now special first times always are. For everyone involved!
If you haven’t heard of CAKE before, they have been around for some time (founded in 2007), and here’s how they themselves describe what they offer:
CAKE is a marketing technology company providing a comprehensive enterprise suite of innovative business intelligence tools for the performance marketing industry. The company has also now launched cupCAKE, an affordable solution for small and medium sized affiliate marketers.
The CAKE SaaS proprietary marketing platforms are used by the world’s leading companies and the world’s largest customer-base of enterprise affiliate marketing networks and merchants. CAKE’s solutions are based on reliable, feature rich technology and are bolstered by the industry’s leading customer service and top tier technology partners — assuring the highest level of uptime. [source]
Welcome aboard, CAKE! Looking forward to seeing you at your first AM Days next month!!
For prospective sponsors, we still have a couple of exhibit opportunities available. You may see the sponsorships options here and let Paul know you’re interested in any of them. With the show coming up in just 4.5 weeks, you want to contact him soon.