Workshop:
Advertiser’s Crash Course in Affiliate Marketing
Instructor:
Geno Prussakov
Conference chair
Affiliate Management Days
Date: May 12, 2014
Time: 1:00pm- 4:30pm; break at 2:30pm
Target audience: Advertisers/merchants, CMOs, Affiliate Managers, Independent Consultants
Experience level: Beginner & Intermediate
DESCRIPTION:
Nearly every retailer on the Internet Retailers’ Top 500 list has an affiliate marketing program. It isn’t unusual to see as much as 60% of an online advertiser’s sales driven in by affiliates. Whether you are looking for sales, leads, phone calls, or any other kind of performance, affiliate marketing is a powerful tool you should not overlook.
In this interactive and case study based half-day workshop, Geno Prussakov will provide a “true crash course” to Affiliate Marketing 101. Geno, who has conducted such workshops for the American Marketing Association in DC, Baltimore, and internationally, will walk you through the entire process of researching, setting up, launching, managing, and building an affiliate marketing program for your business. You’ll start your day learning how and walk away with all the tools and knowledge necessary to make your affiliate program a success.
We’ll cover:
THE BASICS
- Definitions
- Size of the industry
- What affiliates are not
- Types of affiliates
- Universality of affiliate marketing
- Payment models
- Reversals and the notion of “qualified” referral
- Notion of “locking period”
AFFILIATE PROGRAM SETUP
- Platforms (in-house, affiliate networks, etc)
- Management (in-house or outsourced; most networks won’t manage it by default)
- Competitive intelligence (prior to setup and determining terms; and ongoing)
- Commission/payout, cookie life, incentives, locking period
- Creatives
- Program policies (TOS)
- Program bio, email templates
- Launch and announcement
AFFILIATE MANAGEMENT
- 5 pillars of affiliate program management
- Recruitment: basics, tools
- Activation: ideas
- Policing: tools
- Communication: importance, frequency
- Optimization (via competitive intelligence, replicating own successes, co-branded pages, etc.)
- Continuous self-education
