I've just blogged about last week's A4Uexpo 2008 held in London well here is the uploaded presentation I ran with Daniel Powel (Head of Account Management, CJ) and Chris King (Head of Affiliates, BT).
Introduced and chaired by Dan, Chris kicked off the hour with his tips and techniques to please your sales and marketing director with his experiences whilst running the BT affiliate marketing programme including an aggressive stance to PPC and ensuring they own the "broadband" keyword terms - whether themselves or their affiliates. He went on to speak about how he has modelled affiliates internally at BT using his "Heinekein Affect".
Chris then passed the baton over to myself were I spoke about techniques to guarantee buy in from your finance director, especially in todays recession climate - tips on how to articulate the reduced risk of this channel but ensuring you have set the correct strategies to scale your programme post launch, set a budget but allow this to grow!
I also discuss how you can utilise certain affiliate models such as the voucher and deal sites to sell or merchandise certain offers on your site you do not necessarily want on your homepage, or managinng communication with voucher or discount sites to drive volume to either hot products or those unsold in your warehouse.
The end of my session was advice and techniques to achieve buy in for the Creative Directors. I explained the story of how asseenonscreen.com or more commonly now known as ASOS.com built its business and brand via affiliate marketing and understanding the ways to build a similar brand with this channel and the reach affiliate marketing can generate to your site and company - with a great screenshot from Google Trends with visitor numbers from a popular voucher code site and a deptartment store not currently undertaking in affiliate marketing - the graph speaks for itself.
I hope you enjoy the virtual presentation, especially for those who could not attend A4Uexpo. Any questions or comments please feel free to add below and I'll reply.