Podcast: Download (Duration: 46:41 — 42.7MB) | Embed
Join Merchant ABCs hosts Vinny O’Hare and Deborah Carney as they discuss how Jeff Grill, Vice President, Marketing at Mimeo.com decided to start their affiliate program and the steps they took to find the right fit for a network and an OPM (Outsourced Program Manager). We discussed the following:
OPM Selection/Starting a New Program – Merchant View:
1. Preparation
- Documented recruitment and revenue goals
- Affiliate ready website in terms of conversion rates
- Product margins that will allow all parties to make money
- Internal program support
- Familiarity with the Tax Nexus issue and implications for your business
- Get educated – attend affiliate summit, listen to podcasts
- Ask question in the affiliate groups on LinkedIn
2. OPM or no OPM
- Internal resource availability
- Margin allowance of your product or service
- Expertise in starting a program
3. Network, no network and OPM Selection
- Self hosted or network solution
- Networks such as CJ offer OPM services (pro/con)
- It pays to research networks and OPM’s concurrently (OPM expertise with specific networks)
3. Selection Criteria
Networks:
- Similar Merchants to your product/service and their success
- Fees, Commissions
- A la carte pricing
- Support
- Geographic Reach
- Policies regarding coupon sites etc.
- Publisher access
OPM:
- Experience with specific networks
- Familiarity with your product/service (also consumer, B to B)
- Case studies
- Track Record
- Team Chemistry/who will work on your specific business
- % of recruitment time allotted to your business
- Reporting/frequency
- Industry reputation/awards
- Fee Structure (monthly, % of revenue)
- Access to merchant/publisher events
- Documented process
- Recruitment approach (coupon sites etc.)
4. Final Selection
- Should be clear after going through above
- 3 month process
- 1 month setup prior to launch
5. About the Mimeo.com program
- Who we are
- What we offer
- Program Structure
Find us on Twitter:
Jeff Grill
Vinny O’Hare
Deborah Carney (a.k.a. Loxly)
Merchant ABCs
Geekcast.fm
