This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Performance events are happening higher in the funnel than the sale and lead activities that most affiliate marketers focus on. Learn the trickle down value of these early-funnel activities.
Recognizing Performance Occurring Higher in the Funnel
1. R E C O G N I Z I N G
P E R F O R M A N C E
H I G H E R I N
T H E F U N N E L
R A C H E L H O N O W A Y
C E O , F M T C
F R E S H P R E S S M E D I A I N F L U E N C E R M A R K E T P L A C E
7. T Y P ES OF
A WARE NES S
Awareness of a Product
- I know that there are
products that meet my need
- I know this product meets
my need
Awareness of a Need
- I have a pain
- I have a desire
8. AWARENESS OF: MANSCAPING
⌠YEP, MANSCAPING
⢠Awareness of a need played a huge role in this multi-billion dollar industry.
⢠In the U.S. alone, men's grooming (or "manscaping," as it's often called) has
skyrocketed to a $4 billion industry; $1 billion of the sales chunk comes from hair
removal services and products. "More men are preferring a clean, polished look over
going au naturel,ââŚ
â Inc.com: http://www.inc.com/vanna-le/why-the-billion-dollar-hair-removal-industry-is-
about-to-see-an-even-bigger-boom.html
⢠A survey conducted on behalf of the [P&G] found that nearly 80% of men use separate
razors for their face and anything below the neck.
â CNN Money: http://money.cnn.com/2014/01/24/investing/procter-gamble-gillette-
manscaping/
9. AWARENESS AFFECTS PERFORMANCE
⢠If youâre not aware that you need
manscaping, youâre not going to:
â Take any interest in this ad
â Decide that the offer is too good to
pass up
â Take action and make a purchase
⢠In other words â if you donât have
awareness you donât move through
the funnel
10. T Y P ES OF I NT E RES T
Interest in a Particular Kind of
Solution
- I am interested in products
that willâŚ
- I am not interested in
products thatâŚ
- I am interested in a price
range ofâŚ
Interest in Meeting the Need
- I want to
11. INTEREST IN DIET AND EXERCISE
AWARENESS MAY EXIST⌠BUTâŚ
⢠I know I need to lose weight
⢠I know I need to make healthier food
choices
⢠I know I should workout more
⢠I wish I was in better shape
⢠I wish I was healthier
⢠BUT â I am not interested in doing
anything about it
NO INTEREST = NO MOVEMENT
THROUGH THE FUNNEL
12. PERFORMANCE STARTS AT THE TOP
⢠Story telling
⢠Consumer experience
⢠News
⢠Events
⢠Trend reporting
⢠Disruption
13. B UI L D I NG
A WARE NES S &
I NT E RE ST
Video Views
Article Reads
Social Comments
( NOTE: T HE S E A R E
A L L T R ACK ABLE
A C T I ONS)
14. MAXIMIZE THE WHOLE FUNNEL
⢠Support the work that other
teams are doing higher in the
funnel
⢠Weasel your way into the top of
the funnel
⢠Create new opportunities for
existing partners
⢠Identify ways to work with new
partners
15. THANK
YOU!
R A C H E L @ F M T C . C O
@ R A C H E L H O N O W A Y