expanding your affiliate activity into europe - silke steffan

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  • 1.Affiliate Marketing in Germany a4uexpo London 13th of October 2010 Silke Steffan, Director Webgains Germany

2. Agenda

  • Short Introduction
  • Why Germany?
  • Your Affiliate Program in Germany
    • The Obvious
    • Local Nuances
    • Opportunities
    • Market Your Program

3. A Short Introduction

  • About Webgains
    • Affiliate Network
    • Webgains UK established in 2005
    • Merged with ad pepper media in May 2006
    • Launched Germany and France in 2006
    • Launched Benelux, Denmark, Sweden in 2007
    • Launched Spain, USA in 2008
    • UK and Germany are our two biggest markets
  • About Me
    • In Online Marketing since 2001
    • Webgains Germany Business Operations since 2006

4. Why Germany?

  • Some numbers:
  • Population (2010 Est.): 82,282,988
  • Internet Users, Latest Data: 65,123,800
  • Penetration (% Population): 79.1 %
  • User Growth (2000-2010): 171.3 %
  • % Users Europe: 13.7

Internetworldstats.com 5. Why Germany? 5% year on year growth in 2009AdEx Report 2009 IAB Europe 6. Your Affiliate Program in Germany

  • The obvious: Localise
  • Site correctly translated? (Bablefish won't do the trick)
  • Your shopping system can handle Euro? (Also in your datafeed? And how about the decimal delimiter?)
  • Legal to target German users? ( E.g. Gambling related offers are a no-go, certain pharmaceutical products may only be bought with a prescription etc.)
  • Consider getting a German domain ( http://www.denic.de/en/ )

7. Your Affiliate Program in Germany

  • Local Nuances: Consumer protection requirements
  • On shop level:
    • Provider identification ("Anbieterkennzeichnung"), including full company name, commercial register, name of MD... etc.
    • Policies for Data privacy; Right of Withdrawal, Cancellation, Refunds
    • Terms and Conditions
  • On product level:
    • Availability of product
    • Shipping costs
    • Base price (also in Datafeeds)
    • Any additional costs that might occur
  • > Understand legal and tax consequences
  • Sources we follow:dr-bahr.comandtelemedicus.info

(in doubt pls. get professional legal advice) 8. Your Affiliate Program in Germany

  • Local Nuances: Common payment options
  • Advance payment
  • Cash on delivery
  • Pay by invoice
  • Direct debit
  • Credit Card
  • PayPal
  • > Cheque payment extremely rare

9. Your Affiliate Program in Germany

  • Opportunities: You might not be a known brand (yet)...
  • For your customers:
    • Earn their trust, be available for questions and support
    • Consider an accreditation ( e.g. trustedshops.comorsafer-shopping.com )
    • Your prices are good - but are you still competitive when shipping costs are added?
    • Add some Offline to the mix (PR, Print..)
  • Same goes for your affiliates:
    • Make your program description crystal clear
    • Make someone responsible for success
    • Your Affiliate Manager - don't hire a good one, get an excellent one
    • Apply the same rules you do in your local market: pay on time, give good support, communicate (!), be open and honest, etc. etc.

10. Your Affiliate Program in Germany

  • Market your program
  • Online resources
    • 100partnerprogramme.de
    • affiliate-marketing.de
    • affilixx.com
    • affiliatepr.de
    • Network and Agency Blogs, Tweets...
  • Decentralized scene (Munich, Berlin, Cologne, Hamburg...) Upcoming events next year you might want to join:
    • Affiliate Tactixx 2011 (Munich) 12th - 13th of April
    • SEMSEO & PubCon 2011, partnered with Webmasterworld.com (Hannover) 27th of May
    • a4uexpo Europe 2011 (Munich) 07th - 08th of June
    • Dmexco 2011 in Cologne 21st - 22nd of September

11. Thank you - questions please :-)