Beyond Search Engines by Chris Trayhorn, Publisher of mThink Blue Book, July 1, 2004 Paid search may be driving the rebound in online advertisers, but it’s also driving away the promoters with shallow pockets. Demand for paid spots on Yahoo, Google and their ilk is pushing prices sky high. Within the most popular categories, it’s hard to stand out from the crowd of merchants without spending a fortune. In fact, some aggressive marketers play “keyword smackdown,” launching high-stakes bidding wars in the hopes of bankrupting their competitors. Email marketing isn’t cheap either, and consumers seem to be fed up even with opt-in mailings. Add in the restrictions of the CAN-SPAM Act and you’re not left with much room to maneuver in this overused form of marketing. So how can an aspiring affiliate attract more customers without having to spend a fortune in advertising? Fortunately, some of the neatest promotional opportunities are still free – or cheap, anyway – especially if you’re willing to use a little elbow grease. The Trade Groups Seek out trade associations that might be interested in your products. “Not enough people are utilizing this promotional tactic,” said Barbara Spagnola, owner of Concept Marketing, a consultancy that sells subscriptions to an online directory that includes 35,000 professional groups. “A lot of companies don’t even know what their niche market is, whether it’s a geographic focus or otherwise. Everyone is looking for cheap advertising, and this is one of the best ways to keep your costs down and be blasted out to hundreds of thousands of companies that might be interested in your product.” Spagnola advises her clients, which include affiliate businesses, to call or send direct mail to a trade group whose membership overlaps with an entrepreneur’s desired customer base. The first contact should be treated like a job application, she said, but should by no means be a one-time event. Do it on a monthly basis, whether your means of communication is a postcard, newsletter or, better yet, an actual conversation. The Holy Grail, of course, is to work your social charms upon the leadership of the group to convince them to sell you a copy of the membership list. Spagnola estimates that about 40 percent of associations are game, and it’s usually the medium to large ones who sell, depending on how badly they want to raise money. Some are very selective about giving out data, and ask for the right to preapprove anything you might send out to the members. To make an easier job of convincing management that you have the association’s interests at heart, volunteer for the group – especially if you can score a speaking engagement at one of their meetings – and get to know the decision makers. Another way to sweeten the deal for the list gatekeepers is to offer special discounts for the membership on relevant products. “Make it so the association sees a reason to get involved with your deal,” said Spagnola. “Associations are always looking for perks for their members, and if you can show them the value, a lot of the time that’s free advertising for you.” But what if you can’t find a trade association that reflects your specific affiliate marketing niche? Spagnola said there are another 150,000 groups out there that are subchapters or committees of the groups on her list, and they can be found through the broader umbrella groups in her directory. There’s also a national Association of Associations, but Spagnola warns that it’s completely pointless to approach them for a referral if you don’t have a specific market in mind and a good argument for why the uber-umbrella group should refer you to an association. But what if your product is so novel that it doesn’t seem to fit into any of the existing trade associations? Consider that a green light to start your own nonprofit that hopefully would rally interest in your product. In that case, the first thing you might want to do is consult with an accountant, or at the very least call the IRS, and ask for their official publications on how to start a nonprofit group. Find A Good Cause Speaking of nonprofit groups, getting involved with charitable causes is another great way to raise one’s profile without descending into debt. The trick here is finding something you truly care about and offering them help that gives you a chance to tastefully tout your business. If your choice of charities is arbitrary or your mercenary motives are too obvious, your promotional attempts could backfire. One affiliate manager who has very successfully incorporated altruism into his product line is Greg Kerber, CEO and chairman of Wurld Media. His company started peddling a payment technology platform to merchants, and then extended the software to do fundraising for nonprofits. But his charitable intentions run deep: Kerber’s 12-year-old daughter Alexis Nicole has Down Syndrome, so he set his sights on the Down Syndrome Resource Center and the Special Olympics as the first beneficiaries of the fundraising applications of his payments platform. “Truthfully speaking, I have never done this as a cheap promotion. I am a parent who has special needs and there’s a special place in my heart for this kind of work,” Kerber said. “I have a profitable business and I can help out nonprofits with a segment of my business.” Kerber’s latest project addresses the homeless, via a partnership with the charity Help USA. The venture adds the charity to Wurld’s existing platform and enables shoppers to donate a portion of their e-commerce dollars when patronizing any of the 400 merchants who use BuyersPort Networks, Wurld’s platform for credit card payments, loyalty programs and charity. “I hear from nonprofits all the time about how corporations have really changed. They’ll offer to donate money, but insist that there has to be a marketing component to it. And that’s really sad to me,” said Kerber. “There’s a fine line between political correctness and politically incorrect. But we’ve taken care of a lot of people in our world, and we do it because it’s the right thing, not because it’s marketing dollars. And there’s a greater benefit to doing it this way.” Regardless of whether there’s a charitable angle to your market, you can always make a name for yourself by appearing at as many conferences as possible. Better yet, help out with the planning or even better, volunteer to speak at a show and things start to snowball. That’s how affiliate consultant Shawn Collins created a public image for his company. He started out by joining the conference-producing team at Refer-It Affiliate Solutions in 1999, and offering to speak at the numerous events they planned. He also helped plan the AffiliateForce shows and became one of their speakers as well. “I try to speak at as many shows as possible. Even though I get nervous about doing it, I still make myself get up there,” he said. “Lots of these shows are looking for affiliates to speak and no one stands up. So I volunteered and submitted proposals, and the more I did it the more I got invited to other shows. And if you can’t find a show to speak at, start your own.” Even though he was already speaking at shows, Collins decided to start his own. He felt that the existing affiliate marketing shows were more focused on socializing – playing golf – than on business, and wanted to create a more business-oriented event, where productivity is just as important as networking. The resulting AffiliateForce event is precisely that, in addition to being a way for him to tout his consulting company and scout for new business opportunities. “The first show I organized was in a small conference room in New York. Now I’m organizing a conference that will take place on the Carnival Victory cruise ship with several thousand people on it,” he boasted. Among other items on the agenda is what Collins calls “speed networking,” a business version of speed dating. Here participants pair off in three-minute intervals to exchange cards and pleasantries, so that everyone ends up meeting 20 people over the c ourse of one hour. These contacts are a mix of affiliate managers, publishers and vendors. Collins’ next show will include a speed networking session, as well as a new variation on this theme that Collins calls roundtable rotation. Instead of a pre-planned lineup of speakers, all of the participants have a shot at impromptu speaking for 15 minutes, with question-and-answer sessions interspersed. The idea here is to “give the smaller guys a chance to meet people and speak about subjects of interest to them,” he explained. Talking Radio Once you get the hang of public speaking, you may want to look into other opportunities to talk about your business. A largely untapped resource is Web radio, which reaches a national audience without requiring a national-sized budget. “Why not have a radio station promoting your product 24/7?” asked Dennis Humphrey, owner of Internet Marketing Radio, which currently earns its keep as an affiliate of programs touting online marketing and broadcasting software. Humphrey is launching a radio consulting service aimed at Internet marketers, and has approximately a half dozen prospective clients who would give Humphrey a cut of their revenues in exchange for his helping them put together an online radio show. “This is ultimately going to be like a QVC radio. You’ll be able to call in and buy during the live program, or simply call in and ask a question,” he said. “We want to get people to put our audio on their Web sites. I will want other entrepreneurs to pick this up and syndicate it. There’s all kinds of products we can sell online, not just marketing and mp3 applications,” like he does now, said Humphrey. “It’s easy to create audio for your Web site. Then there’s audio postcards, online infomercials and even e-books” to promote your business. So far Humphrey is only doing his own radio show, which he uses to tout all of the products he sells as well as his consulting service. He runs his shows on multiple webcast services, preferring to cast his online net as wide as possible. These include ShoutCast, Abacast and Pirate Radio, each of which asks broadcasters to purchase proprietary software to create the audio files that are distributed online. Many of the Web radio stations that are open to new shows are ones with fewer listeners. To reach millions of ears, you need to consider the advertising route – having professional deejays read your announcements for a fraction of the cost of conventional radio. “A mid-sized company can spend $2,000 for a national campaign that would have cost $20,000 or more on conventional radio,” said Rick A. Pace, managing partner at MakRadio.com, which boasts 5.3 million listeners worldwide. A much cheaper option is to hop on the blog bandwagon – and go right ahead and post your blog on as many of the blog sites as possible, to leverage the traffic already held by the blogs, and have one of the blogs post onto your own Web site. The trick here is to update the Web log as regularly as possible, and show off your expertise in your pet subjects. “When you have a good blog being updated regularly, you know what you’re talking about and have a strong opinion; then other bloggers start linking to you,” said Mihail S. Lari, CEO of BlogIt, which recently changed its name from BloggingNetwork.com. “There are a number of blog directories that have just started, so it also helps to get yourself listed up there, too.” JACKIE COHEN has been covering affiliate marketing since 1998. She previously edited the Net Returns section at The Industry Standard. Filed under: Revenue Tagged under: 03 - Summer 2004, Email, Features, mtadmin, Podcasting, PPC, Social Media About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.