Elliot Jones asks How do FMCG companies utilise Affiliate Marketing opportunities
Elliot Jones asks How do FMCG companies utilise Affiliate Marketing opportunities
FMCG companies traditionally have always had to sell their products via offline stores. FMCG goods are the items that you would typically find in a supermarket, and as such most of their offers are either “on pack” (money off vouchers), or loss leader (two for one offers). Although these promote the offer, they don’t allow the company to know any more about the consumers that are buying their products.
The holy grail of marketing is being able to marry up consumer buying habits with their personal details – something that was almost impossible before the advent of the online phenomenon, and now the availability of Affiliate Marketing has allowed companies a risk free way to generate this information.
With Affiliate Marketing, FMCG companies can offer free samples of their products (razor, washing powder, make-up etc) or money off vouchers in return for consumer information – thus marrying up the consumer to the offer. This information can them be used to build a profile of the user via the products that they sign up for, and consequently can be accurately targeted for new products as they are developed and put on sale.
If we use Gilette as an example, then they could build long-term sales by offering a free razor to everyone that signs up to http://www.mygillette.co.uk/Pays/uk/?source.
The consumer would enter their Name, Address, Date of Birth, contact details, where they buy their razors from and any other information that Gillette establishes as beneficial for their marketing activity (perhaps a list of other products the consumer is interested in). Suddenly, instead of simply knowing how many razors have purchased from a particular store, they now know (for example):
John Smith, 25, of Old St, New Town buys his Gillete Fusion razors from Tescos in Springfield.
Instantly they have married up the consumer data to their sales data and started to build a consumer profile of their users.
How they use this information is up to them – they can email or post vouchers to John Smith, or even recommend a certain type of shaving foam, or do a survey on aftershave – building up the picture of him over time and expanding the questions until they get a complete lifestyle survey on which to develop future campaigns and targets successful growth and sales.
Further, using Affiliate Marketing as a means of building consumer profiles means that they only have to pay for results – and therefore no risk is involved, as opposed to other marketing formats (both online and offline).
Online Affiliate Marketing in the FMCG sector has yet to be realised to its full potential, although the benefits over other online marketing formats, particularly its ‘no risk’ nature, evidently prove attractive.
This is how FMCG companies use Affiliate Marketing to raise profile, gather consumer information and increase market share currently – although, by the nature of the online marketing arena, development and diversification are inevitable.
Elliot Jones asks How do FMCG companies utilise Affiliate Marketing opportunities - To learn more about this author, visit Elliot Jones's Website.
Like this article? Share it with your friends
Affiliate Marketing: How affiliate marketing is being used to shift fast-moving consumer goods. How FMCG marketers are choosing to increase their presence online through affiliate marketing rather than though using other online marketing tools.
FMCG companies traditionally have always had to sell their products via offline stores. FMCG goods are the items that you would typically find in a supermarket, and as such most of their offers are either “on pack” (money off vouchers), or loss leader (two for one offers). Although these promote the offer, they don’t allow the company to know any more about the consumers that are buying their products.
The holy grail of marketing is being able to marry up consumer buying habits with their personal details – something that was almost impossible before the advent of the online phenomenon, and now the availability of Affiliate Marketing has allowed companies a risk free way to generate this information.
With Affiliate Marketing, FMCG companies can offer free samples of their products (razor, washing powder, make-up etc) or money off vouchers in return for consumer information – thus marrying up the consumer to the offer. This information can them be used to build a profile of the user via the products that they sign up for, and consequently can be accurately targeted for new products as they are developed and put on sale.
If we use Gilette as an example, then they could build long-term sales by offering a free razor to everyone that signs up to http://www.mygillette.co.uk/Pays/uk/?source.
The consumer would enter their Name, Address, Date of Birth, contact details, where they buy their razors from and any other information that Gillette establishes as beneficial for their marketing activity (perhaps a list of other products the consumer is interested in). Suddenly, instead of simply knowing how many razors have purchased from a particular store, they now know (for example):
John Smith, 25, of Old St, New Town buys his Gillete Fusion razors from Tescos in Springfield.
Instantly they have married up the consumer data to their sales data and started to build a consumer profile of their users.
How they use this information is up to them – they can email or post vouchers to John Smith, or even recommend a certain type of shaving foam, or do a survey on aftershave – building up the picture of him over time and expanding the questions until they get a complete lifestyle survey on which to develop future campaigns and targets successful growth and sales.
Further, using Affiliate Marketing as a means of building consumer profiles means that they only have to pay for results – and therefore no risk is involved, as opposed to other marketing formats (both online and offline).
Online Affiliate Marketing in the FMCG sector has yet to be realised to its full potential, although the benefits over other online marketing formats, particularly its ‘no risk’ nature, evidently prove attractive.
This is how FMCG companies use Affiliate Marketing to raise profile, gather consumer information and increase market share currently – although, by the nature of the online marketing arena, development and diversification are inevitable.
Elliot Jones asks How do FMCG companies utilise Affiliate Marketing opportunities - To learn more about this author, visit Elliot Jones's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Elliot's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
|
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Solving Problems Instant Business Letter Delegation Workbook Marketing Effectiveness Capture More Clients |
|
 | ||
 |
Write The PR
Press Release Builder | |
 |
Top 50 Raising Capital Blogs
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
