Using Pay-Per-Call to Grow Affiliate Programs

Affiliate Summit West 2010

THE PAY-PER-CALL OPPORTUNITY

Jason Spievak CEO, Ring Revenue

• The Problem

• The Solution

• The Opportunity

• Success Stories

• Q&A

Pay-Per-Call Agenda

Consumers are shopping online, but the majority are buying offline.The Problem: Shopping Online, Buying Offline

Advertisers want inbound calls due to higher conversion rates and average sales prices, but affiliates do not want calls going to advertisers because they are not getting credit for them.

URL (“click”) tracking does not track offline purchases.

OFFLINE MEDIA CONSUMPTION

ONLINE SEARCH, REVIEWS, ETC.

OFFLINE PURCHASE

~ 42% motivated to begin an online search after viewing

~ 63% of purchases researched online

convert offline.

~ 37% of Purchases Convert Online

MAIN LANDING PAGE AFFILIATE LANDING PAGE

As a Result, Advertisers Make Significant Concessions to Satisfy Affiliates

In most cases, when a prospect calls the merchant’s phone number, the affiliate will not get credit if there is a sale. So when a merchant puts their

phone number on the landing page, especially in a prominent location, that can serve to ‘siphon’ legitimate commissions away from the affiliate.

– Dan Murray, Ravenwood Marketing, June 2008 issue of FeedFront

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77% of active online consumers say they want more live assistance when making online purchases.

Online Consumers Want Human Interaction

HELP! I have QUESTIONS! Why can’t I find a phone number?!

Source: Harris Interactive poll – August 2009

54% of online consumers want live help before purchasing higher-ticket items such as insurance.




40% want live help available even when purchasing smaller-ticket items such as software, electronics and mobile phones online.




82% of active online consumers say they were not able to get live help when they wanted it to make an online purchase.




52% of online consumers who abandon their shopping cart cite the lack of human interaction as a primary reason for abandoning.




Calls can be tracked even more effectively and accurately than clicks.

The Solution: Track Calls Like Clicks

Expanding Reach In The Affiliate Channel

Call Center

+

=More Personal

Customer Contact

+

=

Leads, Sales & Commissions

More Leads, Sales

& Commissions

+

=More Affiliate Promotional Opportunities

Print

RadioTV

Mobile

+

=

PAY-PER-CALL

More High-End Products &

Services To Sell

TODAY

Website Visits

AffiliatePromotions

Merchant Products & Services

Customer Contact

Customer Conversion

THE AFFILIATE CHANNEL

Leads, Sales & Commissions

Display Search

Email Blog

Offline($270 Billion)

Online($30 Billion)

Mobile($1 Billion)

Annual US Advertising Spending $300 Billion

Sources: Forrester Research, 2009; PriceWaterhouseCoopers: IAB Internet Advertising Report, May 2008; eMarketer, August 2008; The Kelsey Group; SNL Financial; Jupiter Research; US Contact Center Operational Report, 2008.

Display Search Performance

Outdoor

Print

Radio

Television

_________________________________________

Ad Spending Driving 20 Billion Sales Calls/Year

The Pay-Per-Call Market Opportunity

Pay-Per-Call Allows Advertisers to Pay Publishers for Referring Calls

It’s Not Just About the Phone. It’s About the Phone Number.

MOBILE

RADIO

SEARCH

ONLINE TV

PRINT

DISPLAY

EMAIL

BLOGS

SOCIALMEDIA

Does pay-per-call work for SEARCH?

SEARCH

YES

CJ Pay-Per-Call is a great opportunity for many of our clients: Advertisers get access to large numbers of high-quality publishers who can expand their affiliate programs online and offline, and publishers get access to top-brand advertisers and an additional revenue stream.

– Kerri Pollard, General Manager

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Does pay-per-call work for DISPLAY & ONLINE VIDEO? YES

Sources: Comcast and RingRevenue – 2009 DISPLAY

The Pay-Per-Call Affiliate Program has been a valuable tool in our efforts to integrate our acquisition strategies and extend the reach of our marketing promotions.

– Rita Zahir, Sr. Marketing Manager

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Does pay-per-call work for DISCOUNTS & COUPONS? YES

ONLINE

We can now allow the consumer to choose how they interact with our advertising partners and allow our affiliate partners to participate in the revenue.

– Peter Bordes, CEO

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Does pay-per-call work for SOCIAL MEDIA? YES

SOCIALMEDIA

Large advertisers engaging in social media are seeking inbound calls as well as online leads. Social media platforms now allow advertisers to incorporate pay-per-call into their creatives.

– Sean, Rad, CEO

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Does pay-per-call work for EMAIL?YES

EMAIL

Pay-Per-Call enabled us to incorporate a phone number into our email creatives, which allowed us to generate up to a 30% lift on the total conversions we delivered to the advertiser. Add Pay-Per-Call to your marketing efforts. Your email publishers will thank you!

– Mike Stocker, CEO

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Does pay-per-call work for REVIEW SITES & BLOGS? YES

BLOGS

Adding Pay-Per-Call to the Angie’s List affiliate program was key to delivering a 25% month-over-month increase in sales. And affiliates who advertise both a web address and a phone number stand to earn as much as 83% more!” – Ben Kiblinger, Co-Founder

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“Quote goes here. Quote goes here. Quote goes here.”

Does pay-per-call work for STOREFRONTS? YES

ONLINE

We have added the Pay-Per-Call application to a number of clients’ programs. The numbers have been outstanding. When we saw in excess of 1,500 calls in less than 30 days for a retailer with an average order size of over $500, we were blown away as was our customer. We are now getting all of our qualifying clients into the program as fast as we can.”

– Durk Price, President

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”

“uote goes here. Quote goes here. Quote goes here.”

Does pay-per-call work for CATEGORY LEAD GENERATION? YES

ONLINE

Pay-Per-Call offers higher ROI potential because calls can increase conversion rates and give us new places - online and offline - where ads can show up.”

– Russ Pechman, VP of Lead Advantage

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Does pay-per-call work for MOBILE TEXT & DISPLAY? YES

Source: Juniper Research –2009 MOBILE

57% of U.S. consumers want coupons and discounts served through their mobile phone.

24% of U.S. mobile phone users who have participated in a mobile marketing campaign elect to receive SMS alerts for sales and discounts.

Does pay-per-call work for TV?YES

TV

Pay-Per-Call offers a great new revenue opportunity for both merchants and affiliates. Affiliate marketing is no longer just online. The system is simple to set up, easy to use, and integrates with a merchant’s traditional online initiatives.

– Brian Littleton, CEO

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YESDoes pay-per-call work for NEWSPAPER?

PRINT

The potential to reach consumers making purchases over the phone is huge. We’re committed to providing the best solutions to our customers, so it was a natural fit for us to partner with … the leader in tracking and managing call-based campaigns.

– Bret Grow, President

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Does pay-per-call work for RADIO?YES

RADIO

Pay-per-call now enables radio stations to become performance-based affiliates to fill their remnant inventory. In addition to stations running prepared ads on a performance basis, radio personalities can now also use pay-per-call technology to endorse products more effectively in a referral model.”

– Trygve Duryea, CEO

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Does pay-per-call work OUTDOOR?YES

We’ve been looking for ways to grow our affiliate program, and this is it. We want more calls. They convert at a much higher rate than clicks.

– Todd Wilson, President

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Does pay-per-call work for DIRECT MAIL? YES

(Pay-per-call) has revolutionized our work (for a direct mail client) and helped us run a more profitable campaign.”

– Ideocore Director

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• New technology is allowing

affiliate pay-per-call to scale.

• Easy to get started through

your favorite affiliate network.

• Want to learn more?

Call (877) 745-1383

Pay-Per-Call Summary

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Questions about the Pay-Per-Call opportunity?

Business

Using Pay-Per-Call to Grow Affiliate Programs