Radical Enterprise

Target Market: Affiliate Marketers Why?

Small, but promising market Already partnered with

Commission Junction Huge network of friends,

family, and co-workers Active on social media and

word-of-mouth marketing Expect active participation Most have their own sites

Affiliate Marketers

How can we target them?

DIRECTV Customers

Have Referred (5%)

Have Not Referred (90%)

Have/Have Not Referred AND are Affiliate Marketers (5%)

Our Objectives1.To make 36% (360,000) of Affiliate Marketers in the United States aware that DIRECTV has a ReferraLottery campaign for the Refer a Friend Program by January 31st.

2.To help  30% (300,000) of Affiliate Marketers know that DIRECTV is a trusted Affiliate Program and can receive additional benefits by participating in DIRECTV's ReferraLottery campaign.

3.To ensure that 29%  (290,000) of the Affiliate Marketers like the benefits they can receive through DIRECTV’s Refer a Friend Program by March 31st.

4.To make  25% (250,000) Affiliate Marketers prefer to activate their DIRECTV Affiliate Personal Referral account rather than switching to a competitors because of the benefits, reliability and ease.

5.To get  20% (200,000) of Affiliate Marketers to develop a strong conviction for DIRECTV’s “Refer a Friend” Program, and recommend DIRECTV to their affiliate networks via their marketing efforts.

6.To convince 12%  (120,000) of Affiliate Marketers referee’s to submit their information and get on DIRECTV’s mailing list to further the referral sale.

The ReferraLottery Campaign should reward Affiliate Marketers with direct cash deposits as well

as a monthly lottery drawing valued at $10,000.

Survey information revealed that our DIRECTV participants had

never participated in the “Refer a Friend” program and that they would prefer to be incentivized

with cash prizes.

DIRECTV Affiliate Managers should be assigned to Affiliate

Marketers to provide them with credible content and support.

46.3% of Affiliate Marketers join, promote, and quit programs

because of the Affiliate Manager (Aff Stat, 2014).

DIRECTV should purchase highly-trusted computer software that

tracks the status of leads, campaign/service updates, and

personal earnings generated through for Affiliate Marketers.

Marketers worry that “the stats were not accurate” and that they

“were not confident with the reporting” in regards to data

provided by Affiliate Programs (Aff Stat, 2014).

DIRECTV’s Affiliate Managers should engage with their Affiliate

Marketers through monthly newsletters, informational videos, and readily available assistance.

30.6% Affiliate Marketer’s find their relationship to their Affiliate Manager crucial to their business

(Aff Stat, 2013).

Research Strategy

Create Awareness - Initial “scratcher” direct mail piece or email- Advertising on Commission Junction and DIRECTV

website Implementation - Welcoming email

- Official DIRECTV Affiliate Program website- Personal DIRECTV Affiliate account activated

Encourage Participation - Referral earns entry into $10,000 ReferraLottery Sweepstakes

- Payday and lead emailsAdvantages Realization - Social media acknowledgement (YouTube, Facebook,

Twitter)- Postcards and “sticky notes” direct mail pieces

Ongoing Engagement - Continual Affiliate Manager-Marketer communication- Monthly Affiliate Manager newsletters

Overview of Campaign Phases

Forecasted Profit: $143,200,000

Our Affiliate MarketerAges 36-45

ChildrenMarried

Suburb Living

Male

Technology Savvy

Active on Social MediaPersonal Website

Strong influencer

Enjoys Competition

Up-to-date on currentnews & marketing trends

Self-Motivated & Dedicated

The Big Idea Major Selling Idea:

To convince Affiliate Marketers to refer with DIRECTV ReferaLottery to earn cash

Slogan: Refer, Reward, Repeat.

Creative Rationale: Differentiate from other referral programs by giving Affiliate Marketers cash earnings

instead of credits Provide Affiliate Marketers with personal Affiliate Managers to help with the referral

process The lottery should engage and incentivize the target market to refer or continue

referring

Creating Awareness“Scratcher” Email DIRECTV has 80% (800,000) of the 1,000,000 Affiliate

Marketer’s email addresses: Rich, interactive media email scratch-off After it is digitally scratched, customer’s personal URL

is revealed Personal URL link leads to instructions on how to

activate Affiliate account

“Scratcher” Direct Mail 200,000 customers who did not provide DIRECTV an email

address should receive a direct mail piece: After it is scratched, customer’s personal URL is

revealed Personal URL link leads to instructions on how to

activate Affiliate account

Implementation Personal DIRECTV Affiliate Marketing Account Tracks referral progress Notification of reward earnings

and lottery countdown Direct communication with

Affiliate Manager

Welcome Email Sent to Affiliates upon account activation Initial correspondence with Affiliate Manager

Animated Intro Page Official DIRECTV Affiliate Program homepage

Implementation

Affiliate Managers

30.6% of Affiliate Marketers find their relationship with Affiliate Managers crucial to their experience (Aff Stat, 2014)

Each Affiliate Marketer should be assigned to a certified and expert Affiliate Manager to communicate with throughout the campaign

Affiliate Managers should send monthly newsletters Program intended to emphasize trust and reliability between

Affiliate Managers and their Marketers

Encourage ParticipationReferraLottery Sweepstakes Every one referral: entry into $10,000 lottery

Lottery at the end of each month (6 months) One winner wins $10,000 Winner receives email Earnings directly deposited

Affiliate Marketer receives “lead email” from DIRECTV notifying them of lead acquisition

Payday Every five referrals: receive email scratch-off

Win $25.00, $50.00, or $75.00 Affiliates chances of winning:

$25.00 = 30% chance $50.00 = 60% chance $75.00 = 10% chance

Encourage Participation

Reinforcement ContentIntegrated Social Media Platforms to communicate a consistent campaign message

FacebookYouTube

Twitter

https://www.youtube.com/watch?v=Hc_SOoz0FcY&list=UU2Xj2DJPqD45XSlzfTkjOYQ

Reinforcement ContentSuper Bowl Touchpoint

Summer Touchpoint

Spring Touchpoint

Sticky Note Touchpoint

Back of Touchpoint

Ongoing EngagementMonthly Newsletter Affiliate Managers should send a

personalized monthly newsletter via email that could include: Tips Campaign updates How many referrals customer currently

has Links to customer’s landing page Links to social media accounts Link to DIRECTV homepage Latest offerings Special sales incentives Other newsworthy notes

The ReferraLottery Campaign is about more than just generating referrals:

• With ReferraLottery, Affiliate Marketers are given the opportunity to enhancetheir affiliate marketing skills through an engaging and interactive referral platform. • The unique personalization of the campaign provides the Affiliates with a greatersense of trust and reliability that they have not received from other programs. • With DIRECTV’s ReferraLottery, earning cash is easy, just:

Refer, Reward, Repeat!