How to Leverage the Affiliate Mindset in eCom (Timotej Gracner) (1)
How to Leverage the Affiliate Mindset in eCom (Timotej Gracner)
The “Affiliate” DTC Mindset: How to Leverage Your Skillset to Break Into Ecommerce.
Today's speech summary features one of our highly valued STM members Timotej Gracner, going by the username @wakeboarder here on the forum.
Timotej Gracner is the Co-founder & CMO, Black Fire: https://blackfire.store/
This presentation was held during the 2nd AdWorld Online Conference.
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Did you know you can attend the upcoming AdWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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Timotej started in affiliate marketing by running FB campaigns and also pushing various CPA products, such as PIN submits, Casino and so on.
Couple years later, he is using the skills and mindset of an affiliate to build and grow one of the fastest growing hunting brands in Europe.
Their main product is a wild boar/Hog attractant he will be using it as an example throughout his presentation.
Timotej started to focus on their Black Fire brand a few years ago and he documented his journey here on the forum as well, so you can search for his older threads here on STM, in case you want to find out more.
This is the thread that has started it all 
Timotej shares a few strategies they have been using with great success.
Strategy no.1 : How to brainwash purchasing managers with your product?
This is quite a clever strategy. The idea is to get your product in front of the eyes of managers or owners of local stores that you want your products to sell at.
Timotej is using Facebook GEO fencing Ads to achieve this.
This basically means targeting your ads based on exact GEO location, down to a street level.
Find out where the managers have their offices, then target that location.
Frequency plays a major role here, target them with ads over and over again.
And since you are targeting a small location, the costs won’t be that high.
And make sure you change the creatives frequently.
So what’s the main goal of these campaigns?
You need to create a FOMO effect so that the managers literally WANT to sell your product.
Use images from competitors stores, interviews, UGC… show them that this product is already sold elsewhere and people love it.
Here is a slide that shows some details about the FB campaign setup.
Strategy no2. : Combine cold-emails and FB ads to make retailers fight for your product!
In order to execute this strategy, you need to have a solid email list at hand.
If you’re not already building one, definitely focus on this.
Timotej uses two main approaches with cold mailing:
Fake Video + Social Proof
This strategy uses an email that has a fake video player inside of it, it’s just an image with a play button.
The main purpose of this is to increase the CTR, which works very well.
Now the interesting part, the image is not linked to YouTube or their sales website!
They send the clicks to their best performing video Ad. Check the slide below:
Why are they doing this? It’s simple actually
The best Ad has tons of social proof in the user comments, so as long as your product is good, the potential retailers will see how much the users are loving it.
Personalization on Steroids
Another clever strategy! What they do is to email hunting store owners/managers and propose to send them pre-made personalized roll-up banners or selling stands that carry their name.
See the slide below:
The beauty of this strategy is that you can simply photoshop the rollup banner, you don’t have to have them premade and only print those where the shop owners show interest.
Offer them a hefty discount on top of this and you have very high chances of scoring a new retailer to sell your products.
Timotej goes on with some numbers that show the effectiveness of the already mentioned strategies.
See the slide below:
The fake play button raised the email CTR to 30% which is HUGE for cold emails.
And to make it even better, they reached a 6% reply rate which is also a great number for cold email campaigns.
One sneaky trick to generate highly qualified B2B leads with Facebook Messenger Ads.
First you need to build the Audience
Here is how they are doing this: every page of theirs has a special CTA calling out store owners, when they click they track these and add them to the audience.
They rent email lists from industry specific magazines and portals and again, those who click get added to an audience.
They also scrape emails, though this method shows a lower success rate.
Once you have the list of business contacts and you have built the audience based on these, it’s time to make them buy.
And again, Timotej is using the FOMO effect.
They build Ads that show photos or videos from other hunting shops that are already selling their products or some ambassadors who praise the product and its qualities.
Check some samples on the slide below:
These Ads are used to drive the business clients into their messenger with some predefined questions and as soon as someone shows interest they try to get them on the phone and close the deal, which has proven itself to be the most effective strategy for them.
The complete funnel is shown on the slide below:
Timotej also shared some data on how effective this can be.
With one campaign like this, they have spent about 400 EUR and they generated 69 leads.
The resulting orders produced 50.000 EUR. See the slide below:
The presentation ends here.
If you want to get in touch with Timotej, here is his instagram : https://www.instagram.com/timotej_g/
And here is Timotej’s STM profile, should you want to checkout some of his threads and posts: https://stmforum.com/forum/member.php?15246-wakeboarder
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Did you know you can attend the upcoming AdWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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