Author: Joe Sanfilippo

One of the biggest networking events in the affiliate marketing industry, Affiliate Summit East, was back in full force this year and the team at Today’s Business was there to soak it all in. If you didn’t get a chance to attend the show, have no fear, the TB team is here to fill you in on the biggest trends going on in the industry.

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What were the biggest trends from ASE 2023?

1. Social Whitelisting is growing in popularity

Numerous publishers were talking about their social whitelisting capabilities. This seems to be a growing trend as it can be a great win-win collaboration between brands and publishers. Advertisers who are already investing in sponsored content with a publisher are able to tap into social whitelisting from the partner to drive more traffic to their sponsored content. This works for everyone because brands who are spending a lot on social ads get fresh new creatives to test and also get that 3rd party credibility to help sway consumers to complete their purchase. This helps the brand by getting more touch points with the publisher’s audience and it helps the publisher by helping create more traffic on their site and earn more affiliate commissions. One publisher mentioned to us that they are working with brands that are spending nearly half a million dollars each month on whitelisting ads.

2. Product sampling to editors continues to be a winning tactic

At Today’s Business, we are constantly striving to send product samples out to editors as we have seen the success it has created by the thousands of content placements we’ve secured for our brands. Here are a couple of recent wins from this approach.

• Travel and Leisure x State & Liberty + Mugsy
• Insider x Mugsy 
• The Guy’s List x Mugsy

We know that if you have a good product and you can get it in front of the right people at the right time good things will come. Quite a few publishers have confirmed with us that sampling is key with their editors because the organic content creation is so heavily driven by the editorial team so being top of mind with product samples definitely goes a long way.

3. Money talks: Brands should have dedicated consistent affiliate flat fee budgets 

I don’t think this trend will ever change but feel like it needs to be stated again. Publishers are almost always going to prioritize the advertisers that generate the most income for them. How that income is generated doesn’t necessarily matter so long as it is there. Pubs told us that their most important metric is Earnings Per Click (EPC) but they also put a major priority on brands who have dedicated paid placement budgets. We had multiple publishers say that they like to see brands spend money with them across the funnel and through different channels. For example, they like to see brands do upper funnel brand awareness sponsored content coupled with display ads, social whitelisting, and lower funnel content. It’s always important to keep in mind that big publishers are often publicly traded and have to keep earnings high for stockholders and also that many of the people on their teams earn commissions so they are trying to make money to feed their families. We had multiple publishers ask us to confirm that our brands had budgets before scheduling a meeting with us.

4. Having an editorial angle is very important

If you aren’t running sponsored content with publishers then you need to impress the editorial team. Having strong editorial angles such as notable founders, interesting stories, or working off of popular trends are great ways to catch their eye. Editors want people to read their stories so anything that has a great appealing headline and a corresponding story that will engage readers is your best bet. Editors are busy though and get hundreds if not thousands of pitches per day so you need to handle the creativity for them and be short and concise with your pitch to get their attention.

What were the best seminars at ASE 2023?

1. How to Optimize Partnerships Between Publisher and Brand.

Speakers: Elisabeth Chambry – InsideHook; Kara Kamenec – a360 Media;  Emma Grace Moon – Praize; Jessica Seib – Rolling Stone

Optimizing with our partners is key to our brand’s success within the affiliate channel. After the seminar, our team left with key takeaways to improve our publisher relationships and grow our affiliate brands even more. The most prominent and consistent information given by publishers in the space is the focus on longer-term, consistent relationships. Justifying a return after a single placement or sponsored post can lead to issues, as it’s critical to advertise through multiple channels when looking for overall success with a publisher. Embracing long-term partnerships results in both parties being incentivized to collaborate in a more holistic and rewarding manner.

2. How Publishers Can Diversify Revenue in the Affiliate Channel.

Speakers: Camilla Cho – Vox Media; Leilani Han – NY Times Wirecutter; Lindsay Grillot – Ziff Davis; Albert Murillo – Vertical Scope

Similar to the seminar regarding optimizing partnerships, publishers are looking to diversify their revenue by partnering with brands across multiple channels of their sites. This can include social whitelisting, sponsored posts, article inclusions, ads, etc. A big takeaway from this seminar, however, was the relationship between publishers and the editors, specifically how they communicate across their teams to ensure beneficial partnerships with the brands they feature. It is crucial for brands to include unique product value when trying to get publications interested in the product. In addition, educating the publisher about the specifics of your brands is key for writers/editors to understand the brand’s vision and purpose. Lastly, providing case studies/information in your communication/outreach will further incentivize a beneficial partnership and a more specific plan of action for how to grow revenue in the channel.

3. The Future of Content Creation: ChatGPT and Your Partners

Speakers: Lynda Mann – Featured; Merin Pasternak – Blavity Inc., Stephen Regenold – GearJunkie.com; Rashmi Singh – Raptive; and Mike Malazzo – Forum Brands

It’s no secret that Chat GPT has taken over the AI conversation, giving many publishers, advertisers, agencies, etc. new efficiencies for their business. It has also brought about various challenges that the affiliate industry now has to tackle. What our team learned from listening to the seminar is consistent with what we have been hearing in the industry as a whole, which is cautiously optimistic. Delving into AI for many publishers has been extremely successful in terms of the efficient work habits it can produce, however, brands and publishers specifically do not want to lose their voice or integrity with their audience. Another challenge is with the specific regulations that automated content may not be in line with, such as plagiarism, FTC guidelines, etc. The key focus moving forward is to avoid many of these hindrances by using Chat GPT and AI to optimize work processes, but relying still on writers to generate content featuring the integrity and original voice of the publication/brand. This in turn increases the long-term value of good writers that are featuring unique, new, and interesting content.

4. How to Produce High-Quality Content that Builds Trust at a Low Cost

Speakers: Reid Webb – The Daily Beast; Neha Anada – Money Group; Jessica Seid – Rolling Stone; Jessica Spira – Heart Newspapers

It is always insightful to hear the perspectives of the publications we as an agency work with on a daily basis. This seminar gave light to details that we wouldn’t typically have access to such as the size of their editorial team and various details regarding the structure/daily processes of the publications. One big takeaway our team had was the need for publishers to build out a separate shopping component from their main sites. A great example of this is CNN Underscored and Scouted for the Daily Beast, which are the specific shopping destinations for these sites covering reviews, roundups, etc. Publishers see this as a way to target specific keywords that might not work as well within informational content, however, still align content with the views and interests of the original readers. Another big takeaway our team had was the importance of positive customer reviews for brands and products. The Daily Beast and Rolling Stone explained that due to the small size of their editorial teams, and how spread out their members are, it is nearly impossible to engage in hands-on testing of every product sample they receive. As a result, they rely heavily on user reviews. This affirms the strategy of investing in high-quality, thorough, and positive brand reviews.

5. How CNN is Leveraging TikTok to Grow its Commerce Business

Speakers: Haley Kinne – CNN; Hannah Lauson – CNN

TikTok is one of the fastest-growing platforms in the entire world, and utilizing it within e-commerce has proven successful for many publishers. CNN Underscored specifically gave a step-by-step of how they grew their business via TikTok, and we wanted to share a few takeaways. A distinction that is very important when looking at CNN vs. other publishers is that they have a consistent voice/message across all of their content. This is crucial for an audience to know what to expect and stays in line with the authenticity and integrity of the brand. In addition, publishers should be producing high-quality content that shows the products they are featuring and why they are unique instead of telling the audience directly. It creates more engaging and organic content and is much more tailored to the TikTok demographic which is usually skewed much younger than an editorial-based audience.

The last key takeaway goes in line with this, as many of the articles containing the products featured on the TikTok page will not resonate with their new demographic. Leaning into the younger audience by asking them for specific brands to feature, as well as linking out to a custom landing page, allows a tailored approach to TikTok’s target demographic, generally increasing conversion rate and performance throughout.

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What are the Best CrossFit Sites Online?

CrossFit is more than just a form of exercise, it is a community that is built on like-minded people focused on bettering themselves through rigorous full-body workouts that improve the body as well as the mind. Whether you are a beginner looking to join the CrossFit community or an experienced athlete looking to find new resources to take your workouts up a notch we’ve got you covered. We scoured the web to find quality CrossFit blogs that offer relevant information on everything from workouts and nutrition to mental well-being and community events. Check out our top picks for the best CrossFit blogs on the internet below.

1) Invictus Fitness

Invictus Fitness is a leading CrossFit affiliate gym and online training provider located in San Diego, California. The Invictus blog offers an array of resources for everyone from beginners to athletes looking to improve their fitness levels. The website covers topics such as nutrition, workout programming, recovery tips, Olympic lifting techniques, and more. Additionally, their podcast features exclusive interviews with experts from all sorts of backgrounds discussing their training habits and experiences. Invictus provides readers with everything they need to know about CrossFit while also providing valuable insight into how elite athletes train for success. Check out their holiday gift guide as a great introduction to their site over the holiday season!

2) BoxLife Magazine

BoxLife Magazine is the premier online magazine for CrossFit athletes, coaches, and practitioners. The website covers all aspects of CrossFit from news, to supplement reviews, and training advice to optimize your results. BoxLife is constantly updating its catalog so you can be sure you remain up to date on the latest industry stories, trends, and research so you always remain in the know. We love their 2016 holiday gift guide, which was updated for 2022 and is definitely worth a look if you know a CrossFitter this holiday season. Check out BoxLife for the latest CrossFit information.

3) Boxletes

Boxlets website offers a simple design with great information on all things CrossFit. They are a great resource for finding quality CrossFit gyms around the globe and also offer gear reviews so you can rest assured that you are always buying the best jump rope, kettlebell, or gym bags around. Their simple website design makes it easy to navigate and find exactly the information you are looking for. We highly recommend Boxletes as one of the best CrossFit blogs around. Be sure to check out their best CrossFit jump rope gear review when you visit!  

4)  CrossFit Rebuild

CrossFit Rebuild is an online fitness blog dedicated to providing helpful fitness advice and inspiring stories from the CrossFit community. Founded on the belief that functional fitness is an essential part of health, CrossFit Rebuild offers training programs for all levels of CrossFit enthusiasts Their blog is a great way to gain industry insight, program overviews, and general health advice for all ages. We especially like their article on if you can target fat loss. Whether you’re a CrossFit veteran or beginner be sure to check out CrossFit Rebuild!

5) Driven Mind

Driven Mind is another site that has its roots in CrossFit training programs and coaching. This makes them not only a great resource for CrossFit athletes in need of a new program or coach but also gives them a high-level expert overview for each of their blogs. Their years of experience and dedication to quality content means they can relate to their readers with trustworthy content in a way most other blogs can’t. Check out their story on how to overcome your fears while training to get a feel for their content and take your training to the next level.

6) Four Barrel Fitness

Four Barrel Fitness is a CrossFit training and coaching brand focused on creating the most well-rounded athletes possible with a holistic training approach focusing on training the mind and the body simultaneously to improve the lives of their clients. Their blog is centered around building a community, one of their 5 core values while giving practical tips on performance improvement and nutrition. Check out their athlete nutrition resources post for assistance on how to properly fuel your active lifestyle.

7) Foundation CrossFit

Foundation CrossFit is a great resource for those who are just starting to practice CrossFit or long-time athletes looking to change up their training. Their blog gives workout routines with accompanying Youtube videos to ensure proper form and help make you feel like a part of their community. Memberships to their training program are also listed on their site if you are looking for more in-depth coaching.

8) CrossFit Tyler

CrossFit Tyler is more than just a blog site, it is a full-fledged community of CrossFit athletes inclusive to all ages and body types. The blog itself primarily focuses on WOD’s or workouts of the day so whether or not you are a member of the gym you can still get quality training information to fuel new and exciting workouts. If you’re looking for a new and inclusive CrossFit destination check out CrossFit Tyler!

9) CrossFit Ambition

CrossFit Ambition has long-standing roots in Rochester and has expanded through the years from a 2-car garage start-up to a 4500-square-foot location, one of the most prominent gyms in Rochester New York. Whether or not you are based near their facilities, CFA still has resources online that are useful to those of all levels. Their workouts of the day are a great way to vary your training and joining challenges setup by CFA to help build a sense of community and build athletes motivation. Be sure to give them a look and see how CFA can be a part of your training routine. 

11) CrossFit Albuquerque

CrossFit Albuquerque is the last on our list but certainly not the least. If you live in the area CA is a great in-person gym option to up your training. If not, their online workouts of the day are a great place to start learning CrossFit or differentiate your training if you are an experienced athlete. Check out their site for new challenges and daily workout routines and enter into a community of all levels of CrossFit athletes and expert trainers.

Need Digital Marketing Services for an Athletic Clothing Brand?

Growing an audience is challenging even with a community as tight-knit as the CrossFit community. If you are a CrossFit or athletic site looking to increase your engagement, brand reviews and partnerships are a great way to do so. Today’s Business is a leading digital marketing company and affiliate marketing expert. We work with brands like Wolaco, VShred Threads, and State and Liberty to increase their audience and build brand awareness. Check out our full site to see our range of services and how we can best benefit your business. If you are looking to join our affiliate network click here.

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What is Affiliate Summit East?

Affiliate Summit East is a marketing event that attracts thousands of different marketers across the globe. This includes content/editorial publishers, affiliate networks, digital marketing agencies, loyalty sites, coupon sites, and everything in between. The goal of this conference is for marketers to come together to share insights, build relationships and improve their business. Check out the Affiliate Summit Site to see their recent content and upcoming events.

Why Should You Attend Affiliate Summit East?

If you are looking to learn more about affiliate marketing, build relationships with publishers or advertisers, and have a good time doing it then you should definitely look at attending Affiliate Summit East. Affiliate Summit is one of the best ways to get face-to-face meetings with people who you otherwise may have a hard time scheduling a meeting with. With everyone in the industry in one place, Affiliate Summit is the perfect opportunity to pitch those people who may have not been answering your emails. In addition to that, you can learn a lot by attending educational seminars, networking events, and simply chatting with people while walking around.

How To Maximize Your Time at Affiliate Summit East? 

Time can fly by quickly at Affiliate Summit so you want to make sure you take advantage of every minute by showing up to the conference prepared. At Today’s Business, we contacted our affiliate partners weeks in advance to set up meetings in person. This gave us plenty of time to plan and be prepared for the meetings with relevant questions and pitches. We created notes documents, pitch decks, and gathered resources for each meeting well in advance so that we can capitalize on the 20-minute meetings that we had with top affiliates. This process also enabled us to follow through on actionable items after the event, continuing the relationships that we created and built.

What are the Best
Networking Opportunities at Affiliate Summit East 2022?

Outside of pre-conference outreach to schedule meetings, the best way to network at Affiliate Summit is by attending private events and sponsored happy hours. This year our Manager of Growth & Partnerships, Joe Sanfilippo, attended Martech Record’s Marketing, Content, and Commerce event. This was a ticketed event that offered fantastic insights from top media publishers, networks, agencies, technology partners, and investors in the affiliate industry.

Additionally, some of the large networks like AWIN will often host fairly large happy hour events. Most of these events are invite only so it’s important to find out who is hosting these events and try to find a way to connect with them to get invited. If you are a client or partner then your invite will often be extended in advance.

Outside of these events, you can certainly network at the Affiliate Summit’s meet market and at some of their meet-up events that take place throughout the day.

What did Today’s Business do at Affiliate Summit East 2022?

Today’s Business spent the majority of the time meeting with top content partners. As a digital agency that manages top-performing affiliate programs for brands such as FOCO, State & Liberty, and IGourmet (see all of Today’s Business affiliate programs). At ASE, we specifically targeted content publishers that write content that is ranking on Google and relevant to our brands. In most instances, we have an existing relationship with these partners but we might be meeting new team members or discussing new opportunities. Any time in between these meetings or calls, we performed timely follow-ups for these meetings and attended the meet market to look for any new opportunities we had not currently had in our prospecting deck or meeting calendar. Lastly, Today’s Business attended many sponsored happy hours and events after the conclusion of the conference. Many from the Summit will attend these events, and it is a more casual way to continue/build conversation and relationships with other marketers in the space.

Affiliate Summit East 2022 Meetings

Vox Media

About Vox Media – a leading modern media company – owns publications such as The Strategist, The Cut, The Verge, SB Nation, Polygon, Popsugar, and many more. If you attend an Affiliate Summit event, you definitely want to get in contact with Vox Media and set up a meeting, as the opportunities with them are endless for many agencies and marketers.

Dotdash Meredith

About Dotdash Meredith – one of the largest media conglomerates that owns brands in industries such as Health, Finance, Food & Drink, Home, Beauty, Travel, Tech, and Entertainment. Some of these include Very Well, Health, Investopedia, Eating Well, The Spruce Eats, Better Homes and Gardens, Byrdie, Brides, Shape, Travel and Leisure, Lifewire, Entertainment Weekly, People, and many more. Dotdash and Meredith previously merged, which is still in the process, opening even more opportunities up to work with them.

Penske Media

About Penske Media – PMC’s mission is to be the world’s premier publishing and media organization. They attract a monthly audience of over 310 million to brands such as Billboard, Variety, The Hollywood Reporter, Rolling Stone, sheknows, She Media, and Spy. They stretch between almost every industry in the space, and have opportunities amongst their brands that reflect that.

Healthline

About Healthline – Healthline is the #1 health and wellness site on the internet, and as a media brand they also own other sites such as Medical News Today, Greatest, and Psych Central. If you are attending ASE, and need to meet with a brand that focuses on the health and wellness industry, Healthline should be the first meeting you are trying to set up.

Future PLC

About Future PLC – Future PLC is another media conglomerate that owns many large brands. Future stretches between many different industries, excluding mainly Food and Beverage related content. They have a heavy focus on entertainment and specialist media with brands such as PC Gamer, Tech Radar, Cinema Blend, Guitar World, etc. Other brands include Tom’s Guide, Marie Claire, Country Life, Homes and Gardens, and more.

Biggest Takeaways from Affiliate Summit East 2022

Our summary of Affiliate Summit East 2022 was that we are doing everything right according to the publishers and networks we met with. We have learned a lot about how the mass media publishers operate over the years and having one on one conversations in person helped us really understand what exactly is going on at each of them right now.

The general theme is that the big publications keep a lot of separation between their commerce/business development teams and their editorial teams. Having a relationship with commerce teams is great because they can help you get in front of the editorial team but, in some instances, the commerce teams don’t even receive a whole lot of feedback from their own editorial teams. At Today’s Business, we are utilizing unique approaches to connect with both of these parties and are focusing the majority of our efforts on connecting with writers and utilizing information that they have told us is important to them when making our pitches.

We also have noticed a massive increase in demand within the affiliate world. Due to the iOS14 update, brands have faced serious challenges trying to acquire new customers via Facebook ads. This has caused many brands to turn to affiliate marketing as a new channel for growth. With the increase in demand but limited supply of quality content, prices for inclusion in content publications have gone up across the board. Basically, it’s a good time to be an affiliate content publisher!

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With COVID causing the 2020 ASE to get cancelled it has been a long time coming for ASE 2021. We didn’t know exactly how things would be this year but it’s safe to say that ASE IS BACK! The Today’s Business team had a great time attending the ASE 2021 at the New York Marriott Marquis in Time Square. The team attended educational seminars, met with key publishers, vendors and friends and also networked at some of the events’ happy hours. Below is a recap of some of the events that TB participated in.

Affiliate Summit East 2021 Educational Seminars

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Our Blueprint to a Sell Out Influencer Campaign with 2M+ Impressions

Presenter: Courtney Spritzer | CEO Socialfly

Attendee: Joe Sanfilippo

Summary: This presentation was interesting as we got to learn how other influencer agencies approached influencer marketing. This firm decided to partner with just six influencers over two months opposed to our typical mass influencer recruitment strategy. One thing that would have been nice to know was the budget that went into this campaign as it would have provided some context as to why they chose this approach.

Takeaways : This approach can be a more efficient way to manage influencer campaigns while still generating quality results. Under the right circumstances, we may look to utilize a majority of our budget to partner with top influencers and really focus on amplifying their content.

How this eCommerce Store Spent $12,604 and Made $1,999,349 in 30 Days Using Google Ads’ Smart Shopping

Presenter: Kasim Aslam | Founder & CEO Solutions 8)

Attendee: Joe Sanfilippo

Summary: Kasim did a fantastic job at presenting. He spoke fast but he was really good at capturing the attention of the audience and knew how to make a somewhat mundane topic exciting.

Takeaways: I think my biggest takeaway here was that I need to get my hands dirty with some Smart Shopping campaigns so that I can really understand how these work and how they can be useful for our clients. I also would plan to revisit this presentation for any upcoming presentations that I have so that I can utilize some of the shock and awe techniques that made this presentation enticing. 

Cold Email Secrets: The 24K High Ticket Email Funnel

Presenter: Andrew Sabbatino

Attendee: Matthew Serbos

Summary: Andrew did an awesome job presenting all of the information in a concise manner. He moved a bit fast through the presentation due to time constraints, but being allowed to take pictures helped me focus on the main points of the open discussion. Andrew described the main points of Buying/Setting up a Domain, Finding prospects for outreach, Writing Solid Subject Lines, Coming up with Clever First Lines, Structuring Campaigns, and the Next Steps after the initial Cold Email Outreach. I found his presentation style (results-oriented) to be very rewarding and engaging. It was nice to see that someone was speaking from experience, rather than mundanely reading off a slide show that someone else compiled. Andrew even provided the resources (sites) where we can find the information he uses to conduct his own outreach. He mentioned he basically had a 20% success rate in terms of email responses, which is incredible. It’s definitely the benchmark we can all strive for when conducting cold email outreach.

Takeaways: One of the biggest takeaways I got from the presentation had to do with follow-up emails. He had a specific process and outline for each follow up after the first email goes out. He outlined that the first follow up is just to bump the email back to the top of the inbox. Then, the second follow up, is intended to outline a huge win for one of your clients. After that, the third follow up is just “thoughts”; very short and sweet. Finally, the fourth follow up, you can get creative and include whatever relevant information there is for your vertical/niche. All in all, I thought the presentation was not only extremely informative, but easy to understand. He boiled down cold email outreach into a very simple science that anyone can do!

Rapidly Scale Your Instagram Audience to 100k Followers in 60 Days Using The B.A.S.E Method

Attendee: Joelle Regh

Summary: Mike Roddy, CEO of Empire Social Group, shared his secret weapon of how he has helped his network of entrepreneurs and influencers to rapidly grow a massive account on Instagram with real targeted followers. Roddy broke down the system of the B.A.S.E method and how he uses it in his agency. The B.A.S.E stands for: Brand, Amplification, Social Growth, and Engine. This presentation was very interesting and informative, because Roddy gave detailed information on what the method stands for, and gave real life examples.

Takeaways: The takeaway from this presentation is to find your purpose and mission with your Instagram Account, research the market, define a niche, hashtags play an important role in discovery, and using your Instagram Bio to make the first impression on your audience. 

Affiliate Summit East 2021 Meetings / Networking

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Awin/ShareASale (SAS)

Joe and I got to meet with the New Business Manager who overlooks new brand onboardings for both of the networks. We’ve been in contact in the past but primarily work with a different colleague. Due to the great working relationship between Awin/SAS and Today’s Business, we just wanted to connect to get a sense of how we can strengthen our partnership and also learn what the affiliate networks have coming down the pipeline.

Brent Eppley

Senior Affiliate Manager

Chron.com

My first meeting at ASE was with my rep at Chron.com, the digital home of the Houston Chronicle. I’ve worked with my rep on a handful of campaigns and the results have gone pretty well. After being able to meet in person, and understand more about how Chron.com works and how Today’s Business works, we were able to discuss much more robust opportunities which will only lead to better results and a better partnership going forward!

Brent Eppley

Senior Affiliate Manager

Fat Media

I was sitting at a table planning for my upcoming meeting when a member from the Fat Media team approached me. Almost instantly after introducing himself, I recognized the name and recalled a conversation we had back in 2019 about potentially partnering. We never secured a partnership back in 2019 but after reconnecting at ASE, there’s definitely some great potential to partner now!

Brent Eppley

Senior Affiliate Manager

The Adult Man

Brent & I had the pleasure of meeting our friend from The Adult Man in person. It was really nice meeting with him as we have been working with him for quite some time now for our clients State & Liberty + Tomahawk Shades. We discussed tons of exciting new ideas and ways to get more of our brands featured on TheAdultMan.com. I’m really looking forward to following up with our friend on some of the things we discussed. Also, there’s a chance we might be able to meet in his neck of the woods (Winston-Salem, NC) as I already had plans of traveling there!

Joe Sanfilippo

Manager, Growth & Partnerships

360 Media Direct

I got to meet with my rep at 360 Media Direct who also runs a popular New York Giants blog and we work together within the FOCO campaign. We had a meeting planned just to catch up and see what each other has going on in the near future to see how we can continue helping each other be successful.

Brent Eppley

Senior Affiliate Manager

Microsoft Rewards/Bing Rebates

Upon receiving access to the ASE attendee list, I pinpointed a few prospects that Today’s Business has not worked with before but believed there would be a great opportunity with our brands. I was able to secure a meeting with a rep at Microsoft Rewards to explore how they work with different brands and see if there would be an opportunity to partner in the future. I was presented a deck with all of their partnership opportunities along with highlighting the different brands that Today’s Business works with too. I walked away from the meeting with a great understanding and should be able to find some great ways to work together and help Microsoft Rewards increase their loyal customer base!

Brent Eppley

Senior Affiliate Manager

USA Today/Reviewed

On the first day of the summit, the TB Team attended the Awin Happy Hour at St. Pats bar, a few blocks away from the Marriott Marquis. At the happy hour, Joelle recognized one of our reps at USA Today/Reviewed and engaged in a conversation. We decided it would be best to set up a more formal meeting the next day to discuss more logistical questions of our existing partnership and better understand how we can serve the USA Today/Reviewed team. I walked away knowing that they have a Deals newsletter along with paid placement opportunities for inclusion in upcoming content. I look forward to expanding our partnership with them by providing some exclusive promo opportunities!

Brent Eppley

Senior Affiliate Manager

Revitrage

On day two of the summit, Matt and I connected with a long-time partner from Revitrage over a nice lunch at Junior’s, right across from the Marriott Marquis. I got to pick my rep’s brain on Reddit, as this is their primary form of promotion, to better understand how he’s utilizing the platform to drive purchase intent. On top of that, Matt and my rep got into discussing their music interests which were a perfect match (I was quite lost during the discussion). I definitely look forward to regrouping now that the summit has ended to see what other opportunities exist to partner together!

Brent Eppley

Senior Affiliate Manager

Envolve Tech

Envolve Tech is an interesting Virtual Shopping Assistant tool. It basically is a live chat tool that helps you get your customers to convert in real-time. They are unique in that they operate utilizing an affiliate payment model so you only have to pay a percentage of sale when customers use the live chat to convert. We’re planning to make an introduction to our client, Tomahawk Shades, to get a demo and possibly test this out.

Joe Sanfilippo

Manager, Growth & Partnerships

BeFrugal

On day two of the summit, I got to meet up with a good buddy of mine who handles the partnership side of BeFrugal, a cashback site. My rep and I became close at Affiliate Summit West in 2020 because he put on a charity ice hockey game out in Las Vegas to raise funds for cancer research, called Faceoff With Cancer. I participated in the event, which was an awesome time and we’ve been friends ever since, texting each other about NHL news every so often. We discussed some partnership opportunities but primarily were catching up since it had been a while since we last saw each other in person.

Brent Eppley

Senior Affiliate Manager

Savings United

Similarly to Microsoft Rewards, Savings United is a partner I’ve heard of before but never was able to pin down a partnership… Until now! I got to speak with two reps from Savings United, who were new to their respective positions about all the different types of partnership opportunities they have. The conversation was extremely refreshing and I believe there’s going to be a ton of ways that Today’s Business can help drive revenue for their site. The best part of the conversation was that Savings United can truly be a flexible partner, something that 100% aligns with the brands Today’s Business works with too.

Brent Eppley

Senior Affiliate Manager

My Subscription Addiction

Towards the end of the last day, I got to meet with a partner that Today’s Business has been working with since about 2017, My Subscription Addiction. Recently, we’ve been able to secure some paid campaigns to enhance our relationship and exposure with The Menlo Club. During our meeting, we even finalized some details about an upcoming giveaway and placement package. We are also exploring some other opportunities to move forward with other brands on the Today’s Business roster that we may not have had an in-depth partnership with before.

Brent Eppley

Senior Affiliate Manager

StackCommerce

My last meeting of ASE was with a rep from StackCommerce who I’ve worked with at a different company in the past and recently made the switch. I got to learn more about the way StackCommerce structures their partnerships and opportunities and while most opportunities involve a flat fee, I believe there is going to be some great potential to work together in the near future!

Brent Eppley

Senior Affiliate Manager

The post Affiliate Summit East (ASE) 2021 Recap appeared first on Today's Business.

The day has come! NCAA athletes can now monetize their Name, Image, & Likeness (NIL) and this story has been breaking the internet. Here at Today’s Business we’ve been helping professional athletes build their brand and monetize their fan base for almost 10 years. We’re also experts in managing influencer marketing campaigns for brands. We sit right in the middle of the brand + athlete world so we have a lot of insights from both sides of the fence and in this blog we’re going to share everything we know with you as NIL marketing experts.

NIL Marketing Experts

First off though, why should you trust Today’s Business as an expert on this topic? Great question. We’ve helped athletes like Chris Hogan earn almost half a million dollars in endorsement deals with brands like Pepsi, Bose, FOCO, the Menlo Club, & more. We’ve done deals that are flat payments, deals that are affiliate or performance-based, hybrid deals, and even have helped Chris earn equity in brands like EPOCH Lacrosse, Tomahawk Shades, & the Premier Lacrosse League.

On the flipside, we have been managing influencer campaigns for years for brands like ButcherBox, Bodybuilding.com, FOCO, & Chomps. We help these brands maximize every dollar they spend to help them achieve their goals, whatever they might be.

So what do we think about the new NIL laws? We’ve got a lot of thoughts on this hot topic but to keep this short and sweet we’ve broken it down into five key points below:

What Brands Need to Know about NIL Marketing

1. Know each state’s laws and strategize accordingly

ESPN’s article is a great source on this topic. Every state has different laws so make sure you know this before launching a campaign so you can focus on the markets that best fit your ideal customer profile.

2. Act fast to maximize your NCAA athlete marketing program

The brands that create the biggest splash the quickest will win. We’ve already seen this happen with Yoke Gaming, Boost Mobile, and other early adopters. Everyone who is moving quickly has seemed to capitalize on free media and press.

NCAA athletes want to do marketing deals and they want to do them now so get to them while they are highly interested!

3. Women’s sports

A lot of women athletes don’t have as many opportunities to monetize their NIL at the pro level but at the same time they can be very influential while in college. We see this as a great opportunity. Unfortunately, women’s athletes don’t always get the same level of attention and amenities as the big D1 football and basketball stars. Now is a great time to show that your brand is forward-thinking and wants to help women’s athletes get the attention and compensation that they deserve!

4. Provide Guidance & Help Educate

Not every athlete is a marketing major! Teach these athletes what quality content is. Provide them with great examples of how they can promote brands. Explain the difference to them between features and benefits when it comes to pitching your products or services. Make it easy for them to succeed!

5. Look for ways to build deeper relationships

It’s important to find those athletes who truly love your brand. These people will create the best content and will sell your product the best. Look to build with these people long-term and see how they can help you expand your ambassador program beyond the locker room and to their peers, friends, and family.

Quotes from our Marketing Experts about NIL NCAA Rule Changes

“Here at Today’s Business, we have gotten countless inquiries from brands, athletes, and universities looking for guidance on how to collaborate with one another. We have tons of exciting stuff in the works so definitely stay tuned to our social channels!.” – Tom Ottaiano | CEO

“It was only a matter of time before the NCAA had to allow student-athletes to monetize their Name, Image, & Likeness. I’m glad that they finally did because this opens up the door to so many new and exciting ways for brands to build their ambassador programs and find unique ways to create win-win opportunities for all.” – Joe Sanfilippo | Growth & Partnerships

Athlete Marketing Can Be Simple & Effective When Done Correctly

As you can see, the theme here is that these new NCAA NIL rule changes provide a lot of opportunities for brands to create more awareness and increase sales volume. The key to success with NCAA athlete marketing is knowing the rules, acting fast, finding new opportunities, educating your ambassadors, and building meaningful relationships. While this may seem simple, the work that needs to be done to properly build an athlete ambassador program is quite cumbersome. We recommend working with an expert influencer marketing team to help you organize and build out a brand ambassador program full-time. If you’re looking for more info about NIL marketing contact the Today’s Business team today!

The post 5 Takeaways for Brands Trying to Capitalize on the new NIL NCAA Rules appeared first on Today's Business.

Client Overview

Celebrity Goat is a goat cheese brand which sells premium goat cheese variations throughout the United States and Canada at retailers like CostCo, H-E-B, Foodtown, ACME, & more.

The team at Celebrity Goat had the following objectives:

• Create more brand awareness & recognition 
• Create influencer content that they can use as a selling point to retailers to secure more product placement on shelves
• Create an influencer marketing campaign that could be replicated for new markets such as Canada and also for new brands and/or product launches

The Strategy

Given the objectives and Celebrity Goat’s budget + current situation, Today’s Business recommended running an influencer marketing contest in which only influencers who were invited could participate.

Most people who tag @celebrity_goat on Instagram were often posting just cheese board posts. So we wanted to challenge influencers to come up with unique and exciting content that is not just a cheese board post.

Influencers were challenged to create a #FamouslyGood Instagram Reels video going #BeyondTheBoard and using the goat cheese in a unique way.

Influencers were sent a care package of Celebrity Goat cheese products and promotional items and were asked to create a video & post it between June 1st and June 3rd to kick off #NationalCheeseDay on June 4th.

Influencers were informed that Celebrity Goat will repost their Reel throughout the month of June and the video that receives the most likes + comments will receive $1,000 and the 2nd place winner will receive an iPad.

The Results

Overall, we believe the influencer marketing campaign was a big success. We were able to meet the client’s objectives while also staying within a very tight budget.

39

Influencer Profiles Posted

194

Influencer Stories

33

Influencer Reels

68

Influencer Posts

558k

Impressions

1m

Potential Reach

38.4k

Engagements

Post Comments as High as

184

@annie_eatsfood

@chloebellexx

@beautifulbitesbycarly

@chelslikescheese

Some of our influencer content even got featured on major publications like the Vegetarian Times Magazine

Celebrity Goat Instagram Profile

27%

Follower Increase

732%

Impression Increase

28%

Engagement Increase

1,027%

Profile Action Increase

Product Inquiries from Across North America

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The post Celebrity Goat Influencer Marketing Campaign Case Study appeared first on Today's Business.

Forever Collectibles Inc. (FOCO) is one of the largest manufacturers and distributors of licensed merchandise in the world. They have partnerships with all of the major sports franchises (NFL, NBA, MLB, NHL, etc.) as well as entertainment franchises such as DC Comics, Game of Thrones, & Stranger Things. FOCO has traditionally sold most of their manufactured products to a variety of other resellers, Fanatics.com for example. However, FOCO recently launched an e-commerce website, FOCO.com, with goals of building FOCO brand awareness and increasing direct to consumer sales. FOCO hired Today’s Business in June of 2019 to help them develop and manage an affiliate marketing program. By July, things were off to a great start and the program was booming. The collaboration between both teams was outstanding and FOCO knew that Today’s Business was ready for the next big challenge.

The Challenge

FOCO has traditionally done well in Q4 due to the popularity of their Holiday Sweaters.

But this year FOCO had two new products, Christmas-themed Pajamas and Hoodeez that they knew would be a hit this year if marketed correctly.

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With the successful launch of the e-commerce website and the recent addition of the affiliate program, FOCO was ready to invest in a campaign designed to build the FOCO brand. Here were the challenges that needed to be addressed:

Low Brand Awareness

How can we leverage the holidays and seasonal products to build our brand?

Athlete/Influencer ROI & Management

How can we get the best bang for our buck using athletes? How can we get athletes to properly fulfill their obligations while they are in the middle of their season?

Competition

How do we differentiate from the other licensed sports merchandisers out there?

The Solution

With a lot of challenges, FOCO turned to Today’s Business to help create an athlete marketing campaign that could help the brand reach its goals. Knowing the NFL and evaluating the products that FOCO had, we knew that the way to compete here, create a buzz, and see a return on investment we would have to appeal to women and families. In collaboration with FOCO, we created the #FOCOFamily campaign.

First, we analyzed FOCO’s Google Analytics alongside 3rd party data to analyze each team’s fan equity and social equity or how much money they spend on their teams, and how much they support their teams on social. We created a ranking for all of these teams based on this data. Once we had identified what teams should be the main focus we turned to the players. This is where things got a bit more complex.

To help select the player’s we used the Today’s Business NFL player database and reviewed the following metrics:

• Instagram following by volume
• Percentage of authentic followers
• Athlete’s percentage of female followers
• Instagram posting frequency
• Family content posting frequency
• Wife’s Instagram Following
• # of children
• Athlete position

By reviewing this information we were able to select the athletes who would produce the best content for the campaign and who would resonate most with our target audience. Also, we knew that by getting families involved this would appeal to athletes who post family content and we would be able to pitch this to our network of athletes as a great opportunity for them to produce great content that their fans would engage with while also getting paid. This method helped us recruit over 100% more athletes than we had guaranteed in our proposal and also helped secure fantastic rates.

Securing the athletes was step one in the campaign but we knew to truly drive results we would need to have the ability to repurpose this content for advertisements. Anybody who is in the social media marketing industry knows that organic reach has been in decline since Facebook updated its algorithm in 2018. Social media is a “pay to play” space for advertisers so we knew that organic reach wouldn’t be enough to move the needle. We made sure we contracted content usage rights for all of our athletes so that we could run advertisements on social media.

We also used the athletes’ images on the website to help increase conversions.

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• 
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While this campaign was going on we still had our affiliate team working tirelessly bringing everything full circle. We did product placement to get the product featured on HBO’s Hard Knocks. We used the content from the athletes to help secure big publishers such as FanSided, SBNation, and more.

The Results

Today’s Business helped FOCO create a huge buzz around these products and this campaign. By Christmas Day, nearly every NFL athlete & their family members had seen our content. This created a “network effect” where athletes and influencers from all leagues were constantly reaching out to Today’s Business plus the FOCO team asking to join the campaign… for free. By having the right product, strategy, timing, and execution we made it so that athletes wanted to post and be a part of the #FOCOFamily campaign. This campaign was declared a “massive success” by the FOCO team creating huge quarterly and year-over-year sales lifts for the brand. Additionally, the campaign helped FOCO win the NFL’s Innovation Award for “executing forward-thinking social marketing campaigns”. Today’s Business also won the 16th Annual Davey Awards Gold Award for this campaign!

127%

Sales Lift (2019 Q4 Vs. Q3)

369%

Sales Lift (Q4 2019 Yoy)

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The post Award-Winning Athlete Marketing Case Study: Using NFL Athletes to Create National Brand Awareness & a 369% Sales Lift appeared first on Today's Business.

Client Overview

Butcher Box is a direct to consumer subscription service that delivers extremely high-quality meats directly to your doorstep. Butcher Box invests heavily across almost all marketing and advertising channels. They particularly have strong investments in the affiliate, influencer, and podcasting channels working with major players like Joe Rogan, Morning Brew & Colin Cowherd. Butcher Box engaged with Today’s Business in the latter half of 2020 to help them explore new affiliate content partnerships.

The Results

In total, Today’s Business sourced over 50 influencers to promote this campaign generating over 125 Instagram posts & story segments plus a podcast feature. The total reach of the campaign was around 2.25 million. Better yet, this was all turned around in under 2 weeks and included top tier athletes (i.e Ian Happ & Chris Hogan), celebrities (i.e Carissa Culiner & Victoria Arlen), micro influencers (Elise Tate, John Shackleton), and even video producers.

125+ Instagram posts & stories

50+ Influencers

2.25 million reach

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Cabinets Direct USA is one of the oldest and leading cabinet and countertop suppliers in the northeast, providing various kitchen and bathroom remodeling services since 1 …

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The post Butcher Box Big Game Bundle Influencer Marketing Campaign appeared first on Today's Business.

Introduction

In June of 2019, a healthy meal delivery service that provides meals for customers across the country signed with Today’s Business to manage its affiliate marketing program. The client was looking for a new partner who shared a similar motivation for growth and had the expertise to effectively manage and grow the affiliate marketing program.

Check Out More of Our Work

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Choosing the theme of this campaign, British Invasion, came down to tapping into nostalgia of Publix’s main consumer base in order to draw as many eyes to the cheeses as …

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Celebrity Goat Influencer Marketing Campaign Case Study

Celebrity Goat is a goat cheese brand which sells premium goat cheese variations throughout the United States and Canada at retailers like CostCo, H-E-B, Foodtown, ACME, …

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Cabinets Direct USA is one of the oldest and leading cabinet and countertop suppliers in the northeast, providing various kitchen and bathroom remodeling services since 1 …

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Learn about the influencer marketing campaign that created a huge year over year sales lift and won the NFL’s Innovation Award for “forward-thinking social marketing camp …

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Raleigh Orthopaedic Clinic is an orthopaedic group with 23 board certified and board eligible orthopaedic surgeons plus 6 clinic locations throughout Wake County, North C …

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The post Increasing Monthly Affiliate Transactions by 160% for a Meal Delivery Service appeared first on Today's Business.