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FINISHLINE.COM’S AFFILIATE MARKETING RACES TO THE TOP

Billion-Dollar Athletic Shoe Retailer Will Reveal How Affiliate Marketing Became Its Top ‘Paid Marketing’ Channel At IIR Performance Marketing Expo Sept 27- 29 in Miami, FL

Miami Beach, FL and Indianapolis, IN (August 10, 2010) – High performance describes more than just the top name brand athletic footwear Finish Line, Inc. sells; it also applies to the retailer’s online affiliate marketing program, which is growing by record numbers annually.

According to Finish Line’s affiliate marketing manager, Rob Gough, the retailer’s affiliate marketing program has consistently outperformed annual growth objectives for three consecutive years and is now the retailer’s largest paid online marketing channel – outperforming even paid search.

“When I joined Finish Line three years ago, my task was to grow our affiliate program 15% annually,” said Gough. “Since then I have grown the affiliate business roughly 1000%. It’s generally unheard of for an affiliate program to become more of a volume driver than paid search and email, but at Finish Line affiliate marketing is currently our number one performance marketing vehicle.”

Gough emphasized that to succeed in affiliate marketing, retailers need to pay much closer attention to their affiliates. “These publishers promote thousands of other retailers, so making sure we’re top of mind is a constant challenge,” said Gough. “You don’t win that extra placement on their site or get them to devote an extra 30 minutes of their time to promoting you unless you understand their needs and enlist them as true partners.”

“I get to know our affiliates personally. I treat them as if they were part of our in-house sales team,” said Gough. “It’s like managing a department of 4,000 people. You need to activate, motivate, and excite them.”

Gough will share a number of tactics that have enabled Finish Line to effectively engage its affiliate partners with remarkable success at IIR USA’s 1st annual Performance Marketing Expo running September 27-29 in Miami Beach, FL.

Interested parties may also tune in to a podcast discussion with IIR USA about Gough’s presentation topic – using contests and promotions to maximize affiliate excitement – by visiting the Performance Marketing Expo blog.

FOR FURTHER INFORMATION, PLEASE CONTACT
Roger Jarman
Marketing Manager
Institute for International Research
Phone: 646.895.7307
Email: rjarman@iirusa.com

Organized by IIR USA – the leading provider of action-oriented trade conferences for business professionals – the Performance Marketing Expo boasts a one-of-a-kind program that combines in-depth, practical learning with facilitated networking to create new business opportunities between retailers, affiliates and network providers. The event takes place September 27-29, 2010 in Miami Beach, FL. For further information, please visit the official PME website.

Institute for International Research
708 Third Avenue - 4th Floor
New York, NY 10017

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