{"id":55,"date":"2007-02-21T08:31:11","date_gmt":"2007-02-21T07:31:11","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/02\/21\/etude-de-cas-daffiliation-promovacances-first-coffee\/"},"modified":"2007-02-21T16:53:08","modified_gmt":"2007-02-21T15:53:08","slug":"etude-de-cas-daffiliation-promovacances-first-coffee","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/02\/21\/etude-de-cas-daffiliation-promovacances-first-coffee\/","title":{"rendered":"Etude de cas d&rsquo;affiliation : Promovacances &#038; First Coffee"},"content":{"rendered":"<p>Le d\u00e9cors :<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.promovacances.com\/z\/go\/images\/v04-logos\/logojun2005.gif\" title=\"Logo Promovacances\" alt=\"Logo Promovacances\" align=\"left\" height=\"84\" width=\"223\" \/>   <img decoding=\"async\" src=\"http:\/\/network.first-coffee.com\/common\/images\/logo_fcn.gif\" height=\"83\" width=\"161\" \/><\/p>\n<p><a href=\"http:\/\/www.promovacances.com\/\" title=\"Promovacances\" target=\"_blank\">Promovacances<\/a>, c&rsquo;est 600 000 clients en 2006, 2000 avions affr\u00e9t\u00e9s par ans.<\/p>\n<p><a href=\"http:\/\/network.first-coffee.com\/\" title=\"First Coffee\" target=\"_blank\">FirstCoffee<\/a> est la filiale fran\u00e7aise de Zanox (en fait, Zanox a rachet\u00e9 FirstCoffee)<\/p>\n<p>Comme pour l&rsquo;\u00e9tude de cas sur Snapfish, j&rsquo;ai \u00e9t\u00e9 marqu\u00e9 par le c\u00f4t\u00e9 \u00ab\u00a0animation commerciale\u00a0\u00bb du programme d&rsquo;affiliation.<\/p>\n<p>La responsable marketing de Promovacances, qui nous a fait cette pr\u00e9sentation, a une p\u00eache \u00e9norme, et quand elle parle d&rsquo;animation, on sent bien que \u00e7a doit \u00ab\u00a0briller de partout\u00a0\u00bb !<\/p>\n<p>De la part de FirstCoffee, ils nous ont pas mal parl\u00e9 du travail qu&rsquo;ils font pour comprendre et aider les affili\u00e9s : savoir qui ils sont (homme \u00e0 83%, 62% gagnent plus de 30 000 \u20ac par ans, <strong>2% gagnent plus de 2 millions \u20ac par ans<\/strong>&#8230;). Le message de FirstCoffee, c&rsquo;est qu&rsquo;<strong>aujourd&rsquo;hui, les affili\u00e9s ont le choix<\/strong> : ils peuvent s\u00e9lectionner les meilleurs programmes d&rsquo;affiliation. <strong>Aux e-marchands d&rsquo;\u00eatre les meilleurs<\/strong>.<\/p>\n<p>Ils \u00e9tudient les affili\u00e9s, car ce qu&rsquo;ils pensent, c&rsquo;est qu&rsquo;<strong>un r\u00e9seau commercial, pour qu&rsquo;il fonctionne, il faut le connaitre<\/strong>, puis lui donner les \u00e9l\u00e9ments qui vont bien :<\/p>\n<ul>\n<li>Le bon produit ;<\/li>\n<li>Au bon prix !<\/li>\n<li>Des outils de vente riches, vari\u00e9s (images et animations GIF souvent renouvel\u00e9es, \u00e0 des formats tr\u00e8s divers). Dans le cas de Promovacances, c&rsquo;est <strong>plus de mille (!) visuels qui ont \u00e9t\u00e9 mis \u00e0 la disposition des affili\u00e9s <\/strong>;<\/li>\n<\/ul>\n<p><strong>Dans le domaine des voyages, comme de la high tech, on atteint des taux de transformation de 2% <\/strong>(alors que ces taux sont plut\u00f4t de 0,7 \u00e0 0,8% en moyenne sur les autres produits). Taux de transfert, \u00e7a veut dire que pour 100 affichages de la publicit\u00e9, X% des clients ach\u00e8tent le produit.<\/p>\n<p>Pour info, un tableau des taux de transformations, en fonction du support utilis\u00e9 :<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0702\/affiliation4.jpg\" height=\"311\" width=\"500\" \/><\/p>\n<p>Ce qu&rsquo;ils appellent XML, c&rsquo;est en fait des gabarits HTML, aliment\u00e9s par des flux XML dynamiques, permettant d&rsquo;avoir des offres \u00e0 jour en temps r\u00e9el.<\/p>\n<p>Ce qui est marquant de mon point de vue, c&rsquo;est<\/p>\n<ul>\n<li>L&rsquo;\u00e9cart type : le tr\u00e8s grand \u00e9cart entre le taux min et max. Cel\u00e0 montre bien que le format n&rsquo;est pas le seul param\u00e8tre. <strong>Il faut que tous les param\u00e8tres (produit, prix, &#8230;) soient bons pour arriver, par exemple, \u00e0 des taux de transformation de 4%<\/strong> (ce qui est \u00e9norme !).<\/li>\n<li>La tr\u00e8s forte sup\u00e9riorit\u00e9 des formats dits XML, qui permettent des contenus plus riches, plus dynamiques et mieux adapt\u00e9s aux sites des affili\u00e9s.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le d\u00e9cors : Promovacances, c&rsquo;est 600 000 clients en 2006, 2000 avions affr\u00e9t\u00e9s par ans. FirstCoffee est la filiale fran\u00e7aise de Zanox (en fait, Zanox a rachet\u00e9 FirstCoffee) Comme pour l&rsquo;\u00e9tude de cas sur Snapfish, j&rsquo;ai \u00e9t\u00e9 marqu\u00e9 par le c\u00f4t\u00e9 \u00ab\u00a0animation commerciale\u00a0\u00bb du programme d&rsquo;affiliation. La responsable marketing de Promovacances, qui nous a fait [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2,7],"tags":[371,373],"class_list":["post-55","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Etude de cas d&#039;affiliation : Promovacances &amp; First Coffee - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2007\/02\/21\/etude-de-cas-daffiliation-promovacances-first-coffee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude de cas d&#039;affiliation : Promovacances &amp; First Coffee - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Le d\u00e9cors : Promovacances, c&rsquo;est 600 000 clients en 2006, 2000 avions affr\u00e9t\u00e9s par ans. 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