First direct
Background
First direct is a market leading direct bank, and has been the UK’s most recommended bank for the last 13 years.
When OMG launched as first direct’s second network in January 2005, they had already worked with Tradedoubler, and were running a successful invitation-only programme for their current account through Commission Junction.
Launch
As OMG charges no set-up or management fees, there was no risk to first direct in launching a programme on the network, but from the outset, OMG delivered additional incremental application volumes for the bank by identifying and recruiting reliable affiliates to the programme. As OMG already had close working relationships with all of the UK’s leading finance affiliates, and a track record of only promoting effective programmes to affiliates, OMG’s affiliate sales team were quickly able to demonstrate the network’s volume potential.
Consolidation into OMG
OMG’s proactive relationship-based approach quickly had an impact upon first direct’s approach to affiliate marketing; with the standard and scope of account management, combined with OMG’s experience in brand protection and technology all influencing their decision to close their existing programme and consolidate all affiliate marketing into OMG. They also had the confidence that OMG would be able to manage an open programme, without the brand protection and compliance issues they had encountered with previous programmes. According to Claire Gunson, Advertising Manager at first direct ‘Having experienced the quality and speed of service from OMG, and seen how quickly they were able to reflect changes to our offer across all affiliate sites, we were convinced that they were the best network to run a manageable and effective open programme for first direct.’
Results
Sales volumes grew significantly month on month from the start of the OMG programme. By the end of July 2005, when OMG became first direct’s sole affiliate network, sales volumes had increased to a point where they were approximately 50% up on recent multi-network figures. Claire Gunson says ‘We are very pleased with the results so far. We have seen an encouraging increase in volumes’. Apart from the sales increases, OMG’s approach to affiliate manangement has had other beneficial results for first direct: ‘OMG’s programme management means that affiliate marketing now takes up much less of my time than before, whilst OMG’s dynamic creative and editorial means that all of our product details are automatically updated on all affiliate sites whenever we change our rates or offer. We can rest assured that affiliates are continually compliant, and in the event that anyone breaks the rules, OMG will resolve the issue quickly and effectively.’
