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BEST PRACTICES | JANUARY 2009
How to Continue Christmas Success Into the New Year
by Ekaterina Andreyev
With 2009 upon us, most Advertisers have wrapped up their Holiday promotions, and are gearing up for the year ahead. The question that is likely on most of their minds is, “How can I make 2009 successful, and build upon learning’s from challenges I’ve faced?”
Going into 2009, many of us resolve to change how we have done things in the past and to do things differently in the new year. Just because the holidays are over, doesn’t mean we need to stop the initiatives that were successful, or reflect back on the things learned from the challenges faced this past year. Instead, add on to what you already know with these tips:
Goal Setting
- Take time to refine your ’09 program strategy
- Set goals and lay out quarterly initiatives
- Review any potential budget constraints
Affiliate Communication
- Keep up direct communication with Publishers!
- Email replies to publisher questions in 24-hour turnaround time
- Personal email and phone outreach to top and high potential publishers
- Take advantage of placement opportunities. These are offered throughout the year, and many are able to give you better placement for an additional 1% increase in revshare.
- Send out an annual survey to all Publishers to gain insight into what they’d like modified as well as what they’d like to leave unchanged.
- If possible, share your Marketing calendar ahead of time with a select group of Publishers who are top revenue generators and would benefit from this lead time
Program Management
- Run a quarterly Activation campaign
- Develop the details of the promotion – duration, applicable products or services, rewards, design of communication piece and necessary steps for participation.
- Communicate and educate – make sure your target audience not only knows about the promotion, but understands its value. Actively promote the promotion throughout the campaign with reminder emails or new creative
- Review all touch points on a monthly basis.
- Run a semi-annual creative clean-up. This will not only ensure that Publishers are viewing and promoting your latest creative, but it will help eliminate some of the clutter that builds up over the months
- A good practice is to update your Create Links page at the same time as you send out your Newsletter. This ensures seamless integration between the promotions you are pushing out and what your publishers are viewing when they log in.
- Ensure that your T’s & C’s are updated for each live offer
Compliance
Use the IP report found under the “Account” section of your Advertiser interface to research Publishers you believe may be violating your Ts&Cs
Reach out to these Publishers via phone/email to inquire about their business model and how they’re driving traffic to your site
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