APRIL 2024MARTECHOUTLOOK.COM8IN MY OPINIONSTRATEGIC APPROACHES UTILIZING PARTNERSHIPS FOR NEW PRODUCT LAUNCHES A consistent question that clients are increasingly asking is how they can support new product launches by tapping into their partnerships. Clients gravitate towards affiliate partnerships due to their high return/minimal risk nature, combined with the opportunity for increased brand awareness. The affiliate channel is both niche as well as up-and-coming; however, it does weave through the grander traditional marketing channels (i.g., paid search and social). There has been a growing interest surrounding campaigns for product launches because of advancements in tracking from affiliate platforms. These technological developments have provided opportunities for unique partnerships and commissioning efforts around these launches. By tapping into your partnership's individual audiences, you can display the new products to their followers and make a strong splash in the market. This article highlights four effective approaches for product launches that will set you up for success within the affiliate space. 1. ATTRACTIVE OFFER An enticing offer to launch and allow affiliates to promote is important. Affiliate consumers are some of the savviest shoppers and are consistently sourcing for the best offer. Partners also need to feel By Samantha Duncan, Director, Affiliate Marketing, Dentsu Media US that the offer is strong enough to invest their own marketing dollars and efforts behind it, as well as featuring it on their sites. Offers should be available to new and returning customers. They should also be redeemable on a national scale. This will help maximize the scope of audience reach and potential buyers. Working with your top publishers and offering them exclusive promo codes for the new product is also a great tactic to get features and optimized site SEO for your brand. If the new product steers away from discounts, there is an opportunity to advertise during publisher events. For example, Capital One Shopping events will offer boosted cashback in exchange for features on their site. 2. DYNAMIC COMMISSIONING Employ your affiliate network's technology to pass back data that can optimize payouts for new products. By passing back Category or SKU data, you can create lists that offer increased payouts for the new products. Be sure to alert partners of the increased payouts for the specific products with a network newsletter and designated text links. Commissioning by region is another useful tactic for products if there are geographical soft launches planned. An outdated idea pertaining to affiliate marketing is that most publishers cannot easily focus demographically, but now top Samantha Duncan
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