APRIL 2024MARTECHOUTLOOK.COM9publishers will also offer regionally-targeted placements such as mobile push notifications. 3. THE RIGHT MIX OF PUBLISHERS Low-funnel, top-revenue drivers will be the strongest contributors to amplify the new product launch. These are your traditional cashback publishers, such as Rakuten and Honey, that have stepped up technologically to assist the customer journey with Chrome extensions and in-store offerings. Collaborating and booking media with top-of-the-funnel content publishers, such as Buzzfeed, will be key for introducing the new product. Focus on partners that are already aligned with your brand and have proven that their placements are successful for your brand. Influencers are strong partner options to create content for products that may need additional explanation on usage. While the branding and packaging of the product should explain the functionality, if there is still ambiguity, then you should book creators who are savvy with tutorials, versus posting photos only. LTK (rewardStyle and LIKEtoKNOW.it), Magiclinks, and Sovrn are distinguished partners that can build packages of affiliate influencers for flat fees. These influencers will create content around the usage of products that can be featured as posts or stories across all social media platforms. Contractually review all content beforehand and ensure that you have the right to re-purpose the content across your brand's social platforms. Other unique pay-for-performance publishers that could be leveraged for the new product campaign launch are card-linked offer publishers, such as Figg and Cardlytics. These partners will create custom marketing plans that will amplify brand messaging, driving sales online and offline. Finally, collaborating with crypto publishers, (e.g., Coinbase and Changelly) could be great additions to reach the Millennial and Gen-Z demographics. 4. PUBLIC RELATIONS COLLABORATION Many publishers that the brand's PR team collaborates with for a given product launch will also have affiliate programs in place. Negotiating in conjunction with the PR team to include affiliate commissionable links within posts and articles could earn the PR team some deep discounts on the overall flat fee media buys. Also, these publishers may be more enticed to push the press releases across platforms if they can generate income with the commissionable links. These four approaches utilize affiliate partnerships to successfully drive incremental revenue and awareness surrounding new product launches. With proper tracking in place and these proven strategies available to boost sales and exposure, tapping into your partnerships can be a fantastic way to scale new product launch campaigns.
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