One question you can guarantee you’ll be asked if you’re an account manager at an affiliate network or agency is ‘What makes for a good affiliate incentive?’
Overall we try and advise merchants to run promotions that are as inclusive as possible, not just rewarding the same top performers (in fact this can actually serve as a disincentive as most affiliates know they don’t stand a chance of winning anything).
Cracking promotions and incentives are now becoming a much more regular part of a well run affiliate campaign and as affiliate marketing grows in size so engaged merchants allocate more and more budget to running them.
And gift experience or gadget merchants seem to be particularly good at it in the run up to Christmas.
One of the first off the mark this year is Red Letter Days boasting the dynamic duo of Angela Greenwood and Joshna Patel to fight for every last affiliate sale. Here Angela explains a bit about the Red Letter Days 2009 Christmas promotion:
“Here at Red Letter Days we put a lot of thought into our incentives and this Christmas we wanted to offer a wide range of opportunities for all of our affiliates to secure a desirable prize.
Last Christmas we launched a very well received incentive scheme structure offering a variety of guaranteed prizes in return for affiliates hitting various sales tiers. Again this year we’ve made the entry level very achievable, with prizes starting at just £1,500 worth of sales over 3 months (1 October to 31 December) to ensure our smaller affiliates have a good chance of getting a reward. We’ve selected what we think is a very enticing range of options at each sales tier, including Bose sound systems, Gucci watches and Mulberry bags for the fashionistas!
This year we’ve also taken things a step further by adding in some major holiday prizes, including a 7-night trip to Bali for two and two runner-up prizes of the winner’s choice of city break for two (Venice, Cannes or Barcelona).
Again we’ve tried to ensure that any affiliate, big or small, has the chance to win one of these, so we’ve adopted what we believe is an innovative approach to determining the winners. For example, one of the runner-up prizes will go to the affiliate judged as having the best Red Letter Days landing page, which means any affiliate who puts in the effort and creativity has a good chance to be in the running for this.
We’ve also come up with a variety of ways for affiliates to earn extra entries into the draw to win the top Bali holiday prize – not just for making big sales – and we’ll be continually releasing new ways to earn entries from 19 October onwards. We particularly like the way that this approach rewards loyalty and interest in our communications, and gives affiliates of all sizes the opportunity to get a good amount of entries into the draw.
Finally, seeing as the rewards mentioned above will be distributed in January, we also wanted to make sure that our affiliates have the chance to receive a gift in time for Christmas! So we’ll be sending out gourmet Christmas hampers to all affiliates who’ve made more than £750 worth of sales by 30 November so that some goodies will land at their doorsteps during the festive season.”
So there you go Affiliate Window merchants, the gauntlet has been well and truly thrown down. And if you’re still not convinced Angela has these final words of wisdom:
“The feedback so far has been fantastic. We’d encourage all merchants to put the effort into coming up with a really cracking incentive scheme as the benefits to the programme are well worth it. Not only do we see a significant effect on the bottom line, but it’s also very valuable for building loyalty amongst existing affiliates and enticing new affiliates to come on board.”
If you’d like to find out more about the Red Letter Days programme click here