Following the recent announcement of PhotoBox’s programme consolidation we caught up with Romain Bertrand, Head of Acquisition and Partnerships, to learn more about how this will impact the strategy of Europe’s number one online photo printing and sharing community.
What factors led to your decision to consolidate the PhotoBox affiliate programme?
The PhotoBox affiliate campaign launched with Affiliate Window in 2004. In 2008 we brought Webgains into the equation, primarily to maintain a working partnership with Quidco and also to broaden the catch of affiliates and take advantage of any additional technology, knowledge and experience that working with another network can bring.
Over time it became apparent that we needed to assess the value in working with multiple networks, as work load was being duplicated but to no obvious gain. Each affiliate campaign is unique and having a great working relationship is crucial. We felt that it was the right time to move to a one to one partnership where we could cater to each affiliate’s needs and think outside the box. Our aim was to specifically focus on how we could evolve, modernise our approach and lend greater support to publishers; with their market-leading technologies and community choice industry status, Affiliate Window was the right partner to help us meet these objectives. It’s exciting to be working exclusively with a network whose ideas, innovations and goals are on a par with our own.
What are you doing to more intelligently target both new and existing affiliates?
Recruitment is an ongoing element for our campaign, and although we’re proactive, we also believe in the ‘domino effect’ – the better your campaign does with your existing affiliates, the more new affiliates will want to come on board and get involved in the action.
One of the key hurdles to overcome is ensuring that existing affiliates are actively promoting PhotoBox. We feel it is important to grow these affiliate relationships and ensure that each partnership realises its full potential. In order to do this we have focused on building one-on-one relationships, and providing affiliates with the tools, such as fresh banners, bespoke landing pages and voucher codes, regularly updated product feed, and compelling promotions, and the support they need to promote PhotoBox in an intelligent and effective way.
Although we have over 8.5 million members throughout Europe, the PhotoBox consumer base is still growing and we have found the affiliate channel to be one of the best ways to effectively acquire new customers. To ensure affiliates are being sufficiently rewarded for delivering us new business, we have today launched a brand new commission structure, the full details of which can be found here. Our new approach gives affiliates the opportunity to earn significantly more commissions; with up to £6 for each new customer sale and 20% for repeat sales. There is also more transparency on which products and offers to promote through better, more regular and advanced communication and improved user journeys. We believe this unique approach will be integral to the growth and success of this year’s revamped campaign.
How do PhotoBox strategically integrate the affiliate channel within their wider marketing mix?
The affiliate channel is a key part of our digital marketing mix and an excellent way to get the PhotoBox brand out into the far corners of the web. Each month we plan and discuss our affiliate promotional plan internally, in the same way our other marketing channels are discussed. We then agree our strategy a month in advance and review our results month on month to see what’s really moving the needle.
We use these monthly learning’s to develop new strategies and exclusive offers in an effort to keep this channel fresh, engaging and appealing to our partners. We ensure they’re kept up to date with our latest promotions, product launches and other advertising activities through the PhotoBox community news.
What are your views on the growth of the affiliate channel this year and what are you doing to capitalize on this?
We have a grand vision for the affiliate channel. Up to 50% YOY sales growth is predicted for 2010 and we’re off to a healthy start with an 84% YOY increase in new customer acquisitions across March.
There are plenty of things in this year’s pipeline to get excited about too. We’ve already launched a popular array of new lines, from our Breast Cancer Campaign Pink mug for mums, our Valentine’s Day book, our cookbook and now our Pro Posters and there are more product innovations to come. We also have our huge 10 year anniversary campaign on the horizon, which will see our message in the national press and distributed to our 19,000 engaged social media PhotoBox fans. We’re also exploring the use of video content plus you can expect a big digital announcement just around the corner.
As PhotoBox is celebrating its 10 year anniversary next month, what celebrations do you have planned?
We’ll be celebrating in style in the form of a superb black-tie summer party. It’s a chance to gather together everyone who’s had a hand to ensure our success story became a reality; making PhotoBox a household name. We can’t think of a better way to say thank you to everyone for all their passion, dedication and hard work and to kick off the next 10 years of achievements! There will of course be invitations for affiliates, so watch this space for details….!
For more information about the PhotoBox affiliate programme please contact:
Affiliate Marketing Executive
t: 020 7087 4622