INSIGHT
ZERO
TO
HERO
Launching an affiliate programme requires a clear strategy but
if you really want to get ahead of the game, you need in-the-know
input from specialist marketers. Lee-Ann Johnstone offers her
tips for success
OVER THE YEARS I’ve had the
opportunity to work with multiple brands
to launch and develop a variety of affiliate
programmes. I’ve also had the unpleasant
task of cleaning up mismanaged or
neglected programmes that have negatively
impacted operator cost and profit margins
because they were not set up to perform
correctly at the start.
Planning an affiliate programme requires
strategy and is a definitive marketing skill.
As one of the largest acquisition channels
for igaming operators you can’t afford to go
into it blind.
New brands coming into the market
need to do their homework, invest in
expertise to get their proposition right and
put effort into defining a winning strategy
that meets company revenue objectives. An
affiliate programme should develop clear
USPs and have a solid structure (terms and
conditions) and marketing guide in place
to avoid potential fraud or financial losses
from mismanagement.
You wouldn’t go to a dentist when you
needed a doctor and now that affiliate
marketing has evolved into a more complex
and spe