Cyberbranding: Brand Building in the Digital Economy

Working with Affiliates to Maximize Results

Put yourself in the shoes of the affiliate you would like to attract. Reverse roles if you must. Start thinking of what you would want to get out of a program. Is it a higher commission? What about a bonus check per referral? Would you like a free banner ad in a prime location on the merchant’s site? Is an e-mail sponsorship opportunity on the merchant’s newsletter appealing? Perhaps it might be a matter of sending your affiliates a small token of your appreciation (mugs, T-shirts, hats, or other promotional items) as another way to say thank you for a job well done. It might be one or all of these incentives. The affiliate manager plays a key role in determining the likes and dislikes of an attractive ...