GPWA Times Magazine - Issue 43 - February 2019

Successful relationships are built on trust, and trust is earned. You need to work closely with your affiliate manager and ensure your re- lationship is happy and healthy at all times – even when things may not be working out quite how you like. Always be professional, and remember that mistakes can happen, things change and sometimes issues can’t be avoided. In all cases, remain professional. Relationships are key in this industry, so always align yourself with the companies, brands and people who respect you and consider you a partner in their business as much as you do them in yours. As a part of this, ensure you make the right connections within the companies you promote. Get to know your affiliate manager, but also get to know their boss. The saying “It’s not what you know, but who you know” certainly applies here. Building a rapport with decision-makers is key to ensuring good relationships with operator brands, especially when affiliate managers move frequently in our competitive job market. Investing energy in one person could be detrimental, so get to know the team at the company you are promoting to leverage when people might move on. The global online gambling industry, and the affiliate ecosystem that supports it, is maturing, and it’s important for all stakeholders – opera- tors and affiliates – to build good practice together to ensure success continues into the future. To achieve this, both parties need to work hand in hand, but affiliates can take the lead and start as they mean to go on. Taking this ap- proach, and following my top tips above, will also ensure they build sustainable relationships longer term. Don’t rely on just one person to build a strong partnership Lee-Ann Johnstone is a seasoned affiliate marketer and founder of AffiliateINSIDER, an events, training and management company operating in the iGaming sector. AFFILIATE SURVIVAL GUIDE G P W A t i m e s . o r g 42