GPWA Times Magazine - Issue 45 - October 2019

key because it guides and develops insight on how to market your program or brand better. When we understand ourselves as a business we can clarify our intentions, choose the working relationships we want to pursue and galvanize a solid bridge of communication between these partnerships. your core value - and stick to it Establish In the early days, affiliates may be tempted to work with a lot of affiliate programs to gain traction. The problem is that you may be working with all the wrong people and not complementing your product and brand. The point is, you don’t need to work with all the available programs (and for affiliate programs, you don’t need to work with every affiliate), especially when their methodologies might conflict with your own. A successful affiliate or affiliate program finds quality, not quantity, to meet rev- enue objective. It’s about knowing your core value proposition and matching that to the partners or brands you seek to work with. It is also paramount to build your program or brand and be clear on what helps you stand out from the crowd. Affiliates need to know exactly who they are, what they stand for and what sort of customers they are looking to ac- quire. Operators need to know the same about affiliates. When they do and when they are clear on the unique selling point that are on offer, you effectively acquire new customers without wasting anyone’s time. Having a clear com- munication strategy is 25 G P W A t i m e s . o r g

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