4 What countries can you promote? Part of knowing an affiliate program’s target customer is knowing that players in certain countries could be of a higher value. Don’t be shy in asking for information as to which countries are converting the most players and accommodate if possible. Creating campaigns that are specifically tailored to geographical location will have much more success than a one size fits all approach. Personalization is key. 5 Where do I go if I have a problem? The reality is, not all affiliate partnerships work as well as we would hope, and there can be times where escalation is required. Should there be any issues in terms of getting materials, access to reports or that kind of thing from operators, make sure you already have a pre-agreed contact in place to speak to when things go wrong. Discuss what you expect as a service level agreement when entering the relationship and make sure your affiliate manager or account executive has the decision-making power to confirm your commercial deals. 6 What are the negative carryover options? This could be a deciding factor as an affiliate. Many affiliates ensure that there is a no negative carryover in place before onboarding a new brand, but this isn’t always possible. If there is a negative carryover term in place – it could be that you negotiate for a trial period to get a feel for how the relationship is working for both parties. It could be a valid reason or you could offer alternative solutions when big wins occur. Think about the relationship and how it can suit you and them and approach your conversations accordingly. 10 QUESTIONS EVERY AFFILIATE SHOULD ASK 24 G P W A t i m e s . o r g
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