December 6, 2016

The Importance of Being Creative

Dan Fink

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One constant always true for an affiliate program is the goal to differentiate from its competitors.  We can do this through payouts, product offerings, publisher communication and the tools available to those publishers.  What I’d like to focus on in this article is one of the most important tools we can provide our publishers: the creative they use to put our products and services in front of the customer.

Updating the main creative of a program is often overlooked and can lead to a poor representation of your company’s brand as well as the products you are trying to sell.  Not only that, but this area is a ripe opportunity for you to interact with and convince your publishers that your program is worth running.  Publishers want to know that you are just as invested in the affiliate model as much as they are, if creative is updated on a consistent basis this will assure publishers that you are invested.   Giving publishers access to a strong creative arsenal can increase a programs performance on two fronts, with both conversion and activity.

Putting new creative in the hands of your publishers is just one aspect of developing a strong creative footprint.  Before supplying new banners or text links, they should be tested on your own campaigns in various channels.  This way you can tell publishers with confidence that they have the best creative for their type of marketing and what kind of conversion to expect.  Available data on performance allows publishers to push out budget for campaigns quicker and get your program in front of more eyeballs.

Recently, one of my clients, Allianz Global Assistance, conducted a publisher survey where we found that publishers felt having strong creative assets was just as important has having a strong product offering.  With this information in hand we took a look at our creative library and worked on creating a piece of creative that would be worthwhile for publishers to take notice of and incorporate into their marketing channels growing both their commissions and our revenue.  This new creative was a quote widget as seen below:

A creative tool such as this widget brings the consumers one step closer to the publisher and reduces the chance of losing them once they make it over to the merchant’s site.

As mentioned, there are many ways to separate your program from the herd.  Building out a creative library and keeping it relevant and useful is one of the more cost effective ways of creating more activity in your program.  Not only will your publishers appreciate the time and effort you put towards your brand image in their tools, but the testing you do to make sure that creative work will also help your other channels be more profitable.