What Does Cooperation Mean to Your Affiliate Program?
by Declan Dunn
When I began my affiliate program for "Winning the
Affiliate Game", I really wanted to do something different.
Every program seemed to be announcing a new way of
thinking, but eventually the truth crept in...
Few programs are really working together with their
affiliates, in the spirit of cooperation.
So I looked up the definition of cooperation in an old,
Reader's Digest Dictionary:
"Cooperation
A working together toward a common end; joint action.
The association of laborers, farmers, small capitalists,
etc. in a common endeavor for mutual economic benefit."
Think about the keys to these definitions - small
capitalists...working together...in a common endeavor for
mutual economic benefit.
Now look at your affiliate program; most are set up for
you to market for them. They may send you an ezine,
possibly some training, but outside of that, you are on
your own.
Many businesses use the Internet's automated mechanisms to
literally avoid their customers, and their affiliates.
Automation makes things easy, but to really succeed, you
have to do something different.
You have to help others, help themselves; it is the spirit
of co-op advertising.
To improve my system, I remembered my days as a sales
manager with a hip, San Francisco computer reseller. We
sold Apple Computers, which in those days was a good,
profitable thing to do. Apple would share co-op
advertising money with us when we promoted Apple Products.
Why wouldn't they? Even though we sold other kinds of
computers - Compaqs, IBMs, etc. - Apple supported our
efforts when we promoted their products. It just makes
sense for Apple, and for me, to do this!
Now look at your affiliate program again; don't they get
this? Do they just focus on the quantity of affiliates
they gather, or are they sharing some of the advertising
costs to improve the quality of their network?
While I cannot change other affiliate programs, I can
affect my growing circle of affiliates...the small
capitalists joining me in a common endeavor for mutual,
economic benefit. So I posted this on our
ActiveMarketplace Web Site, empowering affiliates to join
in cooperative marketing called affiliate programs:
"Advertising is the key to building your network and
increasing your sales. I believe in your success and am
willing to invest in your sales potential by paying half of
your advertising costs. That's right -- I will match you
dollar for dollar and together we will profit from
effective advertising."
Our affiliates love it!
For example, an affiliate in Australia had been advertising
in newspapers. He is a small capitalist with limited
resources. He wanted to advertise in the USA Today, but it
seemed too expensive. We reviewed what he wanted to do,
and paid half of his fees. Now that ad will help us both.
Or take the affiliate who has a free Web Page, and needed
some help selecting opt-in email advertising and setting up
autoresponders. We set him up with consulting, assistance,
and advertising; we paid half. Now he is doing things the
right way, with our assistance.
The key to remember is mutual economic benefit. My
affiliates help spread the word about my company; I should
help them.
Just like Apple helped a company become the leading
reseller in the Bay Area for several years, and reach INC
Magazines Top 50 Fastest growing companies when I was
there...in the spirit of cooperation.
One business on its own is easy to break; two businesses
sharing resources have a better chance. One hundred
businesses working together are almost impossible to beat.
Cooperation is the key to your affiliate programs. It just
makes sense, for me and for you.
Declan Dunn 6960 Ridgeway, Magalia, CA. 95954 Phone: (800)
280-9807 or (530) 873-3637 Fax: (530) 873-0192
Declan Dunn offers consultations, seminars, and training to
Web businesses, developers, ISP's, and consultants. E-mail
dunn@activemarketplace.com or call (530) 873-3637 with
questions. All materials Copyright Michael
Declan Dunn and ADNet International.All Rights Reserved.
| DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
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