Maximising affiliate strategies during peak trade: the barriers and key takeaways to implement

Lauren Tong, our Affiliate Account Manager at 26PMX offers her insight into maximising your affiliate strategies and campaigns for black Friday and the peak season.

The peak trading season is a crucial time for many businesses, with increased consumer activity creating vast opportunities for growth. The opportunity within affiliate marketing is significant with Black Friday, Boxing Day sales, etc. However, capitalising on this opportunity with affiliate marketing requires a well-planned and thoughtful strategy.

What are the biggest barriers to successfully implementing affiliate strategies during peak trading season?

Lack of budget:

One of the key barriers is a lack of budget, meaning businesses are unable to test new placements or secure premium slots. This results in a limited option in terms of placements available and the format. Businesses with more budget allocated have a broader choice and can test new placements and secure the premium slots.

Most partners will increase their commercial requirements during the peak trade season (and Q4), meaning the availability of partners is further limited. Partners who are usually available to optimise with on a commission or CPA-only basis may require a fixed fee. This can then limit the impact of the strategy even further.

Lack of a promo calendar:

Planning without a well-structured promotional calendar is another major challenge. Without a clear roadmap of upcoming offers, it becomes tricky to coordinate effectively with affiliate partners. If an agreed offer’s strength is altered at the last minute, it can harm relationships and reduce the exposure your partners can offer. This can lead to a lower return on ad spend (ROAS), especially if contracts have already been signed and your strategy is locked in.

Digital maturity of brand:

Affiliate marketing tends to focus on bottom-funnel buyers and last-click attribution. If the brand’s awareness isn’t well-established, it can be difficult to drive the volume of conversions needed during such a competitive time. Building that upper-funnel awareness beforehand is essential to make the most of affiliate opportunities.

Poor tracking:

If tracking is not set up correctly, no matter how strong your strategy is you will be losing out on attributing sales correctly to the affiliate channel.

Without accurate tracking, it’s impossible to measure the true success of your campaign or correctly compensate affiliates, leading to missed opportunities and potential partner dissatisfaction.

What are the key takeaways to overcome these barriers?

1. Utilise the Full Affiliate Mix 

Maximise the entire spectrum of affiliate opportunities available. Start with content-driven awareness campaigns in October, shifting towards conversion-focused activities as Black Friday, the holiday gifting season, and winter sales approach. Implementing a phased approach helps to build momentum and maintain relevance throughout the season.

2. Plan and Book Early 

Proactive planning is key to success. Early booking allows you to secure better placement pricing and avoid the rush. Consider pencilling in BAU activity early to provide a backbone while waiting for media packs.

• Provide partners with a rough idea of monthly budget so they can provide bespoke packages to reduce time on your end.
• Ensure media packs have been review thoroughly to identify new product offerings or themed content that aligns with your brand.

3. Focus on Incrementality 

Ensure that your affiliate offers bring something new to the table, rather than simply replicating your on-site promotions. This added value is crucial for driving incremental sales and boosting overall performance during peak periods.

Key Stats and Insights to Consider:

• The 80/20 Rule: In many affiliate programmes, 20% of your partners will drive 80% of your sales. Identifying your top-performing affiliates is essential to optimise where your budget is allocated and ensure you get the best results from your most impactful partners.
• Affiliate Contribution to Revenue: Affiliate programmes typically contribute around 15% of a brand’s total digital revenue, with retail businesses generating 44% of all affiliate revenue.
• Market Growth: The affiliate marketing industry has seen an 83% growth since 2017, highlighting the increasing potential for brands willing to invest in and optimise their strategies.

To make the most of affiliate marketing during the peak trading season, brands must overcome key challenges like budget constraints, the lack of a promo calendar, and poor tracking. With a well-rounded approach, from planning early to utilising the full affiliate mix and focusing on incremental value, you can optimise your strategy for peak success.

To find out how 26PMX can help transform your affiliate marketing strategy, visit: https://26pmx.com/services/affiliate-and-partnership-marketing/