Overview

• why move your program?
• program audit
• new program setup
• migrating affiliates
• ongoing analysis

why move?

• network closing…
• network not what it used to be
• your business has changed
• expanding markets
• moving to a SaaS platform

check the details

• do your due diligence
• technology
• mobile and cross-platform
• reach and service
• compliance and fraud management
• affiliate relationships
• affiliate reporting system
• negotiate contract terms
• ensure there’s no ‘non-compete’ clause
• assess your team – new hire or OPM?

program audit

• understand existing publishers
• revenue drivers
• promotional needs and channels
• ensure lines of communication open
• conduct a gap analysis
• prepare recruitment communications
• Set a manageable overlap time

program set up

• communication is key to success
• build a strong PR plan for launch
• phone major affiliates well ahead to pre-warn
• email all affiliates ahead of launch date
• get the new network fully set up and tested well before launch

migration process

• manage partner migrations
• personal interaction
• meet major affiliates
• provide page link analysis
• ensure the right creative is available
• look at incentives for changing links
• maybe cull inactive publishers…
• dead links
• beware of brand issues from dead links:
• major affiliates more likely to move
• old blog posts may not be obvious
• smaller affiliates less responsive
• all can lead to a network 404
• consumer views of the brand may be impacted
• success
• Example migration from Missguided.com
• migrated exclusively to Awin network

ongoing analysis…

• program analysis
• continual network affiliate analysis
• use third party link analysis tools to identify links still active
• compare with competitors using backlink analysis tools
• completing migration
• ongoing analysis of former programs
• regular communications to prompt
• keep up pressure until the overlap period ends
• incentivize late movers