Part 2 : Digging Deeper

As affiliate manager, where do you invest most of your time? Will you be developing the program further or consolidating the current position?
Affiliate acquisition and retention. With the acquisition, I identify sites and directories and then contact the targets with an offer to join us. We also engage in a variety in co-marketing initiatives with complimentary affiliate programs.

In order to retain the affiliates, I work to offer lots of resources and input to the affiliates. I'm always looking for affiliates with potential that can be groomed into high performers. And I always get back to somebody within 24 hours (7 days a week).

And what are the biggest challenges for the manager of an affiliate program - promotion? affiliate management?
Member acquisition is always a challenge, and once affiliates are brought on board, it is a priority to incent affiliates and keep them happy.

At ClubMom you work with Be Free and at BabyLounge with ClickBank - what are the prime benefits of outsourcing an affiliate program?
Credibility - people like to have stats handled by a third party. Also recruitment of new affiliates. By belonging to a network, affiliate programs are exposed to a lot of affiliates that might not hear of them otherwise.

And the disadvantages to using such third party solutions?
Tech support is not onsite, so you can't camp out in their office until something is done. When there are tech issues during off hours, you are basically helpless.

Any affiliate programs you consider models of excellence?
eNews and E-Commerce Exchange, because they have exemplary customer service, as well as quality programs.

What are the biggest mistakes that merchants make when they set up their programs?
(Editor's note: see Seven Deadly Sins Of Affiliate Programs)

1. No affiliate manager and/or customer service
2. No answers to frequently asked questions
3. No privacy statement and contract
4. No investment in the affiliates
5. No way to find your affiliate program
6. No statistical reporting
7. No online application

Affiliate programs have moved from a pioneering online marketing technique to a standard element of online business - what affiliate program trends do you see emerging in the coming months?
There is a big move towards the standardization of affiliate programs - a couple of different groups are working on criteria to qualify programs. Also, many programs are realizing that it's best to cultivate the talent that you have, so many programs are starting to put a greater emphasis on education.

If you had one piece of advice for a merchant about to set up an affiliate program, what would it be?
Join your own program and those of your competitors. How are you going to help an affiliate if you do not know what it is like to be an affiliate. I plan to earn a commission check every month from ClubMom.