When growing your programme in the food and drink sector, you should aim to keep your affiliate mix varied. Try not to rely too heavily on one or two partners. Doing so can be hurting rather than helping your brand – you won’t reach new audiences or customers at different stages of the buying process.
There’s no magic formula to determine the best affiliate mix for your brand. Finding the right mix is dependent on a number of factors including the size of your brand, your target audience, the changing digital space and, of course, your budget. The universal reach of the food sector means that as varied an affiliate mix as possible, and, by extension, audience reach, is key to success.
You may find success in an even mix of content, cashback, voucher codes, loyalty, review sites and social media. However, with the food and drink industry being such a competitive space, building trust in your brand’s offering is critical. As well as the standard affiliate mix, you need to commit to creative, disruptive campaigns to make your brand stand out from the crowd.
Think outside the box. Consider campaigns with ‘out of the box’ partners, such as building management companies, offering exclusive deals on your products for their residents. This is just one example of exploring bold and innovative campaigns. New media partnerships such as radio and podcasts, and brand-to-brand partnerships where you can offer an incentive for your partner brand’s consumers, allow you to target crucial audiences you may previously have been unable to reach.