Affiliate marketing — asking other experts and organizations to promote your seminars, workshops, teleseminars and webinars in exchange for a commission — is a tool every event marketer should use to fill seats.
But many seminar promoters get frustrated by the rejection they face from affiliates. Prospective affiliates don’t respond to their phone calls and emails soliciting help on a campaign. Other affiliates agree to participate, but then don’t follow through and send out promotions.
If you’ve run into these frustrating situations, take a step back and consider the following:
* Did you explain your marketing campaign in terms of “WIIFM”? Prospective affiliates need to understand more than how your event will help their subscribers and clients. They need to understand how they personally will benefit from promoting your event.
In other words, show them the money — spell out exactly how quickly their affiliate commissions can add up to big bucks. If you have data about how well your promotional materials are converting for yourself and for other affiliates, definitely share these numbers. (But make clear that you’re not guaranteeing the same response for their list.)
* Explain affiliate marketing in terms they understand. Many people do not understand what an affiliate is … so why would they agree to become one? Explain what an affiliate is — essentially, a commissioned salesperson. More importantly, thoroughly explain what you expect them to do and how you easy you’ll make it to participate.
* Put yourself in your affiliates’ shoes. Most experts are busy. Really, really busy. Their lack of response is probably not a sign of disinterest or dislike — more likely, they simply haven’t had the time to respond. Polite and repeated follow-up is the key to winning affiliate participation.
* Understand what you’re really asking. Many experts are uncomfortable enough promoting their own products and services to their subscribers. If you want them to overcome their reluctance and send multiple emails about your events, you need to make it very much worth their effort and perceived risk.
* Repackage your offer. For some experts, promoting events or products for a small commission isn’t worth the effort. Others can’t or won’t accept a commission. For them, offer to extend a discount to their subscribers that’s equal to what you’re willing to pay as a commission.
Using affiliates to spread the word about your event is an easy and low-cost way to fill more seats. Use these tips to encourage greater participation and build stronger relationships with your affiliates.