What do you look for before promoting a program?

Hey guys and gals,

So I've been thinking a lot recently about how I can better the brands that I work with and subsequently have them convert better as well as become more attractive for affiliates.

If I were an affiliate, there are several things I would look for in a brand and an affiliate program before deciding on whether I will promote them.

1. The brand strength in the marketplace: I think this is something that is important, but not vital. Brand awareness may initially grab the eye of some less-experienced players, but there's a lot more to conversion than simply having a strong brand name.

2. The perceived potential of the brand: Where is this brand heading? Have they been around for a long time? Are they consistently introducing new promotion and offerings?

3. The affiliate manager: How quick are they to respond? Do they give me enough lead time to update my site accordingly? Are they receptive to ideas and questions?

What makes YOU decide between two brands/programs?

Well being a US player, I look for the US friendly sites to begin with. I also look into there player reviews and complaints of any sorts. I look at the platform and software content because I like to promote something that looks halfway decent and understandable when looking for tables.

My criteria goes something like this....

1. Length of time the program/casino has been in business.
2. Player and affiliate feedback - both positive and negative.
3. Software, graphics, unique game offerings.
4. Affiliate support including responsive AM's, marketing materials, creatives. etc.
5. Player and affiliate friendly T&C's.
6. No spam.

If a program fails any of the above, they don't get on my sites.

Programs that meet all of the above go on my short list and will probably make it onto my site(s) eventually.

Pretty much with thepokerkeep but I am still pretty hesitant on what brands I will add. I don't trust many tbh and would rather stick with who I know then someone new.

A sure fire way to get me to totally ignore you and never give you a second chance - contact me via facebook, and cold calling me. I won't promote them ever - don't care who they are.

Also payments - no point in promoting even the best site if they have payment problems for players and affiliates - includes deposits and withdrawals.

Quote:

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Originally Posted by thepokerkeep

My criteria goes something like this....

1. Length of time the program/casino has been in business.
2. Player and affiliate feedback - both positive and negative.
3. Software, graphics, unique game offerings.
4. Affiliate support including responsive AM's, marketing materials, creatives. etc.
5. Player and affiliate friendly T&C's.
6. No spam.

If a program fails any of the above, they don't get on my sites.

Programs that meet all of the above go on my short list and will probably make it onto my site(s) eventually.

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Definitely a strong set of criteria to work with. In regards to the length of time the program/casino has been in business, are you averse to promoting newer brands?

Would a new brand, with the other criteria met, make it on to your site?

I am also rather close to ThePokerkeeps List. Terry has hit the hot buttons rather well in his list.

Length of time in the market is weighted very heavy for me. I can't tell you how many programs I gave a shot only to have them go belly up. When that happens all the time spent researching, collecting info for reviews, writing, blogging, etc. goes down the drain. And what have I done for the people that signed up under me? What happens to my reputation when they sign up to "the best" only to have the brand disappear (often times with funds to be paid out).

A good deal of weight is also passed on to the AM too. They must be responsive and easy to find. I have had programs in the past jump through hoops to be listed and once I sign up to the program become invisible.

I guess they figured as long as they got a sign up their job was done, it is a very long way from done. With some international brands I am not able to sign up and collect the basics, like screen shots. I have emailed the program and no one figured it was worth their time to respond. That brand goes from short list to trash in one fell swoop.

When I started out I would sign up to any program. Now it takes a great deal of research of both the brand and the program. From the time of first contact to actual launch may take months.

As I operate many websites and do it all myself it does take time for a new brand to be listed. When I get an AM that continues to pester me to get their brand listed it actually slows down the process. I have even removed a few brands because of the constant pressure to get them listed. After many years of being under the gun in retail, I no longer react well to anyone pushing me to do something.

If during the vetting process I see spam, and the program is not responsive to correct the issue they won't make the grade. Even if I have a reviewed brand, they stand the chance of being eliminated if they don't take action on spammers.

I agree with the criteria that Terry listed and Chips made a few good points about being pestered, although I am likely to succumb to some of it at times, but in that event I will usually only do so if the group is willing to pay for a bit of my time to get them up and not tie their listings in to any quota.

This is even more true if the brand is new.

Another thing I look at is who I will be working with.

As an example, what marketing company is representing the casino or poker room?

Is the marketing being handled by a 3rd party, or si the affiliate program run by a group with direct ties to the casino?

Am I being approached by a 3rd party but have the option of dealing directly?

If it is a 3rd party, what is my incentive to deal with them instead of directly?

Does the 3rd party have a reputation of leaving affiliates hanging in the event of issues at a later time?

Is the 3rd party somewhat unproven also?

Normally, the 3rd party will not get my business, but the program or group may.

I also want to know what kind of affiliate tracking will be in place.

If it is a Playtech and the standard PT software is in use, or if it is RTG (are subgid's turned on)? If it is IA is campaign tracking enabled?

Is there a sub-affiliate program and what is the base commission on the first tier?

So I look at all of what has been listed and more and some factors can help sway my decision, but if there are player complaints that I know about then the answer is no.

Rick
Universal4

Good points Rick.

I think a lot of these aspects are things that only an established affiliate who has been in the business for a long time would think of asking themselves.

There is a good set of questions that an affiliate can develop to ask the affiliate manager of a new program before deciding upon their involvement.

Overall, I think there are advantages and disadvantages of working with a third party. Depending on who you affiliate manager is, you can find some very proactive people that will work their butts off to get things done for you. These affiliate managers are what can make or break a program imo. And they can be found in a third party or internally.

Personally, my mantra is to be an affiliate manager of the people. Any advice that I get, or suggestions or complaints about the product, is funneled back to the operator. I feel as though the affiliates know what is working best, and this feedback is vital for an operator to take in, digest, and action.

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Originally Posted by universal4

I agree with the criteria that Terry listed and Chips made a few good points about being pestered, although I am likely to succumb to some of it at times, but in that event I will usually only do so if the group is willing to pay for a bit of my time to get them up and not tie their listings in to any quota.

This is even more true if the brand is new.

Another thing I look at is who I will be working with.

As an example, what marketing company is representing the casino or poker room?

Is the marketing being handled by a 3rd party, or si the affiliate program run by a group with direct ties to the casino?

Am I being approached by a 3rd party but have the option of dealing directly?

If it is a 3rd party, what is my incentive to deal with them instead of directly?

Does the 3rd party have a reputation of leaving affiliates hanging in the event of issues at a later time?

Is the 3rd party somewhat unproven also?

Normally, the 3rd party will not get my business, but the program or group may.

I also want to know what kind of affiliate tracking will be in place.

If it is a Playtech and the standard PT software is in use, or if it is RTG (are subgid's turned on)? If it is IA is campaign tracking enabled?

Is there a sub-affiliate program and what is the base commission on the first tier?

So I look at all of what has been listed and more and some factors can help sway my decision, but if there are player complaints that I know about then the answer is no.

Rick
Universal4

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Quote:

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Originally Posted by Adamvv

Definitely a strong set of criteria to work with. In regards to the length of time the program/casino has been in business, are you averse to promoting newer brands?

Would a new brand, with the other criteria met, make it on to your site?

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It depends on a few factors.

Is the program or casino tied to an established company?
Have they applied for AGD certification?
Are the player terms friendly and easy to understand?
Are the bonus terms reasonable?
What sets the brand apart from the competition?

I rarely work with a program that's less than a year old.