Holistic Strategies for Scaling Affiliate Programmes in Competitive Industries
In the competitive hustle of today’s markets — especially in high-stakes industries — standing out is a marathon, not a sprint. There are too many different levers to pull to impact business growth, which makes deciding where to focus your time and resources incredibly challenging.
When it comes to scaling your affiliate programmes, a piecemeal strategy just won’t cut it. Instead, you need a holistic approach that sees the big picture and adapts to the ebb and flow of brand performance. We’ll take a closer look at the challenges you’ll face as you strive to scale and identify some solutions for overcoming them.
The competitive landscape
Take the mattress industry, for instance: It’s a crowded market where brands constantly vie for the spotlight. In such a competitive space, the sway of brand rankings on review sites has a huge impact on sales. These rankings can shift consumer perception and buying decisions overnight.
As a brand custodian, it’s imperative to understand not just how each brand performs independently but also how they influence each other. This means that you need to know how one brand’s climb or descent impacts your standing with consumers.
Why you need a holistic approach
If you’re at the helm of a parent company with multiple mattress brands under your wing, think of your strategy as an ecosystem. Each brand is a unique entity, but their collective impact drives the success of the primary business. Isolating individual performance is a challenge since what works for one brand might affect another.
Imagine that Brand A, previously known for luxury, launches a more budget-friendly mattress. Meanwhile, Brand B, from the same family, has been enjoying success among budget-conscious customers. Brand A’s success could cannibalise Brand B’s market share if not managed correctly.
Adapting to changes in rankings
Rankings on review sites fluctuate constantly. They can change with every new product launch or marketing campaign. And just one customer review (especially if it goes viral) can cause a brand to climb or fall in the rankings. The key to adapting to these shifts lies in agility — the ability to pivot quickly based on market dynamics.
You should always be prepared to ride the wave of an unexpected jump in rankings. And if your brand slips, you must be ready with a damage control plan to mitigate the impacts of this change. Either way, being fast on your feet is vital.
Recommendations for success
If you are managing multiple brands, here are seven tips to help you keep your business on the right track:
1. Leverage data analytics
Take a deep dive into your data to understand the nuances of brand performance. Get incremental in your analytics strategy and pinpoint which factors are making the biggest impact on brand performance. This deep dive will help you make informed decisions and anticipate market trends.
2. Balance brand positioning
Ensure that each brand has a clear, distinct position that complements rather than competes with sister brands. Minimise market overlap and ensure each brand targets a specific audience segment.
3. Embrace agility
Develop the capacity to shift gears quickly. If a brand drops in the rankings, be ready to reassess and tweak your strategy.
4. Continuously assess
The market never sleeps, and neither should your strategy. Regularly evaluate your approach and be ready to refine it.
5. Be customer-centric
Always use customer satisfaction as your North Star. Happy customers are your best advocates, and their reviews will bolster your rankings.
6. Focus on synergy
Foster a culture of collaboration among your brands. They cannot exist in a vacuum. Periodically, get creatives from each brand together and give them an opportunity to share ideas and strategies.
7. Use innovative marketing
Customers are constantly bombarded with ads and marketing content. If you want to stand out from the other businesses vying for their attention, you have to get creative. Focus on what makes your brands different and better.
Paving a path forward
Adapting to changes, balancing the unique voice of each brand, and ensuring that the collective strategy aligns with market dynamics is key. It’s a balancing act, but with a holistic approach, you can succeed in a competitive industry.
The best part is, you don’t have to go it alone. Acceleration Partners has the agility and energy to continuously grow and adapt in a diverse industry and world. Whatever challenges or competitive markets you might be facing, there is a unique solution out there.
Helping brands unlock growth through partnerships.