How many networks should my affiliate program be in?

This subject can really bring about some heated debate.  I wouldn’t say it’s controversial, but there definitely seems to be specific “camps” comprising of a few different views on this subject.  I’ve had really interesting conversations about 1 vs many networks and even a few arguments (really, I’m sure there are better things for us to fight over), but this topic always seems to drum up a bit of friction.

Allow me to outline a few of the schools of thought, give you some insight into how we think and execute and hopefully drum up a bit of professional, but passionate discussion.  So let us begin (read in my most sinister voice while looking down at you over my glasses and holding my hands together in front my face. Like this.)

One Program, One Network

This camp has been around for a very long time.  The thought here is that you find the right network with the right affiliates and spend all your resources, time, energy and focus on that one network.  If you make the right choice in network, you’ll have a successful program.  Having one network reduces the admin time it takes to manage multiple platforms, perform duplicate order discover and attribution and more.  More of your time can be spent on working with the actual affiliates and that leads to greater results.

Only This Network or that Network

I’ve seen many agencies go this route.  “I only work with CJ”, or “I only work with Linkshare” etc.  This is great if you manage the same types of program over and over again.  It allows you to develop a strong relationship with that network and to learn their affiliates and their platform quickly and more deeply over time.  And hey, if you like something, why not use it over and over again.  I’m reminded of a local restaurant near Coeur d’Alene Idaho, the WhiteHouse.  It’s a great greek restaurant, my favorite in the area.  I’ve been going there since 2001.  Probably 6-8 times a year.  I haven’t ordered anything different than I did the very first time I ate there.  Why, it’s a dang good dish and I obviously haven’t gotten sick of it.  It is amazing and I’m craving it again right now.  It works for me, and is steller enough for me to continue to order it.  Make sense?

One of the Big Three and a Boutique Network

We have several clients that utilize this distribution strategy.  Here is how it goes:  “I have to be on one major network to capture the big boys in the space, but since I fill a niche, I need to work with one of the smaller, yet still awesome, networks, to reach those specific affiliates.”  Sometimes it’s vital to work with a network outside of Linkshare, Google and CJ to utilize tools and technology that the big 3 don’t have at the moment.

It’s about Distribution Man

This is the camp that answers the question of how many networks with “As many as it takes brother” (read like this guy).  The philosophy here is that, as long as I can control my admin time, and each network is profitable, I want to make my offers available to as many affiliates as possible.  I want to take away any obstacles there may be for affiliates to partner with me.  If they like network A, hey I’m there, if they prefer Network, B, C or D, hey, my offer is there as well.  This is an aggressive approach that needs to be managed correctly, but can lead to great results.  Those that practice this really look at their affiliate program as more than just what network they are in, they look at it as distribution of their ads/creative/offers/sales pieces.  The more distribution the better.

Now, what I won’t do is tell you which network to work with, or how many.  We work with so many and they each have pros and cons.  You’ll have to make that decision for yourself (or hire us and we’ll do that for you 😉 ).  But there are pros and cons with each.

One of the biggest downsides for the multiple network strategy is the increased admin time it needs.  You have to aggregate more than one network into your reporting, analysis and day to day activities.  You have to watch and make sure orders aren’t getting tracked in more than network.  You have to upload creative in more than one place, send communications out in more than one place and so on and so forth.

We have many clients on multiple networks.  Over the last 4 years we have developed a proprietary SaaS system we call Chloe, that handles a majority of those functions so that we do not incur a vast majority of that increased admin time on multiple platform programs.  Because of that, multiple networks is an option for more of our clients than would otherwise be.  Reporting and duplicate orders are automatic.  It actually works quite well.  Chloe will be available to the public in 2013, stay tuned…

So what is our answer?  How many networks should your program be in?  How many networks do our clients run their programs in?  The simple answer is, as many as is needed.  Some programs and offers are structured as such that you need as much distribution as possible, and you need multiple networks.  Others are very basic and can be incredibly successful with just one network.

Some clients come to us and they are on the wrong network for their particular offer.  Sometimes we simply launch a program side by side, other times we move them over.  Each network does have it’s pro’s and con’s and you need to take those into account.

It really is specific to each client.  You may be asking the question: “Can my program be successful on one network?”  I’d ask you, which network.  Most programs can be very successful on one network, it all really depends on the time you put into it.  Many programs also leave distribution, exposure, advertising opportunities, new customers and sales on the table by only distributing their offers through a single network.

So, before this post gets too long, what do you think?  Share your opinions.  Think I’m off my rocker?  Let me know in the comments below and feel free to share this post with your community!