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Case Studies

 

Affiliate marketing success

Affiliate marketing success

Misco is one of the largest suppliers of computer hardware and software, catering for both B2C and B2B customers. With over 20 years experience and a portfolio of over 20,000 products from all the leading manufacturers, Misco is an independent supplier that offers great deals and best pricing on thousands of items from a massive selection of top brands.

Misco’s parent company, Systemax, has had great success with affiliate marketing in the US since 2005 under the TigerDirect brand and exclusively with the LinkShare affiliate network. When LinkShare launched its own network in the UK, Misco took it on as an additional network in order to build the existing affiliate channel. 

The main objective for a company to add an additional network is to recruit a new base of affiliates, who naturally increase the traffic flow to the company’s retail site.  Iain James, Marketing Promotions Manager for Misco, says: “LinkShare’s strong service commitment meant that as well as increasing our core affiliate base we would be able to maximise some of the partnerships we already had in place.”

James works closely with his LinkShare account manager and claims that keeping track of the affiliate program on a regular basis is a key to its ongoing success and growth.  Weekly conversations with the account team allow him to analyse the key metrics of the program and to discuss possible opportunities arising with key affiliates.

“One of our primary aims is to remain in tune with our affiliate base and to actively provide them with a variety of tools to help them build the links they need to suit their site,” continues James. “The wide array of banner creatives available in the program allows our affiliates a variety of choices, including Deals of the Week and specific category offers.” 

Anthony Quinn, Senior Account Manager at LinkShare, says “We are constantly looking at ways to enhance the Misco tools and have recently added Easy Links, our new contextual ad units that crawl an affiliate’s site and then display the most relevant products, tapping into our proprietary data to offer the highest chance of conversion based on past performance.  We have also introduced features such as RSS powered ads which can easily be added to a blogger’s site, a simple solution which is updated automatically by LinkShare so the blogging affiliate only needs to get the link once to receive continually updated offer content.”

Since working with LinkShare, Misco has introduced new ideas to its existing affiliate relationships, such as introducing a consumer competition with myvouchercodes.co.uk in exchange for additional exposure to their members.

Iain James, Marketing Promotions Manager for Misco, “Working with LinkShare has enabled us to look at the relationships we already have with publishers and to develop creative ideas on how to further improve performance. We were delighted with the extra exposure generated from the myvouchercodes.co.uk promotion, which increased our sales in excess of 150% month on month and increased the traffic to our site by nearly 300% with that one publisher alone. This kind of initiative is one of the reasons that affiliate marketing has become a core part of our international strategy and will continue to be so in the face of the uncertain economic climate.”

 

AJR
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