After the success of our work on their PPC accounts, Raging Bull came to Genie Goals to explore other channels to grow their brand and increase their sales. Their aims of reaching new customers, receiving a new stream of revenue and building on brand awareness meant that Affiliates was a perfect channel to add to their marketing mix and help meet their objectives.
With no affiliate marketing programme under their belts, it was our mission to build them one from scratch. We knew working with a less known brand in a market where major retailers dominate would be a challenge, but Raging Bull’s flexibility and willingness to try new things meant we could take an open-minded and broad approach to build a sustainable and diverse programme.
We started with investing time in the start-up phase of the programme and building valuable and sustainable relationships with both large sites and long tail publishers. We utilised exposure made for smaller brands on large platforms to build up a presence and quickly realised that we had to be flexible with what we can offer partners when tenancies were not always viable. We worked with Raging Bull to offer the best commission rates we could, brand plus voucher PPC rights and exclusive codes. The ability to be able to collaborate with large partner sites and test varied strategies with them meant we could reach new audiences and track the results.
8 months in and we now have an established and thriving affiliate programme for Raging Bull with a diverse range of publishers promoting the brand. Our work on brand awareness with both content partners and exposure on large platforms meant that we have now sustained a new customer rate of 38%, with the affiliate channel has grown to 8% of Raging Bull’s overall revenue in Q4 and becoming a key part of their wider marketing mix, with plans of scaling up in 2019.