April 28, 2015

Jumpstart Your Mobile Affiliate Strategy

Author : Lisette Howard

Mobile Affiliate Marketing

Applying the Google Mobile Algorithm to an Affiliate Program

With the most recent Google ‘mobile-geddon’ algorithm update, it’s more apparent than ever that mobile strategy is a must have when building out an affiliate plan. After all, 2015 is the year of mobile. With smartphone usage up 76% and in-app engagement up 52%* (the fastest growing sector of mobile marketing), a lackluster mobile affiliate strategy means missed revenue opportunity.

For the affiliate channel, this means re-thinking how to engage the consumer. Engagement moves beyond a traditional purchase and onto app downloads, app engagement, mobile video, in-store purchases, and so on.

What Type of Affiliate Should You Be Working With?


With the shift to mobile, smart devices have become shopping assistants. We use them more then ever for price comparisons, shopping advice, promotions, and offers. According to Google Shopper Marketing Council, 84% of smartphone shoppers use their phones while in a physical store. Affiliate partners like Valassis and Ibotta are tapping into this trend to marry the online to in-store shopping experience. The use of beacons in-stores is becoming more relevant as well. Stores can now connect with shoppers in real time to provide promotions, coupons, and maps all through their mobile device.

In-App Advertising

Advertising in-app has been happening for years, but just as of recent has it really scaled to a new level. Affiliate partners Tapjoy, Fyber, and Woobi have been working to perfect the in-app experience by providing native ads and engaging content. The great thing about in-app advertising is that you can target the right user at the right time and not be intrusive or annoying while doing it. New advanced targeting capabilities allow advertisers to hone in on their ideal customer. In-app also no longer just means app downloads, but also includes rich media ads, app engagement, retargeting, video, and much more. Users are able to choose who they engage with versus being forced to interact with an ad.

As mobile continues to become more prevalent more DSP’s (demand-side platform) will pop up in the market. These companies, like Deep Forest Media, help provide a technology that allows advertisers to personalize their mobile campaigns across devices, making it a true omni-channel experience. Expect to see a new level of targeting in the coming months.

How Can You Help Affiliates Optimize Their Sites

The Right Creative

With smaller screen space on mobile and tablet it’s important that you are providing assets to partners that are mobile optimized.

  • Banners that are static, non-flash
  • Better image sizes: 168×28, 300×50, 250×250
  • Less noise

Mobile Optimized Site

Ensuring that your site is mobile optimized is not only important, but also crucial when trying to make it a seamless user experience. If your site is not mobile optimized you will be at a disadvantage.

  • Categories are easy to click through
  • Shopping cart funnel is clear and concise
  • Affiliate tracking link is on all mobile check out pages
  • Product and deep links redirect to mobile site

What’s Next?

As companies become better at targeting expect to see a higher level of user engagement and conversion rates. Brick and mortar companies will also be expected to have a mobile app to engage while customers are in-store. Advertisers will begin to notice a bigger shift in sales coming from mobile and less from online, transitioning from eCommerce to mCommerce.

At Schaaf-PartnerCentric we want to help you stay ahead of the curve with industry trends. Having a mobile strategy in place is crucial and we want to help ensure you are acquiring new customers and providing an optimal experience for your users.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.

Request a Consultation

* comScore: The U.S. Mobile App Report, August 21, 2014
* Google Shopper Marketing Council, April 2013

April 27, 2015

Introducing the Pelican Water Affiliate Program!

Author : Dana Pezzin

Pelican Water Affiliate Program

We are happy to announce that the Pelican Water affiliate program has launched under Schaaf-PartnerCentric management.

Pelican Water Systems is the official, factory-direct retail website for Pelican Water Systems, providing professional knowledge and leading technologies in whole house water filtration, countertop water filtration systems, UV bacteria disinfection systems, as well as salt-free water softening and conditioning systems. Pelican Water products use cutting-edge technology and enable customers to go green by eliminating wasteful and harmful salt brine discharge that is polluting our valuable fresh water resources.

To learn more and join the Pelican Water affiliate program click here.

The Pelican Water affiliate program is professionally managed by Tracie Gross, Schaaf-PartnerCentric Affiliate Program Manager.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.

April 22, 2015

5 Common Mistakes New Affiliate Marketers Make

Author : Adrienne Erreca

Affiliate Program Management

Affiliate programs have a lot of moving parts. It’s easy to not realize anything is going wrong until the damage is done. That damage may come in the form of financial loss or affiliate relationship loss. We often speak with merchants who launch programs in-house without the proper resources or skills, and wonder why the program is under-performing.

Here are 5 common mistakes new affiliate marketers make:

Not understanding affiliate budget. Budgeting for affiliate marketing programs can be complicated. There are the initial set-up and integration fees, monthly minimums, the tracking platform’s fees, your program’s default CPA payout, and any custom CPA payouts that you set. In addition, you often have to pre-fund the account properly or you risk harming your relationship with your partners. If you don’t plan properly, your affiliate program could turn into a negative-ROI venture. Take time to understand all costs, create a forecast, and update it regularly. And don’t forget to fund your account!

Not testing. It’s hard to know what works for your specific brand, product, or niche, in the affiliate channel so testing is necessary. Test different types of campaigns in the affiliate space, including view-through, display, and email. Testing these in affiliate is low risk as you pay only on a completed action. Because of this, some merchants find the affiliate channel a nice space to test retargeting and search strategies as well.

Focusing on quantity over quality. Many new affiliate marketers focus purely on volume, which is a valid strategy in some cases. When you launch a program, determine if gross volume is more important than cost-effectiveness. These goals lead to two separate channel strategies. If you’re solely pursuing quantity over quality, you risk casting too wide of a net and may over-extend your program. If your goal is to recruit new publishers, activate inactive joined publishers, optimize revenue generated by those with more potential, develop a strategic plan rather than trying to do everything at once. Nurturing important affiliate relationships, requiring opt-in for optimization campaigns, and setting a strategic plan for the year ahead, are just a few simple ways to set a solid foundation for long term quality.

Not nurturing affiliate relationships. Affiliate relationships take time. Advertisers should treat affiliates as an extension of their own sales force. After all, affiliates are your brand ambassadors, and seeing them as your employees will go a long way in ensuring that your brand is represented appropriately. When it comes to compensation, this relationship should be handled delicately, as you would treat your own employee.

Unclear terms for publisher engagement. Since affiliates are an extension of your brand’s sales force, ensure they know the rules to abide by. Set clear terms and conditions and communicate those to the affiliates to maintain program quality. If your product or service requires affiliate education, provide an introduction in the program description with resources to learn more. Make sure terms are clear for what types of actions are commissioned, what types of products are not commissioned, and what the search bidding rules are. Don’t allow affiliates to “get by” with violating your terms; other affiliates who work hard to abide by terms will notice.

In closing, launching and maintaining an affiliate program comes down to thoughtful relationship-management and planning. Take time to formulate a larger strategy and work on diligently executing it. If your affiliate program gets in a rut, it may be time to consider professional management.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.

Request a Consultation

April 16, 2015

Fundamentals of a Successful Retreat: a 2015 Recap

Author : Stephanie Harris

Corporate Retreat, You Say? Let’s Do It The SPC Way

Ever plan a vacation for your family? What are your intentions? If they’re like mine, you want to reconnect, remove the distractions of everyday life, and get back to what matters most. You want to have meaningful conversation, and make lasting memories. You want everyone to have a good time, and return home feeling rejuvenated, refocused, and perhaps most importantly, happy and proud to be part of your clan. Well, these are the objectives I keep in mind when I plan one of our team retreats, because we are in a sense one large family both figuratively and literally – we are owned by two brothers after all.  We don’t all live under the same roof,  some are at the Austin HQ, others are in NYC, LA, Minneapolis, and even as far as Rome and Sao Paolo, so these get-togethers are crucial for maintaining our unity and our cohesion. We do them every 18 months or so, and it is some of the best money this family spends.

Here’s an inside peek at our most recent retreat that happened from March 23 – 26, 2015.

Work Hard

Brook Schaaf        Julie Avila

We are, first and foremost, in the business of generating the best ROI for our clients. So we use a majority of our time away from the onslaught of our daily work to discuss how we can best accomplish this. What are we investing in as a company? What are our goals? How can we best serve in our role as trusted advisors to our clients?

We each did a lot of talking… ok seriously a lot of talking!

Stephanie Harris CEO










Each “role”, whether a team or an individual contributor, presented on their unique challenges, what it is they do that we might not understand, and the kind of support they need from the rest of the organization to be successful. Interestingly, two groups used the same imagery to depict how they feel sometimes: being under attack from “bombs” of requests. I think we can all relate!

Dan Bryant







It was a great example of our first value, professional intimacy, as it was a look at different personal perspectives – how we relate to each other, what we need from each other, how we can be better understood. Sounds like the core of all family dynamics.

We also did a demo of our proprietary enterprise management solution, which is being custom-built from scratch, ChocolateMalt (the actual chocolate malts to celebrate this session were DELICIOUS).

Affiliate Management Agency

We all were very excited by the cool things it can and will do in the future, and brainstormed additional features. As one of us pointed out, thankfully we hadn’t dubbed this an olive sandwich or we’d be less excited by this surprise culinary tie-in. Needless to say, we were rocking sugar highs for the rest of the morning.

Brian Littleton, ShareASaleWe even had guests join! Our friend, CEO and President of ShareASale, Brian Littleton did an amazing session on the exciting advances in the network. Another two core values, expertise and improvement, were on full-on display during this info-sharing and info-gathering meeting of the minds.   We came home with LOTS of ideas. I think ShareASale will be sorry we gave them so much homework!

Thanks to Khorus CEO Joel Trammell for also coming out. We have been working on our team alignment so that we all move in concert toward the achievement of our common goals. Our fourth value is responsibility, and it’s very important to us to own our actions. Khorus is a cascading goals software that will take this to the next level. One of our owners, Forrest Schaaf, even said it was perhaps the best presentation by a software provider he’d ever heard, which is high praise from Forrest! I had to agree – we were all inspired by the internal clarity this brought us.

Play Hard

All work and no play is “no way” for SPC. We work hard so we can play hard, and play we did! Since our retreats are the only opportunities we have to all see each other until the next time, we make the most of it! Check out our zip-lining high above the trees.

Schaaf-PartnerCentric           Schaaf-PartnerCentric

There was a sky bridge you had to walk over to get from one landing to the next, and one of us thought it was funny to shake this treacherous thing for the others still carefully balancing across. Talk about a bonding moment – he shall remain nameless, but I will never forget the look of pure terror on our team member’s face when felt the uncontrollable shaking of a very rickety bridge high above that he was still many steps away from crossing. The hysterical laughter from the rest of us safely watching from our perches made it all worthwhile. He likely will not agree.

We also did a fond farewell to Brook Schaaf, our departing CEO who stepped up into the Chairman role in March. We each went around discussing our favorite memories of Brook – some only the family should ever know about 😉 But some the world should share in – Brook serenading us at our last retreat at Disney World or wrapping his desk in plastic wrap, or his penchant for gag gifts (he once tried to send me an actual car dashboard because I kept mentioning I’d love to see a dashboard of, you know, KPIs and such).

Perhaps the best future memory of all though, was a presentation of a classy portrait for our departing leader that even had him blushing. We did this for a client once – his idea– so turnabout is fair play, no?

Brook Schaaf

We might do a separate blog post on the creation of this work of art. It’s not your everyday team that can put their collaborative minds together to come up with such a unique statement.

Socialize with Friends

Affiliate Program Management

A retreat is not complete without some socializing with the outside world, and we love to make an occasion of us all being together to eat, drink, and be merry. We invited everyone in the industry, clients, affiliates, contacts, vendors, and the like, to join us for a “community night” happy hour. We had a great time seeing old and new faces, connecting and deepening relationships, and walking around barefoot because our shoes killed us (that was me, but it was a pool location in my defense).

BuildASign Affiliate Program

Thanks to everyone who came to hang out with us at our community night. It is always wonderful to see and be seen, and I always love showing off my family. They were all well behaved … unless they were on the “late return” bus :-).

Now It’s Time To Say Goodbye…

Before you know it, it’s time to go home. Everyone always gets sad when the vacation is over. You know your family gets along well and loves each other when you see tears during the goodbyes. I take this as a testament to the strength of our bond, our culture, and our commitment to each other and our work. It’s that much more special when we don’t see each other every day to take time out of our busy lives to get together, re-engage, reconnect, and renew our dedication. That’s what successful families do, right?

On the way back to the airport, I kept thinking about our Start/Stop/Continue exercise (we do one at every retreat – if you haven’t done them, I highly suggest trying it out after a quick google search). We brainstormed a ton of great suggestions and ideas from each category to make our business stronger, our lives more productive, and deliver on our promise to our clients. Under “Continue” was the proposal “team retreat” with lots and lots of votes.  That’s one suggestion we will happily oblige.

Check out the full photo album on our Facebook page.


April 14, 2015

Introducing the StartMeeting Affiliate Program!

Author : Jessica Griffin

StartMeeting Affiliate Program

We are happy to announce that the StartMeeting affiliate program has launched under Schaaf-PartnerCentric management.

StartMeeting is a new audio and web conferencing service to help businesses communicate more efficiently. It is the product of a tenured executive management team with a combined 80+ years of telecommunications and multi-point communications experience. This experience has established a customer base of 15-20 million monthly users on various other communications services.

To learn more and join the StartMeeting affiliate program click here.

The StartMeeting affiliate program is professionally managed by Elia Badran, Schaaf-PartnerCentric Affiliate Program Manager.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.

April 13, 2015

4 Tips to Recruiting Affiliates in a CJ Affiliate Account

Author : Tracie Gross

Recruit affiliatesAffiliate recruitment is an important aspect of launching and growing a successful affiliate program and can help new programs gain traction in the marketplace. Affiliate programs managed in CJ Affiliate by Conversant (CJ) offer easier affiliate recruitment than other tracking platforms. Most of the high-earning affiliates in the industry are accessible within the CJ  interface, and CJ’s recruitment tools make it easier to find and recruit theses affiliates to your program. Find and recruit affiliates using these tips:

Recruit Top Affiliates with the Publisher Recruitment Tool

For newer programs, a good place to start for affiliate recruitment is the Publisher Recruitment Tool. You can recruit top affiliates through the Publisher Recruitment Tool by:

  • Logging into your CJ account and following this path: Manage Publishers > Publisher Recruitment Tool
  • Search for Top Earning publishers by specified criteria and push an offer to them to join your affiliate program
  • When pushing an affiliate the offer, you have a chance to group the recruitment effort and add a custom message highlighting the benefits to join your program. Make sure to create the group ahead of time so it shows up in the list.
  • Expect a high response rate for new programs. Typically around around 50% – 75% of affiliates will join.

Recruit Top Affiliates

Recruit Content Affiliates

Every merchant wants to recruit new content affiliates as they can drive top-of-the-funnel sales. You can use the same recruitment tool to recruit content affiliates by narrowing the search criteria.

  • Select the “Content Certified” option and then select the category that fits with your merchant program.
  • Use a custom message to your targeted group to improve join rates. For example, when reaching out for a bedding merchant, mention why the bedding products would be a great fit for their site.
  • Expect a lower response rate of 5% – 10% to join from this effort as it will often take more effort on the affiliate’s part to set up your program on their site

Recruit Content Affiliates

Recruit through the CJ Top Performers List

CJ publishes a quarterly Top Performers list. As a merchant, you can request this list directly from CJ to cross-reference to your Joined Publishers. Create a group for those not in the program and then push your offer to these affiliates along with a custom message inviting them to join your program.

Recruit Affiliates with “Pending Offers”

Revisit past recruitment lists, specifically the publishers that have Pending Offers. Affiliates are often inundated with recruitment requests and a little persistence can go a long way. Recruit affiliates with “Pending Offers” by:

  • Navigating to Manage Publishers > By Program Terms > Pending Offers
  • Click “Make Offer” and consider offering a higher commission to entice them to accept the offer and driving traffic quicker
  • Group the publishers with already created group and message them letting them know that they are receiving a special higher commission to join
  • Expect a low response rate here as well, around 5% – 10%.

Grouping is helpful as you can review your efforts by pulling a performance report of publishers by group by using the Publisher by Group report in the CJ interface.

Getting an affiliate joined to your program is the first step of the recruitment process. Once recruited, work to get high-value affiliates activated to start driving traffic to your site.

If you’re interested in our top affiliate picks for 2015, download this list:

Top 15 Affiliates List



April 02, 2015

Introducing BrownShoe Brands Affiliate Programs: Famous Footwear and Naturalizer!

Author : Dana Pezzin

We are happy to announce that the Schaaf-PartnerCentric is now managing the Famous Footwear & Naturalizer Affiliate Programs.

famous footwear logoFamousFootwear.com is an online shoe retailer featuring many of the best shoe brands with the latest styles for men, women & kids. From flat-out gorgeous flats to sweet sneakers to killer heels, Famous.com has them all.

To learn more and join the Famous Footwear affiliate program click here.

Naturalizer is one of the first brands that women could turn to for feminine style and comfort.  Naturalizer honors the brand’s original promise to deliver feminine, stylish, comfortable shoes in a manner that is relevant to the busy lifestyle of today’s woman.  Naturalizer.com also carries exclusive styles that are only available on the official brand site, so customers will be able to shop for styles that can’t be found anywhere else!  International shipping is available.naturalizer

To learn more and join the Naturalizer affiliate program click here.

The Famous Footwear & Naturalizer affiliate program are being managed by Affiliate Program Manager, Tessa Szymkiewicz.

If you’re interested in determining how Schaaf-PartnerCentric might help your affiliate program, please request a consultation.