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Thread: When Exclusives Go Viral

  1. #1
    OPM/Moderator Hectic GHC's Avatar
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    Red face When Exclusives Go Viral
    Headache turned Panic turned #winning for all affiliates in the Flirty Aprons program.

    Yesterday, we tried to "control" a promotion by handpicking 6 affiliates to work with over the next month. Within hours, more bloggers picked up the deal because they read each others blogs. One affiliate had a free shipping code that was quickly scraped by dozens of coupon sites. Then the mommy bloggers found the free shipping code. By midnight, half the inventory was gone and several of the affiliates that had the exclusive hadn't even gotten active yet.

    So here we are 30 hours later and almost ready to sell out. I've sent a newsletter to all affiliates saying its open season and we apologized to several affiliates who were asked to stop promoting the deal late last night.

    Last year it took two months to sell out the irregular aprons. This year the viral monster grabbed us, shook us off and said do not try to control this!!!

    What a ride. Lessons learned.

    I have stated that the coupon scraping at warp speed was a problem. I'll be evaluating our coupon strategy for every client and finding partners that add true value from now on.
    Last edited by Hectic GHC; March 11th, 2011 at 01:32 PM.
    Greg Hoffman
    Affiliate Marketing Advocate of the Year 2016; Best OPM/Agency - 2014; Best OPM/Agency, Five Years in a Row - ABestWeb.
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  2. #2
    OPM/Moderator Hectic GHC's Avatar
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    We have sold out of "irregular" aprons and asked affiliates to remove the word irregular and any price discounts or coupon codes.

    Since we won't have irregular aprons for a very long time, if ever, we want to preserve a good customer experience. Our customers tend to complain when we run out of inventory. So all the affiliates have to do is swap out their irregular sale code with a generic link to the home page.
    Last edited by Hectic GHC; March 15th, 2011 at 01:38 PM.
    Greg Hoffman
    Affiliate Marketing Advocate of the Year 2016; Best OPM/Agency - 2014; Best OPM/Agency, Five Years in a Row - ABestWeb.
    Visit Greg Hoffman Consulting

  3. #3
    Moderator leeann's Avatar
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    So I'm confused. Did you lose money by selling out of all of your irregular aprons so quickly after your promotion went viral?
    leeann


    Shoppers determine what has value and they like coupons. Stop manipulating who set the cookie just because you do not like coupon and promotional sites.

  4. #4
    Speechless OTProf's Avatar
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    Oh No! Too many Sales! Close Down!!!

  5. #5
    OPM/Moderator Hectic GHC's Avatar
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    No we were losing money when the coupon sites scraped the free shipping code given exclusively to two affiliates.

    We had a limited supply to begin with. Last year it took two months to sell out, this year it took 5 days.
    Greg Hoffman
    Affiliate Marketing Advocate of the Year 2016; Best OPM/Agency - 2014; Best OPM/Agency, Five Years in a Row - ABestWeb.
    Visit Greg Hoffman Consulting

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