Albert Lazarito of Silvercash echoed that sentiment, stressing that online adult entertainment is about teamwork.
“Relationships are key but that doesn’t just mean an ICQ chat,” Albert said. “They have so many options now. Personal, face-to-face relationships set you apart. It comes down to your sales people building and maintaining those relationships.”
Rainey Stricklin of PrideBucks encouraged the crowd to think beyond stereotypes.
“We do various promotions and host parties to bring in strong affiliates,” Stricklin said. “But we also don’t ignore the little guy. Don’t underestimate anyone. You might not know them, but that doesn’t mean they don’t have something to offer you. Even if you run a gay program and they deal in straight content, you might still be able to do business with them.”
Mark of Naughty America offered the attendees insight on the value of affiliate managers.
“The key is to grow your business with them,” Make sure you include everyone because your smallest affiliate today could be your biggest affiliate tomorrow. A good, dedicated affiliate manager is a big part of that relationship building. But you need to be careful who you hire and how many affiliate managers you have.”
Attorney Spencer Freeman of Adultlaw offered a word of caution when it comes to maintaining relationships with affiliates.
“Relationship on paper need to be that of an independent contractor,” Freeman said. “From a liability standpoint you need to operate as far away from them as possible because in areas like spam, the government is trying to hold affiliate programs responsible for actions of affiliates.
Freeman added that programs should avoid the use of the word “partner” when dealing with affiliates.
“You do not want the law to consider you a partner of your affiliates,” Freeman said.