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An Affiliate Marketing Case Study :
The Western Union Money Transfer Affiliate Program.
Background: Western Union has a history dating back over 150 years,
locations in more than 200 countries, and has over 240,000 agents worldwide
- it is the world's leader in electronic money transfers and has established
itself as one of the most recognized and trusted global brands.
History: Western Union was looking to expand its ability to reach its
customers, and simultaneously its market share, by utilizing independent
affiliates across the world via the Internet. In 2001, Western Union
launched its own internally managed Affiliate Partner Program on the LinkShare
Affiliate Network. Its Affiliate program was highly successful and well
received. Its popularity grew and within the same year, it won the coveted
LinkShare Merchants award.
The Program continually acquired new partners over the next 3 years, and by
2004 Western Union determined that its Affiliate Partner Program would be
better served by a professional affiliate management company. An exhaustive
research and selection process then ensued to find a company with the
capacity, professionalism, and experience to manage their program. A single
company continually showed its commitment and ability to Western Union, and
as a result AMWSO was awarded the program's management in February 2004.
Analysis: AMWSO conducted an in-depth needs assessment review of the Western
Union affiliate program. After a review was completed, and AMWSO had a
thorough understanding of overall goals of Western Union for its affiliate
program, it was decided that a dedicated team of 4 full time AMWSO personnel would
manage the Western Union program. Additionally, AMWSO assigned the role of
program's strategic management to Chris Sanderson.
Network: It was determined that the program would remain on the LinkShare
network, but that a complete overhaul of the program was necessary so that
AMWSO could implement its highly regarded 5 step activation process.
Additional online marketing support and campaigns were created by AMWSO's
in-house design team to further target and reach specific country segments.
Concerns: One of Western Union's principle concerns was how some of their
Affiliate Partners were promoting Western Union services through the
network. AMWSO used their own in-house analytics to identify and record any
abuses within the program, and removed any offending affiliates from the
affiliate Program. As a result, Western Union saved hundreds of thousands of
dollars in commission payments to Partners that engaged in unethical
marketing practices. Monitoring and surveillance is an ongoing part of the
services AMWSO undertakes for Western Union. AMWSO ensures that any
promotion of the Western Union affiliate program adheres to Western Union's
Terms of Service and meets ethical marketing standards.
Results: Western Union's program continues to have exceptional growth under
the management of AMWSO with record numbers of transactions, activation and
recruitment being achieved.
Future: Western Union and AMWSO look forward to a promising future together
with many new technical implementations, and the added ability to grow the
program into new and emerging affiliate segments.
As of this moment the Affiliate Program is still fully managed by AMWSO.
