Content Warning: Adult Themes – This episode contains discussions of adult themes, including topics related to the adult industry and sexual wellness. It is intended for individuals aged 18 and over. Listener discretion is advised.
In this episode, Lee-Ann interviews Adam Fung from Lovehoney, exploring his journey into affiliate marketing and the unique challenges of managing an affiliate program in the adult industry. Adam shares insights on navigating the complexities of marketing sexual wellness products, the importance of influencer relationships, and strategies for seasonal campaigns. The conversation also touches on industry challenges, the skills needed for success, and the future of affiliate partnerships.
Talking points include:
- The adult industry has fewer barriers than expected for affiliate marketing.
- Networking and conversations are essential for staying updated in the industry.
- Transparency and accountability in sub-affiliate networks are crucial.
Listen in here for all of the insights….
Evolving with the Industry: Leveraging Seasonal Campaigns and Strategic Creativity
Managing a mature program like Lovehoney’s affiliate system, which spans 14 years across multiple countries, requires constant innovation. Adam highlighted the importance of adapting campaigns to maximise sales during key periods like Valentine’s Day, Christmas, and Black Friday.
One standout strategy? Creating thematic campaigns which both engage audiences and drive brand loyalty. Adam emphasised the value of keeping content and creatives focussed on wider appeal, advising lifestyle messaging rather than explicit product imagery.
Building Influencer Relationships for Niche and Mainstream Growth
Influencer partnerships have proven critical for Lovehoney’s affiliate growth, particularly in mature markets like the UK and Australia. Adam shared how the brand takes a collaborative approach with influencers by guiding them with best practices and leveraging their creativity to align with campaign goals.
He also noted the effectiveness of micro and nano influencers in creating authentic content that resonates with niche communities, such as certain groups or Facebook communities centred on sexual wellness.
Tackling Industry Challenges with Transparency and Tools
One of Adam’s top priorities is ensuring transparency and accountability when working with sub-affiliate networks. To avoid fraud or misuse, he implements rigorous monitoring and doesn’t shy away from cutting off relationships that fail to meet Lovehoney’s standards.
He also highlighted the importance of tech tools like SimilarWeb, which help affiliate managers identify and analyse traffic sources, monitor competitors, and uncover new opportunities.
Finally, Adam encouraged affiliate managers to maintain open conversations with their networks about industry shifts like cookie tracking changes and AI-driven strategies.
Listen to find out more about:
- Adapting marketing strategies to reach a wider audience.
- Tech tools like SimilarWeb can provide valuable insights for affiliate marketers.
- Seasonal campaigns like Valentine’s Day drive significant sales.
Key segments of this podcast and where you can tune in to go direct:
[05:25] Challenges and Strategies in Affiliate Marketing
[16:50] Skills for Success in Affiliate Management
[25:45] Future of Affiliate Partnerships and Networking
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