Manchester Fashion Network - The Affiliate Marketing Talk


Hosted at The Castle Hotel on Monday evening, with speakers Paul Hurst, Justine Goldstraw and Vicki Day



The Fashion Network, a networking service that develops business opportunities within the fashion, apparel and creative sectors, hosted a talk about affiliate marketing, with 3 industry experts:

Paul Hurst - online marketing manager, Boohoo.com
Justine Goldstraw - affiliate account manager, R.O.EYE (affiliate management agency that manage Boohoo.com)
Vicki Day - owner of fashionablemaven.co.uk

The term itself 'affiliate marketing' had no affect on me because quite frankly, I had no idea what it meant (despite it being hurled over my head in the office on a daily basis). However thanks to this informative night, I'm telling anyone who'll listen on the tram, about Affiliate Window, Trade Doubler and how they MUST use their blogs to become an affiliate.

Here's what the experts taught me...

What is Affiliate Marketing?


An Affiliate is a company or individual that uses blogs and websites to promote another comapny or individual's products. The affiliate receives a percentage of all sales made from activity on their site. Boohoo for example, pay 6% commission of the basket value, to the site where the consumer has come from. The brand does not pay until there has been a sale. This is known as CPA (cost per acquisition)

How do you become an affiliate?


First, you must register with an affiliate network. Examples of affiliate networks are Affiliate Window, Affilinet and Commission Junction. The cost of registration is usually £5. You will then be given an affiliate I.D and will have the opportunity to search through a number of merchants, in order to find whose products you want to promote on your site.

R.O.EYE approve all sites that would like to promote Boohoo products. They aim to approve most sites as their target is to drive sales, but they have to constantly think about the boohoo brand, what it stands for, and where their target audience is online.

Is PR closely linked to affiliate marketing?


The boundaries between PR and affiliate marketing are blurring more and more. For example, Look magazine is part of Boohoo's affiliate programme but also features several boohoo products due to the brand's PR involvement.

How do you measure the success of affiliate marketing?


You can track which sites are transferring people to your site, the number of transactions and the amount of revenue those sites are creating for your company. It is far more trackable than print advertising and the brand only has to pay a fee when a purchase has been made. With the use of affiliate marketing, the brand is able to see exactly where their money is going and is therefore a highly viable channel

Why should a blogger become an affiliate?


If a blogger is already talking about a product, why not make money for doing so? In theory, you could do individual blog posts about a brand, or you could do banners. It depends solely on whether or not you want to be overtly 'sales-y' or more subtle in your approach.

Is it easy for a blogger to become an affiliate?


Via an agency, it's simple. The agency is there to hold your hand and help you through the entire process of becoming an affiliate.

What is the best way to kick start your blog?


A blogger should register to the diary directory on Gorkana, to browse all PR contacts on the website and create a press pack. You should also sign up to Google Analytics and Google Insights to find and monitor what consumers are searching for online.

But most importantly, you should commit to your blog. You must regularly upload content, otherwise you will not grab the attention of the consumer, and consequently, of the brand. You need to give the consumer a reason to return to your site, so supply them with regular information that is genuine, current and consistent.


Will affilate marketing be the death of the ‘free blogger’?


Many may think that monetising blogging will make the whole concept sales-y and 'dirty'. There will be bloggers who just want to write about what they love and not bother with making a sale. It all comes down to the individual. No-one is forcing the blogger to get involved with affiliate marketing, but the option is there should a blogger chose to participate.

What is the future of affiliate marketing?


Affiliate marketing is merely going to grow and grow. Brands are not only welcoming affiliate marketing, but they are also warming to the notion of bloggers becoming affiliates.

Parting words from the speakers:


Paul Hurst (aka the brand) - "Be aware that if you are genuinely passionate about something and constantly blog about it, said passions can be rewarded by a brand."

Justine Goldstraw (aka the agency) - "Don't be scared. R.O.EYE is here to talk and help you develop an affiliate program."

Vicki Day (aka the affiliate) - "Write about what you love. You won't be another Susie Bubble. So be true to yourself, find your niche, and eventually, people will find you."


By Holleh Nowrouz

Comments...

  • It was a brilliant evening, I learnt a lot. Thanks for clarifying the cost aspect
    04/03/2011 09:12:29 by Holleh Nowrouz
  • Glad you enjoed the evening! Just to clarify, it is free to become a Publisher (a site/blog that promotes Merchants) fees are only charged to Merchants. If a Publisher then wanted the help of an agency, they would have to pay. I'm a blogger than does it all myself so it can be done. :D
    03/03/2011 00:00:00 by Jordan McDowell

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