Sunday, 19 October 2008

A4Uexpo London 2008

Last week I attended the annual A4Uexpo in London hosted by Existem the creators of the popular affiliate community forum (formally a4uforum). This was a two day event with a vast host of influential affiliate speakers and from other online channels. The event was kicked off by affiliates4u founder, Matt Wood and keynote from Michael Nutley from NMA.

A4Uexpo London 2008

I managed to catch a couple of the presentations during the morning and afternoon in between publisher meetings. Keith Budden and Mark Russell hosted an interesting session on effective communication with your affiliate base which set the basics and common issues with driving your programme, some good affiliate tips and advice passed on.

The last session I managed to catch in the mid afternoon was an extreme SEO session. After spending 20minutes before this session with a true PPC expert, the session really delivered the key differences in natural search versus paid. Paid search is truly a science of mathematics – true and firm understand of the key metrics to drive the right amount of clicks at an acceptable ROI (return on investment) – it is pure data mining for guys who love excel and macros!
Extreme SEO session at A4Uexpo LONDON
Natural search you will find a far more creative search technician – Dave Naylor, Joost de Valk and Marcus Tandler (Mediadonis) made the hour session fly by with a plethora of hints and tips with an aggressive spin on the old black hat SEO ways to blacklist and decrease your competitors SEO rankings and also great discussion as ever on the means and ways on link building and link buying – from old school ethical sources to the bulk and the various text link brokers.

Chaotic but a truly great session, with plenty of value if you could keep up with the Kronenberg fueled banter and various ways to both upset and please Matt Cutts from Google!

Speaker Event - Securing buy in for your Affiliate Marketing programme
Earlier in the year I was approach by Matt Wood to speak at A4Uexpo with a twist on securing buy in for your Affiliate Marketing programme. Chaired by Daniel Powell (Head of Account Management, CJ), Chris King (Head of Affiliates, BT) and ran an hour presentation on securing that affiliate budget, aimed at advertisers and agency staff.
A4Uexpo - Affiliate Marketing Speaker Event
We pitched the talk on hitting each director within an organisation and the different tactics to make sure you can set up and run your programme but more importantly also ensure you can competitively scale the affiliate channel. Chris ran through pleasing the Sales & Marketing directors whilst my focus was more on guarantee both your Commercial Director and the Creative Director are happy and comfortable with the reach and branding of your business. I've just uploaded the how to get buy in for your affiliate programme here.

After the event we where whisked away for a cruise on the London Thames, with a 3 hour cruise on the Silver Sturgeon – this was a great networking exercise and I managed to catch up with various agencies, networks and affiliates.

Congratulations to Matt and the whole team behind A4Uexpo – a fantastic affiliate marketing event and great excuse to round up the most influential people in the industry over a two day period.

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