Equator attend Affiliate Huddle

Our Affiliate Team Leader, Sean Mahon, reveals how fashion brands and Dragon’s Den were on topic during his recent attendance at the annual Affiliate Huddle.

Our Affiliate Team Leader, Sean Mahon, reveals how fashion brands and Dragon’s Den were on topic during his recent attendance at the annual Affiliate Huddle.

The day started with me spilling coffee all over myself at 05:30 in Glasgow Airport but thankfully, it improved drastically from there. The reason for my cockcrow clumsiness? I was en route to London for the annual Affiliate Huddle event organised by Kelvin Newman of Rough Agenda / BrightonSEO fame. As with all Equator team affiliate trips, we tried to maximise our time in the city and the morning kicked off with an early breakfast meeting with our good friends from Ve Interactive prior to registration at the event. The conference itself was held at One Wimpole Street, just a stone’s throw from Oxford Street and following registration, we were greeted with a rather tasty selection of pastries and drinks.

The first session was a self-styled Battle of the Affiliates and certainly didn’t disappoint. It was a real firecracker event to kick off the day, even if host Andy Barr of 10 Yetis’ sparkly gold quiz show host jacket should have come with a high UV warning! After another quick coffee break we were back in for a session with Latest Free Stuff MD Deepak Tailor. Deepak took us through his experiences on the popular BBC programme Dragons’ Den and interspersed clips from the show which aired in January of this year with his honest experience before, during and after the show aired. It was a very entertaining session and provided an interesting insight into where affiliates sit with these captains of industry. Following on from this we had another panel discussion from the group of affiliate Experts. Less combat-orientated this time though, and featuring a whole host of familiar names such as Duncan Popham and Julia Stent, it was nonetheless a spirited and informative session.

After lunch we had back to back talks around the broad theme of content. Andrew Girdwood, wearing his affiliate hat on this particular day, gave a cracking presentation about the value of longtail affiliates. Perhaps a topic that has fallen out of vogue in recent times, Andrew’s talk nonetheless outlined the importance of engaging with your content partners in this day and age, especially with the crossover between the likes of affiliates, SEO and PR. Speaking of hats, Sandra McDill of 7thingsmedia followed after Andrew with a talk on luxury affiliate marketing with a particular focus on fashion brands. Having worked exclusively for fashion e-commerce brands prior to joining Equator, I found this subject to be of particular interest. Kudos to whoever got away with labelling affiliates as ‘incentivised PR’ to the heads of a well-known luxury lingerie brand!

The day concluded with a network panel discussion and a talk around the influence of mobile. Unfortunately, my desire to participate in the post-event libations was overruled by the necessity to get myself back up to Glasgow and it was with a heavy heart that I made my way back to Victoria Station in order to do so. All in all it was a very enjoyable event and felt quite relaxed and sociable in comparison to some of the other industry events I have previously attended. Fair play to Kelvin and the team for making this a free to attend event and I look forward to seeing how they continue to grow it. Roll on Affiliate Huddle 2017!

By Sean Mahon, Affiliate Team Leader