Affiliate Marketing

Affiliate Marketing

On the 9th March 2017, the United Kingdoms Code of Advertising Practice. Published new guidance from the Advertising Standards Authority about recognising marketing communications. 

That is rules on how affiliate marketing must identifiable as an advert. 

Affiliates, need to ensure that consumers know that what they’re looking at is advertising. That means making sure it’s clear BEFORE consumers engage with it. Often, the context alone will make this clear. But sometimes the content might need to make it obvious that it is an advert.

This is often the case in social media, Vlogs, Blogs, news sites and voucher sites etc. Businesses, or individuals, who create content or websites that give an impression of independence. Must take extra steps to highlight content that is advertising for a third party. 

This new guidance, provides some suggestions, tailored to different platforms. Giving affiliate marketers some inspiration, but the key principles to bear in mind are;

• Where a piece of content wholly relates to affiliated products. It needs to be clear that the whole piece is advertising. Thus it may be necessary to use an identifier (such as ‘Advert’ or similar) in the title;
• If only some of the links and content to affiliated products. It is those aspects, that must be identifiable as advertising. By for example, labelling the relevant links/sections;

The guidance is also to remind businesses. That allowing their affiliates free rain over the content and targeting of ads. Does not absolve them of the responsibility for ensuring that marketing communications. That they reap the benefits from, must follow the advertising rules.

If you are an affiliate marketer. Or a brand that uses affiliate marketing. You can get up to speed with the new guidance shown here.

To swear or not to swear, that is the question.

Over the last few months, I have seen many articles advocating the use of swearing in advertising. While swearing, can be a powerful tool. It is not something that I would advocate using without seeking professional advice. Particularly if the general public could access the advert.

Where guidelines on this issue can be rather vague, established precedent is more specific. You cannot swear where children, vulnerable and impressionable adults, can see it. Nor in a context that may cause alarm or offence. 

Should you choose to use swearing, make sure that you have considered the context in which it's used. The product or service it is in relation to. As well as the chosen medium, its reach and the audience who will viewing it. Then estimate what the potential damage to your business could be. As well as the possible public reactions.

Even though some humorous use of swearing has used before. Other attempts have fallen foul of the regulators. For instance. French Connection used 'FCUK' as a high profile brand identity in the 1990’s. While they also used FCHK and FCUS, it was the FCUK logo that gained worldwide popularity. Yet, this popularity did not extend into the 21st century. While swearing maybe used as bit of a joke. Advertising for the ‘UNT mug’ fell flat on its face. (Google images for the ‘UNT mug’ to see why.)

“But it's only on my social media." 

"It's only for limited circulation."

"Who’s going to notice?”

These are some of the excuses I have heard.  None of these justify poor and inappropriate choices of words in your advertising.

If you are convinced that this is the route for you. There are some items to consider.

1. The UK Code of Advertising Practice, covers web-based media. This including websites, social media and online video. 

You are just as liable for an obscure web ad on your site, as for a national TV advertising campaign.

2. You are still liable, even if someone else shares your material. 

If you get your advert right, people will want to share it. Will your advert be compliant with the obscenity laws of other English speaking countries? Could it cause offence to other races or cultures? 

3. It takes only one complaint to have an advert taken down. 

That's right, just one single complaint. You had better be sure of your audience.

Importantly:

Why are you making an advert if no one is going to notice? The whole point of advertising is to attract attention, to get noticed. Hiding an advert where only a select few can see it is a waste of time, money and resources. 

Would I recommend that a client uses swearing in an advert?

Generally no. It mostly fails to achieve its objective. Currently too many are attempting to use this technique inappropriately. Which means the conditions that would make such an advert outstanding; do not exist at this time. Swearing no longer has the impact to gain the notoriety that is required for it to succeed. You will only be seen as copying a trend, not as the trendsetter.

Have I ever used such techniques? Yes. But that was in different time and a different place. When there was no Internet and values were different.

I would suggest that the pundits advocating the use of swearing in advertising. Are not the ones who will suffer the consequences if things go wrong.

Gavin Bryan-Tansley - Vid-FX+ Advertising

It looked such a good idea...

The Osborne Effect

'The Osborne Effect', named after the first successful commercial portable microcomputer. It may not be immediately evident what this has to do with your advertising. Yet, this early portable microcomputer has had a lasting legacy on the advertising industry. 

Osborne computer executives. Had an unfortunate habit of announcing speculative products and developments. They had the idea that this would keep the company in the news. That it could be valuable 'Free' advertising. That it would build a demand for a product that did not and may never, exist.

Yet, it had the opposite effect. Causing customers to wait for the newer models, depressing sales of the current versions. It also had a knock-on effect in their press relations. In that, the press became sceptical of their ability to actually deliver. Hence, 'the Osborne effect' can lead to accusations of false and misleading advertising.

This is one of the classic mistakes, that all advertising students learn about. Yet, there are still some who continue to advocate this discredited marketing policy today! 

Don't make early announcements, inflate specifications or delivery dates. It can cause irreparable damage to your reputation and your business.

Contact us at Vid-FX+ to find out how we can help your business grow and prosper without breaking the rules. Or breaking the bank.

Gavin Bryan-Tansley Vid-FX+ Advertising

You are advertising, aren't you? Even the Taxman wants to know!

UK Only

One of my clients recently received a letter, shown below, from their Tax Office. Most of the required information is routine information for any business, what worried them was the request highlighted.

Happily, I was able to supply them with a printout of the information, including when and where online adverts had been uploaded. Coming from an ad agency this more than satisfied their Tax Office, that this person had been taking reasonable action to advertise their business. 

Note: the request only asks about advertising, not marketing. 

Which leads me to back my first question. “You are advertising aren’t you?” 

Despite the many commercial benefits that advertising can bring. It now appears to be a necessary requirement in a tax review or investigation. As well as a breakdown of the hours you work, a summary of your bookings and appointments, invoices etc. You are expected to show that you are actively advertising your business. If you are solely relying on marketing, networking and ‘word of mouth’ you may have some difficulties in finding a suitable answer to this question, should it be asked.

If you want to be sure that you have an answer to this. You should call and arrange an appointment, to talk about what you can do to actively advertise your business. While ensuring you have the appropriate records to show that you have done so.

Gavin Bryan-Tansley - Vid-FX+ Advertising

Is tourism only for holidays?

While in St Andrews the other week, I noticed the vast number tradesmen vans in the town. All the shops that had been closed a few weeks earlier, were being refurbished. 

This was undoubtedly in response to the Open Golf Championship coming to the town. With retailers and hoteliers wanting to make the most out of this event and the visitors who will be coming to their town in during that period. Some of these tradesmen's vans came from Manchester, some 300 miles away!

Tourism is as much about Business as Holidays.

It struck me, that tourism should become a major concern for many businesses and trades that don't currently don't think that it applies to them. If there were plumbers, from Manchester working in St Andrews. Why was there a plumber in from less than a dozen miles away from the town complaining about a lack of work?

The answer? 

From a quick survey, I found that the Manchester plumber is actively advertising in various trade papers and websites, while the local lad relies solely on word of mouth.

The moral of this story is, “if you are not advertising, you are not in business!”

If this strikes a cord with you, I suggest that you contact me at Vid-FX+Advertising. So that, we can discuss how you can make the most of your advertising opportunities.

Gavin Bryan-Tansley - Vid-FX+ Advertising

Will you be breaking the law?

There is an extremely good chance that before the end of 2017 your business could be breaking the law. This is because most UK businesses are in blissful ignorance of the introduction of a new EU data law, the General Data Protection Regulation (GDPR).

Failure to address this issue could lead to fines of hundreds of millions of Euros, or five per cent of turnover. With the possibility of consumers being able to claim damages for misuse of data, heading your way!

To meet coming compliance standards most of the currently advocated practices for data collection will have to be abandoned or at least seriously changed. These new requirements make no provision for the size of the business collecting the data. They will apply to all businesses irrespective of size. Therefore it is essential for businesses to identify the right sources of advice to ensure their future compliance with these new regulations.

There is a solution.

As these regulations are European only, a good rule of thumb is if the advice is in English ensure that it is of British and not of American origin. If it is priced in dollars avoid it!

While it is inherent on all  EU businesses to seek the proper professional advice, appointing an individual or an agency to be responsible for ensuring the new regulations are compiled with. The new EU data laws will require audits of all current data and how it was collected as well as ensuring that all new data collected is fully compliant. The result will leave your data secure, better organised and ensure that you are marketing to people who want to hear your message and not annoying those who do not, thus ensuring a better chance of a positive result.

These regulations may seem onerous, yet they are not much more than the best practice, that already advocated in UK. They can be used to build a bond trust with prospective clients. Ensured confidentiality, can allow you to generate valuable new data, making direct sales calls easier to target.

Instead of looking at this EU data law as a unwelcome burden on your business, look at it as an opportunity to build your businesses reputation for compliance and professionalism. Simply ensure that you are taking your advice from the right source.

Gavin Bryan-Tansley ~ Owner Vid-FX+ Advertising

Why?

Could somebody please tell me what is the point of sending the email above?

Ok 'images generate more clicks'. But only when people can see them!

Somebody has obviously tried to do some email marketing here. They have listened to the why, but not the how.

If you are really into advertising and marketing your business the DIY approach does not really work. Issues such as the above can do your business irreparable harm.

As seen above the images were to big to load and there was noting in the subject line or the header to encourage a recipient to take any further action, except to delete the email.

First impressions count!

Trite but true. What does the message above say about the advertiser?

Simply that if the sender does not care enough about their business to ensure that they get own promotions right. Why would anyone trust them to care about getting it right for their businesses?

Ok, kind of cynical. But lets be honest, with hundreds of marketing emails hitting peoples inboxes everyday. Who are you going to choose, this or the very next email that does have something to say? 

If you are going advertise and market your business, concentrate on what you do best and let others do what they do best. Commercial advertising pays. So talk to the professionals, people who do this everyday. They will stop you wasting your time and everybody else's.

~ Gavin Bryan-Tansley Vid-FX+ Advertising

Oh, please note. 

That this is far from an isolated instance, I get dozens of these a day. 

Think of the marketing opportunities that are being lost!