If you collaborate with the right affiliates you can.
Collaborate with like-minded influencers and you’ll be on your way.
One of the most effective ways to put your brand in front of your target audience (and therefore ensure that your brand is upheld), is to gift influencers and bloggers with your products – ideally pieces from your new collection or in advance of the next one. If gifting is not an option due to budget restrictions, open up larger collaboration plans to create really great content supported by quality imagery – exclusively given to specific influencers or content sites.
You may think initially that your PR team are the first point of call for this – but any affiliate marketing agency worth its salt will also offer this type of service as added value to clients – we sure as heck do!
Indeed, we effectively become a part of your PR team, given that so many influencers now monetise their sites and look to earn revenue themselves from the traffic they refer, and PR is not as black and white as it used to be.
There is huge crossover here, and Silverbean have honed a plan which ensures limited confusion and optimum performance, for luxury retailers and others alike.
Operating with the likes of Charlotte Tilbury (across the UK, US, Canada and Australia) and MONNIER Frères (across their global programme), we effectively and successfully work alongside each brands’ PR team.
It is a pretty simple process let’s face it, but it works…
We create a list of content-creators we would like to target, and, based on their following/engagement, categorise these as either Platinum, Gold, Silver or Bronze. Based on the category, appropriate gifting amounts are then allocated and the list is then signed off by the client and cross-referenced with the PR team to ensure no overlap. The Silverbean team then reach out to those that have been approved to organise gift supply, agree online coverage and follow up until said coverage is complete. Like I say – pretty simple but effective…
Read here how we impacted Charlotte Tilbury’s US affiliate program within three months of implementing our blogger outreach plan.
All of the above is of course great for brand reach, exposure and potential revenue. But, both influencers and brands must be sure that any exposure is kept in line with recent guidelines set by both the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA). Adhering to these guidelines will ensure that it is always transparent when there is a commercial connection between both brand and influencer, and protects the brand representation.
In addition to the above, offer bloggers an opportunity to create some amazing bespoke content and imagery coverage by arranging product launch events or one on one evenings with buyers/in-store. Work with your PR agency and your affiliate agency to set this up – and make it compelling.
By inviting the right types of bloggers, those with which you already have relationships and those which you would like to foster an online partnership, you can be in control of your brand and how it is represented – after all, you will be driving the theme and the tone of the event.
We ran such an evening with our client OKA at their Chelsea store. We invited bloggers to an evening with one of their designers, and the agenda included:
- An introduction to new collections
- A competition to dress a room with pieces from the new collection to win a voucher to spend in-store
- A goody bag which contained some fab pieces from the OKA collection
- The opportunity to take as many photos as possible to support the content
- Interviews with OKA’s designers to get some first-hand information
And it was a great success, with lots of social coverage on the evening and subsequent blog posts covering the event. As mentioned above, because OKA and Silverbean worked together to plan the theme of the event, the tone which the affiliate would take away and also the environment in which the photography took place, we were able ensure the brand was ultimately represented correctly within our group of publishers (albeit with a personal twist from said blogger).
And because of our approach, this control was perceived across numerous channels, filtering down to similar bloggers who follow their counterparts on line – this all added to the growing perception of HOW to promote OKA via content and strong imagery.