A couple of months ago, I became a bit disenchanted by the way a brand can get lost through affiliate marketing programs. I looked at Glam.com , CJ.com and was not big on how those entities would manage to serving graphics, content, offers that would resonate with each etailer or bloggers pre - exisiting content.
It seems that there is no distinct logic to placing banners and attracting consumers anymore. In fact a luxury brand could be served a mass retailer ad. I did not want to be part of the disregard for affinity with potential consumers.
Companies join affiliate networks and just any person or random website seems to be able to claim a genre and automatically they get access and opportunity to promote a brand on their sites.
The brand I am working with has a soul. In fact there are 7 pillars that drive the content of this multimedia targeted towards and created for affluent women. They are Fitness, Wellness, Awareness, Healthy Eating, Style, Beauty, and Travel. The content focus on that and it is all digital and can be shared, archived and accessed on multiple devices. The "cloud" for this multimedia, VIVmag is Apple's iPad, iPhone, laptop, or desktops; be that PC or MAC.
We have even created a iPad app back in October 2010. It's free so any iPad owner can download and get the interactive experience and high fidelity visuals right away before deciding to purchase.
I had our PR agency support me in crafting the announcement that follows in the link below. This PR serves as notice to the trade, bloggers, and e-tailers whose online offerings and digital footprint resonate with the cultivation of a high energy yet balanced and inspireds lifestyle. The people that have joined as affiliates, VIVMavens are high achievers, responsive, digitally connected, extremely talented, aware,involved and moving ahead light speed with life challenges while celebrating successes, They are the type of content producers this media brand wants to know and they are global. They not only have a website, but they have blogs, webisodes / video, and active social media presence that really works well for their own distribution and notation of VIV within multiple digital channels that they manage.
VIVmag Launches Invitation-Only Affiliate Program
So with VIVMag, I decided that the way that the brand can truly speak to women consumers is by affiliating with women that are already talking to them. No need to employ media that we cannot control . OWNED media is the way to go in affiliate marketing as it relates to niche brands or media. No wait, no hassle, you set the business terms. This already catch notice as there are media entities now looking to copy this model. The more the merrier. Let's serve people what they are most likely to be interested in and not randomness.
If you have any questions about branding strategies to serves the sales and marketing goals of your brand and want to know more, please leave comments on the blog or contact me at VIVMag or on Linkedin :
http://www.linkedin.com/in/adriennewallace
I also have a public page on facebook: Adrienne A. Wallace.
Our exchange there is all about branding, digital and social media, consumer marketing and strategic marketing communications. This is what I do extremely well and so let's share ideas and our notions of the next wave!
None of us really get there until the last of us arrives anyway so ...hurry up.
- Adrienne A. Wallace
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