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Bv asw presentation

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Sam Engel's presentation from ASW 2015

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Bv asw presentation

  1. 1. Affiliate Summit West 2015
  2. 2. Affiliate Legal Issues: 3 Immediate Action Items January 19, 2014
  3. 3. BRAND PROTECTION What We do at BrandVerity:  Provide brand protection and compliance solutions  Goal: more transparency in affiliate marketing (elevate the industry)  Monitor and protect hundreds of brands across the web THE TM SPECIALIST Sam Engel Marketing Manager BrandVerity
  4. 4. BRAND PROTECTION AFFILIATES SHOULD ENHANCE YOUR BRAND  Add value  Support your brand message  Comply with regulations and limit your risk
  5. 5. BRAND PROTECTION ENSURING THAT AFFILIATES LIMIT YOUR REGULATORY RISKS  Industry-specific regulations  Disclosure  What are the risks?  Who’s responsible?
  6. 6. BRAND PROTECTION ENSURING THAT AFFILIATES STRENGTHEN YOUR BRAND MESSAGE  How do affiliates promote your brand?  Is their message consistent with yours?  How do you keep track of this at scale?
  7. 7. BRAND PROTECTION ENSURING THAT AFFILIATES ADD VALUE  Carefully evaluate affiliates who apply to your program  Have a trademark bidding policy – and enforce it  Focus on incremental sales
  8. 8. BRAND PROTECTION TAKING ACTION STEP 1: APPROVAL PROCESS  Avoid auto-approval at (nearly) any cost  Ask tough questions  Understand how each affiliate will:  Drive traffic  Represent your brand
  9. 9. BRAND PROTECTION BRAND PROTECTION TAKING ACTION STEP 2: ONGOING PROCESS 1. Develop regulatory and brand guidelines for affiliates 2. Create a reasonable process to support guidelines -Monitor for changes after affiliate is approved -Review brand placement on affiliate websites 3. Follow process and enforce compliance
  10. 10. BRAND PROTECTION WHAT’S A REASONABLE PROCESS? — SMALL/MEDIUM BUSINESS  Review websites of top-producing affs at regular intervals (quarterly, annually)  Quarterly searches for brand name variations  Check on suspicious conversion rates  Quarterly review of Twitter activity  Random audits
  11. 11. BRAND PROTECTION WHAT’S A REASONABLE PROCESS? — HIGHLY REGULATED INDUSTRY  Review all affiliate websites weekly  Review every time an offer changes  Monthly searches for brand name variations  Monthly examinations of social media activity (Twitter, Facebook, etc.)
  12. 12. BRAND PROTECTION HOW DO I ENFORCE COMPLIANCE?  Affiliate Hijacking: immediate removal from program  Other Paid Search Violations: 3 strike system  Inappropriate or Off-Brand Content: depends on severity  Regulatory Issue: propose a fix, disable aff link

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