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Reputation Management and Affiliate Programs

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: In this session we will discuss how a company’s reputation can affect it’s affiliate program. Using references from WrightIMC’s comprehensive survey “Should Your Brand Take a Stand”.

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Reputation Management and Affiliate Programs

  1. 1. Tony Wright CEO & Founder 972-215-7167 @tonynwright Should your Brand take a stand? Affiliate Summmit East 2016
  2. 2. Should your brand take a stand? • Do social issues affect most companies’ bottom line • Should your company take a stand on a controversial issue? – How will the stand affect the bottom line? – How many resources will it take if we do take a stand? – What stand should a company take?
  3. 3. A few examples • Chik-Fil-A • Susan G. Komen Race for the Cure • Hobby Lobby • JC Penney • Starbucks
  4. 4. The Study • We wanted to know these things. So we did our research.
  5. 5. So we asked 3,012 random Google users what they thought
  6. 6. Some other findings • Age is a major factor in if the consumer cares about a company’s social stance – Younger audiences (18-24) are less likely to care – Ages 25-34 are most likely to care – Women are more likely to care than men • People in the Northeast are more likely to care than anywhere else in the country • Higher income consumers are more likely to care than lower income consumers • 􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛 􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛􏰛
  7. 7. What does this mean? • If you know your audience, you can take stand a profit • If you don’t know your audience, taking a stand could be detrimental both short and long term
  8. 8. What should you do? • Understand your audience – Audience polling – Big Data Appending – Qualitative and Quantitative research • Make sure any stand you take fits your company culture • Don’t take a half-stand. Make your choice known
  9. 9. Tony Wright CEO & Founder 972-215-7167 @tonynwright Thank You! Lets connect!

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