Monday, 27 September 2010

Making It: PR & Marketing

The two panelists, Amy Young and Jessica Lowe.
My attempt at explaining Affiliate Links!

I went to a little get-together the other day at The General Store on Deansgate in Manchester and got the chance to find out a little bit about the world of Fashion PR & Marketing.

Jessica Lowe from Harvey Nichols Manchester and Amy Young from Jacobson Group (Parent company of Gola et cetera) sat, nervously, in front of a sea of students, lecturers and people working within PR & Marketing to divulged a little bit about their careers, how they got to their level and what it is like being a PR in Fashion.


The event tackled questions like the current economic climate, whether Universities prepare student for the world of work, and began to sound a little bit like a BBC Radio 4 discussion being broadcast at 5:35am but needless to say the ladies were well prepared to answer any question and were generally a rather brilliant advert for the career choice!

The topic of conversation that I brought up was that of Affiliate Links as a marketing tool within the Online/Social Media sector. I addressed my question to Amy because her role demands national press relations where as Jessica's concentrates on the customer catchment area for Harvey Nichols Manchester specific.


For those of you that don't quite know what Affiliate Links are I'll do my very best to tell you briefly, as I did to the audience that very night. Affiliate linking is a method of generating money for your website or blog based on HTML coding and Hyperlinks. If you own a website or blog and are signed up to an Affiliate scheme, you will be able to gain access to HTML codes from retailers that agree to engage in an Affiliate relationship with you and your website. These HTML Codes, when embedded within your web content as a Hyperlink, can let your chosen retailer know that a click to there website has come from yours. If this click then generates a sale (a process called Click Conversation) you can get a percentage of the transaction amount paid. If, however, you're an experienced Affiliate linker you can engage in special deals with certain Affiliate providers that enable you to generate an income based solely on clicks, with no purchase necessary! Click here for more information (don't worry I am not just saying that to get money :D)

After I explained all that Amy answered, "at the moment no, for Gola online at the moment we use a lot of PPC with Google ... we've only been online for just over a year and it's traditional PR & Marketing so you're learning on the job with Online Media!" Which was such an interesting answer because it proves how new and progressive Online Media is. Even the PRs are having to catch up with the opportunities available to them!


Another topic discussed by both ladies was the idea of Networking as an important part of their job. Jessica said, "I get most things done just by knowing people". When asked about starting out and getting those few first contacts Jessica answered "it is something that you build up slowly ... get yourself on Twitter! I think it is amazing how many people you meet through Twitter ... I only saw Jordan's face for the first time last night but we've had many a conversation!"

And on that note I shall direct you to a recent Guest Blog post I wrote for The University of Manchester Fashion Blog which demands that Twitter become part of everyone's life! End.