Advertiser Profile

Contact

Laura Blake

Sector

Clothing & Accessories

Tell us something that publishers might not know about your programme?

Our conversion rate is a big plus point as we put on really strong offers and once people are on site, they see how far the Burton product has come since the last time they went into a store (probably the early 00s!). The clothing is trendy but not try hard and great quality so people generally checkout with some goodies!

Which months are most important for your brand? When are your key sales periods?

November and December are huge for us in the run up to Christmas. Key ‘blokes’ holiday’s too like Father’s day and also the ladies picking up Valentines gifts are important for us too.

What do you think is the next big thing for performance marketing?

Mobile/Multichannel. We have mobile tracking and we have a temporary multichannel solution for big promotions. Getting a program wide multichannel solution is a priority for early in 2014!

Which methods have you found most effectively to motivate your publishers?

Keeping in regular contact helps the most. There’s a clear link between the frequency I get to speak to publishers and how they perform for our programme. It’s inevitable that the people you’re in contact with most will firstly hear about, and be happy to promote CPA increases and exclusives.

What technological innovation would you like to see in performance marketing?

It’s not so much an innovation but I think it would be great to see something that really helped to protect the commissions for content sites, as I don’t think there are a huge amount of incentives to being a content only publisher, but as a fashion brand, that’s exactly the sort of thing we’d like to get involved in more. To add value to the brand rather than convert purely based on our awesome offers (in conjunction with the brilliant product offering of course!).

What’s the best piece of performance marketing advice you have been given?

To plan ahead. It’s not always that easy as the Burton brand is very reactive and we’ll often alter deals or change dates. It still helps to have done SOME forward planning though, as it gives me more leverage to increase my offer/exclusive to affiliates if it’s been penciled in for some time, rather than having to scrap it if it was a last minute plan.

If you could change one aspect of the industry, what would it be and why?

I’m not sure, I don’t think I’m deeply ingrained in the industry to go around wanting to change things! Definitely don’t change the pastries though. I really like that at every event or meeting there is always a delicious pastry for me to eat.

Who is your hero?

Martha Cooper. In the 70s she photographed graffiti artists in New York and published Subway Art with Henry Chalfant in the 1980s. I just think she’s a strong and passionate lady who challenged social convention and stuck to her guns to do what she most enjoyed.

Do you have any new/big plans for the next few months that publishers should know about?

We’ve been doing a lot of work on the brand image and so stay tuned for neat, modern new graphics which really compliment where the product and brand is at.

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