Stowe Boyd

Andy Sernovitz on The End Of An Experiment

I am all for word of mouth marketing. But, as I explained to Andy Sernovitz a week or so ago, word of mouth is only one part of an overall marketing program that would include traditional advertising, social media, and more.

Andy decided to experiment with more or less conventional blog advertising, via an affiliate relationship here at /Message.

Based on the response that this is causing (see Todd Tweedy on Affiliate Marketing At /Message), Andy has decided to withdraw from the experiment:

[via email from Andy]

Stowe -

Thanks helping to get the word out about our event. As you know, you were our only test of a sponsored blog post (and you did a great job of disclosing it properly).



I think our test proved one thing quite quickly: disclosure is a complicated issue.

As the guy who led the drafting efforts for disclosure best practices at WOMMA and other organizations, I’ve spent much of my career working with hundreds of companies on the best way to be systematically open and transparent.

With that said, it’s probably best if we conclude the test and cancel the referral fee agreement. If you want to continue to share the discount code without a referral fee, that would be appreciated.

My learning:

1. Pure word of mouth without compensation is more effective, more credible, and less controversial.

2. Compensation for exposure isn’t wrong — it’s called “advertising”. The most important thing this that every reader is clearly able to know which is which, and both the blogger and the marketer insist on full disclosure.

3. Disclosure and transparency are vital issues that we need to continue to prioritize and keep working on.

Sorry you got dragged into this, but I’m always happy to have another chance to talk about the importance of disclosure.

Thanks,

Andy

So, following Andy’s request, we are dropping the affiliate deal with him. I will be keeping up the discount for anyone who wants to get it though. I have the utmost regard for Andy and the professionalism he is showing.

In this process I have learned perhaps more than I wanted to about the feuds and contention within the word of mouth marketing community, but I guess that’s to be expected in a new and somewhat controversial sector.