Performance Horizon Group (PHG) has been unveiled as the co-sponsor of the 9th annual Performance Marketing Awards, in association with PerformanceIN.
The partnership will see the two combine to play host on April 28 at the Grosvenor House Hotel in London for a night to celebrate outstanding companies and individuals within the performance marketing space.
We spoke with one of PHG's co-founders Sean Sewell about the importance of the Awards, their involvement and tips for networking on the night.
Why is it important for PHG to be involved with the Performance Marketing Awards this year?
Performance Horizon Group has always had a close affinity to the awards ceremony - and this year is no exception.
As a company, we've witnessed and are helping pave the way for massive shifts in the performance marketing space. Over the years, we've also watched the PMAs grow into the leading industry-focused celebration of top achievement and innovation in performance marketing.
This year particularly, we've seen a growing number of client and agency partners submit awards for programs that PHG is powering. Of course, PHG being shortlisted for Industry Choice of Partner has made us all very proud.
You were one of PHG's co-founders back in 2010. How have you seen the Performance Marketing Awards change since then?
Performance, or digital partner marketing has evolved into much more than just traditional affiliate and is now a top-level online marketing model. Likewise, the PMAs have expanded and recognises other performance based models and channels that are changing how brands connect better with customers.
When we set up Performance Horizon Group, we had a forward-looking mission to work with multiple types of digital performance partners. We have seen that play out as affiliate 'the model' now encompasses a multitude of digital disciplines, and it’s great to see that reflected through PMA’s award categories.
What are your predictions for the type of entries we may see at the Awards in April?
My predictions are that more entries will come from brands demonstrating how they have transformed the processes, execution and growth of performance marketing.
It used to be that a mobile voucher code campaign could get you shortlisted, but now brands have access to robust technology that allows them to understand their data better and work directly with premium publishers. This in turn helps them to understand how they can influence and impact the conversion process and add real incremental and sustainable value to their digital partner marketing programs.
I also predict agency-managed brands could start to pull away from traditional network-managed programs as they are increasingly managing all of their performance marketing efforts centrally in order to add value across their entire digital mix. I think this begins to give agencies an edge.
Lastly – it’s great to see that three out of the six nominee’s for Hotshot Rising Star Award work with Performance Horizon Group. Who would I put my money on? ... I couldn’t possibly say!
Networking is a huge part of events such as the Performance Marketing awards, what are your tips for effective networking on the night and are there any networking faux pas to avoid?
The awards are a great opportunity to catch up with all areas of the industry, partners, brands, publishers, agencies and other performance marketing third parties. My tips would be simple:
- Don’t sell! Be personable – networking is not just about connecting and the perfect elevator pitch! It’s about building relationships – so listening is key and follow ups are crucial. In fact not listening is probably the biggest faux pas!
- Reach out to people early – don’t hope to just bump into someone you want to speak to there.
- Share your passion and enthusiasm for the industry with people – if it's mutual, it will make for a more memorable conversation.
To secure your position alongside the leading names in performance marketing, book a table online or contact us directly on +44 (0)117 203 3010.
You can also view the full shortlist here.