With entries open for October’s inaugural International Performance Marketing Awards (IPMAs), this Q&A series looks back at the winners of the Awards’ ceremony last year, gathering insight into the some of the past winners and inspiration behind the industry’s newly-decorated campaigns and companies.
Today we're speaking with Experiencias Xcaret B2B manager Michel Cervantes Martinez who won the award for Central & South America - Best Managed Affiliate Programme Award.
Tell us about winning an International Performance Marketing Award?
MM: It was a surprise from the beginning. I do not receive calls every day from London to tell me that my work is remarkable. My team do their best every day and we can see the numbers, but it is difficult to know if people realize how hard it is.
Where does the value lie in winning the Central & South America - Best Managed Affiliate Programme award?
MM: There are no events like this in Latin America, it is difficult to know in what position you compare with your colleagues, sometimes it is difficult to know who your peers are. We know there is a technological gap in our countries, and having the recognition of a panel of international judges is a strong indicator that we are doing things right. In addition to validating our work, it helps us to promote the affiliate marketing industry in Mexico.
Has anything changed for your company since winning the award?
MM: Things changed from the first day. There are more companies and people interested in working with us. Negotiations became easier now that we have international validation of our work. In addition, we became advocates of performance marketing within our company, and people gained a better perception of our work. We are very proud to put the name of Experiencias Xcaret at the top of our region.
In your opinion, what kind of attributes stand out in succeeding in such regions as LATAM?
MM: I think that every region of the world has very particular issues. We focus on Mexican and international markets. We must always remember that we work with people and the clients are our reason to be. In the particular case of affiliate marketing, it has been vital to have smart, experienced and highly valued allies such as Webgains, Shareasale and Pepperjam. I am part of the e-Business team and we have a great director who tries to keep us trained with the best in the world. We also care about hiring skilled people, who above all, share the values of Experiencias Xcaret.
What's your take on the IPMAs as a vital aspect of driving the industry forward on a global scale?
MM: London is one of the capitals of the world. I think it's great that you have taken the lead in creating an event that has global reach, where apples and oranges can be compared, and that allows regions that normally go unnoticed to stand out. There are countries where they do really original and avant-garde things, and now there is a place where they can showcase their talent.