Did ASOS attack some of their share holders?
Nick Robinson calls the affiliates who helped build up his business in the early days as “Grubby little people in grubby little studios”Taken from New Media Age
“Next year we’ll reintroduce affiliate marketing but as it should be, as opposed to affiliates as they were” said Nick Robertson, ASOS CEO. “(There’ll be) no silly commissions being paid to grubby little people in grubby studios growing income at our expense, getting in the way of genuine sales”
Its an apalling remark and Id like to think it was not Nick that said it. If he did say it then I am even more astounded, its so unprofessional and so ungracious considering it was the “grubby affiliates” that was very instrumental in lining his now fat wallet and has insulted some affiliates who are actually still share holders. What a faux pas and on so many levels.
Well all I can say to the guys and gals who worked hard for ASOS in the early days and who have been offended by this, I am so sorry to each and every one of you, Im mortified…, hopefully ASOS will retract or at least clarify that they were misquoted.
I can tell you that ASOS will more then likely not be using an affiliate network, I suspect in-house.
The blogs will now replace some of their organic listings… I have seen what that can do (re a well known computer company) and ASOS really dont want that to happen as it will cost them a lot of money to fix it, not to mention the sales they will lose when customers see damning blogs first before organic listings, but I fear the damage has already been done if I see the amount of blog postings.
But I am also troubled by the fact that NMA would even print this regardless if it was a misquote or not, what were they thinking of, or perhaps this is how they feel about us? The damage this has done to the industry today, its going to take a while to fix, trust me on this one. ASOS is deemed as very good model to follow to some people.
Guys/ gals…. dont take it to heart, its hard not to, I know, this may cheer you up
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Comments
Hey JimD
We have to assume it was a misquote, it is more horrendous to think that it was not.
Hey (LM), I cant publish your post, I may end up in court for facilitating slander. Now if you want to edit your post and stick to the facts, no problem.
I agree with some of your comments and in particular, “ What makes Nick such an expert in affiliate marketing to enable him to make such a comment?” I think this is a fair point you make, happy to publish.
Anon: I cant publish your comments, Ill end up in court, lol
“The damage this has done to the industry today, its going to take a while to fix, trust me on this one.”
I disagree, one mans rantings will not damage the industry, especially when the same person is trying to get his company back into affiliate marketting.
“ASOS is deemed as very good model to follow to some people.”
It still is a good model. When you left ASOS the program quickly collapsed and was eventualy pulled as ASOS decided to go the way of “media” advertising. The fact they want to try again shows they need it. The fact that the program collapsed when one person left also shows affiliate marketing works but has to be worked at in the proper way, it has to have people to run it and keep it running. Joining a network and sitting back waiting for sales will not bring much cash to the tills, good affiliate marketting takes time and energy to get the best from it.
ASOS shows what can happen if the work is put in by the right people and what happens when it stops, you can’t get a better working model than that.
Regards
Aly
Any one that wants to make a comment on the NMA article re ASOS “Grubby little Affiliates” Nick Robertson, that’s fine… but could I ask you to keep it constructive, I will have to scan your comments and remove libelous remarks, I know you are angry, we all are.
Now this I can publish.
Tooo tooo funny yet the message is quite spot on. Shawn as u have never seen him b4
http://youtube.com/watch?v=Q_YruUZFcNA
E-Consultancy.com have now added to their blog, probably one of the most influential companies in the UK with some very very savvy people
Just read the article and I am a shareholder and I was once their affiliate and I am disgusted by the comments.
Perhaps the affiliates can be attributed to the growth in Mr Robinson’s head as well as his bank account.
I will be asking him on Monday what exactly he meant by such an offensive comment. What did he think this would achieve?
Have you seen the Wiki insert http://en.wikipedia.org/wiki/Doing_a_ratner
In March 2007, Nick Robertson, CEO of ASOS.com, commented in New Media Age Magazine about the re-introduction of an affiliate marketing program to help grow the business further. Affiliates are widely belived to have been responsible for ASOS’s rapid growth. Robertson’s description of them ‘grubby little people in grubby studios growing income at our expense”. has resulted in many affiliates shunning ASOS.com.
You cant buy that kind of publicity.