Why I’ll always be a “Bedroom Affiliate”
I was reading Ray Theakston’s Blog at the weekend, and a comment he made about not attending the a4uawards as they “didn’t seem quite right for bedroom affiliates like myself” totally hit home with me.
One of the main things that I loved about Affiliate Marketing when I first went full time in 2001 was the freedom that being a Bedroom Affiliate gave me. Having previously been a Civil Servant, not having to drag myself out of bed at Stupid o’Clock on a freezing January morning, put on a suit and tie and drive for an hour to go spend eight hours doing a job I hate was a breath of fresh air - I could get up when I want, commute in minutes (depending on how long it takes the kettle to boil) and wear what I like (even work in my dressing gown if I feel like it).
And pretty much the whole Industry was the same - 3am MSN chats with fellow affilates over toast and Marmite was par for the course, and there was a brilliant camaraderie amongst affiliates that meant loads of business was done, but in a laid-back, casual way. Nothing sums this up better than a trip to the UKs smallest network (at the time) in 2003.
Whilst other networks thought affiliates would be impressed by their Mayfair offices, marble floors and walnut staircases, and spent fortunes plying them with Champagne and Canapes served by waiting staff, Buy.at were totally in tune with what affiliates actually want, and the six or so of us that travelled to Newcastle were treated to a trip to the footie (complete with obligatory meat pie), all the beer you wanted, a trip to an all-you-can-eat Curry house, and finished off with a banquet at Steve and Paul’s favourite Chinese Restaurant. Every one of us left Newcastle with huge respect for Buy.at after that, and of course that led to them becoming the massive company they are today. Whether they have that same understanding of what “Bedroom Affiliates” want is another blog post in itself, and I’m already running waaay too long on this one..
I tried moving out of the bedroom to become a “Corporate Affiliate” in 2004, having seen the signs that “The Industry is getting more professional”, moving into rented offices with a plethora of staff, and I ended up losing approx £200,000 as a result - I seemed to spend more time firefighting staff issues, dealing with red tape and building issues than I did actually working on the affiliate business. It was also a tough way of finding out that I simply work better alone, and not long after we increased our overheads considerably, our income also went DOWN rather than up - Not a good recipe for a successful business, and a massive contribution to me walking away from the Industry in 2005.
When I returned to Affiliate Marketing in 2006, I was adamant that it would be as a Bedroom Affiliate again, and the first thing I had to do was to reduce those overheads. Unfortunately, that meant I had to make half of the remaining staff redundant, which I think is probably the hardest thing I’ve ever had to do in my life, and serves as a useful reminder that, as my last act as a “Corporate Affiliate” was to tell three people that they no longer had a job, I never want to have to do that again.
I pulled the surviving members of staff out of the office, and told them they could work from home full time, and paid them a little extra each month to compensate for their electricity/heating etc. They were also better off by not having to pay to commute to work, or pay £3 for a sandwich they can make at home for 20p every day. And of course, they can lie in bed for an hour longer, and work in their affiliate uniform (Jeans and T-shirt, or Summer Uniform of shorts and T-shirt!) We all meet up once a fortnight to check everyone’s still on course and happy, and touch wood, it’s worked brilliantly for the last 18 months.
As long as it’s still possible to make a couple of hundred thousand a year from your bedroom (or dedicated home office), there’s no way I’ll ever become a Corporate Affiliate again. Black Tie or Jeans & T-shirt? Champagne & Canapes or Beer and Curry? Spin & Politics or Honesty & Loyalty? I know which I’d rather have!
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Totally, totally agree John.
Although I understand peoples reasons for not attending the A4U Awards, I personally think it’s to big an opportnuity to miss. Granted things have changed considerably since the jeans and tshirt events at the Rooftop Gardens, but at the same time the industry has changed and grown up too. It’s only right that the awards represent this. I think it would be a little strange to have a huge professional event such as the Expo, yet have an awards ceremony that wasn’t on par. The black tie thing should not put anyone off!
As for bedroom affiliates, 3am MSNs, toast & marmite, beer & curry… its still the same here mate, especially amongst us non-city boys
And I have to confess that I am still loving doing this in my spare time in my spare room 
“The black tie thing should not put anyone off!”
It’s putting me in a dress for the first time since I was baptised… I blame Matt Wood for that
Nothing wrong with being a bedroom affiliate. You don’t need to have employees to be successful. Success comes from job satisfaction and the sense of achievement and fulfillment and you already have that. Becoming a manager will only make you a success in other’s people’s eyes, but they are not the ones paying the bills.
Bedroom affiliate does not however mean isolated affiliate. People should come to the awards to celebrate the industry and our efforts, regardless of whether they’re big, small, have staff to put the kettle on or they make their own tea.
Interesting post, I can see how sticking as a bedroom affiliate is a good as means low overheads etc. but also see the advantage gained from going more “professional”
I think personally i’ll stay as a bedroom affiliate for a long time, as it suits my lifestyle and current situation (at uni)
Great post John. I agree totally about not going corporate. I have had experience of managing a team of SEO’s and I immediately lost a huge swathe of my worktime productivity after my promotion (which I then had to make up outside office hours!). It was also very stressful managing and training people. Suddenly my job was awful
That experience in a past life made me determined to stay a “bedroom” affiliate, and have the freedom and flexibility to do as I please. Which I’m sure you’ve all noticed - I do, lol.
Mind you, I do think the awards are a great thing for the industry and am gutted not to be able to attend. Not least because Hero will be looking dazzling in a dress!!
I think you can be “professional” and equally capable of working in AM whether you’re sat at home in your dressing gown or suited and booted in an air-con office… as long as when you deal with business partners you’re articulate and polite it shouldn’t matter.
With the amount of ££’s sloshing around in AM, corporateness was inevitable, and I guess if it means more respectability for the channel then so be it (the fact that it has to go that way perhaps says more about “business” in general rather than AM but that’s another essay).
With the awards - the main thing for me was that they didn’t lose the “community” aspect mainly because that was the root of AM (imo) - and I think Matt etc reacted quickly to try and attain a balance between “community” and “corporate”.
I’d have liked to seen them remain part of Expo rather than a separate event.
Great post though John, and the “touch wood” line still makes me laugh
[...] up is John who spotted that I’m not attending the A4UAwards. He’s wrote a great post about his experiences of the highs and lows of running a [...]
We have tons of staff and I am sure anyone who has worked with us or been to our office will not say we are corporate.
Remember it is your business and you run it how you want.
Doug
I’ve always hated suits and black tie events used to be the last place I’d been seen but times have changed and it’s a good opportunity to get away from the teens for the evening, take my missus out to a glamorous event (we really enjoyed the AW event last year) stay in a nice hotel and do a bit of sightseeing the next day.
I wouldn’t be able to do any of that if I hadn’t spent far too long in my PJs at my desk putting in the work to keep my one man show on the road and I wouldn’t have it any other way.
I love working for myself and although I seriously considered expanding like John did I’m glad I didn’t. My business stands or falls by my own efforts and I really wouldn’t want the responsibility (and time it takes) to keep employees employed and productive.
So long live bedroom affiliates but bring on the black tie events too. I’ve got a couple of places on Kieron’s table and I’m sure we’ll enjoy watching the corporate event with the knowledge that without our (bedroom affiliates) combined efforts there probably wouldn’t be a UK affiliate industry to put on such an event in the first place.
Wow, don’t think I’ve ever had so many comments on the blog! Thanks for your comments and a4u backs guys - It’s much appreciated.
Mark - Thanks for the comment.
Chris - Please don’t think I’m trying to put people off going to the a4uawards - I can fully see that for a lot of people, the chance to glam up and quaff Champagne in London is very appealing, and I wouldn’t want to discourage anyone from going. It’s just not my thing, and that got me thinking about the Industry as a whole..
Yes, the Industry has changed and grown up, but the main point I was making with my post is that you don’t have to change too - I changed my business to a more corporate model because I saw that was how the Industry was heading, and in doing so, lost the very reason I love this industry - It’s because I don’t have to be corporate. I love being a Bedroom Affiliate, but that doesn’t mean I begrudge the Corporate Affiliates any of their success - The two can co-exist quite happily I think.
Congratulations on your Barbados win too mate!
Hero - You’re spot on. job satisfaction is much, much more important than “being seen” to be successful. Hope you enjoy the awards, and I look forward to the pictures!
Max - It’s whatever suits you best. If you’re happy being a bedroom affiliate, then stick with that. If you reckon you’d be happier going down the corporate route, then go for it - That’s where the really big bucks are to be found, but as I found, loving what you do is much more important than making mega-money.
Kirsty - It’s reassuring to know that it’s not just me who is completely happy being a “pretty good” Bedroom Affiliate - I don’t want to think I’m lacking ambition or anything, but I really like the small, easily managed setup that I’ve got right now.
Jason - Yup, totally agree - I’m happy to be a “Professional Affiliate”, and I think that hits the nail on the head - I think you can be professional without being corporate. By all means, kick out the “affiliates” using spam, spyware etc, and who are abusive/unprofessional to partners.
But I can be polite, professional and business-like in my communications with partners without using phrases like “engaging the digital landscape” every five minutes. Yes, some level of corporateness is inevitable, but as mentioned above, that doesn’t mean that *I* need to be corporate in order to work well within the Industry.
I agree that a good balance was indeed reached on the community voting aspect of the awards - Keeping them as part of Expo made a lot more sense to me too - even the day before/after would have been better as it’s only 1 extra night in the hotel rather than an entirely seperate trip.
Ray - Thanks for the Inspiration!
Doug - “It is your business and you run it how you want” very true indeed!
Joe - I hope you enjoy the awards - I’m sure you’ll have a great time, even though Chris Johnson was sorting the music out…
It’s interesting to see that you considering expanding too - It was a choice many of us had to make at around the same time - We’re all still here, but our paths are very different now. I probably “went corporate” around the same time that Jamie did, but I haven’t got £18m in my pocket!
“without our (bedroom affiliates) combined efforts there probably wouldn’t be a UK affiliate industry to put on such an event in the first place.” Never a truer word spoken, and let it never be forgotten.
Good night all - I’m off to the “proper” bedroom now!
I can sooooooooo relate, I personally believe I will always be a bedroom affiliate, well, more like spare room affiliate, lol…
It just really suits me to brainstorm in my shorts….I strongly believe that the two can co-exist without any issues at all…and your blog posts displays that perfectly, thanks for dropping your views in this post…cool read from someone who I can relate to..
Thankyou
Good post, I agree with ‘Mr ducky’ above though, as I sort of followed the transition from bedroom to board room and Matthew did try and balance things out, people and busineses do tend to “grow up” and change - then there are those of us that still see the world as a ‘constant now’ - I’m one of those - maybe as I’m too shy to go to the awards as i haven’t earned it finanically
- I’ve earnt it in supporting other in the industry - and in spirit though - and I salute you in your boudoir!
I actually prefer having got off my kitchen table and into an office, I can bounce ideas off other people and I just find I’m more productive that way. When I was working out of the bedroom I’d find myself working through to the small hours but actually not achieving all that much at home. Also, with my better half working in the same company it helps keep work and home separate, and I’m discovering I actually work better in the mornings after a quick stroll to the office.
I guess it’s just whatever you is best for your productivity, and I’m finding that the 9-5 and an office are actually OK for me. You won’t get me on a tube train every day for all the tea in china though, and ties as day-wear are pretty much a thing of the past too.
As for black tie, well I was one of the few affiliates that turned up to the Roof Gardens in a suit so I guess I’ll be right in my element!
Good for you Stephen, for liking your suit and the 9-5, I know many people in employment like yourself that wouldn’t give up the rat race to sit around all day on their kitchen tables either… I personally disagree that ‘work’ is solely about productivity though - it’s about successful relationships, many social networking people I chat with have made it part of their personal life too, as life is about challenges and obstacles to be faced all of the time.
For example a “happy” salesperson that goes home and beats the partner after work or engages in football violence on days off work - isn’t really very successful in life, no matter how many sales they manage to shift for a company in my opinion.
Jamie - Yup, too right.. Bedroom Affiliates and Corporate Affiliates can live together in perfect harmony.. In fact you probably need the two opposites to prevent the Industry becoming too unprofessional or overly corporate.
Zara - No one should feel afraid to go to any event whatsoever because of how much money they’ve made from AM.. Whilst each event will no doubt have it’s fair share of braggers who love nothing better than to tell anyone who’ll listen just how much they earn, you’ll find that most people are really down to earth and happy to share a few tips and hints with you to help you on your way towards your own personal targets - You should be able to go to each event and find it pays for itself very quickly with the knowledge and contacts gained. You can’t beat an affiliate event for building those crucial relationships.
Stephen - It’s great that the 9-5 works for you. It would (and did!) drive me mad, but if it works for you, then you can’t argue with it… especially working with your other half.. Er Indoors is a teacher, so I have to put up with her distracting me whilst she’s home for the school holidays - Come the middle of August I’ll be praying for an office to go to!
[...] and inspirations - and ultimately that’s a good thing for an industry intent on leaving the bedroom affiliates in the wake of the suited and [...]