Buoyed by the success of social media, e-tailing and e-commerce start-ups in the recent times, especially in the wake of prolonged recessionary trends being witnessed in other industries - The Internet continues to grow and nurture talent and provide livelihood to millions around the globe. The internet is also seeing an influx of emerging men of substance who are genuinely making a noteworthy difference - Aaron Hales is one such young, vibrant entrepreneur and Dreaming of Gucci is proud to feature him as the "The Man of the Moment".
|Aaron Hales - The Man of the Moment|
Aaron Hales founded LATTICE in 2010.The decision to launch LATTICE has its case resting on logical approach and sound business strategy that fills a void in the affiliate market by providing a network tailored to the needs of luxury brands and publishers.
Aaron’s vision is to build LATTICE into a company renowned for supporting luxury brands and publishers. His aim is to nurture and promote talent on both sides in order to raise awareness for the luxury industry and create a global network of mutually beneficial partnerships.
Aaron has been working with luxury brands for over 8 years and has a soft spot for perfume and accessories. Aaron has varied experience of managing several digital roles specializing in online marketing before branching out into digital publishing, which eventually led to the creation of LATTICE.
He was born in London, England, speaks French and loves everything about the 1920s. He is a keen horse rider, an amateur musician and is quickly running out of space for his books.
Lattice Media has partnered with leading high profile and luxury brands like
As a publisher partner with Lattice Media, Dreaming of Gucci recently interacted with Aaron Hales to understand his vision and bring forth the emerging entrepreneur in the making who is already hailed as a guiding member, mentor and frontrunner in the performance marketing and luxury branding space -
Q. Tell us about your vision behind the making of The company - Lattice Media and is it going in the direction you intended from its inception? Is the growth of your brand meeting your expectations?
Aaron: I originally started an online magazine dedicated to luxury goods. Although my readership was small, I knew they purchased regularly and were extremely interested in the brands I was featuring. Of course, brands were not willing to advertise because the number were not attractive. To generate revenue, I looked to affiliate marketing however I couldn't find any brands suitable for a luxury publication. It was at that point that the idea behind LATTICE was born. The core mission of the company is to create reciprocal, long-term relationships between advertisers and publishers and I am very happy to see that the company is doing exactly that.
Q. Tell us more about the concept of performance marketing and how relevant it is in today's social-media centric world/ context?
Aaron: Performance marketing offers compensation based on performance. In the case of LATTICE, we offer our publishers a commission on every sale they generate for an advertiser. Performance marketing has developed a lot over the years and in today's social media centric world, it is more powerful than ever. For it work effectively, performance marketing needs niche audiences which social media offers. We follow and interact with those who share our interests, which from a marketer's point of view, is a very lucrative opportunity.
Q. How does Lattice Media plan to grow the network partnering publishers with luxury brands?
Aaron: We work exclusively with luxury brands which means that the quality of our network is of the utmost importance. Even though we understand the power of quantity, we still want to ensure that we maintain very good relationships with all of our publishers. Finding and nurturing profitable relationships takes time, which doesn't bother us. Our growth strategy takes into consideration several areas (social media, content etc.) however, so far, we have found that word of mouth has been priceless.
Q. What are the key issues, challenges and blocks Lattice Media is facing in terms of it's growth strategy?
Aaron: We are obviously limited by the number of relevant, quality publishers out there, which is why we focus on ensuring each one of our publishers is making full use of the program they are approved for.
Q. What are the primary drivers for luxury brands to partner with Lattice Media?
Aaron: We understand luxury brands. We only work with luxury brands, which means we can focus on building expertise and innovation in that industry. That is why brands love to work with us - we understand how they want the brand to develop. We also offer our advertisers complete control, which for a luxury brand, is extremely important. The internet is powerful which means brands can be built or torn down overnight. As a luxury brand, you don't trust just anybody with that responsibility.
Q.What are the primary drivers for publishers - big or small to partner with Lattice Media?
Aaron: There are three reasons publishers love to work with us. We don't pretend that our publishers promote as a pastime - there is serious money to be made. We offer publishers a great commission rate (starting at 8% per sale) which on high value items is extremely lucrative. Our publishers love the fact that we are dedicated to working with a certain type of brand. It's much easier to promote something of true quality and heritage. Thirdly, our publishers get a lot of attention and support. We offer personal advice to help our publishers get the most out of the program.
Dreaming of Gucci - Aaron, you have made a very interesting and valid point here. "It's much easier to promote something of true quality and heritage."
Q.Tell us more about the "Scout program" you intend to launch?
Aaron: With our new Scouts program, we intend to build a network of LATTICE representatives around the world. We have found that we achieve much better results when we communicate with a publisher in their native tongue and when we understand the social perception of certain products and approaches. Our Scouts will be 'on the ground', living in the community and speaking the language which offers us greater insight and much better results. Our Scouts will be our eyes and ears around the world, recruiting and supporting the best publishers.
Q.Does Lattice Media have any geographical limitation of operating and connecting with new clients - brands and publishers?
Aaron: We have been an international company from the very beginning. That is the wonderful thing about the Internet, a little workshop in the countryside can sell to millions across the globe. We are based in London which is a great place to meet and connect with many different people. The only real limitation comes when our advertisers don't ship to a particular country.
Q.What are the training tools offered by Lattice Media to help publishers sell via their online publications/ blogs?
Aaron: We recently launched our Learning Centre (http://www.lattice-media.com/
which includes a series of short videos designed to educate our
publishers on all aspects of our system. However, the main support comes
from our staff. We spend a great deal of time learning about our
advertisers, their strengths, weaknesses and goals which allows us to
best inform our publishers on n appropriate strategy.
Q. Who are be your closest competitors today and what is your USP for gaining market and foothold in the performance marketing space?
Aaron: The performance marketing industry is a very mature market. There are lots of very big and very small networks out there with great tools, lots of staff and lots of ambition. However, I have yet to find anybody who is as dedicated to the luxury industry as we are. We offer great commission, wonderful brands and the chance to be part of something exclusive. We care about our publishers and we are dedicated to ensuring their survival well into the future.
Dreaming of Gucci - Thank you Aaron for sharing information on Lattice Media, its Vision and Mission and being at the helm of a such a brilliant platform that connects luxury brands and publishers so seamlessly.