Affiliate Summit West is just around the corner, folks.
And in anticipation of the three-day, Vegas-bound event, we sat down with Hope Horner, a powerhouse entrepreneur (and an ASW speaker!), to get an inside look at what’s to come at this can’t-miss conference, and her track about maximizing conversions through video.
For background, Horner is a three-time entrepreneur, featured in Inc.’s Top 25 Entrepreneurs to watch in 2017, Entrepreneur’s 11 Marketing Experts that Could Change Your Business, and Pepperdine’s 40 Under 40, while also a regular contributor at Entrepreneur, Forbes, and Inc., as well as a guest author of the Outbrain blog, where she shares scalable startup insights.
Currently spearheading her third startup, Lemonlight, an LA-based business that produces and distributes branded video content, Horner’s already led the company to Inc. 500 and Entrepreneur 360 honors three years in a row.
That said, here’s Hope!
Q: You’re a powerhouse entrepreneur, that is known. But can you share a fun fact about yourself we may not know?
“Growing up, my mom’s favorite movie was The Princess Bride. She nicknamed me Buttercup when I was young, and still calls me that to this day.
When we were honored in Inc. 5000 this year, I copied her on the company email to express our excitement and gratitude. She then replied all telling me how proud she was and, of course, calling me Buttercup at least three different times.
To this day, the team still calls me Buttercup in jest.”
Q: What are some hot topics you expect to see covered at ASW this year?
“I’m very excited for ASW this year! I always enjoy learning about new tools, software, and companies that make affiliate marketing even more scalable and effective.”
Q: There’s an impressive line-up of speakers this year. Any particular speaker you’re most excited to see?
“As a long-time Rent the Runway customer and female founder, I’m really looking forward to hearing Jenny Fleiss speak about her journey as an entrepreneur. Scaling a brand can be challenging, and I’m intrigued to hear her insight on how she overcame some of those obstacles, and how she stays motivated.”
Q: Speaking of impressive speakers, we understand you’ll be speaking at ASW this year. Can you share a small hint about your keynote?
“I’m excited to help marketers understand just how powerful and accessible video marketing can be for a brand. I’ve always been passionate about the power of video as it combines the precision and scale of digital marketing with the influence of authentic storytelling. Since most purchases are driven by emotional intent, video is the most efficient way to establish and drive that emotion with potential customers.”
Q: As you know, Outbrain allows marketers to execute content-based marketing strategies (including video!). Why should native advertising be top of mind for affiliate advertisers and publishers?
“As online advertising continues to grow, users become more immune to blatant, in-your-face advertising practices that once worked ten years ago. Consumers are looking for more value from brands that are trying to earn their business.
A simple discount and flashy ad will no longer do the trick. That said, Outbrain offers content-based marketing strategies, which allow brands to connect with users in a more authentic way that builds rapport and creates lasting value.”
Q: What is your top tip for how to stay ahead of video and affiliate trends in 2020?
“Come to ASW!
And, try and measure new things. As a marketer, it feels like new tools and tips come out every week. Make sure to constantly consume that content and create a deliberate way to test and measure the results and new trends as they become available. Create short, simple tests so that you can constantly see what resonates with your brand and your audience.”
Q: ASW and Vegas go together like video and content… though “what happens in Vegas, stays in Vegas.” Anything you’re looking forward to doing in Vegas, outside of the conference?
“I love the shows in Vegas — there are so many to choose from and all offer an immersive and spectacular performance that’s sure to impress even the most cyclical theater-goer.”
Well said, Hope! Can’t wait to hear more at Affiliate Summit West.
Be sure to catch her ASW track on Monday, January 27th at 4:30 pm — How to Lift Conversions by Over 130% Using Video.
And hey, if you’re heading to Vegas for ASW, we’d love to meet you there to chat all-things native ads! Be sure to book a meeting with us in the link below.