At the start of 2009 I had planned not to attend A4UExpo 2009, but after some umming and ahhing decided to go and sure enough it was well worth the time. The key difference between 2009 and 2008, at least for myself and Jude, was that we were better organised. We set up meetings, we only went to selected seminars and we took things a lot easier.

The overall result was a much more enjoyable expo experience underpinned as always by enjoying a few chats and a few beers with the usual suspects and some new ones too, including Chris Brocklesby who’s a local Swansea affiliate.

The highlight had to be the ‘Conversion Squirrel’. Had it not been for this amusing little critter I’d have not found my way to stand five for a free eye tracking analysis of Loquax. Within a couple of minutes a couple of issues on the “new user journey” were spotted and these have already been addressed. If things turn out as expected then it’ll be a massive thanks to Conversion Rate Experts for their time.

The squirrel did give me an idea for next year – all stand holders should have a mascot and at the end of the Expo there should be a “last mascot standing” bundle. Bets could be taken too just to add spice.

It might be noisy and messy but no way as noisy as The Breakout Party, which was the lowlight of the whole 2009 event. After last year’s River Thames experience the party at The O2 had a lot to live up to… and it failed badly. Wrong location, wrong setting, wrong choice of loudness – but these things happen.

The seminars we attended were ok, although it might just have been me but the lighting at times was uncomfortable on the eyes. The Affiliate Apocalypse session was probably the best of the bunch and one that left me with many questions and annoyances.

The most agitating moment (as spotted by Geoffblog – and thanks for the comment – appreciated) was hearing that that many cashback shoppers now go direct to their cashback site to shop (no price comparison, no visiting other sites, no deletion of cookies etc).

The customer journey and commission attribution also cropped up in other talks. Whilst it’s good to know networks and agencies are looking at stats and considering the winners and losers of the “last click wins” rule – it’s important that when this data is used that far reaching conclusions aren’t drawn on a narrow focus.

Anyway more on that another day!

Other highlights of the Expo 2009 included getting a free caricature from Gone Digging at the Webgains stand, the lunch time food which was a big improvement on last year, free teddy bears from the lovely people at Jackpotjoy/Market Ace, freebies from Shopzilla and Naomi of Firebox fame, Darren Newmark for his endless comedy (next year’s host for A4UAwards 2010 maybe?), the sharing of cup cakes from Total Search Solutions and Affili.net (much needed sugar boost in The Fox) and the king of the meat eaters Mr Mark Russell for dinner at Rodizio Rico (as recommended by Tom Quinn Medicine Woman).

Overall a good couple of days of work and fun. Being organised most certainly had it’s benefits and a big thanks to everyone we had meetings with in our new “London office” outside Expo – aka the coffee shop!

A4UExpo 2009 is definitely worth shouting about… just turn the music down in 2010 please.

Either that or include pipes, slippers and ear plugs in next year’s delegate bags! ;o)

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