Affiliate marketing is growing. Shawn Collins sent some interesting stats last week: The inaugural Affiliate Summit in November 2003 sported only 200 people. I recall it vividly because I moderated the Speed Networking Session; we used a whistle in the old days, not a social networking platform. The following was in June, 2004, and 230 people attended. In June, 2005, there were 550 people. This past January, 2006 in Vegas, the Summit swelled to over 1,200 people.

Since Affiliate Summit East 2006, held in the middle of summer (traditionally a quieter time for events) and not in Vegas, the staff at Affiliate Summit estimated only 800 to 900 people. In a surprising turn, they were very excited to once again top 1,200. Notable since that was more than double last summer.

That’s impressive growth. Beth Kirsch points out, it has indeed become an “institution”.

At the November, 2003 event, held at Baruch College, we wore those peel off name tags. I didn’t because I hate name tags, but you know the drill: My name is ______ [get out your black magic marker].

We’ve come a long way baby. In Orlando, attendees all received big, almost-greeting-card-sized nametags that hung from branded lanyards and which state very clearly, whether you are an “Affiliate”, “Merchant” or “Agency” (with corresponding color-coding, of course).

Badge accessories were also very popular in Orlando. The more obvious “Speaker” and “Exhibitor” ribbons, were complimented with Blogging Pins from the ReveNews Crowd, and even one MSFT MVP pin. I’d like to see “Legend” Ribbons for Wayne Porter and Tim Storm added next year.

The conference reinforced the idea that the most important lesson for merchants is building a positive relationship with affiliates and communicating clearly with the channel. Every merchant has different issues, based on the size of your business, your margins, and the available internal resources. But in any case it’s important to move away from the Us vs. Them mentality. At Commerce360, it is our mission to help our clients understand this space and adopt this attitude.

During my “Introduction to Affiliate Marketing for Affiliates” panel, one message in particular seemed to resonate: affiliates should not be shy to reach out to merchants. Well-informed merchants will embrace the conversation.

On a final note, I appreciated and identified with Jim Bouton’s closing message in his keynote address: He reminded us of the two most important things in building a successful business:

• have fun
• be persistent

I naturally embrace both. From what I saw at Affiliate Summit East 2006, so do the majority of individuals committed to affiliate marketing. We are a fun crowd, a forward-thinking crowd and the most persistent people I know.

Shawn has posted other Affiliate Summit Wrap-Ups as well as all of the show presentations, which I highly recommend you check out. Lisa Picarille also did a fine job of summarizing this event; as did many fine bloggers on ReveNews.

Many colleagues got down to the business of writing their blog wrap-ups on the plane ride home. I decided to take a few days to reflect and let the experience steep in my mind like an aromatic tea. Sitting here in New Jersey at my kitchen table, looking out on the flowers on my balcony, wearing my “I heart Affiliate Marketing T-Shirt” (courtesy of Kristin Anderson Hall at Performics - all I can say is – I can’t wait for Vegas- after years of work our industry has finally come of age.

Thanks to the entire Commerce360 team, Shawn, Missy, the great partners we work with every day, and to all my wonderful colleagues and favorite people (you know who you are).

Stay tuned for Part II – Top 5 Questions Affiliate Summit Answered for Merchants!

Stephanie Agresta is VP, Affiliate Marketing at Commerce360 Inc.