0 comments on “How sellers can make a success of Amazon Prime Day”

How sellers can make a success of Amazon Prime Day

Amazon Prime Day 2019

The 15th and 16th July sees the return of Amazon Prime Day, which last year proved to be the biggest shopping event in history with more than 100 million items purchased worldwide.

With Amazon Prime membership continuing to see double-digit growth, Amazon expects to sell even more products this year.  

The event is a huge opportunity for any companies currently selling on Amazon. Traffic to Amazon increases exponentially over the two days, with Amazon Prime and regular Amazon customers all searching for great deals.

As a seller, how can you make the most out of Amazon Prime Day?

Here are our top tips:

Check your listing title includes a generic product description

Prime Day customers are experienced buyers and know that not all the products they want will be in Prime Day Deals. Buyers often fill up their shopping carts with a variety of deal and non-deal items throughout the event.

With this in mind, making sure your product is as visible as possible in searches needs to be your first priority (visibility within Prime Day deals comes later). Make sure you include a generic product description of what your product is within the title. Even if people haven’t heard of your brand, they will know what type of product they are looking for!

Use the bullet points to sell

The five bullet points are arguably the most important feature of an Amazon listing. Make the most of them by telling your customers the benefits they’ll get from the key attributes of the product.

And remember: simply listing product features is not enough. You need to sell the product. This is why Amazon places the customer buy-box next to the bullet points – more often than not, it’s the bullet points that close the deal.

Participate in Amazon Prime Day Lightning Deals

The concept of Amazon Prime Day is to offer Amazon Prime customers hundreds of exclusive discount deals on popular, quality products. To be able to do so, your product(s) need to have a certain number of positive reviews and a three-star rating or higher. You must also reduce the price of the item by at least 40%.

If you meet the criteria, you can then choose the quantity of stock you want to sell and submit the deal in advance of Prime Day to Amazon. Amazon then reviews the deal and decides when to schedule it during the sales event.

Increase keyword bid strategy throughout Prime Day promotion

If you already use Amazon’s display and brand keyword advertising tools in seller central, make sure you allocate extra budget for the two-day duration to ensure your products are promoted above organic search results.

You’ll reap the benefits of a low advertising cost of sale (ACOS) as customer intention will be to buy, not browse, during Prime Day.

Use vendor powered money-off coupons to attract Prime and non-Prime customers

Regular Amazon and Prime Day customers use the wish list to keep track of products they’ll be looking to buy at discount during Prime Day. As an alternative to Prime Day deals, sellers can make their products more attractive during the sale by buy adding a money off coupon onto the listing. A glance at the wish list will display the discount on offer to the customer.

Couponed listings stand out in search results making them a great way for non-Prime day customers to take advantage of discounted products. As a seller, you are in control of offering a % discount or a flat £5, £10, £20 etc off the list price, making this a very useful sales strategy.

Utilise Enhanced Brand Content to improve the buyer experience

Registering your brand with Amazon unlocks a range of Amazon Marketing Service tools. One of these is the ability to publish your own customised content in your listing.

If you’ve ever scrolled down an Amazon listing and seen polished, detailed, aspirational imagery of a product with detailed text, you’re looking at Enhanced Brand Content. Expanded marketing reinforces the sales messages outlined in the bullet points further up on your listing. You can build and publish your own content in Amazon seller central.

Use online channels to drive sales

Amazon’s massive marketing campaign for Prime Day has a ripple effect that stimulates online shopping in general. For the first time this year, eBay is running hugely discounted deals during Amazon Prime Day.

Other online retailers are joining in too, so make sure you don’t miss out by driving demand to Amazon and eBay during the promotions using your social media channels.

Alternatively, if you sell directly to consumers, prepare and promote your own website sales event during Amazon Prime Day.

Want to find out more? Get in touch!
If you have any questions about Amazon Prime Day or how to make Amazon an effective channel for your business, please check out our Amazon Marketing services or get in touch. We’ve helped several brands launch and establish themselves on Amazon in Europe. Call us on 01483 537 890 or email hello@brookscomm.com

0 comments on “How to get the most out of Amazon’s mega sales events”

How to get the most out of Amazon’s mega sales events

blog image barney.png

In 2015, Amazon told Black Friday to step aside and make way for their own brand new sales event. By offering exclusive discounts to Prime members only and holding the event during a traditionally quiet time of year for shoppers, Amazon were about to disrupt the retail industry once more.

Amazon Prime Day has been a staggering success so far. Each year the event has grown by over 60% in terms of sales and Amazon prime membership uptake.  Last month’s Prime Day was the biggest ever online shopping event. It took place in 17 different countries, where over 100 million products were bought by Amazon’s 100 million Prime customers.

The cost of success

Prime Day 2018 was a bittersweet affair for many sellers on Amazon.  Reports of a years’ worth of sales in a few hours were not uncommon, with some discounted product lines selling out in just a matter of minutes.

This left some to question what if they had more stock available and for those who don’t sell on Amazon what they are missing out on.

If you can’t beat them…

If you aren’t selling on Amazon it might be worth reconsidering your strategy to include it as a sales channel. The margins might be less than selling directly via your website or via another reseller, but the sheer volume of sales made possible by Amazon Prime Day, Black Friday and Cyber Monday make it hard to exclude.

We have worked with several clients over the last two years, helping them to achieve record sales on Amazon, especially during Amazon Prime Day, Black Friday and Cyber Monday, here are our tips to any business looking to sell on Amazon:

Test the water with Amazon FBA

If you are already trading on Amazon, compare selling as a trader with selling directly from Amazon. “Fulfilled by Amazon” (FBA) means Amazon hold the stock and handle the delivery themselves. FBA listings are favoured over non-FBA in search results and generate more sales as Prime customers can get the products via next-day delivery. FBA also provides you with easy access to other countries with Amazon shopping portals, such as France and Germany, helping support your business growth aspirations.

Use Lightning Deals and Deal of the Day to measure demand

If your product earns good reviews then you can qualify for time-limited exclusive Amazon promotions. Lightning Deals are flash sales of limited quantities of products, Deal of the Day, as its name suggests, is an all-day unlimited quantity sale. Both promotions are very useful to gauge how popular your products are, which is essential when trying to predict sales during Amazon’s three major annual sales events. They’re also very effective in selling off surplus stock at discount (typically 25% off RRP).

Use Enhanced Brand Content to maximise appeal

Registering your brand with Amazon and meeting certain seller criteria unlocks a range of marketing features for your brand and your product listings. Visual aids, video and other media can all be used to make your listing stand out from the competition, appearing slicker and more attractive to buyers.

Use Amazon Sponsored search to refine your listing

The main difference between Google and Amazon is that people on Amazon are searching in relation to making a purchasing decision. In the same way a Google ad works, you can sponsor certain keywords, phrases or even other products, so that your listing appears before your competitors.

In addition to boosting sales, sponsored search provides rich insight into buyer search behaviour, which you can use to further optimise your listing, helping boost the organic performance of your listing.

Sponsored search also includes the option to run Dynamic ads, where Amazon uses its own algorithms and keyword ideas to target shoppers it thinks would be likely customers.

Plan your integrated PR, Social and Digital Marketing around Amazon major sales events

Assuming your participation in these events, where you need to agree with Amazon’s discount (circa 30% off the RRP) and FBA stock availability, its vital to augment Amazon’s marketing with your own comms plan.

In the build up to Prime Day, Black Friday or Cyber Monday get in-touch with the online and traditional retail press and let them know about what products and discounts are available. You can embargo the news so that it’s only released just before the start of the sale. If you have a customer mailing list, let them know they could buy more of your products via this special sale. Perhaps they make an ideal gift?

Promote the sale on your social media platforms using yours and Amazon’s branding to show your association. If you advertise on the likes of Facebook, Twitter or Google, target likely buyers with messages during the promotion.

If you work with an integrated PR, social and digital marketing agency, ask them about taking responsibility for this.

Remember that Black Friday and Cyber Monday soon follow

With three consecutive years of 60% growth its very likely Amazon Prime Day 2019 will be bigger than 2018. Sales forecasting will be challenging, but if you use your sales data from the other Amazon promotions and understand what an average week or month’s sales looks like you’ll be in a better position to predict. Bear in mind that there is five months of regular sales activity to meet after Prime Day and that you could run an additional Deal of the Day to help clear stock. Finally, with Black Friday, Cyber Monday and the Xmas build-up coming just five months later, there will be more opportunities to sell large quantities.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and digital marketing strategy. We can help you boost your business. Email michael@brookscomm.com or call us on 01483 537 890. 

Follow us: Twitter @PRexpertsUK   Linkedin: brookscomm  Facebook: brookscomm Website: www.brookscomm.com

0 comments on “Audience targeting: Walking the ethical tightrope”

Audience targeting: Walking the ethical tightrope

AdobeStock_118343721-min (2)Recent news has been dominated by stories which highlight the questionable tactics of some companies, in covertly harvesting user data from social media channels which informs their approach, enables them to target their communications based on profiling and, ultimately, influences opinion.

All of this is especially pertinent as we approach the looming GDPR deadline – in a timeframe where ethics, privacy and data protection are all issues of paramount concern to business.

The brookscomm approach
In our role as trusted counsel to a diverse client-base, we develop and deliver clear messaging to support each client’s value statement and inform their customers’ decision-making. Furthermore, we conduct thorough research to ensure we are targeting end-users and new business prospects as effectively, appropriately and ethically as possible.  This approach enables us to deliver consistency, add maximum value to the audience, whilst attaining optimal reach.
Whether in our PR, marketing or social media execution, our steps toward the most positive outcome are clearly defined and structured:

  1. identify each clients’ target audience/s (WHO do we want to attract?)
  2. determine their reading and influencer touchpoints (WHERE can we reach them?)
  3. develop clear messaging and information which illustrates the value proposition (WHY should they engage?)
  4. provide clear direction, highlighting the call-to-action (HOW do we meet our end-goal? e.g. sales / subscribers / etc in a GDPR compliant process.)

The methods we use to achieve these steps follow a careful and considered ethical pathway, with the utmost care and consideration to ensure compliance, authenticity and integrity – building a sense of trust with our clients and their audiences throughout the journey.

A recent example of this being the counsel we’re currently providing to both US, UK and EU clients on how to ensure that their business communication systems and processes are compliant with the incoming GDPR legislation.

Businesses must always question their data collection methods to meet their governance and compliance responsibilities and respect customer privacy. Hopefully this week’s news will only serve to improve data collection and analysis approaches, protecting the privacy rights of the end-user and strengthening ethical practice within organisations.

Get in touch on 01483 537 890 to discuss how we could help improve your business communications.

0 comments on “Why integrating business communications matters”

Why integrating business communications matters

Customers don’t think of brands in terms of digital marketing, advertising, PR or social media, so neither should you.  Successfully integrating these communication disciplines makes sure your brand messaging is consistently more effective.

Integrated comms is not easy though. It’s especially hard for smaller organisations where there’s less resource or expertise. At first glance it may seem that it requires four times the effort or budget to get results, but that’s not the case. Here’s how you can make your business comms strategy more effective:

Align goals

Find out from the senior management what the business objectives are for the year. Then plan how your marketing strategy can help achieve these goals. For instance, if the business wants to grow by 20%, understand if this is likely to happen by up selling, acquisition, market diversification or launching a new product etc. Visualise what business communication activities are most likely to support this desired goal in the year ahead.

Aligning the marketing strategy with business objectives may sound obvious, but its surprising how often the previous year’s marketing strategy gets repeated. Aligning goals brings clarity and focus to the marketing strategy.

Profile the customer 

Build a profile of your ideal customer. Speak with your customer service and sales staff to find out what your customers goals and challenges are and how your product/service solves them. If you’re unsure what challenges your customers face, then create a survey and ask them. Include in the profile demographic information so that you know what media and whose opinions your customers value. Use the customer challenges as topics or themes for your business communications plan for the year ahead.

Build an integrated content map

Customers transition through three phases before buying: awareness, consideration and decision-making. Using the customer challenges you have identified, envisage what content you can produce for each phase. For the awareness phase try to come up with ideas for content that are eye-catching, short and informative. For instance, an infographic, tips articles, a short advert or quote. The goal here is to reach your customer and impressive on them that your product/service is a possible solution to their problem.

For the consideration and decision-making phases you are looking to convert leads. This is where you can use elements of the marketing mix (price,product, promotion, placement) to communicate what is special and unique about your product/service. This type of content is typically longer to consume, more detailed and authoritative than the first phase, its vital that you provide evidence of the benefits that other customers have found from your brand.  Content formats include case studies, white papers, and survey findings, with special offers, discounts to help turn prospects into customers.

Overlay the 2018 calendar to spot seasonal opportunities and finalise your plan to product content that can be repurposed in terms of length and style for PR, digital, social, and advertising formats. If it can’t be used across the four disciplines, seriously consider the value of the exercise.

Use Automation to improve efficiency

The best integrated marketing strategies utilise automation tools to make sure they are regularly communicating with their stakeholders, not just when they publish fresh content.

Automation isn’t expensive or overly complex. Platforms like mailchimp offer basic automation for free. Consider setting up a series of emails which regularly talk to customers who have opted into your comms over a three-month period. Plot the emails and the content they deliver to mirror the buying life cycle. Older content could be quickly repurposed and added to email workstreams. Integrating email automation with opt-in leads captured from e-advertising on Facebook or from Gleam competitions can be a highly effective and constant stream of new business.

Automation doesn’t just apply to digital marketing. Set up Google trend and publication alerts to be kept informed on developments in your market. Understanding what and when journalists publish in your sector help you fine tune your PR outputs so that your business communications remain aligned and integrated.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890. 

Twitter @PRexpertsUK  Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com

0 comments on “Intern Life At brookscomm!”

Intern Life At brookscomm!

brookscomm Intern LifeNW.png

Ever wondered what life is like at brookscomm? Our latest PR and Digital Marketing intern Calum Ridgewell reveals all…

My time at brookscomm

As I’m a politics undergraduate, I am frequently asked “So, do you want to be an MP then?”. Whilst I absolutely love studying politics, a career in that field is not my calling!

However, it has influenced my preferred career path. Politics weaves its way into many disciplines, the world of Marketing and PR being one of them. After learning how imperative aspects such as branding, marketing and public relations are to political parties, I became intrigued in the workings, and found myself researching Marketing and PR career options.

Having established a keen interest in Marketing and PR, I decided the next step was to secure some real-life exposure, and the best way to do this was through a summer internship. My research led me to brookscomm, an integrated PR and digital marketing agency. After exploring what brookscomm has to offer and their work in action I quickly realised that this company was a leader in Surrey in the field of Marketing and PR, and this was where I wanted to kick-start my career.

After a great phone call with the Head of Operations Jo McKenzie, I was invited in to the brookscomm offices, to discuss my aims and what I could gain from the role. I was given a fantastic overview of the busy workings of brookscomm by Head of Marketing Michael Bull and Senior Marketing and PR Account Executive Nirvana Wright, and I walked away full of excitement to start my summer internship!

First Day at brookscomm

From the first day, I was made to feel incredibly welcome by all the team, and the friendly, productive atmosphere of the brookscomm office was a pleasure to work in. Even after the first few hours of being at brookscomm I felt like I had learned a lot, which was a great sign!

I thoroughly enjoyed all daily activities, finding each task rewarding and insightful. Nirvana taught me a great deal about social media management and creative content creation, and after being given some top tips I found myself creating engaging blogs, tweets and Facebook posts for clients! Additionally, Nirvana showed me the ropes on sourcing and pitching to journalists using a media database.

Putting into practise PR, Digital Marketing & Social Media

Senior PR Account Manager Alison Scarrott talked me through composing and sending effective press releases to journalists, which was very interesting and an area of PR I was keen on learning more about and Ali certainly taught me a lot!

Michael, a marketing expert, gave me a fantastic insight into digital marketing, learning about SEO, Facebook targeting ads and how to use e-mail marketing tools. Michael was more than happy to answer my (many) questions, and the exposure I gained has given me a solid grounding in digital marketing.

My other daily activities included searching for press coverage of clients, sourcing new business leads and opportunities through LinkedIn, as well as working around the areas of Marketing and PR Alison, Nirvana and Michael had taught me.

I enjoyed all the tasks I was set by the team and was made to feel I was genuinely contributing towards the business, which is very rewarding!

brookscomm Culture and Ethos

brookscomm is a fantastic place to gain valuable experience in Marketing and PR, and I am very grateful to the team for giving me the chance to broaden my skillset, learn valuable aspects of the Marketing and PR discipline and develop a stronger work ethic. The organisation of brookscomm was flawless, and the effort and care they dedicate to their clients was truly inspiring.

Following the internship, I feel I am ready for the Marketing and PR industry after graduation, brookscomm has given me a firm foundation and deeper understanding of the discipline. One day in the future when I am a successful Marketing and PR Director (can’t fault my ambition!), I will look back at my time at brookscomm as a key stepping stone.

We absolutely loved having Calum as our intern!

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing strategy. We can help you boost your business. Email hello@brookscomm.com or call us on 01483 537 890. 

Twitter @PRexpertsUK  Linkedin: brookscomm  Facebook:brookscomm Website: www.brookscomm.com