0 comments on “5 ways for Amazon sellers to cash in on Black Friday”

5 ways for Amazon sellers to cash in on Black Friday

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The 29th November sees the return of Black Friday. The sales from last year’s shopping bonanza topped £1.49bn online, making it the second biggest online selling event of all time – second only to July’s Amazon Prime Day which saw Amazon sell over 175 million items across 18 countries.

Black Friday 2019 is anticipated to be bigger than ever, and the sales are no longer refined to the weekend. UK deals are opening earlier, with sales starting on Amazon at 00:01 on Friday 22nd November this year – a week before Black Friday. What’s more, Amazon is hosting a ‘Black Friday Countdown Sale’ between 18th November and 22nd November.

Black Friday offers tremendous potential to companies currently selling on Amazon. But as a seller, how can you make sure you’re getting the most out of the Black Friday extravaganza?

Here are our five top tips for seller success.

1. Optimise your listing title for searches

Making sure your product is as visible as possible in searches needs to be your priority (visibility within Black Friday 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, this will ensure that they know what type of product you are offering.

2. Seal the deal with bullet points

The five bullet points are arguably the most important feature of an Amazon listing. Listing features is not enough to persuade buyers; you need to motivate the viewer to buy by setting an expectation of what benefits they will get out of using 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 describing the benefits of the features that convince buyers.

3. Participate in Black Friday Lightning Deals

The main concept around Amazon’s Black Friday is to offer hundreds of exclusive discount deals on popular, quality products. To be able to be a part of this, 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% to be considered.

You need to choose the quantity of stock you want to sell and submit the deal in advance of Black Friday to Amazon. Amazon then decides when to schedule it. Lightning Deals are tremendously popular due to their high visibility on the homepage, and huge volumes of stock can be sold in a very short time period.

4. Increase your keyword bid strategy throughout Black Friday promotion

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

You’ll reap the benefits of a low advertising cost of sale (ACOS) as your customers’ intention now will be to buy rather than browse.

5. Use vendor powered money-off coupons

Amazon customers use the ‘wish list’ function to keep track of products they’ll be looking to buy at discount during Black Friday. 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 also stand out in search results. As a seller, you are in control of offering a percentage discount or a monetary amount off the list price, making this a very useful sales strategy instead of Lightning Deals.

As Black Friday’s popularity continues to grow every year, missing out on the opportunity for increased sales around the shopping event could see your brand suffer. Following these tips puts you in good stead to maximise the opportunity Black Friday offers to sellers.

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Want to find out more? Get in touch!

If you have any questions about 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 “Identifying the right communications practices for your business”

Identifying the right communications practices for your business

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A communications strategy isn’t something that any business would doubt is important, but the reality of developing it is a lot easier said than done when there is a wealth of tools and practices at a company’s disposal, with their own benefits and risks attached.

This month’s issue of the Law Support Network’s Briefing Magazine features some invaluable insights from Peter Rogers, Director of Risk at Bevan Brittan, as part of the feature entitled ‘Brain Training’.

While focused on the legal sector, the piece gives a great analysis of the challenges faced by many businesses when choosing the most appropriate internal and external communications tools, due to the wealth of them on offer. Rogers also offers interesting anecdotes on the evolution of information transfer – from a telex machine that occasionally spurted into action to a more recent scenario where emojis were used to instruct a lawyer!

Overall, the piece encourages businesses to maintain a view of evolving trends, ensuring enough assessments and measures are implemented by your risk, communications, HR and IT teams to appropriately mitigate potential issues across your workforce ahead of time.

This evolution of communications channels is something we know all too well working within the PR and marketing industry. Gone are the days when our focus was placed squarely on traditional PR – we now maintain relationships with our friends in the press, while also building a reach with other, less-traditional influencers across a wide variety of outlets and channels.

This is proven to be a more realistic and time-efficient approach to communications and opens a huge opportunity for our clients, but also requires that we offer clear counsel to help manage the potential risks associated with spreading your message too broadly.

Much like Rogers’ own recommendations in the Briefing article, we work with clients to determine the most appropriate methods of sharing information, with key considerations including:

  • Which of your target audiences do you hope to reach with this information?
  • What communications channels do you plan to use and why? How do these fit with your targets?
  • Is this information time-sensitive?
  • Has the information been approved by all stakeholders, both internal and third-party?
  • How will you manage any follow-up, especially relating to enquiries or feedback? Have you considered the impact upon your internal team and put plans in place to manage this?

Rogers also makes recommendations for implementing best practice within your organisation, including carrying out a review of how staff currently disseminate information internally and their experiences with this. Here are some additional thoughts from us on implementing communications best practice:

  • Consider running internal workshops, to inform and promote communication policies and practice.
  • Implement guidelines to cover the use of tools which may increase informality or indiscretion, e.g. social media or messaging apps.
  • Ensure that your workforce understands potential communications risks and are well-versed on the importance of protecting both your business IP and corporate reputation with appropriate, responsible activity.
  • Raise awareness of any relevant legal implications – especially where something might be considered as innocent or informal by your employees.

If you would like to discuss this in more detail, or learn how brookscomm might help your business to implement similar communications practices, please do get in touch.  

0 comments on “Think BIG with your communications strategy”

Think BIG with your communications strategy

Since its inception, PR has involved managing and enhancing the reputation of an organisation to its target audience via influencers such as key stakeholders, partners, analysts and the media. The overall objective is to raise the organisation’s profile to support the sales and marketing cycle. Though the core principles haven’t changed, the methods of communicating with audiences and stakeholders have dramatically.

When the main way of communicating with the media a few decades ago may have been franking a press release, we’re now in an always-on environment where accessibility to audiences and influencers has transformed the day-to-day role of a PR professional. Despite these considerable developments, many organisations still devise traditional PR campaigns that don’t make the most of integrated communications, new technology and measurement techniques.

Here’s some recommendations from us at brookscomm to ensure that whatever industry you’re in, you’re thinking big with your communications strategy.

1. Be reactive

By developing articles or commentary in response to changes occurring within your market, or in response to national breaking news stories, you don’t have to be reliant on having your own news to secure press coverage. Sometimes these can take the form of thought provoking and quite controversial commentary, which will create a “buzz” within your area of specialism.

Talking about national issues at a regional, trade and national level will help to establish your reputation as an expert in your field. It also provides a level of reassurance to your existing client base, and future clients, as they will see you as an organisation with an opinion that is respected by the press.

2. Spread the word

Social media has a big part to play in an integrated communications strategy. Once your articles have been published, either in the media or on your website, further reach can be achieved via social media platforms. People may not be reading the publication or browsing your website on the day that your content was published, but we can safely assume now that people are regularly checking their own social media and absorbing new content in this format.

What’s more, sites such as Twitter and Facebook have brilliant SEO qualities. This means that if a prospect is googling you, there’s more chance that your name will appear higher in their results as social media sites are pointing to your name or website.

Our Senior PR Account Manager Alison has also been sharing advice with legal firms around making more of your press coverage. Check out our latest article in the Hampshire Law Society magazine, Hampshire Legal.

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3. Go bigger

It’s easy when you’ve been serving a specific set of customers to stick with the same communications approach and focus on them as your target audience. While it’s wise to prioritise this audience, messages you’re promoting to those customers could be replicated to another potential market without much extra work.

Whether that’s a different industry or a region, thinking outside of your existing strategy could reap huge dividends. High quality and informative written material is worth its weight in gold, so if you’ve written it, make the most of it!

4. Track your progress

Whenever you’re completing any communications activity, it’s crucial that you measure the success of your efforts. Not only can you learn the most impactful ways to reach your prospects, you can also discover what content resonates the best and what approach is most beneficial for your sales and marketing strategy.

By utilising online tools such as Google Analytics, you can track what content is bringing the most traffic to your website, and what pages on your website are of most interest to your prospects. Analytics are now also embedded in social media platforms so you can track how many people are viewing or engaging with your tweets, and how your LinkedIn likes have increased overtime.

Whatever your communications strategy, make sure you’re maximising every opportunity to raise your profile by developing creative and relevant content, considering new audiences, showcasing your hard work and measuring your success.

Want to find out more? Get in touch! 
If you have any questions about your communications strategy or how we can help you secure media coverage, please check out our strategic communications offering or get in touch. We’ve helped several organisations raise their profile with their target media resulting in increased sales. Call us on 01483 537 890 or email hello@brookscomm.com

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0 comments on “Tips to improve your marketing”

Tips to improve your marketing

Businesses invest a huge amount of capital on manufacturing, shipping, and research & development but often overlook marketing.

Marketing is at its most powerful when it is integrated. Consolidating your strategy with a cohesive, tailored message can produce stellar, demonstrable results.

To help you understand what’s needed for successful marketing, here’s some tips:

 Know your audience

Know who you’re trying to target, whether it’s a new audience or existing customers.

Develop your brand

Develop your branding and stick to it, adding consistency to your content and enabling people to develop brand recognition.

Have a defined strategy

Trying to get more engagement? Work out a way and try it. Trying to get more visits to your website? Start including more links with call to actions and after a month see whether it’s working.

Stick to your plan

If your plan is to post three times a week, make sure you stick to it. Not sticking to a plan will make your analytics a lot harder to analyse.

Give your audience what they want

Do you know from previous experience that your audience reacted well to a certain type of content? Duplicate it. Try and create this content as much as possible as this will be your trophy content.

Listen to the analytics

After a month of trialling your new strategy and plan, look at your analytics, see what worked best and keep creating it. Analytics is the best way to see what’s working, saving time and money.

Consistency

Once you know what’s working, stick to your plan and keep pushing out content. With time and consistency your following will build up and will pay dividends to your marketing analytics.

Get help if you need it

Not having any success? It could be time to consult with an agency which can help develop your strategy and run campaigns for you, leaving you to do what you do best, run your business.

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 “Why your image matters”

Why your image matters

When you see content from a new brand for the first time, you immediately form an opinion. Whether it be consciously or sub-consciously, it happens. This will then be swayed and moulded by every piece of content you see from then on, effecting buying behaviour, word of mouth, advertising and PR. If you feel strongly against a brand, you’ll probably voice your opinion, therefore, it’s key to always leave the best impression possible.

Throughout this blog we will be discussing the leading creative brands that stand out in their industry, who have created their own high-quality niche to be head and shoulders above the rest.

Apple

Apple is one of the best examples of what branding can do for a business. Every piece of content Apple creates is modern, stylish and more importantly, consistent. Think of an Apple advert; a stylish white background with a shining black iPhone jumping out of the background, but that’s not all. Apple take attention to detail to the next level. Immaculate packaging and high-quality materials make even the unboxing of a product feel like a treat.

All of these factors help to mould this classy, modern, sleek image of Apple, but they’ve backed it up by creating market leading products through being a step ahead of their competition in both product creation and marketing.

What we can take away from Apple is that the small things add up. Every bit of attention to detail results in a constantly impressive package, setting the bar for other tech competitors.

Dyson

Dyson could be described as the Apple of the home appliances industry. They’re a creative, innovative company that’s constantly coming up with new cordless and bladeless products. They take a product as simple as a fan and asks themselves how they can change things like no one has ever done before. They then produce a product that has no blades and is simply a metal oblong that shoots out cold air. It’s incredible, but the fact that they do this on a consistent and regular basis is what really matters. Therefore, Dyson have branded themselves as the most creative, high end manufacturer of house hold electronics. So much so that instead of saying hoover, a lot of people will refer to theirs as “My Dyson”. Just like Apple where able to accomplish with the “iPhone”, It wasn’t a phone, but an iPhone.

Bang and Olufsen

Bang and Olufsen (initialised as B&O) is the pinnacle of high end stereo equipment. They’re in their own class along with Bose, Sony & Sennheiser. B&O are also famously known for their punchy price tags which in turn can be associated to their sense of superior quality and design.

B&O follow Apple in terms of their branding, they use lots of whites & greys and have their products as the centre of attention, usually in some sort of luxurious setting. The consistency with which they’ve done so has led to the company being regarded as one of the most luxurious and sought-after options in a crowded market. How has their luxurious branding and marketing helped them? It helped cement their brand as a high-end/high cost market leader for home audio products, which meant that anyone in the market for such items would take them into consideration. The reputation and aesthetic of the brand acts as a selling point for the hefty price.

By now you’ve probably realised that we’ve used the term ‘consistent’ a fair few times. Well, that’s exactly what good branding is; consistent use of the same principles across your whole business.

Using the same styles, fonts, colours, and images all combine into one package. If your brand image keeps changing these factors, then a solid image will never be cemented in a consumer’s mind. A fortune will also be spent on design and advertising, meaning the more changes you make, the more confused consumers you’ll have.

Strong branding principles that challenged the traditional status quo and created a firm brand identity in their consumers mind. All three of these brands have also mastered the art of simplicity. Your branding can be more effective if its simple. The message is put across effectively and the images are clear and of a high-quality.

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