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 “Audience Psychology: Content Messaging Development and Emotional Connection”

Audience Psychology: Content Messaging Development and Emotional Connection

Messaging and audience insights are an essential step in building your communications strategy.

The ability to understand your target personas, whether these be customers, partners, industry authorities or other audiences, along with their goals and challenges – and how your business value proposition answers these – is critical. The more that you can keep this approach at the heart of your content, the more likely you will be to successfully resonate and engage with your targets and, ultimately, achieve your objectives while building authentic brand confidence.

However, as sustainability and environmental considerations continue to dominate the news agenda, there is an increasing pressure for businesses to demonstrate their values and ethics beyond pure product or service positioning, acknowledging and responding to the broader concerns of their target audiences.

Big brands taking notice of consumer values

This morning’s news includes an announcement from Unilever, stating that they are committing to reduce their use of new plastic by half. The BBC article states that the firm currently produces 700,000 tonnes of new plastic every year and they have cited this commitment as a direct response to the concerns of their customers in the Millennial and Gen Z age brackets, as well as securing the company’s market relevance ‘for years to come’. This story follows similar announcements from other large FMCG corporations, including Coca-Cola and Nestle, highlighting the importance of considering your company values in alignment with your audience interests.

Audience insights and persona development are pivotal elements of our strategic communications work with clients. We work to produce content, messaging and supporting outreach across a range of marketing, PR, social and digital touchpoints, to ensure that the results achieve client objectives and remain customer-centric.

So, as you review your communications activities, consider your audiences:

  • Who are they?
  • What are their priorities?
  • How does our business offer clear benefits which answer their challenges?
  • How do we best demonstrate this?

Corporate Social Responsibility

Then consider your CSR strategy and how this may add to your value proposition. What matters to your audience personally and how does your business meet this, to benefit society beyond pure sales? Does this differentiate you from your competitors and are you able to use this to influence your industry?

Demonstrating your positive connection and commitment to these additional values will ensure that you further engage your targets and increase their ongoing trust in your brand, which can only serve to further enhance the authenticity of your business proposition. If you’d like to discuss how brookscomm can help you to adopt this approach and align it with your communications strategy, please do contact us.

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 “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