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

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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 “Say hello to brookscomm’s newest interns”

Say hello to brookscomm’s newest interns

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We are excited to welcome to brookscomm our latest interns, Harry Smith and Barney Packer. Harry and Barney are already adding value to our fast-paced, integrated communications agency. Harry joins us as a summer placement student halfway through his Business and Economics degree at Bournemouth University, and Barney is here as a recent Journalism and Public Relations graduate from University of Lincoln.

Benefits of a diverse work-force

It’s always great to have enthusiastic, energised and passionate interns who can hit the ground running, seamlessly integrating with our team and making a positive impact to the business, with fresh insights, different perspectives, and contemporary knowledge and skillsets. It’s important to retain and engage a diverse and vibrant workforce, especially as the PR and marketing landscape is continually evolving and converging..

The brookscomm ethos

Hiring based on attitude, culture, ethos and skillset is crucial to business success. Here at brookscomm, we believe that offering flexibility and a better work-life balance can make a huge impact on the business. Flexibility can mean different things to different people. Whether it is hours that are flexed to better suit the employee, as well as the business, or working from home options, or providing practical solutions to remove barriers to working so both parties benefit.

Investing in our people

Our interns can benefit from the brookscomm ethos of treating everyone equally, understanding individual development and flexibility needs, instilling a sense of collective responsibility so that each individual has the working hours and environment to excel. We always endeavour to make the working environment work for everyone, understanding individuals needs and ensuring the workplace is fully inclusive ensures our clients get the range of integrated expertise they need to add value to their businesses.

brookscomm sees the value in investing in all employees with mentoring, on the job training and exposure to a variety of experiences and courses to learn and gain insight.

Harry comments, “My time at brookscomm has been amazing so far. I never thought I’d have a job where I’d genuinely enjoy every task and look forward to work. So far, I’ve been involved with Amazon’s seller central, multiple social-media accounts and various other tasks. Every day is something new and it’s an experience I’d recommend to anyone keen to pursue a career in digital marketing and PR. Also, everyone is extremely friendly and welcoming.”

Barney adds, “Working with brookscomm has provided me with a valuable insight into the work and daily running of an integrated communications agency. The team have all been very welcoming and demonstrated how a strong team should operate and communicate. Already within my internship, I’ve been involved in bigger projects whilst feeling like my contribution to the business is valued and recognised. There are also frequent opportunities to learn new skills and develop existing ones in a healthy work environment. “

At brookscomm we have over 20 years of PR and marketing expertise and a proven track record of providing successful integrated communications campaigns. 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 “Beast from the East and agile PR”

Beast from the East and agile PR

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A structured communications strategy should be part of any business strategy and will help to achieve key business objectives.

Producing interesting content which resonates with target customers and other stakeholders should be part of this plan.  Published material gives huge credibility to a company and can establish key company spokespeople as experts in their field.

However, having a great plan is all very well, but to derive the best results, it is necessary to be flexible and take both a proactive and a reactive approach to what is produced and when. Responding to topical news events and having something useful and informative to say on the subject can be a great  way to get great results. You can keep ahead of the competition by producing quality content that journalists and bloggers will find useful and which enhances or elaborates on a breaking news story in the media.

Tackling the Beast from the East

Be pro-active with your reactive PR. Think ahead to what might happen and produce content ahead of the game. Take the Beast from The East for example!

We all know that the winter weather in the UK can be miserable. Back in February, snow was being forecast to hit the country in a big way. Along with one of our clients, a leading law firm, we produced a tips article on what people’s rights were if they were unable to reach work due to adverse weather. This served as an advice piece for employees and highlighted employer obligations to staff in the bad weather. This was issued to a targeted audience of business and consumer lifestyle publications and web sites just before the snow arrived. The timing of the article lead to huge interest and the results were amazing. Local press, national papers, specialist employment sites and even BBC radio all wanted to run the article.

Timely PR, boosted by social media, will increase the likelihood that you will reach and resonate with your target audience.

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 “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 “Icebar launch event of Blink XT”

Icebar launch event of Blink XT

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Founded by M.I.T graduates in 2009, Blink has grown from strength to strength since its kick-starter crowdfunding campaign, creating an innovative range of indoor and outdoor home security and monitoring systems. The firm is scheduled to ship it’s millionth product in January 2018.

Blink provides a watchful eye and 1-click connection to a user’s home through a smartphone app. It is stylish, wireless, easy to set up and uses HD video technology, with motion and temperature sensors. When Blink detects motion, it immediately sends a push notification alert and an HD quality video to the user’s smartphone. The system can be set/disarmed remotely, with live video accessible anytime, from anywhere.

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Blink XT UK Launch

The much-anticipated Blink XT outdoor cameras were launched as a direct response to consumer demand. Building on the success of last year’s UK indoor camera launch event held at the Ivy by brookscomm, Blink asked the agency to launch this new model.

The latest Blink XT outdoor camera can be operated at temperatures down to -25 degrees Celsius,  and therefore was suitably held at London’s super cool, below zero, Icebar.

Influential technology journalists, bloggers and industry influencers were in attendance. The Icebar cocktails were flowing alongside a presentation and demonstration. The Blink logo Ice Sculpture provided a centrepiece talking point.

 

Blink Paris Launch

A media event was also held in Paris to launch Blink into France. Arranged by brookscomm, the launch was held in the Prizoners escape game live venue, providing both a mysterious and fun atmosphere. The venue allowed influencers to network, socialise and enjoy Blink’s presentation. All whilst surrounded by typical Paris style caves of the escape game. It was dead cool.

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You can read the full UK press release here.

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