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

1 comment on “Blink and you won’t miss it!”

Blink and you won’t miss it!

Blink branded items next to Xmas tree

On a chilly November morning, a selection of top IT and Tech journalists braved the elements to join us at the UK launch event for the Blink Home Security & Monitoring system.

Held in the private dining room at the prestigious Ivy restaurant in London, brookscomm’s Media Director, Chaz Brooks welcomed the guests and introduced Blink’s executives. Supported with Blink branded promotional merchandise and press sample products, the scene was set for the Blink team to present an overview of how the company has rapidly grown to become a leading provider of Home Security & Monitoring Technology.

Effective and affordable piece of mind

Blink Home Security cameraThey detailed why many homeowners are put off from buying security systems due to the perception that they are expensive, require specialist installation involving drilling and unsightly cables.  Blink is helping consumers to overcome these challenges with a competitively priced, wireless system.

There was a live product demonstration, showing the journalists and guests how versatile and user-friendly the system is. The Blink executives went on to detail its key features:

  • HD video capture with built-in motion detector; when motion detector is triggered, the cameras will send an alert to your smart phone and record a short clip of the event to the cloud
  • Totally wire-free; powered by 2 AA Lithium batteries (included) and data is sent over Wi-Fi
  • Simple self-install in minutes; easy control with the included iOS & Android apps
  • Check back in on any Blink camera in real-time with “Live View” streaming mode
  • No monthly fees or service contract!

Blink team demonstrate the system
A Q&A session followed the presentation with a very pleasant lunch, as befitting the Ivy, rounding off the day’s activities.

The Blink systems are now available to buy at the Amazon UK store, to find out more about Blink, read the UK launch press release or visit: www.blinkforhome.co.uk

 

0 comments on “How to generate leads when you are short of time”

How to generate leads when you are short of time

Generating leads when short on time

Business leaders and sales and marketing professionals are often incredibly busy, short of time and are looking for quick ways to generate leads.

For many of our customers this is their primary business objective and knowing where to apply your time and resource when you are in this situation is difficult, especially if you have to prove a rapid return on investment.

How PR delivers leads 

Lead generation is made quicker and easier when a good reputation goes before you. Effective PR communicates a positive impression of you and builds customer confidence in your business and your products and services.

Quality PR enables you to reach potential customers by non-invasive means, who will convert much faster if they are reassured of your reputation.

Here are three quick and effective PR tactics that you can quickly implement to generate leads:

  • Draw up a simple connection map. Put yourself in the middle and then map out around you, your top 4 best potential known future customers and your top 4 best potential vocal supporters. Make a point of contacting each one individually and personally, explaining clearly why they should buy your product or service or why they should recommend you.
  • Establish your business on social media. According to a recent report detailed by Forbes social media is now the number one driver of website referral traffic. Social media generates 40% of overall traffic to B2B websites. Set up your profiles, then tweet and post content which informs and educates people. Demonstrate your industry domain expertise and how your company solves customer challenges.
  • Draw up a media distribution list. Identify the websites, publications and newspapers that your target market are likely to read and interact with. Then, find out the authors, bloggers and journalists responsible for writing content. Follow them through your social media platforms and try to engage with them to draw their attention to your business’s unique selling proposition. Establishing relationships with these people will increase the likelihood that they will produce and publish content about your business, generating awareness and leads.

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 now on 01483 537 890 to discuss how we could quickly help you generate more leads

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

 

0 comments on “HOW TO GUIDE: Customer testimonials”

HOW TO GUIDE: Customer testimonials

Customer testimonials are a fantastic endorsement of the great service that you offer and the value that you bring. With platforms like LinkedIn, it’s easy to endorse and recommend each other, and third party praise greatly enhances your personal and your business reputation. When you’ve worked hard to provide an exceptional service, it’s extremely rewarding to get good comments back!

Quotes from an external source give you credibility. However to maximise opportunities for testimonials from willing clients and to use them to best effect, we suggest that you make sure they are: 

Specific

Although it is good to have some general endorsements for your company, it’s the specific quotes that will add the most value. These will help in your prospects’ decision making, and provide a key insight into how you operate as a business and what you ultimately deliver. If a client is writing a testimonial for you, give them direction where you can by suggesting particular services and topics to mention. We find that clients are generally very happy for us to write them on their behalf as this saves them time, but that they like to tweak to add some of their personality.  🙂

Convincing

Make sure each testimonial is realistic. It needs to be believable to be powerful.  This testimonial could be one of the first impressions that a prospect will have of you so it needs to be engaging enough to impress but not over the top in its praise – it’s a balancing act.  Value for money, cost/time savings, economic benefits and superior quality or performance make for compelling reading, as does a positive statement regarding your business relationship/trustworthiness.

Used correctly

Take your time when deciding where best to place your testimonials – websites are usually the best place to start, but you may need to think carefully about when and how often to put them into  emails or written documents.  Again, it’s a fine balance – you don’t want to use them so much that your prospects find it insincere, but you do want them to be aware of others’ recommendations.

Diverse


It’s wise to have a range of testimonials to best represent your services. Try to cover as many services as possible to show that you’re not a one-trick pony, but expert in a range of fields. This will make you more appealing to a wider variety of prospects.

Approved


Make sure your client is happy for you to use their quote as a testimonial. This is not only courteous, but also crucial for maintaining a good relationship with your client in the years to come.

For more advice on how to maximise your content, please leave a comment below or tweet us @UKmarketingUK.