why, when & how - booyah advertising€¦ · search engines –google, bing and yahoo the...
TRANSCRIPT
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WHY, WHEN & HOWFOR SUCCESS ON THE ROCKETSHIP
Andy Thompson & Sam Hagerwith cameos by Jeff Bezos
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I have won this lottery. It's a gigantic lottery, and it's called Amazon.com. And I'm using my lottery winnings to push us a little further into space.
– Jeff Bezos
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WHY:Amazon Landscape8:00 – 8:15am
WHEN: Scenario Analysis8:15 – 8:25am
HOW: Platform Basics8:25-9:00am
BONUS: Advanced Tactics + Q&A9:00 – 9:30am
AGENDA
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WHY SHOULD I GET ON?
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WHO IS CURRENTLY ON AMAZON?
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The Amazon Explosion
Over 200 300 million active users, 100 million of which are paid Prime subscribers. Over 400 500 million products. Over $100 $200 billion in annual revenues. Over 250,000500,000 employees. Over $500 $750 $900 $1000 billion (that’s a trillion) market capitalization.
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The Amazon Explosion
Over 200 300 million active users, 100 million of which are paid Prime subscribers. Over 400 500 million products. Over $100 $200 billion in annual revenues. Over 250,000500,000 employees. Over $500 $750 $900 $1000 billion (that’s a trillion) market capitalization.Amazon does everything from fix
your toilet to host your AI application....seriously.
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“Start with the customer and work backwards.” – Jeff Bezos
Basic Premise: More sellers will lower costs and prices through competition while bolstering selection for customers. Lower prices and more selection will bring in more customers and the cycle repeats itself.
Bezos’s Napkin
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Clash of Titans
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10
59%of consumers start their
product searches on
Amazon…compared to 28% who use
search engines – Google,
Bing and Yahoo
The Default Product Search
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11
300MMWW active customer
accounts1
188MMUS monthly total visitors1
9 in10consumers will check
Amazon even if they find a
product they want on
another retailers site3
92%of shoppers who start their
purchase journey on
Amazon typically make
their final purchase on
Amazon4
Customer Preference
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49% of US
Ecommerce spending
22xHigher Conversion than other online
stores
5%of All US Retail
spending
26%of shoppers
check Amazon while in Stores
Killer Stats
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GOT A PROBLEM WITH THAT?
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WHEN SHOULD I GET ON?
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What we need to do is always lean into the future; when the world changes around you and when it changes
against you - what used to be a tail wind is now a head wind - you have to lean into that and figure out what to
do because complaining isn't a strategy. - Jeff Bezos
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Boarding Pass #1
Startups and Small Businesses
ChallengeShort on staff and cash
OpportunityCustomers and Revenue!
QuestionHow do I support the channel?
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Boarding Pass #2
Distributors and Resellers
ChallengeExclusivity and Control
OpportunityEasy sales, minimum effort
QuestionWhich products do I list?
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Boarding Pass #3
EstablishedBrands
ChallengeBrand Integrity
OpportunityExpansion and Control
QuestionHow does the channel fit in my strategy?
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Boarding Pass #4
VC’s andAccelerators
ChallengeLimited R&D + Marketing Funds
OpportunityDirect Customer Feedback and Intel
QuestionHow do I leverage the channel?
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HOW DO I FLY THIS THING?
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Percentage margins don't matter. What matters always is dollar margins: the actual dollar amount.
Companies are valued not on their percentage margins, but on how many dollars they actually
make, and a multiple of that.– Jeff Bezos
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Each platform has its pros/cons. Consider the following when deciding which platform is right for you!
• Margin & Fees
• Pricing Control
• Fulfillment Capabilities
• Inventory Management
• Cash Flow
• Data Availability
• Customer Service
• Internal Operations
Which Platform to Step On?
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Seller Central: 3rd Party Seller
Sell direct to the customer
Which Platform to Step On?
Vendor Central:1st Party Retailer
Sell direct to Amazon
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Referral Fee: $4.50FBA Fee: $3.19Promotion: $3.00Ad Support: $7.00
Seller CentralMSRP: $30.00
Net Margin: $12.31 Net Margin: 41.0%
Coop Fee: $2.88
Damage + Freight: $0.90
Promotion: $3.00
Ad Support: $7.00
Early Payment: $0.18
Vendor CentralWholesale: $18.00
Net Margin: $4.04Net Margin: 22.4%
3X
Which Platform to Step On?
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Sales are driven through the Buy Box
Buy Box Winning Factors:• In-stock inventory• Prime eligible• Price• Seller Rating• History on Amazon• Customer service quality• Performance metrics• Order defect rate
Winning the Buy Box is Key
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Does:• Proprietary text and image search with
violation tool• Increase authority of product listings
with your brand name• Provide predictive automation based
on your reports of suspected intellectual property rights violations
• Have a dedicated Brand Support Team
Doesn’t:• Give you authority to “kick off” resellers• Fix pricing or set a floor
Keeps the riff raff in check (most of the time) and allows for a better customer experience.
Brand Registry
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6
Product Title: 80-200 characters
Images: 7-9 high res images
Feature Bullets: 5 bullets (200-300 characters)
Product Description: 1,500 – 2,000 characters
Reviews and Ratings: 4+ Stars Reviews
EBC/ A+ Detail Pages: Tell Your Product/ Brand Story
1
2
3
4
5
At its core, Amazon is a search engine. Successful product marketing starts with an OPTIMIZED DETAIL PAGE!
Listing Fundamentals
Listing Features/Recommendations:
Increase in Conversion
Rates
45%
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Reviews encourage customer confidence in your product via social validation & drive SEO ranking.
• Vendor Central (Vine Program)
• Seller Central (Early Reviewer Program)o Brand Registeredo <5 Reviewso >$15
• 3rd party tools (Seller Central): Feedback Genius, FeedbackFive
• Grassroots effortso W.O.M., Mailers, Inserts, Email to CRM
Even ONE review drives immediate and measurable sales results
Building Reviews
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Below the fold, additional rich and detailed content that can result in higher conversion rates, increased traffic, and increased sales.
Content can include:
• Optimized copy
• Images (product and lifestyle)
• Brand highlights
• Product features, including visuals
• Comparison charts
• Video
Enhancing Your Content
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Design and create multipage stores to showcase your brand, products and value proposition.
• A complete multi-page experience
• Showcase full range of products across different categories
• Showcase new products
• Own a unique Amazon URL (ex. Amazon.com/ YOURBRAND) – great for driving external traffic to a “landing page” on Amazon
• Drive Headline Search Ads to brand advertising experience
Propping Up Your Storefront
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Drive repeat purchases with Subscribe & Save.
Gain access to highly engaged Amazon customers Site placements
Increase brand awareness Email campaigns
Additional brand marketing Improved forecasting and in-stock levels of your products
Amazon gives subscribers a discount on their SnS orders, plus free shipping. SnS is available on grocery, health and personal care, and office products.
Encourage Repeat Purchasers
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The benefits of promotions range from driving sales and increasing conversions to generating a halo
effect on specific products.
Help People Buy More
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Amazon done right
Client:Natural Supplements Company
Amazon: A Case Study
ImprovementIn ACOS
72% Increase in Avg.
ConversionRate
45%
Increase in Avg. Monthly Unit
Orders
446% Increase in Avg. Monthly Amazon
Sales
500%
RESULTS
Challenges: Resellers, price integrity, buy box capture, advertising struggles, poor listings, and stagnant sales
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LANDING THE SHIP
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Our motto at Blue Origin is 'Gradatim Ferociter’:
'Step by Step, Ferociously.– Jeff Bezos
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• These can be bullets too
• Use this slide template when you want to call
something out
• Don’t put it on the B background slides
• Ok, cool. Thanks.
CALLOUT PLUS 2:
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Amazon is now the 3rd largest digital ad seller in the U.S.
Advertising on Amazon
$4.61B $0.88B$20.0B$39.9B
Google Facebook Amazon Oath
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Multiple opportunities to leverage Amazon’s data and reach new customers for your brand
Sponsored Product Ads/ Headline Search
Amazon Marketing Services(AMS) – SPA, HSA, PDA
Amazon Advertising Platform(AAP)
Amazon Media Group(AMG)
Seller Central Vendor Central Vendor CentralSeller CentralOpen
Vendor CentralOpen
No minimums No minimums Self-managed: No minimumsVendor managed: $10k
Vendor managed: $35k
Advertising on Amazon
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Advertise from Anywhere
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Sponsored Product Sponsored Brand (Headline Search)
Product Display
Native Ad IntegrationIncrease Discoverability
Prominent PlacementDrive Awareness
Cross Sell/Up Sell/Conquest
Capture existing demand by converting hand raisers actively searching for your products.
Advertise from Anywhere
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Get the flywheel spinning, drivetraffic, and capture engaged customers with highly targeted ads.
Shift the Odds in Your Favor
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Agencies now have exclusive access to Amazon’s programmatic platform known as the Amazon Advertising Platform (AAP).
Programmatic in a Flight Near You
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✓ Vendor & Seller Central
✓ Reach Amazon’s audience segments on and off of Amazon owned and operated properties
✓ Fees are related to requirements of the Agency administering campaigns
✓ Vendor Central (typically)
✓ Direct display, video ads, custom ad units - across Amazon owned and operated properties (Amazon.com, IMDB, Digital Photography Review, and Fire)
✓ Management fee of $35K with spend minimums per ASIN
Self Serve vs. Piloted (for a fee)
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They simply want to own the customer and it's a valid argument.
• Data
• Communication
• Customer Service
• Pricing
Why Brands Don’t Send Traffic to Amazon
• Brand Messaging and Image
• Remarketing
• SALES ATTRIBUTION TRACKING
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But Here’s Why They Should…
The customers are already there, buying product whether brands like it or not.
• Customer Service
• Remarketing
• Conversion Rates 22x
• Seamless Buying Experience
• SALES ATTRIBUTION TRACKING
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• Link to product detail pages and other pages on Amazon
• Share on social media
• See clicks and sales attribution for off-platform media
• View earnings summary –paid monthly
Drive customers to detail pages and monetize traffic.
The Missing Link
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Correlation Coefficient of Paid Media Spend to Unit Sales
• AMS: -0.64• Search: 0.98• Display: 0.86• Social: -0.91
• ALL: 0.95
The Proof is in the Correlation
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Video Ads on Platform and in Search• Early Access by application and
approval only• Product Detail or Landing Page• Less than 90 Seconds + Audio• $35K Minimum
Amazon Attribution Tag• Beta recently ended• Sign up open for future entrance• Display, Search, and Video• Page Views, Purchase Rate, and Sales
Shiny New Objects
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THANK YOU“I think that, ah, I'm a very goofy sort of person in many ways.”
- Jeff Bezos
[email protected]@booyahadvertising.com