Building Brand Equity

Transcription

1 Building Brand Equity within the Amazon Marketplace Kelly Fedio One Savvy Life Caleb Light Power Practical

2 Why Amazon? Goliath of US online commerce Reported net sales of nearly $178 billion in million active customers in the US Estimated 5 million third party marketplace sellers on Amazon, 2 million or more of which are on Amazon.com In 2017, Amazon generated billion U.S. dollars in third-party seller sales, up from billion U.S. dollars in the previous year. Until recently, many sought after marketing vehicles on Amazon were only available to vendors

3 Why Amazon? Top 10 public companies ranked by U.S. e-commerce sales 1 st Party - Sell to Amazon (wholesaler) 3 rd Party - Sell directly to consumer on Amazon (retailer) Drove more than 50% of sales in 2017 Our focus today

4 Brand Identity 1. Content is king 2. With Amazon s marketplace getting increasingly saturated, sellers need to differentiate their products in every way possible 3. Amazon wants brands to be built on their platform, and has been rapidly creating new and exciting ways to empower brands 4. Leverage all resources made available in Seller Central to stand out 5. Establish a long-term & agile strategy that moves with consumer demand on Amazon

5 Brand Identity Brands have more control as a marketplace seller Control price/margin Directly engage with customers Breaking out of the overcrowded marketplace and establishing your products as different, better and worthy of buying is crucial in order to capitalize on Amazon s customer traffic Hybrid approach: vendor and third party

6 Brand Identity Customer Obsessio ~ Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers. Amazon Leadership Principle Amazon is now giving third marketplace sellers all the tools we need to build brand equity and promote shopper loyalty

7 Foundation: Keywords & Stellar Content Desktop & Mobile Keywords Images Copy Video Obsess About This Main Image (white background) Lifestyle Infographics Bullet Points - Clear and concise Focus on benefits Overview Tutorials

8 Brand Registry Need Trademark to qualify Access to important tools (EBC, Amazon Storefront) Brand Identity - customer loyalty Brand Protection

9 Enhanced Brand Content EBC gives brand registered sellers a unique opportunity to differentiate their brand and products from their competitors utilizing rich media formats within their product description field Configure your content to tell your unique story Dynamic templates that can help establish brand equity and promote shopper loyalty USP (unique selling proposition) - Leverage EBC to answer the question: "Why should a customer buy from you instead of all the other sellers?

10 Examples: Enhanced Brand Content

11 Enhanced Brand Content Increase sales Improve ad performance Reduce customer returns and negative reviews Encourage repeat purchases

12 Enhanced Brand Content What s New in 2018: Videos self-service upload 6 new content modules, including: Comparison Charts and Image Light Text Overlay Can now also submit image keywords (aka Alt Text) to help get found in search Essential to succeed on the Amazon marketplace

13 Amazon Storefront Allows brands to design and create multipage catalogs to showcase their products and unique value proposition to shoppers Elevates the shopping experience by providing customized content to potential customers and introduces prospective customers to your brand Customers can add your products to their shopping carts directly from your Amazon Store Potential to boost organic ranking & increase sales

14 Example: Amazon Storefront

15 Amazon Store Insights Dashboard Amazon wants to encourage and reward sellers to drive external traffic It s now possible to track off-amazon traffic from external sources, including Facebook and Google Gives insight around the effectiveness of your store and how to optimize and improve its performance Key performance metrics including daily visitors, page views, and attributed sales. Big opportunity for brands to capture shopper demand that exists outside of Amazon, and measure how well driving traffic to Amazon performs

16 Paid Traffic Sponsored Products and Headline Search Ads For Amazon sellers who are serious about building a profitable business with sustainable growth Need a strategy for success - can't just set it and forget it New prominent placements for HSA s - eligible to appear on top of search, as well as left side and bottom of search pages on desktop and mobile,

17 Paid Traffic Headline Search Ad Sponsored Product Ad

18 Promotion Methods Coupons Promotions Giveaways Lightning Deals

19 Other Tools Spark Verified Profile Video Shorts Special Amazon Programs Amazon Exclusives Amazon Launchpad Amazon Paid Account Management Services

20 Questions?