Revealing the Secrets of Big Brands PDF Free Download
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Revealing the Secrets of Big Brands
Founder & CEO | Channel Bakers
Joshua Kreitzer
Matthew Snyder Vice President of Online Retail | Vari
Use The Secrets Of Big
Brands To Crawl, Walk, Run
your way to Growth
2
Joshua Kreitzer
Founder & CEO
Channel Bakers
Matt Snyder
Vice President
of Online Retail
Vari
3
Agenda
1Creative
2Operations
3Advertising
4Tech Enablement
It doesn’t happen overnight
4
Crawl Walk Run
5
Creative
Frow Crawl to Run
Crawl
Creative
Goal: Brand Consistency
Not App Optimized Image Gallery
X
✓Amazon App Optimized Image Gallery
Build Your BRAND
➤Consistent messaging (All Channels)
➤Consistent images (All Channels)
➤Protect content and trademarks
➤Storyboard your image gallery
45%
Avg Amazon sales lift
when adding images
57%
Peer benchmark:
of brands are just
doing the basics
with content
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Walk
Creative
Goal: User Experience
58%
Creative Content
➤Video Sells
➤A+ Premium
➤Brand Stores
➤Brand Stories
Avg Amazon sales lift
when adding video
(1/3/2023 –1/30/23) 8
Before
A+ Premium
Creative
After
9
A+ Premium
Creative
(1/3/2023 –1/30/23)
A+ Premium
Creative
Basic A+ A+ Premium
Modules
5 7
Images
Smaller, static Larger, Full Width
Features
Fewer Interactive
Video
No Yes
Compare
Basic More options
Conversion
Increase 3 to 10%* Increase 15%+*
$1,500 30%
Investment Sales Lift
*per Amazon
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Brand Store
Creative
16% of sales were generated on our
Brand Store Promotions 16%
Best Practices
➤Drive traffic to your brand store –NO
COMPETION
➤Curated experience vs. catalog
➤Differentiate, educate, accessorize
➤Launch new products
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Brand Store
Creative
Insights
➤Increased ad investment toward the Brand Store
during key promotional events
•"Savings" oriented CTA's have significant
increase in impressions and clickthrough rate
•"Featured Deals" page generated 36.2% of
all new-to-brand sales in Q3
Average Order Value YTD on the Brand
Store is +21% higher than our overall
AOV +21%
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Run
Creative
Goal: Conversion
Pro Tip
➤The primary factor for improving search conversion
is a products main image.
➤Leverage Product Opportunity Explorer to determine a
categories target conversion rate
➤Use customer reviews as insights for your creative approach
➤A/B testing to refine creatives
PickFu.com offers a quick and
cost-efficient way to A/B test.
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Create Competition-Free Curated Experiences
Branded Storytelling –Make Connections with Shoppers
Mobile App Optimization must be a priority
Big Brand Secrets
Takeaways
Creative
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Operations
Frow Crawl to Run
Automate Request a Review
Use Vine for NPI
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Crawl
Operations
Sessions = 10,000
Conversion = 5%
ASP = $50
Pro Tip
1% increase = $5,000
Goal: Sales
Calculate $ amount
for 1% conversion
increase
Only 25% of Amazon sellers with less
than 2 years on the platform are breaking
$100K in sales* *JungleScout
Getting Started is the Hardest Part
➤Brand Registry: Brand Accelerator Program
➤ASIN set up: Max-out all fields using flat file
➤Consider Vine: Best practice for product launches
25%
Pro Tip
Beat the Price Match:
Create derivative ASINs or bundles
if selling across multiple channels.
Use GS1 to create unique UPC by channel.
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Walk
Operations
Goal: Profitability Management
17 days
After You Get Started
➤Operational Metrics affect search rankings
➤Forecasting and Inventory Planning
➤Differentiated skus per Channel
➤Pricing and Promotions Strategy
•Instore and online price matching widely available
•Monitor competitor pricing
•Plan for tentpole events
to regain organic
rank if you stock out
Pro Tip: Use the SAS Core program
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Operations
Run
Variations
•Combine traffic &
reviews (Flat Files)
Anything in the Buy Box
•Custom Bundles
•Add an accessory
Goal: Profitable Growth
Top Line Growth AND Profitability
➤Know your SKU/ASIN Level P/L
➤Set your goals
➤Understand YOUR levers
2 million
Amazon 3P sellers globally
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Run
Operations
Goal: Expand Awareness
eMarketer, June 2022
20% 18% 15%
9% 7% 7% 6% 6% 5% 4%
Online Retail Growth % by Country
11% 8%
1%
-6% -6% -9%
2022 Retailer Ecommerce Growth %
eMarketer, June 2022
Pro Tip
Use online sales to secure in-store shelf space
72% of CFOs say the key to sustained
growth is international expansion 72%
Now Let’s Get Up and Running
➤Pick a Strategy and FOCUS
•Growing beyond Amazon
•Growing Globally
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Big Brand Secrets
Takeaways
The right data will help you make better business decisions
Think bigger than today
Operations
Always think about protecting your future business.
Advertising
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Frow Crawl to Run
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Crawl
Advertising
Goal: Sales
Upsell
Advanced
Competitor
Category
Branded
Branded
Category
Basic
vs.
Competitor
Cross
Merch
Audience
Modeling
+55% Amazon CPC increase 2021 +55%
Get Granular
➤TURN OFF AUTO CAMPAIGNS!
➤Take a granular campaign approach
Focus on the Sponsored Ads suite
➤Add video to SB and SD for a quick ROAS pop
Organic
➤Find our where/if you are winning organic search
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Advertising
Walk
Advertising
Goal: Focus
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
-50,000 0 50,000 100,000 150,000 200,000 250,000 300,000
➤ASINs in Quadrant B are ”Healthy”
➤Each quadrant has different levers
Be Purposeful
Know Your Numbers
➤How many ASINS make up 80% of:
•Sales
•Profitability
•Ad spend
•Ad attributed sales
D
B
Glance Views
Conversion %
A
C
ASIN Level Diagnostic
Increase glance
views to grow
revenue
Healthy
Improve content or reduce
traffic
Improve content
and increase
glance views
Pro Tip
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Advertising
Walk
Advertising
Goal: Growth
Use the full Toolkit. Not just the Amazon Toolkit.
ROAS is a Race to
the Bottom
RoAS
CPC
KPI INITIATIVE AD PRODUCT
Sponsorships
Event Marketing
Video: STV/OTT/In-stream DSP
Video: Social In-stream/ STV/SBV
Audio
Social Carousel
DSP & SB/SBV/SD
Google Adwords
SP Channel Ads
Brand Lift
Search Frequency Lift
Cross-Ad Engagement Impact
Brand Traffic
Sales and Conversion:
Perception
Intent
Channel Merchandising
Purchase
DPVs
Landing Page Visits
Branded Searches
New to Brand %
CPL
Lifetime Value of Customer
CPA
Unit Sales
Total Sales
ROAS
&
Recognition
Recall
to
&
Awareness
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Run
Advertising
ONLINE
MOBILE
IN-STORE
eMail
Search
Reviews eCommerce Customer
Care
Display Ads Social Media Video
Price
Scan Mobile
eCommerce Social
Sharing
Print
Ads
In Store
Browsing In Store
Demo In Store
Purchase
Return &
Exchanges Loyalty
Program
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2
3
4
5
Goal: Channel Efficiencies
Complex shopper Journey
Display
SPVideo
Social STV
Your
Shoppers
Be where your shoppers are
•Where can you intercept the shopper journey?
•What tools do you have?
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Run
Advertising
Beyond the ad type | Beyond the medium | Beyond the platform
Goal: Optimization Transformation
Target
Net-New
Customers
Relevant Customers
In-Aisle
Customers
Competitive
Brand
Customers
Past and
Present
Customers
Brand
Lift Search
Lift
Incremental SalesMarket
Share
Brand
Loyalty Engagement
Rate
KPI
Custom
Brand
Personas
Contextual
In-Aisle
Basket
Builders
Competitive
Remarketing
Look-
alikes Audience
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Uncover your shoppers’ journey
Have a dedicated Test & Learn budget
Send SB and DSP traffic to Brand Stores when you
have a lot of ASINs on deal
Big Brand Secrets
Takeaways
Advertising
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Tech Enablement
Frow Crawl to Run
There’s a lot of “tech” out there
SHOPPER
CONTENT
ASSORTMENT
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New Reporting Tools
Tech Enablement
This past year Amazon has added several reporting tools to help brands measure and improve their products
Brand Metrics
Category Details Product Opportunity
Explorer
Marketplace Product
Guidance B2B Central & B2B
Product Opportunities
Search Query
Performance
Customer Review
Insights
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Menu/Growth/Marketplace Guidance
Goal: Marketplace Product Guidance
Category Insights
➤Buyer preferences
➤Determine demand for international
markets
➤Conversion rates by price range
➤Sales performance by price, features
and color
Tech Enablement
Crawl
Pro Tip
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Tech Enablement
•Measure market demand and trends
•Discover top category keywords and their
conversion rate
•Gain insights on competitor performance
•View customer reviews weighted by
importance to buying decision
Ideal for new product research or optimizing existing products
Goal: Product Opportunity Explorer
Walk
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Tech Enablement
Goal: Optimization Transformation
Optimization Transformation
➤Clean Rooms
➤AMC is fast path
80%
80% of advertisers with substantial
media budgets will utilize data clean
rooms by 2023
*Gartner Research
Run
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Monitor your category growth on AND off Amazon
Know your competitors, their strengths
AND their weaknesses
Leverage new Amazon reports to identify insights that
drive higher conversion and efficiencies
Tech Enablement
Big Brand Secrets
Takeaways
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Top Takeaways
Be where your
shoppers are AND
where they will be.
Create your own
relationship with your
customers.
Supplement your
team.
People.
Agencies. Tech.
Are You Ready to Fly?
Get your step-by-step guide to activating the Secrets of the Big Brands
Download
37
Joshua Kreitzer
Founder & CEO
Channel Bakers
Matt Snyder
Vice President of Online Retail
Vari
ChannelBakers.com Vari.com
38
