SESSION 3:

Supplier Outreach & Product Selection

T H E M I L L I O N D O L L A R C A S E S T U D Y

E U R O P E

The exact launch strategies you need to launch a product

in Europe

Jungle Slumber Updates

◍ Photography sample has been sent to the UK based photographer

◍ We have a quote to air freight 300 units which are now ready to ship

◍ The rest of the inventory will be sent by ocean

◍ Keyword research and listing copy has been done

What steps are left for a successful launch?

The Three-Step Launch Process

Step 1 & 2: Covered in this session ◍ How to get immediate sales◍ Increasing initial sales velocity◍ Getting organic reviews (in line with

Amazon’s TOS)◍ Developing a brand strategy

Step 2: Next week ◍ Amazon PPC (pay-per-click)

Primary Goal: Good Page Rank◍ Improved organic traffic◍ Better conversion rate◍ More sales

The Launch Process: Page Rank

What Factors Are Important?

◍ Sales velocity◍ Sales history◍ Conversion rate◍ Reviews

What Can We Control?

◍ Promotions for increased velocity◍ Emails for increased reviews◍ PPC for increased visibility

Methods For Better Page Rank

Deals Site Amazon PPC

Build An Audience

Use Existing

Audience

Paid Traffic

Methods For Better Page Rank: Comparison

Use a deals site Amazon PPC Outside Paid

Traffic

Launch To Existing

Audience

Build An Email List

Effort 1/5 2/5 4/5 2/5 5/5

Difficulty 1/5 3/5 5/5 1/5 5/5

Cost $$ $$$ $$$$ $ $$$$$

The Bad NewsYou will need to spend money on a launch to get ahead. Consider this as a

marketing investment.

Using A Deals Site

Deals Site

Pros

● Set up in 5 minutesSales within minutes or hours

● No technical experience required

● Sales are guaranteed

Cons● Need to give away product at

a deep discount

Cost

$29/ mo plus discounted products (you control this) with added

inventory protection

Amazon PPC as a launch tactic

Amazon PPC

Pros

● Relatively easy to set up (compared to other PPC platforms)

● You will want to set up Amazon PPC eventually anyway

● GET REAL KEYWORD DATA

Cons● Can’t usually drive enough sales

alone for launch

Cost

Varies greatly, but you can control this. Expect to pay 10-40% for most

relevant keywords

Outside Paid Traffic

Paid Traffic Outside of Amazon

Pros

● If you can get it to work, it can continue to work post-launch

● Amazon boost for driving traffic?

Cons

● Most sellers can’t do this profitably

● Steep learning curve● No conversion tracking!

CostVaries greatly, but only advised if you are already a Facebook ads expert

Existing Audience

Your Own Existing Audience

Pros

● Inexpensive● Easy to do - send out emails in

one blast

Cons

● You need a very large audience to get results

● Most sellers don’t have this

CostFree once you have an audience… but

see next slide...

Build Your Own Audience

Building A Niche Specific Audience

Pros

● This becomes your own marketing list, yours to keep

● Use in the future for other launches

Cons

● Difficult to do and costly● Requires technical ability to set

up a website, email marketing etc.

Cost Costly in both time and money

RECAP

Use a deals site Amazon PPC Outside Paid

Traffic

Launch To Existing

Audience

Build An Email List

Effort 1/5 2/5 4/5 2/5 5/5

Difficulty 1/5 3/5 5/5 1/5 5/5

Cost $$ $$$ $$$$ $ $$$$$

Jungle Slumber: Kym will use a combination of using Jump Send (deals site) AND Amazon PPC

for the launch strategy

We Need Reviews

Initials sales are in the bag. How do we get reviews?

Getting Amazon Reviews in 2018

Not allowed:

Offering compensation, free or discounted products in exchange for a review

Allowed:

Running promotions

Sending emails to customers who have not opted out

Asking customers to leave honest reviews

Sales + Follow Up Emails = Reviews

Enhanced customer service:◍ Send follow up emails with every sale◍ Timely emails sent based on customer

actions◍ Totally automated (set it up once)◍ Totally within Amazon’s TOS

Sending follow up emails after a sale can increase reviews from 4X to 10X

Automated Email Marketing For Amazon Sellers

Do:

◍ Allow each email to have one single goal (e.g. send free content, reiterate the value of the product or ask for a review)

◍ Add value with product tips, tutorials, best practices, ebooks, infographics…

◍ Provide excellent customer support (you can also send emails when refunds are initiated)

Automated Email Marketing For Amazon Sellers

Don’t:

◍ Include links to websites (against TOS)◍ Spam customers with emails, 2-3 is enough◍ Include too many images (risk getting caught as

spam)

Email Sequence Example

#1 Follow Up On Sale

Send when product has been shipped.

Goals:

Create a form of contact, so the customer knows where you are if they have any issues

If you have any special content you can send it here (i.e. instructions, ebooks etc).

#2 Ask For Review

Send 1-2 days after delivery, purchase is front of mind

Goals:

Make sure the customer is happy with their purchase.

Ask for a review whilst emphasizing the product/service/brand

#3 Final Ask

Send 5-10 days after product delivery

Goals:

One final push for a review, more direct

Ask for reviews or seller feedback (review more desirable)

Email Sequence Example

Review Hack

Use minimal graphics to increase the chance of getting a review

Using the image and rating stars increases average CTR from 2.2% to 3.7% - 59% increase

Power Your Promotions With Jump Send

Email Campaigns

Watch over my shoulder

SUMMARY: The Jungle Slumber Launch Sequence

Run Promotions Using Jump Send Deals

We will run deep discounts on Jungle Slumber sleeping bags for 2-3 weeks to generate sales velocity.

Setup Automated Emails To Generate Reviews

Automated emails will be created in Jump Send prior to launch, ready to hit the ground running with excellent customer service.

Create Amazon PPC Campaigns

For added visibility, sales and a rank boost, we will set up Amazon PPC from the get go. This means I will also get actual keyword data for my listing too - pretty neat!

Join us next week for this part of the process!

Don’t forget to optimize your listing!

If you missed it, head back to Session #8 to ensure you have a fully optimized product listing. Your launch depends on this too!

www.junglescout.com/blog/mdcs-europe

Session 15: Homework

◍ Get everything set for the launch strategy

◍ Decide on your promotions◍ Set-up automated emails ahead of the

product launch

Get the information from this week's session:www.junglescout.com/session15-HW

Join Us Next WeekJoin us next Wednesday for an inside look on setting up PPC

campaigns for your newly launched product!

Register for FREE at junglescout.com/million