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A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS AS A 3p SELLER

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learn top strategies for launching a product in the Amazon marketplace at an accelerated rate with our partner eComEngine, LLC. We'll be reviewing the Amazon Born to Run program, different options to manage inventory and tactics to get reviews.

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A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS AS A 3p SELLER

  1. 1. Amazon Vendors Product Launch Acceleration Series Please hold for our next presentation starting at 10am PT / 1pm ET ECOMENGINE PRESENTS: A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS AS A 3p SELLER How Brands Can Accelerate Product Launches on the Amazon Marketplace
  2. 2. 9 - 9:45 am PT ECOMENGINE PRESENTS: A SMART PRODUCT REVIEW STRATEGY FOR LAUNCHING NEW PRODUCTS Today’s Timeline CPC STRATEGY PRESENTS: THE FIRST STEPS FOR A PROFITABLE PRODUCT LAUNCH 10 - 10:45 am PT
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Questions! Persephanie Arellano Webinar Coordinator
  4. 4. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  5. 5. Colleen Quattlebaum Marketing Manager Presenter
  6. 6. Launching New Products: A Smart Product Review Strategy Presented by
  7. 7. About: eComEngine
  8. 8. Agenda ● Importance of Product Reviews ● Pre-launch: Tips for Success ● Launch: 4 Tactics to Get Reviews ● Amazon TOS: Do’s and Don’ts ● Questions
  9. 9. Product Reviews: Why They Matter
  10. 10. Product Reviews: They Matter! 1P Hybrid 3P
  11. 11. Product Reviews: The Why? 1P VENDORS ● Customer satisfaction ● Social proof ● Brand reputation ● Build trust and loyalty ● Boost conversion and sales ● Product improvements 3P SELLERS ● Customer satisfaction ● Boost conversion and sales ● Inventory decisions ● Kitting and bundling ideas ● Build organic ranking
  12. 12. Product Reviews: The Why? “All you need is 21 reviews to turn the algorithm in your favor.” - Seller Central rep
  13. 13. Monitor Reviews: The Right Way VENDORS AND SELLERS ● Monitor your ASINs ● Monitor competitors ● Analyze reviews ● Automate monitoring ● Get notifications
  14. 14. Respond to Reviews: The Right Way VENDORS AND SELLERS ● Respond timely ● Comment publicly ● Thank your reviewers ● Be courteous and professional ● Defend your brand ● Learn from your reviews
  15. 15. Respond to Reviews: The Right Way MORE TIPS ● Monitor positive reviews ● Vendor must comment as the “Manufacturer” ● Monitor customer Q&A ○ Set up notifications in Vendor Central ● Help close the sale! https://bit.ly/2ZNHyP6
  16. 16. Pre Launch: Tips for Success
  17. 17. Pre-Launch: Be Prepared ● Relevant metrics to product launch success ○ Sales (average sales per day, BSR, Best Seller Badge) ○ Keyword rank ○ Average star rating and total number of reviews ● Optimize product listings ○ Enhanced Brand Content ○ Detailed and accurate listings ○ Use photos and videos ○ Conduct market research (poll service: Pick Fu) ● Mitigate risk for negative reviews ○ Monitor reviews on similar products ○ Read negative reviews ○ Invest in the right packaging ○ Analyze reviews regularly
  18. 18. Pre-Launch: Reputation Management Strategy ● Email Strategy ○ Set up standardized templates ○ Personalized, SKU specific emails ○ Timing ● Automate ○ Save time ○ Decrease risk for error ○ Exclude refunded orders ● Action plan for dissatisfied buyers ○ Who will respond and how? ○ Train staff on likely scenarios ○ Set up alerts ○ Quick responses often lead to satisfied customers
  19. 19. Launch: 4 Tactics to Get Reviews
  20. 20. Tactic 1: Amazon Vine Program ● ‘Vine Voices’ invited to review products ● Enrollment fee ● Accelerate reviews on new products ● Increase conversion ● The only approved review program for vendors
  21. 21. Tactic 2: Early Reviewer Program ● Bust or Must? ● Seller Central ● Program Guidelines ○ ASIN must have less than 5 reviews ○ ASIN price must be at least $15 ○ Cost is $60 per ASIN ○ ASIN will remain in the program for 1 year, or until 5 reviews are generated ○ No guarantee that reviews will be positive
  22. 22. Tactic 3: Launch on Other Platforms ● Share links to your products or storefront on Amazon ● Drive customers to your Amazon listing ○ Facebook, shopify, ecommerce sites, etc. ○ Emails to your marketing list (off Amazon, of course!) ● Be careful ○ Too many unverified purchase reviews can be bad for your listing. ● Niche influencers who are Amazon affiliates
  23. 23. Tactic 4: Customer Delight ● More likely to leave positive reviews ● Increase return customers ● Provide product instructions ● Surprise buyers with added value ● Embed a gif ● Include a bonus item ● Follow Amazon TOS ● Do NOT offer any incentives!
  24. 24. Product Reviews: Understand the Rules
  25. 25. Asking For Reviews: The Wrong Way Dear Jane, We hope you liked your Blue Kitchen Widget from Amazon. If you have any questions or concerns, please reply to this email. If you love the CD and want to tell the world, then leave a review! Regards, The Kitchen Widget Company
  26. 26. Asking For Reviews: The Wrong Way Dear Jane, We hope you liked your Blue Kitchen Widget from Amazon. If you have any questions or concerns, please reply to this email. If you love the CD and want to tell the world, then leave a review! Regards, The Kitchen Widget Company
  27. 27. Asking For Reviews: The Wrong Way ● Asking for reviews “only from buyers who had a positive experience in prohibited.” ● Attempting to influence the customer’s review is prohibited.
  28. 28. Asking For Reviews: The Wrong Way ● Asking for reviews from friends and family ● Lowering your prices drastically or offering lots of promotions and discounts ● “Black Hat” 3rd party services ● Encouraging only positive reviews
  29. 29. ✅ Do include your brand name ✅ Do be polite ✅ Do be helpful first ✅ Do be brief ✅ Do write an engaging subject line Asking For Reviews: The Right Way
  30. 30. Asking For Reviews: The Right Way ● Avoid violating TOS (bookmark and check back often) ● Avoid sending too many emails (“one email per intent”) ● Avoid trying to get someone to change their review ● Use our compliance checklist https://bit.ly/2ITbSD4
  31. 31. Asking For Reviews: The Right Way Dear Jane, How did you like your Blue Kitchen Widget? Would you mind taking two minutes to leave a product review on Amazon? In doing so, you’ll share your opinion with millions of fellow Amazon shoppers who are awaiting your feedback. We would love to hear from you and are committed to your total satisfaction. Regards, The Kitchen Widget Company
  32. 32. Product Review Request: Email Template Download Template: https://bit.ly/2Vw8fc0
  33. 33. Special Offer Extended Free Trial on all tools! Coupon code: CPC19 Contact me at: info@ecomengine.com
  34. 34. Colleen Quattlebaum Marketing Manager Q & A

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