The document discusses Vitamix's marketing strategies on Amazon over multiple years, including building product listings, reviews programs, social media campaigns, email targeting of past purchasers, featuring in Amazon bookstores and on the Treasure Truck, and participation in Prime Day deals and exclusive product launches. Performance metrics are provided for some campaigns showing large year-over-year increases in spending and sales.

1. Vitamix // Amazon

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Building a Foundation for Success: Amazon PDPs, A+ Content & Brand Store
Reviews/Vine program key
Negative reviews OK
important to be authentic

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Building a Foundation for Success: Amazon PDPs, A+ Content & Brand Store
AFTERBEFORE
Module below included For New Machines Module below included For Recon Machines

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Building a Foundation for Success: Amazon PDPs, A+ Content & Brand Store

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Home Gift Guides
PROJECTED IMPRESSIONS: 9B (+39% YOY) TRAFFIC DRIVERS INCLUDE SOCIAL MEDIA, AFFILIATES, EMAIL, DISPLAY & HOME PAGE MARKETING

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Amazon Kitchen Email Program
FOCUSED ON SELLING ACCESSORIES TO RECENT VITAMIX PURCHASERS (ASCENT – CUPS & BOWLS; EXPLORIAN/LEGACY – PCA)

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Amazon Treasure Truck – 2017
FEATURE 1 BRAND & 1 PRODUCT/DAY – APPROX. 25 KEY CITIES ACROSS U.S.
Vitamix took over the Treasure Truck on October 21st, 2017!
• Amazing Deal on the Vitamix 5200, the best selling new
product on Amazon.com
• MAP Retail: $449.95; Event Price: $299.00; 34% Savings;
6800 Units ordered for Event
• Onsite Demos in all cities by experienced Vitamix Sales
Representatives with the Vitamix branded booth.
Branding Packages Platinum
CustomTreasure Truck LandingPage inAmazonMobile App X
Amazon.comHeroMobile Homepage Placement(AmazonGateway)for
1 Day X
Pushand SMS Notificationto100% of TT Subscribers X
Location-BasedAlertssentateverystopto customersina 1 mile radius X
Treasure Truck Social Posts- 1 perchannel (Facebook,Twitter,
Instagram) X
Truck Takeover(TV,DisplayCase) X
Treasure Truck at stopsfor 6-10 hoursof the day inhightrafficareas
across the city X
3 dedicatedAmazonMarketingAssociates (educatedonthe product,
answercustomersquestions,fulfill orders) perTruck X
3 dedicatedAmazonMarketingAssociates(Demo-ingproduct,
showcasingfunctionality) perTruck X
Treasure Truck InstagramStory X
AmazonCategoryLandingPage Placementfor1week(i.e.Toyslanding
page,ElectronicGiftGuide) X
Amazon.comFacebookPost(pendingSocial MediaManagercontent
approval)- 27M+ Followers X
Customlandingpage featuring4-5cross-sell ASINsdeeplinkedon
mobile landingpage andshowcasedatthe truck X
Total Marketing Investment $70,000

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Amazon Bookstores
PART OF COLLECTION OF 4-STAR PRODUCTS FEATURED IN AMAZON’S 12 BOOKSTORES – FOOT TRAFFIC: 35K/MO JAN-OCT – DOUBLES NOV & DEC

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Amazon 3 Year Marketing Programs
2016
YOY increases in marketing spend
2017
2018
Activity YoY %Δ
AWR N/A
Bookstore N/A
Email Retargeting N/A
Valentine’s Day N/A
Mother’s Day HGG N/A
Holiday HGG +329%
AMS +402%
AMG +123%
TOTAL +306%
Activity YoY %Δ
NYNY N/A
Treasure Truck N/A
AWR N/A
Holiday HGG N/A
AMS +302%
AMG +235%
TOTAL +323%
Activity
AMS
AMG

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Amazon Prime Day
June 15, 2015 Amazon marked their 20th Anniversary with the first Prime Day!
Fast forward to 2018 Prime Day: 36-hour event beginning Monday, July 16 @ 3:00pm EST
Vitamix Participation: Multi-ASIN deal + Exclusive Amazon E310 Slate launch:
Unit Deal Price
Certified Recon Explorian Black $199.95
5200 Black $297.95
7500 Black $369.95

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Amazon Prime Day July 16 & 17 – AMS/AMG
AMG Performance:
• 7/16-7/17 Drove $193.42 increase in ROAS ($202 vs. $8.77 for 2205% increase week over week)
• Attributed to 855 units sold on Monday & Tuesday (media drove 44 units prior Monday & Tuesday)
• Detailed page view rate (impression to detail page conversion) increased week over week from .02% to 2.9%
Quote from Amazon team: “pretty amazing results”
AMS Performance:
• Increased spend 4x to capitalize on expected lift in traffic and searches on Amazon.com
• CTR lower than previous week, but on par with Vitamix benchmarks - drove qualified users to our product
• ROAS doubled from previous week to $41.21

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