A New Product Launch Strategy With Caroline Adams - Episode 297
INTERVIEW WITH CAROLINE ADAMS
DESCRIPTION
In today’s episode, Kiri speaks with Caroline Adams, Sr. Strategic Retail Account Manager at Acadia. In this episode, Kiri and Caroline discuss the changes in product launch strategies on Amazon. They also talk about the challenges of product assortment and channel management, as well as the importance of inventory availability and the introduction of tools like the capacity manager in Seller Central and the Born to Run program in Vendor Central.
Make sure you tune in to find out more!
Caroline is a Senior Strategic Account Manager at Acadia where she manages clients like Totes, Murad, Godiva, and Tommy John to grow and manage their Amazon sales channels.
“Launching a product on Amazon is no longer just about listing it and hoping for the best. It’s about being retail-ready and creating an environment that fosters both organic and paid synergies. The product display page has to be your salesperson, your billboard, and your retail packaging, engaging the shopper and converting them into a sale. The landscape has changed, and it’s essential to capitalize on all available opportunities and give your new product a fighting chance on the platform.”
KEY TAKEAWAYS
In today’s episode, Kiri and Caroline discuss:
Past Approach to New Product Launches:
Getting the product listed, ensuring inventory availability, and winning the Buy Box on Seller Central.
Spending 20% of annual revenue on Amazon's PPC.
Focusing on getting reviews for product validation and consumer trust.
Vendor Central involved hand-holding for high-revenue accounts.
The Case for Change:
Emphasizing retail readiness for successful product launches.
Creating an environment that combines organic and paid synergies.
Prioritizing Product Display Page (PDP) optimization for informative and engaging content.
Developing a cohesive brand presence on Amazon.
Inventory Standpoint:
New Inventory Manager for flexibility and avoiding out-of-stock situations during critical launch periods.
New Tactics to Consider:
SEO and PDP optimization using specific Amazon keywords.
Analyzing competition and customer review content for identifying gaps and opportunities.
Creating attention-grabbing copy and imagery, including infographics and enticing bullets.
Utilizing videos to enhance the mobile shopping experience.
Offering coupons or discounts to entice new shoppers.
Generating reviews through Vine and automating review request processes.
Leveraging existing reviews through variating like products.
Implementing PPC tactics beyond auto campaigns based on mined keywords.
Using branded traffic to drive the adoption of new products.
Building a strong PDP foundation and maintaining sufficient inventory.
Maximizing the Honeymoon Period:
The period when a new product is live and available for sale.
Amazon gives a boost to the new listing and kickstarts the algorithm.
Opportunities to increase sales, acquire reviews, and promote the listing.
It lasts around 2-4 weeks, pushing advertising efforts during this time is crucial.
Importance of retail readiness and correct backend dates for page setup.
Client Product Launch Success:
Full PDP page optimization before launch.
Utilizing PPC to drive traffic and capitalizing on the honeymoon period.
Implementing a comprehensive campaign structure focused on the brand.
Leveraging DSP for upper and mid-funnel orders and cross-retargeting.
Using a complete non-branded campaign structure and strong branded keyword bids.
Single ASIN Strategy 2.0:
Amazon's recommendation is to make the ASIN "retail ready" three months before activating advertising.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Learn more about Acadia
Connect with Caroline Adams
