Prime Day Bloopers, Glitches and Gotchas: Brands Share Lessons From Past Years - Episode 294
DESCRIPTION
In today’s solo episode, Kiri talks about Prime Day and the challenges associated with major shopping events. She shares both entertaining and cautionary tales related to Prime Day.
She shares various pitfalls and bloopers that can occur during these events, emphasizing the need to prepare and have backup plans.
Kiri shares stories from different brands' experiences, including issues with inventory management, overspending on ads, and timing of deals. She also discusses the importance of staying in close contact with partners, maintaining open communication, and being prepared to adapt during the event.
“Things go wrong, and the important thing is to have backups, and backup plans, and keep the lines of communication open throughout the event so that you can pivot, move quickly, change plans, and approve a new approach.”
KEY TAKEAWAYS
In today’s episode, Kiri talks about:
The entertaining and cautionary aspects of Prime Day and major shopping events.
Kiri mentions the need to laugh about the technical issues that can arise despite thorough preparation.
The educational aspect involves looking back at past mistakes and understanding the fixes.
Kiri emphasizes the importance of having backup plans for critical parts of the strategy.
She shared a cautionary tale about a brand running out of inventory during Prime Day and the subsequent decision to avoid running deals in the following year.
The introduction of a new inventory system by Amazon
A debate on whether to go dark or offer promotions on Prime Day
Another cautionary tale involves an ad tech agency's account manager making mistakes during Prime Day, resulting in overspending and incorrect advertising.
Close communication between brands and agencies during Prime Day is essential.
Kiri shares a brand's experience with a poorly timed Prime Day deal, emphasizing the importance of submitting deals early.
The use of coupons as a backup option, along with the need for discussions on thresholds and backup plans.
Kiri advises checking for coupons and promotions on the app and addressing issues promptly.
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Resources mentioned in the episode:
Previous episodes regarding Prime Day 2023 with Logan Neilsen and Ross Walker
