Since you want to “brand”, a good brand name is crucial. Here is a little tip for you: Try to use words starting with A as your brand name. Although brands named with A as the first letter will not have a big impact in the short term, if the brand develops to the mid-to-late stage, brands starting with A according to the arrangement of English letters can have an advantage in search engine search results.” /p>
In the early stages of branding, traditional operational skills (such as keyword optimization, listing optimization, advertising optimization, etc.) are of little help to the initial establishment of the brand. There are two goals at this time:
< p>(1) Use single quantity to drive traffic.
(2) Reduce the return rate/negative review rate and increase the review rate/positive review rate.
The Amazon system prohibits sellers from buying. Everyone sells and promotes products through emails, phone calls, or other means, and the stores managed by ordinary operations basically do not have self-media resources such as Facebook, LINE, or YouTube. Therefore, in the early process of brand “opening up”, we need to. What I did was to learn from the Taobao sellers of the past, and add their own store signage to the product packaging, place product descriptions, and product brochures with new product introductions and discount codes.
If we calculate purely from the cost. , the total cost of all brand accessories (including signs, brochures, instructions) should be about 1 yuan, equivalent to 0.15 US dollars. If a store sells 400 orders a day, then your brand exposure is 400 times a day. This does not include the new product exposure and new product order volume brought by the brochure.
From the perspective of operational experience, if the ACoS indicator of Amazon advertising can be optimized to about 10%, it is already a relatively good advertising promotion. . Then we might as well assume some numerical calculations and calculate the single-volume conversion rate at which the brand brochure can achieve better results than advertising:
Set the brand brochure to $0.15;
Print 5,000 copies;
Conversion rate x%;
Set the price of recommended products to US$25;
The time for all brand books to be distributed is t days;< /p>
The sales volume brought by the brand book every day is 》 U.S. dollars
(25×x×5000-5000×0.15)/t=y
We assume that one day is 》. 350 orders, then the value of t is 14 days. We can compare the above formula with advertising, set the ACoS value to 10%, and substitute it into the following formula:
(25× x×5000-5000×0.15)=t>[5000×0.15×(1-ACoS)]÷t.
We can draw a conclusion: when the brochure conversion rate (x) is 6.6%. and above, the distribution of a total of 5,000 brochures can bring at least 330 orders, that is, when it brings about 24 orders per day, the effect of this marketing method is higher than the advertising effect.
By It can be seen that when the value of ACoS is 15%, x is at least 4.6%; when the value of ACOS is 20%, x is at least 3.6%.
Of course, the above inference is based on the premise that the brand attachment is 1 yuan. If the combination of brand book + sign + packaging is used on a large scale, the cost can be controlled to 0.4 yuan and 0.7 yuan, compared to Amazon on-site advertising is cheaper.
It can be seen from these data that the sales conversion rate requirements brought by the marketing brand book are much lower than the advertising ACoS requirements, and these formulas only calculate the results brought by basic product marketing. While bringing orders, your brand and products will also leave a certain impression on customers when they read the brand brochure.
Of course, not every store and every operation needs to be branded. For marketing, before carrying out this type of physical marketing, first confirm whether your store has the following qualifications:
The daily sales of the store are more than 3,000 US dollars (the daily order volume is more than 150 orders);
The store mainly sells products in a certain category;
Can carry out “A+ page” advertising;
Has several potential styles for the next quarter or business cycle;
After confirming the above qualifications, complete the following operations:
Design the brand book LOGO;
Design the brand slogan;
Select a few already Use hot-selling and good-quality products as media;
Apply for discount codes for potential products you want to market (select unlimited discount codes);
Complete the brand book interface design and content layout ;
Complete product hangtag design;
Printing hangtag + brochure;
Producing FBA stocking A+ promotional page for potential models (before issuing brand booklet) Completed) Put the printed brochures and tags into the product packaging of the media to ensure that they are not lost, and then distribute them uniformly;
Record the sales changes, data and discount code usage of potential models, and calculate as soon as possible Brochure sales conversion rate (x)
Relevant matters needing attention in the marketing process:
(1) Do not blindly determine the relationship between media products and potential products, if it is done every day. Medium-sized stores with a turnover of more than 300 US dollars and 5,000 US dollars do not need to consider the previous relevance of too many products, but small stores must carefully consider how to carry out related marketing of products. For example, if your media product is a sweater, recommend the potential model. It’s a T-shirt. Too little correlation between the two may lead to a very low conversion rate.
(2) Do not design the store or brand LOGO at will. Once the branding is established, many things can only be modified slightly. It cannot be changed significantly, such as the designed product LOGO, brand slogan, etc., so if you want to do brand marketing, you must make sure that your brand content is correct.
(3) The price set by the discount code must be special. This makes it easy to record how many customers purchased through the promotion, which is beneficial to the calculation of the later brochure conversion rate.