Jungle Scout's Million Dollar Case Study Session #12: Preparing for Launch

THE MILLION DOLLAR CASE STUDY

Session #12:

Preparing for Launch!

Journey to $1MM

May 10th, 2017

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Overview

By the end of the webinar, you’ll know the exact method I have used to successfully launch 14 private label products in 2017.

Jungle Snugs Update

Fabric Being Cut Lots of 35” x 35” pieces

Jungle Snugs Update

Wash Cloth Pieces Cut Printed Tags

Jungle Snugs Update

Tag Being Sewn On Tag Sewn On

Jungle Snugs Update

Bear Ears Being Sewn Tons of Bear Ears

Our (tentative) Timeline to Launch:

May 20thComplete Towel Production

May 30thFirst Shipment Arrives at Amazon (via Air Courier )

June 3rdListing Goes Live!

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Per the agreement, the goods need to be shipped 35 days after payment is received or else 5% discount for every 7 days late. Payment received on April 9th which means they are supposed to be shipped May 14th. If they aren’t shipped until May 21st then we get a 5% discount.

Remaining Tasks To Launch

▸ Product photographs (we will cover this in the blog)▸ Prepare our Launch Strategy (today’s session):

▹ How to get immediate sales velocity▹ How to increase likelihood of reviews▹ How to build a long-term brand strategy

▸ Amazon Pay Per Click (covered next week’s session, Wed 5/17)

Our launch process is easy

Primary Goal:(Benefits: improved organic

traffic, better conv. rate, more sales)

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Good Page Rank for Main

keywords

Important Factor on Page

Rank:

Sales Velocity+

Sales History+

Conversion Rate (need social proof for this)

Tactics: The Things We Can

Control

Pay Per Click+

Promotions+

Email Campaigns

The Elephant In The Room: What Is Allowed By Amazon?

https://www.amazon.com/gp/help/customer/display.html?nodeId=14279631

NOT ALLOWEDOffering compensation, free or discounted products IN EXCHANGE FOR REVIEWS

ALLOWEDRunning promotions to increase sales

Sending follow up email campaigns to customers

Asking customers to leave honest reviews of your product

Methods to get Initial Sales on Amazon

Deal Site Promotion Amazon PPC Outside Paid

Traffic

Launch to Existing

Audience

Build an Email List

Effort 1/5 2/5 4/5 2/5 5/5

Difficulty 1/5 3/5 5/5 1/5 5/5

Cost $$ $$$ $$$$$ $ $$$$$

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*Notes - PPC usually isn’t an effectively launch mechanism on its own but compliments any other method nicely.

Sorry for the bad news

Expect to spend money with any method you use - chalk it up as an initial marketing/launch investment.

Deal Site Promotions14

Pros Cons

● Set up in 5 minutes with no experience ● Lots of sales potential within minutes/hours● Guaranteed sales● No technical skills required

● Expect to offer deep discounts to get sales

Cost: Unlike the other methods - we know exactly how much this will cost us. $29/month then product discounts from 50-90%.

PPC15

Pros Cons

● Relatively easy to set up, can learn how and setup your first campaign in a couple hours

● Something you’ll want to set up anyway● You get real keyword search data

● Usually can’t drive enough sales to give your listing the sales boost it needs to rank well

Cost: Varies greatly, usually you are able to get sales for relatively inexpensive (10-40%) for your most relevant keywords, however, if you were to use this as your only launch strategy then expect to have to bid on less targeted keywords where the ACOS may be 100% or more.

Outside paid traffic16

Pros Cons

● If you are able to do this profitably, then you can continue to run these ads after launch

● Amazon may give you a little extra boost if you drive outside conversions (unlikely but some believe this)

● <1% can do this profitably● If you don’t know how to run paid ads, steep

learning curve and expect to lose hundreds of dollars while you learn it

● No way to track conversions from the ads in Amazon

Cost: If you are already a Facebook ad expert, you may be able to do this for a reasonable price. Otherwise, most people find conversions costs more than the sales price of their product.

Launch to existing audience 17

Pros Cons

● Inexpensive, just send out an email● Easy to do

● You need a large audience to get lots of sales

● Very few people have an existing audience that would be interested in their product

Cost: If you have an existing audience or email list that may be interested in your product then launching it to them is practically free.

Build an email list/launch audience from scratch18

Pros Cons

● You get to hang onto this email list/audience after your launch so you can target them for other offers

● Nice to have in the future

● Very hard to do● Takes lots of time, energy and work● Technically challenging, you’ll need to build a

site, find a way to target customers, create an opt in offer, get traffic to your site, etc.

Cost: To do all this work yourself costs lots of your time or if you hire someone to do it, expect to pay thousands. In addition, you’ll need a few paid services like hosting, an email provider and maybe paid ads to get traffic to your site.

Quick recap

Deal Site Promotion Amazon PPC Outside Paid

Traffic

Launch to Existing

Audience

Build an Email List

Effort 1/5 2/5 4/5 2/5 5/5

Difficulty 1/5 3/5 5/5 1/5 5/5

Cost $$ $$$ $$$$$ $ $$$$$

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*Notes - PPC usually isn’t an effectively launch mechanism on its own but compliments any other method nicely.

We need reviews!

Great - we know how to get initial sales.

What about reviews?

We need reviews!

Sales + Follow Up Emails = Reviews● Sending follow up emails to customers after a sale, specifically asking

for a review will increase the number of reviews by 4x - 10x

● Yes, this is entirely within Amazon’s terms of service

Email Best Practices: For Amazon Sellers

DO: ▸ Add value in your emails:

▹ Product tutorials, best practices, maintenance

▹ Free ebook, guide, etc▸ Provide outstanding customer support▸ Focus on building a relationship ▸ Warm up your recipient (more later…)

Email Best Practices: For Amazon Sellers

DON’T: ▸ Include links to any websites--it’s against

Amazon’s policies▸ Send more than 2-3 emails to a customer

after a purchase--any more than that becomes annoying and can lead to a poor review

▸ Include too many images in the body of your email (potential to get flagged as spam)

My Preferred Email Sequence

Email #1: Follow Up on Sale

When: ● After product has been

shipped

Purpose: ● Create point of contact at

my company● Ensure they receive the

package in good condition, on time, and as expected

● Reinforce customer satisfaction with their purchase decision

Email #2: Ask For Review

When: ● 1 or 2 days after delivery,

while they’re excited!

Purpose: ● Make sure they are happy

with their purchase● Ask for product review● Build relationship with

customer● Emphasize customer

service and brand’s personality/voice

Email #3: Final Ask

When: ● 5-10 days after delivery

Purpose: ● A more direct are harder

sell for the review request● Some sellers may try and

ask for seller feedback here, however, I really just care about product reviews

Nice Hack!

Including this instead of a button or text link increased average CTR from 2.2% -> 3.7%

A 59% increase!

Watch over my shoulder!

Samples Scripts Available In Jump Send

Get your free email scripts when you sign up for Jump Send.

Get your Free Trial: www.jumpsend.com

Next Week: Amazon Pay Per Click Strategies

Join us for Session #13:

Amazon Pay Per Clickw/Brent Zahradnik, Founder @ AMZ Pathfinder

Wednesday, May 17th at 1p ET/10a PT

Register: https://www.junglescout.com/the-million-dollar-case-study-overview/