Nov 14, 2024
Increase in sales vs average
Increase in sales vs BFCM 2022
This year, we saw performance impacted by a few variables never before experienced.
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
Main Event vs. Average
Main Event vs. BFCM 2022
Prior to Event (Oct23rd – Nov 12th) vs. After Event (Dec 5th – 26th )
When consumers think about Black Friday and Cyber Monday, they envision an event where over 75% of the U.S. population engages in shopping. With high expectations for substantial discounts, it becomes imperative to align your product offerings closely with these consumer expectations to maintain competitiveness during these shopping events.
The aim of this phase is to boost both website traffic and sales, effectively priming the algorithm just before the main event. As Amazon initiates promotional campaigns in the weeks preceding the event, we can expect elevated traffic, heightened purchasing intent, and heightened competitiveness.
Recommended Duration: 7-14 days
Recommended Discount: 10-20%
The aim here is to increase website traffic and enhance sales, effectively integrating the successes observed in the pre-event and main event phases into the algorithm. In essence, this strategy aims to raise the probability of establishing a higher baseline for both sales and organic search rankings.
Recommended Duration: up to 7 days
Recommended Discount: 10-20%
Context: The strategy behind Page 1 is to boost any product to the top of the search ranking for various keywords. This involves implementing multiple keywords for each product.
By reaching the top row of organic search results for strategic keywords, VENDO was able to significantly increase sales during the peak shopping days of the year. In addition, owning non-branded keywords significantly accelerates new customer acquisition while shoppers search for new products and brands on Amazon. New this year, we were able to rank for hero seasonal keywords, such as "white elephant gifts" and "white elephant gifts for adults," which annually spikes over 2 million searches.
Results: Obtain Top rankings in the following sub-categories:
VENDO has carried out multiple external marketing initiatives with the goals of enhancing visibility, broadening audience reach, and boosting sales. To measure the impact of these campaigns, we've incorporated Amazon Attribution links to monitor clicks, product views, cart additions, sales, and revenue. Furthermore, by leveraging Amazon's Brand Referral Bonus program, which typically offers a 10% reduction, we can effectively lower the referral fee to 5%. We’ve utilized other methods to help brands target specific keywords and improve organic search rankings.
VENDO performed an influencer + affiliate marketing strategy for BFCM ‘23 with a toy brand. 8.56% of sales were attributed to the creators (macro, micro, and nano) that VENDO sourced and managed. This strategy had a 5x return on affiliate commission spend.
