John Richardson, SCORE Mentor “You don’t know if you have a real product until someone you don’t know buys it!”
What are the we going to cover today? The importance of assessing all aspects of your Brand (Product/Customer/Competition) What are your electronic channel options for test marketing your product? How to use Amazon to test market your product
Product/Customer/Competition - Product Name/Logo Short Description Benefits/Features Images Pricing Brand Voice
Product/Customer/Competition - Customer Demographics Age Gender Geographic Location Interests Affinity Groups Behavior New vs. Returning Frequency Online search phrases/keywords
Product/Customer/Competition - Competition Product Name/Description Benefits/Features How do they “talk” to their Customer Images Price Variations Keywords Sales Volumes Customer Reviews
What are your electronic options?
What are your electronic options? - www.yourcompany.com The key to this is your ECR (eCommerce Conversion Rate) Number of Sales/Number of Visitors (2.5% on an average eCommerce Site) The question is how long will it take you to get the traffic you need to verify your Product Are the results because: You did not do a good job a driving traffic The traffic you got is not your ideal Customer Your pricing is not inline with Customer Nobody cares!!
What are your electronic options? - www.yourcompany.com
What are your electronic options? - www.yourcompany.com
Amazon Test Market - mesh beach bag
Amazon Test Market - Product Descriptions
Amazon Test Market - Competition/Pricing/Customer Reviews
Amazon Test Market - Pricing/Volumes/Customer Reviews
Amazon Test Market - Competition/Choices/Descriptions
Amazon Test Market- Images/Features/Customer Reviews
Amazon Test Market - “Voice”/Customer Feedback
Amazon Test Market - Competition Customer Choices
Amazon Test Market - Customer Search Keywords/Phrases
Amazon Test Market - ECR Metrics
Amazon Test Market- Advertising Metrics
Amazon Test Market - Costs/Time If you have your company information, Product images and have developed the initial Product name, features and description, you should plan on about 16 hours to setup your first Store.
Leverage Amazon to Test Market your Product! Finally! You don’t know if you have a real product until someone you don’t know buys it! Leverage Amazon to Test Market your Product! Or at least leverage the information you can gain from assessment of current Amazon Stores
John Richardson, SCORE Mentor Thanks! https://santabarbara.score.org/