Are you prepared to expand your brand’s reach and attract new customers during the biggest shopping event of the year? Prime Day isn’t just about discounts and deals; it’s an opportunity for brands to stand out amidst the digital frenzy. At Tinuiti, we understand the challenges you face in reaching and engaging with a broader audience on Amazon. From the need to boost brand visibility to streamlining operational efficiency, we’ve heard your concerns loud and clear.
With Prime Day 2024 on the horizon and the economy showing no signs of slowing down, now is the time to seize the opportunity. In 2023 alone, shoppers splurged nearly $13 billion during Prime Day—a testament to the event’s monumental impact.
Our panel of seasoned experts is here to guide you through the maze of Prime Day prep. Learn the art of tailoring your messaging and what kind of offers are most likely to re-engage customers and drive unparalleled sales. We’ll dive into strategies that have shown the greatest success for business growth, sharing insights on what works (and what doesn’t) when it comes to navigating Prime Day madness.
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4. Our Speakers
Megan King
Senior Manager,
Commerce
Strategy
Ken Magner
Strategist,
Commerce Media
Eva Hart
Owner, Couple's
Coffee and Content
Marketing
Manager, Jungle
Scout
Rohan
Thambrahalli
Founder, Dimetyd
Chanelle
Urquico
Team Lead,
Campaign
Management,
TripleLift
5.
6. Unlock hidden profitability and fully automate Amazon’s complex accounting.
Reinvest boldly to grow topline, gain share and displace competition.
7.
8. Agenda
● Prime Day Calendar (Launched in bottom
left of your screen)
● Intro to Prime Day Prep
● Panel
● Key Takeaways
● Q&A
8
9. What’s something that you
will be trying for the first time
this Prime Day?
● Streaming ads (Prime Video, Sponsored TV, etc.)
● AMC Analytics and/or AMC Audiences
● Non-Amazon.com ad inventory (Whole Foods, Twitch, IMDb,
Influencer Marketing)
● Driving traffic from non-Amazon ad platforms (Meta, Google, etc.)
● Prime Day specific promotions
11. Establish Your WHY
11
Optimize listings in advance,
considering ASIN health and
availability.
Verify ASINs have sufficient
views, purchases, and lookback
activity for retargeting audience
segments.
Pre-build segments to ensure
scale and test longer lookback
windows if necessary.
12. Preparing
Your Media
Plan
● Define ad mix for brand awareness and
new-to-brand efforts, including testing
audiences.
● Clarify goals across upper, mid, and lower funnel
stages, aligning inventory to meet each part
effectively.
● Ensure clear KPIs with measurement and
attribution plans for each funnel stage.
12
13. Budget Allocation
13
Prioritize an aggressive lead-in
strategy to ensure consumers
think of your brands ahead of
time and engage with your
products, maximizing the
potential for conversions.
Maintain flexibility and a reserve
budget for the day of the event to
adapt to fluctuating CPCs and
CVRs, as your set budget may
deplete faster than anticipated.
Utilize historical data and market
trends to inform your campaign
planning, including retargeting
strategies and allocation of
resources.
14. Inventory
● Conduct advance spot checks with clients to
anticipate potential inventory shortages before
events, ensuring preparedness and proactive
management.
● Prioritize inventory preparation for advanced
reconciliation to mitigate any potential issues
and maintain smooth operations during the
event.
● Optimize inventory management to minimize
FBA fees, focusing on maintaining optimal stock
levels while reducing unnecessary costs.
14
16. Make Sure Deals are LIVE
16
Regularly monitor deal
suppressions to ensure
promotions are active and visible
to customers, maximizing
engagement and sales potential.
Strategically allocate budget
resources based on competitor
activity and market trends to
capitalize on opportunities and
maintain competitive positioning.
Aim to be live and active during
critical late hours to capture
last-minute shopper attention
and capitalize on peak
purchasing periods.
17. Investing
● Budget distribution is guided by consumer
behavior insights gleaned from historical data
and real-time analytics.
● Utilizing day-parting, we optimize ad spend by
focusing heavily on early morning and evening
hours, aligning with peak shopping times.
● Emphasize a strong presence during the evening,
targeting consumers decompressing after work,
while adjusting midday spend to preserve
resources for critical late hours.
17
18. KPIs
18
Track upper-funnel metrics like
Impressions and Viewability,
mid-funnel metrics such as CTR
and CPC, and lower-funnel
metrics like ROAS and Pixel
Conversions.
Focus on tracking new customer
acquisition, repeat purchases,
and customer lifetime value to
gauge brand growth and
sustainability.
Monitor CPC trends and budget
allocation against plans, while
prioritizing campaigns showing
strong early ROAS to optimize
resource allocation and
maximize returns.
20. After Promo
20
Implement review requests
post-purchase to boost review
count, leveraging positive
sentiment from deal recipients.
Utilize retargeting, brand halo
effects, and subscribe-and-save
incentives to encourage repeat
purchases and enhance
customer loyalty.
Employ DSP retargeting to reach
customers who visited product
pages but didn't purchase,
anticipating potential post-event
interest.
21. Reporting
● Jungle Scout Cobalt Insights
● Provide initial insights, but reserve deep analysis
until after 14-day attribution for comprehensive
evaluation.
● Assess whether we achieved our north star goal
post-analysis, considering factors influencing
success or shortfall.
21
23. Prime Day Wins
23
Achieved significant milestones,
including a million-dollar sales
day, by adhering to our north star
and refining successful
strategies.
Introduced a limited-time bundle
offer combining top-selling
products at a reduced price,
leveraging social media
campaigns and specialized
Amazon ads to drive buzz.
Demonstrated the effectiveness
of creative bundling and
strategic marketing in boosting
sales and brand visibility.
24. Learnings
● Avoid making dramatic changes on the fly.
● Last-minute creative approvals can hinder
spending and performance if not properly vetted.
● Learn from past mistakes, like underestimating
demand during high-traffic events such as Prime
Day or Black Friday, to avoid missed sales
opportunities.
24
25. Never Again
● Opt for cautious bidding adjustments, testing
waters before raising bids to avoid overspending,
particularly early in the event.
● Avoid overly aggressive discounting without
minimum purchase requirements to prevent
eroding profit margins and attracting
bargain-seekers instead of fostering long-term
customer relationships.
25
26. ALWAYS
26
Utilize flash sales and lightning
deals strategically to create
urgency and maintain customer
engagement with new offers
throughout the event.
Maintain a diverse mix of
inventory types and creative
approaches across campaigns
to maximize delivery and
performance.
Prioritize staying within budget
for core campaigns late in the
day to ensure consistent
presence and effectiveness
during critical Prime Day hours.
27. 1. Strategic Media Planning: Establish clear goals,
select ASINs wisely, and develop a holistic media plan
integrating various channels to maximize visibility and
sales.
2. Budget Allocation Agility: Prioritize an aggressive
lead-in, maintain flexibility during the event, and
sustain momentum post-promotion to optimize
budget allocation effectively.
3. Real-Time Optimization: Utilize day parting, adjust
bids, and employ optimization levers during Prime
Day to capitalize on consumer behavior and
competitive dynamics.
4. Post-Promo Engagement: Focus on DSP retargeting,
solicit reviews, and conduct thorough reporting
post-event to leverage customer engagement and
analyze campaign performance effectively.
Key
takeaways
27
28. Q&A
Megan King
Senior Manager,
Commerce
Strategy
Ken Magner
Strategist,
Commerce Media
Eva Hart
Owner, Couple's
Coffee and Content
Marketing
Manager, Jungle
Scout
Rohan
Thambrahalli
Founder, Dimetyd
Chanelle
Urquico
Team Lead,
Campaign
Management,
TripleLift
29. 29
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Blog: How to
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Day 2024
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