The secret sauce for a gourmet food brand

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PRODUCT CATEGORY: Gourmet Foods & Grocery

SERVICE TYPE: Amazon Account Management

 

The situation

  • This branded manufacturer was selling small batch spice blends, sauces, and other products sold in major retailers and through their online store.

  • With their primary focus being on other sales and distribution channels, the client was losing control of their Amazon inventory and missing opportunities for growth.

  • Exclusively selling on a wholesale basis to Amazon on the Vendor Central platform, the client was frustrated with the PO process and poorly performing product listings which were displaying incomplete and inaccurate information.

  • The client had neither the time nor expertise to make updates to their catalog in Vendor Central, and wanted to switch to a direct-to-consumer model on Seller Central for new products in their catalog. This would require setup of a new Seller Central account.   

  • New products and bundles which the client wanted to launch on Amazon, but lacked the resources to create, upload, promote and maintain these new product listings.

  • Not running any advertising campaigns, despite the rapidly approaching 2016 holiday season.

 

How Bobsled Marketing helped

In Vendor Central, we performed our standard optimization, correcting inaccuracies, unifying the copywriting and branding across their entire catalog.

Since the client was not yet set up on Seller Central, we walked them through the process of setting up their account and “ungating” them in the tightly regulated Grocery & Gourmet Food category.

For new products that the client wanted to launch, we first conducted in depth market research to see which product types had the most existing demand on the marketplace. From there, we moved to a full-scale launch and optimization for a half-dozen SKUs in Seller Central.

 

Our standard launch and optimization process includes:

  • A listing for each item with high-resolution images.

  • SEO-friendly copy and titles, with an eye toward organic conversions as well.

  • Keyword research to discover the best backend and negative keywords.

  • Setting up and managing PPC campaigns.

  • Set up and optimize a post-purchase email sequence.

  • Product page promotions, including quantity discounts and cross-selling discounts.

 

The results

  • From setting up the client’s Seller Central account from scratch in May-June 2016, sales grew from just $4,300 in August 2016 to $106,000 in December 2016.

  • Several SKUs were added to the Amazon Holiday Gift Guide and Amazon’s Best Deals—a significant driver of organic brand awareness and traffic.

  • We setup new PPC campaigns across an extensive and diverse catalog, with more than 20 different converting keywords per SKU.

  • Built and maintained profitable advertising campaigns for the client through carefully targeting high-converting keywords.