Internal training-new product promotion plan

Before going online

1. Market Research

1. Market Research Top 30 Competitors

a. Market capacity

b.Price

c. Sales volume

d. Evaluation

e. Entry point

f. Promotion

in conclusion:

80 points or above: Hot sale

60-80 points: Try

Below 60 points: Do not do it

2. Positioning

a. Target Pricing

b. Pain point entry

3. Supplier communication

a. Can the product optimization points be achieved?

b. Product information related information

c. Delivery date

4. Stocking plan (see SOP)

a. Annual sales forecast

b. First order plan

Hot sale: 60-80 days of supply (pay attention to material preparation)

Normal model: 50 days’ supply

5. Delivery plan (see SOP)

a. The sea-to-air ratio is 7:3

b. 3-month rolling plan

2. New Product Launch

1. Product development introduction product information

2. Raise pain points

3. Write a Listing

1. Filter out small categories that are easy to get BS

2. Text

a. Each person is responsible for 5 listings and finds the available selling points, expressions, and sentences

b. The person in charge summarizes and organizes them into a table

c. The person in charge writes a listing and discusses it in the group

d. Upload the listing in the background and complete the relevant information

Remark:

The first 80 characters of the title are the most important

The first 3 selling points are the most important

The first paragraph of the description is the most important

Pay attention to contextualization

3. Pictures (see SOP)

a. Each person is responsible for observing 5 listings, top 30, hot new releases, and fast-rising pictures, and find useful ideas

b. The responsible persons are summarized in one table

c. The person in charge will control the camera according to the product selling points, positioning, and differentiation and discuss in the group

d. Final confirmation and issuance by the Design Department

Remark

Ideas: selling points, consumption habits, pleasure, cultural identity

Principles: Simplicity, Surprise, Details

Summary (see sop): addition, subtraction, multiplication and division, six creative ones

4. Keyword screening

1. Source

a. Amazon automatic recommendation, left navigation bar

b. Top 30 product titles and selling point descriptions

c. Top 30 Product Reviews

d. Keyword tools: EasySell, AMZTracker, Soolve

e. Google and SNS platforms

2. Classification

a. Search Team Wording

b. CPC wording (see SOP)

Hot words and secondary keywords

Level 3 and long hair keywords

Competitive product related words and FBT product related words

3. Method: Organize keywords into Excel and classify them

Product is coming soon

1. QA Plan

1. Quantity: 60 in the first month

2. Question collection (see SOP)

a. Product selling points, customer concerns, points prone to complaints, points not mentioned in the listing

b. Learn from competitor QA

3. Questioning channels

a. Buyer's account

b. American friends

c. Evaluator

2. Review Plan

1. 60 on the homepage, 150 in the second month, with a star rating of 4.8 or above

2. Review channel

a. American friends

b. Evaluator

Collaborate with fans many times

FB Reviewer

Top Reviewer

Official website ReviewerProgram and Subscriber

c.Real guest reviews

d. Buyer account comments

e. Review-boosting platform

Remark

Principle: The general conversion rate is controlled below 30%, except for some categories.

Don’t pay too much attention to the order and review ratio in the first three weeks of evaluation

In the fourth week, the traffic, orders, and evaluation ratio is 15:4:1, which is safer.

3. Thumbs up for high-quality reviews

3. Affiliate Program

1. FBT products

a. Identify 1-2 similar or complementary FBT products

b. Form a real purchase

American friends bought

Reviewer buys

Buyer Account Buy

Fans buy

2. Look at the product again and again

a. Give it to the reviewer to review

b. Buyer account browsing

c.Browsing by American friends

3. Advertisement-related products: Add related product information in the background CPC keyword settings

Product sales

1. Record your competitors’ rankings and your own rankings every day (see SOP)

2. QA execution (refer to SOP): the execution status is recorded in the table every day

3. Review Execution:

1. Send a few samples before opening the listing

2. After opening, contact the reviewer to place an order and keep a record

3. There is 1 review on the first day of listing, and the review is completed in 3 weeks

4. Data for the first week: 8, 10, 8, 5, 10, 10, 10

5. Second week data: 5, 3, 6, 5, 4, 5, 5

4. Related Execution: The execution status is recorded in the table every day

5. Share function

1. 100+ in the first month, 200+ in the second month

2. Channels

a. Log in to the buyer's account share

b. Reviewer share

c. Make a giveaway and ask for share

d. Make blog posts and youtube shares

e. Make off-site deal shares

6. Add to Cart and Add to Wishlist

1. 60 each in the first month

2. Channels

a. Buyer's account

b. Evaluator

c. Third-party services

d. American friends

7. On-site promotion

1. Carry out tiered promotions on new products after they are put on the shelves

2. Apply for LD and BD after about 20 days on the shelf

a. Ensure high conversion rate one week before promotion

b. Artificially control the ranking of additional purchases during promotions

8. CPC

1. Time: about 3 weeks on the shelf/30 reviews/BS starts cpc

2. Budget: 2 months as a cycle, 2% as promotion fee

3. Keywords

a. Combined with search term

b. Concentrate firepower and defeat them one by one

4. Observe the effect and make timely adjustments

9. Off-site promotion

1. Budget: 2 months as sales cycle, 1-2% as promotion fee

2. Evaluation

a. Time: Simultaneous with Review

b. Quantity: 20-50

c. Channels: Youtube, blogrevew, etc.

3. Official website promotion

a. Time: Once it is launched

b. Method: Create a banner or video and add promotional information

4. Giveaway

a. Time: about 2 weeks on the shelf

b. Quantity: 20-50

c. Channel: FB, Giveaway site

5. Deal site

a. Time: about 1 month on the shelf / 60 reviews

b. Quantity: According to inventory and promotion plan

c. Channel: deal website

6. EDM Marketing

a. Send emails to official website subscribers

b. Emails collected by AMZ Helper

7. Off-site FB advertising

Remark

Build your own off-site resource library and access it on demand

Expand off-site channels

Focus on the top 20 similar products, hot new releases, fastest growing products, and track off-site channels

Focus on the promotion channels of new products that sell well (same category/different category)

Record the price, order quantity, activity effects and side effects of related products in each channel

Post-maintenance

1. Keyword ranking

1. Principle: Focus on conversion

2. Method

a. Increase the CPC of the keyword

b. Use the keyword as a link deal

c. Keyword order brushing

2. Star Rating

1. Remove negative reviews:

Contact the customer of the order in time

2. Add positive comments

a. Evaluator

b. Review-boosting platform

c. Buyer's account

d.BQ follow-up comments

3. Association Maintenance

END

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Before going online

1. Market Research

1. Market Research Top 30 Competitors

2. Positioning

3. Supplier communication

4. Stocking plan (see SOP)

5. Delivery plan (see SOP)

2. New Product Launch

1. Product development introduction product information

2. Raise pain points

3. Write a Listing

1. Filter out small categories that are easy to get BS

2. Text

3. Pictures (see SOP)

4. Keyword screening

1. Source

2. Classification

3. Method: Organize keywords into Excel and classify them

Product is coming soon

1. QA Plan

1. Quantity: 60 in the first month

2. Question collection (see SOP)

3. Questioning channels

2. Review Plan

1. 60 on the homepage, 150 in the second month, with a star rating of 4.8 or above

2. Review channel

3. Affiliate Program

1. FBT products

2. Look at the product again and again

3. Advertisement-related products: Add related product information in the background CPC keyword settings

Product sales

1. Record your competitors’ rankings and your own rankings every day (see SOP)

2. QA execution (refer to SOP): the execution status is recorded in the table every day

3. Review Execution:

1. Send a few samples before opening the listing

2. After opening, contact the reviewer to place an order and keep a record

3. There is 1 review on the first day of listing, and the review is completed in 3 weeks

4. Data for the first week: 8, 10, 8, 5, 10, 10, 10

5. Second week data: 5, 3, 6, 5, 4, 5, 5

4. Related Execution: The execution status is recorded in the table every day

5. Share function

1. 100+ in the first month, 200+ in the second month

2. Channels

6. Add to Cart and Add to Wishlist

1. 60 each in the first month

2. Channels

7. On-site promotion

1. Carry out tiered promotions on new products after they are put on the shelves

2. Apply for LD and BD after about 20 days on the shelf

8. CPC

1. Time: about 3 weeks on the shelf/30 reviews/BS starts cpc

2. Budget: 2 months as a cycle, 2% as promotion fee

3. Keywords

4. Observe the effect and make timely adjustments

9. Off-site promotion

1. Budget: 2 months as sales cycle, 1-2% as promotion fee

2. Evaluation

3. Official website promotion

4. Giveaway

5. Deal site

6. EDM Marketing

7. Off-site FB advertising

Post-maintenance

1. Keyword ranking

1. Principle: Focus on conversion

2. Method

2. Star Rating

1. Remove negative reviews:

2. Add positive comments

3. Association Maintenance

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