Amazon’s “Flywheel” concept has been extensively written about and in summary is concept focused around strategic compounding – in the case of Amazon by reducing prices to attract more customers, which would make their infrastructure and fixed costs more efficient but also lead to further volume to negotiate better deals with suppliers, and cheaper prices for consumers.
Interestingly, when it comes to advertising on Amazon, very few brands and agencies apply this same (highly successful) holistic thinking to their own success.
They typically focus solely on search (sponsored products/brands) and driving acquisition costs lower, thus affording more media to then bid greater amounts and win higher share of those actively (and consciously) looking to purchase a specific product. While that approach will lead to some short-term successes - gaining a marginally greater share of the in-market audience – it misses the “Flywhweel” opportunity that additional media can add.
The Podean Accelerator takes advantage of this “Flywheel” effect.
We agree that maximizing your share of customers looking for your product is wise. And also conquesting active shoppers within your product categories.
But we know that branding activities have an exponential impact on short term sales (increase search conversions, conquest new audiences, build brand affinity and preference) through to the long-term benefits including consumers no longer considering other brands in your category, halo effect on other products in your portfolio, higher likelihood of positive reviews and higher conversion to subscribe and save.
There are so many options to grow your brand using Amazon. Amazon can offer very specifically-targeted video and display creative, larger format custom executions like homepages takeovers and engagement ads, audio ads via Alexa or even branded delivery boxes and sampling campaigns.
There are no other Amazon specialist agencies that have the experience of delivering holistic media planning for Fortune 100 clients.
Only Podean can.
We have managed brand and performance communications for some of the world’s leading brands and can do the same for yours. Our proprietary analytics methodology will determine the right balance between activities to deliver optimal results within the entire Amazon ecosystem and aligned to your broader media and marketing activities.
One final note… many performance agencies don’t understand this concept and choose not to. Many brands pay their agencies solely based on Amazon search performance and we know this success is often driven by broader media placements, social media coverage and PR activities of your brand.
Podean will strike the right balance for your short and long term sales goals.
PRIVACY NOTICE Podean (referred to as “our”, “us” and “we” in this notice) is a media consulting company. We help our clients improve their ecommerce and online branding performance . We believe that the responsible use of data support business growth and builds strong relationships between brand and consumer. As a business, we are committed to respecting and protecting the privacy of all individuals with whom we interact. We are committed to being transparent in our handling of personal information and processing personal information at all times in accordance with applicable privacy and data protection laws. This Privacy Notice explains how we may collect and use personal information from you when you use our website (www.podean.com). 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You may withdraw your consent to our processing of your personal data that has been derived from cookies. If you do withdraw consent, that will not affect the lawfulness of what we have done with your personal data before you withdrew consent; • Complain to your local data protection authority about our collection or use of your personal data. For example, in the UK, the local data protection authority is the UK Information Commissioner's Office. If you exercise the rights above and there is any question about who you are, we may require you to provide information from which we can satisfy ourselves as to your identity. If you are from the European Economic Area and would like to exercise any of these rights in relation to any information we hold about you via this website, please contact us using the contact details provided below. We will consider and respond to your request in accordance with the relevant law. OUR RESPONSIBILITY FOR WEBSITE LINKS This Privacy Notice is limited to the personal information which we collect and use via this website. If you follow any links on this website, you should use these sites in conjunction with their applicable user and privacy notices as their data practices fall outside the scope of this Privacy Notice. Further, we can have no responsibility for or control over the information collected by any third-party website and we cannot be responsible for the protection and privacy of any information which you may provide on such websites. UPDATES This Privacy Notice may be updated from time to time to reflect changes in law, best practice or a change in our practices regarding the treatment of personal information. If you do not agree to the changes, please do not continue to use our website. You should check this notice frequently for updates. This notice was last updated 10th November, 2018. 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