Better Advertising with BTR Media

#034 - In this episode of "Better Advertising with BTR Media", host Justin Nuckols interviews Justin Chen, co-founder of Pickfu, a market research tool that helps sellers and brands gather consumer feedback before investing heavily in product development and advertising. They discuss the importance of testing and iterating on creatives, such as packaging, main images, and videos, to improve click-through rates and overall sales. Chen also shares case studies of brands that have seen significant improvements in revenue by using Pickfu. Tune in to learn how market research can help optimize your advertising strategies.

Key Takeaways:

• PickFu provides quick and private market research through targeted polls, which can significantly influence e-commerce success on platforms like Amazon and Walmart.
• Market research should be iterative and conducted before committing to product investments to avoid costly mistakes and ensure consumer resonance.
• PickFu stands out from other research tools by being user-friendly, making market research accessible to all types of users.
• Video and AI content is increasingly important in e-commerce and advertising, and PickFu is adapting to allow testing of these mediums for better ad performance.
• Testing creatives and making data-driven decisions with tools like PickFu can lead to immediate ROI and sustainable business growth.

#033 - In this episode, Justin and Destaney reflect on the past year of BetterAMS and discuss the challenges, growth, and opportunities they encountered. They highlight the significant milestones they achieved, such as team growth and the development of a strong company culture. They also discuss the challenges they faced, including defining their ideal client and saying no to certain brands. The conversation then shifts to client topics, with a focus on the prominent trends and topics that emerged in client conversations throughout the year. They discuss the importance of understanding the changing landscape of Amazon advertising and the need to focus on upper-funnel strategies. The episode concludes with a discussion of personal growth and goals for the future, as well as a teaser for the exciting plans and surprises in store for 2024.

Key Takeaways:

• Building a strong team and company culture is essential for scaling and providing excellent service to clients.
• The Amazon advertising landscape is evolving, with a greater emphasis on upper-funnel strategies and creative development.
• It is important to define your ideal client and focus on working with brands that align with your expertise and long-term goals.
• Personal growth and networking are crucial for success as an entrepreneur, and surrounding yourself with like-minded individuals can provide support and inspiration.
• Embracing change and facing fears can lead to personal and professional growth.

#032 - In this episode, Justin Nuckols interviews Michael Kaminsky, a data scientist and founder of Recast. They discuss the importance of measuring the incremental return on marketing spend and how marketing mix modeling can help brands optimize their budget allocation. Michael shares his insights on running experiments to determine the true incrementality of different marketing channels, as well as the challenges of measuring the impact of advertising on platforms like Amazon. They also touch on Amazon Marketing Cloud (AMC) and the need for more experimentation tools in retail media.

Key Takeaways:

• Marketing mix modeling helps brands measure the incremental return of their marketing spend and optimize their budget allocation.
• Running experiments can provide valuable insights into the true incrementality of different marketing channels.
• It is important to isolate variables and measure the impact of specific changes in marketing strategies.
• Different marketing channels have different dynamics, and the frequency of remeasuring their impact depends on various factors.
• Retail media platforms like Amazon could benefit from providing more experimentation tools to help brands determine the true ROI of their advertising spend.

#031 - In this episode of the Better Advertising with BetterAMS, host Destaney interviews Jack Lindberg, a LinkedIn influencer and technical expert in the Amazon space who serves as the Director of Analytics at The Mars Agency. Jack shares his journey from being an opera singer to becoming an expert in AMC. (no we are not kidding!) He emphasizes the importance of continuous learning and staying up to date in the ever-changing world of e-commerce. Jack also discusses the challenges and opportunities of using AMC for data analysis and decision-making. He highlights the need for better integration between data producers and data users to ensure that insights lead to actionable strategies. Jack also introduces a new SaaS tool called Noctis that aims to make AMC more accessible and help users generate novel use cases.

Key Takeaways:

• AMC is a powerful tool for data analysis and decision-making in the Amazon advertising space.
• The biggest challenge with AMC is the disconnect between data producers and data users.
• AMC can provide valuable insights for measurement, attribution, and audience targeting.
• Jack is working on a new SaaS tool called Noctis (https://analyticindex.com/noctis/) to help users generate novel use cases for AMC.
• The future of AMC lies in user identity resolution, off-Amazon behavior analysis, and shopper profiling.

#030 - Shaun Rachau, founder of Ryno Sports, and Adam Mellot, Senior Ad Strategist at Better AMS, discuss their first year working together to grow Ryno Sports as an online marketplace brand for MLB Players, Inc. merchandise. They highlight the challenges and opportunities of marketing player-specific gear, navigating licensing agreements, and expanding into new marketplaces like Walmart and TikTok Shop. They also discuss the importance of seasonality and collaborations with artists to drive brand awareness and capture niche markets. Looking ahead, they plan to leverage their learnings to further optimize their advertising strategies and explore new licensing opportunities in the sports industry.

Key Takeaways:

• Ryno Sports focuses on player-specific MLB Players, Inc. merchandise, leveraging the licensing rights from MLB Players Association.
• The company's print-on-demand model allows for quick turnaround and the ability to capitalize on trending players and events.
• Seasonality plays a significant role in sales, with spikes during the baseball season and major holidays.
• Collaborations with artists and social media influencers help expand brand awareness and reach new audiences.
• Expanding into new marketplaces like Walmart and TikTok Shop presents growth opportunities for Ryno Sports.

#029 - In this special episode of Better Advertising with Better AMS things are about to get really exciting! Your hosts, Destaney Wishon and Justin Nuckols, will be chatting with the awesome Amazonians who brought us the latest cool tools from Amazon’s 2023 unBoxed keynotes. We’ve got Teresa, Ruslana, Kelly, and Jeff here to spill the beans and give us the inside scoop. We’re going to dive deep, ask the burning questions, and get to know all the amazing stuff these experts have been working on. So grab a seat, tune in, and get ready for a fun, friendly conversation filled with fresh insights and fascinating stories from the heart of Amazon’s advertising innovations!

Key Takeaways:

• Sponsored TV: Amazon's new offering aims to democratize TV buying and make it accessible to brands of all sizes.
• Leveraging Amazon Marketing Cloud (AMC): Brands can use AMC to gain insights and measure the success of their advertising campaigns.
• Customization and Measurement: Brands should use the right mix of advertising tools and strategies to reach their target audience and achieve their business goals.

#028 - In this episode of the Better Advertising with Better AMS podcast, host Destaney Wishon interviews Bryan Porter, co-founder of Simple Modern. They discuss the importance of building a brand on Amazon, the evolution of Simple Modern's brand strategy, and the role of advertising in their growth. Bryan shares insights on how they have honed in on their brand angle, the value of high-quality content in product listings, and the impact of packaging on the customer experience. He also discusses the transition from a tactical approach to advertising to a more long-term, strategic mindset. Brian highlights the importance of balancing short-term profitability with long-term brand building and the role of advertising in achieving organic rankings. He shares his experiences with different types of Amazon advertising, including branded, competitor, and generic keywords, and the value of influencer marketing. Bryan also discusses their plans to expand into higher-end retail channels and the challenges of balancing leadership and industry expertise.

Key Takeaways:

• Building a brand on Amazon is essential for long-term success and differentiation from competitors.
• High-quality content, including imagery and packaging, helps to create a positive customer experience and build trust in the brand.
• Balancing short-term profitability with long-term brand building is crucial for sustainable growth.
• Different types of Amazon advertising, such as branded, competitor, and generic keywords, have varying levels of impact and value.
• Influencer marketing can be a powerful tool for driving sales and increasing brand awareness.
• Expanding into higher-end retail channels requires a focus on product differentiation and pricing strategies.
• Balancing leadership and industry expertise is a challenge that requires building a strong team and leveraging individual strengths.

#027 - Josh Leon is an advertising specialist and partner at Panther Vision, an outdoor gear and lighting brand. He has extensive experience in marketing and has successfully launched products on both Amazon and Kickstarter. In this episode, Justin Nuckols interviews Josh Leon from Panther Vision about their experience with crowdfunding on Kickstarter. Josh shares how they started on Amazon before venturing into Kickstarter and how the platform has helped them develop their brand identity and unique products. He discusses the importance of storytelling and connecting with the target audience on Kickstarter, as well as the benefits of receiving feedback and refining products before launching on Amazon. Josh also highlights the growing popularity of Kickstarter and the opportunities it offers for brands to test new ideas and expand their reach.

Key Takeaways:

• Kickstarter allows brands to connect with their target audience and develop a unique brand identity.
• The platform provides an opportunity to receive feedback and refine products before launching on Amazon.
• Kickstarter is a growing space with a lively community and offers untapped opportunities for entrepreneurs.
• Crowdfunding on Kickstarter can help brands test new ideas and push the boundaries of their products.

#026 - Gabriel Cáceros joins host Justin Nuckols to discuss the international side of ad management on Amazon. They focus on the differences between advertising on Amazon in the US and in countries like Mexico. Gabriel explains that Amazon Mexico is one of the fastest-growing marketplaces and highlights the unique advertising strategies and opportunities available in these international markets. He emphasizes that while the conversion rates may be lower in international marketplaces, the CPCs (cost per click) are significantly cheaper, making it a favorable environment for advertisers. Gabriel also discusses the importance of brand awareness campaigns and the effectiveness of ad types like sponsored display and sponsored brands video in driving brand recognition and sales.

Key Takeaways:

• International marketplaces like Amazon Mexico offer cheaper CPCs compared to the US, making it a cost-effective advertising opportunity.
• Conversion rates may be lower in international marketplaces, but the lower CPCs can still result in a good return on ad spend (ROAS).
• Brand loyalty is strong in international marketplaces, with consumers often searching for specific brands rather than generic product keywords.
• Sponsored display and sponsored brands video are effective ad types for generating brand awareness and capturing customer attention in international markets.

#024 - BetterAMS' own Destaney & Dustin discuss the latest Amazon Advertising developments, including Amazon Marketing Cloud & Amazon Marketing Stream. Dustin shares his insights on the value of these tools and how brands can leverage them to improve their advertising campaigns. The conversation also covers the downsides of Amazon Marketing Stream and the importance of staying up-to-date on the latest developments in Amazon Advertising. Additionally, they discuss the impact of day parting on CPCs and the potential for Marketing Stream and Day-Parting solutions for smaller brands.

#019 - Kyle Peters is the one developing your next favorite product from Nestle. Learn about how his teams research, test, and iterate on product concepts before they reach a national rollout. One of private label sellers biggest headaches, Kyle details what metrics are most important when deciding if products in your catalog should be discontinued to free up investments for other projects. And when it is time to bring the product to market, we cover how face-to-face product demos and sampling can build a passionate base of customers who will help you cut through the noise on marketplaces today.

#017 - From our talk in late 2022, Brenton Baderdeen from P&P Imports joins us to reflect on Black Friday/Cyber Monday performance, how their brands structure & advertise across a seasonal catalog, and how they use CommerceIQ to efficiently scale their advertising and reporting. We get very specific on Amazon creative ad type recommendations, from how long your Sponsored Brand video should be, to the type of audio to play over it, and the best copy for conversions and attracting New-to-Brand customers. If you've wanted to explore more of Sponsored Brand and Sponsored Display, Brenton has tons of wisdom to jumpstart your efforts.

#016 - Zulay Kitchen has been a dominant brand in the Home & Kitchen category for years, and largely due to the genius & branding insights of Aaron Cordovez. Hear how to find the next product to launch by using Amazon's most obvious data, as well as how to use pricing across your products to build a moat competitors cannot defeat - look at Zulay's milk frothers as a case example. Aaron talks on his offering to help sellers expand to new marketplaces like Walmart at no-risk with Aaron's expertise. We'll cover Samurai Seller, an affordable ad management software, for sellers looking for a solution to take advertising off your plate. Links are below for all resources in this episode.

#015 - Wonderskin is a great case study for their viral Tik Tok success, and Founder & CEO Michael Malinsky joins us to talk about how they built a brand with key advantages in the marketplace - it was fun to share & talk about with friends, and made you want to return to the brand to shop additional products. These edges helped their advertising efficiency in such a competitive category as makeup by building a relationship with their customers in a experiential, visual way.  

#014 - PetIQ is a brand that has put focus on building a digitally native brand with incredible insights behind their customer acquisition strategies. Kyle Lembke of the PetIQ team joins to discuss how to build an e-commerce team with various marketing experts like TikTok, calculating your customer acquisition costs compared to lifetime value, and exploring how many Prime Days and promotional days is too much for a brand. Stick to the end to hear Kyle & Destaney's thoughts on Amazon Unboxed event from late October.

#013 - We've all seen Amazon release features that look similar to social media & Instagram specifically. All things from running Amazon Lives to the incremental exposure from Amazon Posts, Emery Steinweg talks about how Lovepop uses new social features to engage with their shoppers in ways most sellers currently are not. Learn how strengthening this area of advertising can open a form of email marketing directly to your Amazon customers, potentially help you avoid negative reviews, and boost impressions when running deals & promotions.

#012 - If you haven't brought a data scientist onto your team but want to understand your marketing spend in ways Amazon can't show, Michael tells us about his experience with external tools. For a brand that is sharing space between a one-time purchase vertical & another in a CPG, repeat-purchase vertical, Michael must set & measure KPIs accordingly. We also discuss the new DSP beta targeting features that are allowing Michael to cross-sell his products to existing subscribers in the brand.

#010 - Keith Hamann is our guest today and joins with a wealth of knowledge in e-commerce marketplaces built over the past several years, even as an FBA owner himself at one time. Listen in for various Amazon marketing topics such as:

#008 - Ever wonder what happens to the marketing efforts after brands are sold to Amazon aggregators? Today we talk with the Head of Marketplace Advertising, Sumit Garhwal, from Marketplace Powerbrands to learn about:

• How to continue growing mature brands 
• How to prevent your own brands from competing with themselves
• Importance of clean structures & nomenclature in your advertising
• Scaling with a team & processes as your catalog grows
• What a dream brand to acquire looks like

#006 - One of the ecommerce community's most active LinkedIn members, Josh Justice joins the show to chat topics from educating corporate boardrooms on full funnel Amazon advertising, to setting the right KPIs according to different campaign strategies, and more. As the Search Marketing Manager at the LEGO Group, one of the greatest toy companies in the world, Josh tells of the lessons he's learned along the way working at an agency, private label supplement brand, and even living in China where many Amazon sellers source their products from.