{"id":26986,"date":"2023-08-14T08:14:15","date_gmt":"2023-08-14T16:14:15","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26986"},"modified":"2024-02-06T07:19:28","modified_gmt":"2024-02-06T15:19:28","slug":"brand-tailored-promotions-explained-tips-best-practices","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/ad-performance-optimization\/brand-tailored-promotions-explained-tips-best-practices\/","title":{"rendered":"The best ways to leverage Brand Tailored Promotions","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The new <a href=\"https:\/\/sell.amazon.com\/blog\/announcements\/brand-tailored-promotions\">Brand Tailored Promotions<\/a> tool is about to change how discounting happens on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Here\u2019s why: With Brand Tailored Promotions, brands can create a wide range of segmented discounts for the first time.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Rather than creating coupons or deals that are available to anyone, you can reach only the groups of shoppers you most want to target.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Up until now, Amazon only allowed sellers to segment out discounts based on whether or not someone is an Amazon Prime, Family, Health, or Student member. But with this tool, you can target promotions to several key groups:&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Cart abandoners<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Repeat customers<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Recent customers<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">High-spend customers<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Potential new customers<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Brand followers<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The end result, ideally, is a whole lot of incremental sales. You can move the needle on multiple different groups of people who are already close to buying from you.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Brands and agencies that we spoke to told us that Brand Tailored Promotions seems to be one of Amazon\u2019s most exciting new products in a while. \u201cI think this is a game changer,\u201d Joe Stefani, founder of Desert Cactus, told us.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\"><strong>What can you do with Brand Tailored Promotions?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Here are some ideas of what you can do with these new promotions:<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Re-target cart abandoners with a discount<\/strong>.<strong> <\/strong>This is probably the clearest use case of any of the promotion opportunities. Now, you can target promotions to shoppers who added one of your brand\u2019s products to their cart, but didn\u2019t purchase, sometime in the last 90 days.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Sending discounts to cart abandoners is a staple of DTC marketing. The extra nudge is a way to close the sale. Now, you can do the same on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">\u201cIt\u2019s a great opportunity that we did not have before to generate incremental sales on Amazon,\u201d Liran Hirschkorn, founder and CEO of Incrementum Digital, told Intentwise. Without it, \u201ca lot of these sales you would not have gotten.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Cross-sell to high-spend customers:<\/strong> These are the shoppers who have spent more on your brand than 95% of your other customers over the last 12 months.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Because they a) have money to spend and b) have proven themselves fans of your brand, they are ripe for a cross-sell.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Add a small discount to all of your brand\u2019s products for these customers, and you might see a downstream sales spike.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>CPGs should go after recent or repeat customers. <\/strong>The usefulness of targeting recent customers depends a lot on what you sell. If you focus on consumables, then targeting promotions to recent or repeat customers is extremely valuable.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">If you sell a big product that is infrequently re-purchased, like a bed frame? Probably not so much.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Test pricing strategies with Potential New Customers<\/strong>. Let\u2019s say your product is a bit more expensive than some of your competitors. What if you wanted to understand to what extent your price is scaring away interested customers?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Using Amazon\u2019s Potential New Customers audience, you can reach people who are already considering your brand. These are customers who clicked on your brand\u2019s products in the last 90 days, but who haven\u2019t bought from your brand in a year.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Running a discount that targets Potential New Customers can be a great way to figure out how much demand is impacted by your price.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">For example, if the promotions that target Potential New Customers result in a sales spike, maybe you should consider lowering your overall price.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-which-of-these-audiences-are-most-effective\"><strong>Which of these audiences are most effective?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The audience that proves most effective depends a lot on your brand.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">A lot of agencies and brands are excited about the cart abandonment audience. But Joe Stefani, who has been testing Brand Tailored Promotions since mid-July, said he\u2019s found that one audience seems to be redeeming these promotions at the highest rate: recent customers.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">According to Stefani, recent customers have a <strong>roughly 3x higher<\/strong> percentage share of redemptions than the next most-engaged audience, repeat customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-are-there-any-drawbacks-to-brand-tailored-promotions\"><strong>Are there any drawbacks to Brand Tailored Promotions?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Before you rush off to create Brand Tailored Promotions, we need to underscore a few important points.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Tailored Promotions do not displace existing coupons and deals<\/strong>. As Amazon <a href=\"https:\/\/sellercentral.amazon.com\/help\/hub\/reference\/external\/GFM3F4GG5EYCC5XC?initialSessionID=apay%3D136-1943438-0122755&amp;ld=NSGoogle&amp;ldStackingCodes=ELUSSOA-www.linkedin.com%3ENSGoogle\">noted<\/a> in its FAQs, if you\u2019re already running a coupon or a deal for everyone, Tailored Promotions <em>may<\/em> combine with those existing discounts (depending on the nature of the discounts).&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That\u2019s important to keep in mind.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">When you run Brand Tailored Promotions, keep track of whether or not you have a coupon running on the product. If you do, your segmented audiences might be able to combine discounts. That could cut into your profit margins.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Tailored Promotions are only available at the brand level.<\/strong> Right now, when you turn on Brand Tailored Promotions, the promotions apply to your <em>entire<\/em> brand.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">You can\u2019t yet select to apply these promotions only at the ASIN-level\u2014though Amazon says those capabilities are coming soon.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"666\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-1024x666.png\" alt=\"\" class=\"wp-image-26990\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-1024x666.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-300x195.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-768x500.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-1536x999.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-2048x1332.png 2048w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/08\/screenshot-for-brand-tailored-promo-560x364.png 560w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Tailored Promotions aren\u2019t easy to find. <\/strong>The only downside of these targeted discounts is they can be hard for customers to find. A customer doesn\u2019t receive a notification that they\u2019re eligible for a discount.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Instead, customers have to discover these coupons organically in search, on a product detail page, or in the promotion shopping page. The Brand Tailored Promotions comes with a green badge that announces itself as a \u201cFollower promo\u201d or \u201cExclusive promo.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That puts a slight damper on targeting some of these groups.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Let\u2019s say someone abandoned cart on one of your products. Sure, you can now offer them a target discount. But for them to see it, they have to already be searching out your brand, or notice the item still in their cart.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Sponsored Products ads can also help move the needle here. They allow the coupon to be seen on the search results page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-one-last-takeaway-expect-your-brand-follower-count-to-go-up\"><strong>One last takeaway: Expect your Brand Follower count to go up<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">We suspect that some of these new audiences are designed to influence customer behavior.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Take promotions targeted to the \u201cbrand followers\u201d audience. With this audience, Amazon is probably trying to drive more attention to its Brand Stores.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">As Brand Tailored Promotions gain in popularity, shoppers will soon begin to realize that, if they follow a brand\u2019s store, they can be eligible for exclusive discounts. That will probably encourage more people to visit and follow your Brand Store page.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">As that happens, prepare for an uptick in traffic to your Brand Store. That means using high-quality assets for your store is a must.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Want to know more about how to create a converting Brand Store? Luckily, our webinar this week <a href=\"https:\/\/www.intentwise.com\/lp\/webinars\/a-marketers-guide-to-mastering-amazon-content\">discusses exactly that<\/a>.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>The new Brand Tailored Promotions tool is about to change how discounting happens on Amazon.&nbsp; Here\u2019s why: With Brand Tailored Promotions, brands can create a wide range of segmented discounts for the first time.&nbsp; Rather than creating coupons or deals that are available to anyone, you can reach only the groups of shoppers you most [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":26992,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[21],"tags":[165,166,96,155],"class_list":["post-26986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-performance-optimization","tag-brand-tailored-promotions","tag-coupons","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: What is Brand Tailored Promotions?<\/title>\n<meta name=\"description\" content=\"Brand Tailored Promotions lets sellers segment out new kinds of audiences on Amazon for the first time. Here&#039;s how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/ad-performance-optimization\/brand-tailored-promotions-explained-tips-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The best ways to leverage Brand Tailored Promotions\" \/>\n<meta property=\"og:description\" content=\"Brand Tailored Promotions lets sellers segment out new kinds of audiences on Amazon for the first time. 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