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Michelle Barnum-Smith covers the 5 step protocol for new product launches
- Michelle has been running Messenger marketing campaigns for last 18 months
- Been in marketing for 20 years and focused on Messenger Chatbots for Amazon
- Early adoption gives cheaper cost per click
New Product Launches
- How to launch new products with Messenger to get listings off to a good start on Amazon
- Have a 5 step protocol for new product launches to get you ranked
Step 1 – Launch your VIP group
- You have 250-500 subscribers on Messenger already
- Create a VIP audience and say they are your love group and get deals and offers, etc
- You have trained them to be responsive to you
- Launch your deep offers to your VIP groups first
- Drip over a 7-10 day period using whichever URL is working best (i.e. Storefront, etc)
- Discount – not recommending 90% as you attract the wrong kind of people to you list
- Usually 50% off is good enough for your VIP list
- Make sure your listing is not already lowered and start at your max retail price and then go 50% off that
- Either use an on-listing promotion (clickable coupon) or off-listing single-use coupon as the way to go
- Figure out on your keyword research to figure out how many sales do I need to make per day against the keyword for me to rank
- Usually a 10 day drip is long enough to get you ranked
- Click through rate is higher
Step 2 – Group offer (week 2)
- Send out a general offer to the rest of your list
- Say 20-30% off to the rest of your Messenger list
- If your list price is at full price then not a big hit
- You can also follow up for reviews
- 10 days after the 1st campaign for VIPs has ended then you push this campaign
- Have review flows built into the followup sequences
- This will have built your sales velocity and history for Amazon to read
Step 3 – Product Testers
- If you don’t have enough reviews or rank then go to step 3
- You can stop here if your satisfied with rank and reviews
- This can be seen as abnormal review behaviour – do not lead with this
- Has to be embedded in traffic activity so it looks like normal behaviour
- Depends how competitive your niche is with this 5 step protocol for new product launches
- This is a sub segment of say 50 people in your list
- If you need additional reviews – issue a rebate offer or a ‘product tester’ – Hey we’re launching a new product and need some testers. If you can leave us a review we will rebate you the price of the product
- You achieve this using Messenger chatbot layering of questions to ask and qualify people
- Be very disciplined and don’t lead with this on its own
Step 4 – Organic Traffic sources
- Organic traffic sources – previously built out branding activity – Facebook, email list, instagram
- Promote to these other resources now after Messenger engagements to gain additional velocity
- The general 20-30% offer out to your wider list
Step 5 – Cold Traffic
- If you need more velocity
- Run FB ads with coupon offer directly to your listing via Messenger
- Giveaway campaigns with general buzz
- Get new subscribers, refresh your Messenger list
- Does cost money for ads cost in this step
