Buyers are always looking for the best prices. Whether it’s a special discount, a subscription service, or otherwise, customers want to know they are getting good deals on all their products and services. Amazon Prime Day takes the crown for the biggest online shopping day of the year, with record-breaking sales and tons of hype each year. July 15th and 16th are the days to look out for this year’s Amazon Prime Day. For Amazon itself, the day is a boost of sales, and for consumers, it’s a day to take advantage of cheap prices and stock up on products. Read on to learn more about preparing for your Amazon Prime Day Marketing!
What is Amazon Prime Day?
Prime Day is for Prime subscribers only. Products with Prime Deals will be displayed clearly, and discounts will show up in your shopping cart. For non-Prime Amazon shoppers, many discounts will be displayed as “with Prime.” Although there are some discounts for non-Prime shoppers, many may want to take advantage of Prime Day. If you want to take advantage of Amazon’s free 30-day Prime trial, the month of Prime Day is the perfect time to do so.
According to Salsify, Millennials and Gen Z are leading 75% of consumers overall who are planning to shop on Prime Day this year. Leaning into what Millennials and Gen Z are looking for when it comes to good deals will be paramount when preparing for your Prime Day marketing.
Knowing What Shoppers Are Looking For
Like any marketing venture, knowing your audience is paramount to converting sales. Your target audience will depend on your product or service.
Gen Z-ers are typically into flashy sales and products pushed urgently, and offer a feeling of exclusivity. To capture the Gen Z audience, you may consider offering limited-time deals or Prime-Day-Only products to encourage spur-of-the-moment sales and other impulse buys.
Older Millennials and especially Boomers are going to be more careful with their money. They tend to think carefully about deals and will look for the best product investments in things such as washers, dryers, and other large appliances, as well as televisions and similar large purchases.
The most common categories for purchasing during Prime Day are electronics, fashion, household supplies, and personal care and beauty products.
When planning your marketing campaign be sure to know what demographics you are targeting, whether with paid ads, user-generated content, or otherwise. The wrong messaging can turn your audience off from buying your brand, so be thorough in your marketing research and the ensuing content creation.
The Best Prime Day Marketing Campaigns
1. Poppi
Poppi is getting a head start on Prime Day Marketing by hyping up their deals far in advance. Poppi is making sure their consumers are not only going to buy their product, but buy the product in bulk. They’re using Call To Actions(CTAs) such as “Set your alarms and get ready for Prime Day!” Poppi is also offering a discount – albeit slightly less – in advance of Prime Day.
2. Kodiak Cakes
Kodiak Cakes, another food product, is pushing its once-a-year deals over email and SMS. They’ve tapped into their audience via email list and, like Poppi, are anticipating consumers buying their products in bulk. SMS messages are quick and to-the-point. Ideally, they should be able to be read even without opening the entire message on your phone. With emails you can show off your ads and other specialized designs, adding links to your best offers to easily convert consumers.
3. Thread Wallets
Accessory brand Thread Wallets takes a slightly different approach to their Amazon Prime Marketing. The SMS messages and ads prompt the consumer to click on their website, as opposed to their Amazon storefront. They are looking to boost site traffic and increase overall brand awareness.
Apply this to your Amazon Prime Day Marketing
1. Start early
Don’t wait till the last minute to begin your Prime Day promotions. Have a set plan – everything from tone, graphics, discounts, and overall messaging. Roll out that plan early without bombarding your consumers.
2. Offer early discounts
Like Poppi, offer early discounts with the corresponding messaging. Messages like “Can’t wait until Prime Day? Here’s 30% off!” not only drive awareness of Prime Day but also encourage buyers to purchase now. Not only might this drive more sales, but offering a discount implies that you care about your customers and want them to return.
3. Leverage social media
Be sure to leverage your own social media with content, graphics, and ads that point your buyers to your Amazon storefront. Leverage your influencer marketing early on and land some deals with influencers that resonate with your audience. Consider also using Amazon advertising services to boost your product visibility, drive more traffic to your listings, and retarget shoppers who’ve already shown interest.
4. Offer Prime Day Discounts
This is a no-brainer! Buyers want to see the best deals around. Not only are you competing against your own brand, as buyers will keep in mind the original prices of your products, but you are also competing with other brands for the best deals and lowest prices.
Think Black Friday in the early 2000s – that is precisely what your audience will be expecting come Amazon Prime Day. Bring out your best deals for these special days.
5. Don’t just rely on Prime Day
Salsify also finds that 54% of consumers will be taking advantage of deals from Target Circle Week and Walmart Deals. Take some notes from your Prime Day marketing campaigns and apply them to other deals throughout the year. Be sure to pay attention to which deals and campaigns resonate most with your audience and use that data to improve your marketing campaigns.
Conclusion
All in all, your business should definitely take advantage of Prime Day. Be sure to prep your Prime Day Marketing early. As you’re gearing up your graphics, copy, and CTAs, be sure to take a look at what your audience is responding to. Millennials and Gen Z especially are leading the shopping charge this year, so you surely want to drive your message home with their demographics.
This article was written by Ava Fischer
