Black Friday and Cyber Monday are crucial periods for retailers, and it is more important than ever for brands to ensure a robust e-commerce strategy ahead of these key dates.

This month, Jon Chambers and Marco Mau of Generation Media shared their five top tips with Toy World on how brands can succeed in the upcoming retail events.

Top tip number 1 is preparation. Start by creating a list of ASINs (Amazon Standard Identification Numbers) for the products you have submitted deals on. Following this, strategically allocate your investments to focus on the most attractive deals and your hero items.

Next, consider supporting ongoing items such as product clearance items with a second tier of support at a lower budget proportion. Separating different budgets based on priority of stock levels and core focuses will help you ensure your budget is spent efficiently. By adopting this approach, our clients have seen on average a 20%+ increase in performance last year.

Top tip number 2 is to use the full suite of ad placements and point to your Brand Store page (if possible). Maximise reach by utilising all available ad placements on Amazon. By spreading your ads across various placements, you can tap into a larger audience pool and increase your chances of exposure. Sponsored Brand and Sponsored Brand Video ads are particularly useful as they allow you to direct customers to your Brand Store page. Creating a dedicated Black Friday/Cyber Monday deal page on your Brand Store will enhance the shopping experience for visitors, leading to higher conversion rates and overall sales. It will also help your brand stand out in an extremely cluttered period.

The next three tips are: Stay calm and avoid last-minute changes to your strategy, focus, and ensure your budget can handle the increased traffic.

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