The Hydrow High: Bruce Smith, Founder & CEO of Hydrow - Episode 312

Bruce Smith is the Founder & CEO of Hydrow, the leading at-home connected rower that brings the on-water experience of rowing straight to your home. A lifelong entrepreneur, rower and coach, Bruce has dedicated his career to helping others experience the power of the sport at all levels. Bruce founded Hydrow to capture the unique experience of on-water rowing and make it universally accessible, helping people everywhere feel more connected to one another and live healthier lives on a daily basis.</p> In this podcast, host Kiri Masters and Bruce discuss:</p> <ol> <li>How did Bruce first fall in love with rowing?</li> <li>How Bruce led Community Rowing in Boston to become the largest rowing outreach organization in the world, and tripled operating income of the organization, during the great financial crisis.</li> <li>How Bruce came to found Hydrow and early days.</li> <li>How Hydrow is building a content-first, product-led DTC strategy.</li> <li>How personalization has been a big unlock as a strategy - leveraging 1P data from customers. In comparison to a market awareness approach.</li> <li>Hydrow also sells on Amazon. At one point in time, that was taboo for DTC brands. What place does marketplaces like Amazon have for Hydrow, now and in the future?</li> </ol>

00:24:16

Mondelez Global Ecommerce Director, Colleen Basaydin: “Raise Your Hand and Take Risks” - Episode 311

<p dir="ltr">In this episode of The Ecommerce Braintrust, Kiri Masters talks with Colleen Basaydin, Global eCommerce Director at Mondelez, about the challenges and strategies in the digital commerce space. They discuss the importance of being where the customer is, adapting to changing trends, and the value of marketplaces like Amazon.</p> <p dir="ltr">With over 20 years of expertise in Sales, Customer Marketing, and Digital Commerce, Colleen has worked with a diverse range of retail customers and brands. She transitioned into the digital commerce space over a decade ago, starting with the baby gear industry and supporting companies like Newell Brands during their digital transformation. She now plays a pivotal role at Mondelēz, guiding their approach to digital commerce and educating the company on best practices, particularly in their relationship with marketplace giant, Amazon. </p> <p dir="ltr">In today’s episode, Kiri and Colleen discuss:</p> <ul> <li dir="ltr"> <p dir="ltr">Colleen emphasizes the need to be where customers are and adapt to their changing shopping behaviors.</p> </li> <li dir="ltr"> <p dir="ltr">They highlight the blurring lines between shopping channels and the importance of providing solutions that meet customer needs.</p> </li> <li dir="ltr"> <p dir="ltr">Colleen discusses consumer sentiment and trends to inform strategy, particularly in the marketplace space.</p> </li> <li dir="ltr"> <p dir="ltr">The challenges in the industry include the rapid pace of change, profitability concerns, and finding the right partners and capabilities for product development.</p> </li> <li dir="ltr"> <p dir="ltr">It is important to have a diverse team with unique skill sets and backgrounds to drive positive change.</p> </li> <li dir="ltr"> <p dir="ltr">Colleen shares her own career journey and the transformation of Mondelez's digital commerce team.</p> </li> <li dir="ltr"> <p dir="ltr">They also discuss the complexity of selling food products online, the importance of assortment planning, and the future growth of marketplaces.</p> </li> <li dir="ltr"> <p dir="ltr">Colleen's work with Amazon has led to significant growth and transformation for the company.</p> </li> <li dir="ltr"> <p dir="ltr">They highlight the importance of testing and innovation, particularly in markets like China.</p> </li> <li dir="ltr"> <p dir="ltr">The early days of selling on Amazon were described as the "Wild, Wild West" for big brands.</p> </li> </ul>

00:29:27

Lucky Dip Episode: Peak Season Dates, Amazon 3D, and 3 Helpful Amazon Marketing Cloud Reports - Episode 310

<p class="">In this episode of The Ecommerce Braintrust, Kiri Masters, shares updates and reminders related to peak season dates, including Prime Day and Black Friday Cyber Monday. She also discusses a fascinating update about Amazon Marketing Cloud, focusing on three key points: Day Parting Settings, Geotargeting, and AMC Custom Audiences. These best practices offer insights for optimizing advertising strategies and maximizing performance on Amazon.</p> <p dir="ltr">In today’s episode, Kiri talks about:</p> <ul> <li dir="ltr"> <p dir="ltr">Important Dates for Ecommerce Sellers</p> <ul> <li>Reminder to send FBA and Multichannel Fulfillment Inventory to Amazon by October 26.</li> <li>Importance of shipping inventory early due to potential carrier backlogs.</li> <li>Example of inventory shortage in previous Q4 season.</li> <li>Ensuring inventory arrives before cutoff dates to maximize advertising strategy.</li> </ul> </li> <li dir="ltr"> <p dir="ltr">Updates on Amazon Marketing Cloud</p> <ul> <li dir="ltr">Day Parting Settings: Report available in Amazon Marketing Cloud to view performance by hour. Testing showed slight increase in ROAS and Troas during non-midnight to 5 am hours.</li> <li dir="ltr">Geotargeting: Focusing on specific areas of states or DMAs can lead to more visibility and better performance. Test combining geotargeting and day parting for optimal results.</li> <li dir="ltr">AMC Custom Audiences: Creating an audience of customers who added products to cart but didn't make a purchase. Effective for reminding potential customers about the brand.</li> </ul> </li> <li dir="ltr"> <p dir="ltr">Benefits of Amazon Marketing Cloud</p> <ul> <li dir="ltr">Overview dashboard for analyzing customer journey and conversion paths.</li> <li dir="ltr">Audience Insights for understanding shopper demographics, location data, and interests.</li> <li dir="ltr">Using AMC Insights to segment targeting and optimize performance.</li> <li dir="ltr">Success story of account's performance growth after incorporating AMC before Prime Day.</li> </ul> </li> <li dir="ltr"> <p dir="ltr">Integration of DSP and PPC with AMC</p> <ul> <li dir="ltr">AMC as an advanced reporting package suitable for Amazon DSP users.</li> <li dir="ltr">Bringing together data from DSP and PPC to understand their impact on performance.</li> </ul> </li> </ul>

00:19:41

Reprised: Ecommerce-Specific SEO Strategies - with Scott Walldren - Episode 309

<p class="">In today’s episode are revisiting the most popular episode of 2023, featuring Kiri Masters and the director of SEO in Acadia, Scott Walldren.</p> <p class="">Scott shares his insights and expertise on ecommerce-specific SEO strategies. With the changing landscape of paid traffic, SEO has emerged as a crucial long-term traffic strategy for retail and ecommerce brands. Scott dives into the key considerations and tactics necessary to optimize your online store for search engines.</p> <p class="">Make sure you tune in!</p> <p class="">Scott Walldren is the Director of SEO for Acadia since October 2022. Previously, he spent 8 years developing and eventually heading up the SEO practice at 360i for Dentsu international. In addition to SEO, Scott has managed millions in paid search spend for national brands at Digitas and Razorfish and as a consultant inside and outside of startups. He lives in the far north Atlanta suburbs (close to Lake Lanier) with his wife, 3 kids, and 3 cats.</p> <p class="">Incidentally, he has some hands-on experience (albeit about 10 years old) setting up a store, product feeds and running ads on Amazon when he was at Case-Mate.</p> <p class="">In today’s episode, Kiri and Scott discuss:</p> <ul> <li> <p class="">E-commerce-specific SEO strategies - What's different about ranking content for ecommerce vs other types of sites - It’s blessed and cursed by the nature of its templates and functions and as a result, you need to think through both your indexation strategy and how your content will be syndicated.</p> </li> </ul> <ul> <li> <p class="">What has changed in this area / what should be the focus in 2023 - Reputation matters more than ever. Who you are as an ecommerce business extends beyond your website and should include how you take ownership of your whole discoverable presence. I’m not just talking making sure you’ve claimed and utilized social media profiles but am speaking more about claiming and maintaining your Google Business Profile, and if applicable your knowledge panel.</p> </li> <li> <p class="">Biggest mistakes - What are ecomm brands usually doing wrong with SEO?</p> <ul> <li> <p class="">#1 mistake: Launching without consulting with a competent SEO or developer with proven SEO chops. It’s easier to let the cat out of the bag than to put it back in the bag.</p> </li> </ul> </li> </ul> <ul> <li> <p class="">Who’s getting it right? Scott is a huge fan of REI. Unlike many ecommerce sites, they have a strong brick and mortar presence which contributes significantly to their success. But strictly looking at their ecommerce approach they have put in the work to understand keyword strategy and how people search for product categories, products, and how-to guides.</p> </li> </ul>   <p class=""> </p>

00:27:19

The Walmart Marketplace Requires a Different Growth Strategy to Amazon, Here’s Why - Episode 308

<p dir="ltr">In this podcast episode, Kiri delves into the unique aspects of Walmart's marketplace and why simply copying and pasting content from Amazon won't yield meaningful results. </p> <p dir="ltr">She explores Walmart's Listing Content score and its impact on visibility, sales, and conversion. Learn why increasing the quality score from 70% to 90% can lead to a 13% increase in conversion and how to optimize your listing content for maximum success on Walmart. Kiri also discusses the differences in the content breakdown between Walmart and Amazon, along with the recent changes implemented by Walmart.</p> <p dir="ltr">Tune in as we unravel the intricacies of the Walmart algorithm and why it's worth considering Walmart.com as a channel for ecommerce growth. Whether you’re a brand looking to expand your online presence or a seller seeking a comprehensive understanding of the Walmart marketplace, this episode is packed with valuable insights to help you achieve your goals. So sit back, relax, and let's dive into the fascinating world of Walmart and its unique approach to ecommerce.</p> <p dir="ltr">In today’s episode, Kiri talks about:</p> <ul> <li dir="ltr"> <p dir="ltr">Walmart vs. Amazon - the importance of understanding the differences for ecommerce growth</p> </li> <li dir="ltr"> <p dir="ltr"> Walmart's Listing Content Score and Quality Score</p> </li> <li dir="ltr"> <p dir="ltr">Walmart's Content Optimization and Algorithm</p> </li> <li dir="ltr"> <p dir="ltr">Optimizing Content and Ad Strategy</p> </li> <li dir="ltr"> <p dir="ltr">Walmart's Attractiveness for Ecommerce Growth</p> </li> <li dir="ltr"> <p dir="ltr">Video Content on Walmart.com</p> </li> <li dir="ltr"> <p dir="ltr">Importance of Establishing a Presence on Amazon</p> </li> <li dir="ltr"> <p dir="ltr">Walmart's Third-Party Marketplace and Attribution</p> </li> <li dir="ltr"> <p dir="ltr">Content Quality Score and its Components</p> </li> <li dir="ltr"> <p dir="ltr">Obtaining Product Reviews</p> </li> <li dir="ltr"> <p dir="ltr">Impact of Quality Score on Conversion Rate and Sales</p> </li> <li dir="ltr"> <p dir="ltr">Importance of a High-Quality Score on Walmart</p> </li> <li dir="ltr"> <p dir="ltr">Tips for Optimizing Content on Walmart</p> </li> </ul>

00:38:19

How Brands Should Prepare for Q4 ‘Peak Season’ on Retail Marketplaces Like Amazon - Episode 307

Kiri shares lessons from past Q4's, as well as lessons learned from 2023's summertime Prime Day so that consumer brands can be best prepared for the peak selling season. Discussed in this episode: <ul> <li>Prime Day learnings - any level of Prime Day activity, no matter the promotion, led to a higher uptick in sales than not doing any promotions at all.</li> <li>Simplicity was in favor. Coupons were the top-used promotion among Acadia clients, Clients using coupons saw a 322% increase in daily sales compared to the daily average in the two-week lead-up to Prime Day. Clients offering anything between 5% and 75% off.</li> <li>Prime-exclusive discounts (PEDs) were the second most popular promotion.</li> <li>The flashier deals, like lightning deals and spotlight deals, are smart bets – for the brands that can afford them. These placements cost more and can be trickier to navigate</li> <li>Have backups for deals that don’t run.Advertising <ul> <li>Top-of-funnel ads that build awareness and consideration need to run early</li> <li>Switch to performance ads during the event to capture demand</li> <li>Understand that ad performance will suffer leading up to the event. Some brands say they don’t want to participate in running ads or discounts - beware!</li> </ul> </li> </ul> Ad spend rose 338% year on year, reflecting an annual trend in increased CPC of 30%. BUT conversion rose 23.6%, in step with spend. At the same time, ROAS was up, avoiding erosion thanks to higher overall prices and better conversion rates that offset higher costs. Consider that if your competitors are leaning into tentpole events with ads and promotions, but you are not, their BSR will improve and yours will fall behind. Are you willing to take a long-term hit for a short-term saving?   Read our 2023 peak season prep guidelines (with timeline!) <a href="https://acadia.io/q4-peak-season-preparation-for-retail-brands-2023"> here.</a> Read our Prime Day recaps on the <a href="https://acadia.io/amazon-prime-day-2021-the-results/">Acadia blog</a>.

00:22:04

How Ecomm Folks Can Educate Their C-suite with Dean McElwee - Episode 306

<p dir="ltr">In this podcast episode, Kiri speaks with Dean Mcelwee, Director of Global eCommerce Collaboration at The Stanley Black & Decker, and the author of "E-commerce for CEOs.".</p> <p dir="ltr">In this episode, the discussion centered on the importance of educating and influencing executives about e-commerce. Key tips included understanding executives' perspectives, tailoring communication styles, and emphasizing the benefits for the business. They talked about content's role in influencing buying decisions and the challenge of convincing executives unfamiliar with online shopping. </p> <p dir="ltr">Strategies for positioning e-commerce opportunities and the potential gains from advocating for e-commerce within a company were explored. </p> <p dir="ltr"> </p> <p dir="ltr">In today’s episode, Kiri and Dean discussed:</p>  </p> <ul> <li dir="ltr"> <p dir="ltr">The importance of educating and influencing executives in a company about e-commerce.</p> </li> <li dir="ltr"> <p dir="ltr">Tips for effectively educating and advocating for e-commerce within an organization, including understanding executives' perspectives, tailoring communication styles, and stressing the benefits for the business and brands.</p> </li> <li dir="ltr"> <p dir="ltr">The significance of demonstrating the role of content in influencing purchasing decisions, especially for showrooming customers.</p> </li> <li dir="ltr"> <p dir="ltr">The challenge of convincing executives who may not have much personal experience with online shopping.</p> </li> <li dir="ltr"> <p dir="ltr">Strategies for positioning e-commerce opportunities within a company, including commercial opportunities, marketing opportunities, and customer engagement.</p> </li> <li dir="ltr"> <p dir="ltr">Common mistakes made when trying to secure buy-in for e-commerce initiatives, such as not understanding the broader business context and being emotionally unaware.</p> </li> <li dir="ltr"> <p dir="ltr">The potential gains from taking risks in advocating for e-commerce internally, including refining the message, gaining credibility, and building awareness.</p> </li> <li dir="ltr"> <p dir="ltr">Dean McElwee’s book, "E-commerce for CEOs," which includes leaders not well-versed in e-commerce and those already in e-commerce looking to influence others.</p> </li> </ul>  </p>

00:25:40

‘Learn To Get Stuff Done’ with Josh Clarkson, Director of Digital at Russell Stover Chocolates - Episode 305

<p dir="ltr">In this podcast episode, Kiri speaks with Josh Clarkson, Director of Digital at Russell Stover Chocolate, a part of Lindt. They spoke about e-commerce strategies, marketplace dynamics, career growth, and the significance of adapting to industry changes.</p> <p dir="ltr">Josh manages aspects such as DTC (Direct-to-Consumer) marketplace, digital content, digital advertising, social media, and retail media. His background includes working in Europe for companies like Lynch UK, Kraft Heinz Ferrero, and Red Bull. His personal interests are flying transatlantic, spending time with his dog Toby, and following the Kansas City Chiefs football team.</p> <p dir="ltr">Make sure you tune in to find out more!</p>

00:24:04

Is Amazon Vendor Services Worth It? with Olivera Bojovic - Episode 304

<p dir="ltr">In this podcast episode, Kiri speaks with Olivera Bojovic, Manager of Marketplace Strategy & Insights at Acadia. In this episode, they discuss Amazon Vendor Services (AVS) and its value for brands in the e-commerce space.</p> <p dir="ltr">Kiri and Olivera address the questions and challenges brands face regarding the cost and benefits of AVS. They highlight the complexity of the decision-making process for brands, especially when considering whether to invest in AVS or work with an agency.</p> <p dir="ltr">Olivera is a Manager of Marketplace Strategy & Insights at Acadia, where on a daily basis she is speaking to brands, learning about challenges and obstacles they’re facing on Amazon and helping them to navigate the crazy Amazon ecosystem. Before joining the Sales Team at Bobsled, Olivera worked as part of the Client Delivery Team, directly supporting clients on Amazon Seller and Vendor Central.</p> <p dir="ltr">Make sure you tune in to find out more!</p>

00:20:22

You Get The Agency You Deserve: 20 Practical and Emotional Lessons to Maximize Your Agency and Partner Relationship with Jared Belsky - Episode 303

<p dir="ltr">In this podcast episode, Kiri speaks with Jared Belsky, co-founder and CEO of Acadia. In this episode, they discuss Jared’s new book “You Get The Agency You Deserve: 20 Practical and Emotional Lessons to Maximize Your Agency and Partner Relationship” which was published just this week.</p> <p dir="ltr">Discover the art of fostering successful agency-client relationships, dive into insights from Jared's new book, as they discuss the power of being a great client, effective communication strategies, and the keys to thriving partnerships. </p> <p dir="ltr">Gain practical advice to enhance your role in the marketing realm. The book is now available on Amazon – don't miss this opportunity to transform your agency collaborations.</p>  </p>

00:19:29