Introduction
Mobifitness, a brand dedicated to enhancing home fitness with smart technology and aesthetic design, faced a critical challenge of overstock from pandemic-related overproduction. Positioned to leverage the Black Friday sales surge, they aimed to significantly clear inventory and improve their product rankings on Amazon.
Challenges
Mobifitness encountered several hurdles:
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Excessive Inventory: Due to pandemic stocking, the brand faced slow sales and excess inventory.
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Low Market Visibility: With a product rank hovering around 400+, visibility in a competitive marketplace was minimal.
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Need for Effective Promotion: The brand required a robust promotional strategy to ignite sales momentum and improve market standing.
Goals
The primary objectives for Mobifitness were clear:
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Inventory Reduction: Significantly reduce overstock through aggressive Black Friday sales.
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Rank Improvement: Elevate product rankings from below 400 to top 30 to increase organic visibility and sales.
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Boost Conversion Rates: Enhance site-wide conversion rates during the peak sales period.
Solutions
Attrisys devised a strategic multi-channel marketing approach:
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Influencer and Brand Campaigns: Early engagement campaigns to warm up potential customers and lay the groundwork for conversions.
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Multi-Channel Off-Site Traffic: Leveraging platforms like TikTok, Google, and Meta to drive significant traffic.
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Amazon On-Site Ads: Synchronizing on-site Amazon advertising like Sponsored Products, Sponsored Display, and Sponsored Brand Videos to capture and convert traffic effectively.
Strategies
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Pre-Black Friday Engagement: Utilizing influencers and targeted brand advertising to build anticipation and educate potential customers.
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Traffic Filtration and Optimization: Implementing intermediate landing pages to filter traffic and using the Attrisys tracking tools for real-time monitoring and optimization.
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Black Friday Execution: Focusing heavily on conversion by pairing intense on-site advertising efforts with the influx of off-site traffic to maximize sales.
Results
The coordinated efforts led to outstanding outcomes for Mobifitness:
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Conversion Rate: Off-site marketing conversion rates soared up to 34%.
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Sales Volume: Monthly sales escalated to over 500 units.
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Amazon Ranking: Achieved a monumental rank improvement from over 400 to 27.
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Organic Traffic: Natural Daily Page Visits (DPV) increased by 772% by the third week of the campaign, stabilizing a high volume of organic traffic.
Conclusion
This case exemplifies how Attrisys' strategic use of both on-site and off-site marketing channels can dramatically transform sales trajectories for brands during critical selling periods. Mobifitness not only cleared their overstock but also established a strong market position, demonstrating the effectiveness of a well-coordinated Black Friday strategy.
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