Improve your brand storytelling
The second essential element to increase the visibility and consideration of products in peak periods is to take care of the storytelling and the messages a brand conveys.
Generally, in periods of high seasonality, which also often coincide with a promotional phase, the shopper is more inclined to experiment with new products and to listen to the story of a new brand, its values, and its Unique Selling Preposition.
For this reason, the high seasonality period implies more significant advertising investments and more engaging messages capable of capturing the consumer’s attention among the many messages present.
According to Amazon data, specific formats perform better than others. Video formats attract the attention of users more than static content. Simultaneously with developing an efficient advertising strategy, it is necessary to take care of the “place” to attract users who see your ad and are willing to buy the product. The brand Store is the most suitable place for storytelling on Amazon, a mini-site where the brand tells its philosophy and presents its products.
Having a brand store with high conversion levels means paying more attention to the content’s care, including the product’s specifics and opportunities for use. But not only. For some products, we need to transfer emotional content; for others, it is necessary to think of more informative, technical content.
If you missed the first essential point to prepare for the next peak period, read it here: