Supermaker by Jaime Schmidt

Author:Jaime Schmidt [Jaime Schmidt]
Language: eng
Format: epub
Publisher: Chronicle Books LLC
Published: 2020-11-02T11:36:52+00:00

Invest in your online sales strategy

Much of my efforts up to early 2014 had been in establishing relationships with regional and national retailers who could stock my deodorant on store shelves. I’d been selling my product online and was conscientious about maintaining a digital presence and audience on social media, but I had never made it a priority, and hadn’t yet invested the time or budget into exploring its full potential. With thousands of people across the country suddenly flocking to the website, it was time to expand my strategy.

In that realm, the first behemoth to address was Amazon. Before the Fox News feature, a woman running an Amazon shop had been placing bulk wholesale orders with me, then reselling my product on the platform. At first, I simply treated her like another retail account. I sold her Schmidt’s at my wholesale price and let her do her thing on Amazon. I was simply happy to be available on a channel I didn’t have time to manage.

But looking at the invoices, I realized she was one of my biggest buyers. It was clear I was missing out on a huge swath of online customers. And after Fox, other Amazon sellers came out of the woodwork. A huge new audience was going online looking for Schmidt’s, and they wanted to capitalize on it. Instead of letting third-party vendors continue to reap profits on my product, it became clear I needed to start selling on Amazon myself.

I needed help, and not just with Amazon, but with my entire direct-to-consumer strategy. Chris had always helped with Schmidt’s, from running to Costco to pick up bags of baking soda, to building my first website and then upgrading it, as well as supporting my design and social media endeavors. Early in 2014, he had made a small investment in Facebook and Google ads, just to see what would happen, and they had resulted in tenfold sales. I gave Chris more money for more ads, and the results compounded, making it apparent that digital marketing was a worthwhile endeavor.

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