When a brand specializing in portable stages and stage skirts wanted to expand its presence on Amazon, it knew it needed more than just a listing. Faced with competition and the complexities of e-commerce, they turned to a complete end-to-end solution. In this case study, we explore how their sales took off after a strategic Amazon management overhaul. We are going to talk about MyStage, for whom we did A to Z Amazon account management from product listing optimization to PPC management to premium a+ content etc.
Challenges:
- Niche Market Visibility: Portable stages and stage skirts target a niche audience, such as event organizers, schools, or venues, making it difficult to stand out and attract potential buyers.
- High Competition from Lower-Quality Alternatives: Competing with lower-priced or lower-quality alternatives can lead to a pricing war or make it difficult to justify the premium price point of high-quality products.
- Complex Product Listings: Portable stages and stage skirts often come with multiple configurations (sizes, materials, etc.), making it challenging to create clear, comprehensive, and user-friendly product listings.
- Shipping and Logistics: Portable stages are likely to be bulky and heavy, leading to potential shipping challenges, increased costs, and longer delivery times, which could deter buyers.
- Building Trust in a Niche Product: Buyers may be hesitant to purchase high-ticket, specialised products like stages without experiencing them in person or getting assurance of quality.
- Limited Search Volume for Keywords: The number of people searching for “portable stages” or “stage skirts” may be lower compared to other product categories, limiting organic search traffic.
- Difficulty Demonstrating Product Use: Explaining the setup, durability, and use cases of stages and stage skirts online was challenging, especially for complex or large products.
- Product Reviews and Social Proof: For a specialised product like portable stages, gaining reviews can be harder because fewer people purchase these items compared to mass-market products.
- Seasonality and Demand Fluctuation: Demand for portable stages fluctuates based on seasonality or event calendars (e.g., graduations, concerts, weddings), leading to inconsistent sales throughout the year.
Actions:
We conducted detailed keyword research to target the event and staging industry, optimized listings and launched Sponsored Products and Brands campaigns to boost visibility among event organizers, schools, and venues.
To stand out from cheaper competitors, we used A+ content to highlight the superior quality and durability of the products, showcasing key features like easy setup and high load capacity to justify premium pricing.
We streamlined listings by organizing variations for different sizes and materials, adding high-quality images, 360-degree views, and informative videos to help customers make informed decisions.
We built trust by developing a review strategy, featuring customer testimonials, and highlighting industry certifications to reinforce credibility.
Due to the limited search volume for broader terms, we focused on long-tail keywords and ran targeted categories and Sponsored Display campaigns to increase visibility on competitors’ pages.
We created instructional videos and detailed guides to demonstrate product setup and use, reducing buyer uncertainty and enhancing confidence. To boost reviews, we used follow-up emails and encouraged repeat buyers to leave testimonials, highlighting case studies to add social proof.
Lastly, we adjusted ad spend and inventory levels to align with peak seasons like graduations and concerts while promoting alternative uses during off-peak periods to maintain consistent sales.
Benefits:
By conducting targeted keyword research and optimizing listings, we ensured the brand appeared prominently in searches, boosting exposure to relevant buyers in the event and staging industry.
Highlighting the product’s superior quality through A+ content allowed the brand to stand out from lower-priced competitors, helping customers see the long-term value in choosing premium, high-quality stages and skirts.
Streamlined product listings with easy-to-navigate variations, high-quality visuals, and detailed videos made it easier for customers to find the right product, reducing decision-making friction and increasing conversion rates.
Targeting long-tail keywords and running Sponsored Display campaigns helped the brand reach new customers and gain visibility on competitor pages, driving incremental sales from audiences already browsing similar products.
The instructional videos and detailed guides provided clarity on product use and setup, reducing any doubts potential buyers might have and increasing their likelihood of purchasing.
By adjusting ad spending for peak seasons and promoting the products for off-peak uses, we helped the brand maintain consistent sales even when demand fluctuated, ensuring steady revenue flow.
Developing an inventory management plan prevented the brand from running out of stock during crucial sales periods. This ensured they could meet customer demand without losing potential sales, while also avoiding overstock issues during slower periods.
Results:
Over 22 months, we delivered impressive results in terms of sales with low ACoS with the average being 9% and 2% being the lowest one in one of the months.
Dealt with low inventory issues with a proper plan to ensure continuous supply and sales of the products.
January 1st, 2023 to October 14th, 2024 (22 months):
- Total Units Ordered: 1,700 units
- Total Ordered Product Sales: $625,233
- Organic Sales: $342,238
- PPC Sales: $282,995
- PPC Spend:$26,164
- ACoS: 9.25%
- PPC Impressions: 4,015,140
