How newly launched Frigidaire products ranked on page one of search results in only 10 days.
Frigidaire teamed up with Retail Band to launch four new products in time for the Summer season. The goals were lofty:
• Have all products at full sales velocity by the 10th day of launch, across all big-box retailers.
• Have all products ranked on page one of every rCommerce channel, including Amazon.
With summer only 10 days away, it was a tall order. But, ultimately, the challenge resulted in the “10 Day Launch Plan”: an approach for a successful product launch.
The 10 Day Launch Plan
To make these launch goals a reality, the Retail Band team had to focus on 3 main important assets: copy, images, and reviews. All of which are important pieces to help drive SEO within retailer sites. But the real strategy differentiator was the use of Influencer Marketing and Advertisements.
Let’s dig into each area in more detail.
Copy That Sells
Copy—product titles and descriptions—is one of the main ways you sell a product online. When writing the copy for the Fridgidaire products, Retail Band used these tips to ensure products were set up for success on all retailer platforms:
- Titles were spot on with retailer guidelines to make sure products were ranked by keywords.
- Every major keyword was used in the title and description to make search SEO was optimized.
- Copy focused on selling the product. Whether it was bullet points or the description, Retail Band made sure everything was clear, concise, and benefit-focused.
Photos That Tell A Story
Retail Band knew it was important to invest in high-quality photos and video editors, as the visual content is the best ROI you can do for a product. A new product with poor images and content will result in a low conversion rate, which isn’t looked to favorably upon by most rCommerce search algorithms.
Reviews That Consumers Can Trust
It’s a well-known fact that people don’t trust a product that has zero reviews, which makes getting them a critical component to any product launch.
To get trusted reviews, Retail Band utilized influencer marketing tactics to get a substantial number of reviews only a few days before the official launch of one of the products.
For Amazon, Retail Band utilized Amazon Vine to get 30 reviews written before the launch date of each product. Although the initial investment cost was a lot, it resulted in sales ramping up at a much faster pace than it would have otherwise. All the while, Retail Band made sure reviews abides by Amazon’s Terms of Service.
Influencer Marketing That Creates Conversions
To increase sales on newly launched Fridgidaire products, the company partnered with influencers on YouTube and Instagram. The idea was to garner as much buzz and attention on a product and to drive influencer audiences to product pages.
Vendor advertising programs, like Amazon Advertising, Criteo, and Wayfair Sponsored Products were also used to drive sales. Retail Band ran campaigns at a 100% ACOS for the first few days to win the top organic placement on all big box retail platforms. It was a short-term cost for a long term benefit: organic placement on page 1 of search results.
Results That Matter
What were the results from the 10 Day Launch Plan?
All four products on page one of every rCommerce channel in just 10 days.
Here are the results broken down by the retailer.
The new Frigidaire Evaporative coolers were on page one of search results within a week of launching. The high sales velocity beat out every other brand on the market and become Amazon’s Choice at the end of the 10 Day Launch period.
On the Home Depot online site, Frigidaire made it to page one of all major keyword searches. The products ranked alongside other products with hundreds of more reviews than the new products.
The Wayfair advertising program, Wayfair Sponsored Products, allowed the Frigidaire products to dominate the search results. It got every single new product to page one within just a few days during the launch date.
Frigidaire is an example of how the 10 Day Launch Plan can replicate sales success across multiple different products.
If you would like help to develop your own 10 Day Launch Plan, send an email to firstname.lastname@example.org and we can schedule a call to map out your goals.
For more industry insights, listen to the Page 1 Podcast. Retail Band CEO Luke Peters goes over actionable items proven to get you to page one of search results.