Conversion focused copy-writing
Transcription
When identifying a brand USP, the competition can also provide some important insight and to key messaging. Use of imagery and overall message positioning and tone. We’ve previously reviewed the importance of pinpointing your brand’s unique identity and how necessary it is to provide a point of differentiation.
show moreBut in doing so, a brand must know who the competitors are and the other brands that are playing in. Through a thorough understanding of the competition, a brand can put tactics together so they don’t lose out on sales where they can decide that the audience, a competition is going after is different from their own.
When a brand understands the competition, it provides insight into how saturated the marketplace is and how many brands are vying for the attention of the same target audience. It also unveils gaps and opportunities for their own product growth. It helps them to market their own product differentiation to their target audience in a way that separates their brand even further from the competition.
One of the first steps is to identify competitors on Amazon who are advertising their products and brand, these brands are making an investment in their business and most likely have done some competitive research of their own. We’ll use Burberry fragrances as a benchmark. We identified earlier that this brand recently went through a brand refresh and is targeting an on-trend younger lifestyle audience while still providing a nod to their roots as a luxury trench coat brand from England.
We see here, a sponsored brand N for the brand true fit and hell the logo type face, and icon reflect a stately and legacy brand. Although this is an advertisement for shave cream, they also sell cologne. So let’s click on the ad since it will take us directly to the brand store. Clicking home brings us to the main storefront where we can see through the use of imagery that this is indeed a more traditional and legacy brand targeting a mature adult.
We can also see, there is a rich history referencing back to the early 18 hundreds. This is not the same market that Burberry fragrances is targeting.
Searching for men’s cologne delivers over 10,000 results. The ed at the top of the page is curve. We see here, the storefront is set up as a product selling page, not by through traditional brand page. We saw earlier was Burberry or true fit in hell through imagery. You don’t get a sense of the target market.
However, the copy tells a different store. Number one men’s prestige fragrance in mass. Clearly this page shows a strategy to sell product and not to build a brand. What we can glean from here, their products within their different categories. Men’s colognes, deodorant, sprays, and aftershave. Another way to search advertisement for light products is through the detailed page listing, returning back to the search results for men’s cologne.
Let’s click here on an Amazon choice. We can see sponsored product ads through this detailed page that has relevancy to this product, this paint listing for Dolce and Gabbana light blue features over 100 ads in the middle of the detailed page. The right and left arrows are used to scroll through all the ads.
And then finally Amazon provides a listing of the actual products customers purchased. Like we see here.
Amazon has many placement opportunities for brands to advertise their products. These ads also provide a platform for brands to identify with their main competition in a busy e-commerce space.