Better Marketing Results

Update: Amazon Marketplace Australia - a New Sales Channel

Patrick Zuluaga - Tuesday, November 14, 2017
Update: Amazon Marketplace Australia is now live - visit https://www.amazon.com.au/

I attended the Amazon Marketplace Seller Summit Held at Doltone House Jones Bay Wharf Pyrmont. The session was focused on recruiting Small and Medium Enterprises (SMEs) to join the new Amazon marketplace. The Amazon representatives were very clear that they wanted retail businesses (retail and/or online) to consider their marketplace as a new sales channel to "Grow your Business in Australia and Beyond".

During the summit Amazon announced their plan to launch (nope no actual date was announced) simultaneously both the retail side of their business and the marketplace. Small and Medium Enterprises (SMEs) were encouraged to list and sell their products on their coming Australian Amazon Marketplace.

The initial pricing was announced to be $49.95/month (ex-GST) for the seller and an additional referral/commission fee per product sell of between 6% to 15% depending on the product categories. They did mention that an initial discount to these fees would be available for the sellers participating in the launch.

My take on it was for any Australian retail business to consider using the new Amazon Marketplace as an additional sales channel for their products. Any business considering Amazon Marketplace as a sales channel must include a number of variables and decision criteria that must be reviewed and analyzed to work out if it is appropriate to list their products or a selection of their products on the Amazon Marketplace.  Amazon representatives advised that to be successful a sufficient number of competitive products must be listed.  Testing the marketplace with one product was not recommend by Amazon.

Some of the key decision criteria that Small and Medium Enterprises (SMEs) must consider are as follows:
  • Consumer market segments (size of your target market demand versus possible competition from within the marketplace listings)
  • Price points and profit margins (less Amazon sales referral commission fees)
  • Uniqueness of your product
  • Ability to get your product/s into the crucial search/discoverability (buyers searching Amazon for your product)
  • Competitive shipping rates

The other point that Amazon took time to explain was their FBA (Fulfillment By Amazon). This can potentially be a significant advantage for the seller. Follow the links below for further information:

As a business have you considered or considering listing your products on Amazon Marketplace? Have you listed products on other Amazon Marketplace locations? If so, would you recommend it to others?

PS>> Read a LinkedIn post titled "Key takeouts & insights from the very first Amazon Seller Summit in Australia" by Roger Dunn from MediaCom

Direct Response Marketing

Patrick Zuluaga - Wednesday, March 15, 2017

A recent presentation on Direct Response Marketing is available at our Marketing Seminar Presentations page.

It is my view and experience that the best marketing technique to drive new business development is direct response marketing!

What is direct response marketing? It is a marketing technique designed to generate immediate business results from a promotional offer.You can read my article about using AIDA (Attract, Interest, Desire, Action) to help you prepare your promotional offer from our many articles at our Marketing Resource Library.

Your promotional marketing message or direct response offer will have the following attributes:

  • Creative - to ensure that your marketing information will stand out from the crowd and draw the recipient to read or view your promotional offer immediately
  • Target Market - is a highly focused and targeted selection of prospective customers for your marketing message offer
  • Content - utilise an emotive personalised and relevant marketing message that will resonant with the recipient, it must have a compelling and powerful offer with a 'call to action' framed with scarcity or a limited time frame to drive the response

Over the years, my clients and I have successfully used direct response marketing techniques using the following communication channels:

  • Postal Mail
  • Email Marketing
  • Social Media
  • Leveraged Personal Selling
  • Cross/Multi-Media

I am interested in hearing from you on your own direct response marketing results, what has your experience been in using direct response marketing techniques?

Please share with us and join the discussion.

Your Marketing Campaigns will bring in New Sales

Patrick Zuluaga - Wednesday, January 06, 2016

For those of you in the retail business here are the key dates to plan for your marketing and sales campaigns.

  • Late January & early February - Back to School
  • 14th February - Valentine's Day
  • 25th - 28th March - Easter
  • 8th May - Mother's Day
  • 17th May - Click Frenzy
  • Last week of June - EoFY
  • 4th September - Father's Day
  • 31st October - Halloween
  • 1st November - Melbourne Cup Day
  • 11th November - Singles Day
  • 25th November - Black Friday (following Thanksgiving Day in the USA)
  • 28th November - Cyber Monday (Monday after Thanksgiving Day in the USA)
  • 25th December - Christmas
  • 26th December - Boxing Day Sales

In the lead up to these dates you should be developing your marketing campaigns to drive sales traffic to your web stores.

As always, PMZ Marketing is here to help with anything you need.

Better Marketing Results – Patrick Zuluaga

PS> Signup for your FREE 30-day eMail Marketing offer at www.pmzmarketing.com.au/free-email-marketing-trial-offer-mobile

A Retailer's Guide to social, local, and mobile (SoLoMo) communication channels

Patrick Zuluaga - Tuesday, November 12, 2013

I thought I should share this with you all. It is an American based infographic from Monetate (www.monetate.com), however the information is relevant to businesses here that have both a physical 'brick & mortar' retail shop and a online web store.  I find that most retail businesses that have this scenario have yet to take advantage of the all powerful mobile device and how it is now driving their purchase options and actions.  Why do you think this is the case?

The Retailer’s Guide to SoLoMoMonetate Marketing Infographics

What is Preventing Growth for Small Businesses?

Patrick Zuluaga - Wednesday, December 14, 2011
Did you know that more often it is the things that you may not be doing that will have a much greater impact on your business growth than those that you do? These are areas that I have found as a business consultant as the most prevalent in holding back the growth of small companies:
  • Understanding your Customer Market
  • Adequate Planning
  • Managing Cash Flow
  • Operating a Marketing and Sales Development Process
  • Targeted Marketing Campaigns and Programs

What do you think? In your own business situation have you faced these issues or other more significant challenges? Share with us your views and expereinces.

[Read the complete article]

Use your Customer List for Better Marketing Results

Patrick Zuluaga - Monday, May 24, 2010
Many businesses focus all their marketing efforts in generating new customer leads while at the same time neglecting the potential gold mine that exist with their current customers! Your promotional marketing plan should always include targeting your most desirable customers with relevant and timely offers.

To identify your most desirable customers I recommend you utilise the Recency-Frequency-Monetary (RFM) segmentation method.

The RFM segmentation analysis method will identify your most desirable customers from your current customers using three different lists, namely;
  1. Recency – to determine the time frame of orders from the date of your analysis. Your generated list must sort by the most recent orders first as your priority target.
  2. Frequency – to determine the number of orders that customers placed with your business. Your generated list must sort by the most number of individual order transactions in descending order.
  3. Monetary – to determine the total monetary value of orders placed on your business by your customers. Your generated list must sort from the highest total value to the lowest total order value.
Next, from these three lists select the top 20% in each of these lists.  These will represent your most desirable customers who are potentially most inclined to act on a relevant and compelling offer from your business.

Let us know what results you have achieved!

What can you do to Conquer the Top 6 Small Business Marketing Challenges

Patrick Zuluaga - Sunday, January 17, 2010
Whatever industry you are in you are likely to encounter the top 6 marketing challenges for small businesses.   As a small business what can you do?   We will have a limited war chest of marketing dollars or even marketing staff at our disposal to tame these challenges. How can we conquer the top 6 small business marketing challenges?
  1. Defining Target Markets
  2. Increasing Repeat Business
  3. Getting Consistent Referrals
  4. Increasing Sales Conversions
  5. Finding Time & Resources for Marketing
  6. Developing a Marketing Plan

Please share with us your own experiences in handling these top 6 small business marketing challenges.


Read the complete article titled "Conquer the Top 6 Small Business Marketing Challenges".


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  3. Update: Amazon Marketplace Australia - a New Sales Channel Patrick Zuluaga 14-Nov-2017
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