Launching a new campaign on Brand Expand can be exhilarating, but figuring out the ideal launch size can feel like deciphering hieroglyphics. You want to avoid going too small, yet overdoing it can be equally perilous. Ultimately, every product is different and each seller should do what they feel is best for their unique product.
Here are some factors to consider when setting up your launch campaigns:
Product age: Have you been selling this product for less than 6 weeks (honeymoon period) or is it a mature product with over a year of sales history? Our comprehensive case study shows that products in the honeymoon phase see a higher ROAS than mature products. This means you may need to do a bigger launch to get the desired impact on older products.
Product category: Is it a niche category that is for a small subsection of customers? For example, our buyer network may only have a certain number of visitors that want/need a men's only product for a specific ailment. Factoring product desirability into your launch equation will be key to keeping realistic expectations.
Competitors daily sales: On average, how many units are your competitors selling daily? For example, doing a 1 unit a day campaign will likely not help you compete against products doing 100 units a day.
Inventory levels: The last thing you want to do is add gasoline to a fire and not be ready to handle the heat. Ensuring you have enough inventory not only for your regular daily sales and campaign units, but also for the inevitable increased organic sales will be crucial to getting the most out of your campaign spend. Going out of stock on marketplaces like Amazon can ruin a product for months (or years) so be sure to get inventory in place before the launch campaigns work their magic.
Consider seasonality and trends: If your product is seasonal or follows a trend, be sure to factor that into your launch plan. Getting traffic to your listings leading up to these historically busy periods will help take your growth to a new heights vs trying to play catchup against your competitors in the middle of the busy season.
Your budget: The total cost of your launch is calculated during campaign setup so you can clearly see how much it will be.
Your campaign goal: Are you looking to increase sales velocity, get more reviews, increase product relevancy, start indexing a new product, or something else? Knowing the goal of each launch will be key to setting it up for success!
The Myth of the Guaranteed Sell-Through
Let's dispel the fairy tale: We can never guarantee 100% of your scheduled promotions will be claimed. Although, we do promise to continue striving towards this ideal metric every day all while keeping clients happy and their account reputations high.
Still not sure how big your launch should be? You can reach out to our team by using the chat button in the bottom right corner of our site.