In this episode, Jason Boyce chats with Scott Reid, President & CEO at Dormeo North America. Scott's career has been marked by his success in building $100 million brands both in the good ol' USA and all the way over in Japan using the power of Direct TV.
He is a master of Media Efficiency Ratios (MER), which Amazon sellers may recognize as TACoS.
Scott and his company's marketing strategy for success in the Japanese market involved identifying products that were already successful in North America and replicating them in Japan through the use of Direct Response TV.
So, what's the secret sauce for success in DRTV?
The success of DRTV campaigns relies on showcasing innovative, highly demonstrable products with clear Unique Selling Propositions (USPs), making them fun and easy to use, and ultimately delivering happiness to consumers.
But if you are going to spend massive amounts of marketing dollars on such campaigns, you've got to be ready to defend your products with patents to maintain a competitive edge in the market.
Despite the success of DRTV, Scott insists that being on Amazon is necessary for a brand's success, given its reach and the trust consumers have in the platform, and also for channel control.
There are many cool things that Amazon sellers can learn from Scott's successes when it comes to launching a product in a new market, building brand awareness, measuring the performance of your marketing campaigns, and defending your brand.
We cover these topics in detail in the episode, as well as other great insights. Tune in!
Key Takeaways
- Scott's journey into direct marketing (00:53)
- Translating successful products in the US to Japan (04:45)
- Categories of products that resonate across cultures (11:54)
- The secret to the success of DRTV (14:13)
- Defending your product with patents to build a brand (16:17)
- Why brands must be on Amazon even with DRTV (23:43)
- How to build a $100 million brand (31:04)
- Media Efficiency Rate (33:05)
- What's next for Scott and Dormeo (37:30)
Additional Resources
- Scott Reid’s LinkedIn: https://www.linkedin.com/in/scott-reid-b61a3a7/
- Schedule a FREE consultation with the Ave7 team
- Grab the FREE Amazon Seller Central Checklist
- Get the book “The Amazon Jungle” book by Jason Boyce
- Learn more about Avenue7Media
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Day 2 Podcast has a goal of helping Amazon sellers learn how to launch, grow and protect their brand on the world's largest online marketplace (and beyond).
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