Tepro Grill

How we successfully implement the marketing funnel approach with Tepro Grill in the BBQ segment.

Our partner Tepro Testrite, one of Germany's largest grill manufacturers, stagnated on amazon.de. Sales had stopped developing since COVID and our partner felt that they had maximized their potential on Amazon during the lockdowns. However, one of the most important levers has hardly been used so far: advertising on Amazon.

Our task was to manage the partner's advertising activities while keeping the following objectives in mind:

• Use the marketing budget as profitably as possible.
• Support overall account growth, even outside the advertising console.
• Focus on profitable items.
• Collect experience and data points.

trial

At the start, we used data from previous years to create a fresh portfolio clustering. With the index analysis, we sorted the products into A, B and C articles and defined a prioritization together with the partner. The Prio A articles were examined for various factors. For example: Does Amazon reorder the product cleanly? What is the profitability of the product for the brand, but also for Amazon?

This allowed us to pre-select 24 products from a portfolio of 600+ articles and define them as focus articles. A clear marketing plan for the focus articles was then created using our traffic conversion matrix. The aim here was to create a meaningful mix of defensive campaigns (in order not to lose loyal customers who, for example, explicitly search for the brand name) and offensive campaigns (to attract new customers who, for example, search for generic keywords in the barbecue area).

This mix ensures that the above goals (maximizing sales and profitability and gaining experience) can be achieved at the same time.

scores

After the first year, we achieved good results together with Tepor:

• By focusing on acquiring new customers, we were able to increase annual sales by +25%.
• The mix of offensive and defensive campaigns helped to maintain good scores within the advertising console (ROAS >8).
• The margin (Net PPM%) remained stable and Amazon was able to scale together with the partner.

Our marketing mix approach helped us to use the marketing budget in a targeted and efficient manner and to generate a win-win-win situation for our partner, Amazon and the end customer.