Tent and Table
Tent and Table Case Study with My Amazon Guy

Tent and Table

Industry

Equipment & Event Rentals industry

Location

Buffalo, USA

Timeline

2018-Ongoing

Brand Overview

For over 25 years, they have been in the business setting up, delivering, and distributing commercial grade bounce houses and equipment. They also offer a variety of wedding tents, which include pole tents and frame tents with banquet chairs and banquet tables. For entertainment, their inflatables line includes a variety of bounce house inflatables and water slide inflatables with commercial inflatable blowers.

Their utmost priority is to provide high-quality products and services to customers, and to have these products in stock and available for them. They always deal with customers with honesty and integrity and give excellent customer service and follow-up.

My Amazon Guy Services

  • Catalog Management
    • New Product Creation
    • Parentages
    • Listing Reinstatement
  • Listing Optimization
  • Brand Store
  • Brand Content
  • Infographics
  • A+ Content
  • Amazon Social Posts
  • PPC
  • SEO

The Challenges

Improving Catalog ManagementTent and Table has multiple unique brands (Pogo Bounce House, Party Tents Direct, Moose Supply, as well as Tent and Table).  Their listings were not properly associated with the right brand name.  Their parentages were not in line. Their catalog is very broad but they were not giving each specific category the attention it needed to grow.

Conversion RateThe brand had a good conversion rate, however their traffic was low and they were not getting as many impressions as they could with such a broad catalog. 

Creative AssetsThe creative assets were not retail ready for Amazon.  Their images were low resolution, they did not have any A+ content, they did not have any creative assets that explained their products, how to use them, and how they were used.

AdvertisementCampaigns were not optimal to grow market share and defensive efforts were not being taken.  Their spend was very low and while ACOS was low, they were missing a lot of markets with such a vast catalog.

The Approach

In order to define our strategy, we started by analyzing our target market and its size. 

We then followed a plan integrated with the following elements:

  • Catalog Management
    1. Creation of correct parentages to boost sales on the products that needed to increase sales
    2. Listing creation and optimization from A-Z, with new products as the catalog is growing.
    3. Adding new variations and creating new listings that they offer and are not on Amazon.
    4. Heavy focus on FBA catalog development by helping to convert listing from MF to FBA.
  • Marketing & Design
    1. We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs. 
    2. Focused our proprietary process on SE to improve ranking, indexing and traffic.
    3. Used our SEO phases in combination with copywriting and creative to help boost sales and conversion through a clear branded message.
  • Advertisement
    1. We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
    2. We continuously create value through posts so customers looking for solutions know our products.
    3. Spending on PPC strategically (maximize investment since the shoes space is crowded).
    4. PPC campaigns updates prior to the change in seasons and consumer behavior.
  • Account Health
    1. Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes).
    2. Auditing sell-through rates and processing removal orders to Tent and Table’s warehouse as needed.

The Impact

  • New SEO, titles, bullet points, description.  New infographics and A+ content.
  • Increased conversion rate by a 50-100%
  • Increased monthly revenue by over 100% compared to last year.
  • Increased revenue YoY in February by 150%
  • June sales this year are at $2,175,563 compared to last year where they were at $812,086.

Tent and Table Revenue with My Amazon Guy

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Maneesh Krishnamurthy

Head of E-commerce & Distribution, Titan Company Ltd.

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Noah Wickham

Brand Director

Noah Wickham started in eCommerce a decade ago, reselling on eBay and gradually expanding his knowledge base. Since then, he has worked with a variety of clients over several years, focusing on growth strategies, technology initiatives, product procurement, brand building, and SEO improvements. His expertise covers many areas of eCommerce, with a particular focus on Amazon, Walmart, and Shopify. Noah defines himself as a growth-centric leader and a client success advocate. Outside of work, he enjoys cooking, video games, reading, and chess. Most Saturday nights, you can find him trying a new restaurant or exploring a different venue in his city.

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Shane Keyes

Brand Director

Shane is an Amazon marketing specialist at My Amazon Guy and attended Temple University’s Fox School of Business to pursue a degree in Marketing. 

A self-starter, Shane mastered Amazon’s intricacies through hands-on experience and rigorous self-guided research. Specializing in listing optimization and growth strategies, he excels at boosting BSR through Click-Through Rate (CTR) and Search Engine Optimization (SEO) best practices to drive your brand’s success on Amazon. Shane’s rise at My Amazon Guy underscores his leadership ability and unwavering commitment to achieving a brand’s top priorities.

Beyond work, Shane’s passion lies in Philadelphia sports, with a history of participating in team sports like baseball and rugby.

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Faith Denniston

Brand Director

I’m Faith, an Amazon marketing specialist obsessed with SEO, PPC, CTR, and the alchemy of conversions. With a data-driven approach, I help brands conquer the Amazon marketplace, turning clicks into customers.

When I’m not optimizing listings, you’ll find me in virtual worlds, exploring Final Fantasy XIV and diving into manga. I’m also a paranormal enthusiast, chasing ghostly tales in my spare time. Join me on this journey of digital dominance and otherworldly adventures!

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Roxanne Villanueva

VICE PRESIDENT OF HUMAN RESOURCES

Over 13 years of experience in the Business Process Outsourcing Industry Specializing in Customer Success and Sales for Telco, Tech, Finance and Ecommerce for both Start Up and Fortune 500 companies. 

An Inspirational Leader who loves to be where the action is, enjoys Creating Innovative Solutions to Complex Problems, Developing her People and Driving Engagement.

Interests: Traveling, Music and Spending time with Family

Kevin-Sanderson

Kevin Sanderson

Vice President of Marketing

Kevin Sanderson is the Vice President of Marketing for My Amazon Guy. He graduated from Texas Tech University and has a wide range of experiencew including previously having worked for two Fortune 500 companies and a rapidly growing insurance agency. Kevin has been selling on Amazon since 2015 and is also the founder of Maximizing Ecommerce, a company that hosts popular virtual learning events like the Convert More Clicks Summit and the PPC Mastery Summit. He joined the team at My Amazon Guy after Maximizing Ecommerce by My Amazon Guy and lives in Florida with his beautiful wife and two children.

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Thomas Fitzgibbons

SENIOR ACCOUNT DIRECTOR

Thomas graduated from the University of Missouri – St. Louis (UMSL), receiving a Bachelor’s degree in Business Administration – Marketing and a Certification in Digital Marketing. He started his marketing career in the B2B industry, helping companies focus their internal marketing efforts on Website SEO, Website Content, Digital Advertising, and effective Email Marketing Campaigns. 

 

In 2020, Thomas shifted his career to eCommerce. As a self-starter, he learned the ins and outs of Amazon, Seller Central, and Shopify to help brands and sellers succeed in the digital world. Previously, he worked for an Amazon Marketing Agency as an Account Manager, assisting brands in growing and thriving on Amazon through his management. At MAG, Thomas serves as an Account Director, overseeing an extensive portfolio of 40 brands and managing a successful team of Brand Managers. Thomas provides leadership to his team and execution on high-level strategy for the brands in his portfolio. 

In his free time, Thomas enjoys golf, soccer, music, and taking his dog on hikes around the St. Louis area.

Kristen Lasch

Kristen Lasch

BRAND DIRECTOR

Kristen started her professional work on Amazon in 2018 as a professional seller and project-based Account Manager. She has ample knowledge of both Seller Central and Vendor Central. With a degree in Art & Design, Kristen has a passion for problem-solving and thinking outside the box. She loves to help grow accounts by unraveling underlying issues, organizing catalogs, and providing creative branding ideas. With an extensive background in customer experience, she is able to really dive into the mind of a customer regarding listing optimizations and how to market products appropriately. In her free time, Kristen enjoys spending time with her family and working on growing their own private label account.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  

 

When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 

 

The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 

 

For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

 

So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad

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Steven Bruning

IT DIRECTOR

Steven has over eight years of experience in Information Technology and specializes in conceptualizing and implementing data-driven solutions.Steven started his Amazon career in 2019, breaking onto the scene by developing retail arbitrage software tools and gaining an in-depth knowledge of the Amazon Seller Central platform and account management. Outside of work, Steven enjoys DJing, learning and teaching others about personal finance, spreadsheets, and most of all, spending time with his wife playing board games and walking local trails. Steven was a long-distance runner for many years, having run over 1,000 miles and completed a marathon and several half-marathons.
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Jason Mastromatteo

VP of Brand Management

Jason Mastromatteo started his professional Amazon career in 2014 breaking into the Amazon scene selling by means of RA and private labeling. He eventually took his Amazon knowledge and started consulting for other businesses, distributors, and retailers. Jason’s experience and extensive seller central & vendor central knowledge have helped him consistently manage and grow sales through his team at MAG. Jason has interests in music, videography, skateboarding, and is a competitive Magic the Gathering player.

Dustin Fenton

VP of Finance

Dustin Fenton is the VP of Finance at My Amazon Guy. He began his eCommerce career in 2013, graduated with a Bachelors of Science with a Minor in Business Administration in 2018, and began his career at My Amazon Guy in the Fall of 2019. Dustin is a seasoned veteran at My Amazon Guy who has risen through the ranks:
  • Started as an Amazon Specialist
  • Grew to a Successful Brand Manager
  • Became a successful Account Director and through Leadership Grew Others into the Role
  • Promoted to VP of Operations
  • Now Serves as VP of Finance – and Assists the Company in all Areas of Operations
He directs:
  • AR
  • AP
  • Cash Flow
  • Tax Management
  • Employee Benefits Enrollment
  • Budgeting
  • Bookkeeping
  • Strategic Management of Financial Operations
  • M&A
  • Transfer Pricing Agreements
  • Operational Matters in Relation to the Financial Health and Solvency of MAG
In his free time, Dustin enjoys:
  • Traveling
  • Hiking
  • Extreme Weather Chasing
  • Learning and eCommerce Management
  • Retail arbitrage 
  • Spending time with friends and family
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Francisco Valadez

ACCOUNT DIRECTOR

A graduate of Monterrey Tech (ITESM) in Mexico with a Bachelor’s in International Business, Francisco Valadez has spent most of his career as an entrepreneur involved in retail, wholesale, and private label projects. He has led companies from humble beginnings to successful acquisitions. Francisco got his start in eCommerce as part of a shoe company that sells through brick-and-mortar retail, department stores, and its own website. Most recently, Francisco fell down the Amazon rabbit hole while helping a company set up their own Amazon business. From that day on, Francisco has been 100% focused on Amazon retail. He has ample experience in Seller Central, and has proven his understanding of successful strategies to grow a brand’s online retail presence. Outside of work, Francisco loves sports, cooking, reading, listening to vinyl records, and most of all, spending time with his wife and daughters. He coaches in both English and Spanish, and leads the Hispanic team in our agency
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Kristen Dixon

ACCOUNT DIRECTOR

Meet Kristen Dixon, a seasoned Amazon e-commerce expert with nearly 8 years of experience. Kristen is not just a master of the online marketplace; she’s a passionate advocate for helping clients and employees reach their full potential. Her journey in e-commerce isn’t just about transactions; it’s about building relationships, both professionally and personally.

What truly sets Kristen apart is her innate desire to see others succeed. Her clients trust her not just for her e-commerce expertise but for her ability to guide them towards their own success stories. As a mentor to her employees, she nurtures their talents and encourages them to reach new heights. Kristen is not just dedicated to her craft but is equally committed to fostering growth in those she interacts with.

Kristen leads a fulfilling life as a mother of two children and a proud owner of a lively Goldendoodle. Family is her anchor and her “why.” The love she pours into her work is mirrored in her home life. She proudly leads a multifaceted life, where her love for family, sports, and a deep passion for helping others intersect in harmony. Kristen is a true example of how one person can make a lasting impact, both in the digital realm and in the lives of those she touches.

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Nick Nido

CHIEF TECHNOLOGY OFFICER

Holding a masters degree in electronic engineering from MIT with a bachelors in business management, Nick has 15+ years experience in ecommerce business and technology operations. Nick has gained a significant amount of his Amazon experience while launching his own store on Amazon with it being so successful it was later acquired by an conglomerate 3 years later.  

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Steven Pope

FOUNDER

Steven founded My Amazon Guy to help clients grow faster on Amazon. After serving on the corporate side as a marketing manager and eCommerce director for nearly a decade, Steven started teaching businesses how to leverage the largest eCommerce platform and logistics network in the world. The Grand Master of Amazon knowledge, Steven is a thought leader with more than 1500+ videos of free content where he gives away all his trade secrets away. Steven oversees marketing and sales. Mr. Pope is an eagle scout, has an MBA from Western Governor’s University, and a BS from Weber State University. Read what My Amazon Guy employees say it’s like to work for Steven.