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Tent and Table
Tent and Table featured image

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.

Want traffic conversion tips?

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