TRX - Amazon Sales Consultant: Content & Brand Management

Net profit increase of 2,200% in 4 years

Overview

In a span of four years, BBE helped TRX grow their topline from $900,000 to $20 million and increase net profit by almost 2,200% on Amazon. As a result, Amazon is TRX’s most profitable channel. Currently, their high-quality suspen- sion training equipment dominates the fitness category.

Objectives

The Obstacle

Problem Areas

Inefficient PPC Campaigns

Losing Sales and Market Share to Competitors

BBE Strategy

BBE partnered with TRX to reconstruct their product detail pages, improve their PPC campaigns, and grow their global presence. To do this, BBE developed monthly revenue, unit velocity, AMS marketing, and profit objectives.

Reconstructed Product Detail Pages

Individually optimized Product Detail Pages to capture the Unique Value Proposition (UVP) of each product
Used algorithmic data and software to identify and incorporate top-performing keywords into the title, bullet points, and backend search terms
Improved image quality with new enhanced laydowns
Added informative and engaging instructional videos to listings
Enhanced infographics

Improved PPC Campaigns

Conducted in-depth keyword research from Brand Analytics and implemented the data into TRX’s advertising strategy
Set up a core systematic structure inside TRX’s advertising campaigns to efficiently measure and monitor success
Capitalized on branded and brand-relevant search terms to effectively remove the competition from the top rows of the search engine results page (SERP)
Increased conversion by implementing DSP campaigns for customers in the consider- ation and awareness stages
Consistently monitored thousands of keywords for conversions to measure ROI and keep up with changing consumer behaviors
Deployed new strategies inside Amazon’s advertising tactics in Amazon Live, Amazon Video in Search, and Amazon Post to stay in step with Amazon’s chang- ing customer engagement strategies

Enlarged Global Presence

Channel Governance

Conducted market research to take back market share from competitors, unauthorized sellers, and counterfeit sellers
Developed a plan with TRX and their legal team on a patent and trademark enforcement strategy to reduce the risks of unauthorized sellers and counterfeit products
Regularly monitored and analyzed the size of TRX’s competitor landscape

Results

BBE helped TRX conquer a sales plateau and exponentially grow their business from a $900,000 topline to a $20 million topline on Amazon, a +1,000% increase; in addition to increasing TRX’s net profit by 2,200%. TRX was able to build a global presence, selling in the US, Canada, the UK, Germany, Italy, France, Spain, UAE, and Australia.

“With a seemingly endless stream of “fire drills” across merchandising, operations, and finance, our Amazon channel was a break-even business at best. Enter BBE. They helped us develop monthly revenue, unit velocity, Amazon Advertising, and profit objectives. They optimized our listings with better images, infographics, video, and SEO. And, they created our TRX Brand Store on Amazon. Since working with BBE, Amazon has become our most profitable channel. In the span of four years, BBE helped us grow our annual revenue from $900k to nearly $20M and increase our net profit by over 2,000 basis points. They also helped us launch in the UK, Germany, Italy, France, Spain, UAE, and Australia! Building a robust business on Amazon is certainly not easy. But amazing results are possible if you use the right resources. Leveraging the merchandising, analytics, marketing, and operational expertise of BBE made those results possible for TRX.”