Latest Hack Sessions for September 24 E^HACKATHON Seattle:
Each attendee will have the opportunity to submit their preferences for 4 preferred Hack sessions to attend during the event. We will do our best to schedule each attendee for as many of their preferred Hack sessions as possible based on session capacity and non-compete restrictions.
DEMAND GENERATION HACK SESSIONS
1. Advanced Amazon Content Optimization: It’s Time to Pull the “Trigger” led by Stephanie Leffler & Amanda Wolff (OneSpace)
The most successful brands are optimizing their ecommerce content on a recurring basis. In this advanced session, we will highlight the different triggers that brands should use to initiate or re-initiate their e-commerce content production process for content on Amazon. Whether these triggers come from internal changes like packaging or formulation updates, or they come from external changes to Amazon's unique retailer requirements, the consumer search landscape, competitive pressures, or seasonal trends.
2. Help, My Consumer Isn’t a Robot! Beyond SEO into Conversion Optimization led by Kurt Vogel (Edge by Ascential)
What does a shopper search for when they want a juicer? Juicer, that’s it. While SEO is creating content that can convince search algorithms to favor your products, companies also need to convince a consumer to favor your product. In this session, we evaluate how companies can stop keyword stuffing titles, bullets, images to win over search algorithms to start understanding what information consumers want to know about, but might not search for.
3. Day in the Life of Master AMS Marketer led by Nate Whitson & Sara Paolino (Flywheel Digital)
In this session, you will learn a) what steps you should take to ensure you spend through your budget and incorporate new targeting types and/or portfolios to hit your budget each flight, b) how to think about the indicators that matter in your AMS performance and what you can do to start influencing them, c) ways to grade changes in competition and tactics to consider to efficiently compete in competitive auctions and d) why your AMS ASIN assortment matters and how to effectively grade & adjust to better serve customer purchase behavior.
STRATEGY HACK SESSIONS
4. Top 10 Day-to-Day Sales Hacks led by Mike O'Donnell & Jason Taylor (Flywheel Digital)
Your Amazon sales still aren't reflecting your category share! What do other vendors know that you don't? This session focuses around the Top 10 Amazon retail hacks that will allow you to take back your fair share on top keywords, including how to maximize SEO, increase conversion and CTRs and unlock new opportunities.
5. How Challenger Brands Are Taking on the Incumbents in Direct To Consumer led by Nick Geoghegan (eatbigfish)
From razors to retirement plans, new challenger brands are shaking up existing categories through the use of D2C. But to say that these brands are winning due to their ability to cut out the middle man and reduce costs, is to miss out on some key lessons that these exciting new challengers can teach us. Here, we’ll show you the five ways in which Direct to Consumer thinking has allowed these courageous new brands to offer consumers more than they’ve ever been offered before, and to bring dramatic differences to categories that have been starved of new thinking.
6. Packaging 2.0: SIOC, FFP and Designing Your Operations for eCommerce led by Claudia Johnson (Flywheel Digital), Richard Palmer and Mark Wuellner (Nehemiah Manufacturing)
Dwight D. Eisenhower once said, “You will not find it difficult to prove that battles, campaigns and even wars have been won or lost primarily because of logistics.” In this session, you will learn how packaging and logistics optimization can help you win in eCommerce today by a) complying to evolving retailer requirements (i.e. SIOC, FFP), b) reducing costs and c) delivering a benefit to the consumer.
7. Working with Your VM for 2020 Plan Success led by Nathan Allen & David Martin (Flywheel Digital) and Muni Sodhi (Edge by Ascential)
Working with Amazon can be an exercise in self-motivation as almost every task is pushed back on you, the Vendor. In this session, you will learn from former VMs how to grow a business when the only time you hear from your retail buyer is when they want something from you, gaining insight into what motivates the Amazon Vendor Manager, how best to work with Amazon and how to create a 2020 Vendor plan for mutual success.
JOINT VALUE CREATION HACK SESSIONS
8. Squeezed: Profitability Management & CRaP Prevention led by Brooke Ware (Flywheel Digital)
In this session, you will learn a) what drives profitability and how Amazon sets price, including the new era of channel management, b) how Amazon calculates profitability and what is and is not negotiable, how Amazon thinks about profitability vs. how manufacturers think about it and how they’re different and d) how to design products for eCommerce and cut costs.
9. The Brand Protection & Pricing Strategies Most Effective in the eCommerce Age led by Whitney Gibson & Daren Garcia (Vorys) and Chris Perry (Edge by Ascential)
In this session, you will learn – from Vorys’ eControl attorneys and a fellow practitioner who successfully countered channel conflict – the strategies, business policies and practices and enforcement techniques recommended to lawfully control your brands online by removing harmful sellers and poor quality products and preventing price, profitability and brand equity erosion, as well as insight into the problems that arise when companies fail to recognize the new paradigms at play and how they have disrupted traditional brand protection practices.