Partner spotlight: Brand building with Blue Wheel

22 November 2021

Blue Wheel is an online retail growth agency, helping brands grow wherever they spend time through advertising. Through its proprietary Amazon Ads technology, Companion, Blue Wheel helps its clients scale their business.

We sat down with Melissa Ardavany, Director of Client Services at Blue Wheel, to discuss how Blue Wheel incorporates
Sponsored Brands and Stores into their larger Amazon advertising strategy for their clients.

What is the story of Blue Wheel Media?

Blue Wheel was founded in 2011 by Trevor George. Over the past 10 years, we have helped countless clients grow their online retail business through advertising. We now have nearly 90 employees in 13 states, launched our own proprietary Amazon ad technology and continue to help our clients succeed online. We are a 3x Inc. 5,000 Fastest Growing Company (2019, 2020, and 2021), and were the winner of three Stevie awards in 2021.

Tell us about Blue Wheel’s approach to advertising with Sponsored Brands.

We use Sponsored Brands to help build brand awareness and consideration with relevant customers looking for products like yours. We incorporate Sponsored Brands into our larger Amazon Ads strategy for our clients, since this ad type serves a different purpose than Sponsored Products, Sponsored Brands Video or Amazon DSP.

How do you see Stores fitting into your larger campaign strategy?

Your Store really is your canvas on Amazon – you should use it to tell your brand’s story, share your values and inspire customers with your mission. A brand Store allows you to create your own curated brand destination on Amazon, similar to your owned website. By introducing your brand story to shoppers, you can build lifetime customers. You also get more metrics and customer insights to measure what is working, hopefully showing a brand halo effect.

Stores have distinct key benefits for brands, advertisers and customers. Let’s dive into each of these areas.

For brands, having control over your brand is one of the biggest benefits to having a Store. You’re able to accurately display your branded products and their product benefits. Also, you get coverage that allows you to paint a full picture of your brand, encouraging customers to become loyal to your products. Stores are also a free self-service tool that are easy to build and update – no coding experience required.

For advertisers, they can take advantage of Stores as well. Because it’s an always-on product, there’s minimal effort involved in updating your advertising for it – no need to worry that anything is out of stock. Additionally, you can get detailed traffic and sales data from Stores, allowing you to pivot your strategies and avoid wasted spend. It’s an optimisable shopping experience, and you get full creative freedom.

For customers, Stores make it easy for shoppers to shop a brand’s entire product selection and find products that fit their shopping preferences and needs. Shoppers can connect with brands on a deeper level through rich creatives and visuals to better understand the brand’s values and how their products are intended to be used. Since Stores are always on, shoppers can visit to buy the same product again or discover something new from a brand they trust and value, rather than searching for a general product from an unknown brand.

What’s your recommendation for an advertiser who is getting started with Sponsored Brands and Stores?

Your Store really is your canvas on Amazon – you should use it to tell your brand’s story, share your values and inspire customers with your mission. A brand Store allows you to create your own curated brand destination on Amazon, similar to your owned website. By introducing your brand story to shoppers, you can build lifetime customers. You also get more metrics and customer insights to measure what is working, hopefully showing a brand halo effect.

Stores have distinct key benefits for brands, advertisers and customers. Let’s dive into each of these areas.

For brands, having control over your brand is one of the biggest benefits to having a Store. You’re able to accurately display your branded products and their product benefits. Also, you get coverage that allows you to paint a full picture of your brand, encouraging customers to become loyal to your products. Stores are also a free self-service tool that are easy to build and update – no coding experience required.

For advertisers, they can take advantage of Stores as well. Because it’s an always-on product, there’s minimal effort involved in updating your advertising for it – no need to worry that anything is out of stock. Additionally, you can get detailed traffic and sales data from Stores, allowing you to pivot your strategies and avoid wasted spend. It’s an optimisable shopping experience, and you get full creative freedom.

For customers, Stores make it easy for shoppers to shop a brand’s entire product selection and find products that fit their shopping preferences and needs. Shoppers can connect with brands on a deeper level through rich creatives and visuals to better understand the brand’s values and how their products are intended to be used. Since Stores are always on, shoppers can visit to buy the same product again or discover something new from a brand they trust and value, rather than searching for a general product from an unknown brand.

What are your best practices in terms of setting up a Store?

When it comes to creating and managing your Store, there are some best practices to keep in mind to help you avoid common mistakes. By following a few easy guidelines, you’ll ensure that your Store is converting customers.

1. Homepage

The Store home page serves as the main page that directs shoppers to different category pages you’ve set up. Make sure your links take you to the correct part of your Store. Also ensure the page doesn’t feel either too text or too image heavy. A balance of both is preferred.

2. Category pages

When creating category pages for your Store, there are a number of things to consider:

  • Does the collection of products make sense together in a group?
  • Are lifestyle images being used to show the products in the category?
  • Are there clickable products that will redirect customers to a product detail page?

3. Images

When it comes to the images on your Store, your page needs to follow a flow for easy navigation. Everything should feel natural for the shopper, and it should also be easy to read – no cluttered images or text. Additionally, to provide a good user experience, make sure there are no broken links on your images and that you only feature items that are in stock in your mock-ups. There’s nothing worse than seeing an item you want, only to find it’s out of stock.