Client Profile
Lunt Solar Systems is a state of the art manufacturing and sales facility in Arizona. Lunt is responsible for the design, fabrication, assembling, and personal testing of solar telescopes and solar filters.
- Premier manufacturer of solar telescopes
- Largest producer of solar telescopes in the United States
- Partnered with National Aeronautics and Space Administration (NASA)
While Lunt’s products are cutting-edge, they came to Nuanced Media looking to help them launch and optimize and Amazon campaign targeted at the 2017 Solar Exlipse.
Amazon Channel Challenges
Preparing to move 5-7 million eclipse products in a 30 day window creates a unique set of logistics challenges. Nuanced Media worked with our client Lunt Solar Systems to determine the potential distribution methods including Mall Kiosks, Brick and Mortar distribution, direct distribution, pick and pack shipping partners and other options. Upon reviewing costs and challenges, Amazon was the obvious leader but offered some unique challenges.
Strategy
After our initial analysis, we decided to focus on Amazon as the primary distribution channel for the Lunt solar eclipse glasses. In order to accomplish our goal, we provided expert consultation and execution in the following areas.
- Amazon FBA
- Amazon PPC setup, management & optimization
- Listing Optimization
- Review requests & management
- Competitive analysis
- Flexible FBM ( fulfillment by merchant ) & FBA ( prime) balancing strategy.
- Algorithmic Pricing
- Product Mix segmentation
Features
While Lunt was advertising heavily on Amazon, it was mission critical to has a concrete off Amazon strategy as well as to increase product sales, establish additional credibility and drive more brand awareness.
- Social media advertising
- Video Ads
- Google shopping PPC
- Eccomerce optimization
- Strategic Partnerships
- Press Relations
- Certifications
Results
Our initial goals were to drive $5 million in topline revenue on Amazon with a direct d spend of 9% or less. By combining the above strategies and applying dynamic re-pricing and aggressive marketing leading to peak demand, our final result was $18,000,000+ in topline revenue and a direct advertising spend of less than 1.8%.
Additionally, Andy Lunt was interviewed by the Wall Street Journal, New York Times, USA Today, TIME and the Weather Channel. His product was listed or discussed in hundreds of publications including Washington Post.
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