Seller Sessions Amazon FBA and Private Label

Open Brands - Amazon Seller Rich Hawkins - Gravity Fitness

Jun 28, 2023

E-commerce expert Rich Hawkins shares insights on leveraging influencers as affiliates, brand recognition, Facebook ads, working with larger affiliates, development of their fitness app, overcoming Brexit challenges, and expanding into the US market.

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ANECDOTE

From Doorman To Debt To E‑commerce

Rich started working as a doorman at 18 and later ran a bar that accumulated heavy debt and failed.
That failure pushed him to try e-commerce after closing the bar in 2011 and change his career path.

ADVICE

Pay For Your Weaknesses

Outsource tasks you dislike and hire people to cover your weaknesses to scale effectively.
Focus on what you do well and pay others to run the detailed day-to-day operations.

ANECDOTE

How Mini BMXs Launched His First Brand

Rich began selling niche scooter parts via dropshipping, then discovered mini BMXs and imported 200 units to the UK.
Early retail pre-orders and a £18k upfront order helped fund growth and validated the product opportunity.

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Open Brands - Amazon Seller Rich Hawkins - Gravity Fitness

Introduction:

In this episode of Seller Sessions, host Danny McMillan is joined by e-commerce expert Rich Hawkins.

This is the first part in a new series where we chat with Amazon Sellers that show their brand, which means we are able to discuss context to the business with the line of questioning.

Rich shares his insights on leveraging influencers as affiliates and the challenges of quantifying their impact. He also highlights the significance of brand recognition and the highest converting phrase for his business. Additionally, Rich talks about the role of Facebook ads, working with larger affiliates, and the development of their fitness app.

Key Points Covered:

The pivotal role of influencers in their business success, although quantifying their impact is challenging.

Utilising influencers as affiliates, incorporating discount codes, and other strategies.

The significance of brand recognition and its impact on customer conversion.

Exploring the effectiveness of Facebook ads as a marketing channel.

Partnering with larger affiliates and the benefits of collaborating with publications for sales and SEO.

The development of a fitness app and the extensive effort involved in creating high-quality content.

Overcoming challenges in the European market due to Brexit and establishing a separate European company.

The advantage of Estonia's tax rule that allows reinvestment back into the business.

The future focus on expanding into the US market and the logistical challenges of shipping larger products.

The shift towards seller fulfilled orders and the decreased reliance on FBA (Fulfilment by Amazon).

Rich Hawkins' contact information: Instagram - @rich_hawkins

Conclusion:

In this episode, Rich Hawkins provides valuable insights into leveraging influencers, expanding into new markets, and overcoming challenges in the e-commerce industry. Listeners gain practical knowledge on utilising influencers as affiliates, optimising Facebook ads, and the benefits of collaboration with larger affiliates and publications. Rich's experiences and expertise offer valuable lessons for e-commerce sellers seeking to enhance their marketing strategies and expand their business reach.

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