Following up on the creative post I sent on Thursday, here's a smart marketing idea to attract unexpected traffic and sales from unconventional sources.
The idea is to create a guerrilla-style campaign and reach customers in places where they wouldn't expect us.
When we run a display campaign on Amazon, in practice, Amazon allows us to display it on the product detail pages of other ASINs. So, almost automatically, most sellers go to convenient places they already know and advertise within their competitors' product detail pages to steal sales from there.
What if you were to set up an additional display campaign targeting only complementary products to yours and target customers who never intended to buy your product in the first place?
Here are some examples:
If you're selling bike locks, target mid-range to high-end bicycles with the slogan:
"You're going to spend so much money on these bikes, so you can get a quality lock."
If you're selling camping mattresses, target tents with the slogan:
"Camping would not be perfect without a comfortable mattress."
If you're selling a chef's knife, target cutting boards with the slogan:
"A cutting board is worthless without a good knife."
I'm sure you can think of at least 2-3 complementary products for your own and find suitable slogans for them without any problem.
Display campaigns tend to consume a lot of money, so it's important to keep a close eye on them and measure the results every two days. If the campaign doesn't perform well (i.e., doesn't get clicks, reasonable CTR, and, of course, sales), consider pausing it because it might not be effective, and you may want to try another complementary product with a different slogan.
In the image, an example of real-life advertising - reaching the customer where they least expect it.