Season 4, Episode 35. Innovative Products with Shannon Roddy
What does it take to not only launch a product on Amazon but to actually protect and scale it in the ever-changing e-commerce world?
In this episode, Natalie Born interviews Amazon expert Shannon Roddy. Shannon shares his journey from learning web design to becoming a trusted authority on Amazon brand success. He dives into the critical aspects of launching innovative products, creating demand, and defending against copycats. He highlights the importance of building a defensible brand and how to leverage influencers and video for impactful product launches. From launching his own marketplace seller course to being acquired by Avenue7Media, Shannon offers valuable insights on navigating the complexities of Amazon and succeeding in e-commerce.
[00:01 - 06:49] A Journey from Web Design to Amazon Expertise
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Shannon's transition from web design to Amazon consulting
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The challenges of learning Amazon from scratch and building an online course
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The key to becoming an educator and explaining complex concepts clearly
[06:50 - 12:27] Creating Demand Before Supply
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The importance of creating demand before launching a product
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Strategies for testing products with smaller audiences before going live on Amazon
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How customer feedback shapes product iterations
[12:28 - 16:53] Protecting Your Brand from Copycats
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The rise of copycat products on Amazon
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How to build a defensible brand and product
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The role of patents, manufacturing barriers, and regulatory compliance in product protection
[16:54 - 24:28] The Power of Branding and Customer Trust
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Building emotional connections with customers to foster brand loyalty
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Why people prefer brands they trust, even when cheaper alternatives exist
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The story of how brands became successful through innovation and customer insight
[24:29 - 29:36] Influencers, Video, and Innovative Product Launches
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Leveraging video content and influencers to promote innovative products
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How influencers help reach target audiences and build trust in new brands
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The viral success of the Wisp product, driven by video marketing and influencers
Quotes:
“The best thing you can do is build brand equity and awareness. People have to love, know, and trust your brand.” - Shannon Roddy
"You can't find the search volume for a product that doesn't exist; you have to create demand before you create supply." - Shannon Roddy
Connect with Shannon:
LinkedIn: https://www.linkedin.com/in/shannon-roddy/
Website: https://avenue7media.com/
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