Why should I consider running a sale during Amazon Prime Day even though I'm not Amazon?

Amazon is going to spend massive amounts of money marketing Prime Day and putting ‘chum in the water’—getting consumers excited and ready to buy. They’re whipping shoppers into a buying frenzy with their finger on the trigger, ready to spend. The smart move is to water ski right behind their boat. When a huge company is already conditioning customers to shop and spend during a specific time period, you can capitalize on that buyer momentum by running your own sale during the same timeframe. Create your own event name that dovetails with Prime Day and ride the wave of increased consumer spending they’ve created. You’re essentially benefiting from their marketing investment without paying for it.

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Asked by general teaching audience · Answered by Patrick Shanahan · art-marketing-podcast · 2021-06-09