AM/PM Podcast

In this episode, our guest breaks down how he turned a small family brand into a thriving media empire through newsletters, podcasts, AI tools, and TikTok Shop strategies that build real e-commerce influence.   Join us for an engaging conversation on the AM/PM podcast as we explore the world of podcasts and newsletters with Kelsey Farrar, a seasoned expert and son of industry veteran Norm Farrar. Kelsey shares his unique insights into the evolution of newsletters and how they have become indispensable resources in the e-commerce industry. Learn how valuable content can transform newsletters from simple marketing tools into must-read resources that truly engage and inform subscribers. Discover how Kelsey was inspired by my presentation in Puerto Rico to revamp the Lunch with Norm newsletter, enhancing its value and engagement.   Listen in as we discuss the power of newsletters as a tool for building brand engagement. We highlight the importance of tailoring content to resonate with audiences and strategies like audience segmentation and interactive elements. The conversation touches on the importance of analyzing metrics to understand audience preferences, using current topics like TikTok shop bans to boost engagement. Kelsey also shares his journey from teaching English in Korea to collaborating with his dad on his personal brand during the COVID-19 pandemic, gaining valuable social media and branding insights.   Finally, we navigate the dynamics of hosting a podcast with nearly 700 episodes and the lessons learned from interacting with hundreds of guests. Discover the significance of having robust systems and processes in place to ensure business sustainability while avoiding the distractions of fleeting industry trends. We also explore the intricacies of building an online presence through platforms like Amazon affiliates and TikTok, highlighting the patience and persistence required for content creation. The episode concludes with reflections on the contrasting dynamics between Lunch with Norm and Marketing Misfits podcasts, emphasizing the importance of personal branding and networking in the digital landscape.   In episode 474 of the AM/PM Podcast, Kevin and Kelsey discuss: 07:56 - Consistent, Light Newsletter With Industry Insights 11:55 - Building Brand Engagement Through Newsletters 15:36 - Family's Transition During COVID Shutdown 21:45 - Business Success on Podcasts and Social Media 24:20 - Navigating Business Trends and Growth 30:26 - Social Media Influence and Product Experimentation 32:31 - Navigating TikTok Shop Expectations 39:35 - TikTok Brand Management and Affiliate Outreach 43:31 - Podcast Dynamics and E-Commerce Trends 45:13 - Comparing Podcast Formats and Audience Engagement 48:17 - Podcast Format Pros and Cons 51:01 - E-Commerce Industry and AI Advancements

In this episode, discover how to optimize your Amazon listings this holiday season, and our guest shares her FILTER framework and why the human touch still beats AI in driving conversions.   Unlock the secrets of e-commerce success this holiday season by mastering the art of Amazon listing optimization with Karyn Thomas, our seasoned guest with a knack for turning Amazon product pages into sales powerhouses. Journey through her inspiring transition from a marketing professional to a listing optimization guru, and discover the innovative FILTR framework that transforms ordinary product listings into irresistible offers. This episode offers a ton of strategies and insights that have propelled Karyn to the forefront of the e-commerce world, setting up your listings for stellar conversion rates and category rankings.   Dive deep into the FILTER framework, where each element, plays a pivotal role in capturing the attention and hearts of customers. Harness the power of "why" from Simon Sinek’s philosophy to engage shoppers on an emotional level, and learn practical ways to apply these concepts to your listings. Karyn also unveils the critical importance of visuals in product listings, exploring the use of advanced AI tools to enhance image analysis and storytelling that resonates with your target demographic.   As the digital landscape evolves, so must your strategies. Explore the latest trends in video content and AI integration for Amazon and beyond. Karyn discusses the growing potential of platforms like TikTok Shop and shares insights on maintaining a human touch amidst technological advancements. This conversation is packed with actionable tips to optimize your listings continuously, ensuring they remain competitive and compelling. Join us and embrace the exciting future of e-commerce with confidence and creativity.   In episode 473 of the AM/PM Podcast, Kevin and Karyn discuss: 00:00 - Listing Optimization Strategies for Amazon Sales 10:08 - Key Factors in Amazon Sales Success 11:28 - Listing Optimization Framework 18:17 - The Power of Storytelling in Sales 22:21 - Optimizing Amazon Listings With Images 29:01 - Amazon Listing Optimization Strategies 32:09 - Video Creation for Advertising and Listings 35:30 - Differentiating Product Positioning for Listings 41:20 - Effective Amazon Listing Design Strategies 45:26 - Importance of Design in Amazon Sales 47:37 - Human Touch in E-Commerce 55:50 - Human Touch in AI Marketing

Thinking about going global? Learn how to expand from the US to the UK and the EU the smart way. We break down VAT, EPR, PAN-EU, cash flow, and compliance so international growth feels easy.   What if expanding your e-commerce business globally was simpler than you ever imagined? Join us as we welcome Demet Kale from Vatai, who is here to dismantle the daunting myths surrounding international expansion and VAT compliance. Together, we demystify the processes that often hold sellers back from seizing the lucrative opportunities European markets have to offer. Demet offers her expert insights into how a unified compliance solution can pave a smoother path amidst the growing competition, especially with manufacturers stepping directly into the scene.   Curious about leveraging Amazon’s vast European network for your business? We discuss the hurdles and victories of selling through Amazon in Europe, emphasizing the power of Amazon’s logistics and support systems. Tackling issues like multi-currency cash flow and the importance of VAT registration, we highlight how a strategic partnership can make navigating these waters much easier. Our dialogue underscores the necessity of knowledgeable partners in achieving seamless customs clearance and overcoming bureaucratic obstacles.   Beyond the realm of Amazon, we expand our horizons to explore global e-commerce strategies, including the OSS scheme for platforms like Shopify. Discover how this system simplifies VAT reporting for sellers with a German VAT number and enables them to cater to local VAT rates across EU countries. We also venture into alternative marketplaces like Allegro, CDiscount, and Bol.com, while addressing essential compliance topics such as EORI numbers and Extended Producer Responsibility in Europe. Whether you're a U.S. seller eyeing the European market or vice versa, this episode is packed with strategies to help you build a sustainable global brand.   In episode 472 of the AM/PM Podcast, Kevin and Demet discuss: 00:00 - Expanding E-Commerce Globally With VAT 01:48 - Global E-Commerce Compliance Services 12:19 - International Expansion and Cash Flow 16:40 - Expanding Amazon Sales Internationally 20:08 - Navigating VAT and E-Commerce Expansion 26:10 - Amazon Eases VAT Compliance for Sellers 28:02 - E-Commerce Expansion Beyond Amazon 32:07 - Exploring International Marketplaces and Logistics 38:43 - Label Tool and EU Representation Requirements 42:30 - Global E-Commerce Expansion Strategies 43:16 - Common Mistakes in International Expansion 51:12 - Guiding International Expansion With Demet

Learn how today’s guest went from eBay to AI-driven marketing. Discover his secrets to LinkedIn growth, UGC blitz campaigns, trade show ROI, and mastering AEO optimization. Rob Stanley, a trailblazer in the e-commerce realm since the late '90s, shares his unique journey from selling parts for Palm Pilots on eBay to pioneering iPhone repair sales via YouTube. With nearly three decades of experience, Rob uncovers the secrets behind maximizing LinkedIn presence and the power of user-generated content strategies. He also recounts his remarkable transformation from being the "money man" to collaborating with companies challenging giants like Shopify. His stories are not just about past achievements but offer a roadmap for today's e-commerce professionals looking to make a mark in a dynamic industry. Our conversation takes an exciting turn as we explore the captivating world of trade shows and the art of standing out. Rob shares vivid anecdotes on how to create unforgettable trade show experiences, emphasizing the need for creative hooks and interactive booth presentations to capture attendees' attention. Further, we dive into the art of crafting compelling LinkedIn posts that spur engagement, complete with insights on using varied content types and scheduling tools to maintain a vibrant online presence. With Rob's clever strategies, listeners will find themselves equipped with the tools to transform their LinkedIn and trade show tactics into genuine business growth. In the final segment, Rob and Kevin explore the future of e-commerce, with a spotlight on AI optimization tools and emerging trends. We discuss the innovative potential of Super User-Generated Content and the evolution of e-commerce platforms, such as Miva. Rob offers compelling insights into how AI tools are reshaping search engine strategies, ensuring that brands stay visible in an increasingly digital world. From driverless technology to the evolution of sales dynamics, Rob's expert perspective provides a glimpse into the future, urging listeners to stay ahead of the curve in this ever-evolving landscape.  In episode 471 of the AM/PM Podcast, Kevin and Rob discuss: 00:00 - E-Commerce Journey With The "Money Man" Rob Stanley 07:51 - Discussion on Trade Shows and Feedback 08:46 - Maximizing Trade Show ROI 14:00 - Standing Out at Trade Shows 18:23 - Maximizing LinkedIn for E-Commerce Success 20:01 - Maximizing LinkedIn Engagement Strategies 24:41 - Promoting Brands and Products on LinkedIn 31:06 - Strategic Super UGC Marketing Blitz 38:11 - E-Commerce Industry Trends and Insights 44:33 - AI Optimization Tools for E-Commerce 48:47 - Chat GPT and AEO Rise 53:40 - Evolution of E-Commerce and AI 55:10 - Social Media Reach Out Tips

In this episode, we discuss how the next two years will redefine Amazon seller success. From AI and data to smarter testing, learn what it takes to stay ahead in the fastest-changing e-commerce era.   Join us on this episode as we explore the journey of Anthony Cofrancesco, a trailblazer in the e-commerce industry. Listen in as Anthony recounts his experiences from founding a conversion optimization agency for Amazon sellers to becoming a prominent speaker and e-commerce expert. He shares valuable insights from his early entrepreneurial days in Asia, where he co-founded a company focused on enhancing Amazon listings through graphics, video, and copywriting services. Discover how living in the Philippines, amidst a vibrant entrepreneurial community, allowed Anthony to significantly grow his business, eventually leading to the acquisition of his agency and his remarkable success with PickFu.   In a fascinating discussion on A/B testing, Anthony reveals how integrating testing into business strategies can drive substantial growth. Hear about his journey with PickFu and how strategic A/B testing helped brands like Thrasio's Angry Orange and Pink Miracle achieve remarkable sales increases. Anthony underscores the importance of moving beyond gut instincts, emphasizing that the initial investment in testing can yield significant long-term benefits. Learn how continual experimentation and rigorous testing can be the keys to success in today's competitive e-commerce landscape.   The conversation also explores the future of e-commerce, highlighting the evolving role of AI in streamlining business execution for Amazon sellers. Anthony discusses the challenges faced by sellers in navigating the overwhelming amount of information and how AI can revolutionize this space, enabling more efficient expansion across platforms like Amazon, Shopify, and retail. As the market becomes increasingly complex, Anthony stresses the need for sellers to adopt sophisticated systems and processes to maintain a competitive edge. Tune in to gain a comprehensive understanding of the dynamic nature of e-commerce and the pivotal role of execution in achieving business success.   In episode 470 of the AM/PM Podcast, Kevin and Anthony discuss: 00:00 - From Graphics to Data 02:07 - Business Partnership in the Philippines  08:39 - A/B Testing Discoveries and Results 17:11 - Using PickFu for Faster Market Research 20:16 - Optimizing Image Order for Conversions 22:18 - The Changing Landscape of Amazon Selling 27:19 - Maximizing Execution for Business Growth 35:46 - Future of Amazon Business Analytics, Execution, and Education 44:46 - Future of Consumer Spending and AI

Norm Farrar returns to reveal how sellers win in 2025: AI + AEO, authority building, influencer do’s/don’ts, email that prints money, and why events & cigars power real networking.   Join us for an engaging discussion as we welcome back Norm Farrar, the first-ever repeat guest on the AM/PM podcast under Kevin King. Norm shares his fascinating journey into the world of influencer marketing, shedding light on the hard work and strategic workflows that come with it. He opens up about the challenges he faced in tracking commissions and the newfound respect he gained for content creators. We also explore how Norm's innovative use of technology, like Zapier, helped streamline the process of creating engaging content, from scripting to filming, providing valuable insights for aspiring influencers and marketers alike.   As the conversation unfolds, we dive into the cultural significance of cigar smoking as a communal activity. Norm shares personal experiences from cigar lounges, highlighting how they serve as unique environments for stress relief, networking, and building friendships across diverse backgrounds. We reflect on numerous occasions where cigars have facilitated connections at various events, including Amazon gatherings, fostering an inclusive "brotherhood" or "sisterhood" for all participants. Upcoming events, such as the one planned in Tampa, are mentioned as further opportunities to strengthen these connections. Additionally, the episode explores the evolving landscape of e-commerce and retail, emphasizing the importance of being an early adopter and maintaining a strong omni-channel presence. We discuss the opportunities beyond Amazon, including platforms like Walmart and TikTok shops, and the critical role of brand perception and packaging when transitioning to retail. Listen in as we highlight the enduring power of email marketing, debunking myths about its obsolescence and showcasing the strategic use of AI to enhance targeting and personalization. Whether you're an aspiring influencer, an e-commerce professional, or simply curious about the future of marketing, this episode is packed with valuable insights and practical advice. In episode 469 of the AM/PM Podcast, Kevin and Norm discuss: 00:00 - Influencer Marketing and AI Workflow 08:35 - Product Promotion Success Story 12:16 - The Bonding Power of Cigars 16:46 - Amazon Networking Events and Bondings 21:10 - Networking Events and Industry Education 24:17 - Networking and Education in Amazon 30:19 - Utilizing Customer Questions for Marketing 32:22 - The Future of E-Commerce and Retail 40:35 - Maximizing Email Marketing Impact 41:42 - The Power of Email Newsletters 48:03 - Email Marketing and AI Optimization 50:46 - Generational Shift in Consumer Preferences 53:43 - Marketing Misfits Podcast

Join Yohan Jacob, founder of RetailBound and retail strategy expert, as he dives into how e-commerce brands can transition seamlessly into the retail landscape post-COVID. He reveals insider tips for becoming retail-ready, discussing the importance of packaging, pricing consistency, and marketing strategies that pull traffic to stores. Yohan emphasizes leveraging online presence to enhance retail success while explaining how to navigate margins and understand buyer preferences. Perfect for brands aiming to establish credibility and thrive beyond Amazon!

This week, we dive into Amazon product video production, exploring how AI is reshaping e-commerce videos, boosting response rates, and keeping customers engaged.   Rob Wiltsey, founder of VideoFresh, takes us on an engaging journey from his high school days as a video enthusiast to leading a top-tier company that revolutionizes video production for e-commerce. He shares how VideoFresh ingeniously combines the artistry of video with the structured efficiency of lean manufacturing principles, a synergy that has transformed how Amazon sellers and e-commerce platforms utilize video content. Rob’s approach not only optimizes production efficiency but also offers cost-effective solutions that don't compromise on quality, an aspect that has positioned Video Fresh as a leader in the field.   As we explore the multifaceted e-commerce marketing funnel, Rob and I discuss how strategic video content plays a vital role at each stage. From creating emotional connections with top-of-funnel content to crafting tactical videos for deeper engagement, Rob emphasizes the diverse video types essential for different marketing objectives. We touch upon the significance of cost-effective strategies such as batching product shoots and choosing the right video format—whether for branding, direct responses, or educational purposes—to align with specific goals. Personal anecdotes enrich our conversation, illustrating how VideoFresh's creative strategies are applied in real-world scenarios.   The discussion also ventures into the future, examining the intersection of AI and video production. Rob shares insights on how AI is currently enhancing creativity and efficiency without replacing the invaluable human touch in video production. He describes the exciting potential of AI to revolutionize how brands test and create content, while cautioning against the risk of AI-produced work becoming lackluster if not strategically managed. By balancing the technological advancements of AI with human expertise, Rob paints a picture of a vibrant future for video content strategy, one that e-commerce sellers can leverage to stay ahead in this rapidly evolving digital landscape. In episode 467 of the AM/PM Podcast, Kevin and Rob discuss: 00:00 - Video Production for E-Commerce Sellers 07:28 - The Power of Video Marketing 08:56 - Video Production Strategies for E-Commerce 13:39 - Creating Effective Video Content Strategy 19:14 - Video Strategies for Shopify vs Amazon 25:29 - Optimizing Testimonial and VSL Videos 30:08 - Effective Testimonial Video Creation Tips 34:41 - Amazon Video Production Process Overview 37:35 - Optimizing Video Production for E-Commerce 39:07 - Video Content Planning and Scripting Process 46:32 - Clarity in Visual Content for AI  49:17 - The Future of AI Video Production 51:04 - Rising Interest in Generative AI Videos 55:38 - Embracing AI Technology in Videos 58:13 - AI Advantages in Video Marketing 1:06:01 - Innovative Motion Capture Workflows

In this episode, our guest discussed why retail still outpaces e-commerce 4X. Learn how Amazon-proven brands land on Costco, Target, & Walmart shelves with his insider playbook.   What if your online brand could conquer the retail world, just like it did on Amazon? Join us as we chat with Doug Harding, an expert in navigating the complex transition from online selling to retail dominance. Doug shares invaluable insights into why retail remains a powerhouse, accounting for about 80% of US sales, and how online successes can pave the way for tangible, store-shelf victories. From strategic placement in major retailers like Costco, Walmart, and Target to the essential role of branding and social media in capturing buyer attention, this episode is packed with actionable advice for Amazon sellers ready to make the leap.   We unpack the challenges of retail distribution and explore the sophisticated logistics behind ensuring your product stands out in stores. Doug explains how refining packaging and leveraging distribution partners can smooth the path from online clicks to retail checkout aisles. Discover the financial strategies that can support this shift, including creative financing options like private equity and factoring, which have helped brands like Bertello pizza ovens expand from a Shark Tank pitch to a household name in major retail chains.   For those contemplating retail expansion, we highlight the potential for impressive sales growth and the unique considerations of wholesale cost structures. Our discussion covers the nuances of retail pricing and profit margins, emphasizing the importance of maintaining brand integrity while negotiating store placements. As we explore the opportunities and strategies for retail growth, you'll gain fresh perspectives on why retail is far from dead and how it can be a robust avenue for your business's future success. Tune in for a wealth of wisdom on harnessing retail opportunities and nurturing sustainable business growth. In episode 466 of the AM/PM Podcast, Kevin and Doug discuss: 00:00 - The Power of Retail Expansion for Amazon Sellers 04:30 - Changing Perspectives on Online Retail 07:26 - Navigating Retail Distribution Challenges 15:45 - Retail Pull Strategy Implementation Guidance 17:13 - Maximizing Retail Placement and Distribution 20:56 - Understanding Retail Shelf Placement Strategy 24:55 - Packaging Strategies for Retail Success 31:15 - Retail Logistics and Distribution Challenges 37:17 - Subscription Fees and Dominant Retailers 40:50 - Retail Product Launch and Distribution 42:54 - Shark Tank Product Success Story 50:23 - Retail Margin and Cost Structure 57:42 - Margin Analysis in Retail Sales  1:01:16 - Challenges of Online Advertising 1:03:50 - Exploring Retail Opportunities for Growth

Unmask the secrets of a $50M costume empire. From million-dollar days to seasonal surges, discover what Halloween sellers can teach every Amazon entrepreneur. Fraser Smeaton, the mastermind behind a $50 million costume empire, joins us to unveil the fascinating world of seasonal business success. With Halloween just around the corner, Fraser spills the beans on capturing 15% of annual revenue in just four days leading up to the spooky celebration. We explore the cultural evolution of Halloween, from its roots with Scottish and Irish immigrants to its booming presence across the U.S., Canada, the UK, and Europe. Fraser also shares how confectionery companies have sweetened Halloween's appeal in the UK over the past 15 years, and offers a nostalgic look at traditional celebrations like guising in Scotland.   The journey from a bedroom startup to a global costume phenomenon is nothing short of inspiring. Fraser recounts how writing the website URL on Morphsuits turned customers into living billboards, and how harnessing early Facebook advertising created waves in the e-commerce ocean. As the business scaled rapidly, they navigated the storm of market saturation and competition, pivoting towards direct-to-consumer sales on Amazon. Fraser emphasizes the significance of e-commerce tools like Helium 10 and the wisdom gained from networking events, which transformed their operation from $15 million to a $50 million powerhouse.    Talking about the operational side, we uncover the complexities of managing a seasonal costume business. From intricate retail partnerships with giants like Spirit Halloween and Target to the art of balancing high-end and budget-friendly offerings, Fraser reveals the strategic intricacies of thousands of SKUs. He sheds light on the international demand for costumes, highlighting the year-round efforts involved in product design and inventory management. As tariffs fluctuate and international expansion beckons, Fraser's insights provide a roadmap for navigating economic challenges while maintaining a festive spirit in the vibrant world of costume sales. In episode 465 of the AM/PM Podcast, Kevin and Fraser discuss: 09:09 - Seasonal Business Challenges and Strategy 11:16 - From Bedroom to Global Success 13:23 - Year-Round Dressing Up Culture in Europe 18:28 - Navigating Business Challenges 23:05 - Networking Across Different Industries 25:04 - Retail Strategy for Costume Sales 26:16 - Standard vs. Licensed Costumes 29:22 - Product Complexity and Growth Strategies 34:38 - Seasonal Costume Sales Strategy 36:17 - Seasonal Business Planning and Inventory Management 42:24 - US Tariffs and Halloween Inventory Challenges 45:22 - Inventory Challenges and Adaptations During Shipping 48:59 - Christmas Party Collaboration With Interactive Costumes 50:14 - Expanding Costume Business Internationally 56:10 - Opportunities for Costume Market in Japan  1:01:01 - Analyzing Past Trends for Future Projection 1:01:42 - Utilizing Helium 10 for Costume Sales