Channel Mastery - Ep. 116: Kiri Masters, Founder of Bobsled Marketing & The Marketplace Institute

Bobsled Marketing & The Marketplace Institute

**Founder kiri masters**

“...There's a little misconception about how effective Amazon can be as a channel, because, yes, people are going there when they're ready to buy. They could have spent three months trying to figure out what barbecue they should buy. They decide what they want to buy, they go to Amazon and they buy it. If you just looked at that behavior on Amazon, it would look very strange, but you don't necessarily know all the different touch points someone has had with your brand, including in stores up until that point.”
- Kiri Masters

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My guest today is a well-known thought leader in the evolution of retail, more specifically, marketplaces. In this episode, you’ll meet Kiri Masters, the Founder of Bobsled Marketing, The Marketplace Institute and a Forbes contributor. As Amazon continues to change on a monthly, weekly (and sometimes daily) basis, it is Kiri’s mission to help specialty brands and businesses navigate the Amazon marketplace.

Kiri began her Amazon quest in the early days of the platform in 2012/2013. Needless to say, there were few, if any, resources available to support a specialty brand presence on the Amazon marketplace. She quickly realized that there was a very real need for a tailored solution for smaller brands and Amazon consulting. In 2015, she launched Bobsled Marketing, which helps brands to manage their Amazon sales channel with operational support, brand protection, marketing and advertising. Four years later, in 2019, she launched the brand-new Marketplace Institute, which was designed to enable smaller businesses to have a self-serve model for through a private membership program.

For many of Verde’s clients, it’s just not possible to have an in-house Amazon expert or marketplace manager. Kiri has learned a tremendous amount through her businesses, and in this episode, she shares a wealth of knowledge and current tips on how to put your brand positioning forward

It was an honor to sit down with Kiri on this episode and I am so looking forward to see what she does next and have her on the show again.

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kiri masters

Kiri Masters is Founder of Bobsled Marketing and The Marketplace Institute. She is also a Forbes contributor.

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“...There's a little misconception about how effective Amazon can be as a channel, because, yes, people are going there when they're ready to buy. They could have spent three months trying to figure out what barbecue they should buy. They decide what they want to buy, they go to Amazon and they buy it. If you just looked at that behavior on Amazon, it would look very strange, but you don't necessarily know all the different touch points someone has had with your brand, including in stores up until that point.”
“...Someone's stated behavior is not the same as their real behavior as well. So even if you're serving those people and asking how they discovered your brand and where they purchased and how they made that decision, they're not always going to recall really accurately what they did.”
“...What a lot of brands are discovering is that you get a lot more control on the third party side, and as a general generalization, often better profitability as well. So Amazon's rolling out a million new features a week for the sellers and the vendors really don't get a whole lot of love and keep having their margins crushed every year with negotiation.”

Channel Mastery - Ep. 116: Kiri Masters, Founder of Bobsled Marketing & The Marketplace Institute

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featuring

kiri masters

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