Ecommerce Braintrus‪t‬ Kiri Masters

Welcome to the third part about Instacart, the theme we are covering in our book Instacart for CMOs, which is coming out on March 10, 2021. Stefan Jordev is again with us, my colleague from Bobsled Marketing, and co-author of the book Instacart for CMOs. Our agency, Bobsled Marketing offers Instacart Advertising support as a service. If you are interested in cooperation, you can find the link at the bottom of this page. 
Brands of all sizes and levels of sophistication seek out the support of an outside agency partner. This includes Fortune 500 companies right down to emerging brands. It can be a question of limited internal capacity or resourcing, or that the company needs to be assured that they are operating with best practices. 
Let’s discover together which brands have found working with agencies beneficial and in what cases could you manage advertising internally.
Make sure to tune in to find out more!
MENTIONED IN THIS EPISODE Connect with Kiri Masters
Connect with Stefan Jordev 
Learn more about Bobsled Marketing
Sign up for updates about new book Instacart for CMOs
Order your Kindle edition 
The Most Surprising Things We Learned Writing "Instacart for CMOs"
 

Last week Stefan Jordev, my colleague from Bobsled Marketing and co-author of the book Instacart for CMOs, and I talked about advertising on Instacart and what type of ad campaigns are available on Instacart, how to choose the most important for your brand and we shared some tips for advertising. 
Where does Instacart fit in my company’s P&L? is the second topic in the series we would like to cover before our book Instacart for CMOs is available for readers.
In our book Instacart for CMOS, we dig into performance, advertising, demand generation, leaders, available brands on Instacart, and many other topics. P&L (Profit and Loss) responsibility is one of the most important responsibilities of any executive position. Having P&L responsibility involves monitoring the net income after expenses for a department or entire organization, with direct influence on how company resources are allocated. Instacart is a pretty awkward place in a brand’s P&L. This is the issue we discovered and discussed in our book. Stefan interviewed dozens of e-commerce digital leaders from different brands to understand how these companies are organizing themselves, where does the marketing aspects of Instacart fit on the team and how do they think about P&L.
Make sure to tune in!
MENTIONED IN THIS EPISODE  Connect with Kiri Masters
Connect with Stefan Jordev 
Learn more about Bobsled Marketing
Sign up for updates about new book Instacart for CMOs
Order your Kindle edition 
The Most Surprising Things We Learned Writing "Instacart for CMOs"

Our today’s guest is Stefan Jordev, my colleague from Bobsled Marketing and co-author of the book Instacart for CMOs, which is coming out on March 10, 2021.
Instacart for CMOs offers the first and most comprehensive look into how other CPG brands are operating and maximizing their Instacart sales channel. Dial-in your marketing strategy on Instacart before your competitors wake up to the opportunity.
Stefan Jordev is Director of Marketplace Strategy and Insights at Bobsled Marketing. He has been working in the digital marketing field for a decade. His past job experience includes roles involving Paid Social & Paid Search advertising management. Stefan loves being able to create and review campaigns whose effects are evident days after they have been launched.
Should my brand advertise on Instacart is the first topic in the series we would like to cover before our book is available for readers.
Make sure to tune in!
MENTIONED IN THIS EPISODE Connect with Kiri Masters
Connect with Stefan Jordev 
Learn more about Bobsled Marketing
Sign up for updates about new book Instacart for CMOs
Order your Kindle edition 
Why We Wrote "Instacart for CMOs"?
 

Based on Coward and Company predictions we are expecting 11% eCommerce growth in 2021 but where should a brand look for growth in 2021? This is the question I am trying to answer in today’s podcast. In 2020 we had record-breaking growth of 48% and another 11% in 2021 seems like a pretty phenomenal projection. This is a challenge for eCommerce teams and brand marketers to understand where is that growth coming from. How should we be allocating across marketplaces knowing that more marketplaces are coming online? Retail media platforms can be really effective at driving not only sales through that online retail but in-store as well. 

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MENTIONED IN THIS EPISODE Connect with Kiri Masters
Learn more about Bobsled Marketing
Sign up for updates about the new book Instacart for CMOs
Learn more about Instacart
Find out more about The Full Revenue Impact of Retailer Ad Platforms

Today I’m speaking with Steven Forte, an intellectual property attorney with Smith & Hopen, P.A. in Tampa, Florida. Steven is both a registered patent attorney with the United States Patent and Trademark Office (USPTO) and is a member of the Florida Bar. He devotes his career exclusively to the practice of intellectual property law, focusing on all aspects of patent, trademark, and copyright law.  
An ongoing problem for us on Amazon is direct competitors taking our photographs directly from our product pages, and using them in their own product listings to sell similar products. When bringing the issue to Amazon's attention, the brand was told that they'd have to provide copyright registration or some kind of evidence that they are the owner of the copyright. The same brand has noticed their product images also showing up on other selling platforms. Steven talks about different options available to a brand to protect their copyright and the USPTO registration. 
“They have their trademark and patent stuff, they are really shining that but copyright has really been left behind in Amazon, in my opinion.” Steven Forte
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MENTIONED IN THIS EPISODE Connect with Kiri Masters
Learn more about Bobsled Marketing
Connect with Steven Forte
Find out more about Smith & Hopen
Learn more about USPTO

In 2020, Bobsled ran its first pro-bono program. We, along with 2 of our partners, Ad Badger and Lemonlight, decided to support a black-owned enterprise with Amazon account management services and ran a search for a company that we felt would benefit from this initiative and pass these benefits on to their community. We were so pleased to find Lift Your Table in our search and award the pro bono program to them. 
Bethany Smith is President and Co-founder of B Team Solutions, an explosive WBENC and NMSDC-certified (woman and minority-owned) manufacturing company located in Palm Desert, CA.  The companies’ main product, Lift Your Table® Folding Table Risers, is a product that quickly raises the height of most folding tables from seated height to counter height or higher…with no tools required.
Make sure to tune in to find out more about our collaboration!
MENTIONED IN THIS EPISODE
Learn more about Lift Your Table
Connect with Bethany Smith
Connect with Kiri Masters
Learn more about  Bobsled Marketing