1Put deals where a cut moves the rank
Premium speakers gained about 20 percent of rank per 10 percent cut, cheap in-ears about 4 percent.
The example brand swaps its four cheap in-ears for four speakers above €66.
Playbook
How to plan your next brand week
Four steps, one example brand, the same budget. The result: about 1.55 times the measured rank response.
Most of the gain comes from step 1, the product list. Arithmetic on measured values, assuming the response grows with the budget inside the measured ranges.
An audio brand on amazon.de plans a brand week in March, away from the big events. Budget €40,000, margin 40 percent. Its plan so far: 20 percent off the ten best sellers, four cheap in-ears, three mid in-ears and three mid speakers, budget split evenly.
2Split the budget by measured response
A 10 percent cut moved speakers about 13 percent and in-ears about 10 percent.
Even
€20k€20k
By response
Speakers €23kIn-ear €17k
The example brand gives speakers €23,000 and in-ears €17,000.
3Go only as deep as the next step still buys rank
Speakers: beyond 25 percent the gain was not clearly larger. In-ears: no step clearly beat the smaller one.
The example brand stays at 20 percent on speakers and 15 percent on in-ears.
4Plan the price rise for after the brand week
In speakers, a rise of 5 to 15 percent cost about 11 percent of rank. Rises above 25 percent cost clearly more.
The example brand passes on an 8 percent rise two weeks after the brand week and checks the rank daily.
Before your next brand week
Four questions for your own plan
- 1Which deal products sit in a tier where a cut barely moved the rank?
- 2Does the budget follow last year's plan or the measured response?
- 3Do you know the depth at which extra discount stopped buying rank?
- 4Which products could carry a small rise after the deal?
The example brand, its products and its budget illustrate the steps. Every measured number comes from a published report, with its range. The measurements cover plain price changes without deal or coupon markers. A brand week with a deal badge can add visibility on top of what is measured here.