B2B Breakthrough Podcast: Transforming Brands in the Digital Marketplace with Corey Brown

Episode Release Date: November 6, 2024
Host: Sharon Guy
Guest: Corey Brown, Founder and CEO of Buffa Brand Marketing

1. Introduction to Corey Brown and Buffa Brand Marketing

Sharon Guy introduces Corey Brown, the founder of Buffa Brand Marketing, a specialized agency focused on e-commerce strategies for platforms like Amazon and Walmart. Buffa Brand Marketing is renowned for its expertise in brand development, marketplace solutions, strategic planning, and implementation, positioning Corey as a distinguished leader in the e-commerce domain.

2. Corey’s Journey into E-commerce

Corey recounts his entry into e-commerce, highlighting a pivotal moment on Craigslist where he secured a marketing assistant position for an Amazon consultant. Despite initial skepticism from friends, Corey persevered through an extensive 15-step interview process, which ultimately opened doors to the e-commerce world.

Corey Brown [01:29]: "Craigslist was big at the time. I went through a crazy 15-step interview process to get this job."

This role ignited his passion for building online stores and understanding the intricacies of e-commerce platforms.

3. Building Buffa Brand Marketing: Strategies and Growth

After gaining substantial experience, Corey decided to launch Buffa Brand Marketing. Utilizing platforms like Jungle Market, an offshoot of Jungle Scout and Helium 10, Corey swiftly positioned Buffa Brand among the top three services within the first month by implementing a robust branding strategy.

Corey Brown [08:00]: "I implemented my branding strategy, built all my own graphics, and optimized everything to position Buffa Brand at the forefront."

This strategic approach enabled rapid growth, transforming Buffa Brand into a recognized player in the e-commerce agency space over five years.

4. Services Offered by Buffa Brand

Buffa Brand Marketing offers comprehensive services tailored to the needs of various e-commerce businesses. Their offerings include:

• Amazon and Walmart Account Management: Handling brand listings, advertising, and strategic planning.
• Visual Creatives: Developing high-quality graphics and content to enhance product listings.
• Advertising Strategies: Driving traffic through both platform-specific and external advertising channels.
• Flexible Collaboration: Partnering with clients to fill gaps without completely taking over their existing teams.

Corey Brown [10:22]: "What differentiates us is our cohesive execution. We handle everything from graphics to advertising, providing flexibility to work alongside our clients' teams."

5. Case Study: Grill Perfect

Corey shares a detailed example of working with Grill Perfect, a small brand focused on product development. Grill Perfect sought assistance in visually showcasing their products and enhancing their Amazon presence. Buffa Brand delivered by:

• Creating Full Visual Creatives: Reshooting products to produce high-quality images.
• Developing Advertising Strategies: Crafting campaigns to drive visibility and sales across multiple channels.
• Strategic Planning: Building out visual displays that overcome customer objections and enhance brand storytelling.

Corey Brown [11:35]: "We helped Grill Perfect by doing full visual creatives, advertising, and driving all the strategy across Amazon and multiple channels."

6. Content and Branding in E-commerce

Corey emphasizes the importance of tailored content and brand storytelling in e-commerce. Buffa Brand focuses on:

• Evoking Emotion: Designing content that resonates with the target audience’s aspirations and lifestyle.
• Comprehensive Listings: Building out product listings that convey information clearly without overwhelming the customer.
• Brand Story and A+ Content: Creating narratives that highlight the brand’s origins and product excellence.

Corey Brown [13:09]: "We're building out entire templates for product lines to maximize value, brand alignment, and overall cross-selling and upselling."

7. Navigating Different Marketplaces: Amazon vs Walmart

Corey discusses the nuances between selling on Amazon and Walmart:

• Amazon: Highly integrated with APIs, extensive data capabilities, and a saturated advertising console, allowing for sophisticated strategies and tactics.
• Walmart: Fewer supporting apps but rapidly growing integrations, requiring different content and production approaches.

Corey Brown [18:03]: "Amazon has a lot of integrations and data capabilities, whereas Walmart is expanding its ecosystem and supporting more apps."

Corey also highlights the emerging Seller Fulfilled Prime (SFP) program, offering alternative fulfillment options beyond FBA.

8. Emerging Trends: TikTok and Live Streaming

Buffa Brand is expanding into TikTok, recognizing its growing influence in social selling and user-generated content. Corey believes TikTok is becoming a crucial platform for reaching younger demographics and integrating e-commerce with social media.

Corey Brown [19:16]: "We're adding TikTok to our competencies as it's becoming a significant channel for sales and product discovery."

Regarding live streaming, Corey expresses reservations due to his preference for traditional methods over personality-driven sales.

Corey Brown [21:20]: "I'm a little bit of a hermit and not a big social media person, so I shy away from live streaming."

9. Recent Developments in Amazon: AI and Rufus

Corey discusses Amazon's integration of AI, specifically the Rufus tool, which analyzes listings and reviews to generate customer-facing insights. While AI enhances data processing, it poses challenges like the potential amplification of fake reviews.

Corey Brown [23:47]: "AI is one of the big changes. Rufus helps customers get important facts but can also reinforce fake negative reviews."

This development underscores the importance of actively managing reviews and maintaining quality control to safeguard brand reputation.

10. Staying Updated in a Rapidly Changing Market

To keep abreast of marketplace changes, Corey employs a multi-faceted approach:

• Monthly Internal Reviews: Curating updates and sharing them through internal newsletters.
• Networking and Events: Attending industry events to gain insights and connect with experts.
• LinkedIn and Professional Networks: Leveraging connections to access up-to-date information.

Corey Brown [26:23]: "We do consistent monthly reviews and rely on our LinkedIn network to stay informed with the latest trends and updates."

11. Mental Health and Work-Life Balance in E-commerce

Corey addresses the constant demands of the e-commerce landscape, emphasizing the importance of balance:

• Batch Processing: Managing tasks in batches to avoid the stress of 24/7 operations.
• Flexible Work Environment: Encouraging team flexibility to promote a healthy work-life balance.
• Automated Tracking: Utilizing metrics tracking to stay informed without constant oversight.

Corey Brown [28:43]: "No business has to be 24/7. You can solve things in batches and give your team the flexibility to maintain balance."

12. Future Aspirations and Global Expansion

Buffa Brand Marketing aims to scale globally, with recent hires focused on expanding into Chinese markets. Corey envisions a multilingual approach to serve a broader international clientele, enhancing collaborations with platforms like Alibaba.

Corey Brown [30:15]: "We’re looking to become a more global company, working with sellers around the world and integrating more marketplaces."

13. Advice for Shopify Entrepreneurs Considering Amazon or Walmart

Corey advises Shopify store owners to diversify their presence by leveraging Amazon and Walmart alongside their existing platforms:

• Build a Dual Strategy: Use marketplaces to attract new customers while nurturing a direct relationship through Shopify.
• Brand Ownership: Simultaneously develop a strong brand presence on Amazon and your own website to maintain control over customer relationships.
• Product Selection: Curate a subset of products suitable for marketplaces to drive traffic and conversions back to your primary platform.

Corey Brown [32:35]: "If you have a successful Shopify store, start a conversation about curating products for marketplaces to drive revenue and customer growth."

14. Closing Thoughts and Final Advice

Corey emphasizes the importance of strategic flexibility and staying informed in the ever-evolving e-commerce landscape. He encourages businesses to embrace integrations and maintain a balanced approach to growth and operations.

Corey Brown [36:27]: "I'm excited about the integrations between Amazon and Shopify, making things easier for people trying to piece it all together."

He concludes by highlighting the significance of community and continuous learning through events and networking.

Key Takeaways

• Strategic Branding: Effective branding and visual content are critical for success on e-commerce platforms.
• Platform Nuances: Understanding the differences between marketplaces like Amazon and Walmart can optimize sales strategies.
• Emerging Channels: Platforms like TikTok are becoming essential for reaching new demographics and enhancing social selling.
• AI's Impact: Tools like Amazon’s Rufus offer both opportunities and challenges in managing customer perception.
• Work-Life Balance: Implementing flexible work practices is vital for maintaining team well-being in a demanding industry.
• Global Expansion: Multilingual and international strategies are key to scaling and reaching a wider audience.
• Dual Strategy Advantage: Combining marketplace presence with direct brand ownership on platforms like Shopify can drive comprehensive growth.

Notable Quotes

• Corey Brown [01:29]: "Craigslist was big at the time. I went through a crazy 15-step interview process to get this job."
• Corey Brown [08:00]: "I implemented my branding strategy, built all my own graphics, and optimized everything to position Buffa Brand at the forefront."
• Corey Brown [10:22]: "What differentiates us is our cohesive execution. We handle everything from graphics to advertising, providing flexibility to work alongside our clients' teams."
• Corey Brown [18:03]: "Amazon has a lot of integrations and data capabilities, whereas Walmart is expanding its ecosystem and supporting more apps."
• Corey Brown [23:47]: "AI is one of the big changes. Rufus helps customers get important facts but can also reinforce fake negative reviews."
• Corey Brown [32:35]: "If you have a successful Shopify store, start a conversation about curating products for marketplaces to drive revenue and customer growth."

Corey Brown's insights provide invaluable strategies for transforming brands in the digital marketplace. His emphasis on cohesive execution, strategic flexibility, and balanced growth offers a roadmap for e-commerce businesses aiming to achieve their next big breakthrough.