Interview with Brian R Johnson, Chief Innovation Officer and Co-founder at Canopy Management

1. Interview with Brian R Johnson, Chief Innovation Officer and Co- founder at Canopy Management Brian R. Johnson, director of innovation and co-founder of Canopy Management, has been a leader in online advertising strategy and conversion rate for nearly two decades. As a trusted partner with thousands of brands around the world, Brian has earned a reputation as a disruptor in a world full of exciting new challenges. Through his advertising agency Canopy Management, Brian has helped more than 20,000 brands improve e-commerce sales and profitability by leveraging the latest advertising practices and strategies in exciting new ways. The results that its products and services provide to large and small companies around the world are always in high demand. MEDIA 7: How did the idea of canopy management come about? BRIAN R JOHNSON: With 4 years of advertising management, training and teaching at Amazon and software, the natural extension has been a tailored agency service offering to major brands in need of professional advertising management. M7: What key Amazon key PPC strategies do you expect in 2021? BRJ: This year, we will continue to focus on Amazon's best practices, which, as sponsored video ads, will combine the basics of advertising strategy with "blue ocean" advertising measures (underused by competitors) and target key unanimous keywords. M7: Which marketing channels do you use and what do you think are the most promising channels for your target customers? BRJ: Facebook, LinkedIn, guest podcasts, YouTube, and more recently Clubhouse are some of the biggest reasons for new clients and students. M7: How do you, as CEO of Innovation, prepare for a world focused on artificial intelligence? BRJ: AI is still young, but most organizations in the e-commerce industry don’t meet it well. It is growing rapidly, but quality control is limited or advertising strategies are not deserved. For our R&D team, we use machine learning in our competitive analysis to identify niche markets that our customers can make better use of and serve the consumer. M7: What do you think are the three main challenges facing product marketing in the post-COVID-19 period? BRJ: The big change that brands need to adapt to in 2021 is to focus more on the needs and benefits of the target consumer and talk to the audience instead of copying competing products or misleading search engines to present their products. their content and products. M7: What do you read and how do you use the information to track your game? BRJ: I eat a lot of videos on YouTube first, I also listen to my colleagues and future content publishers on Amazon to hear a lot of confused or generally confused points. I can translate the good or bad arguments of others into actions that I can improve and test. Second, I will attend town hall talks through podcasts, webinars, and clubs to discuss current issues. M7: Words of wisdom for marketers? BRJ: For product marketing: "Lead with benefits, feature support".

2. He always answers the question "What does he have for me?" Whether it’s a product, a service, or a course ... why should I care? If the marketer can answer this question with a few words or one sentence in advance, you will keep the option long enough to consider other benefits and features you need or want. ABOUT CANOPY MANAGEMENT Canopy Management is Amazon’s main agency to help brands expand their business, gain market share and become kings and queens of their class! With average customer profit growth of 87% and a customer retention rate of 98%, Canopy is the silent force of some of Amazon’s most successful brands.