• #222
    Jul 16, 2014

    There Is No Routine Auction

    The Marketing Power of Empathy

    The same desire is true for a large portion of auction sellers—at least those with assets big enough to warrant a proposal or earn a company brochure. They want to know the auction marketer pitching to them will understand their situation, study their asset, and create a custom plan to make the best outcome possible. They want to hear, “There is no routine auction.”

  • #220
    Jun 11, 2014

    A Small Business Marketing Innovation

    Digitally-Printed Pocket Folders
    Digitally-Printed Folders with Peel'n'Stick Pockets

    Now, printing five or ten folders takes only hours. Prices vary according to quantity but are very affordable for most campaigns, especially compared to the old production method’s costs. You can have a custom folder for a proposal, for an auction bidder’s packet, for a settlement folder. You could even use variable data so that different recipients’ names and/or different photos are shown on their respective pieces.

  • #210
    Mar 26, 2014

    Branding Lessons from a High-Rise Crane Operator

    Rudolph Portrait
    A Unique Perspective on "Core Strength"

    I highly doubt Rudolph realized the inherent advice that he was giving. It’s the same advice I give college juniors and seniors who ask me how to build a successful business and the advice I give nascent auctioneers in the halls at conferences: “Focus on your core competencies. Find what you do best, and focus on the niche market that values that.” It’s advice I had to learn from experience.

  • #208
    Mar 12, 2014

    Asking the Wrong Branding Question

    Which came first?
    Chicken or the Egg?

    It’s not even a “chicken or the egg?” enigma, because brochures and websites are both eggs. The chicken is your brand. Every way that your brand is expressed hatches from the hen that gives it her DNA—its appearance, its personality, its intrinsic qualities.

  • #205
    Feb 11, 2014

    Rebranding Strategies from Super Bowl Commercials

    Jaguar Super Bowl
    Changing Brand Perceptions

    Both had the same goal: change their respective brand’s engrained perceptions. Radio Shack had been wearing a pocket protector long before Best Buy took its lunch money, broke its soldering gun, and stuffed it in a locker. Jaguar had been showing people it’s yearbooks from the 1960′s, while yelling at Audi to get off its lawn.

  • #183
    Feb 14, 2012

    Learning From Public Perception

    Screen Capture of jcpenney's New
    Confronting Public Perception

    The fight to save and grow the auction industry is in the hands of us who market in it every day. Our success will require us to step out of our perspective, our conveniences, our assumptions. Our jobs will most likely continue to require more steps and a wider skill set. I’m in this, too. To maintain value for my clients, my responsibilities, packages, and services have changed over the past years. Have you found that to be true? If not, how long do you think your status quo will serve you well?

  • #180
    Jan 5, 2012

    What Would Your Brand Do?

    Image used by permission by purchase from iStockPhoto.com
    Your Brand as a Filter

    or years, I’ve rolled my eyes at mission statements and the like, especially the ones that get posted on store walls or printed in company brochures. I don’t really care what a company’s mission statement is. If your customer service and marketing already exemplify it, I already know your vision and values. If they don’t, why give me a yardstick to to measure your shortcomings?

  • #174
    Nov 4, 2011

    10 Tips for Better Marketing Emails—Part 1: Do’s

    Spam Folder, used by permission through purchase from iStockPhoto.com
    Email Marketing Tips

    If these suggestions seem like common sense, know that I’m still not seeing them used as common practice by many small business owners—auctioneers in particular. For all you do to sell your professional brand in the marketplace, don’t sabotage that work and expense with cheap and lazy email marketing.

  • #171
    Sep 1, 2011

    6 Marketing Myths Entrepreneurs Believe

    Lynchburg Billboard
    Lessons From Bad Billboards

    In short, avoid myopia at all costs. Get outside of yourself, your business, your ego. Don’t get bored with your branding; instead, realize that well-policed marketing will accelerate your brand over the long haul—long after most YouTube sensations have come and gone.

  • #162
    May 12, 2011

    Your Brand Doing the Heavy Lifting

    Piggy Banks
    Company Promotion Ads

    Your company promotion can communicate something far different from what its words say. Sadly, most small business advertising says, “I’m much better at what I do than telling you what I do,” or “You need to trust that we’re more professional than our advertising makes us look.” Don’t be one of those companies.

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