Branding – Ryan George

211: COVID-19: the Best Thing to Happen to the Auction Industry Since Online Bidding?

Posted on: April 19, 2020 /

Categories: Branding

This pandemic might be the best thing that has happened to the auction industry since the Internet. The mandatory quarantine has the potential to change the public perception of auctioneers in our culture.

198: Why Manure Spreaders Are In Increasing Demand

Posted on: February 13, 2018 /

Categories: Auction Marketing, Branding

We wrongly assume our ideal buyers and sellers are just like us. We assume the marketplace looks at auctions and the assets in them through the same lens we do.

195: Auctioneers Are Braver Than I Am

Posted on: November 28, 2017 /

Categories: Auction Marketing, Branding, Marketing Tools

More to the point: all of my clients work on speculation. They take projects not knowing how big their paycheck will be or, in some cases, whether there will even be a paycheck on the other end of the deal. That takes some serious guts, a risk-taking ability I don’t have.

194: What Would You Do With a Marketing Do Over?

Posted on: November 16, 2017 /

Categories: Auction Marketing, Branding, Design

No matter who designs your print media, hold them to these standards. First, though, hold your brand to these standards. I know it’s hard. Entropy and familiarity fight us. Our ambition to sell and our exuberance about the auction makes restraint difficult. The more we remember that each piece is just a tease to the next step, though, the easier it becomes to trust less content to do more work. When our media consistently follows these cultural expectations, sellers and buyers will feel more at ease in the auction marketing process and with you managing it for them.

192: You Want More Sellers, But What Do Sellers Want?

Posted on: October 17, 2017 /

Categories: Auction Marketing, Branding

If you can prove any or all of the above, sell the heck out of them to people who look just like your past sellers. Don’t shoot one piece into the ether and wait for the Brinks truck. Create a systematic series of digital and/or print touches, and brand them with a consistent look and familiar message. If you come across as empathetic and competent, you’re more likely to grab the sellers everyone wants.

Why You And I Must “Uneducate” Ourselves

Posted on: May 30, 2017 /

Categories: Auction Marketing, Branding

I would contend that we spend much of our time uneducating the room. By that I mean that we have to lead people out of counterproductive advertising strategies and practices that have become engrained into the industry. We do that because using new technology with old approaches just multiplies the audiences for bad advertising.

179: How to Build a Brand When Your Auctions Vary Greatly in Value

Posted on: February 14, 2017 /

Categories: Auction Marketing, Branding, Design, Direct Mail, Marketing Tools

Most auction companies book deals with a great disparity of values. And not just in real estate. Estates, business liquidations, and farm packages come in all shapes and sizes. So do their advertising campaigns.