Category : Branding

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128: Academy Award-Winning Advertising

This practice can wipe some of the myopia off the lens through which we evaluate our advertising. It can also lead us to dismantle how we build our media and become more intentional with our creative processes—with both large, conceptual decisions and seemingly-small choices. The ensuing conclusions might not lead us to the best practices; but they should, at least, lead us to more self-aware and purposeful marketing.

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127: Subtracting Your Way to More Effective Advertising

For asset or auction promotion, we need to know that if someone isn’t interested in the headline attributes of an asset, they don’t need to know any more. We need to know that if someone isn’t motivated enough to go to our website for unabbreviated terms, room dimensions, or serial numbers, they probably aren’t motivated enough to attend a property inspection, register for the auction, or participate in bidding.

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126: Your Company History Matters Less Than You Think

Consumers don’t care how long you’ve been in business. At least it’s not a priority to them. Buyers want to know that you have what they want when they want it. Sellers want to know you’ve got a lot of recent experience marketing this exact type of asset in current market conditions. Whether you’ve been in business eight years or 80 years only matters as a tie-breaker, if all other considerations are equal.

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“We Do It for the Next One.”

Don’t take it from me. Take it from one of the most successful auction marketers in the country, a vice president of an auction company that regularly posts sales above $100 million per year. We were talking about his company’s direct mail strategy, and he hit me with one of the most important pair of sentences I’ve heard during my 15-year career.

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120: Ask 4 Questions to Get More Sellers

Asking enough questions and asking the right questions will take a lot of the guesswork out of the prospecting process. Some of these questions you can answer on your own after some personal reflection or staff conversations. Some of these questions, though, will require you to interview your past and current sellers. All of these questions will give you insight into how to most efficiently maintain and even grow your client base.

119: There Is No Routine Auction

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.”

118: A Small Business Marketing Innovation

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.

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113: Branding Lessons from a High-Rise Crane Operator

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.

110: Rebranding Strategies from Super Bowl Commercials

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.

98: Learning From 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?

95: What Would Your Brand Do?

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?

88: 6 Marketing Myths Entrepreneurs Believe

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.

81: Your Brand Doing the Heavy Lifting

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.

69: Retail vs. Wholesale Branding

If you want premium retail results from your services, implement premium retail tactics. If you want to develop a low-margin, high-volume workflow, give buyers and sellers premonition of such proficiency. And if you’re somewhere in the ambiguous middle, never . . .

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