Category : Auction Marketing
Regardless of whether your advertising arrives in mailboxes, on newspaper stands, in websites, or between sign posts, your content has competition. Are you confident it’s winning that competition? If not, what would need to change to be the best?
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.
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.
There are no universal marketing guarantees, but starting from our audience’s perspective helps us ask the right strategic questions throughout a campaign. It’s not always easy to look through our audience’s lens, because we are often in a different head space than our prospect. When we do, though, we improve your chances of a successful campaign.
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.
This coming Sunday, corporations will be spending roughly $4 million for each 30 seconds of advertising they obtain. Even at these rates, available commercial slots for 2014’s big football game sold out in 2013. It’s the most watched TV show in North America every year with an expected audience of 108,000,000 consumers.
Whether the bidding is done with a raised hand or a clicked mouse is just a matter of auction location. Nobody asks me, “How do you advertise an off-site auction?” They don’t ask that, because they advertise off-site auctions like the way they advertise on-site auctions. Online auctions are just off-site auctions held in a virtual venue.
