Auction Marketing – Page 2

199: What the Mueller Indictments Can Teach Us Auction Marketers

Posted on: February 19, 2018 /

Categories: Auction Marketing

The auctioneers who look to use Cold War-era mindsets with post-9/11 media will be left in the shock known by so many Americans 15 months ago. They, too, will wonder how they were undone, how they weren’t understood, how they couldn’t outsell the competition. On the flip side, the first ones to see what the actual game is will be the only ones who can win it.

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.

197: Will Facebook’s Big Algorithm Change Hurt Your Auction Business?

Posted on: February 1, 2018 /

Categories: Auction Marketing, Marketing Tools

Zuckerberg’s agenda is just a continuation of a trend. Organic reach has been gradually dropping for years. For most business pages, unpaid reach has dropped below 50%—and in many cases below 25%—of the people who at one point liked those page. Facebook has been testing zero organic reach in six foreign countries. It’s reasonable to assume that we’re months—not years—from zero or near-zero organic reach here in the States.

196: How Much Should You Spend on Facebook Per Auction?

Posted on: January 3, 2018 /

Categories: Auction Marketing, Marketing Tools

Facebook rookies seem to believe that there’s a set, static amount—or some price grid—that Facebook charges for results; and they seem to think I know where to find that grid. It makes sense: other media are sold that way. Sadly, though, neither of those assumptions are correct. That said, we can learn to make educated guesses. I’ll tell you what I recommend per campaign, but first I want to show you how I arrive at that suggestion.

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.

193: The Right Marketing Questions at the Wrong Time

Posted on: October 31, 2017 /