164: 5 Reasons to be Wary of Automated Marketing

Most of the folks that attend my seminars represent sole proprietorships or family-size businesses. Based on the feedback I get before and after my talks, I sense that many auctioneers feel unable to keep up with the growing media landscape. In particular, they tell me they don’t have the time, energy, or expertise to manage

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163: Why Auctioneers Should Be Careful with Auction Hash Tags (Part 2)

No matter how the transaction is conducted, the marketing that brings the buyer to an auction or to a listing or to a dealer is pretty much the same. Savvy marketers know to determine the likely buyer and then build a campaign of the multiple media, public relations efforts, and/or interpersonal interactions that are most likely to attract those potential buyers.

162: Why Auctioneers Should Be Careful with #AuctionsWork (Part 1)

You know who doesn’t use #AuctionsWork? Ritchie Brothers, Christie’s, Barrett Jackson, Sotheby’s, and eBay. They don’t need it. Neither do we.

161: 5 Ways Fiduciary Responsibility Guides Auction Advertising

Whether “fiduciary duty” can be found in our auction contract or not, it’s in our best interest to act as if it is. That will lead us to make decisions that may not be easy but will be the right thing to do. Surprisingly, some of those decisions will be in our marketing plan.

160: Creative Ways to Get Past the Gatekeepers to Your Prospects

One of the best ways to circumvent that consumer defense is the element of surprise, and one of the best vehicles for that is dimensional mail. First, it typically gets past the gate keepers, even in corporate settings. Second, it allows a unique advertising vehicle underused and probably unmatched by your competitors.

4 Stats REALTORS Use That Auctioneers Don’t

Auctioneers regularly tell me how much they want to work with REALTORS. Maybe they should first pursue working with their statistics.

6 Reasons Facebook Hasn’t Yet Killed Direct Mail

Facebook is the biggest innovation in advertising ever. I truly believe that and am thankful for the times it bails me out of tough strategy situations with my clients. While Facebook collects a mind-boggling amount of data about its users, there are still audiences it can’t reach that direct mail can.