178: 5 Ways to Make Your Direct Mail Effective in a Digital World

It won’t surprise most of my readers that an auction company hired me to design more than 120 different postcards last year or that the people on their mailing list purchased millions of dollars’ worth of assets from them in 2016. What might surprise you is that this client mailed each postcard to less than 1% of their mailing list database—or that this same customer spent at least three times as much on Facebook per auction than they did on that very successful direct mail.

Auction Advertising Tips from the World’s Best Beach

That’s true, whether the asset is a $3,600,000 home or a rental house, a $350,000 combine or a twenty-year-old manure spreader, Marilyn Monroe’s $4,800,000 dress or a collection of Beanie Babies. While consumers might have to be convinced of a price point, they already know whether something appeals to them or not.

176: Is the Difference Between Marketing and Advertising Costing You Money?

Marketing is the strategic pursuit of qualified prospects.
Advertising is the media through which marketing decisions are communicated.

In other words, advertising is just a part of marketing. It’s the louder, more flamboyant part, but it’s only a part.

175: A New Tool to Learn More About Your Offline Bidders

While I’ve not yet got to play around with this tool, its potential is exciting—especially for auctioneers who issue post-auction reports to sellers. The more data point you can use to validate your marketing strategy, the better.

174: How to Get National Advertising on a Local Budget

Have you ever been asked to market anything that had a national appeal, but the asset value didn’t allow a national advertising campaign? It happens to my clients on a regular basis. My advice for that situation has recently changed, as a burgeoning technology helps solves part of that problem.

173: 6 Things That Make Your Facebook Ads More Expensive

Facebook advertising is billed in terms of cost per click (CPC), but that price isn’t uniform. CPC is determined by algorithms and invisible auctions. Ads compete for eyeballs, as Facebook allows only a certain number of ads during a user’s time on the service. Facebook wants ads to be appeal to its users, so that they aren’t annoyed off the platform. Because of this, the world’s largest platform wants paid content to match user interests as much as possible

Reach the Bidders You Didn’t Know You Were Missing

There’s a sneaking suspicion in many auction marketers—and definitely in their sellers. We wonder if there was a stone unturned, a motivated bidder that wasn’t reached by our advertising. Did we cast a big enough or tight enough net? What people weren’t in our mailing list broker’s database? Who didn’t read the newspaper during the

Read More →