Last year, I built 815 Facebook campaigns. I’m transparent with my anonymized results because they help us all calibrate our expectations.
Auctioneers regularly ask me, “How much more would it cost to advertise across multiple states?” or “What would I need to budget for a national campaign?” If you have the same question(s), here’s the answer:
I’ve noticed that few auctioneers have a page on their website for prospective consignors. Most auctioneers have me send interested sellers to generic auction event pages or unpopulated catalogs where the potential seller sees no sales copy, no button to click for consignor terms, and no form for submitting units to the auction. It’s as if we’re telling people willing to pay us a commission, “We want your equipment, but we want you to figure out how to work with us.”
I was relieved when what I create for my clients also got fantastic results for me. Auctions don’t work unless the marketing for them does, and I’m grateful for all of the practice on client auction campaigns that helped the marketing of my MINI work so well.
Above all, I highly suggest that you explore what marketing options are available on any new asset type or buyer base before you sign that sales contract. What you don’t want to do is promise the seller a solution or an audience that isn’t available for you to deliver.
At the end of the campaign, I’m not offended by what content worked best. I care mostly about whether or not we got efficient traffic to my client’s website and/or great sale prices in the auction. Audience-decided content takes the pressure off of me. I don’t have to be a guru or maintain a know-it-all persona. I don’t have to guess right the first time—at least in terms of content. That’s a relief, especially on projects of high consequence.
This past weekend marked the twentieth anniversary of this incorporated one-man show, Biplane Productions. It doesn’t feel like two decades have passed since my first day working from home. Thanks to the trust of auction marketers from more than 250 auction companies, I’ve been able to chase lots of dreams.
