Uncategorized 13 Oct 2009 03:05 pm
The Advertising Cost WHAT??????
That is a question I hear a-lot when it comes to advertising an auction here in Middle TN. People are blown away many times by what it takes to run ads for an auction. And in many cases, I agree with them in my amazement at what some places charge for ads, especially local newspapers.
Auctions are a “rare” breed when it comes to the advertising dollar. As I mentioned in an interview with Bill Seaver earlier this year, we are looking at more effective means of advertising auctions, but one must understand the “nature of the beast.” Auctions span a WIDE range of potential customers, and they have been advertised through newspapers for YEARS. In fact, depending on the paper, there are people who get them simply to open them straight to the “auction section” So, to completely avoid the paper ads right now would be suicide for an auction, as you would miss a fairly large sector of potential clients for your sale. So for now, we must pony up the dough, and pay the piper……
BUT……
Things are changing. The key is education to the public where they can find a “one spot” to see all the auction ads. People are looking for convenience and we have to slowly lead them there where the cost for the sellers and auctioneers is more reasonable. Places like AuctionZip.com. Americas Auction Report, Facebook, Auction Videos, IsurfSumner.com, and more. Once these online sites start catching on and people are comfortable going there to locate their auction choice for the week, then we will see a large scale back in local papers. Till then here are a few keys to consider in your advertising schemes…….
1. Make the paper ads more condensed and use them to point people to the website that they can find out the in depth info.
2. Ask the Auctioneer to use Facebook and other free online sites to promote the auction.
3. Help the auctioneer out by using your resources (Facebook, blog, etc…) to promote the sale and have your online friends do the same.
4. Get a firm Advertising Quote from the auctioneer BEFORE signing an auction contract.
Paper ads for auctions will continue to diminish over time in my opinion as we slowly train the “Auction loving Public” to find the details elsewhere. Until then, be sure your auctioneer uses all the “free” sites available to them.