Auction Marketing Tips

03 May

Posted by Roger Martin

Auction Aggregators have quietly and successfully become a key element in the digital auction landscape over the preceding 5 years. This article takes a look at how this has happened and what it might mean for auctioneers in the near future. If it provokes you to want to talk further, please do not hesitate to get in touch so we can continue the debate on and offline.   Quality auctioneers have traditionally been 'market makers' acting as intermediaries in a double sided market, offering a discrete service for buyers and sellers. The value that they add, in terms of their expertise on the value of items and their provenance, is indisputable. Success is achieved by a balance of trust and appeal with vendors and the successful management of demand and price discretion when d...

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28 Feb

Posted by Roger Martin

Email Automation is giving Auctioneers the competitive edge A lot of auctioneers are still resorting to paper based communication and 'snail mail' when it comes to communicating with their buyers and vendors. Those that do use email in conjunction with their back office systems still have too invoke it manually, and often the emails are text only and don't convey a modern professional brand statement for the auctioneer - enter email automation.   Auction Marketer has developed a technology that drives email automation for auctioneers based on prospect and client actions and transactions that take place on the web site. We understood how important it was to make sure that clients were provided with confirmation emails very time that they placed a commission bid on an aucti...

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16 Jan

Posted by Roger Martin

As reported in December 2016 online only auctions are now gaining market share with over 7% of global auctions representing over $7.4 bn taking place online only. Online only auction technology is maturing and is now accessible to all Auction Houses.   Internet users are becoming used to the online only auctions technology format, having been exposed to it via the online bidding aggregator channels, and we are seeing sales using the Auction Marketer 'Bid Up Now' Technology realising mid to high five figure hammer totals on an increasingly regular basis.   There have been comments from some established Auctioneers that there is no differentiation between a timed auction and an eBay auction. However, we beg to differ.   Online Only Auctions Technology Set...

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11 Jan

Posted by Roger Martin

Today's topic is online payment processing techniques for Auctioneers. We have found that an area that the Auction Industry has been slow to adopt is the secure online processing of their buyer invoices. It is important in 2017 that you give buyers an easy way to make online payments direct to your Auction business.   We know from experience that established back office systems generate user invoices that can be emailed out, but they don't give users a fast and easy way to make payments online using a responsive front end web page . In a previous post we talked about the reliance on third party aggregators to deliver new buyers, and that those buyers are now becoming more and more geographically dispersed. The days of clients walking in and queuing to pay at the cash office...

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07 Jan

Posted by Roger Martin

2017 will be a milestone year for Auctioneers as they wrestle with the balance between the advantages of the online aggregators and the power of their own online brand.   Too many Auctioneers have spent the past 3-5 years building up their online business by using third party traffic aggregators or bidding marketplaces. This strategy has a nasty side effect in that it comes at a cost of to their own online brand and data collection tactics. Whilst these channels may have provided rich pickings in terms of new, geographically richer customers (ergo profit...), there are significant risks ahead. Auctioneers that don't have a fully functional web site, with the quality brand independence to attract potential vendors - and build quality data lists - will regret it. Aggregato...

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23 Dec

Posted by Roger Martin

Following on from the successful launch of our online only timed auction software module as used successfully at a number of Auctioneers including Sworders' the development team at Auction Marketer have been busy building out the first 'bid up now' timed auction solution.   In consultation with a number of our clients we realised that the traditional timed auction platform didn't seem to grab the attention of bidders in the Fine Art & Antiques auction vertical. However, everyone agreed that online only auctions are part of the future for any forward thinking Auctioneer and not having it would not be an option in 2017. Something more alive and dynamic was needed.   Creating a Next Generation Timed Auction Solution   The team hunkered down to create someth...

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10 Aug

Posted by Roger Martin

Timed auctions have until recently been the preserve of the larger marketplaces, and its a one size fits all approach.   At Auction Marketer we’ve spent the last 6 months developing a fully customisable timed auction solution that gives you complete control over your online only auctions. We know how important it is for Auctioneers to own their own data and communicate directly with clients. Driving your audience to your own online only auctions is an important marketing decision. Auction Marketer now offers this to every Auctioneer.   The following features are available as standard;   - Live lot countdown - Stepped finish times (adjustable) - Extended bidding on active lots (Adjustable) - Bid activity display - Multiple finish dates at lot l...

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07 Mar

Posted by Roger Martin

Auction Alerts are an important part of the modern Auctioneers digital marketing armoury for driving attention and more importantly retention.   A well constructed web site will always include an easy method for prospective bidders to sign up and receive profiled auction alerts by email.   What do we mean by profiled?   Well put simply, we are trying to understand the buyers interests. This means that we can ask them to indicate which sale types, or categories of items they want to receive updates on. This simple and effective profiling will increase reader engagement and open/click rates into your auction catalogues. And most importantly it will build up your data lists with potential buyers and vendors that want to engage with you.   If you ...

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01 Mar

Posted by Roger Martin

Auction Marketer have ten years experience of web development for Auctioneers. We specialise in creating impressive web solutions for auctioneers that integrate with the popular back office systems including Bidmaster, Pacts and MS Dynamics NAV. Our web CMS for Auctioneers is optimised to take data from these third party platforms and deliver a fully optimised responsive web design experience for prospective bidders. With user accounts, commission bidding functions, online invoice payments and a fully automated and branded email marketing suite you get everything you need to build your brand and own your data. However, the most important feature of the Auction Marketer Web CMS system is its ability to deliver agnostic integration and web development for Auctioneers. Over the la...

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01 Mar

Posted by Roger Martin

Back in 2009 the team at Auction Marketer made a strategic decision to partner with a payment gateway provider known as SagePay to help our Auctioneers process online payments after an auction had finished.   At the time most clients were physically posting invoices out to their clients and waiting for the cheques to arrive. They than had to process each transaction manually, wait for the cheques to clear and then release the goods. All in all a slow process that impacted cash flow opportunities and meant it took longer to clear the Saleroom post sale.   Auction Marketer met with Stephen Whittaker from Fellows Auctioneers too discuss the opportunities that adding a payment gateway would bring to them, and Stephen being an entrepreneurial Auctioneer asked us to see ...

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