Uncle Joe Radio

eBay’s new holiday advertising campaign has caught the attention of the Wall Street Journal, Fox Business and bloggers like Auctionbytes and eBay Strategies. It’s no wonder, since eBay hasn’t run a major media campaign in nearly two years. (If you don’t remember, your “windorphins” may have dropped since you last steeple-chased an aged appliance to “shop victoriously.”)

The media blitz is said to use print, interactive online ads, and TV spots to remind shoppers, “Come to think of it, eBay.” The tagline is meant to spark the idea that while searching for gifts shoppers should also remember to check eBay. Even the eBay logo has the lights going on in an “ah-ha!” moment of realization as the tagline appears in the commercial.

The first spot has a comedian recount his wife’s proud moment as she reveals a sexy designer dress and her big savings score: “It’s last season’s, so I got it for 40% off.” When he makes a naughty quip that breaks her mood, he’s quickly brought back in line. The spot’s humor is fun and equates happiness to finding high-quality goods at bargain rates. More commercials have not yet been publicly released, but have been suggested.

Other ads are said to also use a light, funny message to sell eBay as a destination for great deals on desirable new-but-dated merchandise. One online ad reportely promises that “Last year’s music player will still play this year’s music.” A fashion-oriented print piece featuring a cute handbag riffs that eBay shoppers can “Get the same new bag as celebrities, with money left over for a tiny dog.”

Also lending support to the campaign will be a travelling “pop up” store making appearances across the country. It will showcase a wide-ranging sample of the new-in-box merchandise being offered on eBay for ready purchase, according to reports.

Overall, the intent of the campaign is to “shift the buyer perception of what eBay is today,” according to Laurie Norrington, President of Marketplace Operations. She told the WSJ that the company felt it was “time to go out and re-engage consumers” with the message of a changed eBay. The reformulated eBay promises more new, instantly available Fixed Price inventory over the slower bid-priced used goods traditionally offered in its auctions.

Early criticisms question the tagline as being too soft and treating eBay as a shopping afterthought, too late to do any good. Other objections center on the campaign’s focus on the secondary market goods typically offered by its bevy of special-interest mass retailers. These “Diamond” resellers are popularly believed to receive special placement advantages and enormous discounts in all levels of fees – even free services altogether – in exchange for heaping millions of products on the site and funneling sales dollars through Paypal. Marketing that favors these select mega-retail outlets may do little to improve sales for smaller sellers that lack the inventory depth, preferential search and cost savings, some critics warn.

I’m reminded that “a rising tide lifts all boats.” Anything that brings a bump in traffic to the site brings a bump in traffic to the site.  Of course it makes sense for small sellers to offer new and easily shipped merch during the holidays.  Remember too that gifts can also be an antique fishing reel… or the long-missing pieces of Mom’s china service you broke when you were a kid… or some great books… and you bet, some great tie dye from Uncle Joe. The influx of visitors arriving on the message of “Come to think of it, eBay” will be there when they come to think “I wonder if there’s any good deals here on xyz?”

The focus will be on Fixed Price-type offers. Gift buyers are not typically going to wait through an auction competing for a bargain they may lose in the end. Add peak holiday shipping delays, and a successful auction purchase could easily take three weeks from first bid to delivery. No savvy shopper will dare miss Christmas trying to make that work! Instead, look at using Fixed Price listings with “Best Offer” to allow hagglers to seek a deal and get that gift! Bring your auctions back on the 26th to capture the interest of bargain hunters looking to stretch their new money.

Overall, it looks and feels good to have eBay revving up the marketing engine. It has allowed its critics and competitors to asume ownership of its space in its absence. A good media blast will help cast eBay once again as a legitimate, serious player in online commerce. I’m excited to see the sleeping giant wake up and rejoin the party.

It’s about time, eBay.

Filed under:
eBay, eCommerce by Uncle Joe Adamson