October 4th, 2008, 10:30 am
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This is something we are really proud of and pleased to be involved with.
Buy Once Give Twice, who run our auction software are running part of the Mel B auction on behalf of charity CLIC Sargent (the other half is being run by eBay). Mel B has kindly put many of her possessions up for auction with the proceeds of the sale going to CLIC Sargent who care for children and young people with cancer.
Bidding has so far gone well, with promising levels of traffic and registrations on the site. For us it demonstrates the strength of fundraising by internet auction. As with all things on the internet the fundraiser is able to cast their net wide and this auction is no exception with bidding coming from the USA and Europe. One of the real benefits of the auction mechanism is that it provides a constant reason for contact to be maintained with the user. As bidding changes the user is notified of changes. As the auction draws to a close, the marketing can kick in again, reminding bidders to make their final bids.
The Buy Once Give Twice, Mel B auction closes on 26th October, 2008.
October 1st, 2008, 2:02 pm
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Back in September the airline Jet Blue announced they were to sell 300 flights and holiday packages by auction on ebay.
All 300 flights were sold, with many of the bidders picking up flights at a 40% discount. Some even paid more than the official price on the company’s website.
Whilst it seems like a bold move, it does raise interesting questions about creating niche markets and marketing during time of economic downturn. It also makes use of one of the key elements of auction trading – the liquidation of excess stock – all be it in this case flight inventory.
Many travel companies would rather sell a seat on a flight for something, rather than nothing. Not only have Jet Blue managed to sell these seats for considerably more than a nominal amount, they managed to do this without a reserve and with opening bids of a few cents.
Even when we look at the loss on the stated retail price for these flights, you have to say it was still a winning strategy by the airline’s marketing department. Not only did they make sales, but they managed to raise their profile in a significant way through word of mouth, coverage on the web and in a number of significant media publications.