October 10th, 2007

Auction Campaign Builds Sales & Dealer Interest

Building An Auction Campaign to Build Sales and Dealer Interest

What does it take to get the attention of a prospect? At Horsepower Marketing we look to social science to assist us in building campaigns that meet or exceed our client’s sales and promotional targets.

At Brass Balls Bobbers we designed an online promotion to assist them in increasing the value of their company motorcycle and increase the traffic of enthusiastic bikers to the company website.

Results
Expectations - We expect to double the traffic to their website, increase inquirers of their motorcycles by 20% in October and sell their company motorcycle for greater than $30,000.

Program Outcome - Traffic at the company’s website, telephone activity and inquirers significantly picked up. Three dealer prospects have been identified and our in the evaluation stage.

The auction met the reserve and increased the strike price by $4,200. In addition, the program the following activity:

Media Mix
We utilized eBay, Wounded Warrior Project, Bikernet, the company website, electronic newsletter and YouTube, to promote the eBay auction and cross promote each content area. A video was shot at Sturgis about the motorcycle frame and manufacturing process. We use it in the auction to explain the quality of the offering.

The Story
We begin the campaign at Bikernet where over 300,000 unique enthusiasts will read the following message. We utilize a story format to make the program more engaging and increase the click-through of the program.

eBay Auction

The following was the auction that was created for the campaign. Depending when it is reviewed, it may have been deleted by eBay.

This is the ebay auction created to sell the Bobber.

Creating Compelling Sales Stories

The following is the first story that was created to engage the reader at the online biker magazine. It was used to drive traffic to the company website and auction.

BANDIT GETS THE 411 ON BRASS BALLS AUCTION TATTOO BIKE

      “I need for you to find out what Dar Holdsworth at Brass Balls Bobbers is doing with the Wounded Warrior Project and the company’s RAD tattoo motorbike on eBay,” barked Bandit.

      “Ok, Ok, and a good morning to you, I said.”

      You see, Bandit loves all things Bobber and he loves that one-of-a-kind Tattoo Bobber with the killer Indian engine. It was built on Speed’s V-Twin TV show and he is excited that it is coming available on eBay today.

      I scooted over to www.brassballsbobbers.com and dialed 405.285.0808. While the phone was ringing I notice that on their website the baseline custom bobber starts at just $16,995, not bad!

      Anyway, I got a hold of Dar, Master Motorcycle Designer and Brass Balls Bobbers Head Honcho, and he explained that the tattoo bike is a one-off custom bobber motorcycle that he and partner Sam Wills designed. “It’s low, fast and completely sano. It’s got everything you need and absolutely nothing that you don’t.” (I pulled together the details here.)

      So I pressed him, “There’s a rumor that you are selling it?” “Well, it wins awards wherever it goes and is our flagship bobber at Brass Balls Bobbers. We have over $55,000 in this baby and anything north of $35,000 would make us happy.

      Damned, this is one special motorbike and a guy just might be able to get a steal of a deal. Dar went on to explain that a portion of the proceeds goes to the Wounded Warrior Project. In addition, the auction starts on October 10 and interested bikers should check www.brassballsbobbers.com for the eBay link.

      - Mouser

We use models because scientific studies determine an attractive model increase the perception of quality, power and speed. We use the owner of Bikernet, Bandit, because studies have determined that authority figures increase compliance. The Wounded Warrior Project was utilized not just because it is worth while cause, it hits our demographic hard and will increase click-through

Hold on… There’s More
We use models because scientific studies determine an attractive model increase the perception of quality, power and speed. We use the owner of Bikernet, Bandit, because studies have determined that authority figures increase compliance. The Wounded Warrior Project was utilized not just because it is worth while cause, it hits our demographic hard and will increase click-through.

At Horsepower Marketing we use the latest tools to increase our client’s sales and improve their branding. Call 919-383-0500 to pin the throttle on your marketing plan.

Tags: Client Work

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