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revenue development tools from rab. Presented by Mark Levy VP / GSM Radio Advertising Bureau Dallas, Texas 1-972-753-6756 [email protected] ezAuction Brings IMMEDIATE Benefits To Your Stations:. Generate new business Increase business from current advertisers

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revenue development tools from rab

Presented by Mark Levy


Radio Advertising Bureau

Dallas, Texas


[email protected]

Ezauction brings immediate benefits to your stations
ezAuction Brings IMMEDIATE Benefits To Your Stations:

  • Generate new business

  • Increase business from current advertisers

  • Increase tangible results at remotes

  • Reduce bad debt expense

  • Stay in better contact with your stations’ listeners

How does ezauction work
How Does ezAuction Work?

  • ezAuction allows you to harness the love affair your clients and listeners have with getting a great deal. It allows you to bolster your clients ad schedules by letting them trade airtime for merchandise. In turn, you allow listeners to purchase this merchandise at favorable prices, this turning the trade into CA$H!

Getting started
Getting Started …

  • Choose a format for your on-air or on-line opportunities…You may even want to do both!

    • Auctions

      • Station establishes opening bids, bid increments and the timeframe for each item featured on the program

      • Listeners bid over the phone and/or online for a given item.

    • Shopping Shows

      • Station establishes a price (65 to 75% of retail) for each item featured on the program

      • Listeners buy directly over the phone and/or online

      • No bidding

Getting started1
Getting Started

  • Most programs are a combo of auction and shopping show.

  • Stations features items in a weekly or monthly program

  • Event shows also work well

    • Quarterly or seasonal

    • **Great to do in 4th QTR…let clients use their credits in 1st QTR

  • Direct phone calls and Internet

  • Effective administration is one of the largest hurdles

Starting online
Starting Online

  • Post your inventory

    • Set buy or bid, quantities, restrictions, timed auctions, sale tax, advertiser credit

    • Pictures add a lot of visual impact

    • Descriptions and limitations must be clear and concise

  • Set payment and delivery options

    • Pick up and/or mail

    • Cash, check, charge

    • Online credit card processing

  • Post auction home page with links from your station website

Starting on the air
Starting On the Air

  • Set program length and air time

  • Promo specific items

    • Use short live promos

    • Generate interest and excitement

    • Additional advertiser benefit

  • The program

    • One or two on-air and one to answer phones

    • Promote items and count down bids

    • Use timed sounders to generate excitement

    • Listeners buy online or offline

    • After the program post all transactions

Before your begin
Before your Begin

  • Designate an auction administrator

  • Train staff

  • Set business hours

  • Set a certificate expiration date

  • Establish a return policy

  • Provide a cash drawer and system for managing receivables

Working with clients
Working with clients

As part of your proposal …

  • Set the dollar value needed for campaign

  • Suggest products or services

  • Establish % of advertiser credit

  • Detail any restrictions

  • Set the time frame for item sale

  • Close

    Before the auction …

  • Set in-store signage and/or display

  • Place promotional support: promos, billboards, email

  • Double-check details of inventory item

  • Communicate in-store sales staff

Suggestions for doing it better
Suggestions for Doing It Better

  • New business only

  • 50% of the schedule

  • Select items you know will sell well – shop for your listeners

  • Consider general certificates whenever possible

  • Require management review before finalizing any agreement

  • Use to reduce bad debt

  • Apply credit only after an item is sold

Suggestions for doing it better1
Suggestions for Doing It Better

  • Sales

    • Credit can be pre-established or based on the selling price of the item.

      • Consider 85% advertiser credit

      • Place minimum beginning price at 70% of retail value

      • Manage risk and exposure

    • Keep one rate card

      • No negotiation on rate

      • Consider certain restrictions to avoid trading more valuable inventory

    • Limit clients a seller can have on the show

    • Consider an “auction billboard”

    • Help your retailers feature given items

      • Two4 Tuesday for hard to sell items

      • Feature products of the day, week or month

    • Don’t accept distressed inventory!!!

Suggestions for doing it better2
Suggestions for Doing It Better

  • Other Ideas

    • Number certificates and make them look valuable

    • Certificate expirations dates (60 days)

    • Use customer email address to id successful bidders

    • Leave your auction open 24/7

    • Don’t set prices to low

  • RAB's ezAuction

  • ezAuction is the complete, affordable solution for managing your station's auction or shopping show!

  • ezAuction includes...

  • A customizable online auction

  • Fully scalable tool set

  • Complete tracking/administration

  • Multiple payment methods

  • Multiple delivery options

  • Complete sales guide

  • Ongoing support

Sign In




The ezAuction administrative

menu helps you navigate through

auction set up.

It's divided into sections that help you manage station information, your advertisers, customers, categories, inventory, and reports.

Customize the






Set defaults for


Select Program



Set up


Monitor your



Make shopping


ezData Management

Post Items


Set Limitations

Manage Stock

Control Sales

Time Auctions

Calc. Sales Tax

Track Ad Credit



& Manage

Listener data

Create mass



ezData Management

ezAuction also

Processes Orders

Monitors bidding

Issues reports

- Ad credit

- Sales Tax

Prints inventory

Manages transactions

Sends email

Prints certificates


Listeners can






Work Better

Than Ever!


Certificates …




Easy payment …





Purchases are

confirmed via





Other important ezAuction tools include ...

Complete report tools

Database manager

Powerful e-mail tools

Full hosting

32-bit security

Credit-card processing with 7 levels of fraud protection

Full tech and sales support

Getting Started is Easy

RAB can help transform your auction into a powerful revenue-generating tool with online software, support and

complete training.

For a complete demonstration or more information, call RAB at 1-800-232-3131 and ask for Mark Levy or email [email protected]