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RAB ezAuction Revenue Solutions from RAB. Your station sells/auctions products or services, generating ad revenue. Clients use proceeds to subsidize new campaigns or enhance existing schedules. Listeners save money. Getting Started …. Choose a format … Auctions

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Presentation Transcript
slide1

RAB ezAuction

Revenue Solutions from RAB

slide2

Your station

sells/auctions

products or services,

generating ad

revenue

Clients use proceeds

to subsidize new campaigns or enhance

existing schedules

Listeners

save money

slide3

Getting Started …

  • Choose a format …
    • 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
slide4

Getting Started

  • Most programs are a combo of auction and shopping show.
  • Station features items in a weekly or monthly program
  • Event shows also work well
    • Quarterly or seasonal
  • Direct phone calls and Internet
  • Effective administration is one of the largest hurdles
slide5

Before You Begin

  • Designate an auction administrator
  • Train staff
  • Set business hours
  • Set certificate expiration date
  • Establish return policy
  • Provide cash drawer and system for managing receivables
slide6

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 with in-store sales staff
slide7

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
  • Apply credit only after an item is paid for
slide8

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” promos
    • Help your retailers feature auction items
    • Don’t accept distressed inventory
slide9

Suggestions for Doing It Better

  • Other Ideas
    • Number certificates and make them look valuable
    • Set a “use by” date (60 days)
    • Use customer e-mail address to identify successful bidders
    • Keep your auction open 24/7
    • Don’t set prices too low
slide10

RAB ezAuction

  • ezAuctionis the complete, affordable solution for managing your station's auction or shopping show!ezAuctionincludes...
  • A customizable online auction
  • Fully scalable
  • Complete tracking/administration
  • Multiple payment methods
  • Multiple delivery options
  • Complete sales guide
  • Ongoing support
slide11

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.