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RAB ezAuction Revenue Solutions from RAB

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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RAB ezAuction Revenue Solutions from RAB

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  1. RAB ezAuction Revenue Solutions from RAB

  2. Your station sells/auctions products or services, generating ad revenue Clients use proceeds to subsidize new campaigns or enhance existing schedules Listeners save money

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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.

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