Auction Universe Begins Marketing Campaign for Site Relaunch

Auction Universe said it plans a $10 million marketing campaign to promote its site re-launch on Sept. 16.


Selected to help were the romann group, R/GA Interactive, Modem Media.Poppe
Tyson
and Ruder-Finn Inc.


“In conjunction with our re-launch, we want to inform both the public and the
industry of the innovative nature of Internet auctioning and the benefits of
our redesigned Web site,” said Larry Schwartz, CEO and president of Auction
Universe.


Auction Universe said it worked with NFO Interactive to gain
better knowledge of what consumers want from the online auction experience.
The testing involved multiple focus groups and questionnaires of several
different online e-commerce populations, including both auction and non-
auction users.


“The NFO research enabled our entire marketing team, particularly R/GA, which
designed the new site, to understand that the most important factors to online
auction users are trust, speed, and targeted information,” said Todd Merrill
vice president, marketing, for Auction Universe.


The romann group in New York will handle all off-line aspects of the company’s
upcoming ad campaign, and created a series of newspaper and magazine print
advertisements that establish and brand Auction Universe. Advertising will
also include spots on television and partnerships with Auction Universe’s
media affiliates.


Modem Media.Poppe Tyson Inc. will develop all online elements for the
campaign. Ruder-Finn will develop and execute a strategic program to position the
company as “the ultimate home for Internet traders.”


Auction Universe, a Times Mirror company, is a pioneer in merging classified
advertising and sales and the auction process via the Internet and a network
of telephone, and print opportunities for buying and selling.

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