Unique Item Sellers Left Out In The Cold By Great Deals Campaign

I listened into the eBay Radio program today specifically to learn more about the holiday shopping advertising campaign. Greg Fant eBay’s VP of Marketing and Buyer Experience was one of Griff’s guests.

While discussing the current advertising campaign which includes online coupons, radio advertising in large markets, and Microsoft Live Search Cashback, Greg said the target buyers are those not currently using eBay. He also said Great Deals is the mantra that eBay is banking on to draw buyers for the holiday season. Fant also said that while the advertising campaign was geared towards the hot items for the holidays, eBay would be working hard to get these buyers to look at the unique items available on the site.

While this might be the intention, one has to wonder how eBay is going to accomplish this. With all of the attention in advertising being focused on the GREAT DEALS on new items at incredible prices, no attention is being directed towards the unique item seller. With pages like the one in this article being thrust upon buyers, it is very easy to note that all the products here are NEW consumables. How are these types of promotions going to drive traffic to the unique and collectible sellers? The answer is, it will not.

I actually called into the program. Yep I called eBay Radio. I asked Greg with all the focus on the new items at great prices, how will this benefit the unique item seller? Griff and Lee did not even understand the question! Greg did, but his answer was the promotions probably won’t help now but that eBay has to try and develop a balance in bringing attention to both the new and unique items on the site.

Please note that I said “develop”. This in my mind means that eBay currently does not have a plan in place. While this is very good news for the Big Box sellers of new retail items at below Wal-Mart prices, the vast majority of sellers will not be able to compete in this arena.

One thing Griff asked Greg was whether auctions were going to be phased out. Greg’s answer was no, auctions are going to stay at eBay. While this is good news to the many auction fans, with the limited exposure eBay is giving auctions, one has to wonder why? eBay’s heart just doesn’t seem to be in it!

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