eBay is kicking off a national television ad campaign today, August 1st. While it’s too early to say whether the new marketing push will succeed in driving shoppers to the site, sellers should be prepared.
eBay Chief Marketing Officer Suzy Deering made the announcement during the eBay OPEN seller event in Las Vegas on Wednesday. “We’re super thrilled to put eBay back on TV,” she said in a radio interview after her address to sellers who attended in person and via webcast.
“It’s going to be super to be able to still tell the eBay story,” she said, adding that it has seemed to her that eBay has been holding back “on this great story we want to unleash.” The new campaign will be the first start of that, she said.
eBay CEO Devin Wenig has said in the past that he didn’t want to do significant “brand” work until he was more satisfied with the product. “I don’t want to spend a lot of money to bring people in to a user experience that is changing,” he said as recently as April.
But in July, he told Wall Street analysts that he liked the trajectory eBay was on with user experiences. “We believe that if we bring more people to eBay they’ll like what they see,” he said.
At his keynote address at eBay OPEN, Wenig said eBay’s goal is to add 100 million new members – clearly a national TV ad campaign is a tactic to help achieve that goal.
Meanwhile Suzy Deering told OPEN attendees that eBay did a lot of testing and has a lot of learning from how consumers were interacting with the spots and their feedback, as well as feedback from sellers: “We’ll continue to learn – it’s a journey.”
As for her advice for sellers about marketing, she said, “Tell your story. Tell your story as far as why you sell on eBay, tell your story about your merchandise, and tell them why you’re selling what you’re selling.” It’s about storytelling, she said.
Look for the eBay commercials on ABC, NBC, HGTV, E, ESPN, Fox Sports, TLC, as well as on social media websites. Stay tuned for more in EcommerceBytes as we learn more – we will to point to some of the videos when they become available and open up the conversation to readers. In the meantime, let us know if you spot the ads.