|Fri Oct 30 2009 14:38:57|
eBay Holiday Campaign to Include TV Commercials
By: Ina Steiner
The Wall Street Journal is reporting that eBay is kicking off a marketing campaign on Monday featuring the tagline "Come to think of it, eBay" and including print, online and TV ads.
eBay Marketplace Operations president Lorrie Norrington told the Journal, "We want to shift the buyer perception of what eBay is today."
Here's a link to information about last year's campaign, which seemed to consist mostly of coupons and a tie-in with Microsoft Cashback (seemed to be more of a pay-customers-to-shop approach).
In 2002, the tagline was: "Do it eBay" (To the sound of Frank Sinatra's "I Did It My Way"). In 2005, the tagline was, "Whatever it is, you can get it on eBay." And in 2007, it was, "Shop Victoriously."
"Come to think of it, eBay" sounds like an afterthought, it will be interesting to see the ads and integrated approach.
Update 10/30/09: The article has since been updated, I've just noticed. The Journal goes on to say that the ads feature high-end designer items, new products as well as overstock and out-of-season goods: "last year's model mp3 player still plays this year's music."
In addition: an eBay "pop up" store will also travel across the country in the coming weeks to show customers a "vast selection of new, in-the-box merchandise that eBay sellers are offering."
In launching a big campaign, many companies these days take a viral approach, alerting bloggers and social networkers to generate excitement. eBay told me this afternoon they have not issued a formal announcement on the campaign. The choice of pre-briefing the Wall Street Journal is an interesting choice, given its articles are behind a firewall, for paid subscribers only.
Clearly the message is for Wall Street: "We see a clear stabilization in the business as well as in the U.S. economy," said Ms. Norrington. "We feel confident enough that it's time to go out and re-engage consumers with the eBay brand."
Update 11/3/09: You can see the TV, web, print and banner ads here.