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Fri Oct 30 2009 14:38:57

eBay Holiday Campaign to Include TV Commercials

By: Ina Steiner

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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.




Comments (115) | Permalink

Readers Comments

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: stryker

Fri Oct 30 15:16:44 2009


Riiiighhhhhtttttttt.....

  Can't wait to see this. Overstock is already in the middle of a very effective and comprehensive ad campaign .  ''come to think of it, ebay'' ???  Sounds more like ''oh are they still around??''  Now what exactly does LN mean by ''shift the buyer perception'' what does she think the buyer perception is?''  For goodness sake stop pushing the site uphill towards a preicipice, emphasis the strengths, the unique merchandise that people want. NOT the overstocked mass market wal-merch that is being touted.

Is it really that hard to figure out?

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

This user has validated their user name. by: Mercy the Mingless

Fri Oct 30 15:24:11 2009


Sigh...

The floundering continues.

In May 2008, Scot Wingo interviewed Donahoe for Wingo's blog ''Ebay Strategies''

Wingo - Q: ''What are you doing to accelerate eBay?''

Donahoe - A: ''We are driving more changes than ever. There are no silver bullets, we're testing in different geos, when we find things that work, we'll do more of them and less of the ones that don't.''

Donahoe is delusional.  There is no other explanation.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: fruity

Fri Oct 30 15:52:28 2009

Come to think of it, eBay.... I'm going to shop at Amazon. They're more reliable than your prison system. lol

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: fruity

Fri Oct 30 15:54:42 2009

Come to think of it, eBay. Small business sellers that you clubbed were probably more likely to have shopped on your site than the internet retailers you kiss up to

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Buck Efay

Fri Oct 30 16:02:05 2009

"You can't find IT on ebay, we dare you to try"
SAD! what kind of idiots work for this company?

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Herb Rules

Fri Oct 30 16:34:20 2009

Well the good news if you don't like eBay's advertising campaigns is that you can go to sites like Bonanzle and eCrater and you'll get you're money's worth (i.e. no advertising) :-)

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: RicRoe

Fri Oct 30 16:52:10 2009

Will we have to stay up late to see this commercial sandwiched in between Shamwow and old Oxi-clean infomercials?

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: JS

Fri Oct 30 16:57:54 2009


Ebay advertising is just a waste of money, but wasting money is one of the things eBay does best.

Ending up on the last pages of ebay search and fighting to be seen within all the Chinese and zillions of duplicate identical listings only leads to buyer fatigue and they quickly exit the ebay marketplace.

Simple...eBay has cheapened themselves, probably beyond repair and they did it all by themselves.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: N

Fri Oct 30 16:59:17 2009

To little, too late, 5 years from now e bay will be like AOL, remember when AOL thought they ruled the internet ? look at them now ?

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: On Lies and Secrets

Fri Oct 30 17:14:36 2009

In general, television advertising is a good idea as part of an overall marketing strategy, but I am not certain that ebay management will get the outcome that they expect.  These days, the user experience on the site is very, very poor - search is an awful mess and often doesn't retrieve relevant results, the site is junky and cluttered, and the process to actually purchase something is difficult to understand and non-intuitive if you haven't bought anything recently.  There isn't much in the way of customer service to help new buyers when they have a question.  Often pages take an eternity to load and are very jumpy until they have completely loaded.  

I think ebay management should fix the site and the ease of understanding the buying process before running television ads. Most other ecomerce sites are significantly easier to use and this holiday season is likely to be competitive.  

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: eBay Watcher

Fri Oct 30 17:31:18 2009

Ina and David,

I just wanted to thank you cleaning up some of the miscreants from the Yahoo Finance board who used to come here and post. The blog is much more readable without them.

As for the advertising campaign - I'd say it's a positive that eBay is spending some money toward marketing. The views on my listings have been down for a long time, and can use any help they can get!

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

This user has validated their user name. by: Ming the Merciless

Fri Oct 30 17:50:18 2009

Come to think of it, ebay.

I'm speechless. Whoever approved this ad campaign should gop hold hands with Stephanie Tilenius.

The only thing worse than this theme would be no advertising at all.

I see Gruff the Magic Seller advocate's fair haired boy from Texas is back.

We ain't playin' by your rules, Herb.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Ebay supports theft and fraud

Fri Oct 30 18:03:29 2009

Come to think of it.. Ebay you have way to many in house problems......

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Ebays Suicide

Fri Oct 30 18:15:50 2009

Come to think of it Ebay,Go jump off a bridge,and take Paypal with you.What a bunch of idiots.They killed their best sellers,who were their best buyers!

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: annemar

Fri Oct 30 18:16:04 2009

Asa buyer, I'm always excited to see ebay commercials and they usually get a buzz from people.  My holiday shopping started on eBay in September, and is rolling right along.  Stuff I want and stuff I just happen to serendipitiously find.  go eBay!

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: buck efay

Fri Oct 30 19:21:07 2009

Rah Rah Rah! I'm ever so excited to see the kind of trash Ebay will be showcasing, like the Chinese Morgan Silver dollars or perhaps Hello Kitty knockoff shows? Maybe a 1" square Chinese MP3 player sold as an Ipod? See this might have been a good campaign back when you could find unusual items on Ebay, now, come to think of it, they don't carry that kind of stuff that built the brand anymore. So come to think of it, I'll spend my dollars on a site that respects it's paying customers.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

This user has validated their user name. by: Ming the Merciless

Fri Oct 30 19:26:30 2009

The only "buzz" people get anymore from seeing an ebay commercial comes from the contents of some fine Tennessee bourbon.

I'd like to see an ebay commercial starring The Ho as Scrooge or The Ho wearing a Santa Claus cap dressed like Freddy Kruger and The No dressed as one of his seller victims.

"Come home to ebay, please? I've got something for you."

This MUST have been one of Frank Luntz's focus group approved fiascos.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Rob

Fri Oct 30 19:36:12 2009

this will be the first xmas since 2003 that we WON'T be spending a dime buying gifts on ebay. In past years, we  averaged about $2000 in purchases on holiday gifts for family and friends. After all the hell Ebay put us through in past year....we'll do our shopping elsewhere.

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: matza

Fri Oct 30 19:37:49 2009

They could save the money and be more effective with a simple firing of the Donohoe.

They could do it in commercials, Pierre as the ebay superhero savior dueling Donohoe in a light saber battle slashing Donohoe and his disruption right out the door. Saving ebay and it's sellers from the Evil Maniacal Donohoe. At the end of the commercial they could show Pierre's Princess buying jewelery from a returning favorite seller who had left and disappeared because of Donohoe and his disruption. They kiss and the crowd cheers.

Bezos gets a little concerned. He wants the HO to last as long as possible.

What a story line!


COME TO THINK OF IT ?????

CORNY AS ALL GET OUT.

Sounds like they are admitting defeat, begging, sappy, on their knees dusting for crumbs.

Donohoe has reduced this company into a laughing stock.

LOL

eBay Holiday Campaign to Include TV Commercials   eBay Holiday Campaign to Include TV Commercials

by: Buck Efay.

Fri Oct 30 19:47:07 2009

Matza, that works for me, I'd even contribute to that fool's golden parachute. Thru PP of course, with a CC and then SNAD that goof! Fire Dummyho now! They must be in full panic mode by now, remember Dummyho said no more advertising? LOL What's next? More fund holds? Forced PP credit cards? Give us your firstborn child?

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