Ina Steiner EcommerceBytes Blog
News and insight focusing on ecommerce.
by Ina Steiner, Editor of EcommerceBytes.com
Mon June 5 2017 21:48:54

What Do You Think of eBay's New Ad Campaign?

By: Ina Steiner

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eBay kicked off a new ad campaign on Sunday with the theme "Fill Your Cart with Color." Many sellers will be pleased eBay is working to drive more shoppers to the site, and the company told AdAge magazine it's fully committed to TV as being a core component.

The publication said eBay is trying to differentiate itself from Amazon (the ad shows boxes on a conveyor belt followed by a question: "When did shopping get so beeeeeeeeeeeige"), but most of the packages featured in the ad are the exact kind of items you'd expect to find on Amazon - the only difference is that the eBay packages featured in the ad are wrapped with colorful tape on the outside. 

"The global campaign introduces eBay's new brand positioning as a more colorful competitor to Amazon. It also aims to shatter misperceptions like the belief that most eBay goods are used; 80% are new, according to the company," AdAge wrote.

You can watch the commercial on the new landing page on eBay.

At least customers featured in the ad seem happy with their orders, with no mention from eBay about how easy it is to return items.

Update 6/8/17: eBay blogged about the campaign here. Excerpt:

"Phase 1 introduces the theme of the campaign: "Fill Your Cart with Color", which celebrates personal expression and individuality, establishing eBay as THE place to find unique items. The new creative is bold, fresh and spirited, showing off the uniqueness of eBay shoppers."

Phase 2: "Next, we turned on a fully integrated marketing campaign across many channels: cable and network TV, internet video and display, and social media platforms. The bold, colorful creative draws you into an immersive shopping experience, revealing items you didn't even know you wanted."

eBay said Phase 1 set the tone, while Phase 2 was "all about getting buyers to take action."

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Readers Comments

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by: Valaset This user has validated their user name.

Wed Jun 7 09:32:10 2017

Last year at EBAY open 2016 I told Devin that the one thing they HAD to do was spend big $$ on advertising. Glad to see that is the direction they are going.

We need the leadership of EBAY to drive more traffic to the site.  This will help.

And on a side note, to "Ming the Merciless" or "iheartjacksparrow"...the day one of you says ANYTHING positive about EBAY...the world will come to an end.  I don't understand why each of you must bash EBAY on every single article that is ever posted about EBAY.  Could it be your businesses are failing do to your own failings?  Not EBAY?  Each of you should think about that for a moment...

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This user has validated their user name. by: toolguy

Wed Jun 7 09:46:12 2017

@pace

"Obviously, you dont know what the word PARTNER means"

In 2 months me & the Mrs. will be celebrating 30 years of marriage.

I know what a "Partner" is and she's the best!

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This user has validated their user name. by: toolguy

Wed Jun 7 09:51:25 2017

Pace

"I'll spare you my biography - but I helped RUN $100 million companies - as an EXECUTIVE (head buyer)"


And HERE you are! ROTFLAMO ~ A Long way from the board room!


"NOT as a bolt tightener on the line."

I didn't touch aircraft, I wasn't a production worker. I was a tool maker, in the labor pool I was 2nd from the top out of 68 classifications in the UAW. When they closed the factory last year Jig & Fixtures builders were making $44 an hour, that's $88 an hour on Sundays. The average pay for a Jig builder at Boeing is $120,000 a year. Not bad for a Union smuck!

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by: uppercutknives This user has validated their user name.

Wed Jun 7 09:52:22 2017

Really, ebay is telling jokes now. Haha. Amazon is my #1 stop to shop.  

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This user has validated their user name. by: toolguy

Wed Jun 7 10:02:05 2017

@pace

"Ive been a seller on eBay since 1998"

Talk is CHEAP!

What's the ID?

Are you scared we'll see you're LYING?

Anyone can say anything on these forums, proving those facts can be heartening.

"Again - please let the grown ups talk."

I'm 58, probably old enough to be your DADDY.

How many laser trackers have you run? Ever set a Theodolite system (heck you probably have no idea what a theodolite is)

What kind of machines can you operate?

I can run lathes, milling machines, CNC machines, surface grinders etc etc etc

We come from 2 different backgrounds.

I can do your job can you do mine?

You couldn't even turn the laser on ~ LOL

PS: If you're interested they are made by Leica or SMX, real high tech electronics not am radios...

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This user has validated their user name. by: iheartjacksparrow

Wed Jun 7 10:17:53 2017

@Valaset - I guess you missed my past posts where I stated that between 2000 and the end of 2006, eBay was my life. I promoted eBay non-stop. I had a great business there, and everyone knew about it. Every sentence out of my mouth started and ended with the word "eBay."

Then, after the holidays in 2006, my sales started to tank. Whereas I previously sold 95-99% of what I listed (auctions only), sales kept getting lower and lower and lower, until I considered myself lucky to have one item a week get a bid and sell. I left eBay as a seller on February 1, 2008, when the "no negatives for the little angelic snowflake buyers" went into effect.

It wasn't until years later that I starting hearing about so-called rolling blackouts, which i had experienced, plus hiding listings, which I probably also experienced because I had always sold collectibles and it seems highly unlikely that my sales could go from massive to basically nothing.

So, no, I currently have nothing positive to say about eBay since, due to the policies they have implemented against small sellers, they have ruined many thriving small businesses. There were many people who used the sales on eBay to help pay for normal living expenses so they wouldn't have to go on welfare. Or to help send a child to college. Or to pay for unexpected medical expenses, car repairs, etc. eBay took all those possibilities away. You should think about that for a moment.

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This user has validated their user name. by: toolguy

Wed Jun 7 10:29:50 2017

I love it when sellers blame eBay for their shortcomings.

We all play in the same sandbox, some of us get sand in our shoes and others are smart enough to take them off before getting in. . .

There's a lot of competition on eBay and if you're not on top of your game you won't WIN that BUYER!

See you guys at the finish line. . .

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by: Jim Y This user has validated their user name.

Wed Jun 7 10:55:15 2017

Why buy on eBay, when you can get the same stuff on Amazon?  The ads are oh humm...  They should change advertising agencies.  What makes eBay so special is the question.

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This user has validated their user name. by: iheartjacksparrow

Wed Jun 7 11:09:47 2017

@toolguy - A lot of the people who post here, whether current or former eBay sellers, don't want their ID disclosed because they fear retaliation by eBay for the negative comments they post. If eBay were to stop being anti-seller and make serious attempts to suspend all the liar buyers, I would go back to selling there. So I don't want my ID advertised since eBay has people reading the comments here.

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This user has validated their user name. by: toolguy

Wed Jun 7 11:14:07 2017

@Jim Y

"Why buy on eBay, when you can get the same stuff on Amazon?"

Because you CAN'T get the same stuff on Amazon!

eBay has way way way way more selection then Amazon does!

If you need a Front Right Fender for your 1967 Corvette I doubt you'll find it on Amazon but if you look long enough 1 will pop up on eBay but you had better be quick on the buy button as they are in high demand!

Need a OEM intake manifold for that 1970 426 Hemi? It's not on Amazon but chances are you'll find 1 on eBay!

If you need common items like those found in Walmart or Home Depot Amazon is the place to look.

If you want that hard to find unusual item eBay is the place.

Does anyone have a Campbell Hausfield Oil Site Window part number st120400av, I missed the one for sale back in Feb.

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This user has validated their user name. by: toolguy

Wed Jun 7 11:17:56 2017

@iheartjacksparrow

Are you SERIOUS?

eBay could care less if you bad mouth them!

I do it all the time on Facebook, they know who I am and they've never done me wrong.

People who are scared live in fear. . .

You see how abrasive I can be on the forums, I've been this way for over a decade. No one has ever done anything to my eBay.

When folks refuse to reveal their ID it just means they are hiding the truth or live in fear.

I do NEITHER

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This user has validated their user name. by: toolguy

Wed Jun 7 11:21:50 2017

Here's a recent post of mine from the eBay forums.


z50com
Re: Promo: Get 20% off selling fees for in-demand summer items
in reply to copper.boom 06-06-2017 07:13:46 PM
z50com

I wasn't invited



And I sell in eBay motors : air tools



What a shame, I feel so UNLOVED by my business partner eBay :-(

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This user has validated their user name. by: bitbybit

Wed Jun 7 11:23:32 2017

Amazon has stake in the game with selling their own products. What does eBay sell?..oh, that's right..eBay boxes and...tape...but wait, there is more...colorful tape.

By the way, everything in that new ad could be purchased on Amazon.

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This user has validated their user name. by: toolguy

Wed Jun 7 11:30:03 2017

I have a great game for us here.

What do you have listed on eBay that can't be found on Amazon?

What can be found on Amazon that cannot be found on eBay?

Which site will win this challenge?

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by: val2525 This user has validated their user name.

Wed Jun 7 12:20:10 2017

I LOVE IT.  The guy with the leaf blower cracks me up.  I'd only change one thing, I'd have added the tag line, "eBay is like no where else".  I also hope this means the eBay shipping supplies are being redone in colors - that would be awesome.

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by: val2525 This user has validated their user name.

Wed Jun 7 12:21:52 2017

@toolguy, I sell used plus size clothing. You cannot find that on Amazon.  Plus size buyers are a thrifty bunch on the whole (online and B&M), so buying used works fine for them.  My sales are good when I list, not good when I don't.  It's been consistently that way since I started in 2006, no matter what changes eBay made to the site.  Loss of sales is not always eBay's fault.

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This user has validated their user name. by: iheartjacksparrow

Wed Jun 7 12:49:16 2017

@toolguy - Stating that you feel unloved by eBay hardly qualifies as stating that they are worse than the Mafia (true), and all the other things people here post that eBay would never want to be known by your average person who might consider selling on eBay.

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by: dander This user has validated their user name.

Wed Jun 7 13:52:18 2017

more whining and bagging on ebay. I could go to any amazon sellers site and see the same whining about them.  

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This user has validated their user name. by: bitbybit

Wed Jun 7 15:38:32 2017

When was the last time anyone here has seen any advertising with eBay promoting the unique, hard-to-find, collectibles and antiques? When was the last time anyone here saw eBay actively supporting and praising their wonderful sellers to buyers and the outside world?

Ebay is pushing new..period. Going this route, IMO, will never make eBay stand out from Amazon and all the other ecommerce enterprises. They will simply blend in and eventually fall into the "has beens".

"You got to have a gimmick if you want to stand out at all" - Gypsy Rose Lee - Natalie Wood movie

And colorful tape isn't going to save the day.
 

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This user has validated their user name. by: toolguy

Wed Jun 7 16:11:46 2017

Off Topic:

It's not on eBay!

It's not Amazon!

What is it?

It's the Otto Wilde OFB

Made In Germany Top Quality!

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