| Wed Sept 17 2014 15:23:47 |
New eBay TV Ad Promotes Selling not Buying
By: Ina Steiner
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If you ask an eBay seller what kind of ads eBay should run, they're likely to say a television ad, especially around the holiday shopping season. And many will suggest an ad that shows buyers the special kinds of items you'll find on the site.
But the TV ad I saw recently encouraged viewers to sell, not buy.
The TV ad is part of a campaign called Flip Your Phone for the Win (eBayForTheWin.com), which we wrote about in EcommerceBytes Newsflash. The campaign capitalizes on the new Apple iPhone 6 and is advertising a promotion encouraging people to sell their old phones on eBay to get money for a new phone.
However, as I pointed out, there are lots of restrictions. eBay says it will give you $100 if your phone doesn't sell - but you have to list in in the auction format using the starting price eBay recommends. (And it's important to check that your model is included in the promotion - old phones don't count.)
The ad makes it sounds risk-free - you could get up to $400 for your phone on eBay - and if it doesn't sell, eBay will give you a $100 coupon. However, if eBay recommends people start their auctions at a low starting price and it sells for that low starting price, people could end up with far less than $100. (Just ask any seller impacted by the recent glitches on eBay.)
But the bigger issue in my view is whether eBay should be encouraging people to come to the site to sell, or if they should be encouraging them to come to shop.
What do you think of the ad campaign, and what kind of ad do you think eBay should run?
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