RAB ezAuctionRevenue Solutions from RAB

RAB ezAuctionRevenue Solutions from RAB

2

Clients use proceeds to subsidize new campaigns or enhance

existing schedules

Listenerssave money

Your stationsells/auctionsproducts or services,generating adrevenue

• Choose a format …– Auctions

• Station establishes opening bids, bid increments and the timeframe for each item featured on the program

• Listeners bid over the phone and/or online for a given item.

– Shopping Shows• Station establishes a price (65 to 75% of

retail) for each item featured on the program

• Listeners buy directly over the phone and/or online

• No bidding

Getting Started …

Getting Started

• Most programs are a combo of auction and shopping show.

• Station features items in a weekly or monthly program

• Event shows also work well– Quarterly or seasonal

• Direct phone calls and Internet

• Effective administration is one of the largest hurdles

Before You Begin

• Designate an auction administrator

• Train staff• Set business hours• Set certificate

expiration date• Establish return policy• Provide cash drawer

and system for managing receivables

Working with clientsAs part of your proposal …

• Set the dollar value needed for campaign

• Suggest products or services

• Establish % of advertiser credit

• Detail any restrictions• Set the time frame for item

sale• Close

Before the auction …• Set in-store signage and/or

display• Place promotional support:

promos, billboards, email• Double-check details of

inventory item• Communicate with in-store

sales staff

Suggestions for Doing It Better • New business only

• 50% of the schedule• Select items you

know will sell well – shop for your listeners

• Consider general certificates whenever possible

• Require management review before finalizing any agreement

• Apply credit only after an item is paid for

Suggestions for Doing It Better• Sales

– Credit can be pre-established or based on the selling price of the item.• Consider 85% advertiser credit• Place minimum beginning price at 70% of retail

value• Manage risk and exposure

– Keep one rate card • No negotiation on rate• Consider certain restrictions to avoid trading

more valuable inventory– Limit clients a seller can have on the show– Consider an “auction billboard” promos– Help your retailers feature auction items– Don’t accept distressed inventory

Suggestions for Doing It Better • Other Ideas

– Number certificates and make them look valuable

– Set a “use by” date (60 days)

– Use customer e-mail address to identify successful bidders

– Keep your auction open 24/7

– Don’t set prices too low

ezAuction is the complete, affordable solution for managing your station's auction or shopping show! ezAuction includes... •A customizable online auction•Fully scalable •Complete tracking/administration•Multiple payment methods•Multiple delivery options•Complete sales guide•Ongoing support

RAB ezAuction

Getting Started is Easy

RAB can help transform your auction into a powerful revenue-

generating tool with online software, support

and complete training.

For a complete demonstration or more

information, call RAB at 1-800-232-3131.