Case Study: Online Charity Auctions Drive Results for LimoLiner
June 24, 2009 By Hallie Mummert, Editor-in-chief, Target MarketingThe auction itself generates bids from about 20 percent of people who view LimoLiner’s offer, with 5 percent of this group eventually winning ticket pairs. Pescatore places the average winning bid at $195. And through cMarket’s reporting, he gets access to bidding information for all participants, which helps him gain insight into price points that can be applied to remarketing the losing bidders. The remarketing process involves e-mail contact, facilitated by cMarket’s platform, in which Pescatore promotes a discount offer to encourage these prospects to convert.
“My service doesn’t operate at a 100 percent capacity, so there are always empty seats. So, my perception of this opportunity is that it’s pure advertising. I get [on my auction item landing page] the photo of my vehicle, a link to my site, my smiling face on the video … all the tools that will attract people to try our service,” he says.
Moving forward, Pescatore plans to explore the effect of tighter selection criteria to further refine his reach. But he’ll keep his investment at a similar level, looking to fill more seats on those coaches.
The Secrets of Paid Search
