A key marketing focus for an Auction House needs to be on developing a database of all the buyers and sellers who have registered at auctions, and then using that database to market to them.
Sending previous sellers details of forthcoming auctions, preferential rates for regular sellers, expected attendance at an auction, or simply recent auction news will greatly improve the likelihood that dealers will place their stock in your sale.
Sending previous buyers details of forthcoming auctions, photos of lots, and details of forthcoming lots similar to lots they have previously purchased will greatly improve the likelihood of their attending your sale.
Marketing Antiques can help you market to existing customers by:
Consultation and advice about the ways that you can use existing data to generate repeat business.
Database development . Guidance on what data you should capture. We can recommend a simple and affordable ‘off-the-shelf’ CRM (customer relationship management) database or we can tailor a CRM database to suit your specific needs.
Ongoing database maintenance. To free up your time, we can build and maintain your CRM database.
We can develop a customised loyalty programme for your buyers and sellers. This will ensure regular customers feel rewarded and appreciated.
We can develop a programme of regular communications to your customer base designed to stimulate repeat placement and attendance at auctions.
