It’s always bemused me why big brands either ignore eBay entirely, or sign up to the VeRO program but do nothing to establish themselves on eBay. I’ve long been of the opinion that brands would do well to have an active presence on eBay even if it wasn’t a profit making operation.
Many brands and even ticket promotors have attempted to control the eBay marketplace and and yet done little or nothing to make their products and brands legitimately available on the site. Step forward , they have just announced the launch of their eBay shop and part of the reason for wanting a strong presence on eBay is to protect their brand.
– Angela Greenwood, Red Letter Days’ Online and Direct Marketing Manager
The MD of Red Letter Days, Bill Alexander, will be speaking at Catalyst later this month on the importance of building a strong brand and how to translate brand awareness into online traffic and sales. It will be interesting to hear more regarding their plans for eBay and how this fits into their overall brand awareness campaigns.
It’s refreshing to see a company building their brand and approaching the eBay marketplace in a positive manner, rather than just rushing to fill out VeRO forms. eBay is now maturing as a marketplace and brands that embrace eBay can expose themselves to the 14 million plus active users in the UK. That’s got to be a better strategy than simply attempting to prohibit others from selling your products on the site.