QuikDrop launches national TV spots for eBay drop-off stores
To better show consumers how they can cash in their stuff on eBay, QuikDrop International launched a national cable TV campaign yesterday with two 30-second spots aimed separately at men and women.
Costa Mesa, CA-based QuikDrop, which also uses Internet marketing and local and regional print and broadcast advertising, launched the national TV campaign to better explain to its targeted audience of 35- to 55-year-old consumers the ease and value of selling their old skis and golf clubs on eBay.com. "National television advertising is the best way to tell the story about how our customers use our service to get cash they didn`t know they had,” says president Murray Mead.
The commercials, running on cable TV programs including Discovery Home, Cash in the Attic and BBC America, take a playful approach toward showing consumers how many valuable products lie around the typical home—and how easy it can be to sell them on eBay. “On radio and in print, it’s hard to tell that story,” says QuikDrop co-founder Jim Reynolds.
The campaign, produced by Santa Monica, CA-based advertising agency Palisades Media, is costing several hundred thousand dollars, Reynolds says. One spot shows a woman walking around her garage and getting hit by wads of cash flying out of things like old golf bags; the other shows an Army sergeant shouting off numbers by 10s and 20s as if ordering a recruit to do pushups, then reveals that the sergeant is actually in a QuikDrop store counting off the rising revenue he’s getting from his eBay listings.
Consumers can respond to the ads by calling a toll-free telephone number, then leaving a message that is automatically routed to an eBay listing expert in the nearest QuikDrop store, who returns the call. The QuikDrop eBay expert also advises callers on other items in their home that might sell well on eBay.
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