Positive brand protection on eBay
11/04/2008 at 18:25
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 Red Letter Days, 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.
whirly says
7:03 pm on 11/04/2008
Nice firm, used them before. If they are watching every item I click on I get PNR message?
Chris Dawson says
8:08 pm on 11/04/2008
Must be just you
I’ve been looking at Ferrari driving all evening 
vzaar Jamie says
8:47 pm on 11/04/2008
Look forward to hearing more from them at Catalyst.
Over my time at eBay I really expected to see an evolving attitude from high street retailers and brands in regard to selling on eBay but to be honest only a small handful have really grasped the opportunity. I met with the likes of Tesco, John Lewis, Man Utd, HP, Vodafone, T-Mobile, Harrods, Figleaves to name just a few and although in the early days their fears around brand protection had some grounding as ever the problem is that the decision making tree is too long and too complicated for any of them to commit personnel and time to “new ventures” like eBay. Schuh, is the best in class approach in my time, setting up an individual team set on testing the market and then adapting. They have shone and deserve all their success in not only protecting their share of market but growing it.
Super Max says
9:35 pm on 11/04/2008
Remind me, how many times has ‘Red Letter Days’ gone bust now ?
Ebay is not a appropriate channel for every brand and to criticise brands for not using it is as daft as criticising brands for using it.
Biggles says
11:17 pm on 11/04/2008
Super Max, yep. Remember Stelios Easy Cruises? *poof* gone from eBay. … who knows how many Brands have come and gone.
Whirly says
10:36 am on 12/04/2008
“I’ve been looking at Ferrari driving all evening”
Did it back in 99, absolutely the best money you will ever spend Chris, go for it.