eBay for Business

eBay is a US company that operates the world’s largest online marketplace and is known for its auctions. eBay for business is a service for commercial sellers on eBay.com.

B2B Communication, Printed Mailing

Since 2007 pioneer communications has supported eBay in the implementation of various marketing measures for the online marketplace eBay.de for the markets in Germany, France, England, Italy and Spain. A large part of the products that are sold today via eBay’s online marketplace are now new and available via fixed-price auctions. An increasingly important target group that buys products on eBay is therefore tradespeople.
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Mission

With the help of pioneer communications, eBay wanted to reach the identified target group via analogue channels as a test. For this purpose, a postal mailing was created and sent to 40,000 businessmen from various sectors such as do-it-yourself, cosmetics, gastronomy and office. The aim of the mailing was to convince the buyers of the addressed small businesses to also buy their products on eBay.
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Realisation

pioneer communications provided significant support in the areas of consulting, design and project management. After a detailed briefing with questions on design, A-B tests, linking to eBay.de and the mailing itself, a mini-concept for the implementation of the postal mailing was developed. The creation of the drafts included the placement of various text and image elements and the voucher code. This incentive should reduce the entry hurdle of the first purchase and helped with the allocation of the purchases made and industries. In order to implement follow-up mailings even more successfully, an A-B test was also carried out on the letterhead and envelope in the graphic implementation. The A-B testing was carried out for each sector – the individual voucher code then allowed conclusions to be drawn about the sector.
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Evaluation

Purchases were recorded and validated using the individual voucher codes. The campaign started as a test with the goal of activating about one percent of all recipients. In the final phase, the campaign achieved a conversion rate of just over one percent and a positive ROI.

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