Consumer education puts secondary market player on top

Genco, a b-to-b wholesaler of surplus inventories, started NoBetterDeal.com in 2007 as a site where employees, family, and friends could buy merchandise below wholesale prices.

Client: NoBetterDeal.com (Pittsburgh, PA)
Agency: Zer0 to 5ive (Devon, PA)
Campaign: Tips for Getting Holiday Deals on Secondary Market
Duration: October 18 - December 22, 2011
Budget: $20,000

Genco, a b-to-b wholesaler of surplus inventories, started NoBetterDeal.com in 2007 as a site where employees, family, and friends could buy merchandise below wholesale prices. The site was opened to the public in 2009. Last fall, Genco asked AOR Zer0 to 5ive to create a campaign to generate awareness of the site and drive sales.

“There's a lack of consumer understanding about the secondary market and the value that's out there,” explains Don Rendulic, director of marketing and communications at Genco ATC. “A lot of people are looking to stretch dollars, and [lack of] visibility has been an impediment for us.”

Strategy
The campaign began in late October to allow plenty of time to get the site on consumers' radar for the holiday shopping season.

“Based on prior years, people took a look in November and then returned to make purchases during a two-week window, generally starting the first full week in December,” says Rendulic.

Media and blogger relations, social media outreach, and a company blog drove awareness.

Tactics
National general consumer broadcast and print outlets were targeted. Rendulic says mommy bloggers are “big buyers and big influencers,” thus they were key targets as were deal bloggers.

Tom McElroy, VP of ecommerce at Genco Marketplace, gave interviews.

Rendulic notes Genco isn't shy about touting McElroy, a former long-time Dell executive whose responsibilities included Dell Outlet Americas' P&L.

Agency director Michael Levey says messaging included tips for shopping the secondary market and sample deals on the site, such as laptops under $200. TV producers got custom discount codes for their audiences.

Facebook and Twitter messaging mirrored media messaging.

A video explaining secondary market jargon (i.e. new, open box, refurbished, and “as is”) was posted to Facebook, YouTube, and the website. Educational information was also posted on NoBetterBlog.com.

Results
Comparing December 2010 to December 2011, Rendulic reports overall revenue increased 83%; new customer revenue was up 130%; and site visits jumped 50% to more than 400,000. Children's and baby products were the highest selling category through the holidays. Rendulic adds that national exposure was the only new variable in 2011.

About 20 stories ran in outlets Fox News, NBC Atlanta, and Men's Fitness.

Facebook likes increased 14.2% from 5,233 to 5,976 between October 18 and December 22.

Future
Inventory is slated to increase dramatically this year. The team will continue promoting the site through various channels.

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