We are all familiar with newspapers, magazines, coupons, and billboards. Let us examine how the trend of direct mail and print advertising is taking an ever-increasing back seat to online advertising.

In order to reach a specific customer, you would select a particular type of print mail advertising. For example, if you wanted to target someone driving home everyday, you would pay for an expensive billboard campaign. This is a costly type of advertising, but how many customers does it reach? Do you survey customers when they walk into your business and see if they got off the exit based on the billboard ad? If you did not ask the customer how they found you, then how do you know if you should continue to pay for that pricey billboard investment?

Everyone knows the coupon clipper. So where would you advertise to get their attention? Of course, the Sunday paper, and perhaps you might even consider the back of grocery store receipts. Coupon clippers are everywhere, and there are many direct print advertising companies who can provide you with various services. Have you ever purchased something from a Val Pak coupon, or a coupon from a post card you received in the mail? Most likely, yes.

Then we have magazines. If you are looking to reach customers who might be interested in workout machines, the possibilities for your print and direct mail advertising is endless. Do you have a local, national, or global customer audience for which you would like to sell your products?

Your choices would be the local newspaper in the health and fitness section, or large ads in the proper placement in certain sections of the newspaper. You could also advertise in national magazines to reach customers in the United States, or even a global magazine, to reach customers all over the world. You could place classified, banner, or article ads in Muscle and Fitness, or even Maxim.

What does offline advertising have to do with online advertising? Everything.

The mentality for the majority of business owners is still stuck in the print mail era. More and more business owners are losing customers locally, nationally, and globally, because they believe their potential customers find them through direct mail, offline advertising methods. They spend more and more on these efforts, and eventually go out of business. They will forever be puzzled as to why all of their efforts did not prove to be financially fruitful.

In the year 2007, over 70% of the United States alone uses the Internet to find local, national, and global products or services. If you try explaining this to local business owners, they look at you like you are actually lying and only trying to make a buck from them!

This is no joke. I have a local web site and spent $75,000 building and marketing it just for our community. Business owners are losing customers, so I walked door-to-door in over 105 degree heat to let them know their customers are actually looking for them online and almost every business owner completely blew me off!

I offered the most inexpensive web site advertising with an amazing, highly targeted customer audience, and practically no one wanted to advertise online. Honestly, I was disgusted with these business owners, because my efforts and financial investment were enormous. I cannot get that time back, but my education was invaluable. I am very happy this venture took place.

One thing I have learned over the years in working with clients and potential business clients is that as soon as I hear they are waffling about paying for Internet web sites, SEO, AdWords, and hundreds of hours of my valuable time and expert marketing efforts, I let them go–quite easily.

There is no hard selling anything. After I explain the facts to business owners, they either get it, or they do not. And you move on to an owner who gets it, and is willing to pay you for your expensive education, time, hard work, and honest, ethical marketing skill sets put into their online advertising.

So what are your online advertising options? I am glad you asked.

Let us look at some of the many ways you can advertise online, and then let us look at whether or not these ways are actually paying off for business owners.

Without looking at the YES, NO, or POSSIBLY categories toward the bottom, see how well you would fair in using online advertising to get more customers.

Which would you choose?

- Web Site (basic, no SEO)

- web site (flash with moving images, pictures, and AdSense, no SEO)

- web site (with proper title; header tags; related meta name description; limited, relevant key words; includes proper on page SEO build, but no online, content related and keyword rich articles with the proper density)

- web site (with proper title; header tags; related meta name description; limited, relevant key words; includes proper on page SEO build, includes content related and keyword rich articles with the proper density)

- web site (with proper title; header tags; related meta name description; limited, relevant key words; includes proper on page SEO build, includes content related and keyword rich articles with the proper density, and AdSense advertising)

- video advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- banner advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- image advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- text ads throughout the Internet on the major search engines (pay per click services, or membership site)

- link exchange directories

- FFA (free for all) directory submissions

- article writing content submitted to relevant categories on reputable directories

- search engine submission of your web site to thousands of directories

- coupon web sites

- putting your web site link on a friends’ site, or anyone else you ask who will put a link to your web site on theirs

As you can see, the list above is not all-inclusive, but it gives you the major online advertising venues in which you may or may not be able to get traffic for your business.

I will break this list down with a summary of which you should use, should not use, or might use (if you use them correctly)

Yes – Definitely!

- web site (with proper title; header tags; related meta name description; limited, relevant key words; includes proper on page SEO build, includes content related and keyword rich articles with the proper density)

- web site (with proper title; header tags; related meta name description; limited, relevant key words; includes proper on page SEO build, includes content related and keyword rich articles with the proper density, and AdSense advertising)

- article writing content submitted to relevant categories on reputable directories (but be very careful here!)

No – Absolutely Not!

- Web Site (basic, no SEO whatsoever)

- web site (flash with moving images, pictures, and AdSense, no SEO whatsoever)

- FFA (free for all) directory submissions

- putting your web site link on a friends’ site, or anyone else you ask who will put a link to your web site on theirs (no, no, no!)

- search engine submission of your web site to thousands of directories (new technology and algorithm changes, know what you are doing before you submit anywhere!) This is in the NO and POSSIBLY category because you can hurt your efforts if you do this wrong.

Possibly – Using these correctly could be rewarding, but using them incorrectly could cost you every penny you have and still not get you any customers

- web site (with proper title; header tages; related meta name description; limited, relevant key words; includes proper on page SEO build, but no online, content related and keyword rich articles with the proper density)

- video advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- banner advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- image advertising throughout the Internet on the major search engines (pay per click services, or membership site)

- text ads throughout the Internet on the major search engines (pay per click services, or membership site)

- search engine submission of your web site to thousands of directories (new technology and algorithm changes, know what you are doing before you submit anywhere!) This is in the NO and POSSIBLY category because you can hurt your efforts if you do this wrong.

- coupon web sites

How did you do? Which type of online advertising would you have chosen?

As you can see, the choices are mind boggling, and all of your options have not been listed. These are your meat and potato, primary online advertising choices.

Building a web site takes knowledge, education, and experience. SEO (search engine optimization) is critical to your business, just as print advertising once was 10 years ago.

I want you to think about the term “Fundraising Auction”.

A “Fundraising Auction” is an event where items of value are gathered, and then sold in a competitive bidding situation, either in a Silent Auction format, or in a Live Auction format by a Live Auctioneer. And since typically the best items are saved for the Live Auction, arguably it is the Live Auction that should generate a significant portion of the proceeds in any Fundraising Auction.

So why do so many non-profit groups consider the Fundraising Auctioneer to be the least valuable component in a Fundraising Auction?

The Hosting Facility gets paid.
The Printer gets paid.
The Caterer gets paid.
The Liquor Store gets paid.
The DJ gets paid.
The Florist gets paid.
But the Auctioneer … the individual who is expected to raise the lion’s share of the event’s proceeds… is expected to work for Free. And is usually under-appreciated for the professional services he/she provides.

I’m not trying to underscore the value of the invitations & programs, food, booze, music, and decorations. All are important in their own way. But each of these are “Expenses”. It is the Auctioneer who is going to bring “Revenue”… and thus, the “Profits”… into any event. Which is the ultimate objective of any Fundraising Auction.

Here is a real-life example of how under-appreciated the Auctioneer can be. In two comparable events we worked last year, during the dinner portion of the event one non-profit group sat the Auctioneer (me) at a table with the DJ, the Interns, the Volunteer Staff, and other event “Help”. The 2nd non-profit group sat the Auctioneer (me) directly next to the CEO of their organization, where we chatted about how important the pending revenue would be to their organization. Which group do you think valued the services of the Fundraising Auctioneer more?

Don’t ever under-estimate the value that a professional Fundraising Auctioneer can bring to your event. The Auctioneer adds value as a pre-event consultant. And the Auctioneer can change an event from a moderate to a huge success.

A Case Study Once I was scheduled to call an Auction for a major local non-profit group. They represented a very good cause and they had a strong and dedicated following. Their event was sold out, quality Live & Silent Auction items had been solicited, and the Special Pledge Appeal had been choreographed and was ready to go. The facility was first class, the appropriate caterer was booked, and the food was ready to cook.

But quite unexpectedly, some unseasonably inclement weather forced the event’s cancellation. Despite all of the committee’s hard work, cancelling the event was the proper decision considering the circumstances.

So the Event Committee scrambled to re-schedule the event for the following weekend.

They confirmed with the Hosting Facility.
They confirmed with the Caterer.
They confirmed with the Liquor Store.
They confirmed with the DJ.
They confirmed with the Florist.
Since they already had the Mailing List of those scheduled to attend, no new invitations had to be printed as all were contacted by email or telephone. So with everything in place, the group went ahead and re-scheduled the event for the following weekend.

But guess who they failed to confirm? You got it… the Professional Auctioneer. They thought so little of the Auctioneer’s contribution that they “assumed” that the Auctioneer would be available and at their beck and call.

But the Auctioneer already had another Fundraising Auction booked for that date with another non-profit group. It was only hour away from the re-scheduled event, and things could have been easily worked out. All Group #1 had to do was start their event one hour earlier, or one hour later, than the Group #2, and the Auctioneer could have helped both groups on the same day.

But because Group #1 failed to anticipate a possible Auctioneer conflict, because they failed to confirm with the Auctioneer before re-scheduling their event, their preferred Auctioneer had to bow out and they had to scramble to locate substitute “Volunteer” Auctioneer only days before their event.

And it cost them.

Learning Points

The Live Auction is usually where the profits are made at any Fundraising Auction.
A Professional Fundraising Auctioneer can be vital to the success of any Fundraising Auction.
The better Fundraising Auctioneers usually get booked quickly.
You need to recognize the important contributions that a good Auctioneer can make to your event.
Michael Ivankovich is a Bucks County Fundraising Auctioneer based in Doylestown PA, and serves the Great Philadelphia PA area. He has been a professionally licensed and bonded Auctioneer in Pennsylvania for nearly 20 years, has been named Pennsylvania’s Auctioneer of the Year, and has considerable experience in conducting Fundraising Auctions. Michael loves helping groups raise needed funds for good causes and one of his specialties is the “Special Pledge Appeal” or “Fund-A-Cause Appeal” which usually enables clients to double their revenue in a single evening.

Auctions are those events where properties or goods are sold to the highest bidder. Auctions are mostly public events, where bidders make a series of bids and purchase a particular item for a high price. During auctions, bidders decide the price of an item rather than the seller. It depends on bidders to decide the amount they would want to pay for a specific item. During an auction, a bid is a proof of a legal binding. Bidders agree to pay the amount that they have bid. In a high profile auction, bidders may have to pay a deposit in escrow accounts or give a proof that they can pay for those items.

Types of Auctions:

Different types of auctions take place around the world. Below mentioned are some types of auctions:

1. English auction:
This is a basic type of auction. In this type, people can see the item and then start bidding. Bidders slowly raise the value of their bid until everyone gives up. The highest bidder is the winner. An auctioneer manages an auction, keeps records of the on going bid and decides the winner. Sometimes, the seller will quote a minimum amount for an item to the auctioneer, below which the auctioneer cannot sell that item.

2. Dutch auction:
In this type, the auctioneer sets a particular price and then gradually lowers the price. People in public will start bidding and later decide which prices are suitable for the item. A seller may use this type of auction to sell large quantities of same products to the public. For instance, a seller may want to sell a large amount of hay and will thus, decide to sell this hay to people for the same amount, once a reasonable price is decided.

3. Silent auction:
In this type, the bidders in public will present their bids in a sealed format. These sealed bids open at the same time and bidder with the highest bid wins. There could be a modification in this type of auction. The bidders are allotted a specific period to bid. They can roam in a room displaying the items, and write their bids on an associated sheet of paper. The bidders are allowed to see bids of other bidders and can choose a higher price for an item. At the end of the allotted time, bidder with the highest bid is the winner.

Examples of Auctions:

Auctions can be of two types either public or private. Sellers may trade any kind of items in both types of auctions. Some areas where auctions take place are:

1. Antique auction: An antique auction consists of a trade opportunity as well as provides entertainment.

2. Collectable auction: In a collectable auction, the seller may put up collectables like coins, vintage cars, luxury, stamps, real estate, and luxury for sale.

3. Wine auction: In wine auction, bidders can bid for rare wine, which may not be available in retail wine shops.

4. Horse auction: Bidders can bid for young horses of the best breed.

5. Livestock auction: In livestock auction, bidders can buy pigs, sheep, cattle, and other livestock.

The other examples of auctions may not be public. These auctions are for bidders from corporate levels. Some examples of private auctions are:

1. Timber auction
2. Spectrum auction
3. Electricity auction
4. Debit auction
5. Environmental auction
6. Auto auction
7. Electronic market auction
8. Sales of business auction

Bidders in an auction need to examine the items displayed and decide an appropriate price for an item. Thus, auctions help buyers in getting the best deals and in gaining better profits for sellers.