eBay is the UK’s number one online marketplace, providing a platform for approximately 18 million unique visitors per month to buy and sell new, unique and used items in a fun and easy way. There are sellers of all sizes, including 120,000 registered businesses and 20 high-street retailers. To support and drive growth, eBay tasked Racepoint UK with helping them position eBay as a superior sales channel, build its profile among retailers, brands/manufacturers and generate press coverage to highlight the importance of eBay in ecommerce with B2B media and professional sellers.
Racepoint worked with eBay to develop and publish Seller Reports and releases highlighting continual upgrades and new features that improve selling efficiency, targeting professional sellers and B2B media. This included: developing “how to” videos on seller tools; case studies from professional sellers with “top tips” for other sellers; targeted announcements to B2B media on site redesigns including the Fashion and Motors homepage and alerts reporting the benefits and top tips for sellers to prepare early for Christmas. The campaign also involved an aggressive speaker program ensuring eBay executives were speaking at key retail events in the UK calendar as well as supporting eBay’s quarterly Seller Summits.
Between August and October 2010, Racepoint helped develop eight eBay “how to” and “top tips” videos, some of which have already received nearly 14,000 views by sellers. Targeted B2B media coverage has appeared on key blogs and in publications targeting top sellers and brands from Internet Retail, Retail Week through to Motor Finance and Just-style.com. The redesign of the Motors homepage announcement resulted in a number of valuable sales leads from advertisers wanting to target the automotive industry. Racepoint Group has also secured five keynote speaker slots for senior executives at key industry events and helped develop a variety of presentations which visualise eBay’s key messages.
