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An Affordable Alpaca Auction Alternative |
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Below is the marketing that was done for the 12 Days of December Auction. As a Co-op marketing program it was very intensive in a short period of time, total of 80 days of marketing leading up to the event. We will develop similar marketing plans in the future and publish them on the web site. |
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TARGETED EMAIL |
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NATIONAL PRINT MEDIA |
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WORD OF MOUTH |
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WEB PRESENCE |
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US MAIL |
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September 22nd |
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Roll Out New Web Site, Check out the Current Consignors Pages |
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September 24th |
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Email Blast Announcing Auction |
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September 30th |
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Email Blast — Consignments available, Zero Commission, low fees, Marketing Schedule |
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October |
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Alpaca Nation Ad for month, link to web site |
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October 8th |
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Email Blast — Mark your calendar, 7 days left for 50% Discount on 2nd entry, Welcome list of consignors |
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October 18th & 19th |
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Pass out Flyers and face-to-face discussions about the auction at the 2008 VAOBA Alpaca Expo in Lexington, VA |
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October 24th (Added & Date Change) |
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Email Blast — Consignment Space Still Available, Don’t miss out on consignment discounts. Welcome list of consignors |
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October 27th (Added & Date Change) |
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First Class mailing to over 550+ specific leads We added lot specific details into this mailing, EVERY current consignment received coverage into this mailing. |
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October (Released 10/22) |
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Full Page Ad in |
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October 29th |
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Email Blast — Plan out your year-end tax savings, lot specific details* |
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November |
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Alpaca Nation Ad |
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November |
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Full Page Ad American Livestock Magazine (Continued Coverage Period) |
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November 5th (Added) |
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Email Blast — Lot Specific Details* |
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November 8th & 9th |
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Pass out Flyers and face-to-face discussions about the auction at the 2008 OABA Alpaca Fest in Columbus, OH — Great Turn Out — |
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November 10th |
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Purchase AOBA Leads |
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November 11th (Added) |
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AOBA LEADS Email Blast — Special email sent to leads inviting them to view you’re AN web site and all of your offerings! As well as visiting the auction site. 2008 Tax Stimulus Package Link to IRS.GOV |
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November 16th (Added) |
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Email Blast — Current Consignors, Lot Specific Details* |
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November 17th (Date Change) |
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AOBA LEADS First Class Mailing — Directed to the AOBA Leads database, topic to Partner with our consignors. Lot Specific Details* |
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November 20th (Added) |
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Email Blast — Lot Specific Details * |
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November 26th |
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Email Blast — Happy Thanksgiving, lot specific details* |
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November 26th (Added) |
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AOBA LEADS Email Blast — Thanksgiving Day Discussion; ALPACAS! |
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December |
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Full Page Ad American Livestock Magazine (Continued Coverage Period) |
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December |
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First Class Mailing, A CATALOG!!! Yes, a full color catalog with Lot Specific Details* and Photographs.
FYI: The timing of this mailing was specifically targeted for arriving after the auction starts.
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December 1st to 6th |
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Alpaca Nation FRONT PAGE Ad (1 of 2 per week) |
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December 1st |
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Email Blast — Announcement of auction opening day, lot specific details* |
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December 3rd (Added) |
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Email Blast — Follow the link! |
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December 6th & 7th |
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Pass out Catalogs and face-to-face discussions about the auction at the 2008 National Champions’ Alpaca Show in Springfield, OH |
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December 9th (Date Change) |
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Email Blast — Tax Savings, Lot specific details* |
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December 7 to 13th |
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FRONT PAGE Large Poster Ad on Alpaca Nation (1 of 2 per week) |
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December 9th (Added) |
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AOBA LEADS — Email blast, year-end event, tax incentives and lot specific details * |
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December 11th |
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Email Blast — Final days of auction, don’t miss out! |
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December 12th (Added) |
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Email Blast — Auction Closes Tomorrow, Don’t miss out, bid now. |
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