Using Your Buyer Registration Form To Promote Attendance!

Most auctioneers use a buyer registration form at each sale. Many have opted to simply print these out to capture the name, bid number and contact telephone. But have you considered capturing cell phone and emails as well? Why?

Consider this:
If you could contact buyers from previous sales just 24 hours prior to your next sale could you increase attendance?
If in a marketing message you could promote a visit to your website to view photos of an upcoming sale could you increase buyer activity?

If during a review of your website the visitor also saw upcoming sales could you maintain a larger buying audience? Email and text message marketing can be very effective especially in markets where competition for your customer’s time is a key. These media used in a professional and timely manner can help your buyer retention and frequency as well as continue to brand your auction services. Using digital marketing such as text and emails normally requires “opt in” from the customer. This means that as you are gathering their information they are agreeing to allow you to contact them using email or text messaging. How you intend to use their contact information should be displayed on the registration sheet informing the signer so they aware of your plan. A simple “No” check box can be used for them to “opt out”. Note: Each email or text should also include an “opt out” link for those you may have signed up un-intentionally.

Once you start collecting emails and cell phone numbers you will need to be able to store them in a format that will allow you to access them. Outlook or an in-expensive contact manager program can provide this function. This will also let you categorize your clients if you want to go to that level. (See our post on Using Contact Managers).

With this done you can now advertise upcoming sales to frequent buyers, remind buyers just prior to the sales date and send thank you messages to attending buyers.

Top Flight Graphics offers pre-formatted registration forms designed to capture contact information for marketing purposes. Contact us for more information!