Wednesday, September 19, 2007

eBay's "Shop Victoriously" Ad Campaign Sucks!

I'm sorry, I keep going on and on about this new eBay ad campaign but I can't for the life of me believe that this idea was the best option. I wasn't enamored with "Windorphins" but at least the name peaked interest or at least curiosity. I wonder why they didn't continue the Windorphins theme, could it be that their tracking data showed it was confusing and ineffective. I would think, if "Windorphins" was effective they would have continued it. "Shop Victoriously" rolls off the tongue like peanut butter.

I've seen three of the ads so far (included below) and I am completely underwhelmed. The guy who wins the Radio in the "Track" ad looks like he's going to have a heart attack and the "Fox Hunt" ad is just plain stupid. I'm sorry if I'm being harsh but they pay a lot of money for these campaigns and the success of the 4th Quarter is partially dependent on a successful ad campaign.

Look, I want to "win" my item in my jammies, in front of my computer, using a sniping program or setting a bid at my maximum price. I don't want to run, ride a horse or catch the item I want to buy (sorry for taking this literally). Lets brainstorm here for a second about another idea that should have been considered. Why not license "We are the Champions" from Queen and make that the title of your campaign. Sure its been done before but that one phrase conveys the idea much better than "Shop Victoriously". Either BBDO Worldwide has lost their creative abilities or eBay Marketing doesn't have a clue. Just say "Shop Victoriously" three times fast, its almost painful. Hell, 60% of eBay's user base probably can't even pronounce "Victoriously". I myself have miss-spelled it 4 or 5 times in this one post alone (thank God for spell check).

For the sake of sellers on eBay, I hope I am completely wrong about this. I'm not a marketing Guru but even I know you don't use a word "Victoriously" that is hard to speak, spell, or listen to.

I've placed the three ads that I've seen below. Am I way off base here?

"The Track Meet"


"The Fox Hunt"


"The Big Game"


10 comments:

Anonymous said...

I agree with you Randy, these ads suck and do not represent the majority of todays seller and fee payers.

The buyers in these commercials are chasing an old radio, a lunch box, and a vase.

Pure garbage.

Brandon said...

Hi Randy:

I have to disagree with you here. I actually like the tv ads to some degree.

See there are two types of marketing. First is the marketing you do on tv, print, web, etc to persuade public opinion of your company or to create new customer awareness. This is eBay’s way of telling everyone what they want to be when they grow up so to speak. They want eBay to be fun, exciting, the thrill of the hunt and the sweet taste of victory. This is all fine and dandy. Customers need to enjoy the eBay experience if they are going to come back for more. This includes both sellers and buyers by the way.

The second type of marketing you do is just that the marketing that you DO. It is the customer experience, the expectations and if they are met kinda stuff. This type of marketing is far more important than the first and will be the determining factor to eBay getting back into the race. This is the marketing that I am watching.

Brandon

Randy Smythe said...

Brandon, I just don't believe these ads will do anything to encourage buyers to shop at eBay. Maybe shoppers will like them. Like I said, I hope for the sake of sellers that I'm wrong.

The site changes are needed and are really a separate discussion in my mind. The site did need an upgrade.

I think that the online auction format has hit its peak. eBay Auctions are slowing down at the same time eBay's competitors are getting out the business completely. The novelty has worn off.

I think management needs to re-adjust their thinking. Auctions are great for certain product life cycles or product types. So spin off the auctions into their own platform (eBay Classic) and open up the Fixed Price business to the rest of the world. The two selling formats need to be independent. Then you will see auctions begin to grow again.

Cliff Aliperti said...

I agree for the most part, Randy, but even still I think it's much better than the underwhelming "Windorphins" campaign which just got me to shrug and move on without really caring to see what they were talking about. Actually I still don't know what the hell they're talking about.

Anonymous said...

As an eBay shopper, I can say for sure that I don't especially like auctions. I hate being outbid at the last second by fifty cents, for example. And I hate it when I find the EXACT thing I need/want and the bidding goes out of a reasonable price range because someone else got "auction fever" (though I know sellers love it when that happens). I don't find it "exciting" to wait days to find out if I've even won the thing I want to buy.

I cannot imagine WHY eBay thinks it's so exciting, personally...

Randy Smythe said...

When nearly 50% of purchases on eBay are BIN, FP or Stores and that % is growing while Auctions continue to decline, placing your bets on a tired format is not the right way to go.

eBay should be the ecommerce king not just the auction king. Instead Amazon has become the ecommerce king. BTW, have you seen any Amazon ads lately?

Glenn Mandelkern said...

Combining "Shop Victoriously" and "Windorphins" led me to come up with "Shop like a Winner."

Shorter and faster words to say and type.

Frank said...

Hi, If your looking for an alternative to ebay, ItchyPig limited run its own auction site www.itchypig.co.uk. Im a co-director, we have just been backed by Northampton university. Theres no final value fees and no listing fees. we make all our money from selling advertising space on the site. And check out our charities page. You will see that just by using the site you are helping charities. We actually pay our users, if you have a myspace,facebook,bebo or even your own website, we will actually pay you just to have our link on your site (£1 for every verified sign up that comes from your unique link) If you want to know more then just email me on frank@itchypig.co.uk or check out the website www.itchypig.co.uk. Oh and to add to the ebay sux theme here, they also own www.shopping.com they pay other websites to promote affiliat's products then pay the promoters 1p-10p per sale when they receive £6-£500 per sale. They are all about the money, they have changed sooo much since they started up. you should read their book "the perfect store". more like "a quick and easy way to make a load of money, with no customer care". Cheers for reading. Frank.

Search said...

If the Shop Victoriously eBay Campaign Suck so bad why do you have 4 commercials of it? To demonstrate how much you really like ebay?

Exactly.... Close fan.

Randy Smythe said...

No, I added the spots to demonstrate my point. Even though the newest spots are more clever I still think the entire campaign is a failure.