Your marketing timeline and strategy

The following list outlines key marketing opportunities in the auction cycle as well as some recommended promotional activities for you to help spread the word about your auction. For a deep dive, please refer to our step-by-step guide.

1. Pre-launch

• Create your auction page to start registering interest - this link will remain the same once the auction opens, so starting using it in all your promotion.
• Send save the dates across your channels and with your contacts. 
• Reach out to press with your auction announcement.
• List your auction on relevant online platforms.
• Engage auction ambassadors so they are ready for launch.

2. Open for bidding 

• Send a newsletter or targeted email outreach.
• Share a comms pack with collaborators (creators, donors, sponsors, venues, committees, patrons, event staff).
• Launch your social media campaign.
• Activate paid promotions.

3. Bidding in progress

• Cross-promote with partners and ambassadors on social media.
• Maintain regular communication with ambassadors, partners, and sellers to encourage ongoing promotion.
• Send a “Last chance to bid” reminder email to your networks.

4. Auction closing

• Ramp up your promotion in the final 1-2 days of your auction.
  
• Send a email comm to all registered bidders in the last 24 hours, to remind them of the auction closing time.

5. Post auction 

• Send a thank you and celebration message to participants.
• Share results and if it’s a charity auction, highlight the impact enabled by the funds raised and provide other ways to donate.
• Ask your bidders for feedback about their experience with the auction, so you gain insights into how you can improve your next one.
• Keep in touch - with indy you can access bidder and underbidder data to spot potential clients and buying trends. In the ‘Bidders’ tab, contact those with a green tick — they’ve consented to marketing and can be updated on future auctions and events.
• Promote opportunities to get involved in the next auction.