The issue is the "circling shark" ad banners. I know that a purpose of BidSafe is to take some risk out of the online auction process. But the shark is a very powerful image, and it conveys an extremely negative message about the online auction environment. Reminiscent of the worst in life insurance advertising, it invokes fear. BidSafe should exist to calm fears, not create them. To me, it is a disservice to Auction Universe, its members, and the entire legitimate online auction community. Even with BidSafe a major part of AU's marketing strategy, I cannot understand AU wanting to place this image before the public.

Further, it runs counter to AU's slogan, "Online Auctions You Can Trust." BidSafe is not mandatory, so AU might as well be saying, "Shark-Infested Online Auctions You Can Trust ." That's the mixed message AU seems to be sending. Or maybe, "Online Auctions You Can Trust (Shark Repellent Optional)."

OK, I had a little fun there. Shoot me with a spear gun.

But Pat, you've made a career of communications. Could you tell me how this message helps the industry? And if you can't, could you tell the PTB at AU how it hurts the industry?

Please take this in the spirit intended -- helpful to AU and online auctioning in general.

John

[This message has been edited by hcallpc (edited 01-11-99).]
 

I think you make a very good point and I won't spear you at all for making it.

Frankly, my take on it was not really negative, rather I looked at it from the advertising-communication aspect of the shark being a good attention getter.

Consider it reviewed by the PTB and I wouldn't expect it to be around but another couple of weeks anyway.

neomax