NFO Interactive Research Drives Innovative New Site Features and Design,
and Marketing Campaign

New York, NY (September 1, 1998) -Auction Universe
(www.auctionuniverse.com), the world's largest online auction hub, today
announced the agencies that will implement the marketing of the
company's re-launch on September 16, 1998. The marketing team selected
by Auction Universe is comprised of some of the most innovative
specialists in the web design, advertising, online marketing and public
relations fields, including the romann group, R/GA Interactive, Modem
Media . Poppe Tyson, Inc. and Ruder-Finn, Inc.
"In conjunction with our re-launch, we want to inform both the public
and the industry of the innovative nature of Internet auctioning and the
benefits of our redesigned website," said Larry Schwartz, CEO and
President of Auction Universe. "The team that Auction Universe has
assembled will bring our messages to an expansive and global audience."
Since auctions are relatively new to the Internet, Auction Universe
worked with NFO Interactive to gain better knowledge of what consumers
want from the online auction experience. The testing involved multiple
focus groups and questionnaires of several different online e-commerce
populations, including both auction and non-auction users.

"The NFO research enabled our entire marketing team, particularly R/GA,
which designed the new site, to understand that the most important
factors to online auction users are trust, speed, and targeted
information," added Todd Merrill Vice President, Marketing, for Auction
Universe. "This research, combined with the creative talent we have
brought together in our marketing team, has strengthened Auction
Universe's position as the premier hub for Internet auctions."
Site Design
Auction Universe has selected R/GA Interactive to lead the redesign and
branding of their online auction site. R/GA's design team is creating
an engaging user-friendly experience for the online marketplace,
demonstrating the broad range of Auction Universe's categories and
services. "It's exciting to be a part of the Auction Universe project,
which I feel will set the standards for the next generation of
transactional online ventures," said Robert M. Greenberg, chairman and
CEO of R/GA.
Since their creation in 1992, R/GA has earned a reputation for strategic
and award-winning interactive work. Recent projects include an
award-winning series of kiosks for the flagship Discovery Destination
Store, interactive in-store demos for the launch of Compaq Computer's
new Presario line, and the design of the prototype of Ticketmaster's new
content management venture with Intel. Additional R/GA clients include
Mercedes Benz, Kodak, IBM, Met Life, Novartis, Disney, and Microsoft.
Advertising
The romann group has been selected by Auction Universe to handle all
off-line aspects of the company's forthcoming $10 million advertising
campaign. The romann group's hi-tech expertise, combined with their
history of creative excellence, effectively mirrored the advertising
demands of Auction Universe. The romann group has created an arresting
series of newspaper and magazine print advertisements that establish and
brand Auction Universe. Advertising will also include spots on
television and partnerships with Auction Universe's media affiliates.
Ads will be strategically placed in media to best reach users of Auction
Universe's 1,000 different categories (i.e., baseball memorabilia ads in
the sports section of newspapers). The romann group is a Manhattan-based
agency whose list of clients includes DLJdirect, Benihana, Finlanda
Swiss Cheese and Tower Air.
Online Marketing
Modem Media . Poppe Tyson, Inc. has been chosen by Auction Universe to
develop all on-line elements of their advertising campaign. Modem Media
. Poppe Tyson, Inc., working closely with sister company R/GA
Interactive, will exercise their global marketing expertise in the
creation of a strategic marketing campaign intended to drive users to
the Auction Universe website. Established in 1998 by the merger of
Modem Media and Poppe Tyson, Inc., the company is the largest digital
marketing agency in the world, with offices on five continents. The
company boasts a list of clients which include 3Com, AT&T, Delta Air
Lines, Kodak, Hasbro-Interactive and Sony. Modem Media . Poppe Tyson and
R/GA Interactive are both owned by True North Communications, the
world's sixth largest global communications holding company.
Public Relations
Ruder-Finn, Inc. has been selected by Auction Universe to develop and
execute a strategic program to position the company as the ultimate home
for Internet traders and a unique and successful online business model.
Ruder-Finn's reputation for blending innovate, strategic thinking and
creative communications as well as their growing e-commerce practice
made the agency a natural addition to the Auction Universe team. The
firm, founded fifty years ago, is among the world's largest independent
public relations agencies. Ruder-Finn's experience in e-commerce is
evidenced by a list of clients which includes Cabletron, CyberCash,
Medscape, and Internet Security Systems.

About Auction Universe
Auction Universe is a pioneer in merging classified advertising and
sales and the auction process with new information and communications
technologies. Auction Universe is comprised of the
www.auctionuniverse.com website and a network of other specially focused
websites, telephone, and print opportunities for buying and selling.
Auction Universe also provides buyers expert information from many of
America's leading specialty and collectibles publications. It is the
unique online marketplace where over 1,000 local area and international
interest group communities buy and sell in an information rich, secure,
convenient, and entertaining setting. Auction Universe is a Times Mirror
Company.

 

Its nice to see AU planning an advertising campaign. I sell there but just haven't spend the time to learn all the in's and out yet..I have only been selling a couple months. My sales come in at about 10% as opposed to the 80% I get at ebay, BUT..I am a patient person and I do know that there will be competition and I do also know that as the amount of items increase that the bidders will follow, and I am willing to wait.

One thing that I can say about AU is that I get an almost immediate response to any questions. The correspondance is fast and professional.

And another thing that I like (which will probably change as they grow) is that AU appreciates my business.

I use AU for the same reason that I shop the local butcher instead of the Large Supermarket. I think that the little guy deserves some business and they try harder.

Crystal
 

Thanks
 

AU is "already" public. It is owned by Times-Mirror, Inc. one of the top five newspaper publishers in the country.

G. Patton Hughes
[email protected]