Starting today, eBay is launching a new marketing campaign they hope will inspire consumer confidence by raising awareness of the eBay Buyer Protection program.
It started with a a special message from President and CEO John Donahoe on the eBay.com homepage that looks like this:
OK – That is a nice message, but you have to arrive at eBay first to see it. How about something to get buyers to the platform –such as radio or TV advertising, and then tell them about buyer protection?
The campaign will also include postcard mailers and web-based advertising, but apparently no traditional media such as Radio, TV or magazine advertising.
eBay’s goal to inspire confidence with new buyers, This will hopefully translate into greater sales although I have my doubts. With all of the cash eBay holds (over $1 Billion the last time I looked), I just don’t get why they won’t help sellers out by spending some money on Advertising. eBay has gone through three years of radical change, but apparently they don’t want to tell our customers.
As sellers struggle in this economy, a robust advertising program designed to attract new buyers and bring old buyers back would really do the trick. I think eBay CEO, John Donohoe needs to do something soon. eBay’s stock is still languishing in the basement while its rivals are growing and posting stellar earnings. I suspect Wall Street is fast losing patience.