— The SKI Group (S.K.I.) announced on March 31 its first marketing initiative leveraging the information contained in the National Auctioneers Association's recently commissioned auction-industry survey conducted by Harris Interactive and MORPACE International.
The SKI Group will position the phrase "The Most Trusted Names in Independent Auctions" to promote the brand character of its’ independent live and online auction markets, which include:
Airport Auto Auction (TN) - Tony Long
Capital City Auto Auction (WV) - Joe Pyle
D-A Auto Auction (PA) - Dave Angelicchio
Dealers Auto Auction of Idaho (ID) - Russ Smith
Dealers Auto Auction of Oklahoma City (OK) - Gary Smith
Dyer Auto Auction (IN) - Buzz Cotton
Greater Kalamazoo Auto Auction (MI) - Don DeVries
Harrisburg Auto Auction (PA) - Lynn Weaver
Port City Auto Auction (ME) - Dave Wescott
Rea Brother's Mid-South Auction (MS) - John Rea
Tri-State Auto Auction (NY) - Dave Taylor
Western Wisconsin Auto Auction (WI) - Brad Stange
“The Harris and MORPACE research alerted us to develop this phrase which brings attention to the core value we offer to auction customers and clients", said SKI Group Founder Scott Kolb, CAI. "Auctions are educational. They are proactive and social. Auctions deliver excitement, entertainment, competition and define valuation unlike any other experience."
In the study, it was determined that 83 percent of Americans have attended some type of auction, and 63 percent have attended one in the past year. The research also indicated that the $203-billion auction industry grew at a pace of 4 percent last year. Although the industry is healthy, The SKI Group believes that the catchphrase can spur higher attendance among devoted dealer auction attendees and promote attendance to those who are only casually interested, or who may not yet have sampled the auction method live and/or online.
The SKI Group will support www.IndependentAuctions.com, which functions as a communication hub for the independent auction industry. It will foster a community comprised of the auction, automotive, and dealer industry and will have easily accessible information about independent auction sites, market reporting, and the auction experience. It will function as a gateway into the auction method of marketing, experience and lifestyle.
"The Most Trusted Names In Independent Auctions" will also be integrated into the industry through a variety of media such as print advertising, event banners, and Web site banners. Development of "The Most Trusted Names in Independent Auctions" phrase will be continually refined through different media platforms.