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Page 48
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The approach to internet marketing is also key to future business. Rossngton believes blanket marketing doesn't work; a more refined approach is required. We would, traditionally, make a catalogue and send it through the post before any sale.
Now we send emails, and we have customers who only want an email about things they are looking for. For example, if they are after 6x4 tractors or tanker trailers, we will email the information to them when we have those in the auction," he says.
Creating detailed categories to email specific items to more likely buyers has taken significant time. "It has taken three years-plus, and we will never get to the end of it because it is evolving all the time.
We had an instance last week with a specific product and, through historical data, we contacted the buyer and they subsequently bought three of the four vehicles on sale. We targeted them and it worked. It's a cold call hut it's done electronically," he says.