eBay Conference Programme
The initial situation:
The worldwide online marketplace eBay has popularised and shaped buying and selling on the internet like no other company. Every day, eBay connects millions of buyers and sellers around the world. As one of the major e-commerce pioneers, eBay also needs to react to the changing needs of online users and tailor their services accordingly.
The development of the eBay marketplace is focused on 3 areas, which speak to today's consumer expectations: eBay wants to provide it's buyers with the best possible inventory, attractive prices and a seamless buyer experience with excellent customer service. This will afford buyers and sellers more choice of how to do business together - whether it is buying for a fixed price, using auctions or classifieds ads.
The goals:
The realignment of eBay was a major focus for the entire corporate communications team and its various stakeholders. Both the trade public and media were to be considered important stakeholders in communication of the realignment - especially those from the IT, e-commerce and fashion worlds. The focus here was to highlight the latest innovations and improvements as well as the long-term vision. eBay was to be positioned as an attractive business channel and its leading position in online trading firmly anchored in public perception.
The pioneer communications approach:
The strategic approach involved, presenting members of management and using targeted information to permanently change stakeholder's perception of the company. eBay was to be presented as not just an internet auction house, but as an online marketplace and attractive distribution channel for manufacturers and dealers.
pioneer communications took over the selection and co-ordination of relevant events (e.g. congresses and conferences). Furthermore, the agency was involved on both an organisational level and in the development of content for speakers. The material was aimed at a particular audience: the key messages were retained, but the structure and details of the presentation were customised for each event. For large industry trade events the media were contacted and background discussions were organised on site.
The result:
In 2009 and 2010 pioneer communications organised the participation of eBay representatives at around 30 external events throughout Germany and Europe. For example, Till Moepert, Head of Strategic Partnerships, presented solutions for the sale of branded products at the industry event "Etail Summit". The speech was particularly well received by e-commerce experts in attendance. pioneer communications was responsible for the entire organisation of the event and content implementation. In addition, the agency organised an interview with the "Computer Reseller News" magazine, which was published both online and offline.
International events were also included, such as the "European Outlet Conference" in Milan, an annual event run by the International Council of Shopping Centres. Patrick Munden, Head of Seller Communications, spoke at this event on the importance of the internet sales channel, in particular the eBay branded shops. pioneer communications lead a background discussion with the British magazine "Retail Week", which resulted in a detailed article in both their online and print editions.
The worldwide online marketplace eBay has popularised and shaped buying and selling on the internet like no other company. Every day, eBay connects millions of buyers and sellers around the world. As one of the major e-commerce pioneers, eBay also needs to react to the changing needs of online users and tailor their services accordingly.
The development of the eBay marketplace is focused on 3 areas, which speak to today's consumer expectations: eBay wants to provide it's buyers with the best possible inventory, attractive prices and a seamless buyer experience with excellent customer service. This will afford buyers and sellers more choice of how to do business together - whether it is buying for a fixed price, using auctions or classifieds ads.
The goals:
The realignment of eBay was a major focus for the entire corporate communications team and its various stakeholders. Both the trade public and media were to be considered important stakeholders in communication of the realignment - especially those from the IT, e-commerce and fashion worlds. The focus here was to highlight the latest innovations and improvements as well as the long-term vision. eBay was to be positioned as an attractive business channel and its leading position in online trading firmly anchored in public perception.
The pioneer communications approach:
The strategic approach involved, presenting members of management and using targeted information to permanently change stakeholder's perception of the company. eBay was to be presented as not just an internet auction house, but as an online marketplace and attractive distribution channel for manufacturers and dealers.
pioneer communications took over the selection and co-ordination of relevant events (e.g. congresses and conferences). Furthermore, the agency was involved on both an organisational level and in the development of content for speakers. The material was aimed at a particular audience: the key messages were retained, but the structure and details of the presentation were customised for each event. For large industry trade events the media were contacted and background discussions were organised on site.
The result:
In 2009 and 2010 pioneer communications organised the participation of eBay representatives at around 30 external events throughout Germany and Europe. For example, Till Moepert, Head of Strategic Partnerships, presented solutions for the sale of branded products at the industry event "Etail Summit". The speech was particularly well received by e-commerce experts in attendance. pioneer communications was responsible for the entire organisation of the event and content implementation. In addition, the agency organised an interview with the "Computer Reseller News" magazine, which was published both online and offline.
International events were also included, such as the "European Outlet Conference" in Milan, an annual event run by the International Council of Shopping Centres. Patrick Munden, Head of Seller Communications, spoke at this event on the importance of the internet sales channel, in particular the eBay branded shops. pioneer communications lead a background discussion with the British magazine "Retail Week", which resulted in a detailed article in both their online and print editions.