eBay seller report
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. Business sellers are an integral part of the marketplace, to which an aspect of corporate communications is dedicated. Established in 2007, the customer magazine "eBay Seller" is directed almost exclusively at German PowerSellers and reports on interesting innovations and individuals at eBay, on a quarterly basis. Since mid-2008, pioneer communications has provided project management and editorial support for the seller magazine as well as the implementation of the "Business Report", with individual quarterly results for each recipient. The preparation of this data and personalised delivery of such a large circulation is still unique in the corporate publishing industry.
The goals:
In line with the fundamental restructuring of the European eBay Marketplaces, a European adjustment for the "seller" was required - a move away from the German only edition towards a European version. Readers were keen to receive information in a less formal, more concise way. A corporate publishing product was therefore required, which not only delivered information in a compact way, but also addressed sellers in as many countries as possible. The two largest eBay markets in Europe were initially targeted; Germany and the UK.
The pioneer communications approach:
In collaboration with the corporate publishing agency PRH Hamburg, we developed the „seller report" concept - an eight page offline-newsletter primarily focusing on the information, regularly accessed by sellers online. The feel of the offline-newsletter, in contrast to the seller's strong computer- and internet oriented day-to-day business, offered clear added value. Images and longer texts appeared in the background, with shorter articles at the forefront as in a newspaper format. These texts were then supplemented by practical tips, links and graphs. The unique selling point of personalised business data was also retained.
The result:
The „seller report" has been published since the beginning of 2009 in Germany, UK and shortly afterwards in France and Italy. The total circulation has remained a constant 60,000 copies. The 2010 annual report with extended individual quarterly results of the respective recipient remains a distinguishing feature of the report.
pioneer communications operates integrated project management, from planning and weighing up of topics to editorial coordination, to the creation and release of the data. The seller report was very well received by the major retailers in Europe, as it offers a welcome contrast to eBay's usual online communications. This has been confirmed by seller feedback and by results of focus groups. Results of a reader survey are expected in 2011.
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. Business sellers are an integral part of the marketplace, to which an aspect of corporate communications is dedicated. Established in 2007, the customer magazine "eBay Seller" is directed almost exclusively at German PowerSellers and reports on interesting innovations and individuals at eBay, on a quarterly basis. Since mid-2008, pioneer communications has provided project management and editorial support for the seller magazine as well as the implementation of the "Business Report", with individual quarterly results for each recipient. The preparation of this data and personalised delivery of such a large circulation is still unique in the corporate publishing industry.
The goals:
In line with the fundamental restructuring of the European eBay Marketplaces, a European adjustment for the "seller" was required - a move away from the German only edition towards a European version. Readers were keen to receive information in a less formal, more concise way. A corporate publishing product was therefore required, which not only delivered information in a compact way, but also addressed sellers in as many countries as possible. The two largest eBay markets in Europe were initially targeted; Germany and the UK.
The pioneer communications approach:
In collaboration with the corporate publishing agency PRH Hamburg, we developed the „seller report" concept - an eight page offline-newsletter primarily focusing on the information, regularly accessed by sellers online. The feel of the offline-newsletter, in contrast to the seller's strong computer- and internet oriented day-to-day business, offered clear added value. Images and longer texts appeared in the background, with shorter articles at the forefront as in a newspaper format. These texts were then supplemented by practical tips, links and graphs. The unique selling point of personalised business data was also retained.
The result:
The „seller report" has been published since the beginning of 2009 in Germany, UK and shortly afterwards in France and Italy. The total circulation has remained a constant 60,000 copies. The 2010 annual report with extended individual quarterly results of the respective recipient remains a distinguishing feature of the report.
pioneer communications operates integrated project management, from planning and weighing up of topics to editorial coordination, to the creation and release of the data. The seller report was very well received by the major retailers in Europe, as it offers a welcome contrast to eBay's usual online communications. This has been confirmed by seller feedback and by results of focus groups. Results of a reader survey are expected in 2011.