His data lifejacket popped him to the top almost immediately, and
Schultz finally spilled the beans to coworkers after about three months,
only after they began noticing substantial increases in auction
attendance, website traffic, higher bids and higher sales.
Print and print advertising aren’t dead; but from that turning point
back in 2013, they no longer were openly welcome to live in Schultz’s
Schultz now shares this story with an earned certain amount of prideful
glee each time he presents as an instructor with the National
Auctioneers Association’s Auction Technology Specialist (ATS)
designation course. He caps the tale by explaining how he’ll still use
print materials when forced, only to sadistically prove to a seller,
after-the-fact, how much advertising money was wasted based on the
number of buyers who a) attended, or b) bought something.
At an NAA ATS course held in Atlanta last month, while some of the room
shared it had a little experience with Facebook advertising, everyone,
including seasoned users, were blown away as Schultz showed living proof
of how “valleys are now lower than our previous peaks” with regard to
website visits and how he has mastered the Facebook Lookalike Audiences
tool. (NAA also uses this tool and others to push content marketing and
social media marketing initiatives.)
Schultz expertly illustrated the why’s and how’s on data collection,
and, more importantly, how to apply Facebook data so that it sharpened
his marketing campaigns.
He and Robert Mayo, of Mayo Auction & Realty, in Belton, Missouri,
have teamed up to share their knowledge as NAA ATS instructors –
spreading their digital influence to hundreds of NAA members from all
corners of the country since the designation’s curriculum was
reenergized last year from simply providing online auctions to
sharpening all levels of auction marketing management. Topics covered
include: digital marketing; social media; brand development; marketing
tools; remarketing tactics; project management; better data collection
and analytics implementation; and, others.
With its curriculum now intact, the ATS designation will officially
complete its branding metamorphosis in July 2016 when it becomes Auction
Marketing Management (AMM).
For buyers and sellers, it is another huge, modern benefit to finding
and using an NAA Auction Professional through the NAA website at
auctioneers.org/find-auctioneer. Use the search and find the
highly-educated, ethical NAA auction professional in your area who best
fits your specific asset needs.