Auction Marketing Management

Making your marketing more effective and relevant is key to advancing your auction business – from exposure to profits. You must create and implement a comprehensive marketing strategy with modern techniques. This course is designed to take your business to a marketing level beyond a simple website to implementing effective targeted marketing strategies using various channels. You will learn how to improve marketing campaigns, digital ads, audience targeting, brand identity and search engine optimization (SEO), as well as manage your reputation, conduct data-based market research and effectively utilize dynamic digital tools.

Upon completing this course, you will be able to:

  1. Describe your marketplace and brand identity and how it impacts your business and marketing
  2. Define a comprehensive marketing strategy utilizing modern techniques for any media form
  3. Implement effective media and auction marketing content best practices 
  4. Put into practice systems and processes to improve efficiencies
  5. Effectively use digital tools and data to complete applicable market research
  6. Analyze data to improve current and future marketing campaigns
  7. Determine when and how to use paid and organic marketing channels
  8. Improve digital content and targeting for increased search engine optimization (SEO) and website engagement

Who should invest in attending this course?

  • Professionals who have some exposure to marketing, whether as a marketing professional or as the business principal responsible for marketing
  • Professionals who have taken this course before and want a refresher to implement more or to bring another colleague along to attend


The next AMM course will be offered virtually on Tuesdays and Wednesdays Jan. 13-Feb. 3 from 1-4 p.m. CT.

Registration opening mid-December.  

Pricing: $545 Member / 
$850 Nonmember
View the Virtual AMM FAQs

Requirements for AMM Designation
  • Be a member of the NAA
  • Register for and attend all 20 hours of the AMM designation class
  • Complete and submit a Designation Application
  • Within two years of completing the class, submit a written case study summary containing the following:
    • Marketing Project and Business Impact (select ONE option below)
      • Option A: Organic content creation
        • Provide organic content examples
        • Include 2-3 paragraphs stating the goal of the organic content, if the goal was achieved or not (supported with data), and how it has impacted your/the business
      • Option B: Targeted marketing campaign
        • Provide marketing content examples
        • Include 2-3 paragraphs stating who was targeted, why that target was chosen, if it was successful or not (supported with data), and how it has impacted your/the business
      • Option C: New or improved system/workflow
        • Provide screen capture images and/or charts
        • Include 2-3 paragraphs of why it was implemented, if it was successful or not (supported with data), and how it has impacted your/the business
      • Option D: Marketing strategy/goal
        • Provide strategy/goal and metrics used to measure it
        • Include 2-3 paragraphs of why the strategy/goal and metrics were chosen, if it was successful or not (supported with data), and how it has impacted your/the business
    • Self-Assessment
      • For the option you selected above, include 2-3 paragraphs about what you would change or not change and why, if you could do the project over again.
    • Additional Implementation
      • Include 2-3 paragraphs about additional processes and/or projects you learned about in class that you have implemented and the impact it had on your/the business and/or on you as an auction professional.
  • To maintain the designation you must:
    • Be a member of the NAA
    • Pay the annual designation dues of $50 ($25 if also hold CAI) by September 30
    • Complete 24 hours of continuing education (CE) every three years


Requirements for AMM prior to 2020

  • Register for the AMM class.
  • Attend all three days of the designation class.
  • Be a current member of the NAA
  • Complete and submit a Designation Application
  • After the class, to obtain the designation, applicant must:   
    • Submit a report detailing how you've used the concepts taught in class in your own work.
    • Submit a marketing plan containing:
      • Branding
        • Your list of five words
        • An explanation of why they are your five words
        • A description of positioning in the marketplace (This statement is 1-2 sentences describing your value proposition, and your market position, etc. It sums up your unique promise of value. Your personal brand statement is distinctive to you.)
      • Audience
        • Describe the ideal persona of a buyer in your asset class and why.
        • Describe the ideal persona of a seller in your asset class and why.
      • Content
        • 1-2 samples of content and explain how the content reaches the targeted persona.
      • Efficacy
        • Provide 1-2 metrics that demonstrate measurement of your campaign.
      • Assessment
        • If you were to do this process again, what would you change or not change and why?
    • Report and marketing plan will be reviewed and approved by reader
  • All requirements must be completed within two years of taking the course
  • To maintain designation, annual designation fees are required as well as 24 hour CE during the 3 year CE cycle
What AMM can do for you

Earning any designation demonstrates your commitment to continuing education both to the public and members of the industry. It also enables members to network with like-minded individuals in the classroom and through additional networking events, but here are some specific benefits of an AMM designation.

John Schultz, AMM says that the AMM designation opens the doors to a world of auction professionals that are dedicated to advancing the auction marketing methods in a manner that is consistent with marketing trends from outside the auction industry. It allows students networking opportunities with a group of individuals that routinely challenge and push each other to a better marketing professional. 

 

“The primary benefit I found in AMM is that it pushes you to “unlearn” wrong assumptions and unhealthy habits. While the tools taught there are leading edge for the auction industry, the biggest thing you’ll learn is the strategic process of evaluating the marketplace for your seller’s assets (or nonprofit’s cause) and matching your approach to the what’s and whys that would bring motivated bidders to the process,” says Ryan George, AMM.

 

“By implementing the techniques, you can learn in AMM, auctioneers more than double their commissions and expand their bidder base as much as 400%. Multiple people have told me about record website traffic and a wave of bidders new to the auction process at their events” Says Schultz.

Fees
$50 per year or $25 if you also hold the CAI designation.
AMM Instructors

Robert Mayo, CAI, AARE, AMM, GPPA
Prior to becoming a professional Auctioneer and President of Mayo Auction and Realty, Robert worked in healthcare management, software development and technology marketing. He also served in the US Army as a Medical Specialist. Robert is a graduate of the Certified Auctioneers Institute (CAI), a three year program taught at Indiana University, holds the Accredited Auctioneer of Real Estate designation (AARE) and is also a Graduate Personal Property Appraiser (GPPA) As an auction educator Robert helped write the Auction Technology Specialist (ATS) designation program for The National Auctioneers Association, and has co-taught the course since its inception. He has been a past presenter at State and National Auctioneers Association conferences, is an Instructor at World Wide College of Auctioneering in Mason City Iowa and operates a real estate continuing education school teaching Realtors and real estate agents in Missouri and Kansas all about real estate auctions. In 2007 Robert was awarded the title of Kansas State Champion Auctioneer and in 2009 was elected by his peers for a 3 year term to the board of directors for The National Auctioneers Association. Robert has a passion for the auction industry and believes in serving others through his business. As a Rotarian, he works to apply the 4-way test in all that he does in life. First, is it the truth? Is it fair to all concerned? Will it build goodwill and better friendships, and will it be beneficial to all concerned? Robert can be reached via email at robert@auctionbymayo.com or at 816-361-2600 To learn more about Mayo Auction and Realty, please visit www.auctionbymayo.com

Aaron Traffas, CAI, ATS, CES
Aaron is a first-generation auctioneer from Sharon, Kan. He started with Purple Wave while in college in 2001, when he began developing systems to better handle the company's merchandise and ever-changing inventory. Aaron holds a bachelor's degree in animal science from Kansas State University and has been involved with every aspect of the auction business. From 2007 through spring of 2011, Aaron supervised website expansion and systems development and used his expertise to build and enhance Purple Wave's Cliquidator Internet-based clerking and cashiering platform. In March of 2011, Aaron assumed the role of evangelizing community interaction on purplewave.com and in non-traditional media.


John Schultz, AMM
John actively works in the auction industry, and loves the traditional auction method of marketing, but also recognizes the importance of adding technology to market auctions, and bring a worldwide audience to the auction ring. John is currently the Chief Marketing and Technology Officer for Grafe Auction, a Minnesota based commercial and industrial auction company.

John is a proud member of the National Auctioneers Association and the Minnesota State Auctioneers Association, and is active within both organizations including one of the lead instructors of the Auction Marketing Management designation for the NAA. Previous service to the NAA includes vice-chair of the Council on Future Practices, member of the Vision 2015 Task Force, member of the Technology Committee, member of the Futures Panel, member of the Audit Committee, a charter webinar instructor, charter NAA Ambassador to Minnesota, and multi-state and national conference seminar presenter.

John served as the Minnesota State Auctioneers Association 60th President in 2009. He was awarded the 2009 Golden Gavel Award for outstanding service to the auction industry. John has served on numerous committees throughout the years and currently serves as co-Conference and Show Coordinator, member of the Education Committee, chair of the Governance Oversight Committee, and member of the NAA-Minnesota Conference and Show Committee. He was also the Charter President of the Minnesota State Auctioneers Foundation.
Sara Rose Bytnar, CAI, AARE, AMM, BAS
Sara is a third-generation real estate and fundraising auctioneer, and she is proud to represent the National Auctioneers Association as the 2017 International Auctioneer Champion, Women’s Division. She has grown up with four female auctioneers in her family to guide, mentor, and challenge her to excel in every aspect of the auction profession. By being named the CAI Rose Award recipient in 2012 and competing at the state and national level, Sara has developed her own voice for which she is honored to represent an industry and association that stands for the highest level of professionalism.