making classifieds easier online marketing - case study donedeal.ie – fred karlsson

making classifieds easier

Online Marketing - Case StudyDoneDeal.ie – Fred Karlsson

making classifieds easier

Fred

• Wexford town

• Computer nerd for 20 years

• Banks, mobile phone companies, universities

• Web sites and databases

making classifieds easier

• Buy and sell classifieds/second hand

• Idea» Looking for furniture» Inspired by own experience» Sold in 15 minutes

What is DoneDeal.ie?

making classifieds easier

Example Ad

making classifieds easier

What does DoneDeal.ie do?

• Internet only» Easy to use» No registration» Publish/update immediately» Photo and long descriptions» Remove once sold» Easy to search» Subscriptions

• €3 per ad

making classifieds easier

making classifieds easier

So Far, So Good

• 60,000 monthly visitors» 5 minutes per visit» Over 1,000 ads» 52% of all ads sell

• Dogs, cars, motorbikes» Furniture» Properties

making classifieds easier

Unexpected Challenges

• Business case

• Graphical design

• Time

• Marketing

• Scammers

making classifieds easier

Business Case Challenges

• Pricing

• Details

• CEB mentor program

• Gut feeling

making classifieds easier

Graphical Design Challenges

• Colours, lines, pictures, text, balance, ease of use, etc, etc

• Months

• Find a good designer

making classifieds easier

Scammer Challenge

• Pure scams» Shipping company» Overpay by cheque

• Educate the users

• Email filter

making classifieds easier

“Unique” (and Short Lived) Ads

• Video with man stripping

• 13 barges of crude oil

making classifieds easier

Marketing Activities

• Search engine marketing

• Affiliate scheme

• Newsletter

• Partners

• Search engine optimisation

• Flyers & posters

• Free vouchers

• Banner/link swap

• Radio advertising

• Blog

making classifieds easier

Google AdWords

• “dogs for sale” – 2 cent per click“motorcycle” – 12 cent per click“ebay” – 23 cent per click

• 2 weeks tweaking, revenue up 200%, costs down 50%» Content network = half price

• Only Irish customers

• Click through rate: 2%-7%

making classifieds easier

Affiliate Scheme

• IrishDogs.ie

• MAG Ireland

• Reward by advertising or revenue share

making classifieds easier

Tools

• Traffic - Google AdWords» Microsoft AdSense and Yahoo Search

Marketing

• Web statistics - Google Analytics

• Where did you hear about us?

• Graphical designer

making classifieds easier

Other Tools

• Newsweaver – email newsletter

• iDevAffiliate – affiliate tracking

• BrowserPool, BrowserCam – web site testing

• Blogger.com, IrishBlogs.ie, Kick.ie

• OpenAds.org – banner ads

making classifieds easier

Questions?Fred Karlsson