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