Come to think of it...eBay - eBay set to launch new ad campaign

eBay has revealed that they are going to launch a multi-media (TV, print and certainly online).  The over-arching them is: "Come to think of it, eBay."  This is not only news-worthy, but a big deal for eBay sellers so let's dig in by first reviewing the last 5+ years of eBay ad campaigns and then do some initial thinking about the new campaign.

A brief history of eBay TV campaigns

This is the first eBay campaign in 18+ months and the history of the pre-Donahoe era campaign has been less than stellar. Here's a quick synopsis with links were still on-line and the general feeling out there in the eBay seller base about the campaign.

• 2004 - The Power of All of Us - Too touchy feely - nothing about selling things.
• 2005 - Find IT on eBay - Pretty decent, hit on the variety that eBay offers.
• 2006 - Do it eBay - Fun, but probably too kitschy. 
• 2007 - Shop Victoriously - The last effort of the Meg era - we were 100% focused back on auctions and this was an attempt to talk about how fun that is (well, was).
• 2008 - No ad
• 2009 - Come to think of it, eBay

Come to think of it...

I've embedded the first video here in the blog for your viewing enjoyment:

eBay is saying there's another video on the way and that there are two print ads with these themes:

• "Get the same new bag as celebrities with money left over for a tiny dog." - hits on the 
• “last year’s music player will still play this year’s music." - hitting on the eBay secondary marketplace theme.

Initial thoughts on the concept

The idiom dictionary describes "Come to think of it" as "I just remembered".   When I first watched the ad, something bothered me about it that didn't click until I saw that definition.

There are lots of great stories that I think eBay could be telling as they come through this turnaround like:: "We should be your first destination", or "we are the source for the best deals" or "we had trust problems and we've solved them", or "Hey you know us for auctions, now we have some great fixed-price deals!", they are saying - ", but instead, eBay is saying: "hey please don't forget us" or even worse, "You probably have already forgotten us.

So while I like the ad content (his wife gets a dress for 40% off), the tag line is kind of weak to me.  eBay is a $60b marketplace and their big come back ad campaign positions eBay as an afterthought.

The jury is still out, but I'm surprised at the weak positioning of the campaign.  Come to think of it, you'd think they could have come up with something a little stronger?  What do you think - let us know in comments.

SeekingAlpha Disclosure - I am long Amazon and Google.  eBay is an investor in ChannelAdvisor where I am CEO.

Comments

[nadine]

Do department stores advertise a dress as "last year's style"? or do they say, "great new merchandise coming, gotta make room, super close-out sale, up to 75% off"?

"last year's dress at 40% off" is not much of a enticement. "Come to think of it, eBay" Come to think of it, there's a good reason I haven't been thinking of eBay - how's that for a comeback?

I don't know why eBay's ads have all been so lame. Remember the one a couple of years back where the guy was literally singing about getting a jar? Pathetic. Any retailer would know to advertise treasures and deals unavailable elsewhere. But not the pinheads running eBay, who I can only assume are overruling their advertising company.

roo, "eBay - Like an old vacuum, we suck less every day!" would be a big improvement. At least it would be funny and get some attention.

[ERDEM]

As everyone has said, I dont think "Come to think of it" is a good positioning campaign for eBay.The purchase i made in ebay didnot give me a satisfying experience. There is no point in developing a campaign without concentrating on the core outcome to the customers.

[Scot Wingo]

Henrietta - I tweaked the comments, did that fix it?

[Robert]

Come to think of it... I see this as calling out to the many buyers that have wandered off to other sites while eBay is trying to define themselves.

[Steve]

Come to think of it eBay, the search algorithm that you launched in October is worse than the one that you had in place, which was worse than the one you had before it.

Disruptive innovation continues to ruin eBay. What will it take to get a CEO change?

[Dan 2]

"Come to think of it...ebay".

The problem is that lots of buyers haven't forgotton the lousy shopping experience they experienced on ebay. By 2009, everybody knows somebody who's had a crappy shopping experience on ebay.

Even now, try to buy a commodity item from a virtual inventory seller on ebay during the xmas season and see what happens...

So, "come to think of it" is likely to inspire buyers to look elsewhere for clean, uniform, shopping experiences. Consumers have longer memories that ebay would like, that's why ebay's competitors may actually benefit from this ad campaign...

[Matt]

I will be selling and shopping at "Come to think of it, Amazon".
They know how to treat their sellers and buyers with respect.
Shop Victoriously, at Amazon!

[Tim]

Come to think of it... isn't eBay saying... if you've looked everywhere else... and Wal-Mart and Amazon don't have it... well, come to think of it... eBay might. Yeah! Let's reinforce eBay as the shopping stop of last resort! Yeah!!

eBay is not a retailer. It shows in everything they do, including ad campaigns.

Why am I reminded about the opening scene in Plains Trains and Automobiles where the John Donahoe type can't make up his mind over a print ad concept.

[fruity]

Come to think of it, ebay... you suck more than you did last year

:: applause ::

[Scot Wingo]

Re: [eBay Strategies] Henrietta submitted a comment to 'Come to think of it...eBay - eBay set to launch new ad campaign'.

Hey Hentrietta, weird let me check - I've been having probs with typepad lately.  Yeah in the ad the dude gives his wife lip about the savings and she makes him get food for the kids

[Henrietta]

Why do I no longer see the comments, just your response to them?

He was talking about chicken nuggets? Was that when he was mumbling?

You forgot windorphins in your ad campaign summary, guess that says it all huh?

[Scot Wingo]

Re: [eBay Strategies] Tony submitted a comment to 'Come to think of it...eBay - eBay set to launch new ad campaign'.

Hey Tony, good point, the ad didn't really jive with the tag line.

[Tony]

I liked the concept of "Come to think of it, ebay" right off the bat. Do I have to face the mall crowds? Where can I find that collectable whatchamacallit? Where do you turn when the hottest toy is sold out? Come to think of it, ebay.

ebay is a problem solver there.

But I didn't think the commercial had anything to do with that. So that was disappointing.

[Scot Wingo]

Re: [eBay Strategies] Ray submitted a comment to 'Come to think of it...eBay - eBay set to launch new ad campaign'.

Ray, maybe the 'come to think of it' angle is right for you, so maybe they are on to something.....

[Scot Wingo]

Re: [eBay Strategies] roo submitted a comment to 'Come to think of it...eBay - eBay set to launch new ad campaign'.

Roo - thanks for the comment. I agree that anything is better than nothing.  Great concept with the vacuum!

[Scot Wingo]

Re: [eBay Strategies] John (ColderICE) submitted a comment to 'Come to think of it...eBay - eBay set to launch new ad campaign'.

Good point, I also felt like the chicken nugget joke was weird - kind of like when your older uncle used to try and be 'hip', but missed the boat. 

[Ray]

I agree with John. The new theme, along with ebay itself is missing a hook. Before it was the place to find everything, anything unique and low priced items.

They've fallen off my radar when searching for products. Maybe its time to give them a second look as a seller.

[roo]

Scot,

I told someone today that if they just put their logo on the screen for 15 seconds with no sound it would be better than what they have been doing since 2005.

I agree with you that ANY of us could have come up with something better. But, I am glad for something vs nothing.

My contribution:

eBay - Like an old vacuum, we suck less every day!

[John (ColderICE)]

Its a pretty cool commercial, and many people sorta did forget eBay kinda?!? I guess. What is missing for me is the "cool" factor. That is what eBay needs to recapture. Could this commercial be "IT"? Probably not.

What is missing is a "hook" here a jingle or something funny. The chicken strips joke? eh...

john (ColderICE)
http://www.ColderICE.com