Old World Auctions
A Richmond, VA based company that specializes in auctioning cartography. They host 5 auctions each year, with about 800 lots per auction. The maps they sell come from all time periods and corners of the globe.
Problem
Cartography isn’t in the foresight for most people. It is an expensive hobby that is fighting for attention in a world where everything passes just once. Old World Auctions was looking for a comprehensive plan to get their message in front of their target demographic, men between the ages of 50-70.
Solution
We saw an opportunity in their target demographic. Most men between 50-70 are currently or will soon be empty nesters. They have spent their lives building their nest, and the work is done. They finally have a chance to stop and take a breath.
Many men in this demographic pick up some sort of hobby to take up the time that was once filled with a full-time job and taking care of a family. Our objective was to put maps on their radar screen.
Cartography is an interactive way to explore history, art, culture and politics. The maps Old World Auction sells are works of art. They often feature political cartoons and caricatures that give a snapshot of history when the map was made.
Main Strategy Line: "Now is the time to be curious"
Strategy
One of the main pillars of Old World Auctions was their transparency throughout the auction process. Their goal is to make sure every buyer is satisfied with their purchase. They ensure that each map is accurately listed, verified for authenticity and arrives at its destination in one piece. The value they provide for customers is strongly rooted in their customer service.
Our plan:
Website:
Make it more personal experience – develop a stronger sense of trust with consumers unsure if maps are for them.
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Photos and bios of employees
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More customer testimonials
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Feature more exotic and special maps
Social Media:
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Interactive ads
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Games/quizzes to draw people into their perfect map -- "Find Yourself on the Map"
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Segmentable to the target market
Retail Partnership:
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Partnering with local businesses where our target demographic shop (Kroger, CVS, etc.)
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Ads on the floor
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Shopping carts
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Bags
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Receipts
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Cheap, flexible and segmentable
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Can be tailored to each individual store