Winners of the 2017 National Auctioneers Association Marketing Competition, presented in partnership with USA TODAY, have been announced. Four emerged from among more than 850 entries to take three “Best in Show” honors and the coveted “Auction Marketing Campaign of the Year” award.
One “Best in Show” was awarded for Print, Digital, and Photography.
Additionally, Britney Ross, Brooklyn, with Jeff Martin Auctioneers, took first place in the Photography- Technology in Use at auction category and second place in the Automobiles & Trucks Postcard category.
The “Auction Marketing Campaign of the Year” was awarded to Lonny McCurdy, AARE, of McCurdy Auction Co., in Wichita, Kansas, for his company’s campaign to sell current CIA Director Mike Pompeo’s Kansas residence. The effort employed a strong understanding of keywords and subjects and allowing them to power a viral spread online. Additionally, the campaign showed how doing so while choosing wise outlets for paid distribution and promotion can achieve deep, wide market saturation with a relatively modest budget.
Rich Penn, of Rich Penn Auctions, in Waterloo, Iowa, won “Best in Show — Advertising & PR – Print” for the “Iowa Gas Auction” catalog. Chad Roffers, of Concierge Auctions, LLC, in New York, New York, received “Best in Show – Advertising & PR – Digital/Social” for the “Instant Gavel App” promotional video. Nic Smock, CAI, GPPA, of Don Smock Auction Co., Inc., in Pendleton, Indiana, took “Best in Show — Photography”, for the entry titled “Follow Along.”
All award recipients in the 2017 contest will be formally recognized during the NAA Marketing Competition Awards Reception in Columbus, Ohio, at the 68th International Auctioneers Conference and Show, July 11-15. Recipients will be presented with their awards at that time.
Overall, the annual NAA Marketing Competition, presented in partnership with USA TODAY, continues its rise as the premier contest for NAA members to showcase their marketing efforts. The total number of entries again showed healthy member participation as seen over the past several years, and the quality level of those entries again was impressive. This year, top-level marketing efforts came forth from 22 states ranging nearly coast-to-coast.
The competition featured 56 sub-categories in seven categories across three divisions. Categories included but weren’t limited to: Postcards, Brochures & Catalogs; Newspaper/Magazine Print Advertising; Public Relations & Marketing; and Digital & Social Media.
The task of determining winners was given to a panel of marketing and advertising professionals who represent backgrounds in branding, promotion, media, public relations and graphic design. Judging criteria included considerations such as creativity, message, ad effectiveness, clarity and visual appeal.
Visit www.auctioneers.org/20177-naa-marketing-competition-winners-usa-today for a complete list of this year’s award recipients.