Make Them Care: 4 Simple Ways to Market Your Live Auction Items
You've done the hard work.
Months of outreach, countless emails, leveraging every connection – you've finally secured an incredible lineup of live auction items for your upcoming gala. That luxury trip, the exclusive experience, the one-of-a-kind piece of art... these items are fantastic!
But then the auction night arrives, and as the auctioneer takes the stage, the bidding feels... sluggish. Those amazing items you poured your heart into procuring aren't generating the excitement, or the revenue, you expected. What went wrong?
The truth is, while your guests are excited to support your cause and attend your event, they're primarily there for a great party with their friends. They want good food, drinks, and fun – sitting through a potentially long auction isn't always their top priority.
So, how do you capture their attention and make them genuinely care about bidding on your live auction items? It often comes down to effective marketing before and during the event. It’s not just about the item's quality; it's about creating desire and connection.
Here are four simple, powerful ways to market your live auction items and significantly boost those bids:
1. Strategic Email Marketing (Go Beyond the Link!)
Many non-profits send out a single email blast saying, "The auction preview is live!" with a link to their bidding software where live and silent items are listed. That's a start, but frankly, most people won't click that link or scroll through hundreds of items.
The Better Way: Send a series of emails in the weeks leading up to your event, specifically highlighting 1-2 live auction items per email.
Tell a Story: Don't just list features. Describe the experience. Instead of "Trip to Italy," paint a picture: "Imagine yourself basking on the Amalfi Coast, sipping limoncello..."
Use Stunning Visuals: Include high-quality photos and, if possible, a link to or embed a short video showcasing the destination or experience.
Build Anticipation: Make your audience dream about winning before they even arrive.
2. Engaging Social Media (Think Video & Storytelling!)
Your social media channels are prime real estate for building buzz. Don't just post static images!
Get Creative with Video: Show, don't just tell. One client filmed themselves picking up a donated jewelry item from the store – instantly making viewers more invested in that necklace's story.
Share the Excitement: Even if the item isn't physical (like a donated beach house), film a quick video! "Just left Mr. Smith's office – he generously donated a week at his incredible beach house! We can't wait to auction this off!"
Make it Fun & Relatable: Authenticity resonates. Show the human side of your procurement efforts.
3. Event Night Visibility (Before the Bidding Starts!)
Don't wait until the live auction begins to showcase your premier items. Plant the seeds during the cocktail hour and silent auction.
Visual Displays: Use traditional display boards on easels or upgrade to digital screens/monitors showcasing slideshows and videos of your live auction items. Place these strategically where guests mingle.
Table Printouts: This is crucial! Provide guests with a printed description of each live auction item at their dinner tables (or hand it out at check-in). Whether it's part of the main program or a separate sheet, having the details right in front of them makes a huge difference. (Anecdotal data suggests items sell for up to 30% more when descriptions are at the table!) Guests can review, discuss, and get invested.
4. Video ON STAGE (During the Auction!)
This is where you seal the deal. As the auctioneer describes an item, enhance the presentation with video.
Showcase Experiences: Instead of just a photo and bullet points ("5 nights, 2 people..."), play a captivating video of that trip to Mexico, that yacht excursion, or that chef preparing a stunning meal. Visualization creates desire.
Leverage Consignment Videos: Many reputable consignment companies provide excellent promotional videos – use them!
Get Creative with Donated Items: Even donated items can have video. Ask the chef donating a dinner to record a quick "hello" video. Film drone footage of the donated vacation home. Everyone has an iPhone – simple, well-shot video makes a massive impact.
The Bottom Line:
Making people care about your live auction items requires a strategic marketing approach. By highlighting items effectively through email, engaging social media (especially video!), prominent event-night displays, table printouts, and dynamic on-stage video presentations, you transform those items from mere listings into coveted opportunities. You build excitement, deepen understanding, and ultimately, inspire the generous bidding your cause deserves.