Each auction has a tailored marketing plan based on what the auction contains. If there are loads of heavy equipment tools - we do targeted marketing to tradesman, hobbyists, etc; if there is a large collection of high-end coins we focus on collectors and dealers in that space, etc. Because we have a national company, we have enough (big) data to find these sorts of people even in markets where we don't do as many auctions because we know what their online profile looks like (what they look for, what they read, what they are interested in, etc).
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