case history:

beverly hills charity auction

As a result of Patterson Marketing efforts Beverly Hills Charity Auction was chosen to host the first online soap opera charity auction. The auction, and associated online chats with soap opera stars, exceeded the charity's expectations. Pre-event coverage included Soap Opera Weekly magazine as well as features on fan web sites across the Internet.

what we saw... Beverly Hills Charity Auction, a Beverly Hills, Ltd. company (OTC: BLTD) was one of the first web sites to auction celebrity events, celebrity memorabilia, upscale merchandise and other items for charities and non-profit organizations around the world. The start-up company needed a complete marketing strategy, marketing communications and a web site capable of handling online auctions.

what we did... Patterson Marketing Group researched the company's market and learned that:

• Many online auction sites had a "bargain basement" style and approach.

• Numerous auction sites were difficult and confusing to navigate.

• Lack of public awareness left many online auction events with few participants and therefore poor revenue generation.

how we scripted a success story... To start, Patterson Marketing Group developed an overall strategy, brand and positioning for Beverly Hills Charity Auction. Rather than having the company become an online celebrity garage sale, we positioned it as an upscale happening - a true taste of the celebrity lifestyle. A consistent company image was created that conveyed glamour and prestige. Then, an easy to navigate web site was designed to stand apart from other auction sites with its upscale Beverly Hills image.

another sweet note...

One of the company's first online auctions was combined with a live event for the Sweet Relief Musicians Fund. The charity was nervous about the auction, as they had trouble the previous year with their vendor's site crashing during peak traffic times. Despite higher than expected traffic, the auction went off without a hitch and grossed three times that of the previous year. Pre-auction PR included features on Entertainment Tonight and in Rolling Stone magazine.

marketing with brains...

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@2005 Patterson Marketing Group, Inc.