Beezid lacked brand name awareness as well as this new market segment of penny auction sites. Other firms were already first to market and had garnered negative attention online and in the media.
Being a new start up, the challenge was to overtake penny auction competitors while distinguishing the Beezid brand from others who held a negative first impression. Beezid being a new start-up needed to show a Return On Investment (ROI) in a short period of time.
The power of Howard Stern was used to emphasize Beezid’s fun and exciting approach to shopping and bidding online, for hi tech and consumer goods for pennies on the dollar. Howard’s national radio program would attract adults ages 25-54. Stern’s endorsement would provide for integrity to the Beezid brand.
Beezid quickly became synonymous on The Stern Show and established themselves as the brand leader. They quickly leaped ahead of their competitors not only on radio but online. Any search engine or social media marketing search yields Beezid to the top. Howard had increased the efforts of Beezid’s online marketing and has consistently outpaced its national television advertising.