Auction Marketing Management (AMM) Designation Class
Making your marketing more effective and relevant is key to advancing your auction business – from exposure to profits. You must create and implement a comprehensive marketing strategy with modern techniques. This course is designed to take your business to a marketing level beyond a simple website to implementing effective targeted marketing strategies using various channels. You will learn how to improve marketing campaigns, digital ads, audience targeting, brand identity and search engine optimization (SEO), as well as manage your reputation, conduct data-based market research and effectively utilize dynamic digital tools.
Upon completing this course, you will be able to:
- Describe your marketplace and brand identity and how it impacts your business and marketing
- Define a comprehensive marketing strategy utilizing modern techniques for any media form
- Implement effective media and auction marketing content best practices
- Put into practice systems and processes to improve efficiencies
- Effectively use digital tools and data to complete applicable market research
- Analyze data to improve current and future marketing campaigns
- Determine when and how to use paid and organic marketing channels
- Improve digital content and targeting for increased search engine optimization (SEO) and website engagement
Instructors: Sara Rose Bytnar, CAI, AARE, AMM, BAS and John Schultz, AMM
Sara Rose is a third-generation real estate and fundraising auctioneer. She has grown up in the auction industry as the youngest of five female Auctioneers in her family and is a partner of Beth Rose Real Estate and Auctions. Sara studied Communication at Bowling Green State University with a focus in advertising and promotions. She holds the Certified Auctioneers Institute designation, was the 2012 Rose Award recipient, and the 2017 International Auctioneer Champion. Sara is also involved at the national and state level. She is a member of the NAA Promotions Committee and President-Elect for the Florida Auctioneers Association. Sara is also a fundraising auctioneer with Scott Robertson Auctioneers. She began working with the company in 2009 and now represents the company across Florida helping charities exceed the financial goals.
As an over 20-year auction veteran John has experienced firsthand the impact changing consumer trends have in the auction industry. John leverages this experience on a daily basis as the Chief Marketing and Technology Officer for Grafe Auction, a Minnesota based commercial and industrial auction company. In this role, he specializes in maximizing prices through the use of data-driven, predictive marketing campaigns that appeal to a wide range of consumers. In addition, John is one of the lead instructors for the National Auctioneers Association of the premier auction marketing designation Auction Marketing Management. John's service to the auction industry includes serving as Director of the National Auctioneers Association, the 60th President of the Minnesota State Auctioneers Association in 2009, and Charter President of the Minnesota State Auctioneers Foundation. He is also the 2009 recipient of Golden Gavel Award for outstanding service to the auction industry.
