A response to
all comments last week; the constructive, the destructive, the mud slinging, the protective, the valid (and even those ridiculous comments from members who are not even clients and/or affected).
You may or may not have noticed that despite the fact that the fixed bidding button went up last week and some clients (new and old) choose now to use the fixed system, the
pilot for our latest marketing initiative ended on Wednesday 8th August.
There have been a huge amount of changes at Netfleet over the past 5 months, all aimed to increase the size of the market for all of our sellers, educate end-users on the expired market, the aftermarket and the auction process and generally improve the liquidity and interest in the .au market.
Many of the changes have been behind the scenes. For example,
- an increase in marketing spend & activity
- an increase in industry advertising spend & activity
- an increase in blogs
- an increase in industry articles
- subtle changes to our website to ensure smoother processes
- major changes to our alerts and backorder system,
- technical improvements to our drop catching service
- clearer communication with end users with "how to guides"
- improved social media presence
- inroads into major media publicity and exposure.
- marked decrease in support ticket response time
- increased number of client support points
There are other slated site improvements that will be communicated via regular monthly newsletters (starting this month)
Over this same time, we have
trialed some new initiatives such as,
1. Telemarketing to end users to advise them of Netfleet auctions
2. A buy now process
3. Domain broking to actively market aftermarket names to end-users on behalf of our sellers
4. Offering a premium fixed price service for end-users
The world of marketing has never been and never will be an exact science and I am a firm believer in trials and pilots to either prove a revenue stream prior to investing in expensive and time consuming development and/or to gauge future viability.
I don't make apologies for implementing marketing pilots and trials as until someone hands me a crystal ball, I won't be able to otherwise test ideas.
The
constructive comments in the thread last week have been taken on board and until I have ironed out some processes in our premium fixed price service, I will
not be starting the technical implementation of the system. When and if I do decide to officially launch the service - I will advise the market ahead of time.
Earlier this year and again over a series of phone calls with some clients, Anthony and I have said that if changes were made to the NF platform, we would inform the market. I stand by this and will do so; I'm happy to announce changes in blogs as I've been doing with changes to the platform since I started at Netfleet.
HOWEVER - I reserve the right to trial and test pilots and marketing initiatives BEFORE making formal changes to the Netfleet platform. Our recent sales pilot was just that -
a pilot. You all have the right to express your feedback but please do not assume lack of transparency simply because we reserve the right to test new projects. I'm sure you all trial new projects in your various businesses each and every day.
I am aware of the constant scrutiny under which our platform operates, I am aware of competitors in the market, I also absolutely understand that the hardest job in the world is to be #1. We respect our very hard won current position in the expired auction market but are not ignorant enough to think that it will always be this way - and that is why we constantly trial new processes, upgrade our systems, improve our processes - it is simply best business practice to strive for constant improvement.
I've said it before and I'll say it again; Netfleet leads the market in technology, in process design, in drop catching and in innovation.
Our intention as a company is to promote the .au market, create competition in the auction process and to generate profits for both Netfleet and the industry. Our intention has never been and will never be to raise the ire of customers.
I hope that I have addressed your concerns and if you would like to discuss further with me, please do so via response or email: fleurf [at] netfleet [dot] com [au] or phone (02) 9215 6156.