SAUK CENTRE, MN – Despite less than a week’s notice, 401 bidders from North America and Europe convened upon an auction at the Gerard’s Banquet Center to bid on 479 items from our country’s past. 48% of the bidders from 40 states and 4 countries participated remotely through online registration and/or simulcast bidding.
“We’ve gone to more and more web advertising,” divulged John Schultz, vice president for operations of Schultz Auctioneers. “It’s less expensive, more flexible, and in many cases more targeted.” For this auction, which the company calls its annual “Spring Rendezvous,” advertising was placed on 14 web sites, all pointing back to SchultzAuctioneers.com.
“We really only advertised this sale for about a week—maybe week and a half—in print and direct mail,“ confessed Mike Schultz, president of the auction firm, “But the web sites allow us to get an early jump.” The company ran only small ads in newsprint and trade publications, pointing to Schultz’s web site. The money saved was redirected to a two-stage mailing of first a postcard to past top bidders and then a 6-page metallic-gold brochure to known collectors.
“This year, we added an auction-eve reception with some of our sellers and MVP bidders. Everybody was swapping stories,” relayed Mike. “It built a real excitement for auction day, and we had guns sell for more than $16,000, artwork for almost $3,000, and vintage clothing for over $2,600.” It total, the sale grossed $225,000. Mike relayed, “We were a bit nervous about moving the venue an hour further away from a major airport this year, but this deal has grown so much in the past 15 years . . . we’ve already booked this site for next year’s Spring Rendezvous.”
“The interest from France, Canada, and the United Kingdom in American West artifacts surprised us, but we’re looking forward to further exploring that European interest,” commented John, who also excitedly relayed that not just sellers were happy with the process. One bidder phoned, “I’m just calling to say what an excellent job you guys did! Had a great time—only regret not buying more.”
“That’s the auction method in a nutshell,” said Mike. “When sellers and buyers are both happy with what they got.”
Mike and John Schultz can be reached at 800-457-2967 or through email addresses available on www.schultzauctioneers.com. Schultz Auctioneers conducts auctions of almost every type but specializes in vintage American West collectibles and premium real estate. Biplane Productions, based in Lynchburg, VA, specializes in auction advertising campaigns.
2008 Spring Rendezvous Highlights
$16,401 – Winchester 1873 44-40, Nickel, Deluxe, Octagon Bbl, Checked, SN225517B
$11,480 – Winchester 1876 45-60, Case Hardened, Rifle, Rnd Bbl, Rocky Mtn Sight, SN 50124
$2,929 – Coming thru the Rye, Frederic Remington, Bronze, Regular Size
$2,694 – 1880s Dakota Sioux Beaded and Fringed War Shirt
$2,343 – Prison Made Montana Bridle and Bit, Dog and Horse Rosettes, Spade Bit
$2,226 – Philada 10-gauge, Butt Marked Wells Fargo Express Guard, Dbl Bbl, Marked John JWufflein, Open Hammers, Checked, Etched, Early Black Powder, Dbl Triggers, Heavy Coin Silver
$8,786 – Colt 32 WCF, Engraved, Engraved Pearl Grips, SN 246854
www.schultzauctioneerslandmarkrealty.com
