Family-owned business grabs top state honors

Filed as: Updates 
Posted on: Tuesday, February 5th, 2008

HPIM2470-reflect MINNEAPOLIS, MN—Schultz Auctioneers achieved something no Minnesota auction company had previously accomplished. After winning an impressive five state advertising awards, it garnered a unanimous 2008 Best of Show from the Minnesota State Auctioneers Association (MSAA).

“The MSAA takes its marketing contest more seriously than other state auctioneer associations,” says Ryan George, president of Biplane Productions, a company that has designed advertising for auctions in 37 states. “For instance, this year, they hired all-star marketing judges out of the ranks of Fortune 500 advertising management and university marketing tenure; they also presented second place awards, encouraging a deeper competition field. These are not typical efforts—even for the international industry contests, which garner entries from as far away as South Africa.”

“We’ve moved in a new direction with our marketing,” says John Schultz, VP of operations for the firm, “We’re investing in more professional design and campaign fulfillment—a more exclusive brand positioning. It’s paying off—and not just in awards.” The family-owned and –operated company out of Upsala, MN, won a second place plaque for the custom banner that adorned the Armstrong-Quinlan mansion this past autumn, as well as for three direct mail pieces.

IMG_2094 Mike Schultz, president of the company, posed next to his son and nephews with their plaques and trophy. The Best of Show trophy and the first place plaque were conferred upon a proposal so good it was “lifted” from the awards display. Apparently, someone must have overheard the judges, one heard to say, “Wow, this is great. The proposal contains everything I want to know as a potential customer.” When asked to pick the Best of Show from the first place winners, the committee chair indicated there was no question. The judges immediately walked over to the proposal.

Mike Schultz divulged, “We’re spending more thought, creativity, and resources on every stage of the sales process. It’s a risk that has rewarded us, giving us a competitive advantage over our regional competition.” Using targeted web sites has allowed the company to reach motivated buyers less expensively than through traditional media alone, leaving budget space for premium design. “Prospective sellers are coming to us with our own brochures, saying, ‘We want our property advertised like this!’ Well, we’re happy to oblige them,” Mike relays though a smile.

Mike and John Schultz can be reached at 800-457-2967 or through email addresses available on Schultz Auctioneers conducts auctions of almost every type but specializes in lakefront, residential, and recreational real estate. Biplane Productions, based in Lynchburg, VA, specializes in auction advertising campaigns. Biplane’s design has earned more auction industry awards than any other independent advertising agency.