Will Continue to Build Brand – and Customer Base -- Through Word-of-Mouth Communication

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Avoiding expensive advertising to build its brand means TWay will continue to depend on its customers to tell the TWay story.

There are no expensive advertising campaign’s in’s future, according to TWay President Dean Burnetti. Word-of-mouth has worked well so far, Burnetti said today, and the company will continue to follow that strategy.

“We’ve been able to deliver the TWay message – and build the TWay brand – by relying on our customers to tell our story to new online auction users,” Burnetti said. “We don’t see any reason to change our strategy, which has been working well for us since was launched.”

EBay and other online auction giants have grown rapidly through a number of strategies. But Burnetti says EBay admits that it will have to increase spending on marketing and advertising if it is to continue to build its brand.

“We believe that continuing to strengthen our brands will be critical to achieving widespread acceptance of our services, and will require an increased focus on active marketing efforts,” EBay said in a recent filing with the U.S. Securities & Exchange Commission. “The demand for and cost of online and traditional advertising have been increasing, and may continue to increase. Accordingly, we will need to spend increasing amounts of money on, and devote greater resources to, advertising, marketing, and other efforts to create and maintain brand loyalty among users.”

Burnetti said TWay will avoid a similar approach, the cost of which must be born by existing customers.

“When we talk to our customers, they tell us in plain terms that they appreciate TWay’s good service and modest fees,” Burnetti said. “TWay still does not charge listing fees, for example. That’s something that we can hold the line on as long as we don’t feel the need to heavily invest in marketing and advertising.”

“Our customers have told our story for us so far, and we believe that we can depend on them to do the same thing in the future.”

ABOUT TWAY.COM: moves online buying and selling to the next level with unparalleled flexibility, options and service. It also offers marketing partnership opportunities to savvy entrepreneurs. To learn more, visit the website at


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