Array Marketing – Plant Closure

Dafton, as Hilco Global Mexico’s marketing agency, played a key role in the successful completion of the liquidation process for Array Marketing’s industrial assets in the country.

$2.3M Revenue Generated

About Array Marketing – Plant Closure

Plant closure of canadian company Array Marketing, a main producer of point-of-purchase displays, fixtures, and floorstands.

The challenge

Hilco Global Mexico, our client, was entrusted with overseeing the auction and managing the monetization of the entire plant.

The primary objective was to swiftly liquidate all assets, allowing Array Marketing to recover its capital efficiently and clear the industrial property, thereby avoiding further rental costs.

Auction Recap:

STRENGTH IN NUMBERS

Business impact

Within two months, we successfully assisted Hilco in launching marketing campaigns and selling all assets from Array Marketing.

300+

Lots Sold

$2.3M

Revenue Generated

191

Bidders

Photos from the auction:

Our solution

 

Our initial step involved gaining a deep understanding of the assets we were marketing. Collaborating closely with Hilco’s engineers, we conducted extensive research to identify the machinery’s technical specifications, potential uses, and target customers. This process included thoroughly reviewing documentation and verifying the import status of each item to guarantee precise communication with potential buyers. Once this critical information was gathered, it was shared with all project stakeholders, including the design team, advertising managers, and sales personnel. Having a comprehensive grasp of the project is essential when handling the complexities of a plant closure.

With the research phase complete, we moved on to develop the campaign materials and allocate budgets for a range of media channels, encompassing both digital and print formats. To further assist potential buyers in their decision-making, we organized a Virtual Tour, offering a detailed view of the equipment’s physical condition and dimensions.

Finally, we launched targeted conversion campaigns and implemented direct outreach strategies, such as contacting international leads, to drive buyer engagement. This holistic approach ensured a thorough understanding of the assets and maximized their promotion effectiveness.

For this auction, we put together a robust digital strategy that includes:

Hilco + DaftonMedia

Testimonial | Violeta Sandin, Auctions Manager Senior

“Dafton is the only agency that has joined us in an auction and accompanied us throughout the process. We’ve seen tangible results with them”

AUCTIONS MANAGER SENIOR hilco global mexico
Violeta Sandin

Mexico City

Mexico

Assets Sold

Bidders Testimonials

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