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.