With so many businesses closing their doors, it might be easy to believe that few companies need ad agency help. Yet one industry is thriving in these down times: liquidation. A variety of companies in the liquidation industry might need some fresh ideas to promote the surplus goods they are selling. A recent Wall Street Journal report points out that liquidators are marketing to the following groups to move products:
- Small online resellers often linked to eBay or Amazon
- Resellers that specifically target Hispanic consumers in small US cities
- International buyers
In addition, manufacturers are also looking to establish new relationships with liquidators in order to reduce inventories of products that may never make it to traditional retailer shelves. The right kinds of promotions could help manufacturers find new partners.
Finally, one industry executive claims, "People love grand openings and they love the grand closing." Make sure your clients advertise their sales to increase foot traffic.[Source: Saranow, Jennifer and Smith, Ray. "Flush Times for Liquidators," Wall Street Journal. 1.20.2009]