Liquidation.com Selects Qfactor as Agency

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Qfactor Inc., an independent interactive media planning and placement agency, has been named interactive agency of record by Liquidation.com.


Qfactor, Bethesda, MD, will create an online media campaign to attract buyers and sellers to Liquidation.com, Washington, an exchange that allows purchases and sales of excess inventory and surplus assets.


Three agencies, including Qfactor, pitched for the Liquidation.com account. The budget was not disclosed.


"We want to validate the domestic and international market and validate the best options for acquiring new registrants to Liquidation.com," said Brayton Johnson, president/CEO of Qfactor.


Qfactor is a 4-year-old agency that helps clients plan, implement and manage interactive ad and marketing campaigns. Clients include Network Solutions Inc., BET.com, Startec, Prometric and GameShark. Billings last year were $33 million. Projections for this year are $110 million.


Liquidation.com's automated platform allows users to manage the processes for negotiating and closing surplus sales on the Internet from a central location. The site has more than 15,000 members in 100 countries and more than $1 billion in goods available.


The company eyes the $350 billion worldwide surplus market and competes with players such as RetailExchange.com and TradeOut.com as well as bricks-and-mortar players such as Gordon Brothers, which also is an investor in RetailExchange.


Liquidation.com targets manufacturers, wholesalers, small businesses and retailers, among others, across categories including office supplies, building material, government, military and consumer merchandise.


Though the media plan has yet to be drawn, Johnson expects to experiment with a few Web properties to draw traffic to Liquidation.com.


"We will typically use a couple of the portals and a couple of the global ad networks," he said.

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