AssetTrade, King of Prussia, PA, yesterday named Weightman Group, a Philadelphia-based advertising agency, and Technology Marketing Group, an online marketing firm based in Conshohocken, PA, its agencies of record.
Although the surplus equipment market is estimated at $350 billion, AssetTrade values the market for used manufacturing equipment in the United States alone at roughly $20 billion per year. The company hopes to increase its share of that figure by using its new agencies for integrated business-to-business advertising and direct marketing services. The company said it would rely on its new partners to help provide its BTB customers with online and traditional technical marketing services. It said its specific marketing strategy was designed “to profitably manage the identification, disposition, redeployment and acquisition of used industrial equipment.”
Lynn Nowicki, vice president of sales and marketing at AssetTrade, said, “Together these agencies can help us communicate our global marketplace services and commitment to customer service. The agencies' combined expertise and integrated strategic approach to traditional and online marketing are a great fit with the strategy of AssetTrade.”
The used industrial equipment marketplace is a venture between Henry Butcher International Ltd., an industrial equipment disposition and asset management firm based in the United Kingdom, and Michael Fox International Inc., a U.S.-based industrial auction company.
Clients of Technology Marketing Group include W.L. Gore & Associates, Corning Inc., Mannington Mills, Quaker Chemical Corp., Micropore Inc., Fleer SkyBox International, Conectiv and e-Consortium.
Weightman Group clients include Summit Bank, CertainTeed Corp., Tasty Baking Co., Switchboard.com, the Pennsylvania Higher Education Assistance Agency and Sunoco.