How we positioned Probrand as a brand that empowers IT buyers

P robrand provides IT products, managed services and solutions to over 3,500 private and public sector organisations, via an accredited online marketplace. The marketplace connects buyers with more than 2,500 brands in a ‘live’ environment where prices and stock levels, on more than 300,000 products and services, are updated by the minute.

Situation: 

Probrand wanted to differentiate itself as a valued added reseller (VAR) by positioning itself as a brand that is empowering the IT buyer – helping them to make cost savings and embrace more efficient digital procurement processes.

To help Probrand tell this story, we looked at how it was already assisting buyers. One way was to review historic IT spending in order to educate customers on the size of margins that they had previously been paying to suppliers – typically, more than the accepted industry standard. This analysis often revealed startlingly high amounts were paid – sometimes more than 10 times the trade price.

We saw an opportunity to share this knowledge and capture the attention of IT buyers. We wanted to produce a report that would raise awareness of the scandalous mark-ups some resellers were charging – and enhance Probrand’s reputation as an ethical VAR in the process.

The PR campaign: 

To achieve this, we worked with the Probrand’s marketing team to generate the data and commentary needed. We would then use the commentary to position Probrand’s key spokespeople as thought leaders in the industry.

To maximise reach, we also segmented the data to cover various industries, including retail, education, healthcare and local government. This would allow us to reach a broad array of trade media.

Following the success of the initial report, we then turned the Produced Margins Survey into an annual event.

To add gravitas to subsequent reports, we sourced third party commentary from credible and authoritative sources within the procurement industry, including the Chartered Institute of Procurement and Supply (CIPS) and the editor of Spend Matters.

“The steady stream of media coverage we received from the report has successfully helped to build Probrand’s reputation as a trustworthy reseller. It has also led to our supply chain director becoming a recognised thought leader on issues related to IT procurement. He is now regularly asked for his expert commentary by the broadcasters, broadsheets and our key trade press.”

Matt Royle Marketing Director