IronPlanet Canadian Market Expansion

IronPlanet Canadian Market Expansion

Challenge

IronPlanet, a leading online marketplace for buying and selling used heavy equipment, has sold more than $4 billion of used equipment and has built an audience of more than one million registered users worldwide. Following the appointment of a new managing director in Canada, IronPlanet sought a way to build awareness for the business among buyers and sellers throughout this important market.

Strategy

Mulberry executed a multi-city press tour across Canada to allow key executives to deepen relationships with key media contacts and position themselves as an industry thought leaders. The media tour made stops in Vancouver, Calgary, Toronto, and Montreal.

To build awareness and interest among equipment buyers and sellers, Mulberry also organized a series of nightly networking events where executives had the opportunity to interact with local prospects and customers of the platform. 

Mulberry was responsible for all aspects of event planning, coordination, and research, outreach to business and trade publications, and onsite support for media interviews. Published coverage was promoted via IronPlanet’s social media channels and its blog to maximize reach. 

Results

Journalist Meetings

IronPlanet’s executives met with 11 Canadian publications.

Media Placements

IronPlanet was featured in the Edmonton Journal, Publiquip, Infrastructures, On-Site and secured recurring columns with Supply Post and Equipment Journal.

Reach

640,000+ online and print readers

Coverage Value

$25,000+

The recurring columns (one published monthly and the other tri-weekly) secured 29 thought leadership articles over the course of one year, valued at more than $50,000

Networking Events

Executives were able to connect with dozens of influential equipment buyers and sellers.

In the Press