Challenge

The UK corporate barter market is worth around a quarter of a billion pounds and has the potential to become far larger.

Miroma has been one of the fastest growing companies in the sector and required a B2B PR agency to support further.

Simpatico’s B2B PR strategy was required to do three things:

Position Miroma as a market leader, setting the pace for the growth of corporate barter.

Promote understanding of how barter works amongst large consumer brand-owning companies, media owners and media agencies.

Change perceptions of barter – so that the sector was seen as a mainstream business practice.

B2B PR Solution

Simpatico PR developed a new brand positioning including content for a new website and digital channels.

We engaged dedicated business media to position Miroma and its offering as an intelligent solution for business people.

We also sought to explain and validate the barter process in core media and marketing trade press, providing key media titles with a rationale for re-examining barter and how it adds value.

We also set out to widen the circle of understanding by targeting vertical B2B media in sectors such as retail and hospitality and procurement with relevant examples of Miroma’s work.

As part of our wider B2B PR and B2B marketing approach, we developed easy to absorb guides and in-depth issue-led content.

Results

“Simpatico PR has delivered consistent and effective support for Miroma, helping establish both visibility and a thought leadership position in the UK’s growing corporate barter sector.”

Graham Duff, Chairman, Miroma

Our strategy delivered a credible, unified B2B marketing platform for Miroma linking media exposure win titles such as the FT, Real Business, Business XL, Campaign, Retail Week and Marketing Week with direct marketing output enabling the company to lead the field in media barter.