Challenge: SupplierMarket.com (now Ariba), a B2B Internet-based marketplace for the procurement of industrial components, launched a new advertising campaign to build awareness and motivate interest in the brand.

Objective: To explore key target audiences’ mindsets in regard to the overall procurement market, perceptions of SupplierMarket.com and key competitors, as well as to evaluate the effectiveness of current advertising and new creative concepts.

Solution: A Qualitative study consisting of focus groups and in-depth interviews was conducted among buyers and suppliers of industrial components.

Result: Plan-it’s recommendations were used as input for the development of a new communications strategy, including umbrella messaging and support messages, and media recommendations.