IronPlanet Canadian Market Expansion

Iron Planet Case Study Cover Image


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.


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.



IronPlanet’s executives
met with 11 Canadian

Media Placements

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


640,000+ online and
print readers

Coverage Value

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


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

In the Press