Shifting Perception from Distributor to Global Solutions Aggregator

Tech Data was already a titan in the “channel” community (resellers and MSPs). However, their brand recall in the broader business ecosystem was limited. They needed to shed the image of a traditional “box mover” and elevate their positioning to that of a strategic “Solutions Aggregator.” The goal was to reach C-suite decision-makers and demonstrate Tech Data’s influence on macro-tech trends in Southeast Asia.

Elevating the Narrative Beyond the Channel

We realised that to reach the C-suite, we had to speak their language, not the language of specifications and inventory. We implemented a strategy to broaden the narrative scope significantly.

• Identifying Macro Themes: We identified that business leaders were grappling with complex shifts: the move to subscription economies, the demand for Diversity, Equity & Inclusion (DE&I), and the rapid digitization of ASEAN.
• Strategic Mapping: We mapped Tech Data’s internal expertise to these high-level topics. Instead of pitching distribution logistics, we pitched business transformation.
• Targeted Activation: We bypassed standard trade press for these stories, targeting mainline business media instead. We displayed strategic expertise through byline articles and executive interviews that positioned Tech Data as a modern business enabler.

Breaking into the Boardroom Conversation

The campaign successfully migrated Tech Data’s brand conversation from the warehouse to the boardroom.

• Top-Tier Broadcast Success: Secured a high-profile interview on CNBC Asia, positioning the company as an authority on high-impact tech trends in the SEA region.
• Strategic Feature Placements: Landed an interview in The Edge Singapore highlighting Tech Data’s progressive approach to DE&I, and a byline in Intelligent CIO APAC.
• Business Model Validation: Secured coverage in FutureCIO discussing the shift to subscription models, validating a key future revenue stream for Tech Data and its partners.

Key Takeaway - Changing the Conversation to Unlock the C-Suite

To move a brand “up the value chain,” you must change the conversation. Shifting the PR focus from technical logistics to business outcomes (like subscription valuations and corporate culture) unlocks access to tier-1 business media that would otherwise ignore a distributor.