Building B&H Studio and Professional Services.

IDEO Brands defined the mission and strategy for the “B&H Studio and Professional Services” division in coordination with the B&H marketing team and senior management. B&H sought to improve access to a high volume and demanding client base of film and television production studios across NYC and around the world. Previous attempts to tap into this market had fallen short of sales goals and produced lackluster results.

At IDEO Brands, our first insight was that the right questions had not been asked of the market – so we set about to get those questions asked from studios around the city as our data sample set. We coordinated that with B&H records of purchase from these studios (if any) and compared the items purchased with what we were learning from our inquiry.

This insight gave us a convincing data set to return to B&H with the idea that B&H needed to have:

  • dedicated service staff
  • with qualified technical acumen
  • and excellent communication skills

IDEO Brands also noted that B&H should leverage its buying power to increase product offerings from a higher-end product matrix previously restricted by established territorial channel sales from its current major vendors. This was not an easy ask, because it meant a lot of pushback from potential partners, but B&H committed to the effort. Becoming a channel sales partner for higher-end studio equipment meant that they should be taken seriously and would be in the conversation when it came to the purchasing of goods and services for major studios.

The structuring of an employee base around professional communication, understanding, and experience – as well as pursuing a retailer relationship with products beyond the consumer retail level – were the initial strategic positions adopted to justify the expenses associated with building a separate sales center in a premium section of the Manhattan street-level store, along with hiring a technically capable sales force.

At this stage, we went back to customers and collected more data to develop our second stage of insights to discern which products these clients most desired and needed that B&H could leverage to solidify the sales and service relationship – generating consistency and maintaining communication with studio clients.

Following our initial template for strategic success, B&H has over the years stripped vendor-imposed sales restrictions away by being the most dedicated, desirable, and high-volume sales partner and is now a powerhouse in production studio product sales and service.

IDEO Brands' successes with the B&H Professional Services Division in elevating the B&H brand are evident in other category competitors trying to emulate B&H and develop their own professional services division – but without the standout success.

IDEO Brands guided B&H to keep what made them successful at the beginning (aggressive pricing competition, highly tuned logistics, and a focus on product sales integration) and elevate it beyond the broad consumer category to being a premier professional category as well.

These new premium sales channels and opportunities have translated into over $400M in additional sales over 15 years. They have also elevated the B&H brand over all – building upon the story that:

B&H is “The Professional's Source”.

Case Study: B&H

Building B&H Studio and Professional Services.

IDEO Brands defined the mission and strategy for the “B&H Studio and Professional Services” division in coordination with the B&H marketing team and senior management. B&H sought to improve access to a high volume and demanding client base of film and television production studios across NYC and around the world. Previous attempts to tap into this market had fallen short of sales goals and produced lackluster results.

At IDEO Brands, our first insight was that the right questions had not been asked of the market – so we set about to get those questions asked from studios around the city as our data sample set. We coordinated that with B&H records of purchase from these studios (if any) and compared the items purchased with what we were learning from our inquiry.

This insight gave us a convincing data set to return to B&H with the idea that B&H needed to have:

  • dedicated service staff
  • with qualified technical acumen
  • and excellent communication skills

IDEO Brands also noted that B&H should leverage its buying power to increase product offerings from a higher-end product matrix previously restricted by established territorial channel sales from its current major vendors. This was not an easy ask, because it meant a lot of pushback from potential partners, but B&H committed to the effort. Becoming a channel sales partner for higher-end studio equipment meant that they should be taken seriously and would be in the conversation when it came to the purchasing of goods and services for major studios.

The structuring of an employee base around professional communication, understanding, and experience – as well as pursuing a retailer relationship with products beyond the consumer retail level – were the initial strategic positions adopted to justify the expenses associated with building a separate sales center in a premium section of the Manhattan street-level store, along with hiring a technically capable sales force.

At this stage, we went back to customers and collected more data to develop our second stage of insights to discern which products these clients most desired and needed that B&H could leverage to solidify the sales and service relationship – generating consistency and maintaining communication with studio clients.

Following our initial template for strategic success, B&H has over the years stripped vendor-imposed sales restrictions away by being the most dedicated, desirable, and high-volume sales partner and is now a powerhouse in production studio product sales and service.

IDEO Brands’ successes with the B&H Professional Services Division in elevating the B&H brand are evident in other category competitors trying to emulate B&H and develop their own professional services division – but without the standout success.

IDEO Brands guided B&H to keep what made them successful at the beginning (aggressive pricing competition, highly tuned logistics, and a focus on product sales integration) and elevate it beyond the broad consumer category to being a premier professional category as well.

These new premium sales channels and opportunities have translated into over $400M in additional sales over 15 years. They have also elevated the B&H brand over all – building upon the story that:

B&H is “The Professional’s Source”.

Leave a comment

Your email address will not be published. Required fields are marked *