Taurus helps position and build IT distributor Dicker Data from $1 billion to $3.3 billion Company
Dicker Data and Taurus on a special journey
IT Distributor Excellence
IT Distributor Dicker Data was founded in 1978 by ARN Tech Entrepreneur Hall of Famer’s David Dicker and Fiona Brown. The Company has been consistently successful and is the largest employer in the Southern Sydney Shire.
As an Australian-owned and operated ASX listed value-added tech hardware, software, cloud, security, access, control and surveillance distributor, Dicker Data services and sells exclusively to a partner base of 11,000 IT re-sellers across Australia and New Zealand. Representing more than 80 of the world’s Tier 1 technology vendors the Company distributes a wide portfolio of products from the world’s leading technology vendors, including Cisco, Citrix, Dell Technologies, Hewlett Packard Enterprise, HP, Lenovo, Microsoft, VMware and others.
When David Dicker approached Sharon Williams in 2020, the challenge for Taurus was to bring to life the story of a sleeping giant who was once described as a company that “simply moves boxes around.” This meant opening the media’s eyes and elevating the Dicker Data brand as a successful Australian owned and operated business beyond the Tech distribution and channel media.
Dicker Data leads the way with unique style
Fast-forward to 2024, Dicker Data has broken through the revenue milestone of $3.3 billion to become the most trusted ASX technology distributor in Australia under the helmsmanship of Founder and Chairman/CEO, David Dicker.
Our first challenge was to build David and Dicker Data's brand beyond the channel media
Using our Taurus Bullseye™ process, we drew David out of rare public appearances and placed him in front of key strategic journalists speaking about the culture, Company and strategy that continues to be successful for over 40 plus years.
The media immediately warmed to David who was a breath of fresh air with his open and unique comments on the role of technology in a modern world.
“Most people think you need to have a monopoly but I don’t agree. The best way is to structure your advantage to allow you to be better than the other guy.”
– David Dicker, CEO of Dicker Data
Widespread media coverage across mainlines and Tier 1 media
David Dicker leads a team of high performing executives and one of the tasks given to Taurus was to amplify their voices across the industry so that journalists would seek their views on local and global matters. Within just eight months, Taurus secured more than 120 pieces of media coverage in every Mainline title in Australia, alongside Tier 1 industry verticals including technology, finance, lifestyle, workplace and mastheads such as The Sydney Morning Herald, The Australian, The Age and AFR. The momentum has been maintained in subsequent years.
Taurus was privileged to be working as an extension to the Dicker Data team to achieve the Company’s business objectives – the cornerstone of The Taurus Bullseye™ strategic methodology. The success of our relationship was supported by Dicker Data’s General Manager of Marketing and Strategy ANZ, who was a constant source of information on initiatives that Taurus turned into media headlines.
Turning heads in government circles
What was happening at Dicker Data on their Kurnell site, didn’t go unnoticed.
Alongside an integrated public relations, personal brand, investor relations and content retainer, Taurus facilitated the opening of the Dicker Data $74 million headquarter and distribution centre and secured the official cutting of the ribbon and opening with then Prime Minister Scott Morrison in April 2021.
Not just moving boxes, but ticking boxes on the environment front
Taurus also worked with Dicker Data on a Government Relations program ideated largely with the efforts of co-founder and non-executive director, Fiona Brown to ensure Dicker Data did as much as they could to protect the environment.
Taurus facilitated introductions and events which were acknowledged by the then Attorney General and local State member of Parliament, Mark Speakman, and the then Minister for the Environment and Heritage, James Griffin, and opened a bush walking track at Kurnell’s HQ to give staff “time-out” during busy working days.
Aligned core values create success
The Taurus and Dicker Data journey shared core values and similar beginnings supporting women. Sharon Williams founded Taurus as a working mum and ran the agency on part-time mums. Dicker Data did the same and still holds an outstanding record of women in IT and leadership positions (57% on the Board, 48% in Senior Management and 42% across the company).
“We tasked Taurus with increasing the reach of our brand and amplifying the voices of our key executives, and they’ve delivered on that. Respected journalists now seek our views on local and global matters and the performance of our company is now used as an indicator of how the local technology market is fairing. Their strategic thinking coupled with the right connections and ability to execute make them the right fit for our business.”
– David Dicker, CEO of Dicker Data, 2023
What Taurus did for Dicker Data
- Taurus Bullseye™ Strategy
- Taurus PR© 5 years and counting
- Taurus Profile™
- Taurus Investor Relations©
- Taurus Government©
- Taurus Content©
- Building Brand Awareness
- Strategic Counsel
- Key Messaging
- IR Event and Roadshow Management
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