Case study · Property
As a regional property company, Potter Space was overlooked in industrial and logistics conversations. We found a specialism nobody else was talking about: warehouses under 100,000 sq ft, which make up 95% of all units. Our BIG Things in SMALL Boxes report, now in its fourth edition, won headlines, speaking slots and a keynote at Property Week I&L 2026.
- 50+ pieces of coverage
- 200+ report downloads
- 800K+ readership reach
- 300+ delegates reached
- Client Potter Space
- Sector Industrial and logistics property
- Services Research, thought leadership, PR, events
- Audience Occupiers, investors, agents and the property industry
- Channels Property trade media, conferences, webinars
What did Potter Space need?
Potter Space was ready to become a trading company, but it lacked the reputation and relationships to make the move. Bigger names dominated industrial and logistics coverage.
- Business objective: build the reputation and relationships needed to grow as a trading company.
- Communication objective: make Potter Space the recognised authority on small-box industrial property.
What was the insight?
Everyone talks about big sheds. Yet units under 100,000 sq ft make up 95% of all industrial and logistics units. Nobody owned that conversation.
The idea was BIG Things in SMALL Boxes.
What did we do?
- A research report. We launched BIG Things in SMALL Boxes, now in its fourth edition.
- Headlines. We took the findings to the property trade press.
- Speaking slots and webinars. The research earned platforms, including a keynote at Property Week I&L 2026.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 50+ | Prohibition coverage log |
| Outputs | Readership reach | 800K+ | Prohibition coverage log |
| Outputs | Delegates reached through speaking and webinars | 300+ | Prohibition campaign reporting |
| Outcomes | Report downloads | 200+ | Potter Space web analytics |
| Impact | Keynote at Property Week I&L 2026 | Secured | Property Week |
What did Potter Space get from it?
A specialism it owns. Potter Space is now the name linked to small-box industrial, with a keynote at the sector’s leading event.
What did we learn?
- Own a niche. A big share of a smaller topic beat a small share of a big one.
- Make it a series. Annual editions built authority over time.
- What we would do differently. track new relationships and deals that start from report downloads and events.
