Is Direct Marketing Really Dead? Channel Marketing Case Study: AVNET
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A recent sentiment suggests that "Direct Marketing is Dead". This sentiment usually stems from digital agencies, who lack creativity. The rise of digital is important yes, however it has meant, more "inbox clutter" more spam, smaller attention spans, and more technology to block or prevent communications for the end user. How exciting would it be to receive a hand delivered, Direct piece on your desk. Something that was personalised, with relevant messaging and a killer concept?
Is Direct Marketing Really Dead? Channel Marketing Case Study: AVNET
- 1. CASE STUDY Date We Love What We Do McCorkell & Associates - Australia | Singapore | Hong Kong | India CaseStudy
- 2. We Love What We Do McCorkell & Associates - Australia | Singapore | Hong Kong | India CASE STUDY 29 August 2012 The Brief IT distributor Avnet has developed a strong business base in the sale of VMware virtualisation software into its reseller channel. The company wanted to drive up the rate of software licenses being renewed through its resellers. M&a was tasked with developing a campaign to achieve a 20% lift in the numbers. Strategy Our strategy was to leverage a portal developed by VMware, which provided all the details of end-users licenses coming up for renewal. Due to low reseller awareness, the portal was greatly underutilised and this created a great way to use freely available data to differentiate Avnet from its competitors. Show Them the Money Its easy to promise increased revenue. Its another thing to provide the exact amount of money involved. Armed with the data from the VMware portal, our aim was to ensure Avnet resellers called in and spoke to their representative about how much they stood to gain by encouraging their customers to renew their licenses. The campaign would also remind resellers that getting their customers on the end of the phone was the ideal time to discuss additional IT requirements and possibly secure incremental sales. Game Tactics The campaign was built around a call to action of Phone a Friend combined with the strong incentive message of Theres Money at the End of the Line. Top Avnet resellers received a high impact 3D Direct Mail piece, comprising an art designed box, a retro phone hand set with smartphone and in-box collateral that put the amount of money to be made front and centre, and provided the number to call in order to get the ball rolling. Mid-tier resellers received a personalised invitation to Scratch and Call for the Win and received a personalized letter along with a scratch game card. The scratch card revealed a number for the reseller to call in order to receive their personalized License Renewal Revenue Report and also provided another chance to win the retro phone hand set. A digital marketing piece was also built and issued to the entire Avnet reseller database to create greater awareness of the campaign and the renewals revenue opportunity. Outcomes The results were outstanding. VMware license renewals through the Avnet channel recorded the biggest quarter on record, jumping a staggering 30% year on year. Additional sales also flowed as a result, with Avnet receiving 294 quotes for technology and more than $700,000 worth of sales in the wake of the campaign. Phone A Friend Avnet reminds resellers there is money at the end of the line. Client Avnet Market IT Campaign B2B Method Direct Marketing Budget $22,000 Result $700,000 in sales
- 3. We Love What We Do McCorkell & Associates - Australia | Singapore | Hong Kong | India CASE STUDY 29 August 2012