The Syllabus:
Arrow Electronics, a company specializing in distribution and value-added services relating to electronic components and computer products, identified a need to communicate, recruit and re-engage relationships with Dell Technologies’ partners across the UK channel. There were three core objectives underpinning this campaign:
- Improve the regularity, consistency and quality of partner communications
- Uplift existing Dell partner sales revenues
- Recruit net-new partners to transact their Dell business through Arrow
Lesson Plan:
Arrow turned to Purechannels Ltd. Marketing Agency to help improve its partner experience and enable resellers to evolve through the Dell Partner Program, increasing their status from Gold or Authorized to Titanium. Using the Dell Power product series as inspiration, Purechannels crafted an engaging campaign around the proposition: “The Power Of…”
The proposition was made up of five pillars underpinning commitment to partners, Arrow’s relationship with Dell and its unique differentiator in the UK channel. The six-month campaign included six “Power Hour” webinars, supported by a digital E-book that hosted every webinar recording, notes and slide deck; seven monthly newsletters to 46,821 individuals; 101,453 emails sent; eight thought-leader articles; three end-customer “Power Hour” webinars; and 100 partner goody boxes delivered as direct mail.
Report Card:
Through its efforts, Purechannels helped Arrow deliver:
- 17,497 views on its six “Power Hour” webinars
- Twitter posts with a total reach of 425,675 and 4,694 clicks
- 42 new partners recruited
- 23 existing partners uplifting revenue
- Overall 10% sales revenue increase on previous period
Report Card:
Through its efforts, Purechannels helped Arrow deliver:
- 17,497 views on its six “Power Hour” webinars
- Twitter posts with a total reach of 425,675 and 4,694 clicks
- 42 new partners recruited
- 23 existing partners uplifting revenue
- Overall 10% sales revenue increase on previous period
