28 CATEGORY 16: Best channel marketing initiative
WINNER:Allmakes 4x4 CAMPAIGN:‘TERRAFIRMA – SERIOUS 4X4 ACCESSORIES’
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reviously known as Allmakes, Allmakes 4x4 has been supplying Land Rover parts and accessories to trade customers, such as parts businesses, workshops, government organisations, charities and NGOs, for over 30 years. In 2007 the company released its
Terrafirma collection of expedition-grade equipment. Since then it has become a successful stand-alone range, but it still has to compete in the highly saturated Land Rover parts market. The ‘Terrafirma – serious 4x4 accessories’ campaign sought to highlight the brand’s uniqueness, as well as its offering of ‘quality, performance and value’. It was also designed to increase brand awareness and build up its authorised distributor network. A final challenge was that it was forced to do so without a huge budget and with limited access to internal and external marketing resources. The marketing team created a dedicated website, introducing the full range of Terrafirma products, providing a face for the brand. The site offered visitors the opportunity to enter details of products they wished to purchase, at which point personalised price breakdowns were made available. The option to convert the wish list into a purchasable basket was then made available. The website also supported authorised dealers around the world.
RUNNER UP:EMC AGENCY:THE CROCODILE CAMPAIGN:‘EMC SOURCEONE CITY’
ounded in 1979, EMC Corporation is the world’s leading developer and provider of information infrastructure technology and solutions, enabling organisations of all sizes to transform the way they compete and create value from their information.
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EMC and The Crocodile knew that engaging successfully with channel partners was going to be important when launching the new SourceOne product – a next generation information governance product for archiving, e-discovery and compliance. Partner adoption rates of previous campaign initiatives had no meaningful pattern. Therefore a scalable end-user marketing campaign was created to deliver market leadership stature and high levels of end-user engagement. It was important to ensure that EMC
SourceOne was fit for the fight it would face for attention, not only from rival products but also from other products from the EMC stable. To achieve volume sales through the channel, it was essential to engage and gain advocacy from the partner community, as well as provide the tools to go to market and reach end-users. There was also an imperative to support EMEA and North America channel sales targets for 2009/10, and create a marketing support model for channel partners that was sustainable and capable of generating leads. A mixture of marketing methods, both face-to-face and over the phone, were supported by direct mail packs and engaging email content, highlighting the campaign’s microsite. And it seemed to work; since the campaign began in September 2009, SourceOne has been
B2B Marketing Awards 2010 -
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To supplement the site, the team opted to employ a series of other marketing options. These included: the company’s self- developed ‘Shadow’ desktop software, which allows customers to check availability of stock, an 84-page colour catalogue, email marketing, press releases and magazine advertising, expedition programmes, trade shows and social media networking. The wide variety of marketing avenues explored in the campaign and the functional support offered by the dedicated website and the Shadow application ensured its success. A
total of 476 wish lists were generated through the website between February 2009 and May 2010. During the campaign, sales were achieved on 250 different product lines in the range, with Terrafirma branded shock absorbers, for instance, outselling Allmake’s 4x4’s standard shock absorbers by a ratio of two to one. Additionally, Terrafirma now boasts a 10-20 per cent higher profit margin when compared to the other products sold in the company and the international distributor network is now 70-strong. Mike Hands, communications manager
at Allmakes 4x4, said, “Of the many projects that I have been personally involved with during my time with Allmakes 4x4, taking Terrafirma to market has been one of the most rewarding. As a business that has only really ever been reactionary, attempting to generate demand for not just a new product, but a whole new brand, was entirely new territory for us. “Looking at Terrafirma as a brand is something I am very proud of. People like the name and they really like the products, but what’s more, we have instilled a sense of quality about the brand which aligns it well with other established brands. Terrafirma has not only provided us with a route to selling specialist accessories, it has meant we can command a better profit per line.”
adopted by 30 partners in 15 languages worldwide, which represents a 200 per cent improvement on previous average campaign adoption rates. Jay DeWalt, vice president of worldwide channels and alliances at EMC, said, “Delivering EMC SourceOne and supporting it with comprehensive channel programmes are drawing top distributors and resellers worldwide....[through] the ‘SourceOne city’ marketing campaign, EMC will continue to see sustained growth and success with our channel partners."
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