DELL


BRIEF

Creating an amazing incentive programme for Dell, to incentivise and engage Channel Sales Partners, as well as rewarding the top performing sales people who fully supported sales of Dell’s Enterprise solutions in Server, Storage and Networking. Execute a robust engagement plan to drive individual engagement, with high level objectives to increase sales and pipeline. Winners will be individuals registering the highest individual sales within the qualifying criteria. Organise a high end experience prize for winners as part of the engagement process.Key objectives - drive longer-term Channel engagement, keep Dell’s enterprise solutions top of mind and increase pipeline for the qualifying period (1st February 2015 to 28th August 2015) and beyond.  

OUR APPROACH

The marketing communications package was pivotal to the campaign, driving initial engagement and hype around the incentive launch. Through continued assessment of the communications success, we tailored ongoing communications to ensure high open and click-through rates. Along with a gradual reveal / hints at the event theme, entertainment etc. which helped to sustain traction for the duration of the qualifying period, through the Awards and post event.

To further increase engagement, we tapped into relationships with the Partner Development Managers (PDMs) and produced a range of physical assets, delivered to partner offices, to keep the incentive top-of-mind and complement the digital communications.

We also creatively and logistically planned and delivered an exclusive evening for all the winners and their guest. With the luxury setting of the Savoy, suave James Bond theme and entertainment to match, gala dinner and much more, guests were thoroughly rewards for all their efforts throughout the year…in style!

HOW WE MADE IT AMAZING

How did we engage partners to sell more Dell? Initial communications invited partners to join Dell on a ‘mission’ with a ‘license to sell’, for the chance to attend an evening of glitz and glamour at the world famous Savoy, London. We tantalised guests with the chance to sip on London’s finest martinis at the world famous American bar, frequented by celebrities for over 100 years. Winners would be wined and dined at a sumptuous celebratory dinner and try their luck at a pop-up Casino – an experience to leave attendees ‘shaken, not stirred’.

The event itself did not fail to impress – with luxurious invitations mirroring the Savoy’s colour palette and delicious gala dinner to sit back and enjoy, guests had a beautiful evening to remember. Following the theme and kicking the event off, was our very own 00-Dell Peter Barnes:

This was just the start… as the night progressed we introduced Bond themed roaming entertainment, a ‘Casino Royale’ room filled with roulette and black jack tables, DJ, dance floor and photobooth. We aimed to provide a night to surprise and entertain guests and most importantly reward them with a thrilling awards ceremony.

THE RESULTS

In such a competitive sales environment, the success of the incentive created an industry standard for Dell:

  • Total budget - £250,000
     
  • Total value of enterprise deals attributed to the incentive - Over £35 million (target of £15 million)
     
  • Number of Channel partners attending event - 100
     
  • Number of individuals registering deals - 202
     
  • Average open rate of communications  - 63%
     
  • Average CTR of communications - 28%

 

As well as the above qualitative results, it was recognised that the incentive provided incredible motivation for Channel partners to Sell More Dell throughout the year, especially for new accounts and attendees were thrilled with the VIP feel awards evening of entertainment.