Following a hugely successful Channel Partner Academy and Awards dinner in London, Dell EMC approached OrangeDoor to deliver a full day training workshop and celebration event for a selection of its SME partners in the North of England. From the outset, it was clear that as well as upskilling attendees, a key driver was to motivate and inspire partner team members to lead with Dell EMC products when having sales conversations with their prospects and customers.



Manchester was chosen as the ideal location for the event – because of the numerous unique venues that could fit the brief (no hotels, thank you!), as well great transport links and the perfect evening activity to allow attendees to let their hair down after a long day of learning – an Oktoberfest party! The People’s History Museum’s Engine Hall in (what area of Manchester?) provided an outstanding blank canvas for the event, with plenty of physical and digital branding opportunities covering Dell EMC’s Partner Program, Dell Financial Services and Dell Services.


How we made it amazing

A hint of ‘VIP’ was woven through the communications and collateral, including using #GoldVIP across social channels. A high-quality backpack with notepad and pen was presented to attendees as they registered, with gold Ferrero Rocher adorning the tables in the plenary area. A number of Dell EMC products were also cleverly weaved into the event, with an end-to-end ‘expo’ space showcasing various client and infrastructure products, and Dell’s flagship 86” large format display used as the main presentation screen.



  • 47 attendees from 65 registrations covering 29 different channel partners

  • 74 presentations downloaded post-event

  • Post event NPS 9.52

  • Average feedback score of 4.49/5

Great event, really inspirational!
— Head of Strategic Accounts, LAN3
Good event overall, very insightful
— Sales Executive, Escape Technology
Good speakers on relevant topics. Very informative. Very good day.
— Account Manager, CAE