Avnet, who have a long standing relationship with Manchester marketing agency, Delineo, recently set the challenge of promoting HP’s latest utility storage offer, 3PAR, among internal sales staff within Avnet. The main aim of the campaign being to promote awareness within the internal sales staff, of the product, along with the benefits of selling HP 3PAR over competitors products.
The key focus of the campaign engaged Avnet’s internal sales staff through number of different mediums including; eDM, customised landing pages and giveaways for the sales staff. The campaign revolved around playing on the term “PAR” by incorporating a golf theme, using a golf scorecard and pencil, both branded with the logo and product line ”HP 3PAR from Avnet”, this was the giveaway for the top 30 internal sales staff along with a DM piece displaying the line; “Are you up to par with HP 3PAR?”.
In addition to capturing the internal sales teams attention with this giveaway, the whole sales team were sent eDM in the form of a ‘competitive attack guide’ which provided detailed information on the key features and benefits of 3PAR and how it compares with competitors, encouraging sales staff to want to push HP’s 3PAR over competitors products. This information helps inform the sales staff of the reasons their customers should need this product, and with the strong golf imagery, shows the sales team that HP’s 3PAR could help put them a few “strokes” ahead.
The campaign provides all the facts and statistics, and subsequently a reason and desire to sell HP 3PAR over other competitors solutions. It gives the internal sales team all the information they need to sell, along with the benefits to both them and their potential customers, coupled with the engaging competitive golf imagery and the potential for the sales team to “score points with HP Storage”.
Integrated campaign elements: Brand communication, digital, direct marketing.
