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.

Manchester advertising agency Delineo were recently challenged with creating and implementing an integrated campaign, ranging from web banners to eDM pieces, to introduce and announce Avnet’s latest offering. The global IT distributor’s HP offering now covers Networking solutions; making Avnet the single source for a Converged Infrastructure, offering; Servers, Storage, Services, Software and Networking.

The campaign employed a series of eshots and newsletters to communicate the message to the targeted Business Partners, which in turn were supported by landing pages on the Avnet HP website.

The creative takes a photographical approach featuring executives, to play on the concept of business networking to raise awareness that the Avnet / HP business has added this solution to their already very established portfolio.

The ‘holding hands’ lead image is able to communicate both the overall ‘now we’re networking’ line, and also backs into the Avnet and HP strap line of ‘With you every step of the way.’

The campaign went live in April with web banners on CRN, the online UK technology channel for IT distributors, resellers and Value Added Resellers, so why not take a look and see what you think.

This fully integrated campaign ‘The Cloud with a Silver Lining’ represented a six-month marketing focus for this large IT distributor, fulfilling an objective of bringing clarity to a complex IT issue and driving business for Bell Micro’s own customer base.

By using the vibrant Business Matters colour palette, simple graphic imagery with concise, bold headlines quickly engages with the audience and simplifies the complex IT message.

This cloud computing campaign targeted IT channel organisations, successfully convincing them to invest time in understanding Cloud and developing their own skills in this area. The culmination of the campaign was a highly-successful event attended by many Bell Micro partners.

Integrated campaign elements: Digital, brand communication, direct marketing, events.

As the days tick down to the 15th Manchester Jazz Festival (23-31 July), the festival branding is looking particularly vibrant thanks to a recent rebrand by Delineo’s Bolton office Portfolio.

To win the pitch, we took the normal approach of getting under the skin of the job and hit the streets to ask people what they thought of Jazz and the festival:

From our research and a day with jazz on Spotify, we came up with the * concept as people are open to learn more about jazz.  The use of an asterisk challenges people’s perception of jazz, alerts them to the wide varieties of music that falls under the jazz banner and asks them to: find your jazz*

With a brochure, website, t-shirts and stationery already in the post.. it’s time to knuckle down to the final banners before the saxophones start!

Click here for more information on Manchester Jazz Festival.

Integrated campaign elements: Brand communication, digital, advertising, direct marketing, sales promotion.

Some people will say anything to get out of work, but a similarly imaginative excuse may well be needed on Monday July 5th for those top marketing professionals excluded from How-Do’s 2010 Top 100 Marketers in the North West.

Now in its third year, the list is established as the definitive countdown for the region’s marketing creme de la creme. Make it, and previously featured names can attest to the impact. The word will spread, your stock will rise, and those searching for your name on Google will not be able to miss your name in lights. Miss it, and you’ll be as sick as that fish.

As the proud sponsor of How-Do’s 2010 Top Marketers in the North West, Delineo has decided to have a bit of fun based around our theme of ‘make it, or make yourself scarce’.

Whether they’re as outrageous as the ones listed above or not, we want to hear your excuses for missing work. What’s your most inspired, or perhaps most ill-advised, reason for bunking off? Drop us a comment below.

From early July, we’ll be making a list of the top 20 excuses available via our website. The excuses bible – you’ll want a day off just to read it!

Created a vibrant brand with strong differentiation for this investment management business, centred on a Delineo defined brand proposition which provides Castlefield’s clients with a share of the profits and a say in how its run.  The brand has been rolled out through above the line, online, direct marketing and social media.

Testimonial: “We struggled to get across what was different about us in a notoriously ‘me too’ sector’…until we starting working with Delineo! Because we’re busy looking after our own clients day-to-day, we never quite got round to doing anything more than just thinking about the need for professional marketing. Of course we knew it was vital to have a plan, but who was going to tease out the key elements, write it down, handle all of the ongoing activities and monitor its success? Turns out this is just what Delineo thrive on. The reaction from clients to our rebrand has been great, with a definite improvement in the number of existing and new contacts who now seem to ‘get us’. We’ve got big hopes for the future and expect Delineo to be there as our virtual and vital marketing department.” Director, Castlefield

Integrated campaign elements: Digital, brand communication, advertising, direct marketing.

EcoWater is the world’s largest manufacturer of residential water treatment systems, offering a complete product range that includes water softeners and drinking water filters. They needed to better understand their customers and in doing so, create a new route to market that would help to increase sales.

Delineo defined and implemented a marketing strategy, including brand development and a full comms programme.

Testimonial: “In the absence of a marketing department, I think of you as my board director for marketing.”
MD, EcoWater .

Integrated campaign elements: Point of sale, direct marketing, eDM, brand communication.

Integrated B2B campaign in relation to personal injury business to increase its bulk referral business.  The project included the amalgamation of third-party data sources with management team insights to create a classified target audience universe, which was then targeted with an innovative campaign using a combination of direct marketing, e-mail marketing and interactive online resources. The campaign surpassed its annual client recruitment target within the first three months of going live.

Integrated campaign elements: Digital, eDM, direct marketing, sales promotion.

Direct mail to communicate bi-annual profit share payment to 1.6 million membership card holders nationally. Engaging content and design helped to raise awareness and promote the benefits of shopping at the various businesses that make up The Co-operative Group.

Integrated campaign elements: Direct marketing.

Created a distinctive corporate brand with a strong point of differentiation and appeal for its target audience of director-level professionals within large retail organisations for specialist software applications.

The campaign delivers ‘value exchanges’ to encourage customer interaction based on the different needs of different consumer groups demonstrating how numero helps companies to ‘do the right thing’ for their customers.

Testimonial: “Delineo have transformed the thinking at numero . Once we focused on product and technology. But not anymore. We focus on our customer’s customer and it was Delineo that has single handly educated us about marketing. What has really suprised me is Delineo’s absolute focus on results. Whilst its work has been profound – it is Delineo’s clear drive to achieving tangible results that is so revealing. In an industry sector usually known for creating just great ideas with little execution, Delineo’s work has been like a shining light at night. Within days, Delineo’s work has generated more leads than we achieved in the whole of last year……….. need I say more?” CEO, numero

Integrated campaign elements: Direct marketing, advertising, digital, brand communication, sales promotion.