Dell Partner Incentive 

Cutting through the commotion of the sales floor

47,700%

ROI

92 

AMs registered deals via the portal 

£141,000

Average deal value

The challenge

  • The Dell team within Softcat wished to keep awareness of their product range top of mind within the office.
  • The challenge for the vendor was to cut through the commotion of the sales floor and competition from other vendors.
  • One significant issue from the reseller perspective was that deal registration was a process Softcat Account Managers were most resistant to managing themselves.
  • We were challenged to create a campaign that was Softcat-focused and stood out to the audience as something that could generate engagement on the sales floor.

The solution

  • We rolled out a five-month long cash salary incentive campaign targeted at Softcat AMs and sales support.
  • We delivered the campaign through three main channels: an online portal that was designed to simplify the deal registration process for AMs; digital signage across Softcat offices that maintained the sense of competition and continuously advertised the campaign on the sales floor; and a launch email to track engagement.
  • The campaign used standout creative assets that featured Softcat employees. We achieved this by creating a ‘Glow’ styled photo shoot where we captured images of the Dell sales team in various 80s themed costumes, props and action poses.

The result

  • The campaign yielded exceptional results, with an ROI of 47,700%.
  • Softcat AMs were highly engaged by the standout creative and simplified process, with 92 registering deals through the portal.
  • Average deal value logged via the portal was £141,000.
  • The launch email also achieved results that were well above the industry average. 205 AMs opened the email for an open rate of 21.42%.
  • Click through rate to the portal was 11.2% (against an industry standard of approx. 2.2%).

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