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.
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 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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