Softcat Channel Incentive

Dell and Softcat came to us in August 2017 in need of a campaign to incentivise Softcat Account Managers (AMs) to sell Dell accessories. They needed to really grab the attention of busy and pressured AMs and to stand out from other vendors. They had a budget, a prize pot and the request for a 6-month campaign. The rest was down to us!

Highest ROI of any Softcat vendor incentive at 19,000%!
Over £15million in revenue generated during the campaign

The solution

On the busy Softcat sales floors we needed to create a real impact. We opted for stand out creative based on a fun, different to the norm concept that would get talked about. Our messaging was kept simple so that AMs would instantly know what the campaign is about and was reflected in the clear imagery. The concept was Accessorise to Accessorise: by selling accessories you’d benefit by winning cash-in-salary to buy things for yourself. This was brought to life in the creative with contrasting imagery of before and after selling Dell accessories.

By including the Softcat Dell team in the creative we kept things personal, recognizable and made it real, helping to bring together the reseller and vendor.

To launch and execute the campaign we included some pre-launch activity to build hype, an easy to use deal reg portal, produced office digital signage and designed and built a live leaderboard that showed on office screens.

 

The result

It’s been the most talked about and successful partner incentive for Softcat of all time! 

  1. Highest level of engagement with AMs for any campaign run to-date (50% of AMs engaged)
  2. Extremely positive feedback and recall of the incentive. This has centred around the eye-catching creative and the incentive being easy to understand - “everyone knows this campaign and knows what it’s about”
  3. Highest ROI of any Softcat vendor incentive at 19,000%!
  4. Over £15million in revenue generated during the campaign