Bill Erpelding, director of marketing, Distribution Management/Supplies Network, on end-user campaigns aimed at the reseller channel
The theme of The Cannata Report’s May issue is communications and marketing. May’s Virtual Panel Series offers remembrances from six leading marketing professionals about the most memorable marketing campaign they ever worked on and why it was successful.
We hope that their stories, which will be published throughout the month of May, will give you ideas on enhancing your own marketing campaigns.
The offers typically involved a free gift with the purchase of multiple cartridges. Once we were able to prove that we could successfully execute, we began offering flash drives and other similar items. We saw positive sales lift, but nothing earth-shattering. Then, we offered Starbucks gift cards and the campaigns just exploded. All of a sudden, we were seeing sales lift well north of 50% during the campaign periods.
From there, the campaigns evolved to offer a variety of gift cards and we completely web-enabled the redemption process with the development of our Rewards of Choice platform. We utilized Instant Inserts, our print-on-demand, in-box collateral program, to allow unique web redemption codes to be included in qualifying end-user orders. These campaigns ran off and on for several years with a huge amount of success, creating a win-win-win for the reseller, the OEM and us. Those were great times and we had so much fun with those campaigns organizationally that helped drive overall success. Erpelding
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