OrangeDoor

Dell is working to change perceptions of its core business – from a ‘box shifter’ to an ‘end-to-end solutions provider’. The key objectives for this incentive were to drive longer-term Channel engagement, keep Dell’s enterprise solutions top of mind and increase pipeline for the qualifying period.

OrangeDoor devised an incredibly successful seven month incentive programme, themed around the decadence of James Bond. With Spectre due to be released just one week after the event, this provided an amazing opportunity to build on the franchise’s popularity.

The incentive was underpinned by a robust, personalised communications plan, driving initial engagement and hype around the incentive launch and sustaining traction for the duration of the qualifying period, through the Awards and post event. Further, through continued assessment of the communications’ success, ongoing sends were tailored to ensure high open and click-through rates.

The prestigious Savoy hotel in London was recognised as the perfect location to host the event, with a sense of luxury and decadence maintained through lavish lighting, luxury table dressings and stunning centre pieces – all produced with the overall Bond theme in mind.

The results are undeniable – OrangeDoor delivered beyond expectations on every level. In such a competitive sales environment, the success of the incentive created a standard for Dell:

•Total value of deals – 233% over target
•Registrations for incentive 100% oversubscribed
•Average open rate of communications – 63%
•Average CTR of communications – 28%

As well as the above qualitative results, it was recognised that the incentive provided incredible motivation for Channel partners to Sell More Dell throughout the year, especially for new accounts. It also improved Dell’s standing in the Channel market – an amazing achievement in such a cluttered marketplace.

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