Incentive Event of the Year

Incentive Event of the Year : Ulterior Events and Outbound
HPE Storage Channel Cup 2019 : Hewlett Packard Enterprise

Hewlett Packard Enterprise (HPE) sells its products via a network of channel partners, resellers, and distributors. Engaging this community and ensuring it promotes HPE products over its competitors is the core focus of the channel marketing team, which enlisted channel specialist Outbound to help drive competition within this network.

Outbound partnered with Ulterior Events, which creates unique ideas to make incentive events once-in-a-lifetime experiences. Outbound has worked with HPE for more than 20 years, delivering integrated marketing campaigns and digital experiences to the IT channel. It has partnered with Ulterior since 2015. 

Knowing the youthful, male slanted demographic of the target market, Outbound devised The Storage Cup, an inter-partner incentive to incentivise the whole of the channel to get behind a new storage product proposition over the three-month promotional period.

Resellers and distributors were placed in four leagues and won points for a number of achievements, including sales, pipeline, and website interactions. HPE’s own sales teams also took part to ensure they bought into the campaign.

The incentive exceeded all expectations, with an overall ROI of 73:1 on pipeline and 30:1 on closed sales. Thirteen winners were rewarded with a three-day, once in a lifetime trip to New York including a tour of the city with an active NYPD homicide detective, and a hot ticket to the New York Yankees’ season-ending game at Yankee Stadium.

Judges’ comments:
“Extremely well targeted in terms of the proposition that was being incentivised and the target audience.”
“The website was a fantastic tool to keep delegates engaged leading up to the event itself.”
“Good use of marketing literature, and branding was consistent throughout from invite to execution.”

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