As one of the largest distributors of Cisco networking solutions, Comstor must continue to grow their reseller baseand identify key accounts to develop into profitablelong-term relationships.
With a key objective to broaden the number of resellersusing Comstor as their preferred Cisco supplier, Comstordecided to target a growing market of resellers who sell toSMB customers. With a number of specialist products,services and promotions fitting the needs of this market,Comstor hoped to increase sales to these resellers.
Anderson Baillie proposed an integrated campaign which was centred around a specialist SMB Micro-Portal.The portal would promote Comstor’s products and servicesalong with current offers and competitions.
Visitors were encouraged to register in order to be able totake advantage of promotions and to get more information about Comstor in the SMB market. The portal aimed to beas interactive as possible so polling questions were set upin order to gather intelligence on resellers key requirementsand opinions on service.
5 key stage campaign
An Email campaign supported by traditional Direct Mail wasused to promote the portal. This consisted of 5 key stageseach focusing on a different area of promotion. Comstor utilised the campaign to launch their new E-Commerce andCollateral Builder services to this market and encouragepeople to register to use them.
Supported by vibrant colour palette, the look and feelacross all of the campaign elements was simple yet strong.The Choose Comstor strap line and URL was chosen as adirect and memorable message to be used throughout theportal, the Emails and the Direct Mail pieces.
A huge success for Comstor
Overall, the campaign was a huge success for Comstor. As well as extremely positive statistics from the Emails and the portal, the campaign achieved the objective of winning new reseller accounts. Comstor commented that sales since the campaign commenced had definitely come from a broader range of resellers.
There are a number of leads to follow-up and the reactionfrom initial telemarketing has been encouraging with positive comments made about the portal, for example "..well designed, clear and easy to navigate", ".very userfriendly"
On the success of the campaign, Michaela Arany-Bibby,Marketing Manager at Comstor said:
"We are delighted with the level of interest the Portal has generated and the registrations we have received.Comstor’s credibility as a distributor within the SMB marketis definitely improved.
Anderson Baillie have managed the project to a very high standard, keeping the campaign running to schedule and within budget."