IT channel distributor Ingram Micro (IM) saw that its resellers were struggling to engage with education customers after many years of ‘same old, same old’ product-focused messaging and blanket emails. Engagement and sales needed a boost and IM was after a completely new approach to interact with its resellers in fresh and exciting ways.
A long-term plan and a trip to Vegas
bda set to work on a new 12-month strategy to put the reseller first and educate them on IM’s new and long-lasting commitment in the education sector. The plan was to include traditional ‘through-partner’ marketing as well as end user campaigns to increase awareness and sales. The year-long strategy included:
- Q1: The Classroom of the Future – presenting the bigger opportunities
- Q2: Learning Live – an event to demonstrate the technology in action
- Q3: Maximising year-end spend according to the education financial year
- Q4: Delivering planning for schools for the following year
The ‘Classroom of the Future’ phase focused on IT solutions for the whole classroom rather than selling a PC here or a printer there. This covered a multitude of marketing elements including webinars (with high-profile industry leader Spencer Kelly), live workshops, direct mail and email campaigns, surveys, health checks and selling tools.