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Avnet Phone A Friend DM Campaign

by Tendaiin All Work, Creative, Digital, Workon Posted on

Avnet

Avnet Phone A Friend DM Campaign

Brief: IT distributor Avnet has developed a strong business base in the sale of VMware virtualisation software into its reseller channel. The company wanted to drive up the rate of software licenses being renewed through its resellers. McCorkell was tasked with developing a campaign to achieve a 20% lift in the numbers.

Solution: Our strategy was to leverage a portal developed by VMware, which provided all the details of end-users licenses coming up for renewal. This created a great way to use freely available data to differentiate Avnet from its competitors. The campaign was built around a call to action of “Phone a Friend” combined with the strong incentive message of “There’s Money at the End of the Line.” Top Avnet resellers received a high impact 3D Direct Mail piece. Mid-tier resellers received a personalised invitation to ‘Scratch and Call for the Win” and received a personalised letter along with a scratch game card. It’s easy to promise increased revenue. It’s another thing to provide the exact amount of money involved. The financial incentive combined with the unique direct mail piece lead to outstanding results.